The speed at which your facility leans into the omnifitness revolution will determine how quickly you get ahead in 2023.
With the January surge just around the corner, clubs will be anticipating the influx of new members the New Year brings and seeking effective strategies to combat churn. So how are facilities best positioned to make 2023 the year they nail retention and turbocharge growth?
It starts with listening to what the modern member is telling us; they need flexibility. The pandemic showed members that workouts can be completed at home, and it’s an option they want to keep on the table. With the modern work model based upon a hybrid approach for jobs that support it, it’s no surprise it’s also the future for fitness.
We’re entering the age of omnifitness, a solution that meets the need for fitness experiences everywhere, at any time on any device. A grueling pandemic allowed members time to reflect on the importance of mental health and whether they’re on vacation, working out off-peak or simply want to avoid commuting to the gym. Accommodating their needs lets them know you’re invested in their fitness journey for the long haul.
It’s a misconception that servicing your members with at-home options is a fast track to losing their custom. In truth, nothing replaces the thrill of in-person. It’s the pinnacle fitness experience where members come together to thrive on the shared connections that thrilling group workouts provide.
Providing an omnifitness offering doesn’t need to detract from what you do well already. It’s much more than just a white-labeled digital platform offering a blend of virtual, digital and live classes.
With excellent execution, digital can support your members’ lifestyle needs and provide an important pipeline leading back to your live classes. For members who are new to fitness, making the leap from their home to the pulsating experience of the studio can sometimes be an intimidating prospect. By offering a digital solution that allows them to become familiar with your in-club classes, they’re slowly building the confidence that will enable them to enter the studio workout-ready.
And it’s not just digital that’s helping members stay at your club. A great virtual set-up — with cinematic-quality workouts set to pumping live music — allows your studio to run classes off-peak or at times when instructors are not available. They’re a stepping stone for members ready to try the studio but not yet ready for live workouts.
All the signs point to a fitness future that leads with flexibility. The speed at which your facility leans into the omnifitness revolution will determine how quickly you get ahead in 2023.
