The Power of A Brand
In today’s marketplace its all about the brand. We have all heard or read about the power of certain brands, and how these brands increase shareholder value. In the club industry a few powerful brands exist, and consequently, they tend to be foremost on consumers minds. In this paper we explore the characteristics that are common to great brands and set forth a few of the key steps that a club can pursue if it wants to establish itself as a recognizable and differentiated brand in the highly competitive club industry.
Published: March 27, 2013
Download PDF
The Group Exercise Impact on Club Membership
Membership retention, member loyalty and member advocacy have recently taken center stage in the club industry. As part of that discussion, the question has risen as to whether members engaged in group exercise are more likely to be advocates, as well as spenders, than members who engage in a fitness routine in the gym. While no industry-wide research has been undertaken to address the question, ClubIntel has uncovered among its clients some interesting data that would indicate that group exercise participants are more likely than other club users to “love” their club, as well as being more likely to remain members and to recommend friends and family to join. This paper explores these responses and poses some possible insights as to why group exercise participants are more likely to be loyal members and advocates.
Published: March 27, 2013
Download PDF
The Search for Employee Love and Profitability
When it comes to driving profitability, having an engaged and happy workforce is essential. Over the past decade business leaders have espoused the importance of building a highly engaged and happy workforce if you want to see your business thrive. As recently as this past year, the Harvard Business Review featured an article proclaiming the importance of employee happiness and engagement to organizational profitability. In this paper we share with the reader some of the key tenants of creating an engaged, happy and productive employee team.
Published: March 27, 2013
Download PDF
The Member Value Equation
To successfully drive member loyalty and member advocacy you need to understand how members value your offering. This paper walks you through the Member Value Equation and how as an operator you can best position your club’s value proposition.
Published: March 27, 2013
Download PDF