Your club environment provides experiences that create memories for your members Make your senior members want to come back by creating an environment that leaves a positive impression Photo by Thinkstock

Your club environment provides experiences that create memories for your members. Make your senior members want to come back by creating an environment that leaves a positive impression. Photo by Thinkstock.

Have You Built an Environment That Welcomes Older Consumers to Your Health Club?

The health club environment can encourage or discourage people of all ages to lead an active, engaged life. It can also attract or repel your potential member. So when it comes to creating compelling environments for older consumers, think about how to design and build environments that are inclusive of all people and their abilities. 

The environment that we build or live in is vital to enhancing our quality of life and our life experiences. Environments can encourage or discourage people of all ages to lead an active, engaged life. They also can attract or repel potential members. So when it comes to creating compelling environments for older consumers, think about how to design and build environments so they are inclusive of all people and all abilities.

How to do this?

1. Start with a visioning process. Bring together your staff, consumers, vendors and key partners to share their thoughts on your current or proposed settings, and what they feel will make the environment more compelling. Many times it can be the little things that make a difference. From the colors you choose, to ease of use, to creativity and inclusiveness, how you incorporate details matters.

2. Hire a group of older adults to visit your club and those of your competitors.  Ask them to write down what they liked and what they did not. Did the lighting make it easy to see? How were the bathrooms and locker rooms? Did the front desk, fitness areas, cafe and so on enhance the experience or detract from it? Why? What would they change to make the environment more engaging?

Once you have gained this market intelligence, create a large storyboard where recommendations, pictures and more can be placed in full view of your staff. (A meeting room or office area is the best location.) Start the process of improvement, and don't stop until you have addressed everything on the board. Then ask the same group to walk through your location again. What are their reactions now? This simple method can help you create a compelling, inclusive and ageless environment for your business.

The bottom line is that environments provide experiences, good and bad. And good experiences create memories that bring consumers back. So, is your environment leaving a positive or negative impression with your older members and their friends? Share what you are doing in the comments section below. 

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