Tips for Running a Premium-Priced Online Membership

Pat Barber Gym Management

 

I am lucky to know many highly-skilled, hardworking people who’ve been incredibly successful in changing lives through fitness and movement. These folks also tend to be generous with their knowledge, paying it forward so others can share in the abundance.

With so many changes in the fitness industry due to COVID-19, and with so many of us considering hybrid gym models (running online and in-person memberships), I wanted to talk with people who knew how to offer that personal touch in an online space.

Mike and Adee Cazayoux lead the Working Against Gravity (WAG) community, which offers 1:1 personal nutrition coaching. They build a custom program around your needs to meet you where you’re at AND get you the results you want.

They’ve been offering their services through WAG since 2014.

What makes WAG so interesting to me is that Mike and Adee have chosen to run a premium-priced model, which goes against the typical volume-based membership service that relies on a constant turn-and-burn to keep afloat, like something that’s $20 a month.

In this webisode, the duo shares some of the mistakes and wins they’ve experienced while working with over 20,000 people and 35 coaches online. They offer up some great information on how they’ve built better systems for their program delivery, coach check-ins, and member tracking.

Some of the highlights:

  • All their coaches have to respond to messages within 24-hours.
  • All their coaches are former WAG members.
  • They have every member of their team take the Kolbe test to learn their strengths and weaknesses.
  • They believe online coaches need to be more patient because they don’t get that immediate feedback that happens naturally with in-person, face-to-face interactions.
  • They teach their coaches to build relationships with the FORD model.
  • Why they decided on a premium-priced model, and why they believe their product is worth what they charge.
  • How to determine what to pay a coach, how many hours it takes to coach x amount of people, and how many clients each coach can handle.
  • Why online services can be so valuable and deliver such great results.
  • What to do when a client isn’t responding to accountability check-ins.

This is a great conversation to listen to if you’re considering online memberships or a hybrid model at your facility.

If you’d like to learn more about WAG, here are some places to visit:

WAG’s official site

WAG’s Youtube

WAG’s Instagram

Being the Change

Taz Barber Coaching Development, Culture

For us, WUWO has never been about just fitness.

That’s why we give a lot of our time to talking about empathy, emotional intelligence, othering, the power of human connection, and stuff that has nothing to do with functional movements executed at high intensity.

Yes, we want your people to be fit, and to eat and have access to nutrient-dense foods.

But, also, to have the skills needed for navigating conflict or difficult conversations.

To have the tools necessary for nurturing themselves and their relationships.

To have the courage to be the change they want to see.

We want people to live lives that are meaningful and joyful to them. And for the world to be better because they lived.

Fitness is one tool in the kit for this kind of impact. It teaches you about resiliency, makes your body more capable and powerful, and can change your outlook on so many things.

To stop there, as a gym or coach, would mean ignoring all the other ways you could positively impact someone’s life. Coaches are agents of change, and that change shouldn’t only be about pounds or PRs. (Though for us, fitness isn’t about those metrics anyway — it’s about being healthy enough to live fully and do the things you want to do.)

If we want to help our members be more loving partners, parents and people, if we want our friends to witness our pain instead of trying to solve or diminish it, if we want to be in a community where people can live in peace even though they look, think and feel differently, then we have to get serious about the skills that make all that possible.

And for us, that’s communication — how we speak, how we relate, how we connect.

We all need training and practice to strengthen these muscles.

Which is why we’re committing to a year-long course on communication: The Compassion Course.

The name isn’t great. We’re somewhat allergic to new-age-y sounding things. But the resources and materials we’ve studied on the course are legit.

Here’s a sample lesson: What Empathy Is…And Isn’t

You get 50 lessons in total, one lesson every week of the course.

These lessons will cover topics like:

  • What to do when judgment and blame show up in conversations
  • Power-with vs. power-over dynamics
  • How to be more aware of your needs and desires
  • How to have less painful, more effective conflicts
  • The difference between requesting and demanding
  • How to stay connected and empathetic in an anger-fueled conversation

Plus a whole lotta other stuff.

As people intentionally place themselves in echo chambers so they don’t have to interact with people who don’t believe as they believe, as people become more and more obsessed with labeling themselves “right” and others “wrong,” as we feel more threatened by those who are different than us — be it they look differently, worship differently, love differently, parent differently, believe or think differently — we grow more isolated, more alone, more afraid.

If a gym wants to call itself a community, then it needs to function as a community, which means more village-mindedness and less “difference is dangerous, sameness is safe.”

The fact is, people are labeling differences of opinion or belief as a threat to their existence.

We don’t know how to respect someone whose values are not in alignment with ours, so to other them, to put them beneath us, we diminish their humanity.

We take the few breadcrumbs of a story we know, and we fill all that negative space with “facts” and stories that confirm our own biases and prejudices. Because they’re Poor. Middle-Class. Rich. Christian. Muslim. Atheist. Californian. Southern. A mother not breastfeeding her newborn. A mother breastfeeding too long. White. BIPOC. Hetero, cis-gendered. LGBTQ. A Democrat. A Republican. The assumptions never end. And you know what they say about assuming…To assume makes an ass out of u and me.

That’s granny wisdom.

We believe that if we’re responsible for the energy we bring into a room, then we should also be responsible for all the judgments and baggage we bring to conversations.

So, we’re committing the next 50+ weeks of our lives to learning and unlearning.

These lessons build on each other, and there will be video conference calls offered by the course leaders. (We’re not affiliated in any way.)

We’re also going to host a discussion group for WUWO members so that we can explore the material together.

If you’re interested, the course starts June 24, 2020. Regular enrollment closes on June 23rd, extended enrollment closes on July 1st. Pricing is scaled at $36 and $72 for the full year, but they also offer a free option. (Read more about that in their FAQs.)

PS — This isn’t the ONE and only thing you can do right now, as growth comes in many forms. That said, this communication methodology could be a stepping stone we could use as we create a new path through the woods.

