The conditions of pre-COVID will never return.
Willingness to accept this fact, and move with it, will be key to the survival of your fitness business. Embracing change isn’t a choice. It’s life and death.
That’s because COVID wasn’t ever the cause of change: it accelerated things that were happening anyway. We might have arrived at this position less battered and bruised had COVID not unleashed itself on the world, but make no mistake: we would have found ourselves in the same position with or without it.
Digitisation, 5G, at-home offerings, evolved working patterns… the fitness industry has never faced so many new factors to evaluate. That much has been talked about extensively.
But here’s the bit people haven’t really acknowledged yet: as a result of this snowstorm of new factors, the industry has found itself blinded. Uncertain not only about how to stand up to the competition, but about who its competitors even are.
One thing is for sure: the relationship customers seek with a fitness business is changing, and there are very real opportunities for operators who are prepared to adapt, accepting the new reality and repositioning themselves for the inevitable.
But how do you go about this business-critical repositioning? In fact, there’s a huge amount that can be done right now; The Fitness Future: Rules of Engagement maps this out in six clear rules that will help your fitness business not only survive but thrive in the new world order.
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