If you’re not weaving virtual content into your in-person offerings to create an ecosystem of value for your clients, your business is critically missing out. Providing synchronous (livestream) and asynchronous (on-demand) experiences can help your business retain clients by allowing them to enjoy their favorite providers at home or on the go. Then, when clients are on the go they can spread the experience to others by showing off the accountability and community they have with the facility they choose to invest in.
Digital offerings retain your instructors by giving them a platform where they can be compensated for being their most authentic selves, sharing content they are most passionate about, and having the ability to review and improve their craft. A common excuse I hear from owners and operators is that creating digital content is too much work. With today’s technology and tools, that’s simply not true. Curating an organized digital product with the right systems and vision does not have to break the bank or burn you out. Let’s review how.
Providing livestream and on-demand experiences can help your business retain clients by allowing them to enjoy their favorite providers at home or on the go.
Virtual fitness should be treated like a product that is thoughtfully organized with a clear understanding of what your ideal client's journey to learning and growing with your facility looks like. Take a moment to determine your collections, purchase options, filters, and production timeline.
These are based on the specific experience you provide. Here are some examples of how to easily separate your virtual offerings into collections:
Note that what you call collections is absolutely up to you and your brand; you may have collections that behave like the above ideas but have a much more catchy title that is on-brand for your facility. You don’t need to have all of these collections included in your digital offering—pick and choose where to start.
Next, you’ll want to determine your purchasing options, determining which collections are available based on the membership types you’d like clients, subscribers, or potential clients to have access to.
Determine which clients may be granted access to which collections, who needs to pay, and how much.
After you’ve determined the collections you’ll create and how the business behind your offerings will drive revenue for your facility, you’ll need to clarify the organization of each collection. Here are some examples of filters you can create for your offerings.
While your facility may not have the production time, energy, and budget that companies like Peloton and Apple Fitness+ do, that doesn’t mean you can create excellent videos on a budget. With the right planning, you can also record a lot of content in a short amount of time. Here are some strategies to make producing and recording content valuable, easy, and low-cost.
Digital offerings retain instructors by offering a platform where they can be compensated for being their authentic selves, share content they are passionate about, and improve their craft.
When organizing and overseeing who is responsible for delivering and producing the content, ensure these roles are considered, trained, and reviewed regularly for continued quality control.
Select instructors who can:
The team that determines the content schedule, organizes the shoots, and films the videos.
The team who edits and uploads each video.
Ensure your marketing team has the content calendar along with short, bite-size videos, and dynamic screenshots to create fun reels, posts, and embedded content for websites and marketing emails.
Educate other departments on when, where, and how clients can access digital content.
As mentioned before, the most common reason facilities no longer create their own digital content is the additional time and money required. The value is clear for clients, but it’s up to you to determine the budget for both time and money and act accordingly. Here are some strategies to save on both:
Review content and take action on improving the experience and metrics (in ways that don’t cost more money). Here are some things to look out for:
Ideally, the platform you use to upload and sell your content can help you track and evaluate the success of individual videos and even offer filters to plan your next production schedule with these values:
Schedule time with as many members of the digital team as possible to discuss how you can continue to create unique content that is relevant to your current clients while attracting new ones.
In today's digital age, integrating virtual content with physical offerings is essential for businesses aiming to enhance client engagement and retention. By providing both synchronous and asynchronous experiences, such as livestreams and on-demand classes, businesses can cater to clients' preferences for flexibility and accessibility. This approach not only helps retain clients who can continue their fitness journey remotely but also empowers instructors by allowing them to showcase their expertise and creativity. Contrary to common concerns, creating digital content can be efficient and cost-effective with modern tools and strategies, ensuring a seamless client experience and sustained business growth.
👀 Check out our guide on Creating and Monetizing Your Own Digital Content to drive revenue at your facility!
Staci is committed to helping fitness managers and club operators elevate their programs, instructors, and leadership. As an experienced consultant and strategic planner for digital and in-person offerings, her clients range from large luxury health clubs and international companies to small studios. She has designed world-class studios on a tight budget, launched signature formats, and built turnkey solutions for enhancing systems, leaders, and talent. Staci is also a master instructor and established presenter, podcaster, writer, and YouTube influencer, regularly interviewing and collaborating with industry thought leaders.
Click here for more information on working with Staci, or email her at contact@stacialden.com for more information.