Physical distancing. Contact tracing. Mandatory PPE. These are just a few of the terms that even six months ago would have seemed like something out of a movie, but businesses everywhere today are adapting to this new reality and for many, technology is at the heart of how they’re getting back to business. There is no doubt that your club will play a central role in the initial phases of reopening and in your member’s return to many of the things they love. In doing so, you will be faced with new challenges that we never would have considered in the times before COVID-19.
On the bright side, clubs may actually have an advantage in reopening compared to other businesses because they have a direct line of communication with a defined customer base, can determine who is allowed to use the facilities, and many already rely on integrated management and booking systems which are now crucial to operations.
In making considerations for how clubs are going to operate during the period to come, three essential areas need to be taken into consideration: infrastructure, staffing and scheduling.
Infrastructure
First and foremost, ensure your technology infrastructure is up to speed for any planned changes. Increased demand on your network for new technologies and the necessary tools to ensure staff connectivity need to be considered.
More people will be working remotely even after businesses begin reopening. Google has just announced that their employees will be able to continue working remotely until the summer of 2021 and Twitter has made the move permanent. As a result of policies like this, your club could be an alternate work from home option for your members; but, do you offer free WiFi to members, and will your bandwidth sustain the new potential load when you go from member’s children posting TikTok videos to a full-fledged workforce operating out of your club?
What about your own employees ability to work remotely? This obviously isn’t an option for most front-line staff who interact with members on a daily basis, but office staff may want to continue working remotely for some time. You should ensure that your technology provider has options for you to enable them to do so.
Staffing
Staffing also should be a central consideration for your club, especially when it comes to tracking which employees have been on site, where they have been working, and when.
Many clubs are faced with the natural challenge that staff scheduling already presents. Numerous shift changes, overtime rules and whether or not available staff are qualified to work in certain areas of the club make this a complex task. Throw in the concept of contact tracing, and many clubs will need to find a better solution than pen and paper.
Another question is how clubs can minimize staff interactions with members while offering exceptional service levels. For some clubs, that means turning to self-serve options for members at locations like the halfway house, fitness centers and locker rooms. These are all areas where members may want a simple “grab & go” snack or drink but don’t require a staff member on site full time.
Scheduling/Tracking
The most challenging aspect of reopening is likely the need for physical distancing. It presents so many logistical challenges that the layers of change can seem daunting. Luckily, many areas of the club probably already have a number of tech touch points in place, which gives you a distinct advantage. In the new age of physical distancing, the need to ensure staff safety—and care for members own hesitations about public interaction—need to be taken into account. There are a number of ways technology designed for service areas of your club can help.
The most important consideration your club should make is mandating reservations. In addition to standard areas such as dining facilities and tennis courts, your club may need to take into consideration how to manage poolside patio reservations, lap pool lane bookings, beach chair rentals and more. By structuring these facilities with advanced reservations, you are better able to control the flow of traffic in and out of these areas, as well as the capacity within. This safeguards your members and staff and maintains a record of all those in attendance.
Where To Start
Begin your club’s reopening process with a thorough understanding of what technologies you already have in place to accommodate the “new normal.” Next, reach out to your technology vendors to see what options they may have recently made available, or how existing technology can be re-purposed to service the new demands on your club. In the end, we’re all here to make this transition back to normal as seamless as possible for you and your members.
Trevor Coughlan is director, marketing & product management at Jonas Club Software. He can be reached at [email protected].
