Club Insider

Preparing Your Gym for a Comeback

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Jim ThomasJim Thomas

As of this writing, many gyms across the United States are slowly beginning to relaunch their business, and others will be conducting a relaunch in the coming weeks. One thing is for sure: We're not going back to the same place we left a few weeks ago. It's a different marketplace, and it's a different economy. We will need a plan. Here are a few questions to ask yourself before you begin: (1) What are you willing to give up to hit your goals? (2) What will you have to change to hit your goals? And, (3) What will you have to learn to hit your goals? Now, here are some things to consider:

  1. 1. The need for certainty. This is where it all starts. We need to be sure we get our head right. Of course, we need to understand the problem, but we need to give power to the solutions and what we're trying to accomplish. Owners, managers and staff all need to work with a high level of certainty and confidence if they want the customer to have certainty. People will still buy.
  2. 2. Overcommunicate. Keep your members in the loop on what is happening and continue to provide them with valuable information on how to get the results that they are seeking. Create signage throughout the clubs on washing hands, cleaning equipment, social distancing and even consider arrows letting people know what direction they should go. Use all forms of communication to let everyone know what is happening with your gym.
  3. 3. Provide unprecedented value. Give more than ever before. The goal here is to keep all your members and sign up new ones. You will need to provide an unprecedented level of value. Continue your digital programming with hangouts, expert Q&A, lives streams, private sessions, etc. Continue to focus on the member experience and celebrate success stories during the break, celebrate member anniversary dates, etc.
  4. 4. Prepare for member health and safety. I suggest doing more than what is required by your State. Temperature screenings for members, guests, employees and any vendors. Increase the number of cleaning stations throughout the gym. Prepare a FAQ to help address any potential issues of members not social distancing, coughing, sneezing, etc. Depending on your member base, consider a specific time for those 60+ to come in and work out. Have plenty of signage throughout the club as well as directional signage moving members down the right path for proper social distancing.
  5. 5. Prepare for staff health and safety. With all the talk about member health and safety, don't forget about your staff (not that anyone would). There will be some staffers who are simply not comfortable returning just yet, and that's okay. Perhaps, they can help work on your digital product. The key thing here is to educate everyone on what you are doing to keep them safe. Many clubs are conducting temperature checks on staff twice per day. Two-a-day cleanings, rubber gloves, masks if desired, etc.
  6. 6. Marketing to your members. This is one to start doing right now. Prepare videos to walk your members and guests through what they can expect upon entering. You need to let your members know what you're doing to keep the gym clean, healthy and safe and what you'll be doing to keep your members healthy and safe. Social media and email marketing is ideal here. Showing new protocols and what to expect will ease potential fears your members and guests may have.
  7. 7. Marketing for your business to advance into the marketplace. You won't be able to use just one or two things and get the results you want. The plan should be to show differentiation and market to an uncontested marketplace. You want EVEYONE to know who you are and what you are doing. Start writing your plan of action now. A press release is a great way to start. This is a great time to conduct a membership drive or a re-grand-opening.
  8. 8. Prepare to be ready to sell in a new marketplace and a new economy. Include your health and safety standards in your process, but stay on point. Business and sales fundamentals will be more important than ever. You will likely have fewer inquiries and fewer prospects for a while. A good habit to get into is to treat each guest like it's the only one you will see that day and work to bring them up to your level of certainty. Get your staff trained and follow up to be sure they are on track. You can't afford not to. As mentioned, conduct a membership drive, have referral contests, host a re-grand-opening, etc. Revenue is the oxygen of your business; keep it flowing. In addition, look for ways to increase the amount you collect per new membership sale with additional added value. Consider new membership offerings to accommodate a new economy.
  9. 9. Continue with Digital Programming. Digital programming is here to stay and is something you should continue even when you open your doors. Remember, you want to deliver unprecedented value to your customer. Initially, this should be continued at no additional change, but as you move forward, this should be included as part of a premium membership offering or even sold online through your website.
  10. 10. Develop existing profit centers or create new ones for ancillary sales. Since many people have poor diets that lack the vital nutrients the body needs, consider selling supplements online. Investigate selling gift cards online, meal planning, etc. You want to find ways to encourage additional sales to your current customer base.
  11. 11. Not every gym will return. Some gyms will not return because of financial reasons, and others simply will not want to continue, which is okay. This presents an immediate opportunity to grow your business. In nearly every case, this will be done with no money out of your pocket, and you will be able to increase your recurring dues, perhaps your personal training, email lists, renewal lists, have URLS and phone numbers pointed to you and more. This is something to investigate immediately.

Now, let's make this the greatest comeback ever!

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JLR Associates