March 18, 2024
333: Serving Success in Tennis Leadership w/ Ed Shanaphy
This epiosde Ed Shanaphy from Beyond the Baselines Consulting and Management Group, dives into the tennis club outsourcing world. We're going to talk about how hiring experts can make clubs run better and give members a great time. Ed, who has worked in New York and Europe, will share his thoughts on managing clubs differently in these places.
In this episode, we explore how private clubs in the US and UK balance old traditions and new ideas. We'll discuss how American clubs are doing great by focusing on family services, and Ed will share stories about the classy yet welcoming British club scene. We'll also talk about how clubs can grow their membership by being smart in how they communicate and present themselves.
We'll look at how the hospitality world is changing after COVID, especially in hiring and creating new activities. We'll talk about the benefits of mixing experienced staff with new, energetic people, forming a mentorship that leads to top-notch service. To wrap up, we'll brainstorm some exciting activity ideas to keep club members interested and active. This episode is perfect for club managers, tennis enthusiasts, or anyone who likes talking about smart strategies.
Follow us on the socials
Private Club Radio Instagram
Private Club Radio Linkedin
Denny Corby Instagram
Denny Corby Linkedin
00:00 - Tennis Club Outsourcing Strategies
14:18 - Club Management and Membership Growth
19:31 - Club Branding and Communication Strategies
28:30 - Innovating Staffing and Programming in Hospitality
WEBVTT
00:00:00.040 --> 00:00:05.812
because I think 2024 is going to be a great year, or a flat year.
00:00:05.812 --> 00:00:10.148
It may not go backwards, but I think that it's going to.
00:00:10.148 --> 00:00:12.192
Um, it could go one of two ways.
00:00:12.539 --> 00:00:21.068
Hey everyone welcome to private club radio, your industry source for news updates, trends, conversations, all things.
00:00:21.068 --> 00:00:30.451
Private club, country club, city club, golf club, yacht club, all the clubs related, from marketing and branding, communications, leadership management, food and beverage governance.
00:00:30.451 --> 00:00:31.785
We got you covered here.
00:00:31.785 --> 00:00:33.646
I'm your host, denny Corby.
00:00:33.646 --> 00:00:35.366
Thank you all so much for being here.
00:00:35.366 --> 00:00:42.530
If you want to stay up to date on all the episodes and all the content that we're putting out uh, sometimes it's often more than one episode a week.
00:00:42.530 --> 00:00:44.426
Uh, make sure you sign up for our newsletter.
00:00:44.426 --> 00:00:45.308
There's no spam.
00:00:45.308 --> 00:00:45.981
There's no anything.
00:00:45.981 --> 00:00:51.874
One weekly email wraps up everything we have uh coming out and what has came out.
00:00:51.874 --> 00:00:55.770
So head on over private club radiocom, straight up on top.
00:00:55.770 --> 00:00:57.005
You know what to do.
00:00:57.005 --> 00:00:57.969
Name an email.
00:00:57.969 --> 00:00:59.210
We got you covered.
00:00:59.634 --> 00:01:17.195
This episode I had to talk with Ed Shanofi from beyond the bay, from beyond the baselines consulting and management group, uh and beyond the baselines podcast great industry resource, a great podcast for the club world, and this episode is fun.
00:01:17.195 --> 00:01:17.599
We have a good chat.
00:01:17.599 --> 00:01:27.135
Uh we talk about you know, how outsourcing can be an effective strategy for uh managing and operating tennis clubs.
00:01:27.135 --> 00:01:33.439
Um, and allowing for, you know, specialized expertise and uh increased focus on the member services.
00:01:33.439 --> 00:01:35.840
He's lived both here and over in Europe.
00:01:35.840 --> 00:01:43.411
So we talk about the similarities and the differences, uh, in club management and club management between the UK and the US.
00:01:43.411 --> 00:02:00.209
We chat about, you know, the processes and how to build a strong team, um, in the challenges of building and finding that team and those people and making sure that we get the right people in the right roles, um, as we progress and move forward in our, in our clubs.
00:02:01.144 --> 00:02:08.655
And if you want to know who he would have a friendly match with if he had the chance, I asked him if he can have one tennis match.
00:02:08.655 --> 00:02:10.039
That's a stank tennis.
00:02:10.039 --> 00:02:13.532
If you have one tennis match with anybody, who would it be?
00:02:13.532 --> 00:02:15.360
Listen to the end, you will find out.
00:02:15.360 --> 00:02:17.218
So welcome to private club radio.
00:02:17.218 --> 00:02:19.139
Glad you're all here.
00:02:19.139 --> 00:02:22.778
So let's welcome Ed Shanofi.
00:02:22.778 --> 00:02:22.919
Right.
00:02:23.631 --> 00:02:24.199
Well, feel free to talk.
00:02:24.401 --> 00:02:25.250
I mean you know.
