Communication during the crisis – staying in dialog with employees and customers

Our lives have changed. The pace has been dictated by coronavirus since the beginning of 2020, a change in living conditions that was previously unimaginable for many. Initially surprising and perhaps exciting, the longer it goes on, the more stressful or even life-threatening it becomes. The opening and closing of various areas of society is a rollercoaster of emotions that triggers uncertainty and insecurity.

The fitness industry has been hit hard. The (partial) closures in 2020/21 are not only causing a loss of sales, but also leaving uncovered costs despite hardship allowances. In the current year, January, the most important month for the industry, which is responsible for up to 25% of new members depending on the fitness facility, has been canceled. For every franc missing in new membership fees, a further two francs are lost in the future, taking into account a renewal rate of 60-80%.

The outlook with the current vaccination progress gives us hope. However, if the Federal Council gives the green light for the opening, the fitness industry will face a difficult period of development. We have all changed our habits, but not everyone will return to their old habits. Some of the effects of the crisis will only become apparent when memberships are renewed and over time. The aim is not only to attract new customers, but also to convince existing members anew of the importance of strength training for health. We need to take advantage of the “coronavirus fatigue” and demonstrate the diversity and safety of training and relaxation in our facilities.

Once again, it is clear that our communication is not only of great importance in “normal” everyday life, but also in difficult times in particular.

Communication with employees

With the takeover of a second fitness park, my team doubled in size during the crisis. A special start without operations and with distance. I am happy to be able to rely on the experience of a well-established management team when making decisions and invest my energy where I can make a difference. Communication is not just a means to an end, but the most important task and core competence for my role. Communication is not just about exchanging information, but also about appreciation, trust, acting as a role model and respect. Communication in the knowledge that it can lead or unsettle, inspire or disappoint employees. Despite closed facilities and short-time working, it is important to stay in regular contact with employees, strengthen team cohesion and communicate information promptly and concisely.

Communication with customers

The fact that all customers of fitness facilities can no longer train at their gym is where the common ground ends. While some fitness providers credit the time missed, others link the time credit to the purchase of a new membership or grant no compensation at all. Consumer protection, on the other hand, is of the opinion that customers have a fundamental right to reimbursement.

A classic case of differing (legal) ^opinions1 that leads to negative reactions from individual customers. In politics, as well as in public discussions or on social media, communication in such cases can be rougher on the part of the customer and more demanding for us. A professional and customer-friendly attitude and an understanding of the other person’s situation are key when communicating with these customers. It helps to take enough time and, depending on the situation, to pick up the phone. It is not uncommon for misunderstandings to be clarified or for a solution to be found that works for both parties. It is important to adhere to existing framework conditions and to treat all members equally. It is always worth investing energy. A difficult conversation with customers is often better than no communication at all.

Communication of the Zurich fitness parks

During the crisis, Zurich’s fitness parks are also investing their energy where they can make a difference. Together with ACTIV FITNESS, Big Bang of Health – Fitnesspark has created a multimedia series of articles with videos providing tips and background information on how to get back to a healthier normality. Take a look too…

In addition to further communication via various channels and maintaining administrative and technical operations, the range of courses on offer has also been expanded and digitized. In addition to the comprehensive range of online courses offered by “unknown” instructors, which are available to all members at any time, members with an affinity for courses are also offered live courses streamed directly from the fitness park by instructors they know. This strengthens member identification and loyalty, and the new infrastructure can be used for hybrid classes once the gym reopens. If a popular class is fully booked or a visit to the center is not possible due to time constraints, members can take part from the comfort of their own home.

We are ready and looking forward to reopening soon.

¹ Legal clarifications by the IG Fitness association revealed that a refund only has to be made if the service has become completely impossible, i.e. could no longer be provided in the future. If the contractual service can only be rendered temporarily, the contract is suspended and automatically revived at a later date.

If it is no longer possible to make up the postponed time in a specific individual case due to extraordinary circumstances for professional or personal reasons (see GTC), Migros Fitnessanlagen will look for solutions with the member.