Industry consultants often say that a key factor in a club’s success is its skill in communicating with members and potential members. Using the right tools to promote special offers, highlight new programming and services, and create a sense of belonging can boost revenue and retention rates. Although establishing a clear plan for day-to-day communications is important, the real measure of a club’s communications strategy often occurs when it is faced with news it would rather not share.

During the past few months, a number of clubs have been put to the test when forced to respond to reports linking their facilities or staff to negative incidents.

The year started off with the news that the owner of an independent fitness club in Louisiana had shot his wife before taking his own life. On that same day in January, a female employee of a Sport & Health club in Maryland was sexually assaulted and robbed as she left the club after closing. In March, a masseur at an independent club in New Jersey was arrested and charged with criminal sexual contact following allegations from a female club member. In May, a member of a 24 Hour Fitness club in California died after being stabbed in the club’s parking lot. Both Sport & Health and 24 Hour responded immediately to inquiries from Club Industry in those respective cases.

Club operators often will not reply to media queries about incidents like these or will say only that their policy is not to comment on open criminal investigations. However, this lack of response is not best practice when it comes to queries from members who may be concerned about their own safety or privacy, says Christine Thalwitz, director of communications for ACAC Fitness and Wellness Centers, Charlottesville, VA.

“The worst thing you can do is not get back to people and not formulate a response,” Thalwitz says. “Any response is better, even if it is just that the organization is still trying to gather information. I think it’s important to at least put out a statement that says we are aware of this and we are looking into it and we will follow up.” 

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