Bay Club is adding emergency-preparedness courses to its group-class schedule, a trend it hopes will catch on among fitness operators
Bay Club is embedding safety training directly into its member experience.
The West Coast-based operator of sports, recreation and active lifestyle clubs is rolling out a new CPR and AED certification program, which allows members, their friends and staff to receive on-site certifications through online coursework and a 90-minute in-person skills assessment.
“Our passion for creating a safety culture extends beyond our team and includes our member communities,” executive vice president of sports at Bay Club, Todd Kramer, told Athletech News. “After requiring CPR and AED certification for all Bay Club employees, thanks to the visibility of our training and willingness to share with our members, they quickly came with feedback asking for the opportunity to be trained as well.”
Bay Club is aiming to fold in meaningful safety infrastructure as part of the broader wellness experience, which the operator views as a component of the larger trend among fitness brands investing in emergency preparedness, including AED visibility and access integrated into facility operations.
“Added as part of our consistent group class schedule, CPR/AED trainings have filled quickly, and it has been incredibly motivating to hear the ‘why’ behind their participation,” Kramer said.
“Some have been impacted by seeing CPR performed in one of our clubs, while others realize the importance of being ready and see the value in an official certification process, as opposed to watching a quick video clip,” he noted.
Kramer explained that the classes are convenient for interested members, including coaches of young athletes and couples of all ages, and hosting them within a club people are already visiting multiple times per week saves time and makes participation easier. He also sees the potential for these classes to help cultivate a stronger sense of community at Bay Club.
“We imagine the potential for a group of four members who may typically take a Zumba class together to come together yet again for a CPR/AED Certification course in the same week,” Kramer said.
“In line with our interest in disruption and innovation throughout our industry, we immediately see the power in providing these learning opportunities to our members within their clubs, where they come together as a community,” he added.
Amid its brick-and-mortar expansion efforts, Bay Club has also been working to expand the traditional definition of “wellness” among fitness operators, leaning into the growing trend of “soft clubbing,” as Gen Z and Millennials increasingly ditch alcohol in sober hang-outs.
The operator hosts weekly pop-up classes such as Silent Disco Dance classes and Sound Bath Healing workshops, along with monthly themed events like October’s Silent Cycle Halloween Rave.