00:02:25.270 --> 00:02:30.623
I'm here for ever, right, yeah, but this is, but this isn't about me, it's about you, so you're not.
00:02:30.623 --> 00:02:35.050
You're not interviewing me, through me right now it's me and interviewing you.
00:02:35.050 --> 00:02:37.211
No, no, it's not this is unusual for me to be interviewed.
00:02:37.211 --> 00:02:42.770
So I'm, you know, I'm usually the interviewee, so or the interviewer, and now I'm the interviewer, so I can't even get the words right.
00:02:42.770 --> 00:02:44.876
It's like, it's like, it's like, it's like, it's like it's like.
00:02:44.915 --> 00:02:45.117
It's like.
00:02:45.117 --> 00:02:47.721
It's like we're each trying to do to each other what we're.
00:02:47.721 --> 00:02:50.979
It's like you're trying to interview me with an icy, what you're doing, that I'm trying to flip it.
00:02:50.979 --> 00:02:55.766
It's going to be the see either be the best or worst Episode ever, ever.
00:02:58.640 --> 00:03:01.628
So number 344, whatever you're at, this is the last one.
00:03:01.628 --> 00:03:02.771
Here we go.
00:03:03.500 --> 00:03:05.989
It just goes silent after it's just done.
00:03:05.989 --> 00:03:12.151
The next episode is like this this is this is Gabe.
00:03:12.151 --> 00:03:14.745
Uh, not sure how I got the show back, but it's.
00:03:14.745 --> 00:03:17.951
I hope you have a good editor.
00:03:18.552 --> 00:03:19.354
All right.
00:03:21.980 --> 00:03:24.248
So we have Mr Ed Shanifi.
00:03:24.248 --> 00:03:26.129
I said that right, right, Correct.
00:03:26.129 --> 00:03:26.431
Shanifi.
00:03:26.451 --> 00:03:28.020
Okay Well done, it's one of those.
00:03:28.322 --> 00:03:32.484
I knew how it, how it's supposed to sound, but always the last minute my like brain goes.
00:03:32.484 --> 00:03:33.407
I think we're going to switch it back.
00:03:33.407 --> 00:03:39.620
So but you have, beyond the baseline's podcast, a man of many talents.
00:03:39.620 --> 00:03:43.271
Um, worked in marketing over in Europe.
00:03:43.271 --> 00:03:45.840
Uh, went to Duke London school of business.
00:03:45.840 --> 00:03:49.772
Uh, school of economics, economics.
00:03:49.772 --> 00:03:51.500
Uh, don't want to mess up the credits, okay.
00:03:51.500 --> 00:03:55.971
Uh, club professional funny man.
00:03:55.971 --> 00:03:59.860
Uh, works anywhere from the floor to main seats.
00:03:59.860 --> 00:04:05.860
Um, if there we we tried to record a few few days ago and it just didn't work.
00:04:05.860 --> 00:04:07.498
And he's on the floor of a hotel.
00:04:07.498 --> 00:04:09.252
It was just a funny, funny moment.
00:04:09.252 --> 00:04:09.855
It gives you how to be there.
00:04:09.855 --> 00:04:10.400
I'm going to keep that.
00:04:10.400 --> 00:04:13.811
I'm not going to edit it out, but I I'm happy to have you on.
00:04:13.811 --> 00:04:14.614
I'm very happy.
00:04:14.633 --> 00:04:15.455
Thank you, danny, thank you so much.
00:04:15.455 --> 00:04:24.959
Really pleasure, it's a pleasure to be here and I'm I'm glad I'm, I'm better prepared today and I'm at the at home, in the comfort of my home and, uh, not on the road trying to do retail for four clubs in the summer.
00:04:24.959 --> 00:04:29.716
So thanks for having me back and and I apologize for the first, first strike.
00:04:29.795 --> 00:04:30.839
All good, all good, all good.
00:04:30.839 --> 00:04:34.877
If that's the worst thing that happens, it's the best thing that happens.
00:04:34.877 --> 00:04:35.240
I don't know that.
00:04:36.103 --> 00:04:38.930
I don't know my mom always told me don't you know, don't be late for a date.
00:04:38.930 --> 00:04:40.646
Don't you know, don't miss anything on your calendar.
00:04:40.646 --> 00:04:45.370
And I was intent not to miss it, so I, I did the college Appreciate you, I appreciate you.
00:04:46.040 --> 00:04:49.428
So rapid fire in less than three minutes.
00:04:49.428 --> 00:04:51.581
Who's Ed Shanofi?
00:04:53.064 --> 00:04:58.925
grew up in New York state on a dirt road, lots of horses and uh and and and.
00:04:58.925 --> 00:05:00.088
My roots to the club started then.
00:05:00.088 --> 00:05:02.192
I was, my parents joined a club when I was seven.
00:05:02.192 --> 00:05:03.425
They joined walkabout country club.
00:05:03.425 --> 00:05:10.084
As my first job I was rolling courts walkabuck Good good Indian walkabuck, yeah, yeah, walkabuck.