Meaningful Goals in the Middle of COVID-19

Taz Barber Coaching, Covid-19

Before COVID-19, when we talked with coaches about helping their people set meaningful goals, the conversations were around intrinsic motivation and digging down to the root of why people wanted more fitness in their lives.

Our first concern was the “motivation problem.” That is, Why are so many people so unmotivated to do something that would improve their lives? When people lack motivation, does that mean their goals lack significance or meaning to them?

So we started looking into motivation. Turns out, there are some sinister shadows at play here.

Here’s what we dug up:

  1. Intrinsic Motivation: This comes through the inherent enjoyment of the activity itself. “I train because I like it and it’s fun!”
  2. Integrated Motivation: Acts that are in alignment with personal goals and values. (Notice how “Integrated” and “Integrity” share the same root.) “I train to inspire others.”
  3. Identified Motivation: Based on the value people see in the doing of the thing or the results. “I train because I find the benefits of physical activities important.”
  4. Injected Motivation: Self-imposed pressure in the form of contingent self-esteem, guilt, shame and the urge to external valuation. This is wrapped up in how you want to be perceived. It’s the pressure you put on yourself in order to keep up appearances or maintain labels. “If I don’t exercise, I feel guilty” based on the belief that “Good people workout, bad/lazy/worthless people don’t.”
  5. External Motivation: Compliance of external pressure or rewards. “I train because my husband/wife/father/mother thinks I need to lose weight” or “because I’ll get more likes on Instagram.”

There are many other motivational models. This is just one. But it got us thinking…

If a goal is rooted in Ego, does that make it a “bad” goal? Do ego-driven goals lead to ego-driven training?

If a goal is dependent on external validation, does that make it an inappropriate goal? Does the goal need to carry personal significance, or can it be for someone else and still keep you motivated?

The answers to those questions are nuanced and situational and worth exploring.

We started asking ourselves those kinds of questions because our objective with WUWO is resiliency. And to make humans more resilient, we need to first shift mindsets around working on weaknesses and create an environment where people can drop external validation and ego-driven goals at the door.

For us, some simple solutions to the goal-setting problem were:⁣

  • CrossFit/GPP/Fitness-biased programming⁣ to continually push up against those thresholds
  • Encouraging members to get clear on what they want from fitness
  • Building culture around more meaningful goals⁣
  • Tracking and testing⁣

But to build a mission-driven or why-focused culture, we had to set some boundaries too.⁣

We had to think deeply about how our behaviors and systems:⁣⠀⠀

  • Discourage members from cherry-picking workouts so they only train their strengths⁣
  • Help members set meaningful goals and track progress⁣
  • Give coaches tools for providing education around GPP

To be completely honest, we started speaking about intrinsic motivation because we noticed a trend in the fitness industry that bothered us: Some gyms were trying to build a weakness-positive or weakness-focused culture with certificates or cheap little trinkets as rewards.⁣

That’s not our jam.⁣ Our belief is that if people are more interested in a badge or treat than achieving the goal, it wasn’t a meaningful goal to them.⁣ Progress is the reward. If that’s not enough, then we need to dig deeper.⁣

What we need is to disrupt a particular way of thinking, of moving through the day (and through life).

These are the questions that kept running through our minds:

  • How can we help people set meaningful goals?⁣
  • How can we create the conditions within which members motivate themselves?
  • How can we help members drop external validation at the door so they can connect back to what they want from fitness? How is fitness going to help them live their best life?⠀

What became clear to us is that external validation was a much bigger player than we realized.

Fitnessing for Them

Goal setting is tricky business. Shame and identity can muddy the waters when trying to get clear on what it is you want and why you want it — is it something you actually want, or something the world told you to want?!?

Ohhhhh that’s some mind-bending goodness right there. Just keeping it light and fuzzy around here. 😬⁣

In our experiences with goal-setting, issues of identity can surface. This is where you get into interesting territory: Setting goals that are more about external validation and pleasing other people than truly satisfying a real want or need.

There’s a lot of data out there that says the more autonomous people feel in their goal setting, the better.

If we’re going to create a culture of self-aware adults who take responsibility for themselves and are comfortable getting uncomfortable (qualities that mesh real well with a GPP or CrossFit program, btw), then we have to walk the talk.

We have to consider how our goals might be rooted in fears of being voted off the island because we’re not attractive enough, funny enough, cool enough, blahbidy, blibbidy, bloobidy.⁣

Here’s what we recommended people do before COVID-19:

Scribble down or noodle on these statements:⁣

  • I want to be perceived as…⁣
  • I don’t want to be perceived as…⁣

How did you come by these beliefs about who you should and shouldn’t be? (Or couldn’t be.)⁣

Now think about why you workout, what you hope to get from fitness, how you expect fitness to improve your life.

Ask yourself: How is fitness going to help me live my best life?

Give some awareness to how these underlying beliefs about how you want to be perceived could heavily influence your goals and your why for fitnessing.⁣

Are your goals even your goals?

Or are they echoes of other people’s words and expectations? (Are you being haunted?!?)⁣

Are your answers based on beliefs dumped onto you by the external world? All the “you should…” messages.⁣

Or are they tapped into the good stuff? The stuff that makes you feel turned up, more alive, and ready to keep rockin on.

Be real with yourself.

Have Goals Changed Because of COVID-19?

Things are different now.

The weird, strange beauty of it all might be that people get more real than ever about who they are and what they want.

External validation might not be a problem at all today.

Regardless, every single member came to your gym because you offered a solution to a problem.

With the world all topsy turvy, they have new problems.

Which means they need a new why, new meaningful goals.

We don’t know when this is going to be over. So don’t wait to check-in with your people to find out why they’re still working out. At home. Amidst the kids and the dogs and their jobs and the chaos of now.

We’re living in a different reality, a new normal.

