Why going beyond expectations creates loyalty that lasts.
The Challenge of Service in Today’s Clubs
Great equipment and a spotless facility are important, but they aren’t enough to keep members coming back. Today’s members compare their experience at your club not only to other gyms, but also to Apple, Nordstrom, and world-class hospitality brands.
As Blair McHaney, CEO of MXM and a nationally recognized expert on customer experience, teaches in his Club Solutions Institute course “Building the Foundations of “Unbelievable” Service,” the real differentiator is creating meaningful, memorable service moments that turn members into loyal advocates.
1. Aim Higher Than “Expected”
McHaney introduces the six levels of service — from “criminal” at the bottom to “unbelievable” at the top. Most clubs hover in the “expected” range, but growth comes when you consistently operate in the higher tiers: desired, surprising and unbelievable. What was surprising yesterday is expected today, which means you must continually raise the bar.
2. Gracious Greetings and Goodbyes
First and last impressions stick. A warm welcome and a genuine farewell communicate appreciation for a member’s time, effort and investment. Scripts won’t cut it — staff should be fun, personable, and authentic. Leaders play a vital role in modeling these behaviors and creating an environment where team members want to deliver them.
3. Personalize Every Interaction
Nothing builds belonging faster than being known by name. McHaney emphasizes that name recall is trainable — staff can use memory associations, software cues or peer support to master it. Pairing this with small, genuine compliments (“I’m impressed with how consistent you are” or “That’s a great effort on a tough workout”) helps members feel seen and valued.
4. Master Service Recovery
Even the best-run clubs will have service slip-ups. The difference is in how you recover. Taking ownership, showing empathy and hustling to resolve issues can actually increase loyalty. Aim for what McHaney calls a “five-star fix” — resolving the problem so well that the member leaves more loyal than before.
Why This Matters for Club Operators
Exceptional service isn’t fluff — it’s strategy. Members who feel known, valued and supported are far more likely to stay, spend and refer. By consistently delivering pleasant surprises and handling mistakes with grace, you build not just customer satisfaction, but true loyalty.
That’s exactly what Club Solutions Institute was created to deliver: expert-led courses that break down the strategies, systems, and skills your team needs to compete at the highest level. From member experience and hospitality to marketing, sales and profit centers, CSI is your resource for upskilling staff and future-proofing your business. To learn more, request a demo.
