Workout Weekly Issue 13

ISSUE 1 May 2020

WEEKLY

Issue 13

31 July 2020

YOUR REGULAR ONLINE UPDATE FOR THE UK FITNESS SCENE

Gym to reopen backed by hygiene programme

page 3 Active IQ partners with Nuffield Health on new Exercise Referral qualification

page 6 Technogym launches its new Excite range

page 7

WORKOUT WEEKLY

3

ReferAll helps key provider continue NHS programme ENTERPRISE and skills organisation Ingeus is one of only five programme providers delivering NHS England’s National Diabetes Prevention Programme.

The NDPP is the first of its kind – a nationwide programme aiming to help people at risk of developing Type 2 diabetes in the UK reduce their risk of disease.

This is a critical service as every two minutes, someone finds that they have Type 2 diabetes.

Ingeus has used ReferAll’s software platform to help ensure it delivers the programme effectively for the last three years.

It usually provides 13 face-to-face sessions, in community venues, helping people at risk of Type 2 diabetes to make positive lifestyle changes and better manage their health.

The NDPP journey talks about healthy living, exercise and diet with the aim of educating participants and preventing the onset of diabetes.

Ingeus has been receiving excellent feedback on how well it has continued to provide the scheme during a national crisis and how quickly it responded to the COVID-19 pandemic, delivering its schedule by an alternate method to ensure participants keep seeing results.

ReferAll worked with Ingeus to make changes to its software system to enable this rapid turnaround.

Alice Clements-Platt, head of delivery operational support at Ingeus, said: “All our venues closed and our face-to-face delivery stopped overnight, so within a matter of days we had to make sure our contact centre team could work from home and create a virtual solution for scheme participants.

“We then had to contact around 30,000 participants on the programme to offer the option of a remote service or pausing their journey.

“The ReferAll system allowed us to quickly and easily categorise people by whether they’d chosen to continue virtually or to pause. Most of our queries Group Editor: Judith Halkerston Tel: 01226 734639 jh@scriptmedia. co.uk Group production editor: Dominic Musgrave Tel: 01226 734407 dm@scriptmedia. co.uk

Sales and marketing director: Tony Barry Tel: 01226 734605 tb@scriptmedia. co.uk Sales manager: Louise BristoweHarrison Tel: 01226 734699 workout3@ scriptmedia.co.uk

Studio manager: Stewart Holt sth@scriptmedia. co.uk

www.workout-uk.co.uk

were resolved by ReferAll within 24 hours, enabling us to get what we needed onto the system, change people’s account settings and start the ball rolling.

“They were very responsive and flexible, making all the necessary changes to amend our project on their system, enabling us to remain operational. ReferAll helped ensure a positive outcome for our participants.”

Take up for the virtual offer has been around 60 per cent, which Ingeus considers excellent given the programme demographics – the older you are, the greater your risk of Type 2 diabetes is likely to be.

The virtual offer has been a great success, with 96 per cent of participants finding the content our their remote session helpful and 90 per cent saying they intend to complete future sessions on the Healthier You programme.

Offering digitally-based support during COVID-19 has also helped participants socially, by widening their social channels.

One female participant in her 70s said: “I’m so grateful for the Ingeus tech team.

Before lockdown I had no clue how to do a video call online; I didn’t know where to start.

“They talked me through it and, because of my virtual NDPP sessions I now also know how to see my family once a week. It’s so lovely to know that people are still out there for me.”

Stuart Stokes, managing director at ReferAll, added: “As a business, Ingeus has thought outside the box to find ways it can continue to function and fulfil its remit despite operating during a national crisis.

“The team approached us as their service partner and we’ve put changes in place to enable them to keep operating.

“It’s highlighted the strength in the partnership between us – we are thrilled to have been the ‘engine room’, providing the software that’s enabled Ingeus to continue improving people’s lives during COVID-19.”

Gym to reopen backed by hygiene programme A NEWCASTLE gym is all set to reopen its doors and hopes to prove to members that gyms can be ‘the safest place possible’ with the right measures in place.

The Fitness Rooms, located at North Tyneside Industrial Estate in Benton, carried out a ‘soft’ reopening last weekend before officially opening its doors to all 200-plus members on Saturday.

The business, which opened in 2014, has implemented the Nexus Envirosmart Programme as it looks to bring in new members thanks to its ‘above and beyond’ approach to environmental hygiene.

The programme, rather than providing a simple deep clean, ensures continued compliance with safety measures through the use of staff training and app technology, which monitors how people on site are abiding by rules surrounding hand sanitisation and more.

