Soapbox Readers,

Over the years, I’ve spent a lot of time talking with club owners and operators, colleges, universities and Park/REC Centers about the little things that can make a big difference in the member experience.

When I developed the Wizard Soap System and began working with facilities on towels, wipes, and other operational solutions, the goal was simple: help operators reduce costs and improve efficiencies without sacrificing quality or the member experience—and whenever possible, improve both.

Because Members Notice the Details

They notice a clean locker room. They notice the quality of the towels. They notice whether equipment is clean and well maintained. They notice the recovery amenities, the cleanliness of the facility, and all those seemingly small details that tell them someone cares about their experience.

And increasingly, they’re paying attention to something most of us probably took for granted for years

The Water They Drink.

Hydration is one of the most frequently used touchpoints in a fitness or wellness facility. Members arrive with water bottles in hand, refill them throughout their workouts, and depend on that water to support hydration, performance, recovery, and overall wellness.

But today, providing water is about more than simply having a drinking fountain or bottle-filling station available.

What’s in the Water?

Today, water quality is about much more than taste.

Consumers are becoming increasingly aware of what may be present in the water they drink, with growing attention focused on emerging contaminants such as microplastics and nanoplastics, PFAS—often referred to as “forever chemicals”—and pharmaceutical residues.

This year (In 2026), the U.S. Environmental Protection Agency (EPA) identified microplastics and pharmaceuticals among contaminant groups prioritized for further evaluation in drinking water—another indication of how quickly the conversation around water quality is evolving.

That doesn’t mean we should suddenly assume the water coming from our taps is unsafe. It does mean that water quality, filtration, hydration, and what we’re putting into our bodies are becoming increasingly important parts of the wellness conversation.

For fitness clubs, YMCAs, JCCs, recreation centers, and other wellness facilities, that raises an interesting question.

We spend considerable time thinking about the equipment our members use, the surfaces they touch, the products they shower with, the towels we provide, and the environments in which they exercise and recover.

Shouldn’t the water they put into their bodies deserve that same level of attention?

The Next Step in Water

Just as our industry has evolved from basic fitness equipment to sophisticated approaches involving wellness, recovery, longevity, nutrition, and the overall member experience, perhaps hydration represents another opportunity to evolve.

The question is no longer simply:

“Do we provide water?”

Perhaps the better question is:

“What kind of water experience are we providing our members?”

Advanced filtration and hydration technologies are giving operators new options to rethink that experience—from improving taste and water quality to creating a hydration amenity that becomes part of a facility’s broader commitment to health and wellness.

And there may be a larger lesson here.

Members don’t necessarily separate the locker room from the fitness floor, the towel from the equipment wipe, or the water station from the recovery area.

They experience the facility as a whole.

Every touchpoint contributes to their perception of quality, cleanliness, wellness, and value.

That’s why something as seemingly simple as water deserves a place in the conversation.

From Locker Rooms to Water Stations

In this edition of Soapbox, we’re taking a closer look at advanced hydration and filtration solutions, the changing conversation around water quality, and how forward-thinking facilities are beginning to rethink one of the most basic amenities they provide.

This isn’t about creating fear around tap water. It’s about asking better questions, becoming better educated, and continuing to look for opportunities to improve.

Because whether we’re talking about locker rooms, towels, equipment, recovery, cleanliness, wellness, or hydration, it all comes back to one fundamental question:

What can we do to make the member experience better?

As our members become more educated and begin asking questions about the water they drink, shouldn’t we be asking those questions, too?

Take a few minutes to read the feature below. I think you’ll find it interesting—and it may cause you to look at the water coming out of your facility’s fountains a little differently.

“Excellence isn’t always about doing something big. Sometimes it’s simply noticing the little things others overlook—and making them better.”

– John Mickelson

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Beyond the Basics: How Premium Facilities Are Redefining Club Wellness and Member Retention

In the modern fitness landscape, club operators know that an exceptional member experience comes down to the details. Gym-goers no longer judge a facility solely by its weight racks or cardio machines—they evaluate the overall environment, from locker room hygiene and soft towel service to the quality of the water in their bottles.

Providing high-touch amenities sets a baseline for cleanliness and comfort. However, facility operators are now recognizing that hydration is the next crucial frontier in member satisfaction, athletic performance, and overall health.

The Invisible Problem Facing Fitness Clubs

While operators work hard to keep facility surfaces pristine, drinking water quality is facing unprecedented scrutiny. Modern health club members are hyper-aware of wellness factors, and standard tap water is increasingly falling short:

• The Trust Gap: Studies reveal that 77% of people do not trust traditional drinking fountains.

• Hidden Contaminants: Trace amounts of PFAS (“forever chemicals”) and microplastics are routinely detected in municipal tap water. Research indicates the average person ingests up to 5 grams of microplastics per week—the equivalent weight of a credit card.

