No one wants to think about having to close your gym again. And we don’t want to be alarmists here.
But the sad truth is, it might come to that point. We’ve already seen at least two states – California and Arizona – order gyms closed again after a surge of coronavirus cases. With numbers also rising elsewhere, and with the wild ride we’ve all been on already, we believe it’s best to be prepared – or, at least, not caught by surprise.
So, let’s talk about how to get ready in case it happens in your state, too.
First: Don’t Think We’re in the Clear Yet
Having the right mindset might be the most important thing right now. That means acknowledging that you might have to close your gym again – and then developing a plan to have on hand just in case.
Hopefully, you won’t need it. And you can always change it. But the gravest mistake would be to forget about it and think it’s all in the past.
What To Consider Now
The good news is, we’ve been through this before, so we know more about what to expect. That doesn’t mean you can just automatically repeat what you did before and assume everything will be OK.
Here are some things to be thinking about.
- Keep Marketing. No matter what. Your clients and prospects need to know if you’re still open, what your hours are, how to register for online training, etc. It’s up to you to keep telling them – and there’s nothing unethical or troubling about promoting your services. Remember that people need you now more than ever.
- Keep Your Virtual Options. You might have maintained online training throughout the crisis, even if you were already allowed to reopen. (And we know many of you have NOT been allowed to reopen yet.) If you discontinued your virtual offerings, then get them fired back up immediately. Don’t wait for the bad news to come. You want to be ready to continue operations smoothly, without having to start anything over again during crunch time.
- Remember Your Sales Calls. Whether you’re fully open, online only, or offering hybrid solutions, you still have to make your sales calls to bring people into the business as members. It’s a fantasy to think we can rely on our online sales copy to close the deal.
- What You Know Already. You know from before how to maneuver in a challenging situation. So, apply that hard-won wisdom now before your hand is forced. You know what your income and expenses look like ideally and what they need to be under duress. You know how to manage your time and your team. You know how to consult with your landlord, tax adviser, and accountant.
- Some New Advantages. The market is thinner now, since some gyms have had to close. You should be using that to your advantage anyway – and recognize the bigger opportunity for you now to bring gym-less folks into your fold. Outdoor training might be an option for some of your members now, so consider the possibilities. What other circumstances are different now that you can shape into opportunities?
- Rely on the Basics. Keep the health and safety of your team and clients at the top of your priorities – and make sure everyone knows it. A clean gym will continue to be a powerful selling point. Focus on delivering the best experience possible; survival will come through customer service. Manage your expenses.
Again, we don’t want to alarm you here. But make no mistake: You need to stay aware of what’s happening in your state and industry so you can always be prepared. This is an ongoing challenge – and we are here to help with countless resources to get you through it. Set up a free call now with one of our Success Coaches to get your mindset right and your plan down on paper.