00:05:10.084 --> 00:05:27.649
And rolled courts there when I was 14, started teaching little Little kids when I was 15 and then taught right through college tennis, talk tennis and learn from some of the best Gary Squires up there and New Canaan and Greenwich, connecticut, greenwich Field Club of Greenwich Country Club and Round Hill with Hugh Underhill.
00:05:27.649 --> 00:05:29.259
And then I went to college.
00:05:29.300 --> 00:05:40.973
Well, I was in college, taught all through the summers in college and then I went to grad school in London, never came home for 20 years, lived over there kind of kind of got into advertising and marketing on a global scale, ran a $20 million company.
00:05:40.973 --> 00:05:56.237
We had offices in Sydney, ireland, london, and and one night it was really rough on the English Channel, sailing with my wife and I said, hey, honey, we don't have to be sailing in these wild winds of the English Channel.
00:05:56.237 --> 00:05:58.283
And she goes oh, we can move, you know, to Cornwall.
00:05:58.283 --> 00:06:09.271
I said, how about further west about Florida, and so, 2007, we started the process of a green card and moved here in December of 2007 and she turned to me.
00:06:09.271 --> 00:06:10.019
She said what are you gonna do?
00:06:10.019 --> 00:06:12.065
I said, well, I'm selling the company.
00:06:12.065 --> 00:06:13.711
I'm not there in London anymore, so let's sell it.
00:06:14.552 --> 00:06:18.610
And Luckily, the local club here said hey, ed, we're here in town.
00:06:18.610 --> 00:06:20.684
You want to teach tennis again?
00:06:20.684 --> 00:06:22.750
I said career number two, here we go.
00:06:22.750 --> 00:06:29.684
So I started teaching tennis, just taught a camp for a couple weeks and then, believe it or not, they hired me full-time.
00:06:29.684 --> 00:06:30.788
Little did they know.
00:06:30.788 --> 00:06:38.725
And and now a member of that club, which is really a great story at Quail Valley I worked for Kevin Given there he's one of the best in the business as a general manager.
00:06:38.766 --> 00:06:49.451
Sam Garcia, director tennis great guy, was there for almost five years and then I got Basically just tapped on the shoulder and said, ed, edgerton yaw club that you want to come work for us.
00:06:49.451 --> 00:06:51.906
I said I didn't apply for a job and they said well, you got it.
00:06:51.906 --> 00:06:52.648
I said what job?
00:06:52.648 --> 00:07:04.413
And so I went up to Edgerton seasonally and then ended up at Jupiter Island Club Down in Hope Sound in the winters and and now I'm still in the tennis in the summers, director tennis.
00:07:04.413 --> 00:07:10.084
It's a pecan tennis club in Marion, massachusetts on the south coast, but in the winters in the winners.
00:07:10.084 --> 00:07:13.432
Now I run this beyond the baseline consultancy and we manage four clubs.
00:07:14.521 --> 00:07:17.711
Yeah, and you were tell me about that, tell me, tell me more about that.
00:07:17.711 --> 00:07:20.000
That is, that is fast, because I haven't heard about this.
00:07:20.000 --> 00:07:21.144
This is, this is a.
00:07:22.761 --> 00:07:30.406
This is a trend in the industry and I'm glad you're letting me talk about it is a lot of clubs not a lot, but some are Are are.
00:07:30.406 --> 00:07:35.579
What they're doing is they're outsourcing their tennis or their kick, food and beverage to catering firms.
00:07:35.579 --> 00:07:40.060
And so the first club that did it really was the club on that in Massachusetts.
00:07:40.060 --> 00:07:43.749
They basically just said Ed, we do not want to be involved in anything tennis.
00:07:43.749 --> 00:07:49.274
You run it, you employ, you covered all the liability, you get the workers comp, you do everything.
00:07:49.274 --> 00:07:53.632
You buy the balls, you buy the carts, you do the demos, you own the shop every hundred percent.
00:07:53.632 --> 00:07:54.574
Just take it all.
00:07:54.574 --> 00:07:55.839
I mean they don't.
00:07:55.839 --> 00:07:59.913
They've basically talked to me once a month at a board meeting.
00:07:59.932 --> 00:08:01.920
That's it and and, and I love that because I love running businesses.
00:08:01.920 --> 00:08:04.209
That's what I did in London.
00:08:04.209 --> 00:08:09.838
And so then one of those members said hey, ed, you know you could really help out at this club in Princeton I'm a member.
00:08:09.838 --> 00:08:11.708
And I said, oh god, what am I gonna do down there, like you could run it?
00:08:11.708 --> 00:08:12.894
So I went down, I consulted with that club.
00:08:12.894 --> 00:08:17.952
It's called pretty brick tennis club, it's in Princeton beautiful club.
00:08:18.134 --> 00:08:22.088
Five outdoor courts, one indoor, two squash, two paddle, and they outsource everything.