• Taste and Odor Issues: Regional municipal supply issues, such as seasonal reservoir algae (geosmin), frequently cause moldy or off-tasting tap water that frustrates members.

When members lack confidence in facility water, they either bring single-use plastic bottles—contradicting modern sustainability goals—or remain improperly hydrated during workouts.

Hydration as a Performance and Retention Tool

Hydration isn’t just about quenching thirst; it directly impacts workout results and member engagement. Dehydration can lead to up to a 20% drop in physical performance before an athlete even begins to sweat.

For premium facilities—such as Vancouver’s historic Arbutus Club—upgrading hydration offerings through specialized partners like CFE Services directly supports member athletic goals:

• Accelerated Muscle Recovery: Water infused with essential electrolytes (calcium, magnesium, potassium, and sodium) and alkaline minerals helps reduce cramping and speeds up recovery times.

• Rapid Service: High-volume stations, such as the FloWater Classic, dispense purified water at 4.1 liters per minute—filling a bottle in under 10 seconds to eliminate lines in high-traffic zones.

• Continuous Sanitation: Utilizing 24/7 Activated Oxygen sanitization ensures the dispense point stays clean without requiring constant staff oversight.

Seamless Integration for Facility Owners

Modern hydration solutions are built for frictionless deployment across facilities of any size:

These stand-alone units require zero construction, drilling, or renovation, plugging directly into standard water lines with $0 setup hassle. Additionally, their 7-stage purification process removes up to 99.9% of tap water contaminants while operating 5x more efficiently than standard reverse osmosis systems.

Raising the Club Standard

Over 1,200 elite health clubs and boutique studios across North America—including Barry’s, CrossFit, Pure Barre, and F45—have already replaced legacy fountains with advanced hydration stations.

When club owners combine pristine facility maintenance, quality towel service, and clean, electrolyte-enhanced water, they create an end-to-end premium experience. Investing in high-touch amenities demonstrates a genuine commitment to member health, turning routine visits into long-term member loyalty.

🔍 Request Your Custom Facility Water Analysis

Curious about what is actually coming out of your club’s taps? Municipal water quality reports are readily available for every major market, providing detailed insights into local tap water profiles.

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Innovative Solutions for Fitness and Recreation Organizations

We had a staff member at Stevenson Fitness responsible for getting member photos for their accounts. Photos are essential. Legal reasons. Safety. They prevent someone else from using someone’s membership. But members would push back. Their hair didn’t look good that day. They had reasons. So they’d say no, and she’d back off.

I assumed she didn’t care. Then I realized it was the opposite. She didn’t know how to handle pushback without feeling confrontational. She didn’t have the language to explain why the photo mattered or move through their hesitation.

Once we coached her on what to say and how to handle objections, everything changed. Photos got done. And that mattered for the whole organization. Members felt secure. We reduced fraud. We created accountability. A small thing that rippled across the business.

Here’s what I learned: when people aren’t doing what you need them to do, it boils down to three reasons.

One: They don’t care. Not motivated. Checking the clock. Culture or fit issue.

Two: They don’t know how. They want to do it right but lack training, clarity, or tools. Like my staff member. Management failure.

Three: They disagree. They could do it but don’t believe in it. Alignment issue.

Sometimes it’s one. Sometimes a combination. But when you identify which one, leadership stops being a guessing game. It becomes clear.

Most operators treat all three the same way. They increase pressure and wonder why nothing changes. Each one requires a completely different response.

This month, we’re breaking down each scenario. Next week: what to do when people don’t care. Then: people who don’t know how. Finally: when people disagree with your vision.

Every scenario is real. Every scenario is solvable. You just have to know which one you’re dealing with.

Think about your team right now. Is there someone falling short? Which of these three do you think it is? Email us and let us know.

Click here to learn: What We Do

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Soapbox Readers,

Eric Buckner is one of those fitness industry leaders who immediately makes an impression, not just because of his operational knowledge and innovative thinking, but because of the genuine passion he brings to helping clubs create a better experience for their members and teams. Through his leadership with 10 Fitness and the development of the 365 Member Access, Eric has consistently focused on practical solutions that make facilities more efficient, more welcoming, and more member friendly.

What makes Eric especially respected throughout the industry is his ability to combine technology, leadership, and real world operational experience without ever losing sight of the people side of the business. He understands that great facilities are built on relationships, culture, consistency, and creating environments where members feel connected and valued. Whether discussing automation, member access, operational efficiencies, or the future direction of the fitness industry, Eric brings a thoughtful and grounded perspective that resonates with operators and industry leaders alike.

Above all, Eric represents the kind of leadership that continues to move the fitness industry forward through innovation, collaboration, and a genuine commitment to helping others succeed.

