Richard Earney is passionate about fitness and wellness, and in particular, the experience that the fitness industry delivers. The way that Richard describes guest experience in fitness is so similar to what we strive for in attractions, even if we’re a little less protein shake and a little more funnel cake. Richard talks about creating the “yearn to return,” in the interest of retaining members and helping people achieve their goals. He also stresses that no interaction is insignificant, and no employee is insignificant. When personalizing the experience, you must pull back from the operation and look at each of your guests’ characteristics and demographics, so that everyone feels that the experience was created exactly for them. Lastly, wait till you hear about Richard’s visit to a fitness studio in New York City that advertised “the hardest workout in the city” that not only delivered on that promise, but created an experience that was even more memorable than the workout.