What was a priority before COVID-19 might not be a priority now.

It’s time for a goal check-in.

It’s time for you to ask your people how they need you to show up and serve today, right now.

Stop looking in the rearview mirror.

Additional Resources:

What Are They Buying Now? That thing you used to sell isn’t what people are buying online.

Why We’re Changing Our Pricing to Pay What You Want-ish

Pat Barber WUWO

What is happening around the world is incredible. Scary, painful, devastating for many, for sure. But also incredible.

If a stranger had walked up to you on January 1st and said, “In a few months time, all planes will be grounded, people will be isolated at home with their sewing projects and newfound hobbies, economies will be in jeopardy, and the masses will be questioning a lot of what they thought to be real or solid or unchangeable, you would have tossed that person a buck and briskly walked away before they started shouting Armageddon prophecies at you.

Here we are. People are suddenly more educated about plagues and pandemics of old. Nearly everyone is stocking up on potatoes and seeds. And then there’s this whole Tiger King thing we keep hearing about.

It’s a weird world.

Things that seemed impossible are now our reality. Just like that.

These are not unprecedented times — they’re just new to most of us.

When our team first tossed out the idea of a Pay What You Want or Choose a Fair Price structure in one of our weekly meetings a year ago, the response we all had was, “That’d be cool. We wish we felt comfortable enough to do that, because it’s who we are and who we want to be, but now’s not the time for something that risky.” We were scared. We have mortgages and families and dreams. All of us work other jobs to keep afloat. None of us are rich or even have a retirement plan, so there’s no cushion to catch us if an idealistic pricing model fails.

Could we really trust strangers to be generous or fair?

Then Covid-19.

Realities shifted. What seemed impossible now seems doable or try-able.

Let us be clear: Just about everyone still thinks we’re naive or really bad at business.

People will take advantage of you!!!

You’re undervaluing what you do and all the hard work that goes into your product!

People will underpay you because they can. When it comes down to it, we’re a self-interested species.

Look, if our top concern was making money or building an empire, we’d write a strength + metcon program because that’s what the masses want. It’d sell really well and people would say, “Wow, you know what you’re doing. Look at all this social validation. You deserve to do well….yada, yada, yada…” And we’d make 5x what we make now. Our Instagram account would have thousands of more followers. And we could pat ourselves on the back for the brilliant business decision. Problem is, we don’t believe in it.

We only know what feels right, especially amidst so much uncertainty. Because now, even with the best business plan, the most competitive pricing, and an excellent marketing strategy, it’s still a big-ole-TBD on whether or not any of us are making it out of this thing.

So if we can’t explore unusual ways of doing things now, when the world feels so topsy turvy, we’ll never be brave enough to do something so outside the box.

Pay What You Want-ish

Pay What You Want is a pricing system where people pay an amount of their choosing. Instead of the producer setting the price, the buyer sets the price.

What we’ve done is come up with a few suggested prices for gyms of different circumstances:

  • $99
  • $149
  • $199
  • $229

We’ve come to these prices thoughtfully after years of working with gyms on a case-by-case basis across a variety of situations, like exchange rates, soldiers training overseas, micro-boxes with missions we wanted to support, affiliates recovering from a natural disaster or event, or even groups of friends who workout together because they don’t have a nearby box.

From the very beginning, we’ve done our best to work with people who reached out, but it’s not been front-and-center enough. It’s been a much more casual Choose a Fair Price system. We want to change that, so people don’t assume we’re not willing to work with them.

What we’re doing is not a perfect Pay What You Want system. It’s more Choose a Fair Price, which is about managing the barriers to entry.

Barriers to Entry

The simple fact is: Price is a barrier to entry.

But it’s not the right barrier to entry for us.

We hope to transform the barrier to entry from price/cost to a different type of buy-in — similar values, a shared why, and a compatible mission. Meaning, we want to work with others who share our purpose: Fitness for everyone, for life. Powered by coaches skilled at communication, emotional intelligence, and village-building. Rooted in a culture of generosity, resiliency, and a “leave your ego at the door” humility.

If you’re our people, we want you at the table.

For us, this is about the long game, the mission.

We want more gyms to get on the GPP train.

We need more facilities dedicated to resiliency, more coaches who encourage people to chase difficulty. Because running a business is hard, being a parent is hard, being a caretaker to your parents is hard, and we could keep adding to this list all the other difficult things we’re expected to do as humans. Hard things are part of life, and we want to train people to be physically, mentally, and emotionally prepared for the good and tough times.

We want to work with affiliates of all sizes. If you’re not profitable now, we want you to be profitable. If you’re doing well, we want you to do even better.

If one of us succeeds, we all do. It’s about the larger mission at hand.

We see this pricing move to be in alignment with our vision: Fitness for decades, for everyone. Led by skilled, kind coaches who show up and serve.

How Our Pricing Works

When you start the sign-up process for our Gym Program, you choose a monthly price that feels good, right, or appropriate to you.

Then, you’re asked a series of questions:

  • What is your greatest strength as an affiliate?
  • What would you like to improve?
  • What was your most recent affiliate success?
  • What was the most recent mistake you made as an affiliate?
  • Write a quick summary of your affiliate’s journey up until now.
  • What programming are you currently using? In-house, or a different programming company? Has your programming been following a daily Strength + Metcon structure? Any other type of cycles?
  • Why do you want to use WUWO at your affiliate?
  • Do you think that CrossFit is the most effective methodology for making people more fit?

In a nutshell, we’re all about the three C’s:

  1. Coaching
  2. Culture
  3. Community

That’s where we shine. We’ve built profitable businesses by giving a lot of energy to those three pieces, and we’d like to strengthen your business by doing the same.

To do that, we need to get to know you a little. These questions give us context so we can assess if we’re a good fit for you.

* This pricing structure is for our Gym Program only. Our other programs (Kids, Teens, Oly, Competitor) are written by fantastic people who we want to support with full pricing.

