As premium health clubs continue expanding their services to cater to high-income individuals and families—offering everything from personal training and nutritional consulting to on-premises childcare and spa services—there remains a glaring gap in how these establishments engage their most loyal, high-spending clients. Despite heavy investments in building new clubs and broadening their offerings, these organizations often fall short of creating systems that differentiate and recognize their long-tenured, consistently high-spending clients (>$40K per year/household) from the newest members with basic monthly memberships ($150/month).
Luxury retailers and airlines have long understood the importance of tailoring services to their most valuable clients. Airlines, for example, provide flight attendants with advance lists of VIP passengers to personally greet and offer special treatment throughout the journey. This ensures that loyal, high-spending customers feel recognized and appreciated. Similarly, high-end retailers invest in bespoke experiences for their top clients, offering personal shopping, exclusive access to collections, and proactive engagement to deepen loyalty.
Premium health clubs can adopt similar strategies. By failing to recognize and prioritize their most loyal members—those who consistently invest significant sums in memberships, personal training, and spa services—these clubs risk losing the clients who form the backbone of their business. From my personal experience as a loyal member of LifeTime Fitness, having been a member at multiple locations and consistently spending well into the top percentile nationally, I’ve seen firsthand the disparity in how new versus established clients are treated. For years, I’ve invested significantly, yet have repeatedly been subjected to last-minute cancellations, lack of communication, and a disregard for loyalty. This "one-size-fits-all" approach is not just frustrating—it’s a missed opportunity for these clubs to create lasting relationships with their most valued clients.
The newest members are often given preferential pricing, better contractual terms, and discounts, while loyal members with consistent spending are treated the same as any other. Premium health clubs must rethink this strategy if they want to increase their share of wallet from top-tier clients. Recognizing loyalty and rewarding long-term commitment should be a top priority.
Here’s how they can improve:
- Tailored Loyalty Programs: Implement loyalty systems that reward the highest-spending clients with exclusive benefits. Whether it’s special pricing, priority access to services, or personalized attention, a differentiated approach to customer service can go a long way.
- Proactive Client Engagement: Just as airlines proactively manage service disruptions such as missed connections by affirmatively shaping brand perceptions, health clubs can manage situations like missed spa or personal training appointments with a proactive approach. Establish processes to ensure communication with top-tier members, especially when service disruptions occur. A personalized message or alternative solution can make all the difference.
- Consistency in Service: Ensure that the quality of service for long-term clients is consistently excellent. This should apply across all services, from fitness to spa offerings.
- Feedback and Improvement Systems: Create channels where loyal customers can provide feedback and ensure that concerns are addressed promptly by management. Loyalty should not be a one-way street.
At P&C Global, we understand the importance of not just gaining customers but retaining them by exceeding their expectations. Premium clubs like LifeTime Fitness and Equinox have an incredible opportunity to deepen their relationships with loyal members. It’s time they start delivering the level of service their high-spending clientele deserve.