During the lockdown the business was able to quickly pivot its offering and move towards offering online sessions, ensuring members stayed fit and active when at home.

Owner David Spark said: “We are delighted to be welcoming back our members, who can feel safe and secure in knowing that through Nexus we have gone above and beyond.

“We want to show that gyms can be the safest place possible for people when the environmental hygiene of the site is a top priority.

“What makes us unique is that people can’t just come and go as they please, everything is done through guided training sessions and planning, focusing on diet and accountability.

“By implementing the Envirosmart Programme we have managed to transfer that ethos to our approach to environmental hygiene.

“Everything will be monitored and properly maintained.

“We believe that this will give everyone who walks through our doors additional peace of mind.”

Nexus supports its clients with staff training on how to ensure continued safety going forward after a reopening, implementing hygiene practices designed to maximise the benefit of the treatment.

Managing director Jot Engelbrecht added: “The last few months have seen so many different sectors try to adapt to a rapidly changing environment and evolving guidelines.

“We set ourselves apart by providing a long-lasting environmental hygiene solution and are delighted that The Fitness Rooms have brought us on board to assist with their reopening.”

Wattbike Icon rebrands as Nucleus WATTBIKE has announced the rebrand of one of its latest products.

Launched last year as the Wattbike ‘Icon’, this bike has now been renamed the Wattbike Nucleus.

Building upon the success of the Wattbike Pro/Trainer, the pioneer of performance cycling, the Wattbike Nucleus is the progression of that iconic design.

With the latest innovations in technology, it delivers the most advanced feedback for a fully connected experience and introduces the all new Performance Touchscreen and other product enhancements while retaining the essence of what made the Pro/Trainer the go-to indoor bike for everyone striving to improve performance.

Richard Baker, Wattbike CEO, said: “When we launched two new products

for the commercial market last year, we were made aware of a copyright issue with the ‘Icon’ in one country.

“We therefore made the decision to rename the product to ensure brand consistency internationally and to treat this as a positive opportunity to bring the portfolio of Wattbikes closer as a collective by name.

“Within science; the nucleus is the positively charged central core of an atom, consisting of protons and neutrons and containing nearly all its mass.

“This description fits both the product and the brand perfectly and will further help to bring consistency to our product portfolio.

“Our company history is steeped in working with the best sport scientists, so it seems fitting to continue to look to science as we grow our product range.”

Since the start of the year, Wattbike has already sold over 1200 of the Wattbike Nucleus across the UK and internationally, complimenting the Wattbike AtomX also launched at the turn of the year.

“These new products offer the market the complete indoor cycling solution,” Richard added.

“We have indoor bikes that cover both home and commercial fitness sectors, and user groups from general health and fitness to elite sport.

“With this we offer our customers a virtuous cycle from their home, health club, hotel or work, providing a product offering suited to every particular function and area of the gym floor; a portfolio of bikes suited for every Wattbiker.”

To find out more about the Wattbike Nucleus visit www.wattbike.com

4

WORKOUT WEEKLY

How to ensure you and your business are prepared for the next stage

By JC Vacassin

THERE’S light at the end of the tunnel: clubs have started to re-open in England.

But the future is uncertain. We don’t know what August, September and beyond will look like.

The majority of us have never experienced anything like the past 100 plus days.

But despite the hardships, we’ve had some support: bounce-back loans, grants, and deferred rent, national insurance and VAT payments have kept our heads above water.

However, as we approach the time to de-fog, reorganise, and freshen up our spaces ready to re-open our doors, now is a great time to get granular about your business and in particular your finances - to use any extra cash as a powerful lever to push your operation into its next phase of success.

I strongly believe that our sector can emerge from this stronger than ever before. We know many IFBA member gyms that are thriving, even under these bizarre conditions; they’re in this position because they sweat the small stuff. They planned, prepared and used their money wisely.

Here are my seven key principles to bring structure to your investments after lockdown: 1. It’s all about the plan If it’s one thing we say time and time again (I say it at least once a day); the key to your future success is your business plan.

Your business plan is your roadmap. It should have inputs, processes, outputs and results. In order to get the output and results you want, you need to understand, in detail, the flow of cash through your business.

And that doesn’t just mean today – your plan needs to span the coming months and years.

Having a solid business plan takes the

more than one financial forecast and operating plan for the coming months – especially as the months after lockdown will be some of the most unpredictable we’ve ever had.

This means two (or even three) sets of numbers.

