The Winged M, January 2024

General Managers Column

Charles Leverton, Winged M, January 2024

As we welcome the new year, the air at the Multnomah Athletic Club is charged with anticipation and excitement. It’s not just another year; it’s the unfolding of a chapter brimming with promise and potential — one where we reaffirm our commitment to providing unparalleled value to our members and proudly uphold our status as one of the country’s leading platinum clubs.

MAC is much more than a club. We are a community united by the spirit of excellence and a shared vision for a fulfilling future. Recognized by top club leaders nationwide as a top 10 club, our journey forward is shaped by our continued pursuit of building America’s preeminent community of health.

This year is poised to be a landmark year for MAC, marked by new opportunities that promise to enhance our members’ experience profoundly. Our focus is on simplifying access to our diverse programs and facilities, making it easier for every member to engage with and enjoy the full spectrum of what MAC offers.

A key highlight will be the launch of our lifelong athlete initiative. This initiative is a testament to our dedication to enhancing the health span, or quality of life, of our members. We believe in nurturing a community of lifelong athletes, and bringing this to fruition will involve focused projects that embed holistic health into our existing programming. Our goal is making it easy and intuitive to find the pathways that lead you to a better, thriving life. It is a critical step toward an environment where every member, regardless of age or ability, feels empowered to embrace a healthier, more active lifestyle.

In parallel, we are excited to develop our digital transformation roadmap to guide us into the future. This venture is set to revolutionize how we communicate, inform, and inspire our community. By leveraging our existing digital channels, we aim to create more engaging, accessible, and impactful stories and experiences. This includes a growing digital fitness programming catalog and improvements to restaurant experiences with app upgrades. We are headed for a significant transformation in how we connect and share within our MAC family.

Innovation at MAC isn’t limited to new programs or digital frontiers. It’s also about enhancing the everyday experiences of our members.

We know the day-to-day interactions with our members should surprise and delight, and in 2024 we take our service model to the next level. Last year, in partnership with Forbes, our teams club-wide cataloged the experiences that matter most. This year, we will center consistent delivery of our world-class standards to ensure that every interaction, every service, and every moment spent at MAC is reflective of the high standards we set for ourselves.

Physical improvements are also on the horizon. From continuing to upgrade our fitness equipment to refreshing the design of the Sports Pub and possibly another exciting space, we are enhancing our physical infrastructure to enrich members’ MAC experience. Additionally, the development of design standards will help us revitalize some of our less inspiring spaces to enhance the member experience while also reflecting MAC’s identity and amplifying our story.

Finally, our commitment to being futureready is evident in our athletic strategy project. This initiative is focused on understanding how to best serve our community through sport. It includes a critical evaluation of our space utilization to address programming constraints and optimize our athletic offerings.

At MAC, we are more than just a club; we are a community built on the pillars of tradition, excellence, and innovation. As we step into 2024, we do so with the assurance that every initiative, every improvement, and every decision is made with the best interests of our member owners in mind. We are excited to embark on this journey with you, as we continue to build a club that’s not just ready for the future but is shaping it.

Welcome to 2024 at MAC, where tradition meets innovation, and where every member is part of our story of excellence.