Don't Leave Your Members Out in the Cold

When the office is closed for weather reasons, will business at the gym pick up? Should you close your facility when the weather hits? If you do decide to close, are you properly informing your members? Today, let's discuss how to let them know whether or not you are open during the winter storms. 

Now that we are in mid-December, and with winter storm Echo about to give us all chilling flashbacks to last year's brutal winter in the northeast, we started thinking about how the weather can impact gyms and fitness centers. 

Do you tell your members when you’re unexpectedly closed?

Many people get up early in the morning and head to the gym. The worst thing that can happen is that they show up and find your doors locked - not only are they disappointed, but they don’t think that you’re there for them when they want to work out.

How do you alert your members?

What do most people do first thing when they wake up? Most people check their phone, email, and social media accounts. You need to try to get them before they get out the door. If they happen to leave first, but notice that you did email them, you at least get an A for effort in their minds.

Announce your closing on social media

If you have a following on social media, it’s likely that your members will look there for closure updates. As soon as you know that you will be closing, post to social media (Facebook, Twitter, and Instagram are you best bets), and let them know that you are closed due to the weather, but give them an idea of when you think you will be opening back up - this will encourage them to check back later for updates.

As soon as you know when you will be opening, post again to the same channels with the update. If someone commented on your previous post, be sure to reply directly to them to let them know when you will be opening.

How to announce your closure on social media

1. Visit the image section of the Digital Marketing Suite
2. Download an image of a treadmill, Arc Trainer, or piece of strength equipment without someone on it.
3. Go to the Facebook section of the Digital Marketing Suite, and copy a post about being closed due to the weather.
4. Use that post on Facebook, Twitter, and Instagram along with the photo to advertise that you’re closed for the day.

Example of a facility closed Facebook post

Send a closure email

If you have an email database for your members, you can send them an email as soon as you know you are going to be closed. My local gym sent me an email before the storm hit, alerting me that they would be closed. As soon as the storm was slowing down, they sent me another email to tell me that they would be open first thing the next morning. It didn’t take much, but it made me ready to get back to the gym.

1. Announce you’re closed
The first email is the most important to let people know that you are closed. Keep it simple, but let them know that you won’t be open that day. Give them an idea of when you may be opening back up.
2. Announce you’re opening
Once you know that you are opening back up, send another email to let everyone know. Otherwise they will just assume you are closed and delay their return by a day or two.

Example of a facility closed email

No one likes to have their gym closed, but a little communication can go a long way to making sure your members are happy and ready to be back in the gym as soon as you unlock your doors.

Differentiate your facility

We created a series of free ebooks to help facility owners and trainers market to their members, covering topics such as website content, email marketing, and social media. Click below to learn more.

Cybex is a provider and manufacturer of premium commercial fitness equipment. Content featured in the Cybex Fitness Blog is meant to inspire healthy living and wellness and should not be taken as medical advice. As always, be sure to consult a physician if you are unsure of your individual exercise readiness or have a preexisting medical condition. While these programs offer great benefits, there are many considerations that should be weighed before attempting any type of physical activity.