Healthy members and employees are good for business. After all, when your members are healthy, they are more active and take advantage of more club amenities. Having healthy employees increases productivity, reduces absenteeism and health care costs, and improves overall energy and morale. Clubs are increasingly investing in the health and wellness of their members and employees to ensure that they have the support to meet their fitness and nutrition goals and maintain their mental and physical wellbeing. It’s the right thing to do, and it’s good for the club.
Private clubs have always strived to meet the social and recreational needs of their members, but with unprecedented access to information on diet and exercise as well as a cultural shift in thinking about self-care, mindfulness and sustainability, clubs have an opportunity to provide an array of programs and amenities to support the lifestyle goals of their communities.
Meeting Member Wellness Needs
Health and wellness trends change and evolve, and people jump on and off health and fitness bandwagons. Finding the sweet spot can be tricky: how do you invest in amenities based on member needs without going all-in on passing trends? The bottom line is that the needs of a club’s members will drive the programs and services that work for that particular club culture.
As CEO/General Manager Michael McCarthy advises in the sidebar featuring Addison Reserve Country Club, “Follow your members’ lead.”
The overarching trend is toward a more holistic approach to wellness—one that connects mind and body and encompasses fitness, nutrition, mental health and sustainability, and being conscious of the impact of one’s choices. Perhaps your members want more personal training, maybe they want support groups or fitness challenges, perhaps workshops on sleep habits or a series on meal planning, maybe they need education on different nutritional approaches or even a weight loss support group, or maybe they need a golf expert to address physical issues and help improve performance on the course. There are many ways to support members’ wellness goals.
Physical Fitness and Training
Clubs have competition from health and fitness facilities, and the bar can be pretty high. Having a facility outfitted with the latest equipment and the space to provide cardio and strength training, high intensity and low impact and group classes and personal training is key. Classes also need to cater to both ends of the spectrum: the younger robust fitness fanatic who wants to burn calories and build muscle and the aging, more sedentary member, who wants to “become more active” and work on balance and flexibility. Making members of all abilities feel comfortable and welcome will build a community that engages in fitness at the club as opposed to having memberships at separate facilities.
While older members seem to appreciate personal attention and targeted training, young fitness members want a connectivity that goes beyond the walls of the club—think Peloton or Orangetheory or similar communities that gain a cultish following. Can you foster that at the club?
Spa Services and Self-Care
Spa services used to be a luxury, but recently the “self-care” movement has taken hold and there has been a shift in perception about these services. Self-care has evolved from a luxury of the privileged to a priority for the mindful. Massages, facials and other spa treatments can rejuvenate the body and feel restorative to the mind.
Massage therapy, light therapy, saunas, salt rooms, oxygen bars and hydrotherapy are services that straddle that line and make a member feel good. If members are going elsewhere for these services, you need to examine the club’s capabilities to meet these needs.
Nutrition, Allergens and Healthy Options
Mark Bado, MCM, CCE, general manager of Myers Park Country Club (MPCC) in Charlotte, N.C., believes the trend toward wellness at clubs has many layers and nuances, and the culinary piece is no small part of it. He laughs when he explains all the modifiers that are needed on his club’s menus. MPCC still has a need for rich sauces and Low Country cuisine, but the menu is increasingly more diverse and is certainly demarcated like never before. Members want to know that food is local and fresh and earnestly ask where it is sourced. The trend toward sustainability and conscious consumption has not abated: vegan, vegetarian and pescatarian palates are more common. Members expect to not only be accommodated, but to have multiple options.
People also may choose particular diets, such as keto-friendly, paleo, Whole 30, low sugar, low carb, gluten free, low calorie or dairy-free. Additionally, serious food allergies can be manageable with the cooperation of the kitchen—getting serious about eliminating cross-contamination risks, being deliberate and clear in labeling ingredients, communicating constantly with the staff and members is important. Regardless if members’ choices are based on philosophy or physical requirements, culinary teams need to be able to differentiate among the diets, identify daily options, and communicate nutritional information transparently.
Taking Care of Employee Wellness Needs
Russell Sylte, PGA master professional and general manager/COO of The Hacienda Golf Club in Southern California, is excited and pleased that his club is about to earn a singular distinction: the first club in the country with 12 certified mindful professionals (CMPs) on staff. Their journey with Rick Ladendorf and Craig Marshall of Mindful “U” (a Prevo Health company) has been transformative for the entire team and has infiltrated both the personal and professional lives of the staff as well as the members of the club. The club continues to invest in employee development and education to give them the tools and the confidence to be calm decision-makers and hone their leadership skills in an intentional way.
The Mindful “U” Leadership Engagement Program has been truly inspirational for each participant and they feel better for having done it. Of course, clubs are always looking for quantitative data, and the program shows both statistically and anecdotally how participants move the needle, ultimately translating to upgrading the member experience.
Focusing on health and wellness for employees and members indicates an investment in your community and is the long-term play for driving innovation and sustainability. Whether it’s weight loss, stress relief, meditation or fitness goals, your club community wants to feel supported.