ABOUT 2021 year for survival for all of us . We anxiously awaited the start of the new year , and to mark a year that we endured , for our families , our businesses and surrounding communities . 2021 is a year for examining what worked , and what didn ’ t , and how we are responding to changes that may shape our industry for years to come .
We asked several franchisees to give us some insight into what they ’ ve learned over the past year , and how they are approaching 2021 with resilience and innovation .
Here are two questions we asked them . Some provided short thoughts while others shared their strategy for 2021 and beyond .
1 . What will be a key part of your operations in 2021 that has not been business as usual this year or in the past ? In other words , what key thing or things do you feel will be game changers next year , either for a while or permanently ?
2 . What are you looking forward to in 2021 ?
Anton Conlon El Paso , TX
After a period of reflection , re-organization , licking our wounds , refinancing , applying for grants , PPP and SBA Disaster Loans , most operators who have reopened have now taken stock of where they ’ re at financially and operationally . Rent deferrals for those who pay rent have in some cases gone into the hundreds of thousands of dollars and this will be an overwhelming weight on the shoulders of many who need to keep the doors of negotiation open with their landlords . It will take time for deferred rent to be paid back as we wait to see what the end game is and how our
members will react . Making sure your landlords understand how your business model works is essential . It is also essential for us all to appreciate that landlords also have overheads and that we need to work together to stay afloat . We have personally done all of the above and are trying to stay positive .
One huge overhead we have had to rationalize is payroll . Late summer 2020 we quickly realized our sales department had limited options to them - they could not go to set ups , businesses , functions , events and were just standing at the front desk waiting to collect commission on walk-ins . It was clear that front desk associates can take care of signing up walk-ins as they already do when there isn ’ t a sales associate present . We eliminated the sales positions and offered these staff front desk roles , which they were very understanding about . Prior to COVID-19 our franchise ’ s USP has been cleanliness , customer service , well maintained equipment and positive organic social media engagement . As a result , we noticed that this served us well when people needed to be convinced that gyms are safe - reviews speak for themselves . We do not do the big hard sell on people , there ’ s a gym for everyone and if you don ’ t want to be a member at a clean gym with great customer service and amazing reviews then that ’ s ok . We have since decided not to rehire for sales positions , a decision we felt was justified especially when the RSG Group subsequently decided to also eliminate the sales function . Channeling some saved sales payroll resources into bolstering our already exemplary housekeeping team was icing on the cake with a flood of excellent reviews from loyal members in recognition of this . In addition , we have made it compulsory for all kids club associates to help with cleaning when they don ’ t have children to look after .
I am honestly looking forward to 2022 more than 2021 . It feels like 2021 will still be a recovery year for us all .
for our industry .
Sio Khayami Quebec , Canada
I believe that the vaccine will be a big part of the solution
I am looking forward to seeing my second family , the GGFA Team and other Gold ’ s Gym owners , at the Owners ’
Conference again . And at the Gold ’ s Gym Convention , and traveling again …
Bryce A . Berry CO , WA & WY
2020 Covid 19 forced so many changes :
1 . A cleaner more sanitized gym--this is a good thing . 2 . A reduction / elimination of various amenities : Group fitness , group anything , equipment used with space between units . 3 . We were forced to look at kid ’ s club , juice bar , pool , sauna and steam room , and then we have to make adjustments .
We are looking for ways to bring back old customers and attract new members we have not met .
Don & Tammy Murphy Newburgh , NY
One of the biggest shifts for the business will be greater focus on wellness programming for not only our gym members , but the community-at-large . The pandemic has forced us to re-think what ’ s most important for people when it comes to health and wellness . It ’ s time to offer programming that incorporates all aspects of health , not only for our members , but non-members as well . Exercise is just ONE pillar of overall health . Gold ’ s Gym should be considering more than just this one pillar to truly be the leader in HEALTH and fitness . As a Functional Diagnostic Nutrition ( FDN ) Practitioner , Tammy has been at the forefront of creating programming along these lines in our gyms and will be launching a new doctor-approved program called R3 ( r3yourhealth . com ) in January , which is by far the most comprehensive 4-week weight loss and health restoration program we ’ ve ever offered . Also available is a personal and comprehensive blood analysis , which includes doctor-led education that teaches people to understand their blood chemistry and create a personalized health plan based on their findings .
We look forward to hopefully getting back to a sense of normalcy and seeing a surge of former members who cancelled their memberships during the pandemic rejoin again during the year . With widespread vaccinations on the