The Joy Club

As part of the launch of our Guide to Business Resilience, we reached out to a number of smaller business owers to find out what business resilience meant to them.

In this interview, we speak to Hannah Thomson, Founder of The joy Club, about what business resilience means in her industry.

What does business resilience mean to you?

To me, business resilience means a leadership commitment to succeed, coupled with organisational adaptability and commitment.

How do you nurture your customer relationships?

At The Joy Club, our customer acquisition strategy is primarily B2B2C.

This means that it’s important to secure and nurture customer relationships on two levels: partners and members.

When it comes to partners – for example, retirement villages - we work with providers who share a commitment to improving the lives of people in later life.

We work closely together to execute a successful launch, then continue to collaborate to deliver ongoing engagement and effectiveness.

We communicate frequently and consistently against key performance indicators and ensure that we remain a ‘must have’, by taking a problem-solving approach and adding value to the team and their customer base.

When it comes to members – average age 69 - it is ultimately the community that nurtures them.

Members enjoy a wide variety of content, including live online events, videos and articles on a vast range of topics, from creative writing to Tai Chi and criminal psychology.

Our members are content creators, as well as consumers, and so feel seen, heard and welcomed when they join.

Nine out of ten members say that The Joy Club supports a more positive attitude towards ageing – and we recently received the feedback that the community has been “life-changing”.

What measures have you taken to attract and retain talent in a tough climate?

Values and mission-alignment are key criteria in The Joy Club recruitment process.

This serves us well in good times – and in tough times – as we are all deeply committed to our work and to each other.

This strong cultural foundation, alongside decisive decision-making, and clear communication, enables us to maintain performance and morale in a difficult macroeconomic environment.