00:08:22.088 --> 00:08:24.019
They outsource their food and beverage to a catering firm.
00:08:24.019 --> 00:08:28.255
They out there, it's a smaller tennis, old original tennis club.
00:08:28.255 --> 00:08:35.177
And they and so, as I'm consulting with them, their GM Resigns and they said Ed, you want to be the GM?
00:08:35.177 --> 00:08:35.879
I was like uh-huh, so I became a GM.
00:08:35.899 --> 00:08:41.100
I I went back and forth from Florida, new Jersey, for like four months, ran the search for their new GM.
00:08:41.100 --> 00:08:43.830
Unfortunately, that GM didn't work out.
00:08:43.830 --> 00:08:46.279
The second one did, but they kept me on as the rackets director.
00:08:46.279 --> 00:08:51.321
And so my company, all the rackets instructors are the second one it's director.
00:08:51.321 --> 00:08:55.068
And so my company, all the rackets instructors are our employees.
00:08:55.068 --> 00:09:04.590
We carry all the insurances, all the liability, we do all the programming, do all the reconciling and they just enjoy the club.
00:09:04.773 --> 00:09:07.937
And so the board there is a smart, you know.
00:09:07.937 --> 00:09:11.331
They don't really have to get into the day-to-day, which is kind of nice.
00:09:11.331 --> 00:09:14.726
I'm having a meeting with them later this month and just update them.
00:09:14.726 --> 00:09:22.519
We, our head pros got a back problem, so we've had a, you know, make make changes and that's where, like, outsourcing, is great.
00:09:22.519 --> 00:09:24.788
Hey, ed, we need another pro, our pros hurt.
00:09:24.788 --> 00:09:26.163
So you know, we have.
00:09:26.163 --> 00:09:40.991
Fortunately we had a full-time pro there for the first time, this winner as an assistant, so we had two on duty and we've gone to surrounding clubs and brought in a paddle pro from a surrounding club and just Made that work for the winner and knock wood, our head pro will be back for April.
00:09:40.991 --> 00:09:48.711
But then again, now I've just got another couple clubs on Come and come and saying they want the same thing, a couple of HOA's.
00:09:48.711 --> 00:09:52.162
So what we do is we manage these clubs Remotely.
00:09:52.162 --> 00:09:59.770
We put in a lead, we call it a lead pro or a head pro or a director, but they all are employees of our company beyond the baselines.
00:10:02.881 --> 00:10:05.881
Love that Outsourcing.
00:10:05.881 --> 00:10:17.167
I think a lot of people Sometimes see it as a negative thing, but outsourcing, when done properly, is phenomenal and it can really and it sounds like you have a.
00:10:17.167 --> 00:10:18.009
You have a great board.
00:10:18.009 --> 00:10:18.230
Who?
00:10:18.230 --> 00:10:22.649
Who Doesn't want to be too involved, so they just want to make sure things are running.
00:10:22.649 --> 00:10:24.323
It's one of the same thing with that.
00:10:24.323 --> 00:10:26.048
We all just want everything's running normal.
00:10:26.048 --> 00:10:30.929
People are happy, healthy, taken care of, no one's messing up and if they do, it's taken care of.
00:10:32.059 --> 00:10:32.522
Taking care of.
00:10:32.522 --> 00:10:33.163
That's my job.
00:10:33.163 --> 00:10:35.870
But you know I mean the boards do want to be involved.
00:10:35.870 --> 00:10:38.751
They want to, but they don't have to be involved in my new shy.
00:10:38.751 --> 00:10:45.363
You know they don't have to go get the workers comp, they don't have to get, you know, good prices for cases of tennis balls, they don't have to.
00:10:45.363 --> 00:10:47.028
The biggest one is the hiring.
00:10:47.028 --> 00:10:52.645
You know, and that's specialty is the networking, for hiring is Really where it's at.
00:10:52.645 --> 00:11:00.692
You know, like trying to find these positions and saying, hey, I've got a spot for you for for nine months but then I'm gonna shift you over to Colorado for three kind of thing.
00:11:00.692 --> 00:11:05.051
So it does work when you know when somebody goes down.
00:11:05.051 --> 00:11:09.679
Unfortunately, people get hurt in this business or get sick or move or have families.
00:11:09.679 --> 00:11:12.750
Changes happen and that's our responsibility.
00:11:14.322 --> 00:11:16.067
Now flipping it a little bit.
00:11:16.067 --> 00:11:19.644
You've had Tremendous you, you've worked everywhere.
00:11:19.644 --> 00:11:27.931
No well, you know overseas UK in here, both with like a ton of experience, what has been?
00:11:27.931 --> 00:11:37.427
I would say probably maybe we'll start with key differences of, of management and member expectations.
00:11:37.427 --> 00:11:42.174
Maybe, for you know, uk vs US like, or maybe just talk about that like difference.
