Azzurro Wellness is all about being together

This is how Azzurro builds a club everyone wants to be part of

The moment you walk into Azzurro Wellness, you notice it right away: this is no ordinary gym. In the lounge, you smell fresh coffee, people are chatting, and the atmosphere is warm and relaxed. “Results are sometimes secondary here,” says co-owner Harry Schuit. “People stay because they feel seen.” The numbers prove it: for over 15 years, the turnover has been below 18%.

Customer satisfaction: it starts at the door

Azzurro doesn’t just measure satisfaction with an NPS score but also by member attendance at the club. “Encouraging usage is our most important task. A member who doesn’t show up doesn’t feel connected and won’t become an ambassador.” Azzurro uses feedback to understand why members do or don’t come and what they need. Based on this, the club immediately implements concrete improvements.

Hospitality as second nature

The team isn’t made up solely of fitness professionals but also of people with backgrounds in healthcare, aviation, and hospitality. “A smile, a personal greeting, or simply asking a follow-up question: that’s what makes the difference.” The social aspect goes even further. “We bring people together by listening carefully and connecting shared interests or goals. Then the staff step back and let the interaction happen. This is also called bridging. It connects members not only with us but also with each other. That’s how friendships are born,” explains Harry Schuit.

A warm welcome

To help new members feel at home, the club organizes a social event every quarter. Over a drink, new members meet each other and get to know the club. “We share our story, but more importantly: we bring people together. From there, they naturally keep in touch.”

Feedback that motivates

With Feedback4Sports, feedback becomes concrete and visible. Appreciation for our instructors and group programs often comes up. But so do the friendly welcome at reception and the childcare services. Every quarter, the key insights are shared with the team, including quotes. This keeps the team sharp, engaged, and motivated. Response rates are around 15%, but the goal is 20%. “We want to involve members even more so that more people make their voices heard.”

Looking ahead and growing

With a 3,000 m² facility on a 10,000 m² site, maintenance is a big task, and sustainability is a constant focus. That sometimes causes inconvenience, but by communicating upfront through posters, newsletters, and the app, there’s plenty of understanding. “Active expectation management makes a huge difference.”

Whether you come in for training, rehabilitation, or simply a cup of coffee: at Azzurro, it’s all about togetherness. Feedback helps us continuously improve that experience – and ensures members walk through the door even on days when they might not really feel like it.