PROMOTION
Ensuring members return after lockdown
The activity industry finds itself in a position of considerable threat. Two-thirds of the world’s gyms are closed – that’s 230 million members unable to attend a fitness facility, according to data platform fitNdata.
It’s estimated the UK physical activity sector, which contributes £7.7bn to the economy annually, could lose 100,000 jobs in the next 11 weeks; current ukactive stats predict 35 per cent of gyms won’t survive.
Yet this crisis also represents opportunity. There will be a surge of potential gym users post crisis and operators should plan carefully for the rush. We explore the myths surrounding post-lockdown reopening and examine the opportunities.
Myth 1: People won’t rejoin – they’ll stick with digital activity solutions
Guidance will be essential to allay safety fears, but people will be itching to get back to the gym and to face-to-face interaction with staff.
Regular gym goers will appreciate facilities even more and some of the 85 per cent of the population who aren’t currently members may want to develop fitness journeys started online during lockdown.
See the newfound love of digital fitness as an opportunity to add something extra to membership – a free, online addition for returning members, for example, or an online-interim option, whilst customers’ confidence is increasing. If you don’t have the resource to create unique online content, Precor’s Lead Master Coach Toby Giles has created some which you can access by emailing [email protected].
Myth 2: Customers will fear for their safety
Reassure returning customers by demonstrating you’re knowledgeable and have a strategy in place, particularly around cleanliness.
All public places seem scary now. Put yourself in your customers’ shoes; what would you want from your leisure facility post lockdown? Keep communication simple and consistent and train your team, so their end goal is the same as yours. Customer confidence post lockdown will come from communications you send now.
Myth 3: People will have more important things to worry about than exercise
Something positive that’s emerged from this crisis is an intense sense of community and many selfless acts, including fitness instructors offering free use of their skills and training providers supplying free education. Providing relevant free content now will build a trusting, loyal following.
If your messaging mirrors your values and vision, you’ll be an important part of your customers’ return to normality.
Find out more information here.
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