Friday, 20 June 2025

Why Do So Many Hotel Managers Overlook the Value of Their Leisure Clubs?

In many hotels across the UK, the leisure club exists quietly in the background—ticking along, absorbing overhead, occasionally praised in guest reviews but rarely a strategic focus. It’s a paradox that those overseeing complex, multimillion-pound hospitality operations often underappreciate one of the few hotel departments with the potential to generate year-round revenue, boost guest satisfaction, and enhance long-term brand value.

Understanding why this happens—and more importantly, what can be done—requires a deeper look at how hotel leisure clubs are perceived, where their value truly lies, and what opportunities remain untapped.

The Leisure Club as a Cost Centre: A Common Misconception

It’s not unusual to hear hotel managers refer to their leisure facility as “just an amenity.” This mindset is often reinforced by spreadsheets: energy bills, maintenance costs, payroll for lifeguards or gym staff—all of which show up long before revenue does. In the absence of clear P&L reporting or segmented income analysis, the leisure club becomes categorised mentally and financially as a liability.

Compounding this is the siloed nature of hotel departments. Sales, F&B, housekeeping, events—each tends to run with its own objectives, KPIs, and leadership. Leisure often falls outside these core commercial silos, leading to its gradual marginalisation.

But perception doesn’t always align with potential.

What Value Does a Leisure Club Actually Offer?

A well-managed hotel leisure club delivers more than just a pool or a treadmill—it’s an experience, a differentiator, and a revenue engine. Consider the following:

Increased Occupancy: According to Booking.com, over 58% of travellers list “wellness facilities” as a key consideration when selecting a hotel. In luxury and family markets, that percentage rises significantly.
Guest Satisfaction: In TripAdvisor reviews, properties with fitness and wellness amenities score an average of 8–15% higher in overall satisfaction ratings. Even when guests don’t use the facility, its presence adds perceived value.
Ancillary Spend: On-site services such as personal training, spa treatments, and fitness classes increase dwell time and secondary revenue—offering margins that rival F&B in many cases.
Membership Income: External memberships from local residents provide a consistent, predictable revenue stream. A hotel with 250 external members at £50/month generates £150,000+ per annum—often with minimal additional operating costs.
Community Integration: In an era where brand loyalty is built on relationships and reputation, the leisure club is one of the few areas where hotels can truly engage local residents beyond the guest room.

Why Hotel Leisure Clubs Are Uniquely Positioned to Succeed

Hotel leisure clubs have something most high-street gyms and budget chains do not: service culture. From front desk warmth to towel service and environment, hospitality is built into their DNA.

This sets the stage for a unique market position:

Atmosphere Over Intensity: Many consumers are intimidated by conventional gyms. Hotel clubs offer a softer landing—a more inclusive, less competitive environment.
Superior Facilities: Pools, spas, steam rooms, and functional spaces rarely found in high-street gyms make hotel clubs naturally more appealing to mature members, families, and wellness-focused consumers.
Brand Prestige: Even independent hotels have a perception of exclusivity. Positioning the leisure club as part of a premium lifestyle offering—rather than a generic gym—can significantly improve uptake and pricing power.
Cross-Selling Opportunities: Guests who enjoy the leisure facilities are more likely to return, refer others, and engage with ancillary services—from spa treatments to afternoon teas. The club becomes an engine for retention, referrals, and repeat business.

A Shift in Focus Can Deliver Remarkable Results

While many clubs operate passively—serving guests, maintaining equipment, and keeping costs under control—those that take a proactive approach to commercial growth are seeing real, measurable returns.

Consider a few examples:

A 4-star hotel in the Midlands increased external memberships by 42% in 12 months by investing in a digital pre-sale campaign and improved member onboarding. Revenue grew by over £80,000 year-on-year—exceeding the cost of investment by more than 4x.
A boutique hotel in Sussex launched a small group PT programme alongside body analysis services. These low-overhead additions added £2,000/month in net new income and required only minor staffing changes.
A hotel in Devon hired a part-time swim school manager who introduced children’s swimming lessons during off-peak hours. This filled an underutilised pool schedule and delivered £30,000+ annually from non-resident families.

