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打造“云健身”,没你想的那么容易

Rachel King
2020-04-25

请看一位健身教练如何应对新冠疫情。

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几年前,毕业后的迈克·摩瑞尔斯一直在为自己的专业橄榄球梦想而打拼。他在成长期间经常出入健身房,后来自己也开了一家。

摩瑞尔斯说:“指导人们实现自己的目标十分有意思,而且颇有成就感。我从没把这当成一项工作。”

一开始,摩瑞尔斯在当地的训练营帮忙,训练青年运动员。但最终,这家开启其执教生涯的这健身房倒闭了。该健身房位于加州的圣卡洛斯,距离旧金山约30分钟车程。

因此,他孤注一掷,把所有家当用于投资收购以及购买设备、续租场地、添置新系统,并将这家健身房更名为Advanced Sports Performance & Fitness,于2013年开始营业。如今,新健身房提供团体健身课程和私教陪练服务,同时,他还继续从事着青年运动员的培训工作。

近期,《财富》杂志采访了摩瑞尔斯,询问了有关新冠病毒对其所处行业以及未来规划的影响,并了解了他在面对疫情时如何管理自身情绪和财务状况。

为简明起见,以下对话内容有所删改。

迈克·摩瑞尔斯于2013年在旧金山南部开设了Advanced Sports Performance & Fitness,并在此从事青年运动员培训工作。图片来源:Courtesy of Advanced Sports Performance & Fitness

《财富》:你是什么时候意识到新冠疫情会对自己的健身房产生影响的?到目前为止影响有多大?

摩瑞尔斯:我在3月9日便知道,疫情将会影响我的健身房。当天,邻县颁发了禁止千人以上聚会的禁令,健身房中的每个人都在谈论这个事情。

当时我就想,应该非常谨慎地对待这件事情,我们开始每天对健身房进行深度清扫,并改变了健身计划安排,这样每个人都能够在健身时保持较远的距离,且无需再共用同一个设备。我们的教练负责叮嘱每个人使用高乐士消毒巾擦拭他们接触过的任何事物。当州长纽萨姆频频发布各项声明时,我们依然十分乐观,因为我们的团队已经在实施政府强制推行的一些举措。

但一切都在3月16日那天发生了改变。那个周一是我人生中最短暂,也是最漫长的一天。我了解到,我们的一名会员确诊感染了新冠病毒,我们随即关闭了健身房。而后,随着我们起草会员和员工通知,州长纽萨姆宣布了一项指令,像健身房这样的业务必须关停,解禁日期待定。

接下来的12小时可谓是转瞬即逝。我们向会员告知了确定病例(包括他们最近一次什么时候来的健身房),并宣布我们将通过Zoom推出虚拟课程,也邀请那些不介意的会员前来拿取或借用健身房设备,以便在可预见的未来使用。在隔离命令即将生效之前,健身房就已变得空空如也。但仍有50多人过来拿走了设备,而且我们收到100多条会员的回复,他们表示将尽可能地保留其会员。我们的成年人会员并没有抛弃我们,到目前为止,我们仅失去了4名月度会员。

我们并非技术专家,但独立健身房所有者们迅速进行了沟通,并分享了在Zoom课程设置方面的最佳实践,而且除了日常存在的带宽问题之外,我觉得我们已经摸索出了会员喜闻乐见的绝佳虚拟体验。我们有点播视频剧集、健身效果对话、快乐时光,甚至还有一个4月月度挑战赛,每周的奖品是厕纸。

但我依然没有找到青年培训项目以及私教培训课程方面的收入维持方法,所以要说我的健身房一定能挺过去,那就是一种不负责任的表现。但会员的任何积极反馈都会使我们的团队对健身房的回归充满信心。会员完全与我们同舟共济,而且不得不承认,每当有人告诉我要续费时,我都会流泪,当然是高兴的泪水。

你的健身房推出了每日视频播客《隔离日志》。你希望你的会员从中获得什么,他们对此是否有反馈意见?

