GET HCM
magazine
Sign up for the FREE digital edition of HCM magazine and also get the HCM ezine and breaking news email alerts.
Not right now, thanksclose this window
Technogym
Technogym
Technogym
Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn Follow Health Club Management on Instagram
UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Editor's letter: Adapt to survive

Whether sheltered from the storm by government support or facing the full impact of the shutdown, all operators will ultimately have to reopen while COVID-19 is still active in the community. The question is how?

Published in Health Club Management 2020 issue 4
Take members outside to exercise in the fresh air
Take members outside to exercise in the fresh air
Operators who come forward with a model that’s safe and can convince consumers of this will have a huge commercial advantage

For operators who are currently closed, the dilemma is when to reopen. Regardless of circumstance, everyone is facing the same ultimate question: how to deal with controlling the transmission of COVID-19?

Logic dictates we will need to reopen gyms before a vaccine is created (and the vaccination programme completed) because we can’t shut the economy down for the year or more it will take to get to this stage in the control of the pandemic.

So we must prepare to reopen while the virus is still active – regardless of whether gyms are the first or last to do so.

In terms of timing, there’ll be an optimum, and operators who get this right will have an advantage. The challenge is to figure out what this looks like for the customer, what it looks like operationally, and how it works in terms of costs and margins to ensure the financials are sustainable.

The pandemic has exposed weaknesses in the health club business model and shown more diversified income streams are vital, so build this into your relaunch plan as much as you can.

Reopening needs to be tackled as though you’re launching a new business, with the same inspiration, energy, process and reference to expertise it takes to launch anything successful.

How will we adapt our health clubs to still deliver meaningful and valued experiences, while avoiding issues with transmission?

There won’t be one answer. We’ll need to adjust operating procedures, re-train staff, invest in tech and start testing staff and customers as soon as we can, to keep the gym as a safe space.

Maybe we’ll offer bookable one-hour slots with PT support while carrying out anti-viral fogging between sessions? This would spread usage through the day and would be more doable with people working from home and having control over their time.

Maybe we’ll invest in UV robots, anti-viral air filters and social distancing software to ensure density is controlled?

Maybe we’ll insist both members and staff wear masks, close certain areas of the gym or move some operations outside?

There will also be new liabilities and our insurance policies, employment, and customer contracts will need to be revised.

It’s clear operators who come forward with a model that’s safe and can convince consumers of this, while still delivering a good experience, will have a huge commercial advantage.

Once your COVID-19-compliant offering has been nailed down it must be market-tested with customers – you have to know how many will come back for what you’re offering before you reopen. Research will be mission-critical at this point and it may take a series of iterations to find the right combination.

Now is also the time to recalibrate your relationship with your customers. They don’t have to be passive in the face of this crisis but can be part of the solution if you allow them to be.

