Here’s what happens when you are NOT proactive and DON’T LISTEN to customers … I’m afraid Boston Sports Clubs are about to learn a painful PR lesson.
While many gyms communicated proactively to customers that they would be halting billing and freezing memberships, Boston Sports Clubs went out of their way to make it nearly impossible for members to cancel memberships and freeze accounts during the COVID19 closure period. A few weeks after closing, they sent an email to customers letting them know that when they re-open, they will work with members on credit arrangements. They did not, however, provide any options for stopping payment while they remain closed. As a result, they find themselves in the following boat:
- Angry customers are blowing up BSC’s Facebook page with complaints
- A class action suit filed against parent company Town Sports International, alleging it is impossible to cancel memberships
- In Massachusetts, multiple complaints have been filed with the AG’s office and they are now investigating
- Local media covering the story and suggesting members who want out of their memberships call their credit card company to cancel payments.
- Media have asked for personal stories about member experiences with BSC, indicating this negative press is far from over
In visiting the FB page of the local BSC, I found many negative comments about the rudeness of staff and dirty condition of the gym. BSC uses the same impersonal response every time:
Boston Sports Clubs We appreciate you taking the time to review our club. We’re very sorry for the issues you have experienced and we’d like to follow up with you personally. If you could email HereToHelp@tsiclubs.com, a member of the Customer Services team will get back to you shortly. Thank you for reaching out. Best, The HereToHelp Team
BSC fails to realize that this is a time to “serve not sell” your customers, not take advantage of them. When gym members are being forced out of their normal behavior routine of going to the gym and are finding alternatives (exercising outdoors, constructing home gym setups, live streaming yoga classes), they should be finding ways to excite members about coming back, not drive them away. Clearly BSC did not study their competitor’s policies or look at some of the creative ways other gyms are using their space to serve the public and build relationships with members (https://www.patriotledger.com/news/20200331/quincy-ymca-to-serve-as-secondary-homeless-shelter).
All of this could have been avoided with some proactive communication and customer-friendly policies. Lesson shared!