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Health Club Management

Health Club Management

features

Insight: We’re looking forward to welcoming you back...

As some of the UK’s top gym operators unveil their reopening videos, insight specialists, Paul Roberts and Mike Evans, analyse members’ reactions on social media

Published in Health Club Management 2020 issue 6
How well are gyms addressing the questions members want answered? / bbernard/shutterstock
How well are gyms addressing the questions members want answered? / bbernard/shutterstock
Gyms have been going to great lengths to show how they are separating workout areas and adding social distancing, however, members have been reflecting on how busy the gym was before

We’re looking forward to welcoming you back.” It’s the sign-off line for many of the information videos gyms released in the run-up to reopening.

But how welcoming does the experience look to members and how well are these videos addressing the questions members want answered?

When consumers need questions answered, they turn to social media. They want authentic information fast. The answers they get can come from the brand itself, or from other customers. To support members, Bannatyne has been actively responding to its members via @Bannatynehelp and PureGym has been actively responding using #PureHelp.

In the week before lockdown gyms saw a spike in Twitter activity. Members were asking each other about the hygiene/cleanliness of their local gym, and reporting back when experiences missed their expectations.

The new customer experience
We expect to see a similar Twitter spike as gyms reopen. Until then, the chatter is focusing on hopes, fears and questions.

In our work, we’ve looked beyond the questions about possible opening dates to see what else is on members’ minds.

Not surprisingly, as new reopening videos are released, they come with a chorus of excitement. Members reply that they can’t wait to be back.

For example, PureGym members have been missing everything from spinning classes and steppers through to the atmosphere and feeling good at the end of a workout. One member tweeted “I forgot how much the gym helped me mentally until recently”. Another just said “OMG I literally can’t wait for the day you give us the go ahead!!”

A member of The Gym tweeted that “I need my gym back.” Then explained “My motivation to train at home is slowly disappearing... I went from five days a week at the beginning of lockdown to two days this week”.

One David Lloyd member summed up the feelings of those who love to hate the pain “I neeeeeed to be back at the gym (and I never thought I would hear myself say that)”.

Not all good news
But this isn’t how everyone feels. Even among regular gym members, the videos aren’t convincing everyone. Previous experiences have left them sceptical about how well the plans will work. The new processes have left them wondering if the experience will be worth the money and effort.

To draw out some details, we analysed 10 days of Twitter comments that tagged seven large gym chains: PureGym, The Gym Group, David Lloyd, Bannatyne, DW Fitness First, Xercise4Less and AnytimeFitness.

We’ve summarised the emerging themes and questions under four headings: value for money, community, convenience and peace of mind.

1. Value for money
How do I make changes to my membership?

Gyms moved fast to freeze memberships in March, avoiding a wave of cancellations. The harder part is when and how to unfreeze memberships.

Looking at the average sentiment, David Lloyd Clubs had the highest proportion of negative tweets. Their members have been asking about and debating refunds. The vouchers and passes on offer have been described as being of a higher value than a refund. However not all members see these as better value for money.

Across all gyms, members have been asking about how unfreezing will work. Some members of each chain are getting frustrated by the cancellation processes. They don’t want, or can’t afford to be charged when memberships are unfrozen.

A DW Fitness First member summed up the feelings of members across several gym chains when asking “How do we give notice to cancel when nobody answers the phone or responds to tweets/messages?”

For other members, the need is for a flexible approach to unfreezing. A David Lloyd member commented that there’s been “no mention about the option to remain frozen if you don’t feel a gym is safe yet”.

Pure Gym is handling this issue well, replying to individual social media posts and offering to extend the freeze to all members who don’t yet feel comfortable attending.

2. Community
How will you avoid the previous over-crowding?

Gyms have been going to great lengths to show how they are separating workout areas and adding social distancing to queues. However, some members have been reflecting on how busy their gym was before.

Assuming demand is as high, but capacity is limited, they can’t see how the plans will work in reality.

One asked “You advised customers to visit the gyms at quieter times but as soon as the gyms reopen, there will not be ‘quieter’ times, as it will be a high demand. How will you manage to control this?”

Another asked “Will you be restricting the numbers, as just before lockdown this was limited to 200, which in my opinion is still too many?”

3. Convenience
How will queues and bookings work?

From this, some members have concluded that a booking system would be preferable to queuing up. But this raised further concerns when people reflect on how well class booking systems worked in the past.