These are not outliers—they’re examples of what’s possible when the leisure club is viewed as a business unit, not a by-product.

Small Changes, Big Impact

Turning your leisure club into a revenue-positive contributor doesn’t require a full refurbishment or a radical restructure. It starts with intention, focus, and support.

Here’s what works:

Define Your Goal: Are you maximising guest value, generating external income, or both? Clarity will guide your resourcing and marketing.
Review the Offer: Consider adding small group personal training, wellness programmes, nutrition partnerships, and member-only events. Think like a commercial operator, not just a hotel service provider.
Optimise Systems: Are leads followed up? Is there an onboarding journey? Do your staff have tools to engage, convert, and retain members?
Reposition the Club: Move away from “hidden amenity” to “community hub.” Your leisure club can—and should—stand proudly beside your bar, restaurant, and spa as a reason to stay, return, and recommend.
Empower the Team: Sales training, marketing support, and performance KPIs shouldn’t be reserved for the front desk or F&B. Your leisure staff are part of the commercial engine—equip them accordingly.

Final Thought: It’s Time to Stop Leaving Revenue on the Table

In a sector where margins are tight and guest expectations are evolving, underutilising a potentially lucrative asset is a risk few hotels can afford.

The leisure club is not just a line item on the cost sheet—it’s a brand amplifier, a revenue generator, and a long-term loyalty driver.

With the right support, strategy, and systems in place, your leisure facility could become one of your hotel’s most valuable assets. But it starts with a shift in mindset: from expense to opportunity.

If you’re ready to unlock the true commercial power of your leisure club, we’re here to help you lead the change.

Monday, 16 June 2025

The Power of Communication in Gyms: Why It’s the Cornerstone of Member Experience and Retention

Walk into any successful gym and you’ll likely feel it before you see it — a sense of connection. Members are greeted by name. Staff make eye contact and genuinely engage. Communications feel timely, personal, and relevant. This is no accident; it’s the result of a culture built on intentional, powerful communication.

In an industry where competition is fierce and customer expectations are rising, the way we speak to our members — and just as importantly, how we listen — has never been more vital. Communication, in all its forms, is what builds trust, drives action, and creates loyalty.

Communication Is More Than Words — It’s an Experience

At its core, communication in a gym is about creating meaningful connections between the club and its members. This happens through:

In-person conversations at reception or on the gym floor
Phone calls to follow up on leads, missed sessions, or cancellations
Automated emails and SMS messages reminding members of bookings, encouraging attendance, or promoting new offers
Social media interactions, comments, and DMs
WhatsApp messages for quick replies or personal check-ins
Digital prompts like welcome screens, in-app messages, or post-visit surveys

Each of these touchpoints, if used well, becomes an opportunity to deepen the member relationship — or, if mishandled, a missed moment that pushes people away.

Why Communication Matters (And What the Data Tells Us)

According to research by IHRSA, 87% of gym members who feel “connected” to a club are more likely to renew. Conversely, 70% of members who feel neglected will cancel within 6 months. That gap is bridged through communication.

A separate study from ClubIntel found that gyms with structured communication plans — including onboarding emails, SMS nudges, and in-person follow-ups — had 30% higher retention rates than those without.

Even more telling, clubs using personalised, segmented email campaigns saw up to 45% higher engagement compared to one-size-fits-all messages.

In short: when you communicate well, you retain more, sell more, and create a culture that people want to be part of.

Where It Goes Wrong

Despite the data, many clubs still fall short. Why?

Because communication is often viewed as a sales function — something that happens at the front end of the membership journey, but drops off once a client signs up. Or it’s siloed — managed by one person or department, rather than embedded into the entire operation.

Others fall into the trap of over-automating. While automation can be a powerful tool, when messages feel robotic or irrelevant, they do more harm than good. Imagine receiving a “We miss you!” email after you just left the gym — it creates dissonance, not connection.

Everyone Communicates — Or Should

Great communication doesn’t sit with the sales team alone. It’s everyone’s responsibility — from the cleaner who gives a friendly nod, to the PT who checks in after a tough session, to the receptionist who remembers your name and asks how your weekend was.

