PLAY IT SMART! CHAOS PRESENTS OPPORTUNITIES FOR INNOVATION…
Uncertainty brings opportunities. Besides assuring members that your mission, vision and value opportunities remain the same, think of new innovations that come from dealing with this pandemic. Stay positive and try to think in solutions to support your business:
Working from home = no commuting = more time to exercise
Delay in holidays = summer at home = gyms full in August instead of September
More exercise at home = members still need guidance = virtual fitness offerings
More food deliveries = still want healthy options = collaborate with healthy take-aways
Uncomfortable at the gym = empty facility = studio for shooting at-home workouts
Necessity is the mother of invention
If you handle this situation well, it may even improve your brand image which results into an increase in sympathy and brand loyalty. Try make partnerships with companies that offer products or services that solve a new problem. Show your members how you are developing and that you are taking ownership of the situation and not vice versa. This may sound harsh but when (small) operators close their businesses, it gives you the opportunity to search for talented staff and group class instructors.
Combine current trends and new ‘’methods’’
Recognition can be a powerful motivator for most people, did one of your members set a new PR? Did a member hit a weight loss goal? Recognize and celebrate them! If someone is working hard, they definitely deserve the recognition.
Another great tactic for improved goodwill would be the following: offer free, limited membership to anyone who helped fight the virus (nurses, doctors, etc.). It might be a good idea to reserve certain hours or parts of the day for specific target groups. Between 10-11am for people 70+ years or between 8-9am for mothers with children.
How about organizing events that are not gym-based? Get people together socially outside of the gym. This can be arrange easily online and via Social Media.
Take a look at our 2020 Trend Brochure to see what you’re missing out on. How can you respond to current trends with smart investments?
Minor investments lead to max results
- Paint the walls, restyle the bar or the entrance with motivational quotes or visuals. Wow-factor guaranteed!
- Re-arrange equipment (this has to be done anyways given the 5 ft distancing).
- Offer your members something new: IC8, SPARC, HS T Bar Row, Powermill or add ICG Connect if you already have ICG bikes. These are relatively small investments that provide a new smart offer in your gym and respond to current trends.
- In addition to rental models, think of partnerships with care providers.
Did you know that in Asia, personal training studios already have a post-COVID income stream of 80% of pre-COVID?
Do you want to have more practical tips & tricks on how to prepare for the reopening of your gym? Download our free e-book...