You could do one set that assumes that 75 per cent of your members come back onto full membership when doors reopen, for example, and another at 50 per cent.

JC Vacassin guesswork and much of the uncertainty out of managing your gym. Rather than worrying if you can afford a new re-fit, invest in new equipment or whether you should increase your membership prices, you can run those scenarios through the business plan and work out what the result might be in a clear and concrete way.

More often than not, you’ll need some help creating the structure of your plan because most of us aren’t accountants or financial wizards.

However, once you have a template, decision-making processes will be far easier.

2. Contingency is key If the last few months have taught us anything, it’s that life is unpredictable and the best laid plans can always go awry; welcome to the world of running your own business.

More often than not there will be factors beyond our control or our ability to predict and they frustratingly get in the way of our assumptions becoming a reality.

In order to mitigate any risk and still come out on top, you should have

3. Get real Hand in hand with your contingency comes a strong dose of realism.

What will you do if gyms reopen for a couple of months (or even weeks) then close again due to a local lockdown and second wave of the virus?

What if your membership numbers drop significantly? What’s your plan if your local economy takes a nosedive due to redundancies?

While we aren’t advocating a “glass half empty” outlook we all need to plan for the worst and hope for the best.

It’s advisable to have different plans in place and not to be caught off-guard as we enter an uncertain future.

4. What can you do better?

With the financial framework underway, now is a perfect time to consider where to invest if you have the resources available.

The past three months have provided an invaluable opportunity to do something we rarely have the time to do in the daily grind: stop, look, and evaluate.

Use any time you have wisely to undertake a full audit of your gym – financially, physically, and in terms of your product and your customer service.

For example: What needs work? Where are you inefficient? What changes has the virus brought about that you can leverage to your advantage?

What changes need to happen to make

sure you can retain as many members as possible? How can you maximise the power of your people to make your gym a truly exceptional place to train?

With your brainstorming results in hand, go back to your business plan and plug in your best ideas (the Cycle of Action is also very helpful here) to help you decide where to invest your money, time, and attention.

5. A new digital baseline A solid online element to your operation is the new baseline for any fitness operation and is an area you can’t afford to neglect; clients won’t be happy with a coach doing burpees in their front room for long.

6. The catapult effect Like with any investment, you’re looking for the levers or catalysts that can deliver maximum impact.

For example, hand sanitiser stations at key contact points doesn’t cost much, but it’ll make a significant difference to your members’ confidence in your gym as a place to spend time (especially if you share your plans for sterilisation through your marketing channels).

7. Proceed with caution One thing is certain: there is no way we can predict what’s going to happen next.

So while £50,000 in your bank might feel reassuring right now, we are all in the same boat: an uncertain future lies ahead.

The way to weather this storm with resilience and stamina is to be overprepared.

That doesn’t mean sitting on the money so it doesn’t work for you: it means being focused and intelligent about the how, where, and when of taking risks to develop your business.

Good luck and let’s smash July, August and beyond and get back to greatness. n JC Vacassin is the founder of IFBA and W10.

Stats show positive bounce back across Europe DATA taken from Precor’s fullynetworked fitness solution Preva shows a glimmer of hope for UK operators.

Regions across Europe are bouncing back to pre-COVID attendance levels incredibly quickly.

Preva stats comparing total workouts per day in June 2020 with last year’s figures are showing that – in countries

where re-opening is underway – numbers are well on the way to being on a par with previous years.

In Germany, where re-opening started from mid-May, workouts on Preva networked cardio machines are in excess of 25,000 per day.

Allowing for a year on year growth in equipment across the country’s clubs,

the figures indicate returns to the gym are already at 71 per cent.

And in Austria, which started to re-open facilities at the end of May, workouts have matched those in the same period last year.

“The rapid return to working out in those European countries that are ahead of the UK in terms of lifting their

lockdowns is incredibly positive,” said Steve Carter, managing director of Precor UK. “The stats show a steady growth across EMEA, most positively in Germany and Austria who opened earliest.

“This is a hugely optimistic sign for operators who had the green light to reopen from July 25.”

WORKOUT WEEKLY

5

Advertiser’s announcement

HOW A GLOBAL PANDEMIC MAY FORCE THE FITNESS INDUSTRY TO INNOVATE

By Hugo Braam

AS GYMS, clubs and studios around the world close their doors due to the coronavirus pandemic, it feels like a worrying time for fitness professionals.

Like everyone else, we are concerned for the health of our loved ones.

