These are frightening, scary, and, to some extent, needlessly confusing times. So I don't want this article to be misunderstood as a rant against this particular gym chain, its employees, or leadership.
However, I do believe that there are many easily achievable, 'low hanging fruit. kind of steps this chain missed - even when some of these were pointed out to them. By 'them' I mean the chain's CEO and a Sr. Customer Care manager who was pulled into the exchanges by the CEO.
Let me take you on a brief trip back in time... March 26, 2020, Austin, TX: A few businesses have already begun to shut down, toilet paper and hand sanitizers are about to be sold out everywhere. Having a hunch, I checked the gym's website, which said it was open. As you'd likely deduced by now - it was closed for safety reasons, as a note taped to the door explained (it also offered free access to the gym's app for at-home workouts - something I DID like a lot). Now, I'm not suggesting that there's anything wrong with that - but it would take almost another 10 days before the gym chain's corporate website would accurately reflect gym closures. Even exchanging twitter messages with their very responsive and courteous CEO did not yield any insights as to why that would be. To this day, the chain has not meaningfully changed the homepage - there is a small 'COVID-19' update BELOW the hero image, but that seems to be it. The entire way this was managed *suggests* a lack of appreciation for paying members and interested prospects. Here is a chain that has brought working out to the masses completely missing the boat on setting what could be the 'gold standard' for the entire fitness industry. And you can't even grant them potential oversight as this feedback was directly shared with their CEO.
Fast forward to a few days ago. Austin area gyms (and barbershops) are allowed to reopen next Monday, the 18th. (My gym's website still tells me that it will be closed next Monday.) There were two emails announcing the reopening. Both also contained what is basically a rephrasing of the TX Governor's guidelines:
Shortened hours
25% max occupancy
1-hour midday break / closure to sanitize the gym
Gloves that cover fingertips required
Masks optional but encouraged for members
No kids club
No group workout classes
No showers / locker rooms (bathroom access yes)
No cash payments, card on file only
I immediately followed up with the CEO to inquire about the definition of 'capacity' (total gym capacity vs total gym capacity minus capacity for the group areas) as well as means of controlling this rule and will there be a workout time limit. My concerns are of a rather practical nature...without say a way to sign up for a time slot online, there could be a rather long line around the building in a State where daytime temps are already near 90 degrees. Add to that a pre-workout supplement component and I can see a lot of irritable people waiting to be let in, one at a time. And let's not forget the parents out there: going to the gym not only provides physical health benefits; especially now being able to get out of the house for a bit can offer mental health benefits as well. But not knowing how long they might be in line kills the idea of this being a viable option.
Unfortunately, this time he did not respond. However, the other contact he put me in touch with confirmed that there would not be a way to 'book' a slot online - people will be let in / held back by a staff member based on a counting system. I did, however, learn that they plan on instituting a 90-minute max workout length per member. How they intend to enforce this was not shared with me.
When I look at other fitness companies' websites, I see a host of information, even dedicated COVID-19 navigation elements on the homepages. I feel like these for-profit organizations are trying hard to calm worries and go above and beyond to ease their members' concerns - by providing a lot of meaning- and thoughtful information. CX initiatives don't need to be geared towards selling goods or services: Thoughtfully designed, they help build a true relationship with the brand in question, for Customers and those who just turn to the brand for industry-related information.
'If we don't care about our Customers, someone else will.' - Edgar Mitchell
I said this in the beginning: These are uncertain times, Federal 'guidelines', State rules and local / county level regulations often contradict another. So people often look to what they deem 'best in class', reputable brands and organizations for information. This is a great opportunity for any business to demonstrate how seriously they take their Customers' health and wellbeing. For a brand of the magnitude and name recognition of this gym chain to fall so woefully short of some of the most basic ways to demonstrate care for their members is shocking, possibly upsetting. The underlying message seems to be: We're a business, it's YOUR job to figure things out. A great opportunity to bond with the public has been squandered; the illusion of a relationship with the gym chain as a brand definitely has been outed as just that - an illusion.