从就地隔离命令颁布之日起,我们便开始拍摄录制课程的短视频,以便提供灵活、带有喜剧感的持续健身方案。超过50%的会员都已经入会三年以上,而且他们习惯于观看教练与个人互动,并相互打趣。

我们意识到,很大一部分会员都在公司身居要职,无法参加我们的Zoom现场训练营。因此除了发布这些可供他们随时观看的视频之外,我们还会提供上述较短的视频以供他们选择。这些视频是免费的,而且我们也高兴地看到,一些会员会在社交媒体上传播这些视频,并向其朋友和家人发出挑战,完成这些视频中的内容。我们获得了有关这些健身内容的积极反馈,但大多数反馈都与我们的教练和健身房狗的互动有关,或是批评我们的健身着装。

我们有一个点播视频剧集、健身效果对话、快乐时光,甚至还有一个4月月度挑战赛,每周的奖品是厕纸。图片来源:Courtesy of Advanced Sports Performance & Fitness

对于会员和非会员来说,自我隔离的人士如何在家进行一些锻炼,你在这方面有什么建议?

在保持健康方面,最重要的就是为自己制定一个计划,并从日程中抽出这部分时间用于锻炼。如果自己一直以来并不怎么关注健身,那么每天至少应该抽出30分钟的时间进行运动。

我们也知道,目前社交媒体上与健身相关的内容可谓是铺天盖地,最重要的一点在于找到适合自己的锻炼方式,并持之以恒。可以简单地选择两到四种锻炼方式,每一种做10至20组,然后不断重复,持续10分钟。有时候越简单越好。

除了健身房业务之外,在这个动荡的时期,你平时在情绪和精神方面有没有遇到什么问题?

情绪每一天都像过山车一样,从闭店之后的“是战是逃”心理斗争,到学习和实施运营虚拟健身房所需的技术,还有安抚、平息会员和雇员的情绪。一切基本上都是从零开始。

毫无疑问的是,没有会员的支持,我们的店无法活下去。就像我会尽力给会员和雇员加油打气一样,他们也给了我前行的动力。此外,我觉得可能就我有一条不怎么喜欢隔离的狗。通常,布兰斯顿(健身房的狗)每天会在健身房遇到至少150人,它很纳闷这段时间这些人都去哪了。(财富中文网)

译者:Feb

几年前,毕业后的迈克·摩瑞尔斯一直在为自己的专业橄榄球梦想而打拼。他在成长期间经常出入健身房,后来自己也开了一家。

摩瑞尔斯说:“指导人们实现自己的目标十分有意思,而且颇有成就感。我从没把这当成一项工作。”

一开始,摩瑞尔斯在当地的训练营帮忙,训练青年运动员。但最终,这家开启其执教生涯的这健身房倒闭了。该健身房位于加州的圣卡洛斯,距离旧金山约30分钟车程。

因此,他孤注一掷,把所有家当用于投资收购以及购买设备、续租场地、添置新系统,并将这家健身房更名为Advanced Sports Performance & Fitness,于2013年开始营业。如今,新健身房提供团体健身课程和私教陪练服务,同时,他还继续从事着青年运动员的培训工作。

近期,《财富》杂志采访了摩瑞尔斯,询问了有关新冠病毒对其所处行业以及未来规划的影响,并了解了他在面对疫情时如何管理自身情绪和财务状况。

为简明起见,以下对话内容有所删改。

《财富》:你是什么时候意识到新冠疫情会对自己的健身房产生影响的?到目前为止影响有多大?

