College Park Athletic Club (CPAC), a top-tier racquet sports and fitness facility, has consistently pursued innovative strategies to maintain its leadership in the industry. After a successful year with record membership, CPAC sought opportunities to further enhance member engagement and deliver even greater value through reinvestment in member-centric programs and amenities.
To achieve this, CPAC adopted Club Automation’s Flex Fees, a forward-thinking solution that provided a new revenue stream while maintaining a seamless experience for members. Through transparent communication and member-focused implementation, CPAC successfully leveraged Flex Fees to grow its bottom line and immediately reinvest in programs and facilities that enhance the experience for current and future members. This success underscores how strategic financial decisions can drive sustainable growth and operational excellence.
The Challenge: Overcoming Member Retention Concerns
As a premier athletic club, CPAC continually seeks ways to elevate its services while keeping members engaged and satisfied. While CPAC was experiencing its best year financially, the management team wanted to explore Flex Fees as a way to grow revenue in a way to grow revenue without raising prices. Initially, there were concerns that implementing these fees might lead to member dissatisfaction or even cancellations. However, with a clear communication strategy that emphasized transparency and member choice, CPAC successfully addressed these concerns and moved past them.
Blake Bazarnik, General Manager of CPAC, explained, “Initially, we had some concerns about potential member feedback, but we really experienced minimal impact on that. The key to that was giving members the choice with ACH, where we don’t have to pass on those fees.” CPAC’s unique membership strategy, which was recently updated as part of broader business decisions, helped support this initiative. However, most clubs adopting Flex Fees could benefit further by maintaining regular membership rate increases in addition to introducing Flex Fees for maximum revenue impact.
CPAC’s approach reassured members, and the club saw no significant changes in membership levels via cancellation. This communication strategy not only preserved member loyalty but also provided validation for other clubs considering Flex Fees—showing that a careful rollout and open communication can prevent negative reactions and retain member satisfaction.
The Solution: Empowering CPAC Fitness with Club Automation’s Flex Fees
Flex Fees provided CPAC with a reliable revenue stream, directly adding 3% to its bottom line — an outcome that has opened new possibilities for the club. While CPAC’s decision not to increase membership rates was a strategic choice tied to their unique revenue model, most clubs implementing Flex Fees would benefit from combining them with standard membership rate increases to maximize impact. With the added income, CPAC could reinvest in areas that directly benefit members, including enhanced programs, facility improvements, and new offerings.
This strategic revenue growth supported CPAC’s goals by enabling reinvestment back into the club, benefiting both members and the business. Bazarnik noted the immediate impact: ” The Flex Fees give a 3% boost to the bottom line. It has allowed us to keep our membership fees the same, and the extra income has really helped with the rising cost of goods. It allows us to grow and hire great people, which is extremely important to our business.” This additional income stream has allowed CPAC to stay competitive and offer a continually elevated experience for members.
An Additional Revenue Source with Membership Experience Impact
Flex Fees are quickly becoming a standard practice in the fitness and wellness industry, enabling clubs to grow responsibly and avoid leaving revenue on the table. For CPAC, adopting Flex Fees wasn’t a matter of financial necessity but rather a strategic choice to enhance profitability while investing back into the club. Their approach reflects CPAC’s broader revenue strategy, but other clubs should consider combining Flex Fees with membership rate increases to fully capture their potential impact. This decision allowed them to expand services without compromising on quality or affordability for members.
The benefits of Flex Fees were both immediate and substantial for CPAC. This approach generated an additional $10,901.73 monthly, which CPAC reinvested directly into member programs and facilities, strengthening member satisfaction. By combining Flex Fees with a strong pricing strategy, clubs can create a reliable source of funding for continued growth and expansion.
Reflecting on the overall impact, Bazarnik stated, “”The biggest concern is member retention, but if you communicate it the right way and are very clear — and by having the ACH option — it’s a seamless transition. Members were understanding… Flex Fees allow us to keep our prices the same and retain our great staff, which is the most important draw for our members. We can continue to hire, retain, and provide the best service to our members.”
For other clubs considering Flex Fees, CPAC’s experience serves as a strong example of how to introduce fees without impacting membership retention. CPAC’s clear, member-centered communication demonstrated that Flex Fees could be integrated seamlessly into club operations, providing reassurance for clubs that worry about potential member reactions. This approach enables facilities to reinvest in programs, improve amenities, and strengthen their financial health — creating a win-win for both clubs and members and overall increase their bottom-line.
Ready to Transform Your Fitness Center’s Operations?
College Park Athletic Club’s success with Flex Fees underscores the transformative power of a flexible, transparent payment solution. If your club is looking to boost revenue while enhancing member satisfaction, schedule a demo with Club Automation today. Discover how Flex Fees can help you achieve similar growth and deliver an exceptional member experience.
