Look good. Feel good.

Design matters. Why? Because it is one of the first things to effect The Guest Experience. It establishes the tone of the on going relationship. Whether it’s your store, your club, your restaurant or your web site, these impressions matter. If you have any doubts about the value of investing in good design, and thus The Guest Experience, these two articles should help reorient your compass.

“Environment Plays a Huge Role in Member Retention” by Bruce Carter (Fitness Business Pro, August 2009).

When you spend on your club’s environment, you are spending on marketing. Think about having an environment that is so exciting, fun and stimulating that people actually love being there, and it makes them want to tell their friends about it.

“Turning Up the Juice” by Garrett Peck (Sante Magazine, September 2009)

No matter the size or demographics of your bar, creating and sustaining a successful vibe requires tuning (and sometimes retuning) the sensory experience and physical layout to match your clientele’s expectations and, above all, affording each customer personal and professional service.

The key is empathy. Stop thinking about what you see, or what you think you see. Now look at your company from the outside in. What do they, The Guest, see? And what impression(s) does that make on their experience?

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