Companhia Athletica, a high-end health club chain in Brazil, offered live classes, online senior programs, and functional exercise prescriptions during their closure period. These programs were free and extended to their community, which generated a new group of prospects and leads. Those potential new members will be offered a day pass and informed of “new normal” post COVID-19 operations.
“All research shows that coming back to a club or starting to exercise in a gym will be a decision based on trust, so our communication will reinforce that all possible sanitation and prevention procedures are being provided so exercisers will feel very safe and welcome,” says Monica Marques, Companhia Athletica director and IHRSA board member.
Upon reopening, Bodytech Group clubs in Colombia, Peru, and Chile focused on their active members and those who belong to special populations such as seniors, and those with health conditions. Special invitations and open houses will be held to attract new members.
“...We are focusing our campaign on the importance of exercise in people's immune systems. Now the phrase of a healthy mind in a healthy body makes more sense,” says Gigliola Aycardi, executive vice president and co-founder. “People know that exercise is good but now they are more sensitive to this message and see that the practice of physical activity added to a healthy eating plan can make them stronger against viruses, bacteria, and many diseases. It does not mean that they have immunity to everything, but that they are more prepared to overcome them in a better way.”
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