I just finished reading Unreasonable Hospitality by Will Guidara, and let me tell you, it’s a game-changer. While the book is rooted in the restaurant industry, its lessons are universal and It left me asking, How can we bring this level of care and creativity into our studios? Because let’s face it, we have the power to go beyond memberships and classes—we can create transformative, unforgettable experiences for our members.

Guidara’s philosophy is simple yet profound: Go above and beyond to make people feel seen, valued, and cared for in ways that are unexpected and deeply personal. It’s not about grand gestures; it’s about thoughtful, meaningful moments that stick with people long after they leave.

Lessons That Sparked a Shift in My Perspective

As I read Unreasonable Hospitality, several insights stopped me in my tracks and made me reflect on how much more we can do for our members. These lessons didn’t just resonate—they inspired me to look at our work differently and aim higher. Here are the key takeaways that left me wanting to push boundaries and redefine how we serve our communities:

Hospitality requires a mindset shift. It’s not about following a script or checklist—it’s about staying present and finding ways to make every interaction meaningful. This is a call to show up intentionally, not just functionally.
Actionable Step: Start your day with a team huddle. Share a small win from the previous day—whether it’s a member’s progress, a positive review, or even an act of kindness your team noticed. Encourage your team to reflect on these micro wins and find new opportunities to celebrate members' milestones, both big and small.
Great service cannot exist without great leadership. As studio owners and leaders, it’s up to us to set the tone for how our teams deliver hospitality. Leadership isn’t just about vision; it’s about modeling and inspiring a culture of care.
Actionable Step: How you show up for your team is how they’ll model showing up for your members. Remember, they’re on the front line. Take time to make them feel seen, heard, and valued. Acknowledge their hard work, ask for their input, and celebrate their contributions regularly. When they feel supported, that care naturally flows to your members.
Hospitality isn’t something you do—it’s how you make someone feel. This mindset shift changes everything about how we approach client interactions. People won’t remember every detail of what you said or did, but they will always remember how you made them feel.
Actionable Step: Have you carefully thought through your members' entire experience—from the moment they walk in the door to the time they finish their workout? Consider the little details that can make their visit stress-free and memorable. Stock your bathrooms with necessities like hair ties, deodorant, or wipes for those rushed mornings. These thoughtful touches ensure they leave feeling cared for and valued.
Fads fade, but the human desire to be taken care of never goes away. Trends come and go, but the timeless need for connection and care is what keeps members coming back.
Actionable Step: Make celebrating milestones a daily practice. Leave thoughtful notes in lockers for members to discover when they arrive, or use small cards with uplifting messages to brighten their day. Encourage your team to greet every member by name and recognize their progress, whether it’s a birthday, a class milestone, or simply showing up. These intentional moments create lasting connections and show members they’re truly valued.
How you serve your clients is as important as what you serve. The quality of your experience matters just as much as the programs and classes you offer. It’s not enough to have great workouts—the delivery and care behind them are equally crucial.
Actionable Step: Design a "First Visit Experience" checklist to ensure new members feel welcomed, supported, and excited from day one—and then go beyond. Every time a member walks through your doors, they should feel this same level of care and attention. Greet them by name, ensure your team is attentive to their needs, and think about the details that can make their experience seamless and enjoyable. Whether it’s offering a clean towel, restocking essentials in the bathroom, or simply sharing a warm smile, let every visit remind them they’re part of something special.
The moment you pursue service through the lens of hospitality, you understand its nobility. We may not be saving lives, but we have the ability to make people’s lives better by creating a space where they feel cared for.
Actionable Step: Implement a "Wow Moment" initiative. Each week, challenge your team to create one small but memorable act of kindness for a member. For example, if you notice a member consistently showing up early, surprise them with a fresh cup of coffee or tea as a thank-you for their dedication. Or, if someone hits a milestone like completing their 100th class, have a small gift ready for them when they arrive. These thoughtful gestures should feel unexpected and personal, making every member feel valued and appreciated.

These insights didn’t just make me think—they made me feel deeply responsible for creating the kind of spaces where people feel valued, cared for, and inspired. They reminded me that every interaction is an opportunity to leave someone better than we found them.

Making Every Interaction Meaningful

Most fitness studios operate in a transactional space: members book classes, attend, and leave. But what if we shifted our focus to creating transformative experiences? Start by understanding each member’s “why.”

Ask meaningful questions when they join: What brought them here? What are they hoping to get out of their health and wellness journey?
Once you know their "why," personalize their experience. If someone’s preparing for their wedding, surprise them with a note or a water bottle that says, “Bride-to-Be”

This level of attention turns your studio into more than just a place to work out—it becomes a place where people feel truly seen and supported.

Recognizing Milestones to Build Loyalty

Guidara emphasizes the importance of celebrating milestones, no matter how small. In our studios, these moments are everywhere—but we often miss them.

Notice when a member hits their 10th or 50th class and celebrate it. A shout-out in class, a handwritten note, or branded gear can make a big impact.
Celebrate personal victories like completing a race or hitting a fitness goal. Highlight these wins in your newsletter or on a “Member Spotlight” board.

Small celebrations create big loyalty.

Exceeding Expectations with Thoughtful Gestures

“Surprise and delight” is all about exceeding expectations with thoughtful gestures.

Offer unexpected perks like a free smoothie, a complimentary recovery session, or a surprise membership upgrade.
Plan themed classes or events that catch members off guard in the best way—like a "Glow-in-the-Dark Spin Night."
Send personalized check-ins during tough times or after missed classes to show you care.

Tailoring Experiences to Each Member

Personalization is at the heart of great hospitality. Small touches can go a long way in making members feel valued.

Train your team to remember names and details. Greet members by name and ask about something specific they’ve shared with you.
Use member feedback to tailor experiences. If someone loves a certain class format, let them know when you add something similar.
Track long-term members’ journeys. Highlight milestones they’ve achieved or goals they’ve hit.

Creating Spaces Where People Belong

People crave connection, and our studios are the perfect place to foster it.

Host events that bring members together outside of workouts, like group hikes or wellness workshops.
Create organic opportunities for connection, like “partner workout” days or a member board to share goals and achievements.
Share member stories on social media to amplify the sense of community.

Inspiring Your Team to Go Above and Beyond

Great hospitality starts with your team. Empower them to create exceptional experiences.

Encourage your team to look for opportunities to go above and beyond, like recommending a new class.
Recognize and celebrate staff who embody hospitality. When your team feels valued, they’ll naturally pass that energy on to members.
Create a culture that prioritizes care over everything else. Happy teams make for happy members.

Spreading Care Beyond Your Studio

When you bring unreasonable hospitality into your fitness studio, the impact ripples far beyond your walls. Members feel valued, seen, and connected—and they share that experience with others. They’ll talk about your studio, bring friends, and stay loyal for years. It’s not just good business—it’s transformative for everyone involved.

Final Thoughts

Unreasonable Hospitality reminded me that going the extra mile isn’t about grand gestures—it’s about meaningful ones. In the fitness industry, we have the unique opportunity to change lives every day. By applying these principles, we can create spaces where people don’t just come to work out—they come to feel cared for, connected, and empowered.

So, let’s redefine what hospitality means in fitness. Let’s make it personal, intentional, and unforgettable. Because when we do, we’re not just running studios—we’re creating experiences that leave a lasting impact.

I’d love to hear your thoughts— how have you embraced hospitality in your studio or business? What strategies have helped you create meaningful connections with your members?