One tweeted “At first I thought a booking system would be better, but then I thought of all the times people have booked into classes in the past and haven’t turned up. It would be the same in this situation, people booking and then not turning up.”

The solution, for the likes of PureGym, is that their app shows how busy the gym currently is. However, this message doesn’t seem to have got through to everyone yet.

The prospect of queues has also had people asking if it’s really a one-size fits all approach, or whether there will be a VIP line for members who have a pre-booked PT session or class.

4. Peace of mind
How will you sustain the hygiene standards?

Hygiene is always an emotive topic, as members judge the quality based on expectations and past experiences.

Most feedback is not collected in real-time, leaving members to make generic criticisms that gyms can’t easily address, however, COVID-19 is changing this – members are becoming more conscious of the hygiene they expect, and how that compares to what went before.

Tweets and Instagram posts are focusing on two main areas. How clean they believe their gym will be kept, and how well members will contribute by wiping down.

Perceptions vary greatly, with one Pure Gym member saying: “Your gyms are always filthy.” A Bannatyne member tweeted “Bannatyne gym in Birmingham was cleaner before lockdown with hand sanitiser dispensers and equipment cleaned by members and staff.”

But hygiene responsibilities don’t just rest with staff, a PureGym member said: “You’re lucky if 1 in 20 people clean what they use. Personally I think staff should be super strict and anyone seen using something and not cleaning it should be asked to leave”.

The need to re engage members

Ultimately, social media analysis shows how many members love the gym, with one writing: “Lockdown would’ve been a breeze if gyms were open,” and another saying: “The delay to reopening is desperately sad.

For the first time in my life I think I’m getting a gut.” The upshot of this analysis is that members are divided. Some can’t wait to get back, some are more cautious, and some want to cancel and spend their money elsewhere. One described their gym membership as a ‘luxury they can no longer afford’.

It’s vital that operators engage with members emotionally as well as logically. The “we are ready” videos – aimed at government as well as members – are a good start. But they’ve focused on facts, and how the supply-side of the equation is changing. The experience will be safer, but not necessarily as compelling in the short-term. Based on the comments members are making, gyms need to go further.

The benefits of being in a gym, rather than exercising outside or at home, aren’t obvious to everybody. The buzz that members get from a great class or weights session isn’t obvious when seeing footage of empty gyms and closed off equipment. Among the ‘sleeping’ members who’ve kept paying without attending, this need is even greater. They’re going to notice their DD coming back, and they’re going to question its value.

So now we’ve had the ‘what’s changing’ videos, we need the ‘what’s still the same’ videos. Aimed squarely at existing members, it’s time to showcase the great experiences gyms can still offer.

"The buzz that members get from a great class or weights session isn’t obvious when seeing footage of empty gyms"
Social media storm


"Absolutely gutted to hear gyms won’t be reopening soon – as a recovering alcoholic/addict who suffers from anxiety and depression the gym is an integral part of my recovery and life"

"Will priority be given to those members that have continued to financially support the gym throughout the pandemic, if you revert to online booking for a gym slot?"

"Is the membership going to be cheaper too?"

"Gyms are vital for our mental & physical health. Just look at the distances @puregymofficial & @thegymgroup have gone to to ensure the safety of their staff & members. Oh, and in addition to that, the majority of PTs are self employed and relying on our gyms being open to live. We’re on our knees atm, BUT it’s okay because... pints are okay??"

"I’m guessing that those who continued their membership through the closures will be given preference when access finally returns?"

"It only takes one person with COVID-19 to walk in and undo everything you have done – I know you have said “if you have had symptoms don’t come to the gym”, however, some people don’t show sign of any symptoms yet have it. With all this in mind, I don’t see myself returning to the gym soon"

"So there‘s no guarantee we get into the gym straight away and we may have to queue to get in?? Why wouldn’t you adopt a time booking system so as to not waste peoples’ time?"

"When I finish work at 5pm I want the gym. At this time it will be full and I’ll be waiting in a queue. I need the gym on my time when I need it – that’s why I pay for it. I will be back when it gets back to normal"

"Seriously love this gym too much, can’t wait to see all the lovely staff again"

"I can not wait!!!! Bring on the gains!"

"Can’t wait. I’ve turned into a pudding. Me and my pals were on a roll in the gym Monday to Friday at 4.30am and just getting the love for it again after a good few years out"

"My quads have halved in size!"

"Due to my mental health I won’t be able to return any time soon. I struggle with queueing due to paranoia and anxiety. I have to get in, do what I do and leave. I will need to extend the pause or cancel for the time being"

"Can’t wait to be back, not easy to keep on track when u r surrounded by all the comfort food!"

