Reopening
Get tough Policing the rules, even if it means losing members, will be crucial to building trust as health clubs reopen, Paul Roberts tells Kath Hudson
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Issue 3 2021 ©Cybertrek 2021
in order to save multiple memberships of those quiet, possibly anxious, people who observe it happening and vote with their feet when they decide the gym isn’t upholding the rules put in place to make them safe.
Avoiding a scene “A PT might not want to get involved with an altercation because they want to have a friendly relationship with everyone and not create a scene, but clubs absolutely need to take a zero-tolerance approach to those who don’t follow the rules and be prepared to lose members,” says Roberts. “Creating that line in the sand which shows you are willing to put safety over profits is important.” The social media debates about the gym rules and how they’re enforced will also have more impact than announcements broadcast by gyms about their new protocols, he says “Clubs need
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acing the gym floor like a headteacher and chastising anyone who has forgotten about social distancing is anathema to how the majority of operators would want to treat their members, but according to Paul Roberts, CEO of sentiment analysts, MyCustomerLens, this is going to be absolutely crucial from day one of gyms opening. He warns that unless fitness staff are empowered to go beyond their comfort zones, to make sure COVID-safe rules are adhered to, health clubs risk losing members, trust and credibility. “Our analysis shows that one of the value drivers around current consumer behaviour is trust,” Roberts explains. “As they go back to their clubs, members will be expecting the gym to have COVID-safe measures put in place and in order to build and retain their trust it’s crucial these rules are policed. Staff need to step in if members aren’t acting as they should be. If you let it ride once, then that will be it - you’ll have lost the credibility and won’t get it back.” Roberts stresses this hardline approach will be paramount. Operators will need to risk losing the membership of the rule breaker
