Gym operators are pivoting to digital in a stampede to engage with members during the coronavirus shutdown, with David Lloyd Leisure (DLL) being the latest operator to show its hand.
David Lloyd Clubs @Home – just announced – will offer a range of virtual and live streaming workouts, as well as advice and activities for every level and age group.
Delivered by DLL's team of experts, classes have been designed to "re-energise the body and mind" and can be done at home or in the garden.
DLL says the workouts will be rolled out over the next few days and weeks and will be accompanied by expert wellbeing advice and information, and fun activities to help keep children entertained at home.
The launch follows the recent trial of DLL's first live-streamed HIIT fitness classes – Battlebox and Blaze – with a wider programme scheduled for roll-out over the next few days.
Once complete, the portfolio of classes will range from HIIT and weight-bearing workouts through to yoga, Pilates and mindfulness and will be available in a range of languages.
The current crisis has seen operators engaging in a degree of subtle land-grabbing in a bid to establish new relationships with non-members, so although the workouts will initially be available through its members’ app, DLL says it also plans to offer a selection of basic workouts to non-members through social media and the company's website.
DLL has updated its blog to include a virtual hub offering simple workouts from David Lloyd Clubs’ team of experts, including exercises using everyday household props such as tinned cans and laundry detergent boxes.
Also featured are simple stretching moves that can be done at home, a 21-day yoga challenge and advice for runners looking to start jogging for the first time.
DLL says the hub will be constantly evolving.
With schools closed, the operator says it will also soon be launching an online family activity programme delivered by experts from its kids' clubs – DL Kids.
This will offer everything from superhero workouts and dance moves to arts and crafts.
An audio programme of workout and meditation playlists will also be available free of charge via the DLL Spotify page and blog.
HCM spoke to CEO Glenn Earlam in March 2020, you can read the interview here.