Energie Winchester proves innovation is key during COVID-19

One of the most innovative and industry leading gym franchises, Énergie Winchester, takes pride in helping their members achieve their fitness goals, building and developing their offerings to include an excellent level of service and all the tools anyone needs for success – all within a fun and empowering environment.

Background:

Advertising themselves as the gym with something for everyone, Energie Winchester offers an extensive range of free weights and resistance machines as well as a timetable with over 40+ classes a week.

Since opening, Energie Winchester has strived to deliver their Energie Promise:

• Amaze and delight all customers
• Provide a welcoming atmosphere where fun comes naturally
• Build a tight knit community that doubles as family
• Deliver the right experience for each member
• Celebrate every victory, both big and small

Challenge:

Traditionally, Energie Winchester used the four walls of their facility to serve as a common ground linking everyone together. Like much of the fitness industry, recent developments with COVID-19 have taken Energie Winchester by storm.

“The capacity of a team and trying to stay in touch with members has proven very challenging right now,” said Club Manager Mimi, “They’ve gone from a rota of 230 hours of work per week down to 80 per week.”

With the facility being forced to close until further notice, Energie Winchester has combatted a campaign to ask members to stick by their memberships by offering payment plans to all, but naturally, members are still requesting to cancel/freeze their accounts. 

Solution:

Continuing a fitness business strictly through virtual solutions is not something most people planned for, but has quickly become a reality.

“The industry is not just about fitness, the industry is about people,” said Mimi.

In a time of isolation and despair, it is important for gyms to consider more than just the physical health of their members but look to support their social and mental health as well.

“We are building on the community aspect of our membership offerings; hosting Zoom coffee and chats or BINGO and beer, as well as interacting on social to connect with members thoughts and feelings,” said Mimi.

Myzone is delighted to be able to help Energie Winchester continue to deliver their Energie Promise: “A Place For You” even while training at home.

Myzone has proven members with four or more social connections in their app achieve 41% more exercise than those members without connections.

Remaining socially connected during this period of physical distancing demonstrates a driving force behind successful, virtual strategies. 

“Our members with Myzone are the most engaged,” said Mimi, “Probably 90% of our Myzone users are still supporting the club financially, helping us make it to the other side.”

Going Forward:

Right now, is a time for implementing creative strategies that will compliment businesses once doors reopen. Rather than treat the situation as a temporary solution, there’s an opportunity to adopt an omni-channel strategy to set the business up for success once normalcy returns. Gyms will then have a digital platform that compliments their physical environment.

Offering a wide range of Facebook and Instagram live workouts as a part of memberships provides inspiration for members to not miss a beat while at home. By keeping members on track with their goals, they’re more likely to return to the gym once they reopen.

“Our favourite part of Myzone is the Zone Match feature,” said Mimi, “we typically use the feature to teach in studio classes, and now they are completely transferable to at home workouts so members can train on their own. Zone Match takes out the need to think yourself.”

In a time of uncertainty, remaining connected with each other through virtual solutions, social media and the Myzone app will prove highly beneficial to both gym staff and their members.

With the correct mind-set and energy, Energie Winchester is proving their ability to innovate will strengthen their business and engage their members, so that together, they will emerge from the pandemic in a stronger position.