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Well, for us, you know, we are pushing messages out through many channels. I think one of
the things that’s clearly changed in the last few years is the explosion of social
media and the extent to which consumers are actually participating in creating content
and conversations. And so we’re very actively monitoring, engaging and sometimes seeding
conversations around our brand because people are very passionate about fitness and about
their health club that they use. And so it’s been an enormously powerful tool for us to
engage with consumers, but also to gain insights, real world, unprompted insights about an individual
club or something across the company about how we engage with our members. At a micro
level, an issue that might come up at a club, you know, some problem that a member would
have, you know, would have been handled locally. Likely no one at corporate would know about
it. And both, from the perspective of learning from that but also making sure that it got
resolved properly, we now have this channel where conversations about all 290 of our clubs
are happening every day. And so if there’s a local issue and we need to kind of reinforce
the resolution, we can do that. If we start to see trends where an issue is popping up
in multiple locations, in multiple geographies, suddenly it causes us to look inwardly about
our practices and how we’re managing our business. And you know, we have many examples
of both of those, sort of an individual issues that maybe needed attention that wasn’t
happening locally, and trends that we see because we have conversations going on in
40 cities across the country in completely different situations.