LONDON, United Kingdom — Mindbody, a number one reserving platform for wellness companies around the globe, has printed its annual UK Wellness Index Survey, giving new insights into shopper behaviour within the age of COVID-19.
The survey, which requested 1,500 Brits about their health routines, identifies how shopper values and attitudes to health have modified markedly prior to now twelve months. And, explores what which means for gyms and studios around the globe as they put together to reopen their doorways following nationwide lockdowns.
Based mostly on the excellent analysis, Mindbody has compiled 5 key areas health club and studio homeowners ought to contemplate, so as to thrive on this new panorama — from demonstrating security measures to shaking up your class schedule.
Proactively display your studio’s security measures
The most typical cause for shoppers selecting to not work out at a health club or studio are worries about cleanliness or security associated to COVID-19. In response to the UK Wellness Index Survey 2021, 28% of shoppers who didn’t attend in-person classes when restrictions have been eased final autumn cited this as the explanation they have been staying away.
Mindbody recommends assuaging these considerations by making cleanliness and security procedures extremely seen to all shoppers. Select software program that enables shoppers to ebook, pay, and check-in remotely, to minimise queues in your reception space. And be certain that your system is about up to have the ability to simply management class capacities to adapt to any altering nationwide tips.
Posting a brief social media video exhibiting a walk-through of your COVID-compliant premises may also assist give shoppers the boldness to step again into your studio and is a good way to get your neighborhood enthusiastic about your doorways reopening once more.
Take into consideration a schedule shake-up
Your previous schedule might have a revamp to adapt to adjustments in shopper behaviour.
Shorter exercises have gained in reputation, with a 3rd of Brits now saying they’re selecting to work out for half an hour or much less, and 64% choosing classes of 45 minutes or much less. Mindbody says these ‘snackable’ exercises are giving individuals an opportunity to get a exercise in when they may not have in any other case. And, shorter classes are proving efficient and handy when juggling competing priorities, so don’t anticipate to see them disappear wherever any time quickly.
Rethink your advertising and marketing messaging
In response to Mindbody, 82% of Brits state that wellness is extra essential to them now, greater than ever. Whereas 38% of individuals mentioned they’re now extra targeted on wellness as a result of they wish to shed weight they gained throughout the pandemic, that quantity is dwarfed by the 61% who mentioned that COVID-19 has made them realise that they must be more healthy to resist sickness.
With this in thoughts, Mindbody suggests whether or not your advertising and marketing messaging would profit from a larger give attention to the holistic well being advantages that buyers are actually searching for. This, it argues, might assist gyms and health studios attain an entire new shopper base.
It additionally recommends reviewing the visible imagery that you’re utilizing in your advertising and marketing supplies.
In response to Mindbody’s analysis, nearly half (47%) of shoppers who mentioned they discover gyms too intimidating, revealed they might really feel much less intimidated if they may see extra individuals like themselves within the health club/studio atmosphere and promotional supplies.
Get the precise retention instruments in place
A few of your shoppers’ habits could have modified considerably over a number of lockdowns, because of working from dwelling and larger entry to digital lessons. The truth is, 21% of shoppers say they’ve began figuring out at a distinct studio because the pandemic started. This may increasingly imply you should work more durable to get your previous shoppers again within the studio, says Mindbody.
It suggests strengthening your private connection together with your shopper base by way of communication and content material advertising and marketing. For instance, ship a ‘Welcome Again’ e-mail to your total shopper listing — together with any new, digital shoppers you’ve acquired. And you’ll want to embrace essential info equivalent to your reopening date, any schedule adjustments or welcome-back promotions and another pertinent particulars like required pre-booking, or revamped check-in processes.
Moreover, Mindbody advises choosing software program that lets you monitor your studio’s shopper retention price and arrange automated campaigns to win them again while you haven’t seen them for a specified time period.
Plan for hybrid being right here to remain
Digital wellness isn’t going away, argues Mindbody.
Its analysis reveals that throughout the time UK gyms have been open in autumn 2020, 47% of shoppers nonetheless opted for hybrid health, with solely 11% taking all their exercises on the health club.
With that in thoughts, it’s essential to recognise that the pandemic shouldn’t be the one cause that some shoppers desire digital content material. Frequent causes given for not eager to train in-studio embrace discovering memberships too costly (24%), feeling intimidated (16%), not having sufficient time (12%), and having a incapacity that makes it troublesome to attend in individual (5%). Nonetheless, digital content material may also help health club and studio homeowners to achieve all of those potential shoppers, lengthy after the pandemic is over.
“Whether or not you’ve gotten one location or tons of, digital — and the chance it presents — is right here to remain.” Phil Coxon, MD of Mindbody EMEA advised Welltodo.
“By embracing on-line choices, you may assist future proof and broaden your online business, even amid a pandemic.”
The truth is, Mindbody argues that this new digital period presents a possibility to retain shoppers by selling video content material in e-mail communications. With Mindbody’s Advertising and marketing Suite, for instance, it’s easy to incorporate movies instantly into e-mail campaigns.
Consumer retention will be elevated by giving members entry to digital providers they love and that assist them keep on prime of their health targets.
Plus, video content material additionally boosts e-mail efficiency. On common, including movies in model emails can improve open price by 16% and click-through-rate by 65%. It’s all about getting the phrase out and being inventive with it.
Whereas the present panorama makes it difficult to remain related with shoppers, the following pointers may also help gyms and studios keep top-of-mind and preserve shoppers engaged. From digital lessons to switching up the varieties of in-person lessons you provide, don’t underestimate what a bit of additional effort and the precise software program can do to maintain your shoppers motivated and engaged.