The health and wellness industry is ever-changing. Each year, new program trends rise, offering rec centers new opportunities to capitalize on them.
Jason Stowell, the division director of fitness and wellness at the JCC of Greater Pittsburgh, said the health and wellness space continues to expand, diversify and niche in 2020. “Most of the other trends you will see predicted for 2020 will all fall under the umbrella of specificity,” he said. “Gone are the days where members were limited to only the fitness activities that were available in their big box gym.”
In today’s industry, members want exactly what they want, when they want it, delivered in the modality that they want it in. Having programs members want to be a part of not only improves morale, but retention as well.
According to Stowell, 2.2 is the magic number when it comes to retention. “If your average member participates in 2.2 programs at your facility, they are likely to retain their membership year in and year out,” he said. “This doesn’t necessarily mean two paid programs. It means if a member takes a Group X class and then uses the steam room for 15 minutes, you have a great chance of keeping them.”
How do you get members in these programs? Plug in new members quickly and intentionally within your community, and provide wellness solutions that are specific to them. “The needs analysis or tour form needs to follow the member’s journey through the first 45 days of their membership to ensure engagement is achieved,” said Stowell. This will help ensure your facility is capitalizing on wellness trends.
Following trends and adding new programs can seem risky, but Stowell says it’s worth taking the chance. “At the Pittsburgh JCC, we continue to exponentially expand on program offerings,” he explained. “Do not fear taking chances on new programs. Failures will fade away, but your successes will compound over time and create something truly great.”
According to Stowell, success isn’t a happy accident. If facilities keep a steady hand on today’s revenue while keeping a watchful eye on tomorrow’s opportunities, the sky’s the limit to what your facility can achieve.
