Business View Magazine - May 2024

development. COVID IGNITES TECHNOLOGICAL INNOVATION In the wake of the COVID-19 pandemic, The Sports Facilities Companies faced unprecedented challenges. Lockdowns, restrictions, and safety concerns disrupted operations and forced a revaluation of traditional practices. This tumultuous period for O’Brien and his team catalyzed innovation, with technology emerging as a linchpin in their response strategy. O’Brien reflects, “COVID changed a lot of things. But two things we doubled down on were technology and cleanliness.” Data analytics is at the forefront of the technological arsenal. O’Brien underscores the importance of understanding customer behavior and preferences, particularly in venues with membership models. And cultivating a clean and safe environment for all stakeholders. “Using data to help drive decisions for future growth at existing facilities is key,” he emphasizes. “We aim to make the membership experience seamless and efficient, leveraging insights to tailor offerings and enhance value for members and their families.” However, O’Brien quickly stresses that technology isn’t a one-size-fits-all solution.Each facility is unique, with its own set of challenges and opportunities. As such, the approach is highly customized, focusing on finding solutions that align with each client’s specific 66 BUSINESS VIEW MAGAZINE VOLUME 11, ISSUE 05