But we’re also left asking what the future holds for our industry and how clubs, gyms and studios, that are based so much on physical attendance, can weather the storm.

The impact of the pandemic on the fitness industry has been especially pervasive because of the way that so many club, studio and gym owners still conduct their businesses.

Elon Musk has plans to conquer Mars and these days the meat on your hamburger can be grown in a lab – so why are so many fitness businesses still using papers and pens to create workouts for their members?

At this stage in human technological development, it’s a wonder that so many gyms, studios and clubs have yet to digitise their businesses. When it comes to tech, the fitness industry is lagging behind.

So while the current pandemic is rightly causing us concern, it may also point to the ways that we must develop and grow as an industry – namely, creating a system that allows fitness businesses to operate wholly online.

From virtual workouts to payment and scheduling systems, that means every element of a company should be accessible via the click of a button or

Hugo Braam touch of a screen. We are being forced to innovate.

Creating a digitised service will make our companies future-proof and protect us from the vulnerabilities of being unable to physically provide classes and in-person workouts for our members.

Take a look at some of the companies that have already begun to adapt their offering in the wake of isolation measures.

High-end fitness studio Club Sportive has taken their classes to the rooftops of the gym’s home city.

Marketing the venture as #ClubSportiveOnTour they discovered a way to take their workouts to their members and used digital elements such as video and social media marketing campaigns to deliver the message.

Peter Van de Velde, owner of health and lifestyle centre Fun Move, has been doing personal training sessions over webcam since the crisis hit.

He said: “it’s important to give members access to more content so it’s easier for them to work from home.”

Features such as live streaming via webcam or via an in-app feature like the Video On Demand tool offered by the Virtuagym app means that you can deliver your services directly to a client or members’ living room.

Outside of the fitness world, apps like HouseParty (that allows you to ‘party’ in-app with friends via video chat) are finding new prominence by finding a way to connect people to one another.

By developing your digital workout offering you send the message that you care.

You are committing yourself to your member’s health journeys. Ultimately, this leads to brand loyalty and helps fitness professionals cultivate companies that are set to take-on the difficulties posed over the coming months and beyond.

Even when the pandemic is over, it’s essential to engage members outside of a gym facility in order to ensure that a business can adapt to the changes of the 21st century.

This is the same now across all industries. People are spending more time than ever on their mobile phones so making sure that you are there with them in their pockets when they need you is essential.

You can do this by creating a quality social media experience for your members and prospective members but you can also do this with tools such as a branded app and push notifications

that motivate your members to work out. Growing a sense of community is crucial as that’s what will help you retain members in the long run. In the gym itself, a community would grow through shared experiences and conversations.

So to recreate this online, you should explore ways you can encourage members to talk and share progress or do workouts together.

Setting specific goals or times for working out could help with this. Set your members challenges to complete and pit them against one other to bring out a competitive spirit. It’s all about connectivity so encourage your members to share progress pictures and ensure you have dedicated a space for them to speak with one another online.

This could be anything from a WhatsApp group to a distinctive online community created within a branded app – get creative with this and really consider how you can maximise your member’s engagement.

It’s time for us to take the next steps as an industry. Rather than panic and relegate ourselves to taking the hit, we should begin to explore the digital offerings that may be available to us online.

Let’s take this time to explore our options and the future of fitness.

So here’s to staying safe but also to persevering in the face of this crisis, continuing to deliver the best offering to those that we service by opening our minds to the possibilities of innovation. n Hugo Braam is co-founder and CEO of Virtuagym.

6

WORKOUT WEEKLY

Active IQ partners with Nuffield Health on new Exercise Referral qualification ACTIVE IQ has partnered with Nuffield Health, the UK’s largest healthcare charity, to create a new Level 3 Diploma in Supporting Clients with Long-term Conditions.

The qualification is available from this month.

Active IQ and Nuffield Health joined forces to ensure physical activity professionals have the necessary knowledge and skills to safely and effectively support this client group in a range of settings.

The qualification content includes the latest thinking and current best practice when managing a variety of long-term conditions increasingly being encountered by exercise referral specialists including: n Hypo/hyperthyroidism. n Cancer. n Neurological conditions such as stroke, multiple sclerosis and Parkinson’s. n Fibromyalgia. n Dementia. n Connective tissue disease.

The greater depth of content combined with the deeper understanding and higher skill set to support this client group will enable fitness professionals to cover the majority of conditions likely to be presented by referred clients.

Further valuable insight when working with clients who need to modify their behaviour and lifestyle to accommodate their health condition comes in the form of behaviour change techniques including a new section on ‘Motivational Interviewing’.

