The demands and expectations of members are increasing – a modern mobile experience is at the top of their list. Together ClubReady and myFitApp enable you to design a mobile app with the flexible experiences members crave and the technology and business tools you need.

From advanced professional features to @home options, discover how you can attract new prospects, retain existing members, and improve your user experience—all while creating new revenue streams.

Take an in-depth walk-through of all that myFitApp and ClubReady have to offer.

See how you can create an app with your brand design and design your own modern, mobile-first customer journey:

• Stand out with infinite customizability
• Find and drive more leads
• Communicate directly with members
• Tap member connections for referrals
• Book and buy in-app
• Get creative!

Has the role of technology changed, or just been accelerated? There’s been plenty of discussion on the increasing role of technology during the pandemic. Many brands have been applauded for their ability to quickly implement solutions that serve their customers and offer extended value.

But I’ve struggled with this narrative. Often these stories are positioned as ‘innovations’ when in reality the technology existed for a long time and the brand’s use of it was catalyzed by the pandemic. Or better yet, the brand used the technology all along but now it’s viewed as a competitive differentiator. Look at Domino’s PULSE system. They invested in that technology to improve the customer experience and streamline their supply chain back in 2001. Domino’s continued to invest in enhancing the solution as the expectations around customer experience evolved.

One term tossed around a lot is ‘omnichannel’. Fitness studios are recognizing the need to present whenever their members want, on whatever channel those members prefer. This further complicates the need to create and send highly personalized communications across all channels and target and segment dynamically according to the audience. Studios must understand how to use social, profile and website data to trigger automated communications for immediate engagement with potential as well as existing members. Businesses must design and deliver 1:1 communications in order to effectively engage potential customers.

When we look at the fitness industry we see a similar trend. Websites and email tools, reservation systems and mobile POS solutions, and SMS and mobile app channels have been around for many years. When studios were impacted by the pandemic, businesses with those tools already in place found themselves in an envied position, while others quickly implemented the systems required for improved engagement. It was also exciting to see studios identify new uses for these tools in order to manage capacity restrictions and contact tracing.

If we dive deeper into the fitness studio industry we see these same trends play out across marketing and communications. Many studios have extended the use of mobile apps, email marketing, SMS, and virtual fitness class systems. Staff can communicate with current and prospective members utilizing digital body language to ensure the context of the communications match the recipients’ state of mind. With tools like email marketing and SMS, virtual communication can be more frequent, consistent, and relevant. These same tools can also be used for communicating among staff. Studios can also ensure that all staff are clear on procedures and adjusted operations by sending push notifications through the studio’s app, as well as email and SMS.

As the return to studios continues to surge, businesses recognize the need to scale their communications in order to retain their members, as well as win new ones, in this highly competitive fitness market.  Communication management must extend beyond the four walls of the club.  Automated communication tools allow studios to send reopening email marketing campaigns to introduce members to new class procedures, and updated waivers, as well as automate things they never expected in order to target member and prospect communications. Studio mobile apps can also send push notifications with class offerings and availability and new safety measures. For those members who prefer SMS communications,  studios can enable texting from an existing business phone number, or send and receive texts on computers or mobile devices. It’s a powerful way to build member engagement, encouraging members after workouts and reconnecting with at-risk members that aren’t entering the club regularly.

Because many studios have had to scale back staffing, internal automation is essential to day-to-day operations.  Omnichannel technology streamlines operations while also developing strong member relationships and loyalty with tools like controlled freezing and unfreezing of member accounts. With the self-check-in tool available via a web browser or mobile app, studios can flex their staff where they are needed most, while also providing members safe contactless class check-in. Utilizing contract and agreement tools, studios can easily adjust, send, and accept waiver policies with updated health and safety protocols and requirements around local and state requirements as well as their studio’s updated policies.

A member-first mindset requires an expansion of the member experience to encompass everything the studio does, from hiring and leadership development to marketing, payments and billing, logistics, and IT infrastructure. Gaining this in-depth engagement knowledge about members is possible because technology is allowing clubs to collect Voice of the Member data, and bring out valuable insights from that data with speed and precision.

Hybrid fitness class models will be a competitive advantage for studios moving forward, offering the flexibility of class accessibility with live-streaming classes, or having an instructor teach a handful of people in person, while simultaneously broadcasting that workout to people logged in online.  Some studios may also want to provide access to pre-recorded classes that reside on the studio website.  Hybrid class offerings are omnichannel experiences personified.

