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Globally, many organizations still do not know the importance of forecasting in their day to day operations. When an organization has the appropriate resources at the right moment, it is guaranteed to function well. In today’s harsh business settings where companies try to use their resources appropriately, forecasting is a critical technique to save costs and to predict future demand to utilize resources efficiently. Most large companies utilize forecasting to formulate their strategies since it is impossible to make decisions in their absence. Some unpredictable events, such as COVID-19, which has negatively affected businesses, and the economy, is indisputable that companies need to prepare in advance. 

Firstly, poor customer service is a matter that affects many fitness centers. Management of an organization is not a simple task; hence being sensitive about familiar downfalls in business help individuals proactively evade problems as it is a regular test. The fitness facility sector has already faced problems in the past year due to the Covid-19 pandemic. However, long before the pandemic, 24-hour fitness had seen many clients defecting to other affordable fitness alternatives, and this was necessitated by the high charges the company charged to the members, which led to the company posting reduced revenue that last quarter. Early in 2019, the company had also recorded reduced earnings because it had introduced an automated system for members to sign in and out as they used the facilities. Due to the complex system’s introduction, it lost many customers hence a drop in revenue collection. These challenges could have been sorted out initially had management consulted with the users to solve emerging issues accordingly. Good instructor’s interaction with clients: The reception employees play a critical role in ensuring smooth running. 

Secondly, inadequate use of technology in fitness centers has become an essential requirement. Even though technology is vital for a business to stay competitive in today’s setting, embracing the right digital technology for any fitness company is critical to guarantee its success. With the pandemic, 24-hour fitness witnessed a reduction in customers since members shared equipment, making it hard to maintain social distancing to prevent the spread of Covid-19. Many people opted for home-based gym exercises, which meant that many members no longer attended the sessions, which led to some members never returning to the club again, leading to structural changes to the company. Due to lockdowns, many got out of the habit of exercise, and even after restrictions were relaxed; many had formed a new habit of not attending gym sessions. Many people replaced gym attending other activities easy to carry out with no equipment and in open fields. The company should have used technology and sold its services as digital content, such as online sessions, since many switched to online sessions and sought workout information on various online platforms.

Thirdly, insufficient fitness space, equipment, and inadequate training centers, especially near residential areas. The company had most of its gym facilities situated in urban centers near active office space; hence, if workers were not going to come back to the offices, clients would not attend gym sessions as many professionals operated from home. The company should have invested earlier in surroundings where members could attend their gym sessions near their localities as they stay at home. It should have purchased extra training pieces of equipment and instructors to ensure adequate service to clients. The changes would ensure enough customers hence revenue, for the company to remain operating. 

Finally, relates to the company’s low marketing strategies, especially the inefficient use of online marketing, including social media networks. Facebook, Instagram, and Twitter help develop a brand image and send information and provide avenues for users to interact with the center. It also ensures increased customer recommendation as social media is critical to ensure a good relationship between clients and the company and aid differentiate like services offered by other fitness companies, which increases sales of company services. The best promotion will ensure company services are sold, and enough revenue is generated to achieve desired set targets for the company and remain in business in the near foreseeable future in the competitive fitness business enterprise. 

Many motives exist as to why a company may decide to rebrand its business. It may be due to the emergence of external forces outside the control of the management and company at large. Rebranding 24-hour fitness includes changing the logo and graphic design parts, marketing supplies, website, and other social media networks such as Linked In. This process will guarantee enhanced gym reputation, reenergize the employees, and attract fresh clients who may not be interested before rebranding the company or did not know its existence. The first component in the process involves changing the company’s name, and this will ensure a new business attitude; even though some brand recognition will be lost, the positives will be more than the negatives. A superior business name will grab potential consumers’ attention and ensure that the brand message is conveyed, which will resonate with the intended customers. The name should reveal the perfect customer’s fitness and personality level, including being easy to pronounce and spell while still promoting inclusivity in society.

Another essential component is revising the business plan, which is necessary to reflect alterations in the fitness offerings, brand, and general objectives to be achieved, and this will keep changing over time to accommodate future modifications. The mission statement will be the facility’s new activities, which affect the business operations in the long-run. The plan also includes marketing to carry out targeting current consumers and future clients in different demographics. The existing sessions and offerings for groups will need adjustment to ensure inclusivity for any interested potential customer. Employees will be hired by professional human resource personnel to ensure adequate staff receptive and caring gets an opportunity to guarantee good services to all clients.

The third component in the strategy is modifying image identities, the design material which signifies the business, and this is a critical element of the brand conundrum, and it also includes photography, the company logo, and typography. In order to preserve brand recognition, minor modifications will be necessary to guarantee business identification. Color designs for the website and other sites will remain muted since, in that form, they symbolize the company’s brand character. The company’s website should remain updated anytime changes occur in the brand, such as updates about videos and photos taken during training or marketing purposes. Changes will also be necessary for the profile picture and changing other social media names to reveal its image. Modifications of email marketing material such as newsletters will help market the company effectively. Additionally, seeking feedback from clients about the fitness facility’s perception and utilizing the information for marketing on all platforms.

Individuals in charge of fitness facilities should develop ways of increasing client engagement to ensure business stability. The management in various training centers should put up good infrastructure in the training facilities such as superior and clean training environment and training tools for clients in different geographical locations. These are essential elements and requirements in fitness centers worldwide, especially during the present pandemic. The covid-19 pandemic has led to profound changes in fitness and other sports activities globally. Digitization and technology have created an avenue for the management of fitness facilities simplifying the management process. Regardless of the keeping distance to reduce the spreading of the virus, consumer support and service should continue, including the laid down protocols, which will remain relevant post the pandemic. 

References

Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2020). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168

Early effects of the COVID-19 pandemic on physical activity and sedentary behavior in children living in the U.S. (n.d.). BMC Public Health. Retrieved January 15, 2021, from https://bmcpublichealth.biomedcentral.com/articles/10.1186/s12889-020-09429-3

The global economic outlook during the COVID-19 pandemic: A changed world. (2020, June 8). World Bank. Retrieved January 15, 2021, from https://www.worldbank.org/en/news/feature/2020/06/08/the-global-economic-outlook-during-the-covid-19-pandemic-a-changed-world

León-Quismondo, J., García-Unanue, J., & Burillo, P. (2020). Best practices for fitness center business sustainability: A qualitative vision. Sustainability, 12(12), 5067. https://doi.org/10.3390/su12125067

What does coronavirus mean for the future of sport and fitness clubs? (n.d.). Economics Observatory | Questions and answers about coronavirus and the UK economy. Retrieved January 15, 2021, from https://www.coronavirusandtheeconomy.com/question/what-does-coronavirus-mean-future-sport-and-fitness-clubs