Adapting to Change in the Fitness Industry
I recently spoke GYMGUYZ CEO Josh York about how he and his company are adapting to the coronavirus crisis. GYMGUYZ is a leading mobile personal training and fitness franchise company, with presences in 29 states and three countries.
Adam: Thanks again for taking the time to share your advice on leadership and entrepreneurship during crisis and change. First things first, though, how are you personally staying positive amid all going on? What advice do you have for others on how to maintain a positive mindset during this moment in time?
Josh: Positive mindset is trained, and this is a great time to train yourself because positivity always wins. A lot of people are very good at handling the highs, but not many of us know how to handle the lows. The fact is that tough times create tough people. You have to remember that there is something positive to come from every situation; you just have to be able to find it. What matters most is what you believe. Believe you are powerful, believe you are confident, and you will be.
Adam: The fitness industry has been hit hard by coronavirus and the attempts to mitigate it. How have you adapted your business?
Josh: When I started the business in 2008, I didn’t consider the economic climate a challenge. I was responding to the trend toward convenience across all industries. I see a similar opportunity for adaptation with the crisis our world is facing now.
GYMGUYZ has gone completely digital. We are offering virtual personal training sessions designed to fully create the in-home or on-site personal training experience GYMGUYZ was founded on. We are live streaming weekly workouts via Facebook Live and lending specialized exercise equipment to our clients so they can continue their workouts at home. We’re even delivering it!
We’re also offering a Workout Migration Program to those who have gym and fitness program memberships they are temporarily unable to use due to business closures and other COVID-19 related restrictions. Our participating locations provide incentives to be used for in-home and remote personal training services while those closures and restrictions are in place.
Adam: What advice do you have for other entrepreneurs trying to understand how to best adapt to the current circumstances?
Josh: I find adaptability to be one of the most important keys to success. No matter the situation, you need to be able to change gears and evolve. The time is always now to shift and adapt. If you have ideas, identify a way to help yourself to take action, and others will follow your lead. At the end of the day, people help people who help themselves, and feeling sorry for yourself simply will not get the job done.
Adam: What are your best tips on leading during a crisis? What have you been doing from a leadership perspective to better guide your employees and franchise owners during this time?
Josh: No matter what someone has accomplished, there are always moments of fear and stress—especially at a time like this. No matter the circumstances, a good leader is a good actor or actress. When you have anxiety, you can't show it. Focus on providing motivation to your team. Create a mindset of resilience, push yourself to get through it, and remember that this too shall pass.
Adam: How can people used to going to the gym and workout classes adapt? What are your best tips on how to work out from home during this time period?
Josh: Even in the best of times the gym can be a germy place. There is sweat left on the equipment in very close quarters. Add to that the current health crisis, and it’s a deal breaker for many people.
That said, people still want and need their workouts. It’s a perfect time to get in shape—not to mention the mental health benefits—and no better place than your own home. I know this is true because it’s what I built my business around.
My best advice is to find a solution that works for you. Whether it’s cardio, yoga, or doing tricep dips on the edge of your coffee table, in today’s world, you can access a great workout with the tips of your fingers. The trick is staying motivated.
Adam: Once social distancing is lifted, how will gyms and studios adapt to regain customers?
Josh: Regardless of the current crisis, I have no question that GYMGUYZ will continue offering virtual services, and my guess is that similarly, many in the fitness space are identifying new and creative ways to maintain their revenue streams. Brick and mortar gyms will have to be flexible in what services they offer and the ways in which they provide them. They will also have to be patient.
What COVID-19 has allowed us to do is give a lot of people who wouldn’t have otherwise gotten a taste of our service an opportunity to see how great it is. We have a lot more awareness now. We might be a temporary solution for some people who might not want to go to the gym right away, but the benefit over time is they will now know what it’s like to have a convenient, customized and creative workout wherever they please.
And—needless to say—staying on top of being clean will be extremely important.
Adam: How do you think coronavirus will impact the fitness industry long-term?
Josh: My experience through the pandemic has reinforced my belief that relationships will carry you through the worst of times. The personalized nature of our business allows us to build a connection with our clients, and that is going to save us in the end. Employees and customers alike are going to place higher value on feeling like the places they work and work out have their backs.
Exercise is one of the best ways to boost your immune system and cope with stress, which means the fitness industry isn’t going anywhere. On the contrary, I see this time as evolutionary. What I think is awesome is there is a lot of innovation to come, and I’m excited to see that.
Adam: What are your three best tips for entrepreneurs/leaders relevant to this moment in time?
Josh: Excuses don’t equal execution.
The time is always now. Procrastination won’t get you anywhere.
You can’t stop winners from winning.