Operators whose staff hold the new Diploma in Supporting Clients with Long-term Conditions will benefit from being able to work with clients whose conditions previously may have been ‘out of scope’.

Any fitness professional with an existing Level 3 PT qualification can undertake Active IQ’s new diploma.

“We’ve been working hard behind the scenes bringing together allied health professionals at Nuffield Health and our chief medical advisor Dr Dane Vishnubala on this new qualification to align the health and fitness sector and medical profession more closely,” said Jenny Patrickson, managing director for Active IQ. “More than 15 million people are living with at least one long-term health

condition, placing a huge burden on the NHS, social care providers and the economy.

“Social prescribing presents a huge opportunity for us to meet the growing health demands within society.

“We are confident our new qualification will give fitness professionals all the skills and confidence they need to help make a difference to people’s health.”

“Exercise can be a hugely impactful intervention for those suffering with a variety of long-term health conditions, as our flagship programmes have shown,

added Justin Jones, head of physiology and clinical development lead at Nuffield Health. “This qualification will help to equip fitness professionals with the knowledge and skills required to support their clients in achieving the level of health and fitness they aspire to… whether that be maintaining, developing or recovering.

“We are proud to have several of our health and wellbeing physiologists working with Active IQ in creating this new qualification, aligning to our purpose of building a healthier nation.”

New WiFi Gateway delivers enhanced remote access control for Codelocks’ Smart Locks CODELOCKS’ newly released WiFi Gateway offers the next level of control and convenience to smart lock users.

One WiFi Gateway allows a user to control up to four compatible Codelocks Smart Locks from any WiFi connected mobile device.

WiFi Gateway by Codelocks works in conjunction with the K3 Connect App, giving the user extended range and enhanced functionality.

Remote smart access control features include locking and unlocking, programming, client management, NetCode generation and more.

Until the arrival of the WiFi Gateway, users would need to control Codelocks Smart Locks individually using the K3 App on a Bluetooth enabled device.

The device would therefore need to be within range of each individual lock while performing app functions.

WiFi Gateway by Codelocks offers a more convenient way to manage small numbers of smart locks by connecting to them over a WiFi network.

To control more than four locks,

or control locks over a wider area, users can simply add additional WiFi Gateways as required.

Remote features enabled by the WiFi Gateway and K3 Connect App include: n Unlocking locks. n Setting lock parameters and access

restriction. n Managing users’ access through phone, card and code. n Generating NetCodes. n Retrieving audit information. n Receiving lock event notifications. n Checking locks’ current status.

Colin Campbell, managing director at Codelocks said, “WiFi Gateway is the perfect solution for small businesses that are looking for a convenient way to manage their smart locks.

“By extending the range of the K3 Connect App and enabling enhanced remote capability, it gives administrators the ability to effectively manage and control connected locks without having to leave their desks”.

Measuring just 50mm x 41mm x 15mm, WiFi Gateway by Codelocks is powered by a USB type A connector and can support a maximum of four locks within a range of five metres.

To run the K3 Connect App, smart devices must be running either Android version 4.3+ or an iPhone running iOS 10.0+.

The new WiFi Gateway is ideal for businesses that are already using multiple Codelocks Smart Locks and looking to unlock the next level of convenient access control.

For more information visit www.codelocks.co.uk/wifi-gateway

WORKOUT WEEKLY

7

Technogym launches its new Excite range TECHNOGYM has introduced the new Excite line: a revolutionary range of fullyconnected cardio equipment equipped with the Technogym Live interface.

This offers users a new fully personalised training experience tailored to their goals and needs, thanks to a full range of workout content and entertainment options.

Excite Live combines fun, performance and results that meets the needs of all users.

Excite has been conceived around four key pillars – tailored training variety, connectivity, space savvy and sustainability – to offer users a meaningful, engaging and personal training experience to offer operators innovation for the future to enhance their business.

Tailored training variety – endless contents and exercise options available, Excite helps all users reach their training goals.

Thanks to Technogym Live, console users will be able to choose an unprecedented variety of contents: trainer-led sessions, outdoor virtual training, training routines and a full range of exercises.

Connectivity – the very best connected

experience with wireless charging, connection with your smartphone or smartwatch the equipment becomes tailored to each user.

Watch your own entertainment contents with social media, YouTube and Netflix.

Space savvy – New Excite products offer the best ratio between floor footprint and training space, in order to give users more room to move freely and in total confidence.

