In today’s scenario, people are challenged concerning the available “leisure time” due to their dependence on smartphones. While smartphones make life easier, sorted and structured, it is a distraction for them, redefining what “leisure/free time” really means.
Smartphones double up as both a work-related tool and serve as a break from monotony during the day. So while this is good for marketers, how can a club attract this clientele where the offerings are primarily non-technology/mobile related.
If we specifically look at their needs from leisure weekends, they seek a place not very far from the city (rather within the city itself) to avoid the need to travel (which they are doing anyway daily)
In an attempt to woo people, Clubs are trying to take steps to attract them.
- Firstly, the strategic location of the Club.
- Location within the city reduces their travel time on weekends as they travel for work throughout the week.
- Additionally, many clubs offer a workspace, which doubles up as a work-from-home solution for many – working in the open areas of the Club rather than being confined to home.
- Secondly, diverse food options.
- Food is an essential experience. People are well travelled, thereby seeking to explore newer culinary experiences, and clubs offer a variety of international cuisine to satisfy this need.
- Food is the common denominator for all social interactions and helps forge relationships.
- Food festivals, theme nights etc., are perceived to be attractive as it allows them to test and savour foods of different cuisines and offers experiences that they can cherish.
- Multiple and varied food options also serve as a break from the monotony of regular food during the week.
- Thirdly, activities and facilities for physical and mental fitness.
- Physical and mental fitness is essential to all, and they seek a variety of options to maintain their health and physique rather than just sticking to a traditional gym. Thus options like Zumba, Pilates, Yoga etc., are gaining popularity, and clubs are quick to respond to these market demands, making them available in the comfort of their property.
- Sports like badminton and tennis find more takers as it’s not difficult to play, is not as time-consuming as golf, and can engage all family members.
- Board games also contribute to active engagement, especially for the older clientele.
- Fourthly, reconnecting with family and friends.
- Connecting and relaxing with friends and family is also essential, which often gets missed out on weekdays owing to hectic schedules.
- The Club becomes their partner, which aids in creating bonds with family and friends, which enriches their lives.
- These include young parents who barely get time other than a weekend to bond with their children.
- The open spaces and play areas of the Club provides a haven for the kids to explore their surroundings.
- Fifth, a casual ambience
- A casual ambience is what attracts people rather than a formal setting. They are in a formal environment for the rest of the week anyway, so weekends are the time to unwind.
- That is one of the reasons people seek a lifestyle club with casual dressing and no strict dress codes and etiquette as they usually frown upon the same and are anyways adhering to dress codes for the rest of the week.
- Sixth, a multitude of events provides a variety of experiences.
- People are moving from materialistic interests to creating memories via experiences; thus, the more options they get will keep them hooked.
- Lastly, opportunities to enrich their knowledge across different topics.
- Being armed with knowledge is a big boost for them as it’s a tool for socializing and one-upmanship at their workplace.
- Socializing with various people at the Club helps gain knowledge and information across categories which sparks people’s curiosity and intrigue.
Thus, to attract people, a Club has to be a one-stop-shop for all their entertainment and experience needs near their vicinity, involving their family and friends. It needs to become a space where they can be themselves without any bindings/structure that they experience during the weekdays.
It has to offer an ambience and activities which aids socializing and help them relax and unwind after a hectic week.