The Indelible Impact of COVID-19 on the Fitness Industry and Lessons Learned

I. The Profound Impact of COVID-19 on the Fitness Industry

COVID - 19 has undeniably left a lasting and indelible mark on the fitness industry. Business proprietors, gym staff, and fitness enthusiasts were thrown into a state of disarray, confusion, and uncertainty due to the constantly evolving COVID - 19 rules and regulations.

Gyms were compelled to close their operations without any clear indication of when, or even if, they would be able to reopen. While some gyms, such as mine, managed to persevere through a combination of flexible business strategies, numerous sleepless nights, and a touch of good fortune, others were not as fortunate.

A. Statistical Ramifications in the U.S. Health and Fitness Industry

The following four statistics illustrate the severe impact of COVID - 19 on the U.S. health and fitness industry in the past year:

1. Industry revenue witnessed a significant decline of 58%.

2. A substantial 17% of fitness facilities had to shut down permanently.

3. Eight major fitness corporations filed for bankruptcy.

4. Over one million industry employees lost their livelihoods.

Beyond the colossal financial losses, it is crucial to consider the far - reaching implications for people's health. Although the health benefits are difficult to quantify precisely, clients will experience these effects for an extended period. One can't help but empathize with those affected.

II. Lessons Learned to Navigate and Thrive

My gym, Results Performance Training, has remained operational, largely because COVID - 19 compelled me to learn some arduous personal and business lessons. Paradoxically, in some ways, it salvaged my business. Here are four lessons that have enhanced the performance of my business, and if you're still in the fitness business, it is hoped that you can apply these insights to not only survive but thrive in the future.

A. Pivot and Concentrate on Viable Options

Given the uncertainty of the job market and the widespread COVID - 19 - related apprehensions, we strategically focused on semi - private and virtual offerings.

1. Results Performance Training increased its emphasis on semi - private/small - group training to accommodate individuals who were uncomfortable in large groups. By doing so, we tailored our services to meet the safety concerns of our clients.

2. Our gym reallocated resources to develop higher - priced semi - private training services, rather than solely relying on large - group sessions. This shift in focus not only addressed client preferences but also enhanced the revenue potential.

3. We introduced additional options for one - on - one and semi - private (3 - 5 people per group) training. This trifecta of options enabled us to keep the gym operational while alleviating COVID - 19 - related fears.

4. Maintaining group sizes between three and five people allowed us to provide personalized service without incurring the high costs associated with one - on - one training.

5. Reducing group size also enabled us to offer a service that commanded a higher price than large - group training, with fewer sessions and less staff required. This optimization of resources improved the efficiency and profitability of our operations.

6. Semi - private and private groups were more manageable for our coaches compared to conducting numerous large - group sessions daily. This enhanced the quality of coaching and reduced the workload on our staff.

7. The semi - private/small - group training model also offered higher - cost options similar to one - on - one training. Additionally, one - on - one training served as a valuable marketing tool, making it easier to sell group training to those who couldn't afford long - term personal training.

B. Enhance Your Mindset

In the thick of challenging circumstances, it's easy to become preoccupied with trivial matters. Prior to COVID - 19, I often complained about being overly busy, only to have my operations brought to a halt by the pandemic. Now, I have a newfound perspective and will never again take busyness for granted. When Results Performance Training first shut down, it provided an opportunity to re - evaluate priorities and practice gratitude.

During the COVID - 19 period, I became more attuned to my negative thoughts and honed my ability to quickly counteract them and transform them into positive ones. Cultivating a mindset focused on gratitude and the positive, while disregarding the negative, is essential for the day - to - day management of your business.

C. Leverage Your Strengths

Some fitness business coaches advocate for completely detaching yourself from the training floor. However, it's important to recognize that being a trainer and owning a training business are distinct roles. Completely disengaging from one aspect to focus solely on the other may not capitalize on your strengths.

I believe that to be a comprehensive business owner, you need to have a thorough understanding of both sides of your business. I relish being back on the training floor as it allows me to stay connected with my members, discerning their desires and requirements. Failing to meet member expectations will inevitably lead to business failure.

If you both own and operate within your business, you must strike a balance. You may need to allocate resources to other team members to compensate for your reduced time spent on the business - side of the gym. I analyzed my team to identify individuals who could complement my weaknesses, enabling me to concentrate on my strengths.

Rebuilding my team during COVID - 19 presented an opportunity to rectify past mistakes. As a leader, any missteps are not easily forgotten by employees and members. Just as in sports when a coach is replaced, the team often undergoes significant changes. Previously, I had an over - staffing issue in certain positions, which strained my payroll. By streamlining the number of employees and aligning their roles with their strengths, the business became more efficient, and the work environment improved, thereby enhancing our overall culture.

D. Foster and Improve the Culture

COVID - 19 provided an opportunity to identify those who wholeheartedly embraced my training philosophy. I was astounded by the lengths some people went to, whether by paying more or investing further in our business to ensure its survival.

The culture of our studio became even more significant as the clients who remained loyal during COVID - 19 are our ideal clientele. When your staff and members are united in a common direction, the culture of your gym flourishes.

While it may be challenging to articulate this culture precisely, its impact is palpable. Cultivating and strengthening your culture is crucial as it clarifies who you serve and who you don't, which in turn benefits sales, member retention, and your bottom line.

In conclusion, COVID - 19 thrust me into a situation where improvement was not an option but a necessity to safeguard my employees' jobs and my business. These four lessons have fortified my business, and I hope they can do the same for yours.