One Last Thing

We’d like to go ahead and set a clear boundary: If it becomes clear that you are more interested in taking advantage of a cheap price than you are in showing up and serving your community, then we will reach out and have a chat about your membership. We are a small crew and we want to keep our community tight.

As we said before, this is about changing the barrier of entry to the right one for us: A shared mission or purpose.

We expect you to show up to the table ready to work.

If you’d like to know more, here is our Gym Program.

Zoom 101 for CrossFit Affiliates & Coaches

Pat Barber Covid-19

Most gyms and affiliates around the world are working harder than they’ve ever worked, adapting to a changing world and completely pivoting their entire business model in the span of hours or days. Part of this transition is learning new platforms like Zoom (for virtual at-home workouts) while experimenting with different ways to keep community engagement high in a digital space.

In the past few weeks, people have shared some amazing ideas in our private Facebook group for members.

We’d like to share a few of those with you so you keep your community strong throughout this crisis.

Zoom 101

Most affiliates are conducting online classes (at-home workouts) via Zoom, so here’s some stuff to know about the platform:

Zoom → Facebook Live

Some affiliates have integrated Zoom with Facebook so the Zoom calls are automatically published to Facebook Live. What they’re finding is that some people don’t want to show up for a Zoom call but when a video is pushed to Facebook Live and they can watch it on their phone, they see how much fun everyone is having, and they’re more likely to get involved. It lowers the barrier to entry. Here’s how to do it: Streaming a Zoom Meeting on Facebook Live

Community Engagement and Zoom

A lot of affiliates have said, “When I’ve reached out to some members, they just want to talk. They need to talk with somebody.” People need people. This is one of your superpowers right now — you offer community. Led by leaders who actually care about people. Don’t get so caught up in offering fitness that you forget that a lot of people just want to see the faces of their friends, share stories, and laugh with each other. Give attention to this question: How can I bring people together during a time of social distancing and shelter-in-place?

Happy Hour
Several affiliates are hosting a weekly happy hour where they schedule a Zoom call or Facebook live, pour themself a drink, and chat. They’ve noticed that people talking over each other, and the screen jumping back and forth, hasn’t really been an issue, especially if they use Gallery View and teach people how to Mute/Unmute.

Trivia
Some affiliates are hosting Trivia Nights in Zoom by using the Breakout Rooms feature, which allows you to split people into teams:

Icebreakers
Use Icebreakers to get everyone smiling and talking. Make space for social interaction more than you normally would in class, as that’s what people really need right now. Here’s A List of 143 Icebreakers we wrote years ago. We also have a small collection of Would You Rather… Questions.

Participation

In talking with a lot of people in the past few days, it seems like some gym members haven’t been showing up for virtual classes because they’ve had the mindset of, “Hey, it’s a week off, just like a vacation.” Thing is: This is not a one or two-week situation. We have no idea how long this is going to last. So, we need to shift people from “meh, it’s just a week” to get them to understand that they need to build better, more sustainable habits into their lifestyle. Reach out to members who’ve been MIA and check on them. They might have some serious stuff going on in their life, they might not understand how you’re doing the at-home workouts (or be intimidated by the process), or they might need a little encouragement to get off the couch and get moving again (it doesn’t help that new movies & T.V. shows keep getting released on streaming services).

Managing a Virtual Team

Simon Sinek has led a remote team for over 10 years. In the following video, a team leader explains a weekly ritual they use called the “Huddle” to connect, build trust and get to know each other as people. It’s 75 minutes each week, just to build relationships and show appreciation, not talk business or strategy.

And with that, we’ll just say: Take care of yourself, your loved ones, and your community. We’re all in this together.

Additional Resources

How We’re Adjusting Our Session Plans During Covid-19

A Preview of an At-Home Workout Session Plan

At-Home Workouts: Go Slower, Move Better

Pat Barber Coaching, Covid-19

It’s friggin awesome that so many programmers are providing communities with at-home workouts throughout Covid-19. Amidst uncertainty and fear, we’ve seen incredible generosity. And my gosh at the resiliency and adaptability — affiliates have changed their business models and systems in the span of one week.

As we move to at-home workouts, I want to point out the #1 problem with home gym training: Repetition of movement patterns.

We all know that a lack of variance ultimately leads to overuse.

I lay out some quick and easy solutions in this video.

To sum it up (for you skimmers): Move better, go slower, hit those end ranges.

 

Resources mentioned in the video

Kelly Starrett’s The Ready State

Active Life’s Bulletproof Programs — Read about Sean’s “Support Your Gym” initiative on Instagram where you get $50 off all their programs (Shoulders, Hips, Back, etc.) and then they mail that $50 to the gym of your choice.

Additional Resources

How We’re Adjusting Our Session Plans During Covid-19

A Preview of an At-Home Workout Session Plan

Also, we’re giving everyone free at-home workouts throughout Covid-19. You can see the master list of at-home workouts here (we’ll update this blog post as we release new PDFs). There’s no need to give us your email or anything. We’re not trying to add your name to a sales funnel. You can grab the PDFs and immediately start planning your clients’ workouts. What you get is 6 workouts a week with movement demonstration videos. It’s a solid foundation you can build on. (Members of WUWO get a more in-depth daily video, customized warmup, and bonus programs to challenge folks and keep them moving, like a push-up program. Which you can see here.)

Why We’re Moving to Choose a Fair Price — We’ve transitioned our Gym Program to a Pay What You Want-ish model indefinitely.

 

A Roadmap for Running a Gym During Covid-19

Pat Barber Coaching, Covid-19, Gym Management, WUWO

As cities, counties, states, and nations call for organizations to close temporarily and people to stay at home, we’d like to talk about how to keep your community healthy and strong during this outbreak.

This is by no means an exhaustive road map, but it’s one that we’ll continue to add to as developments occur and affiliates share what’s working for them.

