As the COVID-19 crisis continues, health club operators across the U.S. are seeking answers surrounding how to successfully navigate through the next few months.
In episode #06 of the Club Solutions Magazine podcast — sponsored by Theragun — host Rachel Zabonick-Chonko spoke with Frank Lawrence, the CEO of The Athletic Clubs in Central Arkansas, on financial tips, what cleaning and sanitizing will look like post-crisis, marketing tips and more.
Sponsored by Theragun:
SHOW NOTES:
- The Athletic Clubs closed March 20th, but in Arkansas gyms are still allowed to offer some in-person services, such as personal training and tennis lessons, for example. They are billing members, but are giving them a credit for the time they’re closed that will be spread out throughout the rest of the year.
- Like most clubs, The Athletic Clubs is utilizing YouTube and Facebook Live to serve members virtually. Lawrence believes these are offerings they’ll be able to keep in their lineup even after the crisis is over.
- Lawrence applied for the Payroll Protection Program (PPP) and it has been approved. “We’re pleased with that [because] we’re going to be able to take care of our people through that process,” he said.
- Lawrence is setting up a separate banking account to put PPP funds into. “We want to create a great audit trail,” he said. “We are creating a separate account, and the only deposit being made into that account will be the loan funds. And then the expenses coming out of that will just be for payroll, utilities, rent, etc. so we have a good audit trail.”
- Lawrence advised operators to go through every line item of expense — make sure not a single dollar is going to waste. “We’re looking at every dollar trying to reserve cash when we’re really down like this,” said Lawrence.
- The Athletic Clubs is using this time to work on projects that will benefit the business upon re-opening, and staff are calling members to maintain connections.
- “You have to make sure your members and staff are comfortable coming back into your club environment,” said Lawrence. As a result, cleaning and sanitizing processes need to be worked on now. Prior to COVID-19, The Athletic Clubs didn’t have a day-time cleaning crew, but will be adding that moving forward.
- Until there’s a vaccine, Lawrence believes social distancing guidelines will remain in some form for some time — possibly for six to 10 months or more.
- Lawrence is looking now to find thermometers they can use to check staff members’ temperatures upon reopening. “We are screening people now when they come to the club — staff and members,” he said.
- Lawrence shares his thoughts on the long-term economic consequences relating to the pandemic.
- “We all have to be marketing and communicating our cleanliness processes,” said Lawrence. “Perception is reality with this.”
- Look to other industries for inspiration. Lawrence said he’ll be keeping an eye on what Disney does and how the hotel and restaurant industries respond.
This episode of the Club Solutions Magazine podcast is sponsored by Theragun:
Theragun is a leading health and wellness company rooted in science and technology, helping people feel their best every day, naturally. As the leader in percussive therapy, Theragun is committed to supporting health clubs and their members during this time at home. By offering at-home “how-to” videos, giveaways and retail partnerships, Theragun can help you connect with your members on a more thoughtful level, while enabling you to bring in revenue. Theragun is also helping our community by donating 300+ devices and thousands of masks to support hospitals around the world.
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