Business View Magazine | Volume 9, Issue 1

112 BUSINESS VIEW MAGAZINE VOLUME 9, ISSUE 1 services at the same level as if she was coming into the club?’ So they’ve had to really create new programming and learn all sorts of new skills.” Despite the fact that CSFA member clubs typically appeal to an older generation, the association is doing its part to help its members draw in a younger crowd. “You just have to offer what they’re interested in,” Lord explains. “One of the top things for that is technology. From the equipment, to how they are signing up for services, signing up for personal training, signing up for spa services, whatever it is, you have to have a technology component.” Another major draw to bring in more youth is expanding the wellness services available. “Having the room with the treadmills and the elliptical machines is just not enough,” Lord adds. “There’s are so many wellness services that people can access now, whether it’s physical therapy, Thai massage, dieticians, nutrition services. Some clubs are even offering life coaching. All these additional services tap into the ecosystem of wellness and are not just siloed into that very physical focus.” Looking to the future, Lord hopes to continue to grow the CSFA community and make it the go- to place for wellness professionals. She shares, “My hope over the next three years as wellness continues to thrive, is that our educational opportunities and professional development opportunities grow. But also that we see the attention to wellness professionals grow. This group of people is highly knowledgeable, highly skilled, and critical to the success of certainly our club communities, but also the community at large. If we have a healthy, well community, that helps everybody.” walking their club members through a home massage or home facial. And then of course people who had the opportunity to use outdoor space used it very well.” Finding new ways to engage members during the height of the pandemic was top priority for CSFA member clubs, as many of those clubs’ members are seniors. Lord attests, “That population was understandably very hesitant to come back. They are very concerned about their health, even with masks and vaccines. So these wellness directors and their teams had to respond and say ‘Okay, how do we give Mrs. X, who is nervous to come into the club, wellness