- More Than 550 Locations
- Facilities Accessible 24 Hours a Week
- Over 15% YoY Member Retention
The Challenge
Brian Tietz knew member expectations were shifting to focus on holistic health, and sitting at the forefront of this trend is recovery. Key challenges Brian faced while trying to add recovery to the member experience were concerns that recovery would turn into “one more thing to manage,” while also having uncertainties about pricing, and feared he might be investing in amenities that don’t actually move the needle on retention. Another worry was staff bandwidth—who sets up, supervises, and sells these services when teams are already stretched thin?
The practical solution
The webinar walks through a straightforward framework: clarify your member segments, define your primary outcome (retention, premium revenue, differentiation—or a mix), then right-size your recovery footprint and technology to match. Brian followed this blueprint and rolled out recovery in phases that started with introducing a self-guided recovery touchscreen that member could use on their own, on their own time allowing staff to do what they do best and engage with members. He then tested multiple products from massage guns to sauna booths figuring out what his members gravitated towards and continuously returned to use.
Proven Results of Recovery
BusinessStrategy
- New revenue opportunities
- Increased facility value
- Competitive differentiation
HolisticExperience
- Improved member retention
- Completes member journeys
- Drive member satisfaction
OperationalEfficiency
- Self-service recovery solution
- Scaling without staff increases
- Activated underused spaces