The COVID pandemic has had a substantial impact especially on classic fitness clubs. To make the re-start as successful as possible healthcare offerings hold great potential.
We talked to Thomas Lampart, managing director of HUR Germany, about the effects of the pandemic on the fitness sector and the possibilities for clubs to re-position themselves as healthcare providers.
FIBO: How can the reset for fitness clubs prove successful?
Thomas Lampart: The focus on health-related services holds great potential for the industry. Due to COVID there is rising awareness among the population. It is sufficiently well known that sports help to stay healthy and improve the immune system. This is why clubs should definitely offer exercise sessions designed to strengthen the immune system. This, however, goes hand in hand with competent consulting, needless to say. Either the trainer is suitably skilled or the club enters into a cooperation with a physiotherapist, for example.
Another issue is rising body weight caused by lack of exercise and above all an unhealthy diet.
Lampart: Here, too, good potential services are emerging that all clubs should focus on. It is always key here to not only offer matching training sessions to increase muscle mass and ideally also accompanying nutrition advice but also measuring, analysis and testing options.
How can I best reach out to my members with these services?
Lampart: Organise lectures on these topics. Physiotherapists and/or physicians are always considered prestigious speakers. Advertise these talks not only among your members but also in regional newspapers and on social media. Present your solutions as a health training provider within its own context; ideally this should be linked with a starter offer. Please do not offer bargain prices but instead look to flexible short-notice cancellation options.
How do I stop newly recruited members using these termination options?
Lampart: Look after both the members recruited this way and the existing members taking part in such programmes giving them special attention. Hold a consultation meeting at least once a month and analyse the progress made. First and foremost: measure and test. Adapt your training plan time and again. And ask for an appropriate flat-rate consultation fee for this intense time. If possible, also offer special medical training equipment for this health training. Ideally, a separate area would be dedicated to health training only. This allows you to permanently justify different membership fees.