PHASE 1

**SKIP TO PHASE 2** (This part is already out of date)

In this phase, your local community has not been as affected by the virus yet. Your doors are open, people are attending classes, and you’re concerned with best practices for how to keep your people healthy and happy.

Educate Yourself on Covid-19

Look to the CDC’s Youtube account and other resources to educate yourself on the virus, how it spreads, and what you need to do to keep your members safe.

For instance,

  • You can carry Covid-19 for 14 days after exposure without experiencing any symptoms. Which means if you have members who’ve been traveling, they could be carriers of the virus for 2 weeks before they realize they’re sick. Knowing this, you’d call these members and ask that they stay home for 2 weeks before returning to the gym. You can offer them at-home workouts and virtual coaching (more on this later) to keep them moving and resilient. At the end of that cycle, if they don’t have any symptoms, they’re welcome to return. By offering up a virtual coaching solution, you protect your entire community while also taking care of a member who may potentially become ill (more on what to do when that happens later).

From there, with knowledge of the virus, you can create your procedures.

Develop an SOP Document — Standard Operating Procedure

A Standard Operating Procedure is a document of step-by-step instructions on how to execute a task. It’s a detailed explanation of the process. The idea is to make the SOP so clear, so easy to understand, that anyone could walk-in and “get it.” Essentially, you make yourself redundant as a leader. They don’t need you around to know what to do and how to do it.

Develop a plan for what processes you want to put in place and how you want to communicate that to your staff.

  • What are the processes around social distancing?
    • Will you cap classes to a certain size?
    • How will you cap? Will people have to pre-register? What system will they use to do so?
  • What are the processes around cleanliness and sanitation?
    • Will you provide hand sanitizer, or require people to wash their hands upon arrival?
    • What supplies will be available for people to wipe down equipment before AND after their workout?
    • How often will the gym be cleaned?
  • How do you intend to keep your people safe? And who’s responsible for what?
  • Here’s an OSHA article that outlines training staff on sterilization, etc.
  • Alyssa Royse of Rocket CrossFit in Seattle wrote about how they created an advisory panel of doctors (who are also members of the gym) and what they did to keep members safe. Here’s the article: Running a Gym & Covid-19. She includes screenshots of Facebook post announcements where she’s explaining the new procedures to members so that everyone is clear on what the gym is doing to protect people from the virus.
Educate Your Staff

Train your staff on your new procedures — what you’re doing to keep them safe and members safe. Coaches will be cleaning body fluids (sweat, etc.) off the floor and equipment, so they need to be educated on how to do that properly so they don’t get sick.

You also need to educate them on Covid-19, what they can say to members, and who’s responsible for what.

Educate Your Members

Overcommunication is not a thing right now. It does not exist. You need to frequently (more frequently than you probably think) update your members on what you’re doing to keep them safe, how you’re responding to new developments, and what they’re required to do to protect themselves and others.

Alyssa Royse, of Rocket CrossFit in Seattle, shares some examples of this in her article Running a Gym & Covid-19.

Bottom line: Use your social media channels and email to clearly lay out your plan and what you expect from them. Nothing fear-based. This is our time to lead, to remain calm so we make better decisions, and to educate our members on health & wellness.

Be Really Obvious About Cleaning

When people walk into the gym, it should smell like sanitizer. Don’t hide the cleaning process. Be really open and obvious about it so that everyone understands you’re doing what you can to keep them healthy. They need to see it and smell it.

Going back to the SOP…

Members also need to know their role in cleaning. Are they washing their hands upon arrival? Are there cleaning supplies to use to wipe down the barbell before AND after they workout?

What are members expected to do? And what are coaches expected to do?

Make sure everyone is 100% clear on who’s responsible for what.

Again, this goes back to education.

  • Educate on Covid-19 and the risk of body fluids. Explain how often you’re cleaning equipment, how they’re supposed to clean the equipment, how often you’re cleaning the floors (sweat angels are a risk now), etc.
  • Give step-by-step instructions.
  • Remind people that you’re keeping class sizes small and cleaning frequently to minimize the risk of exposure. Explain what else you’re doing to keep them and their families healthy.
  • Everyone needs to know how to safely sanitize to decrease their risk of exposure while cleaning.

If cleaning isn’t your skill, hire someone.

Remember, people justifiably feel like their lives and the lives of their loved ones are on the line here, so be respectful and act accordingly. This is not a drill. This is real.

If people doubt your ability to keep them safe, they’ll cancel their membership.

In short: Overcommunicate and Overclean.

Remove High-Risk Carriers from the Space

If you have doctors, nurses, paramedics, etc., you need to call these members and move them to at-home workouts with 1:1 or virtual coaching. We don’t know any medical professionals who would put up a fight. They got into their fields to save lives. They understand preventative healthcare. They understand people are scared. They are also fully aware that they have the highest chance of exposure.

When you bring a solution to the table, like at-home workouts and virtual coaching, it lets them know that you care about them AND you’re willing to do what’s necessary to keep everyone else healthy too. (More on at-home workouts and virtual coaching later.) They’re going to be willing to work with you to come up with something that makes sense.

Side note: You might also consider opening up a group thread with nurses and doctors (who are members at your facility) so they can share developments with you that you can pass along to your whole community. They are a wonderful resource for your gym right now, and could really help you keep your folks more informed.

Remove Potential Problems

If you have Open Gym, shut that down for now. You have no control over who’s showing up, how many people are working out together, whether or not they’re cleaning their hands or the equipment, etc. It’s a risk you don’t need right now.

Also, now isn’t the time for drop-ins. You don’t know where they’ve been traveling to and from, whether or not they’ve passed through high-risk areas, what they do for a living, etc. Someone might tell you what they think you want to hear just so they can get in their workout for the day. It’s a liability issue and it’s not worth it.

