It’s that built-in attitude that has helped the industry roll up their sleeves, work together, and find solutions to the unprecedented COVID-19 crisis. IHRSA has taken the lead in providing a platform for industry leaders to brainstorm ways to get back on track, to emerge from the pandemic stronger than ever. (Check out IHRSA’s COVID-19 resource hub for information on a variety of topics related to the pandemic and reopening.)
Health clubs aren’t interested in just weathering the storm. This is a group of professionals who are endeavoring to find ways to build an industry more resilient than ever.
What needs to accompany this message of strength is unity with their members.
“We’re in this together” is a powerful concept in uncertain times. But you have to put some meat behind the message.
The ‘Intersection of Profit and Purpose’
As stated above, the mission of the fitness industry is centered on the concept of positive change. Broadening this to include social and community-based issues isn’t a great stretch.
This is related to “cause marketing,” which is “the cooperative effort between a for-profit and non-profit for their mutual benefit.” Think of the annual fundraising drive at health clubs to benefit Augie’s Quest, an organization dedicated to finding a cure for ALS. It was founded by industry legend Augie Nieto who was diagnosed with the disease in 2005. Many health clubs engage in other charities and fundraising events for numerous issues, some focused on community issues and others on national causes. Cause marketing is the clearest manifestation of the “intersection of profit and purpose,” according to marketing firm Engage for Good.
Even more impactful is the brand that makes a passionate cause part of their very identity. Instead of being controversial and divisive, this commitment to a broader social mission resonates with consumers.