How One Fitness Facility Increased its Member Usage Numbers

The fitness center at the private Daniel Island Club has increased member usage numbers with a great staff, clean facilities and lots of extra amenities.

More than just a social hang-out or a place where retired couples go to play golf, modern country clubs now offer activities and facilities for the whole family. Daniel Island Club, a private club in Charleston, S.C., is no exception. Its Park Club Fitness Center is central to the club, which also offers two full golf courses, and tennis facilities and programs in a resort-style setting.

The fitness center features cardio and strength equipment and a group exercise studio. The men's and women's locker rooms offer steam areas, and the facility also includes rooms for massage and personal training sessions.

In addition to the beautiful setting, what sets this fitness center apart is its staff, according to Fitness and Aquatics Manager Bo Taylor. "I believe our staff sets us apart from any other facility. We deliver outstanding customer service by speaking to everyone by name, cleaning the members' mats after each class and just staying one step ahead to add to their experience," says Taylor. In addition, he says, "I believe our instructors and personal trainers make our facility a notch above the rest."

A clean facility full of extra amenities also keeps members happy. Says Taylor, "Keeping our facility as clean as possible is very important." As for amenities, the locker rooms feature complimentary toiletries, and the fitness center offers free towel service, a coffee/smoothie bar, personal training and massage therapy. And, according to Taylor, personal training and massage generate enough income to allow the fitness center to offer its group exercise classes, including Pilates, at no additional charge. The class schedule includes between 20 and 25 classes per week, and features yoga, Body Sculpting, a variety of boot camps, flexibility/stretching classes and water aerobics.

These classes and amenities weren't chosen on a whim, according to Taylor. "We look at industry trends, as well as listen to our members' interests and needs," he says. And, that system seems to work. On average, the facility has seen a 16 percent increase in usage each year since opening. Those users are Daniel Island Club members who receive information about Park Club Fitness Center through the club's website and newsletter, and by word-of-mouth.

The fitness center's location is another key aspect to its success. Says Taylor, "We are located in a golf club community, which makes for very easy access for most of our members." The club is part of a 4,000-acre planned community located on Daniel Island. The island also includes traditional neighborhoods, hundreds of acres of parks, 23 miles of rivers and creeks, and more than 12 miles of hiking and bicycle trails. The fitness center fits nicely into this close-knit community, and, says Taylor, "helps to facilitate more active and healthy lifestyles."