Many have stepped up and volunteered during the shutdown and will be open to your approaches, so ask them to help and be more responsible for their actions. This will strengthen your community – something people have missed over the last few months – and could be a deciding factor in terms of success.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
https://www.leisureopportunities.co.uk/images/2020/939651_356767.jpg
"All operators will ultimately have to reopen while COVID-19 is still active in the community. The question is how?"
Liz Terry, ,covid-19, shutdown, gym closures, reopening gyms
HCM magazine
As Elevate returns to the market, we talk to director Lucy Findlay about how the event has come together
HCM magazine
Despite industry challenges, there’s a fresh air of positivity
HCM magazine
After a hiatus due to the pandemic, LeisureDB has updated its State of the Fitness Industry Report for 2022, as David Minton reports
HCM Magazine
Write to reply
The top reason respondents say they exercise is to feel better mentally
HCM Magazine
Interview
The CEO of Women in Sport tells HCM about Big Sister, a new programme that’s working to overcome period poverty and get more girls active
HCM Magazine
Sponsored
The body composition specialists are showing no signs of slowing down, with new leadership and launches for 2022
HCM Magazine
Interview
With brands such as Fitness First, Goodlife, Zap Fitness and Jetts operating across Asia Pacific, Fitness and Lifestyle Group has long been a tech innovator, as Kate Cracknell discovers
HCM Magazine
Research
Being physically active can heal damage caused by diabetes, enabling the activation of a natural system that grows new blood vessels, according to research in the US
HCM Magazine
Tech
Each health club has its own unique challenges, but the right tech solution can make all the difference. In the first of a two-part series, specialists share how they’ve solved specific issues
HCM Magazine
Insight
The pandemic brought about our sector’s biggest ever collaboration on COVID safety data. Lizzie Broughton tells the story
HCM Magazine
Latest News
Music service provider Rehegoo (pronounced Reh-air-go) has launched a streaming service for health clubs, gyms, ...
Latest News
F45 has launched a corporate partnership programme which will enable businesses to open an F45 ...
Latest News
A two-year research project will look to find ways to transform the UK's physical activity ...
Latest News
The best in the business from across the physical activity sector were honoured last night ...
Latest News
At UK Active’s Active Uprising event yesterday (30 June) in Birmingham, Hattie Jones, the head ...
Latest News
HCM understands researchers are moving closer to creating a pill to mimic some of the ...
Latest News
Establishing new data and insight services and strengthening relationships with both government and the NHS ...
Latest News
More than one in five (27 per cent) Americans belonged to a health club or ...
Featured supplier news
Featured supplier news: Parkwood Leisure celebrates milestone of teaching 100,000 children to swim
Parkwood Leisure, one of the UK’s leading leisure operators, has reached the milestone of teaching 100,000 children to swim through its Learn To Swim Programme.
Featured supplier news
Featured supplier news: Fitness industry to gather at Sibec Europe-UK in Portugal this September
Questex’s iconic event Sibec Europe-UK – known as Europe’s leading hosted buyer event for the fitness industry – will take place from 27-30 September at the Anantara Vilamoura Algarve Resort, in Portugal.
Featured operator news
Featured operator news: New partnership delivers swimming support to children with disabilities
A new partnership has been launched to provide inclusive swimming for children with mobility, visual and hearing disabilities.
Featured operator news
Featured operator news: Everyone Active to launch new exercise classes to reduce gender gap
As part of their work to break down the barriers that deter women and girls from participating in sport and physical activity, Everyone Active has teamed up with EMD UK to launch new exercise classes linked to the This Girl Can campaign.
Video Gallery
Mindbody, Inc
Sport Alliance GmbH
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Company profiles
Company profile: EMD UK
EMD UK is the national governing body for group exercise. Funded by Sport England, EMD ...
Company profiles
Company profile: Life Fitness
The Life Fitness family of brands offers an unrivalled product portfolio, providing customers with access ...
Supplier Showcases
Supplier showcase - A matched philosophy
Catalogue Gallery
Click on a catalogue to view it online
Directory
On demand
Fitness On Demand: On demand
Wearable technology solutions
MyZone: Wearable technology solutions
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Skincare
Sothys: Skincare
Management software
Premier Software Solutions: Management software
Architects/designers
Zynk Design Consultants: Architects/designers
Salt therapy products
Himalayan Source: Salt therapy products
Spa software
SpaBooker: Spa software
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
Property & Tenders
Diary dates
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
Diary dates
21-21 Sep 2022
Various, London, United Kingdom
Diary dates
25-28 Oct 2022
Messe Stuttgart, Germany
Diary dates
25-28 Oct 2022
Ibiza, Ibiza, Spain
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
17-18 Mar 2023
Tobacco Dock, London, United Kingdom
Diary dates

features

Editor's letter: Adapt to survive

Whether sheltered from the storm by government support or facing the full impact of the shutdown, all operators will ultimately have to reopen while COVID-19 is still active in the community. The question is how?

Published in Health Club Management 2020 issue 4
Take members outside to exercise in the fresh air
Take members outside to exercise in the fresh air
Operators who come forward with a model that’s safe and can convince consumers of this will have a huge commercial advantage

For operators who are currently closed, the dilemma is when to reopen. Regardless of circumstance, everyone is facing the same ultimate question: how to deal with controlling the transmission of COVID-19?

Logic dictates we will need to reopen gyms before a vaccine is created (and the vaccination programme completed) because we can’t shut the economy down for the year or more it will take to get to this stage in the control of the pandemic.

So we must prepare to reopen while the virus is still active – regardless of whether gyms are the first or last to do so.

In terms of timing, there’ll be an optimum, and operators who get this right will have an advantage. The challenge is to figure out what this looks like for the customer, what it looks like operationally, and how it works in terms of costs and margins to ensure the financials are sustainable.

The pandemic has exposed weaknesses in the health club business model and shown more diversified income streams are vital, so build this into your relaunch plan as much as you can.

Reopening needs to be tackled as though you’re launching a new business, with the same inspiration, energy, process and reference to expertise it takes to launch anything successful.

How will we adapt our health clubs to still deliver meaningful and valued experiences, while avoiding issues with transmission?

There won’t be one answer. We’ll need to adjust operating procedures, re-train staff, invest in tech and start testing staff and customers as soon as we can, to keep the gym as a safe space.

Maybe we’ll offer bookable one-hour slots with PT support while carrying out anti-viral fogging between sessions? This would spread usage through the day and would be more doable with people working from home and having control over their time.

