While our clients wait and prepare to reopen indoor gyms and leisure facilities, we’ve been finding out what the closure period has been like for our clients and what they have in place ready to safely reopen.
Keeping over 40,000 members active
Stevenage Leisure Limited (SLL) is a registered charity and a leading leisure trust which serves local communities across Hertfordshire, Bedfordshire and Rutland. In partnership with 4 local authorities, 3 academy trusts, and 1 Parish Council, SLL operates a diverse portfolio of indoor and outdoor facilities – including leisure centres, theatres, swimming pools and a golf centre.
Prior to lockdown, SLL’s leisure facilities were enjoyed by over 70,000 customers and 40,000 members across 23 sites. The Trust focuses on delivering quality leisure facilities and family services throughout South East England. SLL cater for all members of the community with customers ranging from casual pay and play users, through to those customers paying monthly or annually to access the whole range of activities and facilities available.
Maintaining engagement during the closure
Following the closures on 20 March 2020, SLL was quick to offer virtual classes from the likes of Les Mills and others to members. These have been well received, SLL has offered a discount to members for a full Les Mills On Demand subscription.
The leisure trust benefited from having a mobile app that has been used to communicate regularly with members, including to promote the virtual classes on offer.
Members were surveyed to understand sentiment towards returning. The survey found that many are excited to return and would use facilities the same or more upon reopening. It also identified that the cleanliness and social distancing were the two biggest concerns held by members about returning. This has allowed SLL to shape its communications to help overcome these concerns.
Members show SLL support
Membership payments represent a vital revenue stream for SLL. Members were given the choice to continue Direct Debit instalments during the closure period to support their facilities, in return for free services once gyms and centres reopen. Around 3,000 members chose to support SLL in this way – showing the importance of facilities to local communities.
Like most operators, SLL has seen a decline in member numbers during the closure period – with spikes following the lockdown, and then again on 23 June when it was announced that gyms and leisure centres would not be reopening on 4 July.
Golf proves popular
When the go ahead was given to reopen some outdoor facilities, the golf centre was reopened. This has proved very popular with both current and new members. A higher than usual volume of new memberships have been taken up. A positive for SLL and a keen sign that communities are looking to get active however is permitted.
SLL is putting safety of both customers and colleagues at the heart of reopening plans. For this reason, it chose not to reopen its outdoor activity centre as social distancing and lack of online bookings/check-in capabilities posed a risk to be addressed first.
Combining virtual and in person attendance
As virtual classes proved popular throughout the lockdown, SLL is now looking to stream live classes (once these recommence) via the mobile app. This takes up a new feature of the app and allows members to opt to attend in person or virtually – keeping more people active while maintaining safety.
Along with guidance from ukactive, Swim England, CLUK, Les Mills and others, data available via the Legend solution has informed reopening plans. Throughout the lockdown, and before, bookings and attendance data has been analysed to identify the right classes to offer, as well as the best timing.
Upon reopening, class sizes will be reduced by approximately 50%. By regularly reviewing online reporting data, SLL will be able to adjust its services based on demand and live streaming volumes to better serve customers.
Keeping customers safe upon return
As well as smaller classes that must be booked in advance, all gym and swim sessions will need to be pre-booked. Slots of 45 minutes-1 hours will be available with gaps to allow for cleaning – extra cleaners will be used to support the teams.
SLL has adjusted its gyms to allow extra room per person. Changing rooms will be closed initially too. For swimmers, double lanes will be available to maintain social distancing. Swimmers should arrive ready to swim. Where possible, cafes and other spaces will be used to house exercise equipment to allow more customers to workout.
One-way systems are in place throughout the leisure centres, including entry and exit points. Much like in shops, pubs and cafes, Perspex screens have been installed at reception desks which will be staffed by one person to allow for colleague distancing. Regular hand sanitation stations are located around the facilities, and there are banners and signs throughout the facilities which will explain safety measures in place and remind customers of social distancing requirements.
SLL is ready to reopen with teams having worked around the clock to ensure the right plans are in place to protect customers and colleagues.
“We’ve not been closed, we’ve been planning for months for the best way for our members and community to get back to being active in the safest, securest and cleanest way.”
Rich Gunney, Head of CRM Software, SLL & InspireAll