One additional benefit of omnichannel experiences is that fitness studios are spending as much time examining experience data as they previously did with operational data. Fitness studios have been inundated with data to help them optimize operations. However, this valuable O-data (operational data) is typically fragmented, stored in various systems, and difficult to align into a narrative that informs business decision-making. The Experience Economy is now forcing studios to look beyond the O-data and also evaluate the X-data (experience data). This X-data is providing the insight behind ‘why’ things happen. Spending on experiences has grown 4X faster than spending on goods and services. As studios have evolved how they operate in the pandemic-clouded experience age, standardization is essential. Top-performing fitness studios are now utilizing reporting and analytics solutions that fully integrate their X- and O-Data, collect information across their studio, and provide best practice methodologies, controls, and tools. By combining X- and O-Data studios are seeing the impact of their improvements on key metrics like revenue, sales, profit, engagement, attrition, and much more.

It’s evident that technology has accelerated inevitable change. The challenge for studios in 2022 will be to harness that data into learnings that drive decision-making. Fitness studios will need to derive clarity through these continued times of uncertainty, expand business opportunities with hybrid fitness class offerings, scale operations with limited staff, and ever-changing procedures, and strengthen member loyalty with strong communication and member-focused payment practices.

Ready to Scale Your Business? Get a Custom Consultation

Justin Tamsett published an article in November’s Club Business International Magazine entitled, ‘Where Do You Spend Your Money in 2022?’.

Wisely, Tamsett points to the importance of investing in your staff. With over 20 million people quitting their jobs in the second half of 2021, many fitness studios find themselves in the same predicament as a number of other businesses, providing the same level of service their customers have come to expect but with fewer resources. To further complicate matters, studio employees are picking up additional work for an undetermined amount of time.

In conversations with our fitness studio customers, they identified the following things they’re asking of their employees on top of previously designated work.

• Greeting members. Coming to a studio can be intimidating. Everyone wants to feel welcome or this will be their last visit. Employees should personally show them around, and communicate available amenities.
• Keep it clean and safe. Appearances matter, but beyond that, in this era they have to be sanitized as well.  Employees should also be available to adjust a member’s equipment. Trying to figure out equipment can be frustrating, but worse, can lead to an ineffective workout or worse, injury.
• Manage leads and lead follow-up. After class, staff should evaluate their leads who are visiting for the first time and work to build connections that keep people coming back.
• Always be selling. Discuss future classes and intro offers with leads and members. You don’t miss a chance to grow your business or find out what you could do better.

The adding on of these additional, time-consuming, responsibilities is leading to more unhappy and disengaged employees, and even more resignations. Fitness studios must connect, engage, and support their employees. To solve for this, many fitness studios are implementing technology as more than just a stop-gap. Technology is now aiding in improving studio efficiencies and enabling employees. Below are five technology investments that will reinvest in your employees tenfold.

Studios can adjust booking times to allow for more time in between classes for sanitization and resetting a room, control the number of members that can register to pivot around available resources, allocate staffing resources where they’re needed most, and develop spot booking to manage the spacing in between members during a class.

Studios are now embracing a more modern check-in system. Utilizing an advanced check-in module allows studios to construct a check-in process that works for their specific club and with the resources available. With options for barcode scan, as well as self or staff check-in by app or web, studio owners and members can opt for a self-service and contactless experience.

Because many studios have had to scale back staffing, internal automation is essential to the day-to-day operations. With a strong system in place, studios can streamline operations while also developing strong member relationships and loyalty with tools like controlled freezing and unfreezing of member accounts. With the self check-in tool available via web browser or mobile app, studios can flex their staff where they are needed most, while also providing members safe contactless class check-in. Utilizing the contract and agreement tool, studios can easily adjust, send, and accept waiver policies with updated health and safety protocols and requirements around local and state requirements as well as their studio’s updated policies.

Automated communication tools allow studios to send email marketing campaigns to introduce members to new class procedures, and updated waivers. Through a powerful automation engine, studios can now automate things they never expected in order to target member and prospect communications. These systems should also connect to a studio’s SMS and mobile app tools. These solutions allow studios to send push notifications with class offerings and availability, as well as build member engagement, encourage members after workouts and reconnect with at-risk members that aren’t entering the studio regularly.

