RG Fit has the look and feel of a premium fitness center. A regular day in the busy facility features middle-aged exercisers putting in miles on a treadmill, a teenager sweating through reps on an Insignia Series chest press, two women stretching on floor mats after a personal training session. The fitness center is bright, smartly laid out and vibrant.

The catch is that RG Fit isn’t an everyday health club. It’s actually the fitness area in the basement of Rolling Green Country Club in Arlington Heights, Illinois.

General manager Brian Silver saw the value of having a great health club experience at Rolling Green, and so he installed one in the clubhouse.

One seemingly minor detail that Silver intelligently handled is the name. He decided against the referring to it as simply “the fitness center” and instead branded it as RG Fit. By naming it, and referring to it, more like a health club than an afterthought, the area is more inviting and has more cache than a standard golf club fitness room.

“If I can build an exercise facility here, I’d rather have our members stay here, rather than go to another health club,” added Silver. “None of us refer to it as the fitness center. The more benefits we have at the club for our members means that they’ll be members longer.”