During a crisis—be it a pandemic or social—it can be hard to know the best way to protect your fitness brand. Health clubs, first and foremost, want to keep their members and staff safe, but they also need to find a way to keep their business operational.
This balancing act can tempt many club owners to do nothing and hope for the best. However, like Diva Richards, founder of the Hard Work No Excuses brand and the motivational "Do Work Method" program, says, "Silence is a bad move."
Richards is one of the Northeast region's most sought after health and fitness experts, with over 15 years of experience in the industry, owner of Hard Work No Excuses fitness facility in Marlton, NJ, CEO of Hard Work No Excuses fitness apparel and the founder of the "Do Work Method" Life Coaching program. She recently spent some time with IHRSA's Education Manager, Christine Ulatoski, and Advocacy Content Manager, Kaitlynn Anderson Fernandez, to share tips and lessons she's learned while building her brand.
Funnily enough, Richards actually says she hates the word brand and wants to go a step further urging health clubs to make sure their mission statement is clear.
Check out the video above, or keep reading for Richards' answers to five crucial branding questions:
- 0:30 - How can gyms develop their brands?
- 2:34 - How do you protect your brand and keep members loyal?
- 3:45 - How can gyms protect their brand and take a stand on an issue?
- 4:57 - How do you communicate to your members that your gym is safe?
- 7:04 - How do relationships with your lawmakers protect your brand?