ETA Expert Insights: Pivoting Business During a Pandemic – Fitness Studios & Gyms

by Marisa Sweet, Member, ETA Retail Technology Committee.

As in many industries, COVID-19 has presented a challenging yet unique opportunity in the gym and fitness space. The heart of any fitness business is its community. Especially during an unsettling and unknown time. Right now, it is important for fitness-based businesses to keep their community connected to the business and remain connected with one another. This is more important than ever. The coronavirus may have closed gym doors, but it does not mean that businesses have to close.

During this time, gyms are revolutionizing and adopting new ways to conduct business. We are seeing a vast majority of gyms changing the way they deliver their services. They have pivoted to offer virtual based fitness.

These are the biggest trends we are seeing in the fitness space:

• Gyms have continued to keep memberships active with livestreaming their classes. Offer classes live, and if you’re a personal trainer, you can do one-on-one or small group training via a steaming platform.
• Gyms are offering on-demand workouts for clients to watch and re-watch. If you prefer a more polished look, pre-record workouts to share with your members. That way they can sweat with you from home whenever their schedule allows.
• Gyms are ramping up their retail inventory. Whether it’s offering to send swag packages, opening an online retail store, or both, clients will be looking for gear to wear and use while at home.
• Gyms are hosting a variety of online workshops. Give paying members additional value with a single or series of online workshops on topics like proper form and nutrition. Offer workshops for free to paying members and charge for those individuals who have cancelled but want to tune in.
• Gyms are offering members to rent or check out their equipment. Some members may not have access to the equipment they’ll need to effectively work out at home and won’t be able to go to the store to purchase. Rent equipment like weights, kettlebells, yoga straps, and yoga blocks for a fee or as an exclusive perk for continuing a membership.
• Gyms are using their social media platforms to stay connected with their members.
• Gyms are creating members-only Facebook groups to communicate and keep the community strong. Use social media to your advantage. Make it private and encourage members to engage by sharing healthy recipes and Netflix recommendations, coordinating workouts, and offering exclusive content from your business. Consider marketing your Facebook group as a perk of being a member to help maintain memberships during this time.
• Gyms are creating member challenges to keep members motivated, engaged, and connected. Have fun with an at-home plank or squat challenge with rewards like discounts or free swag. Some Fitness studios are hosting an at-home bingo challenge to keep their community engaged. To get the word out, they used their members-only Facebook group.

Finally, don’t give up on promotion. Both Google and Facebook have introduced COVID-19 specific opportunities for small businesses to apply for free and/or discounted advertising or grants. And, with their simplified platforms and online tutorials, anyone can take advantage.

In support of SMBs during the pandemic, Google Adwords is providing $340 million in ad credits and Facebook is offering $100M in ad credits and grants to help with rent and employee compensation, cover operational costs and keep customer and community connections strong.

In times like this, we must support one another as individuals and as business partners; working together to keep our people health and keep businesses of all sizes, especially SMBs, in business.