Gyms: Leap into the digital age

After months of lockdown, health and fitness facilities have now reopened in most of Germany. Members and operators can finally look forward to the start of a new season. However, as a result of the Corona crisis, a change was also initiated in this sector. Gyms are now increasingly focusing on digital expansion. The measures relating to digital presence, which were previously only necessary, have now established themselves as a kind of standard. Digital services have become part of the general range of services offered by many gyms, which customers can now expect as standard. In addition, the digitization of certain processes not only serves to provide optimal member support, but also to effectively design internal work processes. Digitalization is essential to keep up with the times. We will show you which areas of the fitness industry benefit the most from digital transformation and how it is being implemented in practice.

Digital communication

Social networks such as Facebook, Instagram & Co. have become an integral part of today's world. So why not use them to communicate with customers as well? A digital presence on social media is required by many, in particular by the younger target group. In addition to searching on Google, people also search for information, offers, etc. on Instagram or Facebook. The (potential) members are therefore already searching on social media, which means that the opportunity to address them directly is obvious. Communication via social media has the advantage that it is aimed directly at the target group. This in turn has the option to send a direct message without having to search for an e-mail address or telephone number first.

In addition, contact with the customer is actively maintained through daily postings. This has proven effective not only during the lockdown. Sharing via social networks is perfect for being able to communicate with members in real time when this is not possible in person. The digital presence is also used to share relevant information, such as new training equipment, opening times, special offers or discount campaigns. This is also part of successful communication with customers and members.

Personal communication with customers, for example when they comment on an article, also serves as a means of direct communication. In this case, a personal conversation is replaced by the comment or message function. It is therefore all the more important to actively respond to inquiries, comments, etc. In the long term, this serves to retain customers and acquire new ones.

The virtual training

This is also an innovation that has become established in the everyday life of gyms, especially in recent months. Live streaming courses and virtual training sessions are more popular than ever. These take place in real time or on demand and enable members to participate in training even from home. The trend and popularity can be attributed, among other things, to the corona pandemic. The opportunity to train outside the studio goes hand in hand with the demand for protective measures regarding the pandemic. Many members are always concerned about getting infected with the virus and therefore avoid facilities such as gyms. On the part of studios as well as on the part of members, virtual training sessions are such an ideal solution.

In order to further expand the range of virtual units, they can also be made available on demand. Many studios already have a media library in which training sessions, courses, etc. are recorded and saved. Short videos, which, for example, show the functions of a specific exercise device, are also being used more and more often. This ensures flawless support for members not only on site, but also digitally.

With regard to implementation in practice, the quality of the video should primarily be considered. High-quality appearance (resolution, light, etc.) of the videos is crucial. The trainer and training equipment must be easy to recognize. Appropriate music and a personal speech from the members underline the training video. Many studios are already using a hybrid concept that combines online and offline training. Members see this as a clear added value even after the lockdown.

customer needs

Customer needs are recorded not only because of simplified communication via social networks. Smart equipment such as member apps also makes it possible to address members individually. Some gyms are already using apps that track personal progress. Members have the option to individually enter their current training plan, activity in the studio, exercises carried out, etc. If necessary and as desired, the trainer can thus monitor and support development. This ensures the best possible support, which strengthens customer loyalty and satisfaction in the long term. With regard to practical implementation, it is crucial that gym members also have the opportunity to use the digital offering. Fitness apps, for example, often require a continuous connection to the Internet. The user's mobile data is often insufficient, which is why many studios already provide WiFi access for members. Socialwave offers an ideal solution here, which combines free WiFi with automated marketing. that Marketing package from Socialwave offers a wide range of different marketing tools, which can be individually adapted to any fitness studio. Not only do members benefit from the free WiFi, but also the studio itself through automated marketing.

Digital customer service

Many processes in the area of customer service have been restructured as a result of the transformation of digitalization. Not only the member apps already mentioned, but also simple everyday things in the gym, such as making appointments, course bookings, etc. will mainly take place digitally in the future. So-called chatbots are also already being used, which, in addition to the employees themselves, are available for questions and problems from members. It answers within seconds and is available around the clock. This not only relieves the team in the studio, but also reduces waiting times for feedback. If the chatbot does not find a suitable solution, an employee is called in. He can get in touch via live chat and thus simply join the conversation. Conversations via Zoom, Google Meet or other platforms are also possible.

Last but not least, good service is also reflected in positive online reviews on Google & Co. These shared experiences are becoming increasingly important when looking for a new gym and are usually more than just tipping the scales when it comes to making a decision. Here, too, Socialwave offers an automated marketing strategy that generates positive online reviews in the blink of an eye. You can find more information about this here.

conclusion

The digitization of the fitness and health sector has accelerated significantly against the backdrop of the corona pandemic. However, even in this way, nothing would have led to change in the long term. The age now requires a certain presence on social media and on the Internet in general in order to be successful as a company in the long term. Digitalization in the fitness industry offers great opportunities for many gyms. The effort involved in restructuring digital processes usually seems very high - but will pay off in the long term. Not all digitization measures have to be implemented immediately, it is just important not to lose sight of them! Step by step, more and more digitized processes can be established. With our WLAN marketing package, your customers/patients/guests advertise for you, are happy and recommend you to others.