5 Questions with Success Coach Asa Ivers: COVID Challenges, Opportunities and Advice
Success Coach Asa Ivers joined Fitness Revolution in 2017 and has helped countless independent gym owners reach their goals. Asa graduated magna cum laude from Touro University in California with a business degree and a minor in marketing. She started in fitness as a trainer 15 years ago, then created and ran a successful gym. Asa loves applying her business knowledge and fitness passion to help gym owners succeed. We recently talked about coaching gym owners through this challenging time.
Q: What’s the No. 1 challenge that gym owners are facing right now?
A: We’ve been able to coach everybody over to virtual offers and keep their revenue streams. But limiting beliefs are the biggest challenge. I’ve had a lot of clients who felt, when this all started, that they couldn’t do a virtual option, for instance – and we help immediately with that. We know the best methods to implement and how to roll your clients. But then there’s the limiting belief that, “I’m not providing the same level of service, so I shouldn’t charge the same amount.” But in reality, most clients understand their hands are tied, so it’s the gym owner’s own self-limiting beliefs that can cause them to shoot themselves in the foot when it comes to maintaining that consistent revenue stream.
Q: How do you coach them out of that?
A: Basically by asking them a series of questions to help them realize that it’s their own self-doubt that they are basing this on, and not what their clients are actually thinking. When they come to that realization on their own, then we move forward, full-speed ahead with maintaining the same revenue stream, the same cost for their services, and rolling their clients over into a virtual option. I also have them consider the flip side: If you discount your services now, then what happens when Covid is over? Well, then you’d have to raise prices on them – and they’d have an issue. More often than not, the gym owners are very happy that they did not discount their service.
Q: What’s the top opportunity available now?
A: A lot of times, the logistical pieces are so difficult for people to draw out. How do I go virtual? How do I provide this particular service? Do I provide the same programming? All the questions that come along with it can be overwhelming to businesses that don’t have the support system like we provide at Fitness Revolution. We’re able to help right away. We stay aware of what’s happening among the different states, and I coach individual businesses – there’s no plug-and-play, “one size fits all” template.
Q: What’s your advice about freezes, suspensions, and cancellations?
A: You need a policy in place outlining what constitutes a freeze, what the parameters are … Is there a financial situation, a job loss due to Covid? A freeze policy isn’t open ended. It outlines the circumstances in writing. Speaking of policies, you need to have a plan in case an employee or member tests positive or was potentially exposed. I help gym owners draft an email that says everything they’re doing, following or exceeding state mandates, etc. You want to have it ready if that situation unfolds – and be ready to roll clients back into virtual if that’s needed.
Q: This is a smart time to stop all my marketing, right?
A: No, absolutely not. Do not stop your marketing. A lot of people have been thinking, “I’ll just pause marketing because I’m going to focus on servicing the clients that I have.” No, don’t stop. There’s a lot of businesses that are stopping to save some money. Maintain your virtual options and market to it. Make sure you clients, prospects and community stay informed about what you’re doing.
Asa is just one of our awesome Success Coaches here to help get you where you want to go. Set up a free call now with one of them to learn what we can do for you right from the jump.