In order to help engage your key staff into this equation, make it easy for them. Your CRM should automatically display the daily tasks for contacting prospects and members right on a staff-persons home CRM dashboard. Your system will track these actions automatically for measuring key sales KPI’s.

Studio owners and employees are both feeling overwhelmed and overextended. With the right technology to help you scale resources and staff, you can build your fitness business for the future.

Ready to Grow Your Fitness Business? Schedule a Consultation with ClubReady.

Many health club and fitness studio owners believe that everyone should belong to a gym.

And of that vast pool, anyone in their area should belong to theirs. While that may be true and a noble goal, knowing who makes up your target audience is essential to building your business plan and, more important, marketing your club. Building personas of your target audience can help you attract, engage, and retain them by knowing what drives them to exercise and what they are looking for from your facility.

While not every persona will be a fit for your club—that would be simply any person who can afford your dues—here are a few personas to think about so that you can send them the messages and build an environment that will make them be a perfect fit for your club.

Steve is a young professional, is 25 to 35 years old, is not married, and is a former athlete. Looking to fill that void left from his high school and college days, Steve enjoys working and competing in groups and being pushed to his physical limits. He enjoys the journey more than the results. Being on the lower end of his career path, Steve is also looking for more bang for his buck when it comes to fitness. Social aspects are also important, as he is still expanding his circle of friends and looking for a partner.

Heather, like Steve, may have been an athlete, but she is as likely to be following the latest celebrity diet or fitness trend as she is to be worrying about improving her 5K time. She is between 23 and 35 years old and is busy building a career, although often not in the field she received her college degree in. Heather is more likely to be in a relationship than is Steve but is comfortable being single as well. While she is most likely to be found in the cardio area, at the advice of her trainer, she will venture into the free-weight area to be healthier and leaner. Group exercise classes are a draw for Heather due to the social aspect and support they provide while delivering the results she seeks.

Don’t be fooled by the name—Sam can be either a man or a woman. Sam is a hardworking professional in management in his or her mid-40s to mid-50s. He or she is married and has a family that is active in youth sports and other activities. He or she tries to squeeze in exercise when he or she can, which usually means early mornings at the gym. He or she is prone to work with a trainer to help improve the efficiency and effectiveness of his or her workout. Stress and overall health are big drivers, and he or she is also looking for the balance of mind–body exercises and meditation. Nutrition is also an issue, as stress eating and meals at the rink or in the car are normal as he or she shuttles kids to games, practices, and recitals.

Now in her mid- to late 40s, she may be a stay-at-home mom or may work in a support role at a private company or for the government. Barbara has exercised for years with mixed results. The gym is a necessary evil, and she goes because she “has to,” not because she “wants to.” She is typically one of the more vocal members, often complaining about cleanliness, crowds, and her lack of results. When at the gym, she can usually be found in a class with her friends or on a piece of cardio equipment next to a friend or talking on her cell phone, if allowed. She will try new things if she thinks they will work, but she is also quick to give up and move on—be it from a class, a trainer, or a health club.

Barry is in his 50s and has been training for 30 years. He is motivated by being bigger, leaner, and stronger now than he was in his 30s. On his second marriage and with grown kids, Barry has time to put in long workouts that may not have changed in 20 years. Barry is a business owner and uses his discretionary income and time for the finer things in life. He also is willing to spend his money on the hottest supplements that will help him stay strong and feeling young.

What personas are most common at your health club?

We all know that this year has been nothing but normal, but before we end this crazy year of 2021, we wanted to note some consistent challenges that keep popping up in studio owners’ paths. The ClubReady team has been working hard at conferences and wanted to supply you with a few trends to watch out for while completing your 2021 year.

As social media continues to grow, it is important that you create interactive content for your followers. Your followers don’t want to see a stagnant social media channel, they want to see your gym members accomplishing their goals and getting pushed to do their best. Social media is your chance to move your brand from digital to physical. Show your followers how you support your members through videos, interviews, & photos. Determine what you want to achieve and outline a  plan to achieve it. Stay focused.