Eco-sustainability – Excite line represents the next generation of sustainable equipment.

The human power version of Excite is the first generation of smart equipment – fully connected and training content – that does not require electricity, nor batteries to operate.

Excite line comes in two colour options, designed to match your style and mood, Meteor Black and Lunar Grey, and creating a unique family feeling also with Technogym’s selection strength equipment to ensure a seamless layout on the gym floor.

With a diverse range of products, the new Excite line includes: Excite Run – The revolutionary deck

design of this treadmill provides greater stability and 13 per cent more space for exercising occupying 30 per cent less floor space.

The optimal stride cushioned surface enhances feelings, adapting to each running styles.

Excite Run make everything easy when running, like changing speed and incline on the fly with the fast track controls or through the swiftpad view on the console.

Excite Synchro – The elliptical trainer that offers the longest stride in the industry and combines converging upper body motions to replicate the jogging feel.

Excite Synchro has an adjustable ramp – from five to 33 degrees – to offer flat jogs all the way to up-hill hikes.

Excite Bike – With a walk-through design and enhanced biomechanics this stationary bike appeals to a broad range of users.

Whether looking for a slow-paced cycling through the outdoors or picking up the challenge of a high-intensity routine, Excite Live Bike’s design, training contents and advanced biomechanics will make users excited to get back in the saddle.

Excite Vario – Adapting to your stride pattern with a fluid, no-impact motion, Vario has a lower perceived exertion and ensures a comfortable total body or lower body workout. Easy to start thanks to the optimal start technology and easy perform movements due to the smoothness of the self adaptive stride up to 83cm, enabling users to step, walk and run all within the same product.

Excite Recline – Take cycling to new levels of comfort. From the wide walkthrough, to the soft-touch handles, to the adjustable backrest, everything is designed to deliver an easy ride.

Excite Climb – This stair simulator combines the lowest height with the deepest step surface – 28cm – to make stair climbing comfortable and safe for everyone.

Low-rise courtesy step to easily get on, and toe smart design to ensure a comfortable exercise.

Excite Top – The upper body trainer improves fitness, muscular strength and endurance.

Users can enjoy the benefits of upper body rotary training from the seated position, using the ergonomic seat, or from the more challenging standing position.

Now is the time to futureproof your business IT’S crucial to ensure your health and fitness business is positioned to weather the current and future storms.

As a TSG solution, DFC can bring you actionable insights to help guide your business forward.

TSG is as a leader in global end-to-end business management solutions for the health & fitness industry, so sees more data than most. TSG’s clients in many areas of the world (including New Zealand, Australia and France) have started to reopen.

There have been clear trends that can help inform operators across UK as reopening slowly begins.

Many gyms in France started to reopen from June 2.

In the weeks following reopen key trends have been identified amongst TSG’s clients in France: n Nearly all reopened by late June. n Visits were down on 2019 initially,

but by late-June had returned closer to expected levels. n Overall men are getting back to the gym faster than women. n Younger members are returning at a quicker pace than those aged 30+, particularly visiting low cost or budget facilities. Men under 30 are most likely to return, visits even surpassed 2019 levels by late-June. n Recovery did slow when local outbreaks started to become increasingly common.

Based on these trends, the following actions could be important to futureproofing your operations: n Ensure you have the right business management solution in place to ease the burden of new operational requirements, freeing up your people to engage members while maintaining safety. n Keep talking to members. Outbound

calling campaigns can help identify why customers haven’t returned or have cancelled a membership. Surveying members after each visit can help quickly highlight potential concerns which arise. n Let your member community do the talking for you. Encouraging members to share workouts on social media, requesting online reviews, facilitating friend referrals, and simply asking members to talk with friends, family and colleagues about recent visits can powerful marketing opportunities. n Add virtual or digital options to your membership packages, and even as a separate type of membership, to reach members remotely. With many pureplay digital fitness services available, make sure your offering is genuinely compelling to your members. n Adjust and revamp your schedule to give more members the opportunity

to make use of their membership.

You could even follow the lead of supermarkets and introduce times when only older and more vulnerable members are able to attend. n Incorporate more budget or low frills membership options to help retain and attract members with less to spend.

Look for future opportunities to offer upgrades and cross-sell add-on or oneoff options. n Understand why members cancel and freeze. Where financial hardship is identified, consider empowering your team to offer temporary or ongoing reduced rates to keep these members in the longer term.

If you would like detailed insights into what we’ve seen in France and elsewhere, as well as assistance to put these tips into action, get in touch with our team who will be more than happy to help.