We live in a world surrounded by screens while we spend our mornings hashtagging, our breakfasts on social media, and taking selfies of our gains at the gym. We’re adapting to behaviors that have become social norms, like receiving more “likes” on platforms like Facebook and Instagram are now personal achievements that we feel instant gratification from.
Some might argue that our online lives could be destructive to real life, introducing possible negative effects on body image and self-esteem, however, digital wellness is opening doors for both owners and members, bringing people together with common goals through a simple hashtag, offering members more fitness knowledge and generating opportunities for more club revenue.
HEALTHY FOR MEMBERS, HEALTHY FOR BUSINESS
Fitness is just as mental as it is physical and taking advantage of digital wellness is a quick and effective way to keep members motivated and maintain healthy retention. While members stay busy running on treadmills and posting their yoga photos to Instagram, owners can keep a library of digital blogs and articles that focus on different workouts, healthy recipes and wellness tips for members to reference. Owners can offer yoga classes and other events that are geared toward stress relief and wellness, providing members with more value and generating more revenue at the same time.
MORE THAN JUST APPEARANCE
We have the preconceived notion to exercise strictly for weight loss, so we look thinner, but then we forget about the positive impact fitness has on overall health and wellness. Even though weight loss is a common goal among millions of people and physical appearance is directly linked to confidence, it’s important for owners to assure their members that it’s not the only reason to purchase a gym membership. Wellness is about much more than what we see on the outside.
Specific body types and looks are constantly being broadcasted online, on television and social media, convincing both men and women that they have to look a certain way to achieve happiness. Technology isn’t the culprit here–we are. Health club owners and fitness professionals are direct influencers of this epidemic, which is why it’s imperative for them to use technology as a tool to spread positivity by encompassing every aspect of fitness and wellness, not just appearance.
Anything posted online has potential to spread like wildfire. It’s up to the professionals in the industry to make sure what’s being showcased isn’t toxic to their consumers.
OPPORTUNITIES FOR OWNERS
Luckily, social media has given owners opportunities to boost member confidence and increase revenue in the process. Through simple posts and accurate hashtagging, owners are able to share progress and transformation photos on their social media platforms, celebrating member accomplishments and more importantly, praising their none-scale victories.
Club owners can instantly motivate their members through positive sayings, quotes of encouragement and get members excited about exercise and how healthy it makes them feel. Personal trainers and class instructors can go beyond teaching by empathizing with members, offering compassion and listening to them during moments of frustration or discouragement.
They can give encouraging advice in person and online, comment on their social media posts and share them to applaud their triumphs. Building and maintaining these business-to-consumer relationships on and offline will only continue to help gyms and health clubs flourish.
BOTTOM LINE
In this digital age, how members feel and perceive themselves is a direct result of what they consume online. Keeping up with digital and wellness trends as an owner can only help members in the long run. To answer the question, “is digital wellness well for us?” Yes. It’s an open door to fade out negativity surrounding “ideal” body images and shift focus to all areas of fitness and what being healthy truly means, putting more revenue in an owner’s pocket.
