A Club or A Gym – What Would Your Members Tell You?
Published: April 4, 2013
In conducting numerous member focus group sessions at health/fitness facilities, one of the more compelling statements we have heard is, “We are a club, not a gym.” This statement, often expressed with passion, has lead us on a journey of discovery, with the final destination being an understanding of the underlying experiences, memories and emotions that define the difference between a club and a gym. What we have discovered is that the difference between a gym and a club is intangible and emotional, and goes well beyond the facilities, equipment, programs and services a health/fitness facility offers its members. In this white paper we share some of the insights we have uncovered in this journey of discovery about the differences between a club and a gym, and how health/fitness facilities can move from being a gym to a club.