How to improve customer service in a sports club?

Dec 11, 2023 | Sports management

In the competitive world of fitness and wellness, improve the customer service in your sports club can make the difference in retaining and attracting members. It’s not just the equipment or classes, it’s also about ensuring that your users  have a memorable and satisfying experience in your sports club.

In this article, we will see four key strategies to improve the customer service in your sports club that will keep your users coming back for more. Let’s see them!

1- Measure your users’ satisfaction

One of the basics of exceptional customer service in your sports club is the ability to understand and address your users’ satisfaction effectively.

Surveys and feedback are powerful tools for achieving this. These surveys should be thoughtfully designed as they provide users with a direct channel to voice their opinions. Regular analysis of this feedback is key to spotting trends and areas that need improvement. It’s essential to be responsive and show users that their opinion matters by implementing changes based on their suggestions.

To enhance customer service, it is needed to continually check the satisfaction of your users. A few actions you can do are:

  • Surveys and Feedback: As we said, you need conduct surveys to collect feedback from your users. Make it easy for them to share their thoughts and concerns. These surveys can be distributed via email, in-app, or even in person.
  • Net Promoter Score (NPS): Implement the NPS system to analyze how likely your users are to recommend your sports club to others. NPS provides a straightforward and actionable metric to assess overall satisfaction.
  • Analyze Member Data: Dive into the data you have on your users. Understand their attendance patterns, preferences, and behaviors. This information can help you tailor your services to meet their specific needs and expectations.

*To ensure excellent customer loyalty at your sports club, you need two things: analysis and strategic planning. Check out this article and see how Resasports can help you: How to Improve Customer Loyalty in Your Sports Center with Resasports Reports.

2- Take care of the welcoming process of a new user

First impressions count, and this is especially true in the fitness industry. The initial welcome a new user receives sets the tone for their entire membership experience.

A warm and genuine greeting from your staff creates an inviting atmosphere, it’s important to make users feel valued from day one.

The first impression is crucial, and a positive start can significantly impact the user’s perception of your sports club. To ensure a warm and welcoming first day:

  • Warm Welcome: Greet new users with a friendly and genuine welcome. A warm smile and a personalized greeting can make a world of difference.
  • Orientation Sessions: Offer orientation sessions to new users. These sessions can acquaint them with the facilities, equipment, and policies, helping them feel more at ease.
  • Easy Enrollment Process: Simplify the enrollment process. Make it easy for new users to sign up, pay, and get started with their workouts. Streamlining this procedure can avoid initial frustrations.

3- Know and listen to your users is key to improve customer service in your sports club

To provide exceptional customer service, it’s crucial to truly know your users.

Encourage your staff to be attuned to the concerns, questions, and feedback of users. Addressing individual issues promptly and effectively can significantly improve their satisfaction and loyalty. Users want to know they’re not just another number.

Here are three examples of actions you can carry out:

  • User Profiles: Create detailed user profiles to better understand the demographics and preferences of your users. This data can guide your decision-making processes.
  • Regular Check-Ins: Regularly check in with users to ensure their needs are met and to address any concerns they may have. These interactions foster a sense of care and belonging.
  • Active Listening: Encourage staff to actively listen to users. Sometimes, all they need is someone who is willing to listen and address their concerns promptly.

*As we said, the success of a sports club lies in giving users what they want. Do you really know what they value most? We’ll tell you in this article: What do users look for in a sports centre?

4- Foster closeness between sports club and users

Building a strong and lasting connection between your sports club and your users is another basic to increasing loyalty and retention.

These personalized touches go beyond the physical aspects of the club, fostering emotional ties that lead to to higher retention rates and increased loyalty. Check this engagement strategies:

  • User engagement strategies: Develop programs and initiatives that keep users engaged. This could include fitness challenges, rewards programs, or themed workout events.
  • Personalized communication: Use user data to send personalized communications. Sending birthday wishes, workout reminders, or updates on new fitness classes make them feel valued.


By focusing on these four key strategies, you can improve the customer service in your sports club and create an environment where users feel valued, appreciated, and motivated.

In the competitive fitness industry, outstanding customer service can set your club apart and lead to long-term success. Remember, happy and satisfied users are more likely to recommend your sports club to others.

Find out how to keep your users motivated, learn how to measure their level of satisfaction with the club and design concrete actions and strategies to help you improve their experience. Download our free guide!

Measure the satisfaction of your sports centre users

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