Part 1: Club Technology

We live in an age where technology is everywhere—in our work lives, our personal lives, our children’s lives, our daily tasks, our spending and buying habits, our media consumption habits…the list goes on and on. And it’s hard to keep up with technology continuously advancing at such a rapid pace! Now, bring artificial intelligence (AI) into the conversation, and it is easy to feel like your head is spinning.

But with these advancements comes great opportunity. In part one of this series, we will explore the transformative potential of AI-driven personalization tools in enhancing the member experience in private clubs. These trends reflect the changing landscape of the private club industry, emphasizing technology-driven enhancements in member engagement, automation, personalization, and health and wellness integration.

The Concept of AI

AI-driven personalization tools leverage machine learning to create tailored experiences that directly address individual preferences and needs. This encompasses a range of applications, including employing analytics to gain insights into member behavior, tailoring personalized content for members, enriching user interaction through AI-powered chatbots, and generating content for both membership and marketing purposes. The integration of AI technology empowers clubs to streamline their processes, gain a competitive advantage, and ultimately elevate member engagement and satisfaction. Here, we provide six examples of how AI can be applied at your club!

• AI writing tools such as Writesonic and ChatGPT elevate content creation by generating high-quality copy for websites, email campaigns, and other communication channels. Likewise, AI tools like Mid Journey offer avenues for creating compelling visual content. Marketing and Sales strategies benefit significantly from these types of prompt-based innovations, especially for clubs that have limited staff or resources related to marketing functions.
• Online Chatbots are conversational tools that perform routine tasks efficiently. This type of AI can be integrated on a club’s website to promptly address common member queries about hours of operation, event details, dining information and more to facilitate routine member interactions. This bolsters member engagement with the club’s website while freeing up club staff for addressing unique member issues that require human capabilities that can’t be automated.
• AI-driven sensor networks prove invaluable in monitoring facility conditions when it comes to the realm of facility management. This proactive approach aids in identifying issues early and implementing cost-effective maintenance solutions, thereby enhancing safety and comfort for members. For instance, certain sensors can monitor temperature and humidity levels, preventing issues like mold or mildew in moisture-sensitive areas.
• Geofencing technology leverages the widespread use of smartphones and GPS-enabled devices to create virtual boundaries around club locations. When a mobile user enters these predefined zones, various events can be triggered through SMS or push notifications, ensuring the delivery of timely and relevant experiences. This adds another layer to member engagement by enhancing auto-communications, check-ins, and personalized offers. For example, if a member enters a Fitness & Wellness Building, they can automatically receive a notification related to certain group exercise class times available for that day and encourage them to check-in and attend the class.
• Hyper Automation combines process automation and AI to improve work quality and expedite operations. It streamlines both simple and complex tasks, saving time and making work more enjoyable for employees by taking away repetitive jobs, allowing them to focus on more satisfying work. Customer Relationship Management (CRM) systems streamline operations by managing customer interactions, personalizing communication, and enhancing overall efficiency. By creating targeted lists based on member information, staff members can have this information on hand so they can focus on in-person connections.
• AI in health & wellness integrates technology to promote mental, nutritional, and physical health. Members can receive personalized routines and recommendations from their club trainers, helping them stay on track while monitoring their progress. Class and program scheduling benefit from AI tools, enabling efficient organization, attendance tracking, robust reporting and analytics so that clubs can understand demand and adjust accordingly. Facility access technology is also advancing, offering members AI-powered smartphone access for facility entry, adding value and potentially boosting sign-ups for members who need early or late hour access to fitness facilities.

Understanding the Risks

While there are numerous positive benefits and applications of AI, this type of technology also comes with a set of associated risks. For starters, AI has limited creativity compared to humans. It lacks intuition, which can result in less inventive and distinctive results. When it comes to content creation, AI tools like GPT-3 still have the potential to produce factual errors and inadvertent plagiarism. The key takeaway? AI can help, but it still needs human oversight and direction to create desired outcomes.

But in the end, AI tools offer a range of solutions that empower General Managers to enhance member experiences, streamline operations, and foster engagement across various dimensions of club management. From communication and scheduling to member relationship management and marketing efforts, the integration of AI holds the promise of a more efficient and engaging club experience.

 Has your club begun to embrace artificial intelligence? Comment below and let us know!