It is an understatement to say that a lot has changed since the onslaught of COVID-19.
The fitness industry as a whole is facing an image crisis even though research shows that clubs are safer than common public perception. Protect the image of your club by strategizing targeted actions and clear communication.
Reinforce the Image That Your Club Is Safe and Clean
Clubs are reinforcing the perception that their facilities are safe and clean in a number of ways.
A key element to the reopening strategy of VIDA Fitness’ six locations around Washington, D.C. has been building member confidence through video communications and virtual offerings, all working up to an in-club experience.
“We created an amazing reopening website and video that has helped members understand the safety measures we have put in place,” says Allison Rand, vice president of marketing.
“We have a lot of members who have decided to freeze their membership until they feel safe to return and they can stay on track with VIDA Virtual. However, we want to invite each member back inside the club to see what protocols we put in place and show them that it is safe and ready. We have found that once a member sees what we have prepared, it goes beyond their expectations for safety.”
At Hard Work No Excuses in Marlton, NJ, Owner Diva Richards is advocating for the many benefits health clubs provide. “...Because of the current crisis with the pandemic, we were also kind of seen as a threat like this is a bad place to be. When actually...people need fitness...for our physical health, our mental health…[Club] operators need [to] communicate to [their] members: ‘I'm fighting for this because this space provides all these emotional and physical benefits for you.’”