Creating a communication culture starts with training and reinforcement. At Black Raccoon, we encourage the adoption of tools like the Fab 5:

Smile. Eye contact. Hello. Goodbye. Every member, every time.

It’s simple, but the impact is huge. Staff who actively engage create moments that stick in members’ minds. These aren’t just courtesies — they are retention tools.

Personalisation in Practice

Technology can and should support your communication efforts — but it must be personal. Here’s how smart clubs are doing it:

CRM notes that flag up birthdays, injuries, or milestones when a member checks in — prompting a real-time interaction at reception
Automated journeys based on behaviour — new joiners receive a 4-week onboarding series; non-attenders get a friendly check-in SMS
E-books and digital gifts sent to new leads as a thank you for enquiring
Free trial invites for friends of members — not just to upsell, but to create deeper community
WhatsApp messages sent after a member tries a new class: “How did you find yoga today? Want us to reserve your spot for next week?”

These examples go beyond information — they show you care.

Understand Your Demographic

Effective communication also means knowing who you’re talking to. A family-focused leisure centre in a market town will speak very differently to a boutique HIIT studio in Shoreditch.

Understand the age, goals, habits, and preferences of your audience. Are they time-poor professionals who respond better to quick WhatsApp reminders? Are they older adults who value a phone call? Is your audience receptive to motivational content, or are they more practical and results-driven?

Knowing this ensures your tone, medium, and frequency are aligned — and it increases the chance of action.

Tips for Stronger Communication

Audit your current communication journey — what happens from enquiry to member? What touchpoints are consistent, and where do things drop off?
Use names — a lot. It’s the quickest way to make someone feel seen.
Mix mediums. Don’t rely solely on email. Combine phone, SMS, WhatsApp and in-person.
Give staff a reason to communicate. Arm them with talking points and train them on the system. Encourage them to log notes and celebrate member wins.
Track performance. Monitor email open rates, reply rates, show-ups, feedback forms. Communication is a system, not a vibe.

A Communication Culture Is a Retention Strategy

Ultimately, consistent, personal communication builds community — and community creates loyalty. In an age of choice, where members can switch gyms at the click of a button, it’s the clubs who connect who keep their members the longest.

When members feel seen, heard, and valued, they stay. When they don’t — they leave.

So take a moment today to ask: how well do we communicate? Not just with leads, but with every single member who walks through our door.

Because in the world of fitness, words matter. Conversations matter. Connection matters.

And the better we get at communication, the stronger our businesses become.

The Alchemy of Gym Offers: Why Structure, Psychology & Timing Matter

The Alchemy of Gym Offers: Why Structure, Psychology & Timing Matter

Offers are far more than just marketing props; they’re strategic levers that can either turbocharge your gym’s growth or quietly erode its brand and profitability. In an industry as competitive as fitness, understanding how to craft offers thoughtfully can make the difference between a thriving club and one stuck in a cycle of endless discounts and free trials that never convert.

Why do some offers resonate while others barely register? Why do certain promotions feel fresh and exciting, while others fade into the background? The answers lie in the deep psychology of decision-making, the structure of value-driven offers, and precise timing that ensures your message lands at the exact moment your prospects are ready to act.

This article dives deep into these dynamics—exploring the hidden forces that make offers work (or fail), real-world examples from gyms that have mastered them, and research-backed insights to turn offers into true growth drivers. We’ll explore:

Why perpetual promotions can backfire
How scarcity and urgency increase conversion
The impact of anchoring and pricing psychology
When short vs long trials make sense seasonally
Why paid, value-rich trials outperform free access
How to design seamless systems and follow-up flows that close

Our goal is to help you move beyond knee-jerk promotions—toward offers that fill the door, build loyalty, fuel long-term growth, and support a resilient, respected brand.

1. Brand Position vs Price Wars

Competing on price only works if low cost defines your brand identity. With budget giants like PureGym dominating, chasing price without owning it leads to constant discounting and little differentiation.

