How to build a thriving culture at your leisure facility to attract and retain members and staff

Why are a strong team culture among staff and a sense of community so crucial to the success of leisure centres and aquatic facilities? It’s because the two go hand-in-hand to ensure staff stay with you and members enjoy and experience everything your leisure facility has to offer.

If staff are recognised, motivated and happy they tend to stick around and offer the best customer service they can. And if members feel like they are part of your community they will come more often and tell their friends and family to check out what you have to offer.

In this month’s article we look at ways to build and support a strong team culture amongst your staff and create a sense of community that will keep your members emotionally and physically invested in your organisation.

Group fitness classes

Fun group sessions are a great way to cultivate a sense of community at your facility. Bringing members together in a social and supportive environment encourages camaraderie and mutual motivation. Offering a variety of classes that cater to different fitness levels and interests can attract a diverse group of members, while fitting in opportunities to socialise together after class helps cement the community feel.

Instructors play a vital role in fostering the community vibes by creating a welcoming atmosphere, encouraging interaction among participants and making sure everyone feels included.

Personalised training

Providing unique training experiences and setting individual goals for members can significantly enhance member satisfaction and retention. Tailoring fitness programs to meet the specific needs and preferences of each member demonstrates a commitment to their personal health journey. Regularly scheduled assessments and goal-setting sessions help members track their progress and stay motivated. This personalised approach makes members feel valued, which is essential for building long-term loyalty.

Create a culture of recognition

Regularly acknowledging the hard work and dedication of your employees can boost their job satisfaction and commitment.

Consider implementing a system where staff members can be nominated for monthly or quarterly awards and rewarded with a gift card or voucher to highlight their contribution to the team. Celebrating birthdays, work anniversaries, and personal achievements also demonstrates to staff that you value them as individuals and is an ideal opportunity for the team-bonding that social events generate. Public recognition during staff meetings, on social media, or through internal newsletters can further reinforce staff sense of belonging and motivation.

Remember that recognition isn’t just for staff. Recognising members for their fitness milestones and participation can catalyse a sense of community and encourage continued engagement. Why not implement a reward programme that celebrates personal achievements, such as reaching fitness goals or attending a certain number of classes? Sharing members’ success stories on social media, in newsletters or at your facility can inspire others and create a supportive environment. Personal notes or tokens of appreciation for a member’s dedication, like a free class pass, can make members feel valued and part of a larger community.

Invest in quality leisure management software

Leisure management software can either streamline operations and make it easy for people to access your services or cause constant headaches for staff and frustration for your members.
A comprehensive software package, such as our own Jonas Leisure Envibe software, will be able to handle membership management, class scheduling, payment processing, digital membership sign-ups, event ticketing and more. A good system can save hours of time, freeing up your staff to focus on looking after your members.

Another way effective management software can benefit your facility is by providing valuable data insights into the behaviour and preferences of your members. Your software is like the oil in the engine of your facility – if it’s not doing its job properly, everything else breaks down.

Boost engagement via social media

Leveraging social media platforms is a free and powerful way to increase member engagement and promote a strong culture at your facility. Regularly posting updates, success stories, and interactive content keeps members informed and engaged. Social media can also serve as a platform for members to share their experiences and in doing so feel part of your facility and its people.

Ask for and act on member feedback

Checking in with members frequently about their experience of your facility and getting their feedback are necessary to understand their needs and improve your services. Implementing a system for routine member surveys and feedback forms can provide valuable insights into their experiences and satisfaction levels.

Actively addressing concerns and suggestions demonstrates that you value member input and are committed to continuous improvement. This proactive approach can strengthen member relationships and enhance overall satisfaction.

Handle complaints effectively

Complaints handled well can nip negative experiences in the bud and turn them into opportunities for improvement and member retention. Establishing a clear, confidential process for members to voice their concerns is crucial.

Staff should be trained to handle complaints with empathy and professionalism, aiming to resolve issues promptly and satisfactorily. Demonstrating a commitment to resolving issues effectively can enhance trust and increase loyalty.

Flexible membership options

Offering membership over different periods of time and allowing memberships to be paused can make it more attractive for your members to sign-up. Providing a range of membership plans, such as monthly, quarterly, and annual options, as well as pay-as-you-go or class pass options, accommodates different lifestyles and budgets. Flexible membership options can help to attract new members and retain existing ones by providing them with the freedom to choose what works best for them.

Building a strong culture among staff and members at your leisure or aquatic facility requires a multifaceted approach. By focusing on these key areas, you can create a positive, supportive environment that attracts and retains members, fosters community spirit, and ensures long-term success for your business.