The coronavirus pandemic, lockdown and aftermath have given human behaviourists new insights into global consumer behaviour,” said Ken Hughes.
“For fitness business owners, this is an important time in your working life because there’s been a lot of disruption and everything has changed quickly.
“If you stand still, you’ll be moving backwards. When everything stops, the winners move into the space. You need to get ready for the next 24 months.”
Predict and prepare
“The captive economy, with consumers in lockdown, is unique,” he said. “It’s global and spans all ages, beliefs, languages and locations.
“You need to appreciate consumers’ concerns and anxieties. Data from YouGov shows only a proportion of people will feel comfortable with the idea of going back to the gym.
“Understand what they want, need, and expect during recovery, and you will thrive,” he said.
“Consumers are rethinking what is important,” said Hughes – “make sure you’re one of the things they need, rather than one they can do without.
“Devise a strategy and start investing in key stages: the next six weeks, the next six months, and the next two years.
“Understand the strong desire for human connection and you can grow the business more than you ever thought possible. 2021 could be a significant year for your business.”