RECONNECT WITH YOUR MEMBERS
Many of your members are missing your gym just as much as you are missing them. However, in order to regain their confidence, you will need to find different ways to get in touch with your members to reassure them that you are on top of all the latest guidance and have taken the necessary steps to provide a safe environment for them to exercise in. It is vital to show your members that you have done your homework.
You can feel the tension: generating sales during a period of extreme economic hardship is not easy, at all! This tension is very real, particularly for newer ventures or smaller businesses that may not have the resources to survive long periods of diminished cash flow.
Communication is key
It is key to understand that you will have different types of members with different expectations and behaviours, and you need to communicate properly to each of them. Members will be divided into the following categories:
Optimists: “everything will be the same.”
They are hoping to go back to the situation as it was. Optimists may not follow the rules.
Pessimists: “it will never be the same again.”
They will probably longer to return the gym. Pessimists will only come back if they feel safe.
Realists: “it will be different.”
They will be skeptical and eager for information. They will also get frustrated at rule breakers and with lack of enforcement. Realists will follow the rules.
How to strengthen your relationship
With the right customer-focused attitude, you can strengthen the relationship with your members to gain long-lasting goodwill. Even when social distancing will minimise personal interaction.
Let your members know that you understand their circumstances and care about their wellbeing more than anything else, and not just during this difficult time. Make sure your members understand that you care about them, at all times. Don’t forget to focus on health! That’s what it’s all about.
You have most likely already informed your members about the steps you are taking through social media and/or e-mails. Be sure to keep your messages brief and classy, don’t overplay your softer side. Eventually, your members will care about the value you create for them. Define the reasons they became a member of your gym in the first place. Remind them of all the functionalities and benefits.
How should you communicate for the reopening?
- Be efficient and concise: people are receiving many Covid-19 related messages. Make sure you communicate with meaningful messages.
- Be transparent about possible changes: with the uncertain situation, members have to understand that there could be more changes as society adapts to the evolution of the pandemic: “we are going to do this until we are told otherwise”.
- Be agile: have a clear line of communication and make sure you keep members up-to-date. Don’t surprise them with new changes they did not expect.
- Personal communications: it is not common to communicate the same message to a member that was coming in four times a week and another member who hasn’t visited the gym for some time, even before lockdown.
Remember: we’re in this together. You, your members, your employees and your fellow gym owners!
At Life Fitness, we’ll be sure to add material for you to use, such as attract-screens on your cardio equipment that say ‘welcome back’ or ‘cleaning guidelines’. We’ll provide in-club marketing materials, such as posters and marketing materials for online purposes. Please don’t hesitate to reach out to us. We are here to help!
But in case you’ve missed it, we’ve combined all of the latest guidance into one handy e-book, including links to a range of supporting materials to help you overcome the many challenges of reopening your facility. Click on the link below to download a copy now.