Do’s and Don’ts of Post Pandemic Lockdown Fitness

Nine lessons from a let-down customer

By Nathalie Plamondon-Thomas

HERE IS A TESTIMONIAL I RECEIVED FROM ONE OF MY FOLLOWERS, AFTER SENDING OUT AN ARTICLE ABOUT VIRTUAL FITNESS. IT GENERATED MANY LESSONS THAT I THOUGHT WOULD BE OF INTEREST.

“I was previously very loyal to a gym. I loved their workouts, the atmosphere. But I haven’t been to a gym since March. I have no real desire to work out in an enclosed space with others. I know they’ve distanced, limited numbers, deep clean in between etc. But it’s the air, recirculated over and over. Many don’t wear masks. I wouldn’t want to work out in one either.”

Lesson # 1:

Some of your members will not come back for a while, even if you take all precautionary measures. What is your plan B to continue to serve these members?

“They dropped the ball in my books, twice: First, in not keeping in touch by email during the pandemic. According to others, they did, and offered daily workout recordings, but I only found out about those through another friend in late June. It was likely a glitch in their email member management system, but a serious one.”

Lesson # 2:

Have you been keeping in touch with your members and participants during the pandemic? Did you review your list to make sure that everyone was included and that your database was up-to-date? Just posting on social media does not mean that your paying clients saw your posts. Did you take a minute to track the numbers of openings and clicks on your emails?

Lesson # 3:

Do you have a database of names or an emailing system that can help you keep track? If not, it is time to start using one. I use KEAP (from Infusion Soft). Other less expensive and free options: aWeber, Mailchimp. Make sure to get their phone numbers. A good old phone call does wonders in keeping your members engaged and shows you care. Personal contact always prevails.

“Then they tried to charge my credit card $85 when they started offering classes recently. Again, no communication prior, it just arrived as a charge on my credit card.”

Lesson # 4:

Avoid assuming that your clients will necessarily want to come back. Make sure to communicate with them before charging their credit card. The key is communication.

“I went in to talk to them. They were apologetic and I was understanding - since I really have always loved that gym, and the front desk gal felt like a friend. But seriously, this was hardly the making for excellent customer service.”

Lesson # 5:

A lack of communication can affect even your most loyal members.

“But here’s the thing. All their recorded workouts are online since March on YouTube. I plan to just use those to work out at home, mixed with other outdoor fitness stuff. As long as it’s available for free (and if not theirs, there are tons now on YouTube).”

HYBRID IS THE NEW BLACK. THE PANDEMIC LASTED LONG ENOUGH TO BE HABIT-FORMING.

Lesson # 6:

If you did offer free workouts during the pandemic, are they still out there for everyone to access for free? Have you created a precedent with your members by giving them your services for free? Take a moment to take these videos down. You can leave short video teasers. It would be a good idea to record a video that can be found where the workouts were posted, saying: Our operations have resumed, it was a pleasure to provide these workouts to you during the pandemic for your convenience. You can now find us here…”

“Would I pay to have member access online workouts only? Possibly. Would I pay for a hybrid once I feel comfortable to go to the gym, but also have online? ABSOLUTELY. It’s about convenience.”

Lesson # 7:

Hybrid is the new black. The pandemic lasted long enough to be habitforming. Those who got accustomed to exercising online will more likely continue to do so. The virtual option allows you to expand outside of the physical territory of people living close to your location. I have some business mentorship clients and gym owners who speak different languages that have started to offer online classes in multiple languages and are getting clients to sign up from different countries. Think outside of your previous member base. What is your new niche? Target the people that do want virtual instead of feeling stuck trying to convince people who will only come back with your ‘in-person’ offer.

“Trainers are personable and the good ones will figure out how to leverage their personality online.”

Lesson # 8:

As a business, did you reach out to your trainers and instructors? If you did not have work for them, did you at least stay in touch and kept them engaged? What level of service were you offering? They may have started their own online classes. Your staff is most likely the reason why people were coming to your facility. Get them involved in your new hybrid model. You still need them, and you can offer them great benefits, providing platforms, tools, etc.

“Even if we have to get used to technology, the learning curve is not as steep as we think.”

Lesson # 9:

Get rid of the limiting belief that you are “bad with technology”. You have learned the insertions and attachments of all muscles in a human body, you have been running a business and taking care of staff, you can easily figure what button to push to see your clients on Zoom.

Check out the THINK Yourself® ACADEMY courses available at a 50% discount for canfitpro members (promo code: cfp50) including the course THINK Yourself® A VIRTUAL FITNESS PRO that can help your facility to quickly move your business online and make money living from your passion. Visit thinkyourself.com/ canfitpro.

Founder and CEO of the THINK Yourself® ACADEMY, Confidence Expert, International No.1 Bestselling Author of fifteen books on wellness and empowerment, and 2007 Fitness Instructor of the Year, Nathalie Plamondon-Thomas combines 25 years in sales and 30 years in the fitness industry. She works with entrepreneurs who want to find confidence and clarity so they can make money living from their passion.