Managed Fitness Amenities Lead to Greater Tenant Satisfaction
Providing health and fitness amenities is not a new trend, however it continues to be one of the highest sought after amenities! Whether it be an onsite fitness centre, virtual wellness solutions or wellness programing. For property owners and managers, a fitness amenity is designed to achieve 2 outcomes:
- Attract/Impress prospective tenants
- Create value for current tenants to renew leases
In a recent study, findings show that access to health and fitness is a top priority for employees. When employees were asked which aspects or perks would be most likely to make them stay if they were considering whether to stay or leave, nearly 40 percent said health amenities. (1).
Good Intentions don’t deliver Great Results
Armed with this knowledge, it is important to note one important fact- a “build it and they will come” approach may be misguided.
Providing fitness space and equipment is a nice intention. However, many of the tenants likely already own or have owned fitness equipment in their homes that ended up never being used. This is often the same outcome for unsupervised fitness centres offered as a tenant amenity. It can also become a low value amenity causing frustration for owner/managers and tenants with unmaintained equipment or lack of centre care potentially resulting in limited use and an unsafe environment.
Many building owners/managers are realizing investing in a fitness amenity and leaving it unstaffed is a mistake. Those who invest in proper design and provide a professional atmosphere are achieving better returns on their investment.
Initially the first impression of a fitness facility is judged by the condition, variety, layout, moderness and maintenance of the equipment. Also by the general feel for the facility, the colours, the music (is it welcoming, does it represent the building tenants demographic, etc.). These are all key areas to consider during design.
Deliver Ongoing Value and Build Long-term Relationships
Once an initial impression and expectation is set, it is critical to maintain a positive, lasting impression. The follow up to ensure you do not over promise and under deliver includes details like etiquette enforcement, safety and services (available services and classes) .
In many cases tenants will justify paying an additional fee (membership) if the value is there.
Tenants who would typically never use a “self-serve” or un-supervised facility, will join and use a staffed facility. On-site staff provide the necessary comfort level, connecting tenants with tenants and recruiting new tenants to be engaged all creating more value in the building.
When looking at staffing your fitness amenities, the team you have in place is also important to consider. Here are a few key benefits to hiring a management company, such as LIV North, versus leasing space to a private fitness operator:
- Consistent Service
- Professionally Managed
- Access to additionals resources and programming
- Equipment Maintenance and Procurement
- 30-40% of tenants use a professionally managed amenity vs only 8-10% for unstaffed fitness amenities
- Decreased liability risk
- Revenue and expense management
- Shared vision with Property Owner/Manager
- Help build community within companies and buildings
With over 45 years of experience in club management across Canada, LIV North is prepared to work with your team and develop plans and programs to meet and compliment your organization’s goals. Whether the goal is engagement, usage, revenue or tenant retention, we can help.