Who will benefit from reading Caring?
• Owners, boards of directors and key influencers in the ownership and management of health clubs, gyms, athletic clubs, country clubs, YMCAs, JCCs, boutique studios, specialty gyms (martial arts, gymnastics gyms, cheer gyms, dance studios, etc.) and senior/active older adult centers. This book will provide a comprehensive overview of the essential ingredients that go into club management, including many intangibles that may not be readily apparent to those looking in from the outside. It will also provide these club leaders with a knowledge base from which to improve their selection process for key management positions within their organizations. Finally, I hope that this composition might influence some Type A personalities to rethink how they are leading their own organizations and maybe inject a bit more empathy and compassion into the manner in which they treat their employees. Their organizations will actually be more financially successful because of this paradigm shift.
• Those seeking management positions or promotions in the aforementioned facilities. Up-and-comers within a club or company, who desire to grow in responsibility and compensation, will gain a much deeper understanding of what really matters relative to effective leadership in this dynamic industry.
• Students of recreation management, sports management, club management and hospitality management will learn about many of the intangibles that make this business tick. Many of these topics are not taught in formal education, but rather have been learned from decades of managing several different kinds of clubs in different markets and at vastly different price points throughout the industry. Hopefully, this material will create a sense of inspiration to pursue a career in this exciting industry.
• Leaders within any organization that relies on membership for its growth and success will find many parallels to the challenges they face in getting their arms around all of the people issues driving their businesses, while also building their brand appeal. Not only traditional clubs and gyms, but also such organizations as charities seeking to grow their donor base, large retailers seeking to increase their customer base such as Amazon, Costco and Netflix, and professional sports teams that seek to attract season ticket holders.
• Anyone who aspires to professional growth and development in a hospitality or customer service field. The proven practical approaches to a host of common challenges will help anyone interested in becoming more effective at their role because they will learn to be more effective setting and re-setting priorities and more effective dealing the people they work with, while becoming more efficient managing their time and tasks.
• Leaders in the hospitality industry (owners, executives, managers and supervisors) who lead others in providing customer service to large numbers of people.
• Club managers may even want to purchase copies to share with members and/or owners and staff, in hopes of helping them to better understand the challenges we all face in this business, such that they will be more likely to empathize with us when frustrated or upset.
I assert throughout this composition that the club business was, is, and will forever be driven by and for people…not facilities, equipment or technology. Yes, facilities matter. Yes, equipment and technology matter. But, these physical things only matter in that they are tools, providing club operators and fitness professionals with a means to continually improve the services provided for every club's most important assets…its people. I further suggest that if you take care of the people (employees and members) the profits will follow, but not in reverse.
Readers will find that this material presents some new twists on how they think about meeting and exceeding the needs of members and employees.