Most of us involved in health and fitness care deeply about our members, our clubs, and the industry. We’re part of a professional community that’s united by a common, enduring thread: the desire to make a positive difference in the lives of others.

We take what we do very personally.

It’s a personal matter, in part, because we’re committed to pursuing a healthy lifestyle ourselves, and, as a result, also are eager for the masses around the world to recognize that regular exercise confers countless benefits—ones that we know are invaluable.

One of the great rewards of participating in this sector is a conviction that our clubs provide the support that individuals need to reach their wellness goals. We sincerely believe that people of every age, and from all walks of life, would look, feel, and function better if they joined and utilized our facilities.

It’s personal because our daily efforts deliver an enjoyable and rewarding customer experience; create happy members; help them achieve enriching results; and foster a gratifying sense of community, both inside and outside the club. Those are satisfying fruits, indeed.

Unfortunately, over the years, I’ve had a few well-meaning people tell me, “I’m one of your best members. I pay my dues, but I never come to the gym.” That, of course, is exactly what I don’t want to hear. It denigrates the raison d’être that prompted most of us to enter this profession—i.e., to help people develop a durable habit of enjoying our services.

It’s personal because building strong relationships with our clients is critical to our success. By constantly demonstrating that we care about them, appreciate their business, and are anxious to serve them even better, we increase the likelihood that they’ll remain active and remain members.

It’s personal because, as the IHRSA Member Retention Report: Focus on Member Loyalty recently pointed out, the principal factor that makes “good clubs good and bad clubs bad” is “people, people, people!” The members of the best clubs described them as having “a friendly team,” “great service,” and “a fantastic staff.

And it’s personal, finally, because, as an industry, we have to do a better job of spreading our message to reach the sedentary/unfit population. What we have to offer has never been more relevant or essential than it is today.

If we can share our passion for health and fitness more widely, and more effectively, we may, in fact, be able to achieve our own defining goal: that of making a positive difference for all.