The hospitality industry has mastered guest satisfaction — its time to follow suit and improve rec center engagement.
It’s often said that the fitness industry is a people business — and that couldn’t resonate more. The true measure of a rec center’s success isn’t just how many memberships are sold. It’s about the overall experience — how many members leave feeling seen, supported and better than when they arrived.
Because of this people-first nature, rec centers can learn a great deal from another service-focused industry: hospitality.
Why Look to Hospitality?
The hospitality industry is built around anticipating needs, elevating experiences and creating emotional connections — all of which directly translate to the gym environment. As we emerge from the COVID-19 pandemic era, the hospitality sector has rebounded with major momentum. According to Cvent, the industry added 22 million new jobs in 2022 alone — an 8% increase from the previous year. By 2023, hospitality roles accounted for 1 in 10 jobs globally, and projections from the World Travel and Tourism Council show 126 million new jobs will be created by 2032.
This explosive growth underscores a universal truth: people are craving high-touch, emotionally resonant and personalized experiences — the very areas in which health clubs must now deliever.
So, what can rec center leaders take away from hospitality’s playbook?
1. Make Wellness the Entire Experience
Today’s hotel guests are prioritizing overall well-being. Leading hospitality brands have responded with yoga retreats, luxurious spa offerings, high-tech fitness facilities and healthy dining options. But it’s not just about services, it’s about ambiance, too. Soothing lighting, biophilic design, quiet spaces and seamless flow contribute to a relaxing environment that helps guests truly unplug.
Rec centers can take a cue from this by focusing not just on workouts but on total wellness experiences. Could your center incorporate meditation rooms, recovery lounges or healthier cafe offerings? Could your locker rooms feel more like spa retreats than utilitarian spaces? According to Precedence Research, the global wellness tourism market is on track to surpass $1.7 trillion — showing that wellness isn’t a trend. It’s a priority.
2. Leverage Smart Technology to Enhance Service
Hospitality brands are harnessing AI, automation and data analytics to elevate the guest journey. From chatbots that handle guest requests to predictive tools that tailor offers in real time, technology is helping hotels create frictionless, high-touch experiences at scale.
Similarly, centers can use CRM tools, member tracking systems and AI-powered apps to gather insights and respond in more personalized ways. Is a member missing workouts? Automate a check-in email. Are they trying new group classes? Recommend complementary ones. The goal is to use tech not to replace human connection but to enhance it.
And the trend isn’t slowing. Global Market Estimates predicts a 10% CAGR in hospitality tech from 2021–2026, reinforcing the need for operators to embrace innovation as a driver of member satisfaction and operational efficiency.
3. Personalize Every Touchpoint
Personalization is no longer a nice-to-have, it’s expected. According to Medallia Research Inc., 61% of consumers are willing to pay more for hyper-personalized experiences. In hospitality, that could mean customized pillow preferences or curated in-room playlists. In a rec center, it could be as simple as remembering a member’s name, acknowledging their birthday or tailoring communication based on their fitness goals.
Use data — from check-ins, equipment usage, past purchases and feedback — to personalize every interaction. From welcome emails to trainer recommendations, every touchpoint is an opportunity to build loyalty.
4. Master the Art of Service Recovery
Hospitality brands don’t just aim for flawless service; they train staff on how to recover when things go wrong. A late check-in or maintenance issue becomes an opportunity to build trust through empathy, problem-solving and quick action.
In this industry, mistakes happen — from billing errors to broken equipment. The key is how your team responds. Train staff to acknowledge, empathize, and offer solutions — like a guest pass or personal apology — to turn a negative into a loyalty-building moment.
5. Audit the Member Experience — Not Just Operations
Hotels regularly use mystery shoppers and third-party audits to evaluate service quality from a guest’s perspective.
Rec centers should do the same. Go beyond operational checklists — walk the member journey anonymously. How are new members welcomed? Is the locker room clean? Is the atmosphere motivating or overwhelming? Outside eyes can help uncover blind spots and elevate your brand experience.
6. Create Signature Moments
In hospitality, “surprise and delight” moments are built into the guest journey — like handwritten notes or free upgrades. These touches stick in guests’ minds long after checkout.
For rec centers, consider:
- Giving new members a branded gift or welcome note.
- Recognizing 100th check-ins or birthdays with rewards.
- Offering post-workout chilled towels or healthy snacks.
Small gestures go a long way in turning a standard membership into a memorable experience.
7. Invest in Employee Culture
Great hospitality experiences start behind the scenes. Top-tier hotels invest in employee training, appreciation and empowerment. Why? Because happy staff deliver exceptional service.
The same applies to recreation. When your front desk team, trainers and cleaning crew feel valued, it shows. Create a culture of respect, training and recognition so your team becomes your brand’s best ambassadors.
8. Design With Intention
Hospitality brands are masters at crafting mood through design using light, sound, scent and layout to influence how people feel.
Teams should consider the same: Is the lighting energizing or harsh? Are your spaces easy to navigate? Could a scent or sound strategy enhance recovery areas or locker rooms? Creating an environment people want to spend time in will pay off in retention and referrals.
9. Build Community Through Events
Hotels and resorts host mixers — yoga on the lawn, wine tastings and more — not just to fill time but to foster belonging.
Rec centers can create that same magic through member socials, workshops, fitness challenges and appreciation nights. People who feel part of a community stay longer — and bring their friends.
The Bottom Line
Hospitality isn’t just about five-star resorts; it’s about how people feel from the moment they arrive to the moment they leave. And that’s exactly what rec centers should aim for. In a competitive market where price and equipment are no longer differentiators, the experience is everything.
By embracing hospitality principles — wellness-focused environments, smart technology and deep personalization — operators can set themselves apart and create spaces where members feel valued, cared for and motivated to return.
Because just like in the hospitality industry, the best fitness experiences aren’t just delivered — they’re felt.