Closing these down will show your members that you’re doing your absolute best to protect them, and that’s worth more than drop-ins.

If you’re a gym with a lot of drop-ins, find a way to connect with people via virtual coaching. Give passer-by’s an at-home or virtual coaching option. Get creative if you really need that revenue. There are platforms/apps you can use. But protect your community FIRST.

Talk with High-Risk Members About What to Do

If you have elderly members, children/teens, or people with compromised immune systems, you need to talk with them about the facts, their risks, what you’re doing to keep them safe, and then give them some options, like moving to at-home workouts.

Role Play Scenarios

Phase 1 is about figuring out your procedures. What you’re going to do and how you’re going to do it. If this, then that sorta scenarios.

If you don’t anticipate potential situations, you won’t plan or accommodate, which puts you in a defensive or reactionary position.

Chris Cooper of Two Brain Business recently hosted a Town Hall on Covid-19 where he talked about the importance of briefing your team on different situations, and then he listed a few of these scenarios.

Here are some potential scenarios you’ll need to role play with your staff:

  • A client has been exposed to the virus at your gym (because of an infected member)
  • A client is diagnosed with Covid-19 (but not because of your gym)
  • An ER nurse, who’s a member, wants to keep coming to normal classes
    • Our suggestion: At-home workouts
  • An ER nurse wants to join the gym as a new member
    • Our suggestion: At-home workouts
  • A couple has just returned from traveling to a place with confirmed Covid-19 cases
    • Our suggestion: At-home workouts for at least 2 weeks. If they don’t show any symptoms after 2 weeks, they can attend normal classes and follow safety/sanitization procedures.
  • A member wants to cancel because they’re afraid
    • Have some alternatives that you could offer, such as at-home workouts or virtual coaching. That way, they’re still a member and they get to work out in the safety of their own home.
    • Relax your rules on freezes or cancellations.
    • Keep in mind: People are genuinely terrified right now. And when the dust settles, they’re going to remember how you treated them when they were terrified. Not only will they remember, they’ll tell everyone they know too. Just do right by your people and figure the rest out later.

Regarding ill clients: We would not share names with other members, but we would alert our community to the fact that someone has been diagnosed with the virus. We would clearly state how we intend to offer support to this member, and what we’re doing in response (to keep everyone safe).

  • Personally, we’d freeze or cancel their membership (now is not the time to work out), but continue to offer them mobility/restorative movement that is low-key and beneficial.
  • We’d also have a PDF or list of things they could lean on. That might be simple recipes (check with licensed nutritionists), informative videos/articles, anything that will make them feel more empowered in such an uncertain situation. The objective is to offer is to serve and support these people as best we can, within legal limitations, and without exposing ourselves or our loved ones to risk.
  • We’d also offer to pick up some groceries and supplies and drop them off on the front porch. Or find some other way to offer them support.
  • We’d close the gym for a day and do a deep clean. Probably even hire professional cleaners and alert them to the situation.

You also need to know what sort of advice you can offer legally. For instance, what sort of nutrition advice does your state allow you to make? We find that during times like this, people will lean on you more and ask a lot of questions. You need to know what you can and can’t say, and maybe have a list of references you could pass along. These could be local professionals, like nutritionists, etc., or could be helpful blogs or social media accounts that provide a lot of education and are run by licensed professionals.

Nutrition Guidance

If ever there was a time to educate your members on nutrient-dense foods, it’s now.

This is one of the main tools in the kit for prevention. Education around food & the immune system could benefit a lot of people.

Create and share simple recipes that are nutrient-dense, affordable, accessible and doable for the masses. Grocery lists (with associated recipes) make it so much easier on folks. One grocery list that gives you X number of meals…now that’s showing up and serving your people!

Lead daily check-ins to see how everyone is eating and feeling.

Share resources by licensed professionals or trustworthy sources. Nothing fear-based or out of reach.

Here are a few places to check for nutrition resources:

Practices for Prevention and Stress Management

You could also share tips on tools for stress management. Videos on breathwork, lifestyle changes that people could make that might protect them from the virus… Just ask yourself: How can I help my people feel calmer? Get more rest? Have a better attitude or mindset? What’s going to help them get through this?

Even if they don’t get sick, their job might be affected, they might be house-bound and feel isolated, they might be experiencing more anxiety or stress than normal (which isn’t great for the immune system) because they’re worried about their grandparents, their friend who just had a baby, or their aunt with an autoimmune disease.

As coaches and mentors, our role and impact go far beyond the barbell. What we offer is not just access to equipment or a group fitness class. We are not an alternative for a 1990s workout video. We offer health, resiliency, longevity, community, and support for the whole human.

PHASE 2

In this phase, you’ve either opted to temporarily close your doors or been required to do so.

Programming: At-Home Workouts

We’ll be posting at-home workouts every week to this blog post. These are free and meant for everyone.

Here’s the programming so far:

We’ll add to this list as time goes on.

Each workout is bodyweight or low load. You can use gallons of water, laundry detergent jugs, or other objects you find around the house.

To make things super easy on you and your people, we’ve also included movement demonstration videos. That way, there’s no confusion over things like “Barbell Wipers” or “Hip Flows” or “Sumo Squats.”

(Members of WUWO: We’ll also send you a daily video that’ll go deeper into each workout.)

How to Deliver At-Home Workouts

You can run at-home workouts in a variety of ways.

You could host group Zoom/Skype calls and offer coach-led classes this way.

  • If you do this, be sure to educate your members on how to use the platform of your choice. Someone might skip the workout because they’re nervous that you’ll see them work out in their pj’s in their messy living room. Teach people how to log-in, blackout their screen, etc. The less friction people feel with the platform, the more likely they are to actually use it.

You could offer personal training type of sessions, very 1:1, via Skype/Zoom.

