This white paper by Jim Thomas argues that in today's competitive fitness market, exceptional member experience is the key differentiator for gyms and studios, surpassing the importance of just equipment and classes. The author presents ten essential elements for creating this experience, emphasizing the need for a caring culture, mastering the initial interactions (first 90 seconds and 90 days), and building personal relationships. Additional crucial aspects include maintaining a clean and inviting environment, providing guidance beyond workouts, fostering a strong community, actively using feedback loops, ensuring convenience, thoroughly training staff, and consistently implementing surprises and delights. Ultimately, the paper contends that a positive member experience leads to increased retention, referrals, and revenue growth.
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