"Can’t wait to get back and work off my lockdown love handles!"


It’s time to showcase the great experiences gyms can still offer

Paul Roberts and Mike Evans run insight company, www.mycustomerlens.com

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Social media chatter can give operators vital insights into customer sentiment
Social media chatter can give operators vital insights into customer sentiment
Members are questioning whether there will be a VIP booking option
Members are questioning whether there will be a VIP booking option
http://www.leisureopportunities.com/images/2020/724129_353615.jpg
Who’s winning on social? We analyse social media responses to gym chains’ reopening videos
Paul Roberts, Mike Evans, My Customer Lens,social media, reopening gyms
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features

Insight: We’re looking forward to welcoming you back...

As some of the UK’s top gym operators unveil their reopening videos, insight specialists, Paul Roberts and Mike Evans, analyse members’ reactions on social media

Published in Health Club Management 2020 issue 6
How well are gyms addressing the questions members want answered? / bbernard/shutterstock
How well are gyms addressing the questions members want answered? / bbernard/shutterstock
Gyms have been going to great lengths to show how they are separating workout areas and adding social distancing, however, members have been reflecting on how busy the gym was before

We’re looking forward to welcoming you back.” It’s the sign-off line for many of the information videos gyms released in the run-up to reopening.

But how welcoming does the experience look to members and how well are these videos addressing the questions members want answered?

When consumers need questions answered, they turn to social media. They want authentic information fast. The answers they get can come from the brand itself, or from other customers. To support members, Bannatyne has been actively responding to its members via @Bannatynehelp and PureGym has been actively responding using #PureHelp.

In the week before lockdown gyms saw a spike in Twitter activity. Members were asking each other about the hygiene/cleanliness of their local gym, and reporting back when experiences missed their expectations.

The new customer experience
We expect to see a similar Twitter spike as gyms reopen. Until then, the chatter is focusing on hopes, fears and questions.

In our work, we’ve looked beyond the questions about possible opening dates to see what else is on members’ minds.

Not surprisingly, as new reopening videos are released, they come with a chorus of excitement. Members reply that they can’t wait to be back.

For example, PureGym members have been missing everything from spinning classes and steppers through to the atmosphere and feeling good at the end of a workout. One member tweeted “I forgot how much the gym helped me mentally until recently”. Another just said “OMG I literally can’t wait for the day you give us the go ahead!!”

A member of The Gym tweeted that “I need my gym back.” Then explained “My motivation to train at home is slowly disappearing... I went from five days a week at the beginning of lockdown to two days this week”.

One David Lloyd member summed up the feelings of those who love to hate the pain “I neeeeeed to be back at the gym (and I never thought I would hear myself say that)”.

Not all good news
But this isn’t how everyone feels. Even among regular gym members, the videos aren’t convincing everyone. Previous experiences have left them sceptical about how well the plans will work. The new processes have left them wondering if the experience will be worth the money and effort.

To draw out some details, we analysed 10 days of Twitter comments that tagged seven large gym chains: PureGym, The Gym Group, David Lloyd, Bannatyne, DW Fitness First, Xercise4Less and AnytimeFitness.

We’ve summarised the emerging themes and questions under four headings: value for money, community, convenience and peace of mind.

1. Value for money
How do I make changes to my membership?

Gyms moved fast to freeze memberships in March, avoiding a wave of cancellations. The harder part is when and how to unfreeze memberships.

Looking at the average sentiment, David Lloyd Clubs had the highest proportion of negative tweets. Their members have been asking about and debating refunds. The vouchers and passes on offer have been described as being of a higher value than a refund. However not all members see these as better value for money.

Across all gyms, members have been asking about how unfreezing will work. Some members of each chain are getting frustrated by the cancellation processes. They don’t want, or can’t afford to be charged when memberships are unfrozen.

A DW Fitness First member summed up the feelings of members across several gym chains when asking “How do we give notice to cancel when nobody answers the phone or responds to tweets/messages?”

For other members, the need is for a flexible approach to unfreezing. A David Lloyd member commented that there’s been “no mention about the option to remain frozen if you don’t feel a gym is safe yet”.

Pure Gym is handling this issue well, replying to individual social media posts and offering to extend the freeze to all members who don’t yet feel comfortable attending.

