Black Raccoon Consulting Gym Growth Network

  Why Do So Many Hotel Managers Overlook the Value of Their Leisure Clubs? In many hotels across the UK, the leisure club exists quietly in the background—ticking along, absorbing overhead, occasionally praised in guest reviews but rarely a strategic focus. It’s a paradox that those overseeing complex, multimillion-pound hospitality operations often underappreciate one of the few hotel departments with the potential to generate year-round revenue, boost guest satisfaction, and enhance long-term brand value. Understanding why this happens—and more importantly, what can be done—requires a deeper look at how hotel leisure clubs are perceived, where their value truly lies, and what opportunities remain untapped. The Leisure Club as a Cost Centre: A Common Misconception It’s not unusual to hear hotel managers refer to their leisure facility as “just an amenity.” This mindset is often reinforced by spreadsheets: energy bills, maintenance costs, payroll for lifeguards or gym staff—all of ...

  The Power of Communication in Gyms: Why It’s the Cornerstone of Member Experience and Retention Walk into any successful gym and you’ll likely feel it before you see it — a sense of connection. Members are greeted by name. Staff make eye contact and genuinely engage. Communications feel timely, personal, and relevant. This is no accident; it’s the result of a culture built on intentional, powerful communication. In an industry where competition is fierce and customer expectations are rising, the way we speak to our members — and just as importantly, how we listen — has never been more vital. Communication, in all its forms, is what builds trust, drives action, and creates loyalty. Communication Is More Than Words — It’s an Experience At its core, communication in a gym is about creating meaningful connections between the club and its members. This happens through: In-person conversations at reception or on the gym floor Phone calls to follow up on leads, missed sessi...

  Building a High-Performance Team in Your Gym: What We Can Learn from Elite Athletes Elite sports teams and individual athletes rarely claim victory from talent alone. They succeed through highly coordinated support systems—strength coaches, sports psychologists, nutritionists, data analysts, and medical staff—all working in harmony to optimize performance. After all, it’s not just about who runs fastest or lifts heaviest; it’s about ensuring every variable—from mindset to recovery—is dialed-in to deliver peak results. Why This Matters for Small Businesses You’ll recognize this model in large corporations too: extensive head offices packed with specialists—from HR and marketing to supply chain and finance—ensuring each department performs at its best. Small businesses, however, often rely on a core handful of people to manage everything. The result? Overwhelm, inefficiencies, and missed growth opportunities. But here’s the good news: you don’t need a full support team on payro...

  Finding the Gaps: Elevating Your Gym Beyond the Basics I recently came across a story from a renowned business mentor that perfectly captured the mindset of successful businesses. It involved a restaurant owner who took his team to dine at the world’s top-rated restaurant. Rather than simply admiring what was done well, he challenged them to see what was missing — the subtle gaps that even the best overlooked. By finding those gaps, the restaurant didn’t just match the top players; it became the best by filling spaces others hadn’t even seen. This mindset is critical for gym owners today. Too many clubs focus solely on what’s visible — new equipment, price points, fancy classes — and ignore the deeper experience that truly sets them apart. Real competitive advantage doesn’t come from copying what others do. It comes from seeing what’s missing and filling it with meaning. Seeing the Difference: Copying vs. Leading When you visit a competitor’s club, it’s easy to focus on the...

  Understanding Your Market Position — and How It Shapes Your Gym’s Service Delivery In the fitness industry, one size does not fit all. From budget operators to boutique studios, every gym sits somewhere on the price-service spectrum. But far too many clubs get stuck in the middle — not quite cheap enough to win on price alone, not quite special enough to stand out on experience. The key to sustainable success? Understanding exactly where you stand in your market — and delivering a service experience that matches (and surpasses) that position. Why Market Position Matters Your market position is essentially how your club is perceived by members and potential members compared to the competition. It’s shaped by: ✅ Your price point ✅ Your services and facilities ✅ Your branding and atmosphere ✅ Your staff and culture Once you’re clear on this, you’re no longer guessing how to compete — you’re tailoring everything you do to offer the best possible version of what you are....