00:11:42.174 --> 00:11:54.913
And I think because I'm just a little hype now too, because I had on John McCormick from a club benchmark, club benchmarking Over in Europe, so I was just talking with him, so like I'm like fired up with like some some UK spirit now.
00:11:55.033 --> 00:11:57.601
So Take it away.
00:11:57.601 --> 00:11:59.307
You know, uk is a little different.
00:11:59.307 --> 00:12:01.172
I don't think they're quite as it sounds crazy.
00:12:01.172 --> 00:12:04.974
I don't think there's quite as formal as we are at the club level really.
00:12:04.974 --> 00:12:06.539
Yeah, I mean, some are.
00:12:06.539 --> 00:12:13.671
I mean, as I mentioned earlier, when I was lying on the floor in the hotel, my wife and I got married at the Royal automobile club.
00:12:13.671 --> 00:12:22.244
We were, we were members here and that's what separates, I think, me from a lot of people is like I'm a member of like 12 clubs and that club is formal.
00:12:22.244 --> 00:12:23.827
Right, it is very formal.
00:12:23.827 --> 00:12:35.779
But the tennis clubs over there, some of them, a lot of them you know John Lloyds are corporate and you know they're not as Member-centric maybe I should say as they could be.
00:12:37.563 --> 00:12:44.839
You know, americans, I have to say, we, we are really good and we pride ourselves on customer or, in this case, member service.
00:12:44.839 --> 00:12:55.889
And I think the British are catching us, the English, british, welsh, irish I got to be careful Scottish, my wife's English, so, but they're catching us, but I don't think they have.
00:12:55.889 --> 00:13:07.577
You know, like, for example, you take St Andrews, right, the epitome of golf, right, the home of golf, and it's a it's, it's quasi public.
00:13:07.577 --> 00:13:12.288
I mean you can go there and play, right, you can't play at the country club here in Boston.
00:13:12.288 --> 00:13:14.905
No, you can't do that, you need to know somebody.
00:13:14.905 --> 00:13:16.894
So it's different there.
00:13:16.975 --> 00:13:23.062
I mean there are clubs over there that are really member centric, you know, but in a lot of them are in London.
00:13:23.062 --> 00:13:28.308
You know, the eating clubs, home, house, soho, house, those are, you know you get stopped at the door.
00:13:28.308 --> 00:13:29.960
You can't just walk in and have dinner, can't?
00:13:29.960 --> 00:13:36.894
You know, can't use a tennis court or whatever, but a lot of them are corporate or quasi public and and a lot of that has to go back to.
00:13:36.894 --> 00:14:01.307
You know, we're gonna go all the way back to how England and and Britain was founded, you know, with, with duchies and and leaseholds and freeholds, and so a lot of those leases of those clubs are leased from the Royal Family or Duke or Duchess, and and those leases, like the one at Blackheath, required you to have certain numbers of members certainly be open to public at times.
00:14:01.307 --> 00:14:05.980
Things like that are in those original leaseholds which go on for thousands of years.
00:14:05.980 --> 00:14:11.280
So I there is some overarching Differences between the two countries.
00:14:11.883 --> 00:14:14.960
What similarities when it comes to.
00:14:17.434 --> 00:14:17.976
Similarities.
00:14:17.976 --> 00:14:27.835
Let's see, you know it, to be around a social, to be social, to be around a social network.
00:14:27.835 --> 00:14:29.219
I think that's what I mean.
00:14:29.219 --> 00:14:40.181
That's what clubs were founded about, right, founded for, you know, the Queens Club there in in London, with the grass which is the week up to Wimbledon, it's a social tournament.
00:14:40.181 --> 00:14:51.315
I mean the players are walking through the bar to get to the green room, to get to, to get to their locker room, and the members, you know they'll watch a lot of times but then they're in the back bar, you know, having fun having their pins.
00:14:51.315 --> 00:14:56.894
So it's, it's a social gathering and that's what the club in both countries is about.
00:14:56.894 --> 00:15:00.803
It's it's about being social and networking and meeting people.
00:15:00.803 --> 00:15:06.750
And and in here in America, I think maybe more so than in England, it's now becoming more familial.
00:15:06.750 --> 00:15:07.975
It's becoming a family event.
00:15:07.975 --> 00:15:14.388
You know, used to be men would go play golf from at 7 am and come home at 3 am, at 3 pm, and that's not happening anymore.
00:15:14.388 --> 00:15:16.460
3 am, yeah well, some.
00:15:17.294 --> 00:15:22.094
But but I think here in the States is becoming very family oriented.
00:15:22.094 --> 00:15:29.981
Clubs You're reaching out especially since COVID and I think they're gonna have to keep doing that going into 2024s Is reaching out to the families and get the entire family there.
00:15:29.981 --> 00:15:32.447
Yacht clubs are getting you know, family sailing.
00:15:32.447 --> 00:15:35.663
Tennis clubs are getting you know family cardio tennis.
