said Director of Maintenance Josh VanMeter.
At Taymax, a sign is posted in the club usually 30 days before the start of a project informing members of the new equipment coming in. The signage includes information about the club closure, as well as highlights of what new pieces the club will be receiving.
Flynn Group, which has 43 clubs in Georgia and Massachusetts, does the same, but the group also sends an email communication to members that have checked in within the last 60 days telling them what they are doing to the club, a closing date and a reopen estimation time. An additional email is also sent to members once the club has reopened.
When news breaks of a remodel or re-equip, members will likely have questions. It is important that members are kept informed about what is happening in the club.
“ All team members should be aware of exactly what changes are being made and the dates. Once word gets out of a remodel or re-equip, members will start buzzing with questions at the front desk. Members don’ t want and don’ t deserve to hear‘ I don’ t know,’ and likewise, staff members don’ t want to feel like they can’ t give the correct answer due to lack of communication,” Wolfe said.“ We want to be detailed with a concrete word track for when members ask about the upcoming changes. This also helps prepare for the eventual training the team members will undergo so they feel comfortable assisting in members’ questions post changes.”
Notifying members of the upcoming work being done on the club can also happen the day of to ensure that members do not get frustrated when they show up at the gym for a workout. VanMeter suggests having 2-4 team members present during a remodel or re-equip to have enough people there to communicate with any patrons.
“ Nothing is more frustrating for our members than pulling into the club, getting ready for a workout, walking all the way up to the front and being told that we are closed. We like to flag members down before they get out of their vehicle to give them a heads up and a timeline for that day. I have found that members appreciate the effort and communication from our team and are more excited to come back once the remodel / re-equip is complete,” said VanMeter.
marketing tactics
Another way to ensure that news is spread about the re-equip or remodel is to use marketing tactics to highlight the changes coming to the club. This can help generate excitement around the re-equips / remodels.
“ Getting ahead of the game is what has driven success for us. Pop up banners, website alerts, in-app messages, emails blasts with exclusive offers, and signage in the club 30 + days prior to the event generates buzz and chatter throughout our locations and gets everyone looking forward to our future,” said VanMeter.
There are many ways to get positive press out there. The marketing department at National Fitness Partners has tried multiple different methods.
“ Our marketing department has utilized video and rendering boards as well as social media and email to highlight our projects. We have conducted interviews with local media outlets and held grand re-openings on projects as well,” said Todd Schively, vice president of store development for National Fitness Partners.
VP of Development for Flynn Group Kass McInnis said the organization leverages social media to spread the word about re-equips and remodels.“ We generally will run a paid social campaign when we re-open, or if we re-open right before a sale, we will wait to run a message during the sale to get the most bang for our buck. If we are closed for an extended amount of time, we usually re-open with some PF-branded items to give away to members when they check-in as a thank you for their patience,” she said.
Midwest Fitness Partners also uses digital media to spark excitement around the remodels and re-equips.“ We post updates and photos on social media after the project is complete. Additionally, we send email blasts to current and canceled members with promotional offers to drive excitement and re-engagement,” said Hamilton.
Marketing the re-equip or remodel can also be a great way to raise the interest of inactive members.“ In addition to advance emails and signage, we use targeted re-engagement campaigns to bring back inactive members, highlighting specific upgrades like new plate-loaded machines or half racks. If there are delays, we use the opportunity to emphasize our commitment to quality and the exciting improvements coming to the club,” said Senior Director of Operations at Ignite Fitness Holdings Danielle LaSorsa.
equipment deliveries
Communication is also key when equipment is being delivered, as this can cause a temporary ruckus.
“ Just like extraction, we alert members ahead of time so they are aware there may be some commotion at some point during the respective delivery date. Confirming the week of with the vendor is key. We have floor scrubbing items ready to be used at a moment’ s notice, so as soon as the extraction is complete, the floor
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GearedUp | 2025 Issue 3
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