Beyond Opening Day

1. Build a Culture of Clean

When a facility is new, it is easy for everything to look great. The real test is how it looks a year – or many years – later. Customers notice the parking lot, the entry glass on the front door, the locker rooms, the baseboards, the kick plates, and dust on the overhead ductwork. These details shape their perception of how well you care for the building and for them.

Schedule an annual facility shutdown for deep cleaning, but do not wait until shutdown week to identify problems. Cleaning is everyone’s responsibility, not just the custodial staff. Managers should regularly use the facility as customers do: lie on the workout benches, use the locker room showers, and enter from the parking lot. Walk through the facility and wipe down the fitness equipment, handrails, and elevator buttons. Not only does this keep everything clean, but it also signals to staff that your facility is important. Install a culture of cleaning from day one, and yes, it starts in the parking lot!

2. Train Every Employee for Customer Service

Customer service extends beyond the front desk, though positive interactions with front desk staff are crucial to top-notch customer service. Custodial, maintenance, programming, aquatics, and administrative staff all influence a visitor's experience. Train the full team, including janitors, and every new employee. Set clear expectations, provide helpful scripts where needed, and reinforce that assisting customers is part of every job.

3. Watch the Numbers Before They Become Surprises

Review expenses and revenues at least quarterly. Look for patterns in staffing, utilities, chemicals, supplies, maintenance, program enrollment, and rentals. Understand which costs are included in your facility budget to ensure consistent performance measurement over time.

Fees should also be reviewed on a predictable schedule. Any adjustments should reflect your agency's cost-recovery philosophy, community priorities, and commitment to access. Small, well-communicated changes are often easier for customers and decision-makers to understand than a large correction after years of delay.

4. Keep Programs Relevant

Ensure programs are relevant to retain members. Use satisfaction surveys, customer conversations, enrollment data, waitlists, and cancellation rates to understand what is working.

One high-performing agency hosts an annual membership appreciation day to thank customers and ask what would keep them coming back. The feedback is operational gold, and so they treat it as such! Feedback only matters if patrons see a response. If customers ask for more pickleball or HIIT, explain what you can add, adjust, or test.