Maybe we’ll invest in UV robots, anti-viral air filters and social distancing software to ensure density is controlled?

Maybe we’ll insist both members and staff wear masks, close certain areas of the gym or move some operations outside?

There will also be new liabilities and our insurance policies, employment, and customer contracts will need to be revised.

It’s clear operators who come forward with a model that’s safe and can convince consumers of this, while still delivering a good experience, will have a huge commercial advantage.

Once your COVID-19-compliant offering has been nailed down it must be market-tested with customers – you have to know how many will come back for what you’re offering before you reopen. Research will be mission-critical at this point and it may take a series of iterations to find the right combination.

Now is also the time to recalibrate your relationship with your customers. They don’t have to be passive in the face of this crisis but can be part of the solution if you allow them to be.

Many have stepped up and volunteered during the shutdown and will be open to your approaches, so ask them to help and be more responsible for their actions. This will strengthen your community – something people have missed over the last few months – and could be a deciding factor in terms of success.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
https://www.leisureopportunities.co.uk/images/2020/939651_356767.jpg
"All operators will ultimately have to reopen while COVID-19 is still active in the community. The question is how?"
Liz Terry, ,covid-19, shutdown, gym closures, reopening gyms
Latest News
Music service provider Rehegoo (pronounced Reh-air-go) has launched a streaming service for health clubs, gyms, ...
Latest News
F45 has launched a corporate partnership programme which will enable businesses to open an F45 ...
Latest News
A two-year research project will look to find ways to transform the UK's physical activity ...
Latest News
The best in the business from across the physical activity sector were honoured last night ...
Latest News
At UK Active’s Active Uprising event yesterday (30 June) in Birmingham, Hattie Jones, the head ...
Latest News
HCM understands researchers are moving closer to creating a pill to mimic some of the ...
Latest News
Establishing new data and insight services and strengthening relationships with both government and the NHS ...
Latest News
More than one in five (27 per cent) Americans belonged to a health club or ...
Latest News
Ultimate Performance (UP) – the private gym chain and PT business – has opened a ...
Latest News
Luxury hotel chain Mandarin Oriental has launched a new brand called Intelligent Movement to deliver ...
Latest News
Boutique fitness chain 1Rebel opens the doors to its tenth club today (Monday 27 June ...
Featured supplier news
Featured supplier news: Parkwood Leisure celebrates milestone of teaching 100,000 children to swim
Parkwood Leisure, one of the UK’s leading leisure operators, has reached the milestone of teaching 100,000 children to swim through its Learn To Swim Programme.
Featured supplier news
Featured supplier news: Fitness industry to gather at Sibec Europe-UK in Portugal this September
Questex’s iconic event Sibec Europe-UK – known as Europe’s leading hosted buyer event for the fitness industry – will take place from 27-30 September at the Anantara Vilamoura Algarve Resort, in Portugal.
Featured operator news
Featured operator news: New partnership delivers swimming support to children with disabilities
A new partnership has been launched to provide inclusive swimming for children with mobility, visual and hearing disabilities.
Featured operator news
Featured operator news: Everyone Active to launch new exercise classes to reduce gender gap
As part of their work to break down the barriers that deter women and girls from participating in sport and physical activity, Everyone Active has teamed up with EMD UK to launch new exercise classes linked to the This Girl Can campaign.
Video Gallery
Mindbody, Inc
Sport Alliance GmbH
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Company profiles
Company profile: EMD UK
EMD UK is the national governing body for group exercise. Funded by Sport England, EMD ...
Company profiles
Company profile: Life Fitness
The Life Fitness family of brands offers an unrivalled product portfolio, providing customers with access ...
Supplier Showcases
Supplier showcase - A matched philosophy
Catalogue Gallery
Click on a catalogue to view it online
Directory
On demand
Fitness On Demand: On demand
Wearable technology solutions
MyZone: Wearable technology solutions
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Skincare
Sothys: Skincare
Management software
Premier Software Solutions: Management software
Architects/designers
Zynk Design Consultants: Architects/designers
Salt therapy products
Himalayan Source: Salt therapy products
Spa software
SpaBooker: Spa software
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
Property & Tenders
Diary dates
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
Diary dates
21-21 Sep 2022
Various, London, United Kingdom
Diary dates
25-28 Oct 2022
Messe Stuttgart, Germany
Diary dates
25-28 Oct 2022
Ibiza, Ibiza, Spain
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
17-18 Mar 2023
Tobacco Dock, London, United Kingdom
Diary dates
Search news, features & products:
Find a supplier:
Technogym
Technogym
Partner sites