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Health Club Management

Health Club Management

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UNITING THE WORLD OF FITNESS
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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.

If you would like to get each issue of HCM magazine sent direct to you for FREE, plus the weekly HCM ezine, sign up now!
http://www.leisureopportunities.com/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
People
Our COVID-19 measures make our clubs significantly safer than any other public space
People
HCM people

Jo Smallwood

general manager, Oldham Leisure Centre
We saw the opportunity to initiate new partnerships with the Oldham Foodbank to help local residents during the COVID-19 crisis. We can’t serve our community in the way we would usually do, so we’ve moved resources to help where people need us most
People
HCM people

Ben Lucas

Founder, Flow Athletic, Sydney
We advise our Flow Athletes to complete classes at a ratio of one yoga class to one strength class to one cardio class. This combination has very positive effects
Features
Staff welfare
No-one’s sure how things will feel after a long break from the norm, but operators must be prepared for raised levels of anxiety and concern among staff and members
Features
feature
As the health and fitness industry gears up for reopening, Caroline Constantine, MD of Right Directions, shares critical guidance about safe operating procedures
Features
Supplier showcase
Bannatyne has driven member engagement with Les Mills during the lockdown
Features
Statistics
More than 65,000 people responded to a survey designed to gauge what members want and expect from the sector after lockdown, as Leisure-net’s Dave Monkhouse reports
Features
Strength
It’s considered a fundamental part of our fitness routines by medical professionals, but many exercisers, particularly women, are still put off by strength training. We asked leading suppliers what they’re doing to champion strength
Features
Consumer culture
Ken Hughes, expert in consumer culture and human behaviour spoke as part of the Technogym Talks series of webinars about how operators can navigate the new consumer landscape
Features
Reopening
David Lloyd Leisure has launched a raft of outdoor classes, including an enhanced role for its Battlebox concept, as Liz Terry reports
Features
Latest News
Glasgow Life, which runs leisure and culture facilities on behalf of Glasgow City Council, has ...
Latest News
Fitness equipment firm Nautilus Inc is looking for a buyer for its commercial equipment brand ...
Latest News
Technogym has announced the launch of live streaming and on-demand classes. The new content will ...
Latest News
A number of gym operators are concerned that local lockdowns could come into effect in ...
Latest News
Prime Minister Boris Johnson has announced that gyms may be able to reopen in a ...
Latest News
UK consumer confidence has improved significantly since the beginning of the lockdown, with a fifth ...
Latest News
The PGA Tour has recently bought 1,000 Whoop bands for its golfers, after PGA Tour ...
Featured supplier news
Featured supplier: Let's get restarted: Physical Company offers advice on keeping gym members safe
As countries around the world gear up to relax their lockdown rules, there remains a question mark over gyms and studios, which in many markets will be one of the last sectors to be given the green light.
Featured supplier news
Featured supplier: Incorpore and MoveGB ink groundbreaking partnership to transform corporate wellness offering
Incorpore and MoveGB have entered into a landmark partnership, combining the UK’s largest provider of corporate gym memberships with the nation’s biggest network of classes.
Video Gallery
Technogym mywellness app
Technogym
Improve your training experience. All your data in a single app. Read more
More videos:
Company profiles
Company profile: Keiser UK Ltd
Keiser began its history of visionary sports science leadership over 40 years ago, rejecting the ...
Company profiles
Company profile: EXF Fitness
EXF offer so much more than modular systems and pick and mix installations, they don’t ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Design consultants
Zynk Design Consultants: Design consultants
Fitness equipment
Stages Cycling: Fitness equipment
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Wearable technology solutions
MyZone: Wearable technology solutions
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Fitness Software
FunXtion International BV: Fitness Software
Spa software
SpaBooker: Spa software
Trade associations
International SPA Association - iSPA: Trade associations
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Property & Tenders
Greywell, Hampshire
Barnsgrove Health and Wellness Club
Property & Tenders
Derby City Council
Property & Tenders
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
22-23 Sep 2020
Heythrop Park, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
27-30 Oct 2020
Messe Stuttgart, Germany
Diary dates
03-06 Nov 2020
Online,
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, 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.

If you would like to get each issue of HCM magazine sent direct to you for FREE, plus the weekly HCM ezine, sign up now!
http://www.leisureopportunities.com/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
Glasgow Life, which runs leisure and culture facilities on behalf of Glasgow City Council, has ...
Latest News
Fitness equipment firm Nautilus Inc is looking for a buyer for its commercial equipment brand ...
Latest News
Technogym has announced the launch of live streaming and on-demand classes. The new content will ...
Latest News
A number of gym operators are concerned that local lockdowns could come into effect in ...
Latest News
Prime Minister Boris Johnson has announced that gyms may be able to reopen in a ...
Latest News
UK consumer confidence has improved significantly since the beginning of the lockdown, with a fifth ...
Latest News
The PGA Tour has recently bought 1,000 Whoop bands for its golfers, after PGA Tour ...
Latest News
ukactive has announced that Active Uprising and the National Summit are going digital as part ...
Latest News
Industry body ukactive has today (1 July) hosted a delegation of government and public health ...
Latest News
Health and fitness company Ingesport – which operates the GO fit chain of gyms in ...
Featured supplier news
Featured supplier: Let's get restarted: Physical Company offers advice on keeping gym members safe
As countries around the world gear up to relax their lockdown rules, there remains a question mark over gyms and studios, which in many markets will be one of the last sectors to be given the green light.
Featured supplier news
Featured supplier: Incorpore and MoveGB ink groundbreaking partnership to transform corporate wellness offering
Incorpore and MoveGB have entered into a landmark partnership, combining the UK’s largest provider of corporate gym memberships with the nation’s biggest network of classes.
Video Gallery
Technogym mywellness app
Technogym
Improve your training experience. All your data in a single app. Read more
More videos:
Company profiles
Company profile: Keiser UK Ltd
Keiser began its history of visionary sports science leadership over 40 years ago, rejecting the ...
Company profiles
Company profile: EXF Fitness
EXF offer so much more than modular systems and pick and mix installations, they don’t ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Design consultants
Zynk Design Consultants: Design consultants
Fitness equipment
Stages Cycling: Fitness equipment
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Wearable technology solutions
MyZone: Wearable technology solutions
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Fitness Software
FunXtion International BV: Fitness Software
Spa software
SpaBooker: Spa software
Trade associations
International SPA Association - iSPA: Trade associations
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Property & Tenders
Greywell, Hampshire
Barnsgrove Health and Wellness Club
Property & Tenders
Derby City Council
Property & Tenders
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
22-23 Sep 2020
Heythrop Park, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
27-30 Oct 2020
Messe Stuttgart, Germany
Diary dates
03-06 Nov 2020
Online,
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
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