摩瑞尔斯:我在3月9日便知道,疫情将会影响我的健身房。当天,邻县颁发了禁止千人以上聚会的禁令,健身房中的每个人都在谈论这个事情。

当时我就想,应该非常谨慎地对待这件事情,我们开始每天对健身房进行深度清扫,并改变了健身计划安排,这样每个人都能够在健身时保持较远的距离,且无需再共用同一个设备。我们的教练负责叮嘱每个人使用高乐士消毒巾擦拭他们接触过的任何事物。当州长纽萨姆频频发布各项声明时,我们依然十分乐观,因为我们的团队已经在实施政府强制推行的一些举措。

但一切都在3月16日那天发生了改变。那个周一是我人生中最短暂,也是最漫长的一天。我了解到,我们的一名会员确诊感染了新冠病毒,我们随即关闭了健身房。而后,随着我们起草会员和员工通知,州长纽萨姆宣布了一项指令,像健身房这样的业务必须关停,解禁日期待定。

接下来的12小时可谓是转瞬即逝。我们向会员告知了确定病例(包括他们最近一次什么时候来的健身房),并宣布我们将通过Zoom推出虚拟课程,也邀请那些不介意的会员前来拿取或借用健身房设备,以便在可预见的未来使用。在隔离命令即将生效之前,健身房就已变得空空如也。但仍有50多人过来拿走了设备,而且我们收到100多条会员的回复,他们表示将尽可能地保留其会员。我们的成年人会员并没有抛弃我们,到目前为止,我们仅失去了4名月度会员。

我们并非技术专家,但独立健身房所有者们迅速进行了沟通,并分享了在Zoom课程设置方面的最佳实践,而且除了日常存在的带宽问题之外,我觉得我们已经摸索出了会员喜闻乐见的绝佳虚拟体验。我们有点播视频剧集、健身效果对话、快乐时光,甚至还有一个4月月度挑战赛,每周的奖品是厕纸。

但我依然没有找到青年培训项目以及私教培训课程方面的收入维持方法,所以要说我的健身房一定能挺过去,那就是一种不负责任的表现。但会员的任何积极反馈都会使我们的团队对健身房的回归充满信心。会员完全与我们同舟共济,而且不得不承认,每当有人告诉我要续费时,我都会流泪,当然是高兴的泪水。

你的健身房推出了每日视频播客《隔离日志》。你希望你的会员从中获得什么,他们对此是否有反馈意见?

从就地隔离命令颁布之日起,我们便开始拍摄录制课程的短视频,以便提供灵活、带有喜剧感的持续健身方案。超过50%的会员都已经入会三年以上,而且他们习惯于观看教练与个人互动,并相互打趣。

我们意识到,很大一部分会员都在公司身居要职,无法参加我们的Zoom现场训练营。因此除了发布这些可供他们随时观看的视频之外,我们还会提供上述较短的视频以供他们选择。这些视频是免费的,而且我们也高兴地看到,一些会员会在社交媒体上传播这些视频,并向其朋友和家人发出挑战,完成这些视频中的内容。我们获得了有关这些健身内容的积极反馈,但大多数反馈都与我们的教练和健身房狗的互动有关,或是批评我们的健身着装。

对于会员和非会员来说,自我隔离的人士如何在家进行一些锻炼,你在这方面有什么建议?

在保持健康方面,最重要的就是为自己制定一个计划,并从日程中抽出这部分时间用于锻炼。如果自己一直以来并不怎么关注健身,那么每天至少应该抽出30分钟的时间进行运动。

我们也知道,目前社交媒体上与健身相关的内容可谓是铺天盖地,最重要的一点在于找到适合自己的锻炼方式,并持之以恒。可以简单地选择两到四种锻炼方式,每一种做10至20组,然后不断重复,持续10分钟。有时候越简单越好。

除了健身房业务之外,在这个动荡的时期,你平时在情绪和精神方面有没有遇到什么问题?