Data shows that 67% of gym members never use their membership, and 50% quit within six months. Chasing them often means high churn and low engagement. Instead, focus on attracting people aligned with your values and services—even if they pay more.

2. The Power of Scarcity & Urgency

Time-limited offers trigger action. Psychological studies confirm that scarcity—like “Offer ends Sunday”—dramatically boosts conversion rates. But urgency only works if it's real. Perpetual offers kill the effect; scarcity makes time count.

Strategically timed deals—like December promotions that end pre-January—heighten seasonal readiness and foster FOMO.

3. Anchoring & Smart Pricing

How you price tests perception. Anchoring theory explains that people assess values relative to what they see first.

For example, a £129 trial sets a high benchmark, making a £99/month membership feel like a great ongoing deal. But a £40 trial followed by £99/month membership feels steep because the anchor was too low.

4. Trial Types: Matching Offer to Season & Intent

Short trials (1–2 weeks) provide quick taste and work when people want immediate clarity—such as around Christmas when time is abundant but commitment untested.
Medium trials (4 weeks, £79–99) offer enough time to engage and create habits—especially effective in slower months like spring and autumn.
Long trials (6+ weeks) work well for seasonal draws like pools—summer offers for family fitness around pools, for example.

Studies reveal that 67% of trials fail to convert due to lack of strategy. Paid trials—with value added—can yield much higher ROI, sometimes up to 700%.

5. Paid Trials: Quality & Commitment

Paid trials—especially those with included extras (PT session, body analysis)—send a clear signal: this is premium. A case study by Trainerize showed 40%+ conversion from high-value paid trials. Charging for trials not only helps your cash flow—it signals commitment and ups credibility.

6. Psychology: Reciprocity, Authority & Loss Aversion

Offers should tap into core behavioral principles:

Reciprocity: Free gifts prompt people to give back
Authority: Including expert input (e.g., PT, nutritionist) builds trust
Loss Aversion & Scarcity: Fear of missing out is more powerful than the allure of gain

Free trials are often undervalued due to the endowment effect—people value what they've paid for more than what they get for free.

7. Seasonal Timing & Consumer Behavior

January and September spike interest naturally. However, major discounts then can hurt margins. Offering value-adds (like a free PT session during off-peak months) can smooth membership uptake without full price cuts.

8. Deliver Value, Build Experience

Trials should be structured to simulate real membership:

Provide app access, booking features, coaching check-ins
Run orientation sessions and community meetups
Personalize experiences and follow-ups—don’t just let people use the gym and leave

Research shows that 84% of engagement failures come from lack of personalization.

9. Seamless Execution = Higher Conversions

Even great offers underperform if systems are clunky. One gym saw 30% higher conversions when ad campaigns linked directly to bookable and payable trial packages—versus those requiring form fills or calls.

Make it:

Clear (no skimmed terms)
Fast (single-step flow to join or pay)
Mobile-first (smooth on phones)

Putting It All Together

A powerful gym offer:

Reflects your brand position
Is time-limited to create urgency
Uses pricing psychology and anchoring
Matches trial type to season
Bundles in real value
Taps into human behavior
Delivers personalized trial experiences
Runs through friction-free systems

Conclusion: Offers as Brand & Growth Engines

A sharp offer isn’t just about filling one-time visit numbers—it signals your gym’s quality, attracts the right members, fosters loyalty, and drives long-term success. By combining behavioral insights with intelligent design and seamless systems, your offers become growth catalysts—not clearance traps.

If you're ready to turn your promotions into engines of growth rather than temporary spikes, I’d love to walk you through tailored frameworks based on your club’s positioning and calendar.

Want help building offers that accelerate growth? Let’s talk.

Monday, 9 June 2025

.Finding the Gaps: Elevating Your Gym Beyond the Basics

Finding the Gaps: Elevating Your Gym Beyond the Basics

I recently came across a story from a renowned business mentor that perfectly captured the mindset of successful businesses. It involved a restaurant owner who took his team to dine at the world’s top-rated restaurant. Rather than simply admiring what was done well, he challenged them to see what was missing — the subtle gaps that even the best overlooked.

