Go back two years and tell a PT they would be teaching sessions from their own homes via a mobile screen and I’m sure they would laugh in disbelief. Well, today that’s the reality. Since Covid-19 has shaken the industry forcing everyone involved to bend and flex more than ever it’s hardly surprising customers who enjoyed the change now want this to be the new normal for working out!
Commissioning research experts, Decision Architects, Resamania asked thousands of gym-goers their views on new habits in terms of their fitness and gym usage.
The results were clear – that most enjoyed a break from the same old routine, especially the break from monthly membership fees!
So many PTs, Yogis, and health experts took to YouTube and social media to teach sessions online making it convenient to slot into most lifestyles and our newly found exercise spaces in spare rooms, lounges, and kitchens. So many households purchasing equipment for home means thousands now have mini gyms of their own making it no surprise that 51% of those asked said that their health and fitness levels are now much more important to them. 63% did not previously have gym memberships pre-pandemic, and 33% said they would now consider joining a gym providing it meets their new lifestyle needs and exacting standards.
Gym operators may need to consider upgrading their gym management software to ensure customers’ needs are met in terms of affording the ability to self-serve, make bookings online, and most importantly, come up with innovative and flexible memberships. The 12-month contract, with late payment and early cancellation penalties, is a thing of the past.
Bookale PT sessions and classes that can be managed by the gym users with real-time access and controls for the gym operator; competitive pricing with pay as you go (PAYG) options; integrated payments and CRM are all elements that will enable any gym, large or small, to stay competitive. Gym operators should free up as much admin as possible to focus on retaining customers and winning new clients. Most people got into the fitness industry to work with people and help them improve their own fitness levels – not to become sales, marketing and finance experts!
With 35% of people purchasing gym equipment to use at home during the pandemic and almost half (47%) now exercising outdoors it’s important to offer state of the art equipment, add new workouts and classes, and of course to keep on top of gym trends via social media. One-on-one one refresher sessions and transparent relationships build confidence and loyalty and in turn will keep customer retention rates high.
Noone said running a fitness business (or life for that matter!) post pandemic would be a walk in the park but embracing change and becoming flexible with what customers are telling you, will make things a lot smoother and more enjoyable along the way.
