way , we also hope to see the majority of frozen memberships reactivate their accounts and again become duespaying members . At the same time , we anticipate a new wave of people who will want to take care of their health and well-being , now more than ever , for the long-term future . The fitness industry is positioned to be at the forefront of capturing this wave . Our personal training and small group training programs have taken a severe hit during the pandemic , so we also hope to see growth in those areas . With any luck , we ’ ll be able to drop the mask requirement in the
gym by the end of 2021 in time for Q1 of 2022 . That is our hope .
Kim & Dave Kenyon and Bill Austin Dutchess County , NY
One of the things we will focus on will be our online presence to attract new customers . We plan on working towards being that community location that everyone thinks of for health and fitness . Educating the consumer while working on our online presence .
The other area we will focus on is virtual fitness offerings , including classes and Personal Training . The world of virtual fitness has and will become much bigger in the new year . We want to position ourselves so we can take advantage of these opportunities .
We are looking forward to reengaging with all our customers and continuing to help them with fitness , through whatever ways they need or want . We are working on meeting them where they are . The landscape has changed , having new things to offer is exciting and we are optimistic about being able to reach people wherever they are .
Eliud Garcia & the Garcia Family South Texas
We are making a big push for online sales for 2021 . So working with new companies and collaborating with those that have been in our Supplier Partnership Network for many years to maximize our online sales efforts . and comfortable to come back . It ’ s probably a popular answer but just to get back to normal .
Matt Clifford Metro DC , MD & VA
I think like most people when we look at 2021 and ahead , we are focusing on stabilizing our core business while evaluating how we can also expand outside our four walls . We feel in order to do that you need to have an exceptional virtual platform that can act as a value add for existing members and engage those who may not be frequent gym users .
We are also looking at areas where we can push pricing to offset short-term lesser volume . We feel as volume increases , we have an opportunity to improve our margins in many areas such as personal training for example . Gold ’ s Gym is and should be what people think about when it comes to quality personal training if they want to get results , so in our opinion the discounting of this service is counterintuitive to providing a premium experience . It is our position that price , experience and results all must align in a healthy business .
Regarding “ game changers ”, I think there are a few of them and some may be different for different ownership groups . We are laser focused on the two new locations we are opening in 2021 , so these will serve as a game changer for us in our market . I believe another area that is broader in every market is usage-based memberships . If someone is not focusing on that right now , then I believe they are missing an opportunity to both serve a growing member base and drive significant revenue .
I would imagine I speak for many people when I say we are looking forward to some sense of normalcy . During these difficult times , if there is a silver lining , it has been watching the whole industry come together to collaborate about fighting a common enemy . Regardless of whether we are direct competitors or not , we are all trying to ultimately help people and this last year has prevented us all from achieving that mission to the best of our ability . What this pandemic has emphasized is that fitness is more important now than ever !
John Ward Daytona Beach , FL
This has been an extremely difficult time for health clubs , as we were forced to shut down . Upon reopening , we faced a completely different business landscape and a new member mindset . Our revenue stream stopped ! Members were cancelling and freezing their memberships , members were reluctant to come in for personal training and team training .
Our recurring revenue stream from membership draft and personal training draft had alarmingly diminished . The past model of high volume , low participation ( 5,000 members paying and 2,000 actively using the gym ) was gone .
The first thing we did was develop a theme that would put us in the right mindset to build the framework of a new , successful model . A model where we would come out stronger than when we went in .
Opportunity vs . Obstacle
We chose to view everything as an opportunity . An opportunity to use the collective wisdom of our team to build a stronger model than we have ever had before . An opportunity for everyone to participate in the development of fresh ideas , an opportunity for our employees to take ownership in the plan they were helping develop . In summary we chose to take control of the situation instead of letting the situation control us .
Smart , effective club management consists of a multitude of right decisions and key fundamentals implemented throughout the entire organization on a consistent basis .
The New Business Advantage
Maximize the wallet share of the customer , something for everyone mentality , selling relevant programs and products on “ their ” terms . You must get more with less .
New membership pricing structure aligned with the psychology of today ’ s new member .
We give two membership buying choices :
Looking forward to people feeling safe
18
ONE : low entry / high commitment .