By finding those gaps, the restaurant didn’t just match the top players; it became the best by filling spaces others hadn’t even seen.

This mindset is critical for gym owners today. Too many clubs focus solely on what’s visible — new equipment, price points, fancy classes — and ignore the deeper experience that truly sets them apart. Real competitive advantage doesn’t come from copying what others do. It comes from seeing what’s missing and filling it with meaning.

Seeing the Difference: Copying vs. Leading

When you visit a competitor’s club, it’s easy to focus on the obvious: the machines, the layout, the schedule. But the real insights lie in the gaps — how it feels to be a member, the subtle ways staff interact, the moments that either build loyalty or let it slip away.

For instance, I remember walking into a high-end boutique gym in Paris. Everything looked perfect — the design, the classes, the marketing. But members told me the staff felt distant, like they were always half-distracted. That tiny gap — a lack of warmth and connection — became the difference between a beautiful facility and a truly exceptional experience.

The same is true in large chain gyms. They have scale, but they often lose the personal touch. A friendly greeting or a follow-up call can make the difference between a churned member and a loyal one — and it costs nothing but attention.

Borrowing from Other Industries

Hospitality and retail have long understood that the power of a business lies in its details and its human touch. Let’s take some examples:

Apple Stores — Beyond selling devices, Apple creates a feeling of curiosity and comfort. Staff aren’t just salespeople; they’re guides, encouraging exploration and problem-solving. For a gym, that might mean your staff become genuine advisors, not just spotters for equipment.
Disney Theme Parks — Disney trains staff to anticipate needs before guests even ask. If someone looks lost, a staff member appears to help — no questions needed. In a gym, that means staff notice when someone’s unsure about a class or machine — and offer help proactively.
The Ritz-Carlton — They empower staff to fix problems on the spot. This creates an environment where guests feel heard and valued. In a gym, that might mean empowering staff to resolve member complaints quickly and generously — without layers of management slowing things down.

Sensory Details and Emotional Resonance

Let’s take it a step further. These gaps are often about sensory experience and emotional tone — the invisible details that people feel deeply, even if they can’t articulate them.

🔹 Sight — Does your lighting change throughout the day, creating different moods? Does your branding (signage, decor) align with how you want members to feel?
🔹 Sound — Are you curating playlists that energise or relax, depending on the zone? Is the volume right for each space?
🔹 Smell — Do you have signature scents that instantly say “clean, fresh, inviting”? Retailers like Abercrombie & Fitch have long used scent to create a recognisable brand feel.
🔹 Touch and Feel — The softness of towels, the weight of doors, the feel of your welcome mat — these shape the member’s first and last impressions.

The Human Element: More Important Than Ever

But beyond the senses, the real magic lies in human connection. In fitness, we’re still catching up to industries like hospitality, where staff see themselves as hosts, not just workers.

This is the real opportunity for gyms. Staff who greet by name, remember a milestone, or notice when a member looks unsure — these are the touches that no competitor can duplicate exactly.

Your Path to Filling the Gaps

Here’s how to bring this approach to your club:

✅ Visit competitors, but look deeper — note what feels missing, not just what’s flashy.
✅ Walk your own club like a first-time visitor — see it with fresh eyes.
✅ Ask members to share what they wish was better — even small complaints reveal huge insights.
✅ Train staff in emotional awareness — teach them to read body language, not just perform tasks.
✅ Use technology to amplify human connection — real-time progress updates, milestone celebrations, and tailored follow-ups.
✅ Blend ideas from outside fitness — borrow from hotels, restaurants, even luxury retail. These industries have spent decades perfecting the small details that make people feel seen and valued.

The Bottom Line

If you’re the same as your competitor, your only competitive lever is price — and that’s a race to the bottom that leaves owners exhausted and businesses squeezed.

But if you find the gaps — the small spaces where others fall short — you create an experience that members will pay for, talk about, and keep coming back to.

In the restaurant world, that’s how Michelin stars are earned. In the gym world, it’s how you build a club that doesn’t just survive, but thrives.

