In the heart of Abilene, Texas, Hendrick Health Club has been a beacon of health and wellness for nearly three decades. Under the leadership of Ron Richert, the Director of the Health Club, Hendrick has grown from a hospital-based rehabilitation facility to a thriving community fitness center that continues to innovate and serve its members.
A Strong Foundation
Founded in 1996 as part of Hendrick Medical Center, the club was initially created to provide an exercise facility for those transitioning out of rehabilitation, as well as a place for community members and hospital employees to exercise in a safe and supportive environment. Over time, Hendrick Health Club expanded its services to meet the needs of a growing membership base, offering personal training, Pilates, group exercise, and pool classes.
The club now operates in two locations in Abilene, providing specialized options like an Imax cycling studio—one of the first six in the U.S. to offer "The Trip," an immersive cycling experience.
Overcoming Challenges
One of the club’s biggest challenges has been its location, more than three miles from where most members live. Despite this, Hendrick Health Club has remained competitive by offering top-quality programming and a welcoming environment. With over 400 classes scheduled each month, the club caters to fitness enthusiasts of all levels.
“Our incredible team, many of whom have been with us for over 15 years, plays a major role in creating a second home for our members,” said Ron.
Leveraging Loyalty: Perkville and Club Automation
Hendrick Health Club recognized the need to reward its members for activities like check-ins and class attendance because the more frequently members visit, the more likely they are to engage with ancillary services such as personal training and smoothie purchases. This, in turn, boosts club profitability. To streamline this process, they introduced Perkville’s loyalty and referral platform, integrated with Club Automation.
Currently, the club rewards members for check-ins and class attendance, but they are excited to soon roll out a new feature that will allow them to reward purchases. This will enable members to earn points for in-club purchases, further incentivizing visits and driving ancillary revenue growth.
"Our business model focuses on increasing revenue per member, and rewarding purchases will help us encourage members to try more services," says Ron. "We know that members who use more services, like personal training or our smoothie bar, not only stay longer but also contribute more to our profitability. Being able to reward them for every purchase is going to make a big impact."
Continued Innovation with Club Automation
The ability to reward members for purchases is the latest innovation in the integration between Perkville and Club Automation. By continually investing in its APIs, Club Automation allows partners like Perkville to provide enhanced capabilities to their mutual customers.
The Power of Personalization
The ability to recognize members for their activity and soon, spending habits, is a key factor in building loyalty. Whether it’s a regular check-in or a higher-spending member using personal training services, the flexible rewards system allows Ron and his team to tailor recognition based on individual behavior.
“Perkville makes it easy to manage rewards and track engagement,” Ron explains. “We can see who’s earning the most points, who’s referring friends, and soon we’ll be rewarding those who spend more at the club. It’s gamification of exercise, and it works.”
Post-COVID Recovery and Best Year Yet
Like many fitness centers, Hendrick Health Club faced significant challenges during the COVID-19 pandemic, losing 600 members. However, 2024 has been their strongest year of recovery, with personal training and member check-ins reaching new highs. According to Ron, “This year is our best since COVID, and the Perkville rewards program has played an important role in bringing members back and keeping them engaged.”
By positioning itself as a training center for those over 40, Hendrick Health Club has seen increased participation and engagement, particularly in personal training.
Looking Ahead
As the club continues to grow, Ron remains committed to leveraging technology like Perkville and Club Automation to enhance member experiences. “Incentivizing members to keep coming and using our services is key,” says Ron. “The integration between Perkville and Club Automation helps us show appreciation to our members in a meaningful way.”
Conclusion
Hendrick Health Club’s evolution from a rehabilitation facility to a vibrant fitness center reflects its dedication to member satisfaction and wellness. With the help of Perkville’s rewards platform, integrated with Club Automation, the club is building stronger relationships and rewarding loyalty. As the club continues to recover from the pandemic, Ron and his team are excited about what the future holds for Hendrick Health Club and its members.