00:15:35.663 --> 00:15:38.662
Golf clubs are doing a lot of family events.
00:15:38.662 --> 00:15:39.926
You know fireworks on the fourth.
00:15:39.926 --> 00:15:42.460
Every club is trying to do things like that.
00:15:42.460 --> 00:15:48.861
So you know bounce houses on the fourth, rather just for the, the, the, the families of, just for the couples, but the families involved too.
00:15:48.861 --> 00:15:51.307
Right, I think that's different.
00:15:51.748 --> 00:16:06.826
Britain's not as Family oriented as we are yet yet yeah, yeah, with your background and experience from the tennis and then also from you know direct marketing, e-commerce.
00:16:06.826 --> 00:16:24.928
When it comes to Clubs and club management and the members, what strategies would you say, from from your point of view, are most effective in growing the club memberships and retaining members at clubs?
00:16:24.928 --> 00:16:31.315
Because you, you have a very unique point of view and have Different access points, so I want to hear your, your thoughts on that.
00:16:33.320 --> 00:16:38.154
Well, first thing is any department head or any manager, gm or membership chair has to write.
00:16:38.154 --> 00:16:40.105
You have to write, you got.
00:16:40.105 --> 00:16:48.216
I mean, you know everyone's talking about AI but you got to give AI Good you got feed, a good info before you get some info back.
00:16:48.216 --> 00:16:54.778
So I think writing is really important and that can take any sense of any, any direction.
00:16:54.778 --> 00:17:03.830
So, to keep you get to three prong question there, danny, it's a tough one because you asked about getting new members, retaining members, and you know that's two different things right there.
00:17:03.830 --> 00:17:12.020
But in general, what I would say is that To get new members, you got to look at it as a branding exercise.
00:17:12.020 --> 00:17:12.924
You've got a brand, the club.
00:17:12.924 --> 00:17:14.950
I mean you said earlier TCC.
00:17:14.950 --> 00:17:21.765
Well, anybody in our business may know that, but somebody on the street of Back Bay where you went to school may not know what TCC means.
00:17:21.765 --> 00:17:23.362
So you've got to get the logo going.
00:17:23.362 --> 00:17:24.613
You've got to get out in the news.
00:17:24.613 --> 00:17:28.030
You've got to get the PR releases to get new, new folks in, right.
00:17:28.030 --> 00:17:36.126
So that's a branding exercise and that's writing, pr writing right for member retention and getting them to use the club, which is what it's about.
00:17:36.126 --> 00:17:39.296
If someone's not using their club, they're not going to renew, right, that's basically it.
00:17:39.296 --> 00:17:42.532
So to get them and their family is using them again.
00:17:42.532 --> 00:17:47.551
It's writing, it's kind of, it's communicating, and so, for example, that could be a three-pronged attack right there.
00:17:47.672 --> 00:17:50.357
Texting, I think is is is prevalent now.
00:17:50.357 --> 00:18:01.816
Any club we go to, really we start a Google voice text you know Sean's probably gonna kill me for from members first, but we use that Google to text the members.
00:18:01.816 --> 00:18:10.484
So like, we'll set yeah, don't tell them, but we'll like set up a Google account and load all the members phone numbers in there and we can group text like crazy.
00:18:10.484 --> 00:18:12.132
Right, and members hate group text.
00:18:12.132 --> 00:18:18.505
But man, they work because in marketing they say what, eight times before someone acts right, they have to see it eight times.
