'Perception is Value' or 'Enough is Enough'
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Which is it? What attracts the club members? Should a club offer more so that it has greater perceived value; or can the club get away with offering just enough?
Perception is Value
As a club member myself, I have certain expectations of what the club is capable of offering me; I walk in and ask myself, "Is this somewhere I want to be maybe three, hopefully four, days a week?" Call me superficial or distracted by bright shiny things, but first impressions do it for me... and I'm not the only one. Sure, I guess you could say that I'm a statistic: A woman who uses the club's amenities almost twice as often as my male counterpart. And, I'll even admit to being among the average 80% of club members who don't take advantage of the personal training services offered there (To my defense, I work with industry experts and consult with a trainer in our office on a day-to-day basis, so I have an 'excuse'). But, here's the million dollar question, "Would I use the club facility if they didn't offer services like personal training?" No, probably not. Why? Because my feeling for the club is, in a lot of ways, dictated by what the club offers me. Value is measured by what is offered to us, not necessarily what we take advantage of. We expect more value for our money, now more than ever, or we'll simply go somewhere else. Consumer loyalty often loses against the spend, even when there is no additional spend and no actual savings. So, have 'the goods' or your members may go somewhere else where they feel like they're getting them (Even if, in actuality, they aren't).
Enough is Enough
I grew up with a hardcore bodybuilder. The grid of my childhood was formed in part by watching my dad and his will and drive (made fun by some behind-the-scenes rituals) for getting ready to compete. His training environment didn't include him working out in a large bright shiny health club. He was a grit, grime and sweat kind of trainer, and if he had four concrete walls and the equipment he needed, he was good with that. But, is that enough for everyone? And didn't his 'enough' still require the place he worked out in to have 'the goods'?
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