It doesn’t matter that your current business challenges are no fault of your own—you still have to find solutions. As the industry comes together to problem-solve on the fly, certain strategies are emerging that show a path forward.
IHRSA continues to tap the best minds in and outside of the industry to get health clubs back to stability and profitability. Events like the IHRSA Innovation Summit (on September 17) can provide essential guidance to today’s club operators and fitness entrepreneurs. But clubs also need to have the right tools in their toolbox to communicate with their local community and rebuild their membership.
New memberships have always been the lifeblood of clubs. This tried and true rule will become more urgent as facilities start to reopen on a more consistent basis. With safety measures as part of the pitch, clubs need a diverse and robust digital voice to carry their message to current members, former members, and key prospects.
But how do you find these key prospects? Where are the new members? And how will you convince them to enter your doors?
The answer lies in your data analytics, digital platforms, and sales software. Of course, you have these elements already in-house, but are they up to speed? The marketplace has dramatically changed. Your pre-pandemic strategic plans need to be revamped, and the sooner the better.
This point was emphasized in a report by McKinsey & Company called, “The Restart.” Based on interviews with eight CEOs about their relaunch efforts, the report states: “The crisis has shattered many of the assumptions and tools that business leaders rely on for decision-making, but for the restart, they will need to define a solid framework for action in a highly volatile environment.”