What we’re suggesting is to divide your members amongst your coaching staff and then text them the at-home workouts. Here’s how that would look:

  • Coach Jenny gets everyone whose last names begin with A – F, Coach Steve gets G – N, etc.
  • Every day, they INDIVIDUALLY text each person. This is not a mass text, group thread, or mass email. You send each member a personalized text message saying, “Here’s the workout. Here are the videos that will demonstrate the movements. Here are the scales/subs for you (individualize this). And here’s what YOUR goal should be for the day (again, this is personalized). (If you can work-in the “why” behind the workout, that’s specific to them, that’s awesome sauce.) Text me your results. If you’re not up for working out today, when would you like me to check-in? Tomorrow?”
  • You can share these results to your private Facebook group for members, etc.

We like this process because:

  • It’s simple and easy. Everyone knows how to text.
  • It gives coaches a daily touch-point with every member, which is an opportunity to see how people are feeling, get feedback on how you could serve your community more, send people more information and resources, and so on.
  • It makes people feel like you’re taking care of them. Which you are.

Remember: The service you provide, as a coach, isn’t tied to a specific space or a specific set of equipment.

People can download all sorts of workout apps or videos these days. If they wanted a fitness instructor at the front of the class, shouting at them through the screen, they could have that for free or for very cheap. That’s not what you’re providing them. You’re not a group fitness instructor. COACH them.

As the coach, you’re going to make or break this process.

It’s up to you to dig down deep and take even better care of your people than you already do.

How to Keep Coaches Working

Small businesses and economies are going to suffer because of this outbreak. That is a given.

However, it doesn’t have to be doom and gloom. At least, not yet.

Just because people aren’t showing up to your physical space, doesn’t mean that you’re barred or banned from providing them with tremendous value and service.

Send them at-home workouts.

Offer great nutrition resources and support.

Provide an online space where people can connect with one another during a time of social distancing.

Share positive videos and articles that will give your people tools they can use to take care of themselves and their loved ones in times of uncertainty and anxiety.

Be a leader.

Your coaches may not be showing up to the gym and coaching a full hour but they will be reaching out and coaching people with at-home or virtual workouts. You can also delegate tasks, like creating recipes or nutrition PDFs, researching content that could be helpful, etc.

Ask your coaches how they want to contribute.

Share your financial reality with them: Everyone needs to step up in ways they haven’t before so that we make it through this storm.

If you have part-time employees who you know will face extreme hardship without your paycheck, see if you can afford to give them an advance for classes they’ll coach in the future. Or find other ways they can contribute right now and pay them what you can for those services.

We’re reminded of stories from the 2007/2008 financial crisis when many businesses were on the brink of closure. Instead of laying off dozens or hundreds of employees, they asked all their employees to give up some of their benefits, take 2-3 weeks of unpaid time off, or to work less hours. The idea: It’s better that we should all suffer a little than any of us have to suffer a lot.

Honestly, this idea translates to members too. Some won’t be financially hit by the economic impact of Covid-19, and some will. Perhaps you could have open conversations, when the time comes, about reducing pricing for those who are hardest hit while asking those who can afford it, to pay the normal rate. If your messaging is village-minded and appeals to everyone’s humanity, people will rise to the occasion. These situations can yield beautiful, unanticipated results where people come together in ways you didn’t think possible.

Share Your Reality, Tactfully

A lot of affiliates are concerned about a mass exodus. Rightfully so. That would not be good for business.

Strategies to prevent this:

  • If people are concerned about their safety, offer at-home workouts or virtual coaching.
  • If people are concerned about their finances because they might lose their job, have some solutions to offer them.
    • Are you prepared to offer scaled/reduced pricing?
    • Do you have other products that you could sell them that would benefit them?
      • Something like a significantly reduced rate for 2 or 3 at-home workouts a week
      • Or even a PDF with at-home workouts where you take a template and customize it for them so it’s more personalized than a list of workouts.
      • Or a membership to an affordable nutrition program
      • Or even a PDF of recipes
  • If people freeze their memberships, schedule a goal review in 30 days. Say, okay, “I’d like to schedule a goal review with you about 30 days from now so we can check-in to see how you’re doing.” This gives you an opportunity to reach out at the end of 30 days, and it often leads to keeping that member around.

If you’re going to have public conversations about your finances, you need to really think about your language and messaging.

There’s integrity, and there’s damage control.

The truth is: You need memberships to stay alive. People understand this.

They also have their own troubles.

So, it’s going to be more complicated than you sharing your financial reality. They have theirs too.

Which is why instead of panicking and trying to protect your current business model, you need to adapt.

In Simon Sinek’s The Infinite Game, he talks about resiliency amidst cultural change: “Publishers saw themselves in the book business instead of the spreading-ideas business and thus missed the opportunity to capitalize on new technology to advance their cause. They could have invented Amazon or the digital e-reader. Had the music industry defined themselves as the sharers of music rather than the sellers or records, tapes and CDs they would have had an easier time in a world of digital streaming. By defining themselves by a cause greater than the products they sold, they could have invented services like iTunes or Spotify. But they didn’t…and now they are paying the price for it.”

Be the solution to your members’ problems.

Ask, listen.

Show up and serve.

If you can forget yesterday, set aside your perfect picture of how it’s supposed to look and how things are supposed to be right now, get curious, stay open, and serve your people, you’re going to be okay.

Expand Your Reality

If you have more free time, and you don’t want to give it all to Netflix and terrifying news reports, here are some mind-opening books:

Also, Sean Pastuch of Active Life RX is giving away his Online Coach Awareness Seminar, which normally goes for $499 – $999. He was supposed to launch the programs later this Spring but has released them to everyone for free because of Covid-19. Sean is being a leader in the industry right now, offering a free Zoom call every Wednesday at 4:30pm Eastern and sharing tons of resources to his Facebook group and Instagram followers.

