Based on member feedback, McHaney has developed
a template, called Five Steps to Safety, that operators
can draw on when formulating their reopening plans
Blair McHaney
1. Encourage every member to roll up their sleeves and clean
Do everything possible to make it simple for members to police themselves when it comes to cleanliness and responsible behavior.
Do your members know what’s expected of them? Rules and regulations should be specific and easy to understand and implement. If there’s a violation, there should be a clear and well-defined follow-up policy.
2 Ensure every member of staff is a compliance ambassador
“Two factors critical in driving customer loyalty are cleanliness and staff friendliness,” says McHaney.
“You have to teach staff to be compliance ambassadors, in order to sustain cleaning practices, while remaining courteous. Club operators need to set and enforce clear standards for performance, while maintaining a delicate balance.”
3 Distribute cleaning substances widely (and keep them full)
This is one of those issues that needs to be revisited regularly on the basis of member comments or surveys. “You think you have enough spray bottles or sani-wipe dispensers out there, but then you get feedback saying, ‘It’s too hard to find a spray bottle,’” observes McHaney. “You think, ‘I was sure 50 was more than enough,’ but your scores are soft on this, while the edge on member’s voices are hard.”
Once, while reviewing his research, McHaney found one word kept surfacing. “The word ‘empty’ started to appear a lot,” he recalls. “It was a revelation. Not only do you need wipes, towels and cleansers; you also need to make sure containers are never, ever empty. It only needs to happen once and people remember.”
4. Be generous with
the hand sanitiser
Battery-powered sanitiser dispensers should be available both outside and inside the main entrances, in locker rooms and in high-touch areas.
Other tools for minimising contact and contamination include battery-operated soap dispensers; automatic doors and foot and forearm door openers.
MXM’s data indicates that making hand sanitising easy is critical to members’ likelihood-to-return. “You don’t have to have hand sanitiser stations everywhere,” says McHaney. “You could, for example, distribute hand sanitising bottles with your club’s logo on them, which members can refill as needed.”
5. Educate, market, and advertise
Make sure members know in detail all you’re doing to keep them safe: “You’d better be good at communicating that you’re best-in-class at doing this,“ says McHaney.
Signage and well-informed staff should inform customers about the importance, and benefits, of the club’s new operating procedures. Videos explaining and extolling its behind-the-scenes practices to guarantee member safety should also be prominent on the club’s website and social media pages.