Navigating the COVID-19 Pandemic: Guide for Gyms

Should I move outdoors?
Some considerations include:

• My workouts use minimal equipment
• My workouts are equipment heavy, but I can adapt the traditional workouts at my gym into group classes that can be set up outside
• I have a small studio space and want to continue holding large classes

How should I move outdoors?

• As a short-term solution
  • Due to seasonal constraints, moving classes outdoors should be used in conjunction with other long-term solutions
• Use open park or parking lot space
  • Separate spots for customers and preload spaces with minimal equipment
  • By following social distancing guidelines, your customers will be able to feel a sense of community from a group workout while still feeling safe

How can I attract and retain customers?

• Rely on your loyal customer base that is excited to get back to supporting your gym and working out
• Incorporate an online model to attract new customers
• Be flexible -- listen to customers’ needs and improvise classes
• Many want to visit the gym again and get back to a sense of normalcy, but they need to see changes to make sure they are staying safe. By adapting and communicating with customers often, you can encourage your loyal members to come back while attracting new members.

Partner with large/popular local brands

• Ex: feature workouts on Instagram stories, shoutouts on different social media platforms
• Live Cycle partnered with Bumble and Yelp

Build social media/brand

• Create a unique brand & emphasize what makes you stand out as a studio
• Use social media to engage with current members, not just to find new members

Rely on loyal client base

• Consistently contact existing members and push them to join online efforts using personal emails, letters, etc.
• Reach out to every potential customer, including drop-ins or people who moved away, client family (make workouts kid-friendly) & friend circles
• Base predictions on past patterns, but allow room for growth

Start donation based classes

• People are dedicated to social movements; consider donating a percentage of class revenue to a specific cause (ex: support Black Lives Matter movement, Covid-19 support, etc.)

Cater past your existing client base

• Classes are no longer limited to your area; take advantage of existing members’ friend and family circles

Should I move online?

Some considerations include:

• I’m able to use technology and navigate streaming sites or apps
• My consumer base is willing to attend online classes
• My consumer base is unlikely to attend in-person classes due to Covid fears (ex: older, more vulnerable populations)
• I’m able to manage new clients from outside my own town/community
• I want to slowly build my client base and engagement rate

How should I go online?

• Personalized workouts and/or virtual workout groups
  • Dependent on client base, will cater to those who prefer independent workouts and those who are motivated by group workouts.
• Side revenues: Sell equipment kits, rent existing space, rent equipment
  • Peloton as a great example of selling/renting equipment (6/15/20: Peloton shares were trading 6.11% higher as investors considered Coronavirus’ second wave. Revenue is up 66% and subscribers are up 94% year over year in the most recent quarter)
  • Match workouts with equipment being sold 
• Livestream and/or pre-recorded videos
  • Have clients join you at a certain time -- more personal, allows for client engagement
  • Ex: check form, receive health and wellness updates, get workout feedback, encourage unmute & video
  • Allow clients to access a variety of workout videos at any time, more freedom of choice, can be edited
  • Classes can be beyond your studio’s “normal” classes, allow clients to explore other workout forms
• Structure classes using a standardized calendar (ex: Google Calendar)

  • Regardless of how you decide to stream, scheduling is an important aspect. Choose one platform for clients to register and keep track of upcoming classes

• “Online only” membership
• Create tiers to a membership and include more virtual benefits to each level at a higher price
• Ex. on-demand videos, live classes → weekly coaching emails, private sessions, nutrition coaching, etc.

Focus on pro-bono offerings/products (most likely podcast/video series, online resources, articles/blogs, or journaling) that align with wellness as a whole, but aren’t necessarily forms of workouts or classes. These offerings could be on such topics as:

• Mental Health & Well-being
  • Self-reflection and self-appreciation
  • Meditation and/or Yoga
  • Fully Confidential Support Network
• Nutrition
  • Recipes
  • Plans on how to track diet
  • Other resources and tips

How can we use Facebook?

• In a similar manner of spotlighting members, feature a “member of the week” on Instagram (with their permission for tagging).
• Utilize the many free features within the app such as Instagram Live and IGTV to host a wide range of events -- such as podcasts and workout recordings.
• When posting any content, find the right mix of quality and quantity.
• Create a page

How can we use Instagram?

• Utilize the Facebook Events feature and adjust privacy to engage with customers that use facebook in coordination with their schedule.
• Post necessary material, while also leveraging facebook as the more informational and formal means of communicating with customers.
• Create a Facebook Group for ample and frequent communication with a smaller group.
• Create an account