Shift from panic mode to mental resiliency. Consider a wind-up toy that hits a wall, flies backward, then careens into the wall again, involved in a cycle of futility until it's tiny motor winds down. When we keep trying to control the uncontrollable and attempt to recreate past results using methods not adequate for current times, we become that unfortunate toy.
Shifting from fear-based thinking to strategic is not new-age mumbo jumbo. Your amygdalae (yes, you have two) are the almond-shaped structures in the brain that are responsible for fear and irrational thought. When we experience an amygdala hijack, our thinking becomes irrational and panic-driven. However, when we focus our thoughts and breathe deeply, we can shift back to leveraging our frontal cortex for rational and strategic thoughts.
If you cannot operate your business as you did in February 2020 and stay afloat, go into observation mode. Notice the product and service gaps around you that 2020 events created. Therein lies your opportunities. Fortunately, health clubs already possess the number one ingredient needed for a successful pivot—community!
Your staff and club members are your primary assets for idea-generation and backing of new products and services.
Potential Opportunities for Health Club Businesses
Expanded Youth Programs
Parents are overwhelmed and need safe spaces for their children and activities to keep their children healthy and occupied. Crafting on-site classes and activities while maintaining strict cleaning schedules would be a welcome opportunity for parents with children. Virtual classes for kids, live or streaming, would add value to parents whose children are in virtual school. Additionally, a 30-minute Zoom martial arts or dance class can provide parents with an additional 30 minutes to be productive from an adjoining room!
Seniors in need of both exercise and community have been hard-hit by current circumstances. Offering special gym hours, similar to what we see with grocery stores, would allow seniors concerned about transmission to have an extra layer of security. Online classes, especially live ones that allow participants to communicate with each other, will allow this important group to socialize and stay fit. Lastly, pre-recorded on-demand classes, specifically for senior needs, are in high demand.
Subscription-based Online Classes
Rather than offering online classes with individual drop-in rates, focus on selling subscriptions or packages. If you do not have the infrastructure or resources to quickly provide a platform for subscribing to and watching your classes, partner with a company that provides this kind of offering.
Cities and other government entities are offering fitness programs at public parks and on government websites. Paid or unpaid, this may be an opportunity to earn additional income and recruit more people into your club's tribe!