00:00:00.040 --> 00:00:05.812
00:00:05.812 --> 00:00:10.148
00:00:10.148 --> 00:00:12.192
00:00:12.539 --> 00:00:21.068
00:00:21.068 --> 00:00:30.451
00:00:30.451 --> 00:00:31.785
00:00:31.785 --> 00:00:33.646
00:00:33.646 --> 00:00:35.366
00:00:35.366 --> 00:00:42.530
00:00:42.530 --> 00:00:44.426
00:00:44.426 --> 00:00:45.308
00:00:45.308 --> 00:00:45.981
00:00:45.981 --> 00:00:51.874
00:00:51.874 --> 00:00:55.770
00:00:55.770 --> 00:00:57.005
00:00:57.005 --> 00:00:57.969
00:00:57.969 --> 00:00:59.210
00:00:59.634 --> 00:01:17.195
00:01:17.195 --> 00:01:17.599
00:01:17.599 --> 00:01:27.135
00:01:27.135 --> 00:01:33.439
00:01:33.439 --> 00:01:35.840
00:01:35.840 --> 00:01:43.411
00:01:43.411 --> 00:02:00.209
00:02:01.144 --> 00:02:08.655
00:02:08.655 --> 00:02:10.039
00:02:10.039 --> 00:02:13.532
00:02:13.532 --> 00:02:15.360
00:02:15.360 --> 00:02:17.218
00:02:17.218 --> 00:02:19.139
00:02:19.139 --> 00:02:22.778
00:02:22.778 --> 00:02:22.919
00:02:23.631 --> 00:02:24.199
00:02:24.401 --> 00:02:25.250
00:02:25.270 --> 00:02:30.623
00:02:30.623 --> 00:02:35.050
00:02:35.050 --> 00:02:37.211
00:02:37.211 --> 00:02:42.770
00:02:42.770 --> 00:02:44.876
00:02:44.915 --> 00:02:45.117
00:02:45.117 --> 00:02:47.721
00:02:47.721 --> 00:02:50.979
00:02:50.979 --> 00:02:55.766
00:02:58.640 --> 00:03:01.628
00:03:01.628 --> 00:03:02.771
00:03:03.500 --> 00:03:05.989
00:03:05.989 --> 00:03:12.151
00:03:12.151 --> 00:03:14.745
00:03:14.745 --> 00:03:17.951
00:03:18.552 --> 00:03:19.354
00:03:21.980 --> 00:03:24.248
00:03:24.248 --> 00:03:26.129
00:03:26.129 --> 00:03:26.431
00:03:26.451 --> 00:03:28.020
00:03:28.322 --> 00:03:32.484
00:03:32.484 --> 00:03:33.407
00:03:33.407 --> 00:03:39.620
00:03:39.620 --> 00:03:43.271
00:03:43.271 --> 00:03:45.840
00:03:45.840 --> 00:03:49.772
00:03:49.772 --> 00:03:51.500
00:03:51.500 --> 00:03:55.971
00:03:55.971 --> 00:03:59.860
00:03:59.860 --> 00:04:05.860
00:04:05.860 --> 00:04:07.498
00:04:07.498 --> 00:04:09.252
00:04:09.252 --> 00:04:09.855
00:04:09.855 --> 00:04:10.400
00:04:10.400 --> 00:04:13.811
00:04:13.811 --> 00:04:14.614
00:04:14.633 --> 00:04:15.455
00:04:15.455 --> 00:04:24.959
00:04:24.959 --> 00:04:29.716
00:04:29.795 --> 00:04:30.839
00:04:30.839 --> 00:04:34.877
00:04:34.877 --> 00:04:35.240
00:04:36.103 --> 00:04:38.930
00:04:38.930 --> 00:04:40.646
00:04:40.646 --> 00:04:45.370
00:04:46.040 --> 00:04:49.428
00:04:49.428 --> 00:04:51.581
00:04:53.064 --> 00:04:58.925
00:04:58.925 --> 00:05:00.088
00:05:00.088 --> 00:05:02.192
00:05:02.192 --> 00:05:03.425
00:05:03.425 --> 00:05:10.084
00:05:10.084 --> 00:05:27.649
00:05:27.649 --> 00:05:29.259
00:05:29.300 --> 00:05:40.973
00:05:40.973 --> 00:05:56.237
00:05:56.237 --> 00:05:58.283
00:05:58.283 --> 00:06:09.271
00:06:09.271 --> 00:06:10.019
00:06:10.019 --> 00:06:12.065
00:06:12.065 --> 00:06:13.711
00:06:14.552 --> 00:06:18.610
00:06:18.610 --> 00:06:20.684
00:06:20.684 --> 00:06:22.750
00:06:22.750 --> 00:06:29.684
00:06:29.684 --> 00:06:30.788
00:06:30.788 --> 00:06:38.725
00:06:38.766 --> 00:06:49.451
00:06:49.451 --> 00:06:51.906
00:06:51.906 --> 00:06:52.648
00:06:52.648 --> 00:07:04.413
00:07:04.413 --> 00:07:10.084
00:07:10.084 --> 00:07:13.432
00:07:14.521 --> 00:07:17.711
00:07:17.711 --> 00:07:20.000
00:07:20.000 --> 00:07:21.144
00:07:22.761 --> 00:07:30.406
00:07:30.406 --> 00:07:35.579
00:07:35.579 --> 00:07:40.060
00:07:40.060 --> 00:07:43.749
00:07:43.749 --> 00:07:49.274
00:07:49.274 --> 00:07:53.632
00:07:53.632 --> 00:07:54.574
00:07:54.574 --> 00:07:55.839
00:07:55.839 --> 00:07:59.913
