Leisure centres, gyms and other indoor leisure facilities provide valuable, vital services to the communities they serve. More so, these facilities are community hubs accessible to all. As we eagerly await news of when reopening will be permitted, the team at Legend has caught up with our clients to find out what the lockdown has been like and the preparations that are in place to welcome customers back.
Delivering vital services to local communities
Operating 21 facilities across Herefordshire, Bridgend County Borough, Shropshire and Swindon, Halo Leisure Services is a registered charity and social enterprise.
Halo was established in 2002 to oversee a diverse range of facilities on behalf of local authorities. Facilities now include gyms, group exercise classes, a golf course, swimming pools, racket sports courts, indoor climbing, children’s activities and more.
The leisure trust serves over 20,000 members and 8,500 junior members. Local communities rely on Halo to help them get more active, more often. Centres provide a diverse range of services to suit all ages and abilities including – pre- and post-natal activities, baby and children’s swimming, GP referral services, students, family activities, exercise for older people, and specialist programmes for people living with autism or dementia and their carers.
Serving communities during lockdown
Keen to keep customers active, Halo@HOME was launched creating a digital hub with access to online home workouts led by Halo instructors and partners such as Shapemaster, Sport Wales, ukactive, Nike and Les Mills. As well as discounts on home exercise equipment.
Halo has continued to engage customers and highlight the value of its services to local communities – particularly those who find exercise a challenge. Making the most of national health and fitness opportunities to do this.
Keen to reduce those customers who may be nervous about returning, Halo sought to understand customer attitudes. It invited its customers to take part in a national post-lockdown attitude survey, as well as inviting parents of those children taking swimming lessons to provide feedback on how they feel about returning to the pool. Results were positive:
● 5,800 responses
● 86% of customers will use the leisure centres the same or even more than before upon reopening
● 94% value community leisure centres the same or more than ever
● 76% feel comfortable about returning upon reopen
To address concerns highlighted Halo has kickstarted a series of communications:
● Outlining plans and procedures for reopening and how social distancing will be maintained in a news story that’s had over 18,000 views: Preparations for Phase 1 of our reopening
● Sharing scientifically sound ‘myth busting’ messages from ukactive and Public Health England
● Sharing photos of facilities being prepared to reopen
● A facility walk through video showing safety measures in place will be produced to show returning customers what to expect
● Post-reopening customer testimonials will be gathered to give voice to positive returns
Halo has been able to reopen its golf course in May – a popular move with a high number of new members signing up, a key indication that local communities are keen to get active.
Likewise, engagement on social media has been high. In April, with the roll out of Halo@HOME , the number of hours viewed on Halo’s YouTube channel increased by a massive 20,614% compared to March 2020. Testament to the fantastic content produced by the Halo team and partners for its customers.
70% of customers told the leisure trust that they are keen to combine in-centre workouts with home exercise so would value online classes as part of their membership package. A digital service has been launched which can be chosen as a stand-alone option as well as being accessible for members.
A safe place to exercise when reopening is permitted
Halo has a raft of changes and plans in place to ensure customers can return in confidence when safe to do so. National governing bodies and representatives have been supportive, Halo has found its retained health and safety consultants invaluable in identifying the right, high quality information to inform robust plans.
Having already used Legend’s solution to manage online class and activities bookings, this has been rolled out to all activities which must be booked and paid for in advance. The Halo mobile app can also be used.
A large number of measures are in place to support social distancing when navigating the centres and taking part in activities. Each facility has a tailored plan in place. Customers will check in at Halo’s kiosks by swiping their membership card or using facial recognition technology. Reception will be available with sneeze guards installed.
To keep more customers active, while maintaining distancing, where possible capacity will be increased by using sports hall space for equipment. Where needed, equipment will be removed or marked as out of use. Rules and cleaning supplies will be in place for team members and customers to keep equipment clean before and after use. One way systems and clear signs and posters will be in place.
Swimmers will be asked to come ‘beach’ ready with dryside changing facilities closed temporarily. Post-swim, showers and changing facilities will be available with clear one-way systems, cubicle management and increased cleaning procedures to maintain cleanliness and distancing.
“We are using the ‘Get U Back’ campaign produced by Community Leisure UK as the basis for our pre and post opening communications. We are ready to go and excited to welcome back our customers, helping more members of the local communities in which we operate get active again. Keeping our customers and colleagues safe and informed is essential.”
Cathy Fletcher, Marketing Manager, Halo Leisure