Planning Past the Pandemic
Landon Burningham, the founder, president and CEO of Physiq Fitness, shares the keys to success of planning past the pandemic.
As we move further past the worst stages of the pandemic, we can finally start planning for the future and have hope those plans will not be abruptly interrupted. As we plan for the next six or even 12 months, I believe these things will be the keys to success:
Customer Service Versus Experience
Businesses often tout they have the best “customer service” as a way to promote their business. Personally, I look at customer service as a way to rectify a customer’s problem and think customer service is only needed when the customer experience lacks. Instead, try to focus on experience and things that can increase customer engagement not only with your product but your team and other members.
Gyms have always fought to show their communities they are an essential part of their health. Now more than ever we must continue to do this. However, most operators focus solely on their members and prospective members. It’s important to do this, but it’s just as important to focus on the community at large. This, in turn, will build trust and awareness to your brand with people who otherwise wouldn’t consider a health club as an option. Try offering free community workouts at a local park, or participate in a farmers market or health fair. The key is to get your community engaged with your people and then let the magic happen.
I like to say it’s important to provide an environment that limits staff stress and increases the love and trust. Oftentimes in sports and business, leaders focus on having the best players but realize it’s not about having the best players on your team. Rather, it’s having the best team that matters. It means you trust and value each other. Do this by providing your team with the proper tools and coaching to ensure they are able to feel unique, important, successful and valued.
At the end of the day, we must plan ahead and think outside the box. This will ensure your staff, your members and your communities all benefit from your business.