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Fitness memberships, workout classes, wellness services, beauty appointments and more.
As we all continue to work through the current coronavirus pandemic together, many of your favorite fitness and wellness businesses have had no choice but to temporarily close their doors. Without a chance to offer their usual services or classes, many business owners are struggling with a very important question:
Memberships are critical to the health of a fitness business. It’s a revenue stream that they count on each month to keep the lights on and their teams employed. Now, with many of us unable to visit these locations, a business could decide to suspend all memberships for the time being—but is that the best option? As members, we still need to work out, and there’s plenty of opportunity for the business to help with that. Plus, in these isolating times, fitness studios can provide their members a sense of community right when they need it most.
There are several options studios can consider when it comes to memberships, and there’s a lot that influences which is best for them.
This is likely the best solution from the business’s point of view, but the question remains: how can they provide members the same value they get from their traditional memberships, but in a new way?
Whether a member usually visits once a week or once a day, much of the value of their membership is the sense of belonging that the studio provides. More than ever, people crave this as they cope with isolation at home, and businesses are already working hard to keep their members engaged. They might create a Facebook group for members with daily workouts or encouragement. Some may offer classes or workouts through live or recorded video, and others may be able to offer small-group workouts outside where clients can be spread out.
Many owners are even working to ensure their members have access to the equipment they need for at-home workouts (even if that means delivering their own studio equipment for them to borrow or rent). All of these options provide value to clients. For their part, many members themselves believe in the intrinsic value that small businesses bring to the community and are open to continuing their memberships through this time.
If you are a member somewhere, it’s likely they’ve reached out to share new services they’re offering—but if not, feel free to ask them for updates. This may help you to ultimately decide what you want to do with your membership.
Hint: If you search “virtual” in your area using the Mindbody app, or on Mindbody.io, you'll find that studios, either those you have loved for years or ones you've wanted to try, are adding online classes every day. (Remember: you don't necessarily have to search in just your current area. "Virtual" means maybe checking out a class in NYC right now.)
Some businesses are voluntarily deciding to give members a choice. When Stephanie Stackhouse of SLO Yoga Center emailed her clients to let them know the studio was temporarily closing, she gave members the option of continuing. Stackhouse shared why the support was important and how the studio plans on continuing to provide class through a live stream. She gave two options members could click on: “Yes, continue my billing in support of Yoga Center” or “No thank you, please suspend my membership for now.”
If you are a member at a studio and have decided to continue your membership, reach out to the owner to let them know why—and what their studio means to you. They could likely use a kind word these days, and your sentiment may help encourage other studio members to do the same.
This option offers a sort of middle road for your studio: it’s not as favorable for them as keeping memberships as they are, but it might provide their members enough relief to keep them from canceling altogether. Studios know their members may be dealing with situational and financial hardships of their own, so as a show of good faith, some may offer a discount on the next month’s membership fees. This feels like a win for clients, who want to continue to support the business but may be coping with tough times of their own.
As you think about your own fitness membership in the era of COVID-19, you’ll have to consider how you feel about your membership—what the business means to you and your sense of community—and weigh that against your current ability to continue your support during these times. There’s no easy answer. But remember, your studio has fixed costs. Rent isn’t socially distancing itself from anyone anytime soon. These businesses play an important role in the lives of many, many people—perhaps even in yours. When things return to normal—and they will—we want these places to be there for us to return to.
Remember, we are getting through this together, and together we will emerge stronger. To show your local studios support during this time, please visit them on Mindbody.io or in the Mindbody app and find your favorite classes or one you've always wanted to try. Also, tag them on social media, along with @Mindbody, and we will support in any way we can.
February is Black History Month—a celebration of the achievements and contributions of African Americans in society. As the beauty and wellness industry becomes a more welcoming and inclusive space for all, we are taking this opportunity to continue to shine a light on the gap of inclusivity and diversity in our industry, and take action to promote, empower, and honor the Black community that shapes and grows wellness.
While the beauty industry is making improvements—it's important to showcase and support Black businesses and the creatives in this space every day. To honor them, we're shouting out some of our favorite Black-owned beauty and wellness businesses to support.
Beauty Bin is a full-service day spa and dry bar located in Asheville, NC. With a focus on inclusivity for people of all backgrounds, genders, and races, their MO is to match the outer beauty of every client to their inner beauty. From eyelash extensions and hydrafacials to waxing and massage, Beauty Bin is a one-stop-shop for all the spa services.
The KIKA Method® is a gentle assisted stretching process that loosens up tight muscles freeing your body from pain and stress. By practicing this method, clients can experience decreased muscle tension, increased energy, enhanced flexibility, a substantial reduction in stress, improved posture and relaxation, and increased mental clarity. While its headquarters is located in Las Vegas, NV, they have multiple locations sprinkled throughout the US, including Atlanta, New York City, and Dallas—just to name a few.
At Kimberly Coleman Salon, their philosophy begins with promoting healthy tresses, elegant sets, unique accouterments, perfect pampering of hands and feet, and precision cuts. Known for working with models and celebrities, they fully appreciate and celebrate the diversity of their clientele which also includes super moms and warrior dads.
Pressed Roots was developed with the simple concept in mind—that everyone deserves access to easy, and quality hair care. What started as a single pop-up shop in Boston, grew to a multi-city pop-up tour, and is now slated to be the largest national hair salon franchise specializing in the care and styling of highly textured hair, they launched their first flagship location in Dallas, TX.
Jersey City resident, Alyza Brevard-Rodriguez started SW3AT. The company began as a fitness apparel line in 2015 but evolved into a sanctuary catered to health and wellness now known as SW3AT Sauna Studio—the first infrared sauna studio in Jersey City. The healing power of infrared heat therapy is a phenomenal option for holistic health proven to strengthen the immune system and provide relief from joint stiffness and muscle pain. It is also supportive of any fitness program as it aids in weight loss (you can torch up to 900 calories in a 45-minute session) while also detoxifying your body from some of the most harmful toxins.
Kelli Coleman and Anika Jackson opened The TEN Nail Bar in Detroit to address a void in their city. They saw a need for a quality, modern nail bar that could also serve as a fun social space for Detroit’s residents and professionals. They designed the TEN to provide their clients with a #Perfect10 experience—where you can relax, enjoy music, a drink, your friends, a clean and precise manicure, and a much-needed break from all your hectic days.
Located in the beautiful downtown Hyde Park Chicago area, Bettye O Day Spa specializes in first-class treatments. They aim to nurture and relax each of their clients with individualized and innovative therapeutic techniques. From body wraps and massages to facials and hydrotherapy, this day spa promises to be a safe place for healing to occur.
Looking for more businesses to support? ClassPass has also created a list of Black-owned business to check out all year-round. While both of these lists are a great start to get you familiar with many of the Black-owned businesses either in your neighborhood or around the globe, we have only scratched the surface. We'd love to keep these lists growing.If you have any businesses you'd like to see on this list, click here to submit a Black-owned business we should be highlighting as well!