THE PRIVATE CLUB industry is always looking for new ways to expand its services and to provide greater value to its members. Oftentimes this priority is challenged by both operating budgets and physical limitations of the facilities.
With the current demand for wellness programming, adding a medical wellness component, like physical therapy, is an easy way to o er new member services using the club’s fitness facilities and related services—with no capital expense and no added space or equipment to existing fitness facilities.
Clubs like The University Club of Washington, DC and Army Navy Country Club in Arlington, Va., are offering their members physical therapy services at their clubs’ fitness facilities through a partnership with Concierge Physical Therapists (CPT), a leading provider of physical therapy services since 2014.
CPT was founded to provide clients with a higher level of personalized services than was currently being offered at high-volume physical therapy clinics. It provides private, hour-long appointments with a physical therapist who specializes in manual techniques and neuromuscular re-education and exercise throughout the mid-Atlantic area, including nine private clubs.
According to John Porter, assistant general manager for fitness at Army Navy Country Club, and board member of the Club Spa and Fitness Association, “Physical therapy is a natural fit for private clubs as we continue to evolve from fitness to wellness. It’s great for members, who love to come to their club for services, so it creates greater value in their membership. It’s also great for clubs, because members going through physical therapy can then be directed into other services, such as personal training or massage therapy, to continue their recovery.”
“Offering first-class physical therapy services has added incredible value to our members,” said David Conroy, general manager of The University Club of Washington, DC. “It elevates us from having just another fitness center to giving the members one place where they can take care of their rehab needs.”
Conroy continued, “Having physical therapy services at the club adds another level of engagement of our members. The more ways we can engage them, the more meaningful the member experience, leading to long-term member satisfaction.”
Club members benefit from several aspects of this tailored and customized service. First and foremost is convenience. Members can avoid the traffic, parking and wait times of high volume clinics and enjoy the appointments in an environment that they prefer. This benefits the clubs as well, since it provides another opportunity for members to visit and spend time at the club.
In addition to the convenience, the high level of service and private, intensive approach further distinguishes this concierge service. Club members can also use this service access their health insurance, including Medicare, for benefits.
Said Porter, “The advantage of working with Concierge Physical Therapists is that they can handle scheduling appointments and insurance, so there’s no burden placed on club staff. We linked our website to their scheduling page to make it easier for members to set up appointments. We also provided the company with the graphics we use on our site so that their page would maintain the same feel as our website. It’s important for members to feel that this service is still part of their club.”
These services are easy to implement, require no capital expense for new equipment or space, and involve a profit share for the club. This expanded health care service provides an increase in revenue, without cost to the club. However, the service is best suited for clubs that have a fitness culture already established.
As more members seek wellness offerings, physical therapy can work proactively to reduce potential injuries by identifying asymmetries in the body including posture, muscular strength or flexibility. By correcting these asymmetries, club members can greatly reduce the risk of injury from sports, or even prevent more insidious events like disc herniations. Also, physical therapists can work retroactively, in a rehabilitative way, to help clients recovering from surgeries like rotator cuff repair and joint replacements. Physical therapists can restore range of motion, reduce pain and increase strength.
For more information about Concierge Physical Therapists, contact [email protected].