With restrictions in place for both capacity and movement, fears about safety and with some members not able to return for health reasons, findings from Europe Active suggest that club operators can expect to reopen with between 30-50% of previous attendance in the first few weeks.

Despite the challenges imposed on our bricks and mortar business, we have the opportunity to emerge stronger and to widen our net as the value and importance of exercise is elevated in the public conscience, particularly as the government wants to improve the nation’s fitness to limit the impact of a potential second wave of Covid-19.

As clubs begin to reopen, operators must continue to be relevant and connected to their audience. Fitness apps and wearables have featured in the top three ACSM Global Fitness Industry Trends for several years. Many of these help individuals to track their own metrics, but Myzone also provides that essential connection to the fitness business, while using inclusive, game-based mechanics and social functionalities to build communities and drive habit formation, all of which are key for increasing member retention.

We know that encouragement and being part of a community drives motivation. In fact, Myzone data shows that users with four or more connections exercise 56% more than those with none. Operators should harness this by supporting, communicating and rewarding the effort of their members for every workout, both in-club and remotely.

Going forwards, a strong digital product will be an essential part of the offering. UK reports show that 52% of people expect to return to a combination of in-club and online workouts, and 12% intend to take part in online sessions only.

Myzone’s new MZ Remote has been a game changer. The world’s first virtual live group workout allows your members to connect and exercise together, whilst receiving real-time biometric feedback and personalised coaching from your instructors. The solution extends the social motivation usually received in-club to your online community, while providing feedback, accountability and increased engagement.

In this new world of health and wellbeing, the needs of the member will change. As operators we can support the message of clear and achievable activity goals based around effort and consistency rather than weight loss or being beach body ready.

Create your own challenges for members, which they can take part in regardless of where or how they choose to exercise. Challenges based around a collective total - everyone achieving 1,300 MEPs for the month or completing Zone Match workouts - will help members remain part of your community and keep them on track, which will increase the chances of their return.

And above all, keep talking. MZ-Chat is your direct contact to individuals and groups of members. Use it to send encouragement and exercise ideas. Encourage them to create group chats with friends and those they miss from their favourite classes.

In these most challenging of times, we have the opportunity to provide positivity and community, but consumer confidence is vital. People need to know that we will provide safe environments, will support them at home and in our clubs, and ultimately improve both their mental and physical wellbeing.

Our industry has come together during this crisis. With so much positive collaboration, sharing of insight and best practice, our sector is working together to rebuild and reposition itself as an essential service for a healthier, more active and better connected world. Let’s get this right!

For help in supporting your re-opening strategies with Myzone, or to find out more about how we can work with you, contact us at emeaclubs@myzone.org or go to www.myzone.org