“The need is great and so are the opportunities to make a difference.” – Paul Newman

– John Mickelson

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Meet Eric Buckner: The 10Fitness CEO driving innovation through simple solutions and a heart for his community

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Meet Eric Buckner: CEO of 10Fitness & Creator of 365 Member Access

Eric Buckner’s journey into the tech side of the fitness industry began with a simple necessity. As the CEO of 10Fitness, he found that the specific access system his clubs required simply didn’t exist on the market.

Taking the initiative, Eric hired a developer to build a custom solution. After seeing the system’s success within his own clubs, he realized it had the potential to transform other facilities, leading to the creation of 365 Member Access.

The 365 Member Access Edge

What truly sets the platform apart from competitors is its unmatched flexibility. While traditional systems typically only control the front door, 365 Member Access was intentionally designed to gate any specific amenity or internal door to strictly enforce a club’s unique business rules.

From infrared saunas and recovery rooms to cold plunges, red light therapy, premium locker rooms, childcare areas, and after-hours access, 365 Member Access gives operators the ability to monetize amenities while maintaining complete control over member access and accountability.

This creates a massive competitive advantage: gym operators never have to alter their successful business models to accommodate rigid technology. Instead, the system adapts seamlessly to the club’s existing operations.

“365 Member Access has given us the flexibility to offer premium services while simplifying operations for our team and enhancing the member experience.”

Professional Philosophy & Innovation

Eric is driven by a passion for creating simple solutions to complex problems. Combining an active imagination with a willingness to experiment and a deep belief in teamwork, he views innovation as one of the most rewarding aspects of his work.

As a gym operator, his primary motivation is witnessing the positive transformations of his members. Whether he is building a new facility or brainstorming strategies to “move the needle,” Eric is truly in his element.

Background & Expertise

• Education: Eric earned his degree in Business from the University of Florida.
• Experience: A former “gym rat,” Eric saw a gap in fitness options in his local area and turned that passion into a career. He has been a fixture in the industry since 2003.
• Mission: At 365 Member Access, Eric focuses on streamlining operations for staff and members while driving profitability for gym owners through approachable, innovative tech.

Giving Back & Personal Life

Beyond the gym, Eric is fueled by family, sports, and acts of kindness. He is a dedicated volunteer, contributing his time to his church and supporting the homeless. He is particularly passionate about Immerse Arkansas, a nonprofit dedicated to supporting at-risk youth.

When he isn’t innovating for the fitness world, you can find Eric:

• Perfecting a project in his woodshop.
• Hitting the golf course or playing with his children.
• Cheering on his favorite teams or simply “living his best life.”

Accolades & A Touch of Humor

Under Eric’s leadership, 10Fitness has earned the “Best of the Best” award multiple times. He also boasts a more unique athletic achievement: winning the Dragon Boat Races on two occasions.

Eric describes himself as an approachable leader who doesn’t take himself too seriously. He values schedule flexibility and isn’t afraid to admit to a few quirky ideas or the occasional bout of disorganization.

A fan of the movie Idiocracy, Eric is also the protagonist of a legendary frugal party trick: in his 20s, he would bring the same 2-liter bottle of generic, diet, caffeine-free cola to every party as a joke. Since no one ever dared to open it, the bottle became a recurring guest at events for years—saving him money and becoming a favorite personal tradition.

Ultimately, whether through business or philanthropy, Eric Buckner remains dedicated to innovating, building, and making a positive impact.

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Innovative Solutions for Fitness and Recreation Organizations

Last year, I had a weird week. I had never been to a Kalahari Resort, and then suddenly I was speaking at two of them within three days in two different states. If you are not familiar, Kalahari is an indoor water park resort chain with locations across the country. Both properties had highly advanced self-service kiosk systems for hotel check-in. The technology was designed to make the process fast and easy.

For most guests, it worked perfectly. People were breezing through check-in like pros. I, however, was standing there poking at the screen like I had never seen technology before. I am what most people would call, technologically challenged. Everyone else was checking in smoothly. I was stuck on step two.

What made the experience work was not the kiosk. It was the staff. A team member was actively watching for guests who looked stuck, and when she saw me, she stepped in immediately. She walked me through the process with patience and zero judgment. In that moment, the experience became effective, easy, and enjoyable.

The system did its job. The human interaction finished it.

This is what we talk about when we reference the Experience Equation. Effective means it works. Easy means it does not create friction. Enjoyable means people feel good about it. Technology can handle the first two. Humans are what make it enjoyable.

Your facility probably has new technology rolling out. Self-service kiosks. Mobile apps. Automated systems. That is great. But are your staff members watching for people who look stuck? Are they stepping in to help before frustration sets in?

Technology is great. Humans are better. When you combine both, you create experiences people remember.

Click here to learn: What We Do

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