This means embedding data and analytics in the decision-making process, and adjusting pricing and promotion according to those emerging data sets. One obvious example is that the virtual workout options you had designated before the shutdown have changed in valuation since the pandemic began. So have communication channels, on-site management needs (in terms of sanitation and controlling member behavior), and design of workout spaces. These have all taken on an added importance—but only the hard numbers can tell you how to restructure these tasks and how much to invest in them.
As the McKinsey report says: “In the same way that many risk and financial models had to be rebuilt after the 2008 financial crisis, the use of data and analytics will need to be recalibrated to reflect the post-COVID-19 reality.”
This could mean discovering which instructor or interactive streaming service delivers more member response. Or to determine if your club is adequately answering safety concerns for members, making sure you’re doing the right things with your maintenance and messaging protocols.
Knowing the numbers saves on costs, finds revenue streams that work, and reduces your own anxiety and guesswork in finding your way through this unprecedented situation. You just have to make sure you have the right tools for the job.
The Digital Tools You Need to Keep Your Members Happy and Healthy
One of those business leaders who has dedicated their efforts in unifying and reviving the health club industry is Club Automation. As the country continues its patchwork resurgence, the company has produced numerous webinars and other resources to help guide clubs and suppliers through the crisis, including: Re-Opening Playbook: Standards to Ensure a Safe Recovery and Connection without Contact Solutions.
As you would expect from one of the industry’s top software companies, Club Automation’s recovery resources are data-driven but presented in practical terms that provide actionable steps for club owners hoping to find their way back to profitability.
Jeff VanDixhorn, founder and Chief Revenue Officer for Club Automation, explains that these webinars and guides to getting back to business were an intensive process that compiled the insights of some of the top minds in the industry.
“We realize that reopening is overwhelming,” he says. “So, to help our community, we brought together a group of people from across our industry, alongside medical experts, to create a Re-Opening Playbook, with best practices and ongoing learnings to help facilities operate safely in the new normal.”