How Fitness Studios Can Survive Another Possible (or Current) Shutdown
It feels like this year has dragged on endlessly, and it’s safe to say we’re all keen to usher in 2021. Unfortunately, that means we’ll very likely be facing yet another lockdown—hell, you might be in the midst of another lockdown already, depending on what state you call home. There are all sorts of reasons to feel disheartened, especially if you had a rough go-around the first time we got locked in our houses. Countless fitness boutique studios have had to close their doors permanently, significantly reduce their staff size, or face a debt of hundreds of thousands of dollars. If you fall into any of those categories, we feel for you. And hopefully we can all grow together to have a much stronger upcoming year—despite yet another round of lockdowns.
The good news about this lockdown is that people are able to prepare themselves much more efficiently than before. It’s all too easy to overestimate in your mind how much you’re going to workout alone at home when you’ve never been in a lockdown situation before. But now that everyone has experienced the first lockdown, they know that they’re going to need some more help to workout at home other than scrolling through Instagram videos. This is a good time to grow your business while also helping people meet a very real need in their life. Here are a few tips to help your business survive another shutdown.
Lock in a Marketing Campaign Schedule
No matter how busy you are, you have to take the time to schedule your marketing campaigns ahead of time. The last thing you want to do is arrive on Monday morning at your laptop to realize that you don’t have any marketing plans for the week. Plan ahead and lay out the blueprints for all your marketing campaigns. Do you have a 2021 New Year’s plan? A spring renewal program? Think ahead and brainstorm about how your campaigns, newsletters, and emails can stand out from the rest and excite people to climb on board with you.
Reward Your Most Loyal Clients
Don’t ever let loyalty go unnoticed! Your clients want to be thanked and appreciated—and they also want to be rewarded for the time, energy, and money they invest in you and your business. The best way to keep your regular clients around for a long, long time is to reward their commitment to their health, and you can convert new visitors to longterm clients by showing them all the ways you reward the longterm clients.
Run specials for your loyal customers, give them insider information before the general public gets it, and generally interact with them as if they’re real-life, dynamic humans rather than just another number. Remember that they have their own goals in their health and life, and you want to incentivize them to keep working towards those goals.
Engage With Them on a Regular Basis
Run special contests or challenges that keep your community engaged and constantly in contact with each other. It’s also a good idea to run a VIP group so to speak, or at the very least some kind of exclusive page for frequent clients to keep in touch about classes, events, or opportunities. Online communities are useful for all sorts of other areas of our life, so why not create one with your fitness boutique studio. Give your clients a reason to keep coming back to you that is bigger than working out regularly—give them a community of like-minded individuals who are there to support them along a lifelong quest to stay healthy.
At the end of the day, you offer something more than exercise classes. You give them a chance to keep their life on track and elevate themselves to a new level. The dedication, commitment, and hard work that it takes to stay fit will stay with them forever.