Lockdown Leader: How U.K. Gym Added and Retained Members

Gareth Wayt, owner of Second City Fitness in the United Kingdom, has been through three lockdowns since the start of the COVID-19 pandemic.

The gym is still in that third lockdown, yet now, their retention, average revenue per member, and life-time value are all higher than ever.

Here's what Gareth and co-owners did to make their business even stronger during the pandemic.

Links:

Second City Fitness
Level Method
Forever Fierce
"Help First"
Free Tools
Gym Owners United

Timeline:

2:01 – Using WhatsApp to keep the community alive during lockdown.

10:47 – Getting creative to keep members engaged—and do your marketing for you—during lockdown.

13:29 – Using lockdown to evaluate the business and make changes for the better.

18:24 – Switching to a hybrid membership model.

21:47 – Facing fears when making big changes to your business.

23:50 – Why Gareth and his team spent 10 days calling all 225 members of the gym.

28:05 – Looking to the post-COVID era.

32:03 – Numbers don’t lie: increased ARM, LEG and LTV.