Business, at its core, is about community and connection.
You’re part of the health, wellness and fitness community for a reason – and that reason is connection.
The best businesses are always those that focus on human interaction first, and transaction second.
Why? Because that’s the best way to forge connections, of course – by being genuinely interested in someone, and the things that make them unique.
But now we’re in a ‘new normal’, navigating lockdown, and suddenly, forging that connection seems much harder than it usually is!
We can solve this puzzle by going back to the focus of your business, though – your customer.
By anticipating and proactively meeting new needs during the pandemic you won’t just be supporting clients in the short-term – you’ll be setting up for serious business success.
So the biggest question now is…what does your client really need?
No Braveheart jokes, please.
Freedom has been shown to be the number one need of people living under lockdown. Now, that’s a bit of a no-brainer, but the need to be free is a human fundamental.
We’re used to being able to make multiple tiny choices a day.
It can be as simple as choosing to try that new Dalgona coffee, or to stick with your flat white. Whether you’ll go to this pub or that bar after work. Even pretending to peruse Pret’s Veggie cooler before snaffling that cheesy croissant is temporarily a thing of the past!
Your clients need to feel that they have some freedom – and you’re in a unique position to help them do just that.
How? We’ve got a few suggestions:
Proactively ask your community for their feedback
Who doesn’t love to give their opinion? We’ve all got so much time, that we’re in a fantastic position to really get to know our clients, and figure out what they want.
Asking for their input not only help you hone your offering, but it makes people feel special and valued.
Consider flexible payments
C-19 has definitely thrown a spanner in the proverbial financial works! What can you do to help someone feel free? It might seem scary in the short-term, but figuring out how you can make flexible payments work for your community could be key in putting your client back in the driving seat.
If you’ve traditionally offered a monthly subscription, think about pay-as-you go classes. Offer value to your clients and capture new ones by devising a quick, free workout template to keep people moving under quarantine.
Offer video on demand
How often have you said you’ll work out this evening, just like you did pre-C-19, only to find that you’re on the sofa at 6pm with a glass of wine, covered in crisps? We’re creatures of habit – but when our daily structures go up in smoke, we find it easier to make excuses.
We’ve all been there – no judgement. But if your clients traditionally got their sweat on with you at specific times, there’s room now for you to offer flexible classes through a video on demand service (VOD).
VOD is awesome – because your clients get to move, stretch, and sweat with you whenever they like. Their freedom to do that is more important than ever before – so make sure you’re meeting that need.
A feeling of control
One of the most crucial things we’re struggling with right now is our inability to control the situation we’re in.
C-19 is an invisible force. We can’t see it, so we have to take measures to rightly protect ourselves from the danger that we would never have had to consider a few months ago.
One of the best things any leader in the health, wellness and fitness industry can do is to help give people their power back, by supporting them to take ownership of their progress.
Guidance, trackable progress, and data tools aren’t very sexy, but they are crucial in helping people see how far they’ve come by working with you.
There are some great apps out there, but offering your clients a custom structure through your Fettle platform means they can track their progress and celebrate their results – all in the same place.
A sense of community
How often have we heard the phrase ‘humans are social creatures’? It’s a cliché because it’s true!
The feeling of mid-sesh high fives, sweaty hugs, a class exhaling together in savasana – these are some of the best moments during our fitness journeys.
More isolated than ever before, lockdown has put an end to physical community for the present moment. But what of our digital communities?
Offering live streamed workouts for your clients can help them rightfully feel like they’re part of a bigger community, that they’re connected with you and supported as they work to reach their goals.
You can also offer chat spaces in your Fettle platform, highlight members’ progress on your social accounts. Reach out to those you’ve not seen for a little while, just to check in.
Whilst these efforts might seem insignificant, this sense of authentic, heart-lef community will take your clients and turn them into customers for life.
We want to hear how these tips work for your brand! How are you navigating customers needs during C-19?
And if you want to understand how Fettle can help you connect better than ever with your clients, get in touch now at fettle.io/contact. Let's get your business thriving, despite the circumstances.