You never know what is coming your way, so be ready to do whatever it takes to keep moving forward. Keep yourself in the know to feel confident that you can handle anything. Use technology to automate what you can to free time to tackle the fires that happen everyday. Use data analytics like iKizmet to better know and predict activity so you aren’t surprised by your data.

People aren’t interested in what you do. They’re interested in why you do it. Take time every morning to remind yourself about your why. Ask yourself “Why am I here?” “What are my goals for myself to stay focused without being boring?” If you have your why, focus on how you can stick out from the rest. People are interested in trying new things, not the mundane. Think about how you can add value to your studio and your members.

Overall, take the time to create interactive content, be ready for anything, and understand your why. You’re not on your own with all of this. You can speak to the ClubReady team to start this leap. They will guide you with how the ClubReady products will help you finish 2021 strong.

In Part 3, we’re looking at Class Capacity and Class Utilization. A great class schedule is a key to ensuring your clients stay engaged with your classes and your brand!

Your class schedule is an important component to your business and ensuring that your clients can attend your classes is key. Creating a profitable and engaging class schedule takes forethought, effort, and some knowledge of what works for your clients. There are a few things to consider when building a profitable (or as profitable as possible) class schedule during COVID:

• Increased staff time used for cleaning;
• Increased staff time used for check-in and set-up;
• Increased costs for cleaning products and safety protocols; and
• The costs of paying your teachers are the same.

Depending on your region, you may still be subject to studio closure mandates or to regulation on the capacity of your classes due to COVID. While you want your clients to be safe and healthy, it is still difficult to plan a class schedule that is profitable when you’re only able to have 10% of your capacity in your studio. Let’s face it, you’re likely running at a lower capacity than you were pre-COVID and your hourly staff costs and overhead expenses may be the same. Some studios have opted to continue to offer virtual and/or outdoor classes while they wait for a higher capacity. Others are ready to have their clients back inside their studio and will opt to have lower capacity in the meantime.

There is no “right” answer, however you will want to take into consideration how long you can run at a reduced capacity. We don’t know when things will return to normal, so preserving cash might be in your studio’s best interest. Whatever you decide for your business, make sure it is a thoughtful and data-driven decision. Use your iKizmet data to help guide you!

What is class utilization? We define Class Utilization simply as the percentage of spots filled for any given class slot. For example, a class that has a capacity of 20 clients with 15 clients who attend has a utilization rate of 75%. The higher the utilization rate, the more successful your class is viewed. However even with a reduced capacity, you can still ensure that your utilization percentage is high.

Don’t have iKizmet? To get this number manually, you’ll need to pull Attendance reports from your CRM. To get your utilization rate, you’ll need to divide the spots filled for each class by the total available spots for that class. Yes, this can be time-consuming.  However once done, you’ll have a good idea as to which classes and class time slots are popular.

iKizmet’s Utilization Heat Map is the way to visualize your class schedule, celebrate high performing classes, and easily see problematic class slots. iKizmet clients can get a breakdown of the Class Utilization page in this help article. Here, you can see an overview of your entire week of classes, making it easy to see the percentage of attendance across the board.

Let’s face it, the world has changed quite a bit in the past six months. Your business has too. When building your class schedule, there are some constants that still work, such as:

• Using data to help you decide how to stagger your classes and ensure they are as profitable as possible (or as close to profitable as possible).
• Using client feedback -surveys, email questionnaires, social media polls (e.g. Instagram polls), etc.
• Trial and error -while making sure you are keeping a close eye on your results!

What was your utilization rate in the months before COVID? Go through your iKizmet data and see where you stood prior to COVID. This data might provide you with a reasonable framework for which classes and times were popular. However, it’s important to keep in mind that your client’s schedules may have changed due to working from home (WFH) and distance learning.

Will increasing class times (at reduced capacity) be profitable? If you want to offer more classes so that you can offer time to all your clients, you might need to take a step back. Increasing classes to make up for the slots you are missing due to reduced capacity may not be profitable! Does your staff cost justify offering certain class times & days? You may have to pay the same overhead rates and increased staff costs for cleaning. You’ll need to find a healthy balance of offering enough classes safely and efficiently to ensure that your business’ health.

After all, you want to preserve cash and keep your business running lean and mean so you can get through this tough season and continue to offer your clients fitness classes that boost their health and wellness. Your ability to survive through these hard times depends on smart decision-making and back those decisions with the data from your business.