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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.
Kyle House Fitness is Chattanooga’s premier fitness program offering group fitness classes and personal training with the best-certified instructors and trainers in the area. Located on Chattanooga’s thriving Southside, Kyle House Fitness is more than a gym, they pride themselves on building a welcoming and inclusive community. The owners of this gym, Kyle House and Kyle Miller (AKA The Kyles), may sound familiar to you since they recently wrote a blog post for us on how to be an LGBTQIA+ ally in the fitness space.
Since they happen to be one of the most influential duos in the fitness industry, we were eager to sit down and learn more about what wellness means to them. Ready to get to know The Kyles better? Let’s dive in.
We have always had a love for fitness. From an early age, we were both very athletic (swimming, gymnastics, and cheerleading). Once we graduated, we slowly transitioned into training young athletes and then later started working on our careers. Kyle House started personal training at a large gym and began building a solid career as a personal trainer and groups fitness instructor. Kyle Miller started working in marketing and communications ranging from politics, law enforcement, and tech becoming a leading public relations professional. After working in their fields for about 10 years they decided to combine their love of fitness with their experience and built one of the most successful fitness facilities in Chattanooga, Tennessee.
During our time working at other gyms and visiting other facilities that many were either missing qualified and motivating trainers, topnotch customer service, or a workout that was balanced and would lead to results for everyone whether they were casual fitness enthusiasts or hardcore athletes. We are motivated on a day-to-day basis by the idea that we can always be better. The experience can get better, the community can grow stronger, and we can continue to show people that fitness is more than just a way to look good, it's therapy.
Wellness to us has always been about leading a life that is balanced. It's not all fitness, it's not all work, it's not all fun... it's not all healthy food, it's not just junk food—it's about finding a way to reach your own personal goals while still having a healthy relationship with fitness, friends, family, and food—otherwise known as the four Fs.
If you're in the Chattanooga area, you should definitely check out Kyle House Fitness to take your wellness routine to the next level. You can book classes on the Mindbody app or through their KHF app.