COVENTRY sports and leisure centre has started translating promotional material into Chinese Mandarin after staff identified that the majority of new Chinese members struggle with the language barrier.
The centre has seen its membership soar by 88 per cent since 2012 and to boost growth and accommodate its expanding market, the venue has introduced the unique initiative to reach out to new members.
Also among the centre’s new value-added benefits for members is racquet sports, after staff noticed an increase in interest in sports such as badminton, squash and tennis.
Richard Parker, centre manager of Coventry Sports and Leisure Centre, said the initiative has helped to cement a record period of growth at the venue.
He added: “We are thrilled with our membership growth which demonstrates the popularity of the centre’s range of facilities and services.
“There are a number of factors which have contributed to this growth but our biggest appeal is the committed and unrivalled level of customer service we provide.
“After recognising a majority of new members are Chinese and can struggle to read English, we translated some of our promotional material to Chinese Mandarin.
“This has been a real success – the leaflets have flown off the shelves and every time they pick one up they smile.”
Chris Panter, health and fitness consultant to Coventry Sports Trust, said: “Even as other gyms have taken space in the city centre, membership has continued to grow which is a testament to the devoted level of service we provide.
“We have staff of all ages at the centre who are highly qualified and experienced and provide a friendly customer service, and this combined with our range of facilities and classes has enabled the centre to build a strong rapport with visitors.”