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How to Design a Club for Maximum Sales Power

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Bruce CarterBruce Carter

What are people looking for in a club? Any club? Are they looking for exercise? A room with equipment? Are they looking for a social experience? It can be any or all of these, but the basic common thread for anyone joining any type of club is they are looking for solutions to improve their life. They are looking for a fulfilling experience. This applies to large clubs, studios, low-price models and higher-priced clubs.

So, what can be done with design to best create an environment, an "experience," that will motivate people to pay whatever the dues that are being charged, and then, keep paying them? Clearly, the importance of a motivating and friendly staff and well-planned and implemented programing are critical. The importance of the traditional design elements, such as smart space planning and creative d├ęcor items including lighting, finishes, colors, materials and architectural features, all play a key role in achieving an inspiring experience for all who enter a club. However, the new cutting-edge design model also works to integrate a number of other elements together with traditional design elements to create a powerful desired experience. These elements are organization, technology, education, entertainment, energy and visual interaction and branding. When this is done, a club becomes a unique revenue magnet, or another way to put it, it is profoundly fulfilling to individuals.

Let's look at the different components already mentioned:

  • Organization - This may not seem like an important component of design, but a club's layout, traffic flows and equipment layout all need to look and "feel" organized. People will feel better about a club if it appears to be organized, things seem to flow smoothly, and everything is in its "place." Does the area that memberships and fitness programing are sold seem to be efficient, supportive and inviting? Are the seats and desk attractive and comfortable? Is there a good view of the training areas, reinforcing the sales experience? And, obviously, is it clean and clutter free? Do training areas that provide a wide range of training apparatus and gear have the all-important storage units for all items? This gives a person more "trust and confidence" in a club, and strong organizational design is especially key for higher-priced clubs and extra cost-based programs.
  • Technology - As it relates to design, a club should present information in ways that are exciting yet easy to interact with, such as class schedules and sign ups, membership sign up, training options, specials available and educational content. Nowadays, there are far better software programs for the creation of and easy update of information. Flat screen monitors should be well-placed but not overdone. Building a screen flush into a wall adds to the professionalism of the club. Also, the trend now is a club should provide charging stations for members in the reception lounge area, on cardio equipment or in individual lockers.

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