Barr emphasizes that the center is designed for everyone, not only high-level competitors. “Sometimes it is about pushing to a new level,” he says. “Other times it is about being able to get down and play with your grandkids.” The goal is to help members maintain mobility, reduce pain, and enhance their ability to enjoy all aspects of their lives. This comprehensive approach reflects a larger shift in how the club understands wellness. “It is meant to be a one-stop shop,” Barr explains. Members receive access to the same recovery tools found in elite sports programs, all within an environment that prioritizes accessibility, education, and long-term well-being. POWERED BY REPUTATION With such an extensive portfolio of amenities, one might expect a high-profile public marketing strategy. Yet the Detroit Athletic Club maintains a fully private status with strict limitations on advertising. Ben Manges, Director of Communications, explains the distinction clearly.“We are a private club. We are not able to market to the general public.” Despite this restriction, the club maintains a robust waiting list and strong engagement among its membership. Manges shares that the club relies primarily on internal communications and member advocacy.“Our greatest marketing tools are by word of mouth and the tradition, culture, and reputation that we have as a club,” he notes. His team focuses on ensuring Simmons & Clark Two Hearts Collection Necklace DAZZLING DETROIT SINCE simmonsandclark.com michael@simmonsandclark.com 313.963.2284 130 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 12
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