Thank you to everyone out there doing right by your people. It is our intention to keep putting out free workouts throughout Covid-19. You don’t have to opt-in to an email list for us to market to you and try to sell you stuff. That would be super lame. You can find all the workouts in the list in this article (go up the page a bit) or just look at this page: At-Home Workouts & Covid-19.

We will do our best to share resources until this crisis is over.

Take care of yourself, your loved ones, and your community.

Now is the time for us to be our very best selves.

Additional Resources

How We’re Adjusting Our Session Plans During Covid-19

A Preview of an At-Home Workout Session Plan

At-Home Workouts for Covid-19

Pat Barber Covid-19, WUWO

These are uncertain times for us all.

We work with CrossFit affiliates around the world, several of which have temporarily closed their doors because of Covid-19. When they asked us how they could keep their communities healthy with online or virtual coaching, we decided to create bodyweight versions of all of our programming. And that’s what we intend to do until social distancing is no longer necessary.

If this hasn’t impacted your community yet, it’s only a matter of time.

As we learn more and gather more information, we’ll definitely share resources or tips to help you weather the storm.

In the meantime, we’d like to offer everyone free at-home workouts that you can pass along to your people.

You can run at-home workouts in a variety of ways.

You could host group Zoom/Skype calls and offer coach-led classes.

  • If you do this, be sure to educate your members on how to use the platform of your choice. Someone might skip the workout because they’re nervous that you’ll see them work out in their messy living room. Teach people how to log-in, blackout their screen, etc. The less friction people feel with the platform, the more likely they are to actually use it.
  • Here’s Zoom 101 for Gyms and Coaches

You could offer personal training type of sessions, very 1:1, via Skype/Zoom.

What we’re suggesting is to divide your members amongst your coaching staff and then text them the at-home workouts.

Here’s how that would look:

  • Coach Jenny gets everyone whose last names begin with A – F, Coach Steve gets G – N, etc.
  • Every day, they INDIVIDUALLY text each person. This is not a mass text, group thread, or mass email. You send each member a personalized text message saying, “Here’s the workout. Here are the videos that will demonstrate the movements. Here are the scales/subs for you (individualize this). And here’s what YOUR goal should be for the day (again, this is personalized). (If you can work-in the “why” behind the workout that’s specific to them, that’s awesome sauce.) Text me your results. If you’re not up for working out today, when would you like me to check-in? Tomorrow?”
  • You can share these results to your private Facebook group for members, etc.

We like this process because:

  • It’s simple and easy. Everyone knows how to text.
  • It gives coaches a daily touch-point with every member, which is an opportunity to see how people are feeling, get feedback on how you could serve your community more, send people more information and resources, and so on.
  • It makes people feel like you’re taking care of them. Which you are.

Remember: The service you provide, as a coach, isn’t tied to a specific space or a specific set of equipment.

People can download all sorts of workout apps or videos these days. If they wanted a fitness instructor at the front of the class, shouting at them through the screen, they could have that for free or for very cheap. That’s not what you’re providing them. You’re not a group fitness instructor. COACH them.

As the coach, you’re going to make or break this process.

It’s up to you to show up and serve your community to the best of your ability.

At-Home Workouts
Each workout is bodyweight or low load. You can use gallons of water, laundry detergent jugs, or other objects you find around the house.

To make things super easy on you and your people, we’ve also included movement demonstration videos. That way, there’s no confusion over things like “Barbell Wipers” or “Hip Flows” or “Sumo Squats.”

(Members of WUWO: We’ll also send you a daily video that’ll go deeper into each workout.)

This list will be updated weekly:

We’re all in this together.

Dare to Lead by Brené Brown

Taz Barber Book Club

Summer is slowing down here in the US of A, and we are looking forward to Fall with its cooler weather, pumpkin everything, and a slower pace for curling up with a good book (JK, we have kids…(lol)). The truth is, personal and business growth is important to us, and even though sometimes we feel like we are caught up in this hamster wheel of small biz life and parenting, we still want to make sure we are growing and learning. We need some accountability, though. This is where WUWO affiliates and coaches come in!

We are committing to reading a book every couple of months (that means 2) that will help us on this journey. Topics will range from business, leadership, relationships — everything is on the table! We want you to read along with us, and then at the end of the 2 months, we will all come together and discuss the book in a relaxed ‘fireside chat’ environment. Ok, ok, we are starting a Book Club. There, we said it. There is no pressure to join, and you can come and go as you please. We will post updates etc. to the Facebook Group and through email.

Our first book is Dare to Lead by Brené Brown. We’ll read it in September and October, and discuss it at the beginning of November.

If you’d like to participate, here are some resources for you:

Worksheets and other downloadables
Leading From Hurt vs. Leading From Heart

We can’t wait to gather together for an online chat about everything we’ve underlined and highlighted in this book. Brené is a wonderful human and we will forever be grateful for her work.

BarBend Podcast: CrossFit’s Past, Present and Future

Pat Barber Coaching, Podcast Interviews

I recently spoke with David Tao of the BarBend Podcast about:

  • What I look for in great coaching
  • My experience with the L1, L2, L3 and L4
  • How word-of-mouth marketing is even more important now that CF has shut down some of their social media accounts
  • My thoughts on the 2019 Games
  • Why I think some people in the community dislike the competition side of things

One of the most interesting parts of the conversation, for me, happened right at the end when we talk about living “the good life.” I’m still learning, still growing, so don’t hold me to this forever, but something that’s been pretty transformational for me in the past several years is my mindset around the word “happy” and what it takes to live in that state. Here’s where I’m at now: It’s not about adding happiness to your life. It’s about removing things that make you unhappy. It’s a minimalist approach that is about creating more space, not packing life even more full. So, I’m trying not to add more stuff to make myself happy. I’m removing the people, things, processes and systems that make me unhappy (as best I can).

If you’re into giving it a listen, here’s the podcast episode. Oh, and if you’re more of a reader, they include transcripts below the audio player that makes it super easy to read the interview.