One of the number one questions we get asked at STUDIO is “am I doing this the right way?”
Getting into the online fitness landscape has been made increasingly easier with the new products popping up all the time for delivering your own workout routines, both on-demand and live. However, it's not always clear the best ways to actually leverage these products as someone just starting out or as an extension of your current business. Fortunately, there are several approaches, all of which can work for you, and make you money.
Here's 11 of our favorites...
1. Added amenity for membership – that you can charge for.
There are certain amenities members have come to expect - registration apps, workout tracking, changing rooms, etc. And if you’re trying to get real bouje, you may have added sweat towels or phone charging stations.
However, most of these luxuries are typically included in membership due to their difficult nature to monetize. However, a standalone, on-demand offering is certainly a relevant amenity that members will pay for.
Let’s talk numbers. If you charge ~$150/mo, you can position your STUDIO to be an add-on service. For example, the Fhitting Room - one of the most popular boutique fitness studios in NYC - charges $30/mo for their on-demand classes. Additionally, if you have tiered membership options, this could be a great way to lure members to upgrade to a membership option that includes on-demand without charge.
2. Become a dual threat
Speaking of amenities members have come to expect, on-demand is trending to soon be on every prospect’s “must-have” list. If you’ve been in the industry for a while, you’ll recall a time when very few gyms even had class-booking apps. Now, it’s standard and those who were slow to adopt new technology found themselves with a competitive disadvantage.
Today, if a member has a scheduling issue their only solution may be to “skip the gym”. They are forced to make the difficult decision to cut out their ‘best hour of the day’ because life got in the way.
Not any more. Now, by offering on-demand, you can become a dual threat and create the opportunity for someone to squeeze in a 20-minute workout from your STUDIO amidst a hectic schedule.
And while both you and the member would probably prefer the in-person experience, both parties will agree that a remote substitute is far better than forgoing the sweat sesh all together.
Gyms that take part in the early adoption of on-demand are going to benefit in the long run and their membership will appreciate their commitment to the client experience evolution.
3. Onboarding new members
Traditionally, new customers sign up for an in-person class to become introduced to your fitness program. However, this will inevitably always create some variation of a bottleneck to the on-boarding process. With on-demand, you are now able to leverage the scalability of onboarding new members from their living or apartment complex gym.
We are seeing an increase in remote onboarding programs that can be completed in parallel with the in-person service, allowing the customer to progress at their own pace.
Can’t make it to the gym on Wednesday? No problem, because your gym has an introduction program available at their fingertips.
4. Cancellation saver
Membership cancelations will happen and not every cancellation is salvageable.
But when a member reluctantly cancels because their life schedule or budget is preventing them from attending their favorite gym, with on-demand you have one more weapon in your cancellation conversation arsenal.
Instead of canceling, talk to the member about reduced membership fees and flexibility with an on-demand membership.
5. The perfect downsell
Not closing a sale sucks.
Typically sales obstacles are financial or commitment based and now on-demand gives you an at-bat to adding revenue to what would have been another lost sale.
Discounting your memberships for prospects who can’t afford them is certainly not the answer. But wouldn’t it be great to have an affordable option that allows someone to subscribe to your brand and bring them into your remote community?
Sure, selling a paid-in-full punch card is always an option, but with this lower barrier of entry, it allows the prospect, to be introduced to your instructors and class style while adding revenue to your recurring subscription.
6. Turn punch cards into recurring commitments
Punch cards are tried and true. Perfect for the member who can’t commit. The downside to punch cards? Non-recurring revenue. Your member buys a punch card in a single swipe transaction and then you have to hope when the card runs out, they will purchase an additional punch card, or fully commit to a membership.
But now you can enhance the customer experience of a punch card holder by giving them the opportunity to follow along with their favorite workouts when traveling or too busy to attend class.
And now you’ve converted that one-time payment into a recurring revenue stream.
7. Converting the nomads
ClassPass appeals to the family of nomadic fitness junkies who like to dip their toes into a variety of fitness styles and classes but don’t want to be tied down to a single gym.
Traditionally, converting these individuals to a full-time membership has been a victory scarcely celebrated, however you now have the ability to give them unlimited at-home access to your brand without the price tag of an unlimited membership.
8. Overall membership engagement
While you’ll never be able to create the magic of in-person high fives, our STUDIO producers are capitalizing on the scalability of member engagement at any time, from anywhere.
The nature of in-person group classes creates tribes based on class schedule preference. However, your digital offering has now removed those barriers and membership can engage with each other at any time. As your membership scales beyond the four walls of your business, you now can receive feedback from all members, instead of just your members in your physical space.
Additionally, the ability for your members to experience other coaches and class styles other than their typical schedule will enable them to create a deeper relationship with your brand.
We all know the evolution of communication that social media has created. Now you’re able to harness that same power by creating a meaningful online community.
9. Want to experiment with a new class? Start here.
Testing or introducing new class concepts in your gym comes with its specific set of challenges.
The R&D process, the expense of buying new equipment to try out, recruiting members to participate, and then surveying them for feedback, etc, creates a lengthy and inefficient way to test the viability of your new class concept. On-demand allows you to introduce new class models, with no-current membership disruption.
Now your membership is not forced to attend a rookie class style that you’re experimenting with. You’re able to introduce it to your consumers online and gauge feedback to perfect the class flow until it’s ready for in-person adoption.
In testing the new class concept on-demand, you are able to hone it and mold it until you feel comfortable to bring it to an on-site class. Or you may find out the new concept works better as a supplemental class. What is a supplemental class? Glad you asked.
10. Scale your supplemental offerings
Supplemental offerings go above and beyond what you typically deliver to your members in a class. They are the things you wish you had time for but seldom execute. Examples of supplemental offerings include mobility workshops, recovery series, and break-out skill sessions.
Perfect for the member who needs to work on ankle mobility, or desires a particular fitness skill, supplemental offerings allow you to provide the fitness coaching your members ask for, on-demand, without the added payroll and headache of “where can we fit this in our class schedule?!”
11. The new and improved 6-week challenge
The 6-week challenge model has its share of pros and cons, but we can’t deny it’s widespread adoption amongst the fitness industry.
But now the common disadvantages associated with this client acquisition strategy are alleviated by taking an onslaught of new-to-fitness prospects and giving them a great foundation without compromising your square footage and diluting your current group workout.
The average avatar committing to a six-week-quick-fix would extremely benefit from 6 weeks of at-home workouts, a strong community of digital support, and regularly scheduled check-ins.
Now you can alleviate the high drop-out rate of these programs by allowing those who were hesitant to start a fitness program to begin in a non-intimidating, barbell dropping environment.
Top STUDIO producers will incorporate hybrid experiences that allow these newcomers to slowly merge the comfort of their at-home workouts with the anticipation of joining the live group class.
You can now have the best of both worlds: a popular lead acquisition process that doesn’t water down your brand experience and upset current indoctrinated members.
As you can see, the benefits of developing your on-demand offering are there. If you’re interested in learning more about how you can add to your client experience with on-demand services from STUDIO by flexx, visit us at https://flexx.co/studio-by-flexxLearn More About STUDIO