Do you remember the TV show “Cheers”? The classic “Norm!” said by all as one of the regulars walked into the bar is a great example of member culture. The Cheers song “Where everybody knows your name. And they’re always glad you came …” is what every Fitness business should strive for.
Now the beer, pretzels, and chicken wings may not resonate with the Fitness industry, but that concept of everyone meeting others and just having a great time is definitely needed.
In essence you want your facility to become a gathering place for people. It should be a place where everyone meets to go out for a run, comes to get that great workout, or just meets up with a friend to do some Yoga or stretching.