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Technogym
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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

PROMOTION

Ensuring members return after lockdown

If your messaging mirrors your values and vision, you’ll be an important part of your customers’ return to normality.
– Marina Thomas, Sales Training Consultant for the Health and Fitness Industry

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.

For firsthand insights and useful resources, sign up to the Precor mailing list.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Do you have something to say about the health and fitness industry? Would you like to write an opinion piece for us? Call Jan Williams on +44(0)1462 471909
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.
HAF
2020/THUMB345341_68025_181232.jpg
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PROMOTION

Ensuring members return after lockdown

If your messaging mirrors your values and vision, you’ll be an important part of your customers’ return to normality.
– Marina Thomas, Sales Training Consultant for the Health and Fitness Industry

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.

For firsthand insights and useful resources, sign up to the Precor mailing list.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Do you have something to say about the health and fitness industry? Would you like to write an opinion piece for us? Call Jan Williams on +44(0)1462 471909
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.
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2020/THUMB345341_68025_181232.jpg
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The government has further extended protection from rent enforcement activity until the end of the
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As the government announced its new obesity strategy to limit the impact of a potential second wave of COVID-19, HIIT specialists, Speedflex are also doing their bit to help tackle the issue.
Featured supplier news
Featured supplier: Volution explains how to drive the lifetime value of members through virtual engagement
In April 2020, two-thirds of the world’s gyms went into temporary closure due to COVID-19.
Video Gallery
A new Zone is here
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A new zone is here for your club, for your members and for you. Read more
More videos:
Company profiles
Company profile: MiE FitQuest
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Company profiles
Company profile: Gympass
On a mission to defeat inactivity, Gympass is a corporate wellness solution that builds mutually ...
Supplier Showcases
Supplier showcase - Ultimate locker install
Supplier Showcases
Supplier showcase - Digital gym floor
Catalogue Gallery
Click on a catalogue to view it online
Directory
Locking solutions
Monster Padlocks: Locking solutions
Trade associations
International SPA Association - iSPA: Trade associations
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Spa software
SpaBooker: Spa software
Fitness Software
FunXtion International BV: Fitness Software
Skincare
Sothys: Skincare
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Wearable technology solutions
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Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Property & Tenders
11 - 25 Union St, London SE1 1SD
Bankside Open Spaces Trust
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
Heythrop Park, United Kingdom
Diary dates
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Online, Singapore, Singapore
Diary dates
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Diary dates
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Online,
Diary dates
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Diary dates
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IFEMA, Madrid, Spain
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