1. Customer Service Is Your Brand in Action

Customer service isn’t confined to a single department—it’s your brand in action. While your website and social media might attract potential members, the interactions your team has with members are what create lasting connections.

Every interaction—whether it’s a greeting at reception or a chat in the gym—reinforces (or undermines) your brand promise. Train your entire team, from hygiene staff to part-time workers, to consistently embody your customer service standards. After all, they are your brand ambassadors.

As Noel Murphy from Kildare Leisure Centre says, “If you meet any staff member, anywhere in our centre, they will greet you. It’s in our DNA to say hello to our members.”

It’s not just about greetings. When staff members—from hygiene teams to receptionists—are engaged and empowered, their enthusiasm is contagious. Members notice, and that positive energy builds trust, fosters connection, and creates a sense of community.

2. Retain Members, Reduce Costs

Did you know that replacing a member who leaves can cost up to €800? Retaining current members is not only more cost-effective but also more impactful.

The Irish fitness industry generates €281 million annually, with over 10% of the population as gym members (Sport Ireland, 2023). Retention is critical to sustaining this momentum and maximising member lifetime value. Exceptional customer service is key to keeping members happy, engaged, and loyal.

3. Reframe Complaints as Opportunities

In our workshops, we encourage teams to think about how they can reframe complaints as opportunities. When a member raises an issue, it’s not just a problem to solve—it’s a chance to connect.

For example, if a member complains about a broken machine, your team could simply apologise and move on. But what if they also took the time to acknowledge the frustration and explain how the issue will be resolved? Moments like this deepen trust and show members that their concerns matter. Done well, these interactions can transform frustration into loyalty.

Standards are Your Engine

It’s easy to talk about setting excellent customer standards, but the challenge is making them consistent, actionable, and part of the DNA of your centre.

Start by clearly defining what “great” looks like—break it down into simple, specific, measurable actions. Communicate them relentlessly, not as goals but as non-negotiables. Build rituals around these standards: daily check-ins, visible metrics, and shared accountability. Then, tie everything—your coaching, feedback, and recognition—back to these standards. When standards are embedded in every conversation, every meeting, and every decision, they move from being ideas to habits. That’s how you make them stick.

4. Feedback Fuels Improvement

Do you know what your members really think? Post-pandemic shifts have changed member needs and expectations significantly (Irish Times). Regularly asking for feedback is one of the most effective ways to stay ahead.

Even more important: act on the feedback. When members see that you’re listening and responding, it shows that you care—and they’ll reward you with loyalty.