How to use fitness videos to increase class numbers in gyms post Covid 19.

Is it possible to use fitness videos to increase class numbers in gyms once lockdown is relaxed after COVID-19?

 

In this post, I’m going to share with you how fitness videos can be used to increase class numbers post COVID-19.

When gyms and health facilities are finally allowed to open their doors again after the COVID-19 pandemic, it’s going to take some time before things return to normal. While digital fitness has boomed online over the last 30 days, it can’t replace the energy and social experience of live classes.

 

Participants can’t wait to socialize again in their communities and instructors are itching to teach and see their members again.

 

Social distancing rules will have to be relaxed and adapted to allow gyms to offer group fitness experiences initially. This will mean that class numbers will have to be limited and access to clubs restricted to avoid overcrowding.

With extra provisions needed to keep facilities clean, timetables will also have to be changed. There will be extra cleaning requirements, meaning less available time to deliver classes.

 

But with some planning and preparation, virtual fitness solutions can be used to:

  • increase the number of live in-person fitness classes per day
  • increase the number of participants who can take part in classes
  • increase access and avoid overcrowding
  • allow your instructors to return to teaching and reach more members faster

 

The solution

 

  1. Create a series of bespoke warm-up, cool down, and stretch videos for your live programs that your members have quick and easy access to.  You can easily host these on easy to find YouTube playlists if you don’t have a digital solution in place.
  2. Instruct your members to use dedicated warmup up spaces 10 minutes before the scheduled start time for each class. Participants can warm-up while other classes are still running or while spaces are being cleaned.
  3. Move your members into the dedicated studio or space for their class for the main session.
  4. Ask your instructors to direct members to use the dedicated videos for the cool down and stretch in the dedicated post-workout area of the club.

 

By having this production-style process in place you can use fitness videos to increase class numbers in your space. It’s possible for studios and facilities can be cleaned while members warm up elsewhere.

This frees up time to put on more classes and moves members around a club in a controlled way to avoid crowding.

And best of all you can start creating the fitness videos you need for warmup and cool downs now!

These videos are short and quick to produce meaning in a day or less your instructors could create a complete series of evergreen videos ready for reopening.

Essential Marketing Videos For Gyms

The Promo Video

Promo videos are essential for gyms and facilities because they allow new members the opportunity to tour the facilities before they visit for the first time. This means that when they finally step through your door they are more likely to join, and you don’t need to dedicate staff resources to gym tours followed by the obligatory sales pitch.

However, epic promo videos only make your business more efficient and profitable if you can reach the right customers before they visit. Hosting a promo video on your website and YouTube, or pinning it to the top of your Facebook business page isn’t enough anymore, you need to adapt and reversion your promo to reach audiences through other channels. This means creating shorter versions for social media platforms like Instagram and ensuring your promo looks great on mobile as well as desktop.

You’ll always get visitors to your facility who haven’t seen your website or your promo video, so it’s handy to have a copy on an iPad if you don’t have a TV playing your promo in your reception area.

There’s no perfect length for this type of video though shorter is always better. If your promo is stretching to three minutes or more, you’re probably trying to cram too much in, so consider splitting your promo into shorter service specific videos which are more useful tools. For example, if you own a health club, with a swimming pool, spa and gym, create a simple promo to summarise the facilities and then individual promos to explain each in more detail.

 

Client Testimonial Videos

Did you know that more than 80% of customers rely on testimonials to make purchase decisions?  Short and succinct testimonial videos are highly effective tools when it comes to building trust in your brand. In many cases, social proof is all that’s needed to spur people into action, that’s why word-of-mouth and referrals are so powerful.

The best testimonial videos have a story to tell that others can relate to, so it’s worth picking your contributors carefully and rewarding your clients for their time. There are a lot of weak testimonial videos out there that are put together in a rush, spending time planning your content carefully to create a something meaningful and influential that’s not easily forgotten.

 

Client Case Study Videos

Not all clients will be happy to give testimonials and not all testimonials will produce great content, so if you’re limited by enthusiastic participants or useful material focus instead on creating content around specific individuals to create case studies.

These fitness journeys are popular on social media channels and help to demonstrate the expertise and personable skills of your trainers. Publishing these blog style videos on YouTube and Instagram allow the audience to join the client on the journey and engage with the content through comments and questions. Promote this content to your members and in your local area to attract new clients and turn your trainers into local celebrities.

These fitness journeys are popular on social media channels and help to demonstrate the expertise and personable skills of your trainers. Publishing these blog style videos on YouTube and Instagram allow the audience to join the client on the journey and engage with the content through comments and questions. Promote this content to your members and in your local area to attract new clients and turn your trainers into local celebrities.

 

Trainer Profile Videos

Every personal trainer at your facility should have a profile video which explains how they can help your members reach their fitness goals. Profile videos make it easier for members to find the trainers they resonate with most so they become clients quicker and are less likely to quit.

It’s important that these videos present trainers as the expert but not the star. It’s not an opportunity for them to show how fit and strong they are but how they treat their clients and the efforts they go to to get their clients results. Include footage from typical sessions, comments from clients and fellow trainers to build a sense of community, support and positivity that resonates with those who aspire to achieve more.

 

Class Videos

Fitness classes are a huge draw for members searching for a new gym, but they’re not necessarily enthusiastic about all classes on your timetable, so it’s wrong to assume that a few clips of classes in your promo video are enough to tempt new members to join.

If you run a large facility it’s important that you promote all of your classes uniquely.Research has shown that despite the popularity of independent cycling, Pilates and yoga studios, people still join larger facilities for these individual programs. Likewise, members of gyms also attend community classes such as Zumba and Insanity.

If you run a large facility it’s important that you promote all of your classes uniquely. Research has shown that despite the popularity of independent cycling, Pilates and yoga studios, people still join larger facilities for these individual programs. Likewise, members of gyms also attend community classes such as Zumba and Insanity.

Short introduction videos for each of your classes are a great way for your instructors to connect with members before they attend for the first time. This allows first-timers to see classes in action can give them the confidence they need to attend and because we know members are loyal to good instructors they will follow them from club to club. So promoting videos of popular instructors teaching at your facility across social media can help drive KPIs.

 

Recruitment Videos

Working in the health and fitness space has never been so competitive and finding the right talent with the right qualifications and experience can be challenging. If you’re proud of your ethos, company culture and facilities then share this content to attract your perfect candidates. Allow prospects to tour your facilities and get to know your team; tell your story and explain why you do what you do.

Invite candidates to engage with your videos and ask questions to build relationships early. Use this process to refine the candidate pool and improve the quality of submissions to make the formal recruitment process quicker and keep prospects suitable for other positions ‘warm’.

 

Group Fitness Instructor Auditions

Despite the number of qualified group fitness instructors being at an all time high, experienced instructors that can drive up class numbers are hard to recruit because they’re loyal to the members and clubs they serve.

Announcing class auditions with videos can be an effective way of recruiting new instructors for classes and building cover lists. If you’re offering a better opportunity than rival clubs then it’s worth creating a video to show off your facilities and demonstrate how serious you are about finding the best instructors.