Community and scope Target The Executive Health and Sports Center as a comprehensive wellness hub serving families and professionals in Merrimack. Leverage cross-sell opportunities across fitness, pool, spa, nutrition coaching, and children’s programs to drive membership upgrades and seasonal packages.

Corporate and events Position as a premium on-site wellness partner for local businesses and airport-related staff and travelers. Propose workplace wellness programs, group classes, lunch-and-learn nutrition sessions, corporate memberships, and employee wellness challenges tied to the 90-day Commit to Get Fit program.

New offerings Highlight recent investments such as the Pilates Reformer studio, Executive Golf Performance center, and outdoor patio with food and spirits. Create premium bundles combining fitness, rehabilitation, golf performance coaching, and social dining experiences to attract high-value members.

Family engagement Emphasize family-friendly programming, swimming lessons, swim team, tennis/racquetball camps, and summer camps. Develop family-oriented memberships and bundled family wellness packages to grow share of wallet across multiple age groups.

Digital and data Utilize the center’s wellness coaching program and nutrition education as lead magnets. Propose digital onboarding, progress tracking, and referral incentives, plus targeted marketing to capture local residents and airport-related demographics, driving new member acquisition and program participation.