W
ith a reputation for exclusivity in membership and inclusivity of exceptional service and accommodation, Island Club and Spa stands out among typical gyms. Operating as a luxury experience to accompany your workout, the establishment’s success is owed to founder and CEO Randy Otto and General Manager Geri Berger. Otto, who has a long history in club management, has been tediously working behind the scenes for years. Last year, he and fitness consultant Berger saw the commonality in their respective business goals and teamed up.
“Within any partnership, you must have a similar vision,” Berger says. She understands the psychology behind getting clients motivated about fitness; Otto understands what it takes to run a successful business, especially one as lavish as Island Club and Spa. Together, the duo employ their combined skills to masterfully balance their professional partnership.
The tranquil workout facility encourages repeat customers by rewarding them for deciding to come to the gym. “It’s all about predicting members’ desires,” Berger says. Membership includes free valet service and there’s no rush to jump right into exercise after a long day’s work. Instead they can opt for a quick bite at the in-house snack bar, one of the many amenities that make coming to the gym a time of day to look forward to.
The overflow of options inside of Island Club and Spa is a standout strategy and gives little reason for members not to visit, even encouraging them to linger after their workout: classes all day and night, ample cardio machines and equipment, sauna, hot tub. Otto and Berger even added a social component—once a month, members can mingle over live music and pupu.
The club’s complimentary comforts and quality personal training draw in a constant flow of business, and the addition of extensive spa services fulfills a demand that competing facilities do not. “We want to promote a lifestyle and be all encompassing,” Berger says.
Otto and Berger pair these unique amenities with other tried-and-true techniques to sustain healthy business growth, such as free trial membership periods and discounted services available through popular deal sites. In fact, their well-oiled machine of a business mirrors the mindset of a trained athlete. “I use the same mentality in business that I would use as an athlete—never be satisfied,” Berger says.