2. Community
How will you avoid the previous over-crowding?

Gyms have been going to great lengths to show how they are separating workout areas and adding social distancing to queues. However, some members have been reflecting on how busy their gym was before.

Assuming demand is as high, but capacity is limited, they can’t see how the plans will work in reality.

One asked “You advised customers to visit the gyms at quieter times but as soon as the gyms reopen, there will not be ‘quieter’ times, as it will be a high demand. How will you manage to control this?”

Another asked “Will you be restricting the numbers, as just before lockdown this was limited to 200, which in my opinion is still too many?”

3. Convenience
How will queues and bookings work?

From this, some members have concluded that a booking system would be preferable to queuing up. But this raised further concerns when people reflect on how well class booking systems worked in the past.

One tweeted “At first I thought a booking system would be better, but then I thought of all the times people have booked into classes in the past and haven’t turned up. It would be the same in this situation, people booking and then not turning up.”

The solution, for the likes of PureGym, is that their app shows how busy the gym currently is. However, this message doesn’t seem to have got through to everyone yet.

The prospect of queues has also had people asking if it’s really a one-size fits all approach, or whether there will be a VIP line for members who have a pre-booked PT session or class.

4. Peace of mind
How will you sustain the hygiene standards?

Hygiene is always an emotive topic, as members judge the quality based on expectations and past experiences.

Most feedback is not collected in real-time, leaving members to make generic criticisms that gyms can’t easily address, however, COVID-19 is changing this – members are becoming more conscious of the hygiene they expect, and how that compares to what went before.

Tweets and Instagram posts are focusing on two main areas. How clean they believe their gym will be kept, and how well members will contribute by wiping down.

Perceptions vary greatly, with one Pure Gym member saying: “Your gyms are always filthy.” A Bannatyne member tweeted “Bannatyne gym in Birmingham was cleaner before lockdown with hand sanitiser dispensers and equipment cleaned by members and staff.”

But hygiene responsibilities don’t just rest with staff, a PureGym member said: “You’re lucky if 1 in 20 people clean what they use. Personally I think staff should be super strict and anyone seen using something and not cleaning it should be asked to leave”.

The need to re engage members

Ultimately, social media analysis shows how many members love the gym, with one writing: “Lockdown would’ve been a breeze if gyms were open,” and another saying: “The delay to reopening is desperately sad.

For the first time in my life I think I’m getting a gut.” The upshot of this analysis is that members are divided. Some can’t wait to get back, some are more cautious, and some want to cancel and spend their money elsewhere. One described their gym membership as a ‘luxury they can no longer afford’.

It’s vital that operators engage with members emotionally as well as logically. The “we are ready” videos – aimed at government as well as members – are a good start. But they’ve focused on facts, and how the supply-side of the equation is changing. The experience will be safer, but not necessarily as compelling in the short-term. Based on the comments members are making, gyms need to go further.

The benefits of being in a gym, rather than exercising outside or at home, aren’t obvious to everybody. The buzz that members get from a great class or weights session isn’t obvious when seeing footage of empty gyms and closed off equipment. Among the ‘sleeping’ members who’ve kept paying without attending, this need is even greater. They’re going to notice their DD coming back, and they’re going to question its value.

So now we’ve had the ‘what’s changing’ videos, we need the ‘what’s still the same’ videos. Aimed squarely at existing members, it’s time to showcase the great experiences gyms can still offer.

"The buzz that members get from a great class or weights session isn’t obvious when seeing footage of empty gyms"
Social media storm


"Absolutely gutted to hear gyms won’t be reopening soon – as a recovering alcoholic/addict who suffers from anxiety and depression the gym is an integral part of my recovery and life"

"Will priority be given to those members that have continued to financially support the gym throughout the pandemic, if you revert to online booking for a gym slot?"

"Is the membership going to be cheaper too?"

"Gyms are vital for our mental & physical health. Just look at the distances @puregymofficial & @thegymgroup have gone to to ensure the safety of their staff & members. Oh, and in addition to that, the majority of PTs are self employed and relying on our gyms being open to live. We’re on our knees atm, BUT it’s okay because... pints are okay??"

"I’m guessing that those who continued their membership through the closures will be given preference when access finally returns?"

"It only takes one person with COVID-19 to walk in and undo everything you have done – I know you have said “if you have had symptoms don’t come to the gym”, however, some people don’t show sign of any symptoms yet have it. With all this in mind, I don’t see myself returning to the gym soon"

"So there‘s no guarantee we get into the gym straight away and we may have to queue to get in?? Why wouldn’t you adopt a time booking system so as to not waste peoples’ time?"