00:07:59.932 --> 00:08:01.920
00:08:01.920 --> 00:08:04.209
00:08:04.209 --> 00:08:09.838
00:08:09.838 --> 00:08:11.708
00:08:11.708 --> 00:08:12.894
00:08:12.894 --> 00:08:17.952
00:08:18.134 --> 00:08:22.088
00:08:22.088 --> 00:08:24.019
00:08:24.019 --> 00:08:28.255
00:08:28.255 --> 00:08:35.177
00:08:35.177 --> 00:08:35.879
00:08:35.899 --> 00:08:41.100
00:08:41.100 --> 00:08:43.830
00:08:43.830 --> 00:08:46.279
00:08:46.279 --> 00:08:51.321
00:08:51.321 --> 00:08:55.068
00:08:55.068 --> 00:09:04.590
00:09:04.773 --> 00:09:07.937
00:09:07.937 --> 00:09:11.331
00:09:11.331 --> 00:09:14.726
00:09:14.726 --> 00:09:22.519
00:09:22.519 --> 00:09:24.788
00:09:24.788 --> 00:09:26.163
00:09:26.163 --> 00:09:40.991
00:09:40.991 --> 00:09:48.711
00:09:48.711 --> 00:09:52.162
00:09:52.162 --> 00:09:59.770
00:10:02.881 --> 00:10:05.881
00:10:05.881 --> 00:10:17.167
00:10:17.167 --> 00:10:18.009
00:10:18.009 --> 00:10:18.230
00:10:18.230 --> 00:10:22.649
00:10:22.649 --> 00:10:24.323
00:10:24.323 --> 00:10:26.048
00:10:26.048 --> 00:10:30.929
00:10:32.059 --> 00:10:32.522
00:10:32.522 --> 00:10:33.163
00:10:33.163 --> 00:10:35.870
00:10:35.870 --> 00:10:38.751
00:10:38.751 --> 00:10:45.363
00:10:45.363 --> 00:10:47.028
00:10:47.028 --> 00:10:52.645
00:10:52.645 --> 00:11:00.692
00:11:00.692 --> 00:11:05.051
00:11:05.051 --> 00:11:09.679
00:11:09.679 --> 00:11:12.750
00:11:14.322 --> 00:11:16.067
00:11:16.067 --> 00:11:19.644
00:11:19.644 --> 00:11:27.931
00:11:27.931 --> 00:11:37.427
00:11:37.427 --> 00:11:42.174
00:11:42.174 --> 00:11:54.913
00:11:55.033 --> 00:11:57.601
00:11:57.601 --> 00:11:59.307
00:11:59.307 --> 00:12:01.172
00:12:01.172 --> 00:12:04.974
00:12:04.974 --> 00:12:06.539
00:12:06.539 --> 00:12:13.671
00:12:13.671 --> 00:12:22.244
00:12:22.244 --> 00:12:23.827
00:12:23.827 --> 00:12:35.779
00:12:37.563 --> 00:12:44.839
00:12:44.839 --> 00:12:55.889
00:12:55.889 --> 00:13:07.577
00:13:07.577 --> 00:13:12.288
00:13:12.288 --> 00:13:14.905
00:13:14.905 --> 00:13:16.894
00:13:16.975 --> 00:13:23.062
00:13:23.062 --> 00:13:28.308
00:13:28.308 --> 00:13:29.960
00:13:29.960 --> 00:13:36.894
00:13:36.894 --> 00:14:01.307
00:14:01.307 --> 00:14:05.980
00:14:05.980 --> 00:14:11.280
00:14:11.883 --> 00:14:14.960
00:14:17.434 --> 00:14:17.976
00:14:17.976 --> 00:14:27.835
00:14:27.835 --> 00:14:29.219
00:14:29.219 --> 00:14:40.181
00:14:40.181 --> 00:14:51.315
00:14:51.315 --> 00:14:56.894
00:14:56.894 --> 00:15:00.803
00:15:00.803 --> 00:15:06.750
00:15:06.750 --> 00:15:07.975
00:15:07.975 --> 00:15:14.388
00:15:14.388 --> 00:15:16.460
00:15:17.294 --> 00:15:22.094
00:15:22.094 --> 00:15:29.981
00:15:29.981 --> 00:15:32.447
00:15:32.447 --> 00:15:35.663
00:15:35.663 --> 00:15:38.662
00:15:38.662 --> 00:15:39.926
00:15:39.926 --> 00:15:42.460
00:15:42.460 --> 00:15:48.861
00:15:48.861 --> 00:15:51.307
00:15:51.748 --> 00:16:06.826
00:16:06.826 --> 00:16:24.928
00:16:24.928 --> 00:16:31.315
00:16:33.320 --> 00:16:38.154
00:16:38.154 --> 00:16:40.105
00:16:40.105 --> 00:16:48.216
00:16:48.216 --> 00:16:54.778
00:16:54.778 --> 00:17:03.830
00:17:03.830 --> 00:17:12.020
00:17:12.020 --> 00:17:12.924
00:17:12.924 --> 00:17:14.950
00:17:14.950 --> 00:17:21.765
00:17:21.765 --> 00:17:23.362
00:17:23.362 --> 00:17:24.613
00:17:24.613 --> 00:17:28.030
00:17:28.030 --> 00:17:36.126
00:17:36.126 --> 00:17:39.296
00:17:39.296 --> 00:17:42.532
00:17:42.532 --> 00:17:47.551
00:17:47.672 --> 00:17:50.357
00:17:50.357 --> 00:18:01.816
00:18:01.816 --> 00:18:10.484
00:18:10.484 --> 00:18:12.132
00:18:12.132 --> 00:18:18.505