Next time you walk through your doors, don’t just see what’s there. See what’s missing — and imagine the extraordinary experience you could build by filling those spaces.

Tuesday, 3 June 2025

Understanding Your Market Position — and How It Shapes Your Gym’s Service Delivery

In the fitness industry, one size does not fit all.
From budget operators to boutique studios, every gym sits somewhere on the price-service spectrum. But far too many clubs get stuck in the middle — not quite cheap enough to win on price alone, not quite special enough to stand out on experience.

The key to sustainable success?
Understanding exactly where you stand in your market — and delivering a service experience that matches (and surpasses) that position.

Why Market Position Matters

Your market position is essentially how your club is perceived by members and potential members compared to the competition. It’s shaped by:

✅ Your price point
✅ Your services and facilities
✅ Your branding and atmosphere
✅ Your staff and culture

Once you’re clear on this, you’re no longer guessing how to compete — you’re tailoring everything you do to offer the best possible version of what you are.

Competing at the Extremes vs. the Middle

Budget gyms like PureGym and GymNation win by keeping things simple:

Low monthly fees
Basic, well-maintained equipment
Minimal staff intervention

Boutique studios like Barry’s and F45 compete on:

Unique experiences
Personalised coaching
Premium environments

If you’re in the middle — the mid-market space — you can’t simply undercut budget clubs or outshine boutiques.
You need to carve out a niche based on smart service delivery and a crystal-clear offer.

Key Considerations for Service Delivery

Once you know your position, ask yourself:

🔹 What do my members actually want and value at this price point?
Do they expect boutique-level personalisation? Or budget-level autonomy with good basics?

🔹 Who are my competitors, really?
Are you up against other mid-market clubs? Or do your members compare you to the budget gym down the street?

🔹 Where can I differentiate?
If you’re mid-market, can you be the cleanest? The friendliest? The most supportive? The most community-focused?

Core Service Standards — No Matter Your Position

Regardless of where you sit, some things aren’t optional:

🌟 Cleanliness
It’s non-negotiable. From the changing rooms to the free weights area — spotless facilities are the baseline of any good club.

🌟 Attentive Staff
Members notice who says hello, who offers help, and who genuinely cares. You don’t need dozens of staff — just the right people with the right attitude.

🌟 Solid Onboarding
First impressions shape everything.
A structured onboarding process (even simple check-ins and goal-setting) can increase retention by up to 30%. (Retention Guru)

🌟 Effective Communication
Whether it’s texts, emails, or face-to-face updates — members should feel informed and connected to the club. This doesn’t require fancy software — it requires consistency.

🌟 Community
People join for fitness — they stay for connection. Events, challenges, small gestures like birthday shout-outs — these build belonging, not just membership numbers.

Going Above and Beyond — What Makes You Stand Out

So how do you go from good to great?
Here are ideas that can elevate your service delivery, even on a mid-market budget:

🔹 Member Recognition
Use your CRM to note small details — like birthdays, milestones, favourite classes. It’s the personal touches that make a difference.

🔹 Small Upgrades, Big Impact
Fresh coffee in the lounge, chilled towels on hot days, or a monthly workshop led by a guest trainer. These low-cost extras create memorable experiences.

🔹 Gamify the Experience
Introduce challenges (steps, calories, workouts logged). People love goals and a sense of progression — it doesn’t cost much, but it builds loyalty.

🔹 Staff Empowerment
Train your team to spot ways to help — not just sell. The best service cultures come from staff who feel ownership and pride in what they do.

🔹 Feedback Loops
Ask for feedback regularly — and act on it. Members notice when their input changes the club for the better.

Why It’s Worth the Effort

A club that knows exactly what it is — and delivers that experience consistently — doesn’t have to race to the bottom on price.
It builds a reputation for value, trust, and results.
And that’s how you stand out — not by trying to be everything to everyone, but by being great at what you do.

Final Thought

Understanding your market position isn’t just a marketing exercise — it’s the foundation for every decision you make.
When you know who you are, who you’re for, and how you’re different — you’re not just another gym in the crowd.
You’re a club with purpose — and that’s exactly what keeps members coming back.