"When I finish work at 5pm I want the gym. At this time it will be full and I’ll be waiting in a queue. I need the gym on my time when I need it – that’s why I pay for it. I will be back when it gets back to normal"

"Seriously love this gym too much, can’t wait to see all the lovely staff again"

"I can not wait!!!! Bring on the gains!"

"Can’t wait. I’ve turned into a pudding. Me and my pals were on a roll in the gym Monday to Friday at 4.30am and just getting the love for it again after a good few years out"

"My quads have halved in size!"

"Due to my mental health I won’t be able to return any time soon. I struggle with queueing due to paranoia and anxiety. I have to get in, do what I do and leave. I will need to extend the pause or cancel for the time being"

"Can’t wait to be back, not easy to keep on track when u r surrounded by all the comfort food!"

"Can’t wait to get back and work off my lockdown love handles!"


It’s time to showcase the great experiences gyms can still offer

Paul Roberts and Mike Evans run insight company, www.mycustomerlens.com

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Social media chatter can give operators vital insights into customer sentiment
Social media chatter can give operators vital insights into customer sentiment
Members are questioning whether there will be a VIP booking option
Members are questioning whether there will be a VIP booking option
http://www.leisureopportunities.com/images/2020/724129_353615.jpg
Who’s winning on social? We analyse social media responses to gym chains’ reopening videos
Paul Roberts, Mike Evans, My Customer Lens,social media, reopening gyms
Latest News
In-home personal training brand GymGuyz has entered the UK market after selling its first two ...
Latest News
The fitness sector has been left "without answers or evidence" on why gyms and leisure ...
Latest News
Boutique operator Digme Fitness will open two new studios in London over the next two ...
Latest News
A government investment of £1.75bn – to pay 50 per cent of rents across the ...
Latest News
Health clubs and gyms in Catalonia have reopened their doors once for a second time, ...
Latest News
Health clubs, gyms, indoor pools and leisure centres have reopened in Wales – nearly five ...
Latest News
Today (10 August) is the last day for companies to enter the follow-up survey to ...
Latest News
A significant proportion of leisure facilities in England have not reopened since lockdown measures were ...
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Opinion
promotion
Evidence suggests that over many years personal trainers have been forced to leave the fitness industry because employment patterns are erratic, earnings are inconsistent and it is difficult to build up value needed to secure an appropriate lifestyle.
Opinion: Personal trainers need support as employment opportunities diminish: FREE on-demand webinar
Opinion
promotion
Data-driven businesses are some of today’s greatest global success stories, providing blueprints for success.
Opinion: Up your ‘data game’ to successfully relaunch your fitness business
Featured supplier news
Featured supplier: Fisikal chosen as tech partner for ‘JP4’; new health app from fitness expert, Jessie Pavelka
Fitness expert and television host, Jessie Pavelka has collaborated with Fisikal, experts in digital management solutions, to create the new JP4 app, a premium 12-week personal health and fitness transformation programme that takes the user on a journey of change through four key elements of health.
Featured supplier news
Featured supplier: The rise of the training pod
Belfast based gym equipment manufacturer BLK BOX designs, engineers and fabricates a range of rigs for the most elite, performance-driven organisations globally.
Video Gallery
THROWDOWN
Core Health & Fitness
Throwdown® creates opportunities to push boundaries by enabling everyone to reach their peak performance. Read more
More videos:
Company profiles
Company profile: Premier Software Solutions Ltd
Premier Software was founded in 1994 and has proven experience developing business management solutions specifically ...
Company profiles
Company profile: Les Mills UK
Committed to creating a fitter planet, Les Mills UK works with clubs and instructors to ...
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Click on a catalogue to view it online
Directory
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Lockers/interior design
Fitlockers: Lockers/interior design
Direct debit solutions
Harlands Group: Direct debit solutions
Fitness equipment
TRX Training: Fitness equipment
Wearable technology solutions
MyZone: Wearable technology solutions
Management software
fibodo Limited: Management software
Fitness Software
FunXtion International BV: Fitness Software
Skincare
Sothys: Skincare
Design consultants
Zynk Design Consultants: Design consultants
Software
Volution.fit: Software
Property & Tenders
Waltham Abbey, Essex
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
21-24 Sep 2020
Messe Stuttgart, Germany
Diary dates
22-23 Sep 2020
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Diary dates
17-23 Oct 2020
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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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