情绪每一天都像过山车一样,从闭店之后的“是战是逃”心理斗争,到学习和实施运营虚拟健身房所需的技术,还有安抚、平息会员和雇员的情绪。一切基本上都是从零开始。

毫无疑问的是,没有会员的支持,我们的店无法活下去。就像我会尽力给会员和雇员加油打气一样,他们也给了我前行的动力。此外,我觉得可能就我有一条不怎么喜欢隔离的狗。通常,布兰斯顿(健身房的狗)每天会在健身房遇到至少150人,它很纳闷这段时间这些人都去哪了。(财富中文网)

译者:Feb

While chasing his dream to play professional football after graduating college a few years prior, Mike Morales had spent a lot of time in gyms growing up before opening his own.

"Coaching people to achieve their goals was fun and rewarding," says Morales. "It never felt like work."

Morales started by helping out a local bootcamp class and training youth athletes. Eventually, the gym where he started coaching in San Carlos, Calif., approximately 30 minutes south of San Francisco, was going out of business.

So he took a leap of faith and decided to invest everything he had into buying the equipment, taking over the lease, putting new systems in place, and rebranding it as Advanced Sports Performance & Fitness when he opened in 2013. Today, the facility offers group fitness classes and personal training, and Morales continues to work with young athletes.

Fortune spoke with Morales for a new series, The Coronavirus Economy, to ask about how COVID-19 has affected his business and his plans for the future, and to get a sense of how he has been handling this news, both emotionally and financially.

The following Q&A has been condensed and lightly edited for clarity.

Fortune: When did you realize that the outbreak of COVID-19 was going to affect your business? How has it so far?

Morales: I knew it was going to affect business on March 9. That day, our neighboring county banned gatherings of 1,000 people or more, and it was all anyone in the gym wanted to talk about.

In what I thought at the time was acting in an abundance of caution, we started deep cleaning the gym daily and changed our programming so everyone was working out far apart and stopped sharing equipment. Our coaches held everyone accountable for using Clorox wipes on everything they touched. As Governor Newsom’s announcements became more frequent, we maintained optimism as our team was already complying with what he was enforcing.

Then everything changed on March 16. That Monday was the shortest and longest day of my life. I learned that one of our members tested positive for COVID-19, and we began to shut the gym doors for two weeks. As we were drafting communication to our members and informing staff, Newsom announced a mandate that businesses like ours would need to close without an end date.

The next 12 hours happened in an instant. We informed members of the positive case (including when they were last in the gym), announced that we would be holding classes virtually via Zoom, and invited those who felt comfortable to pick-up and borrow equipment for the foreseeable future. By the midnight shelter-in-place deadline, the gym was empty. More than 50 people came by to grab equipment, and we had more than 100 responses from members committing to stick with us as long as they could. Our adult members have endured with us, and so far we have only lost four monthly memberships.

We are far from a technical team, but the independent gym owner community came together quickly to share best practices on Zoom set ups, and apart from my daily struggles with Comcast for bandwidth, I think we’ve figured out a great virtual experience that our members are enjoying. We have an on-demand video series, accountability sessions, happy hours, and even an April monthly challenge where the weekly prize is toilet paper.

I still haven’t figured out a way to maintain revenue streams from the youth programming or personal training sessions, so I’d be remiss if I said that I’m confident that the business will endure. Every bit of positive feedback from our members is keeping our team optimistic that we’ll have a business to come back to. Our members have completely rallied around us, and I have to admit that there are tears every time someone tells me to renew their subscription. Happy tears.

Your gym launched a daily video podcast, The Quarantine Chronicles. What do you want your members to get from it, and have they provided any feedback?

We started filming short, pre-recorded videos the same day shelter-in-place was ordered to provide flexible workouts with a sense of continuity and comedic relief. More than 50% of our members have been with us for more than three years, and they’re used to watching our coaches interact in-person and poke fun at each other.

We’ve come to learn that a good number of our members are essential employees and can’t make our live Zoom bootcamp workouts, so in addition to posting those for them to follow along with whenever they can, we have these shorter videos that they can choose instead. The videos are free, and it’s been fun to see our members post them to social media and challenge friends and family to complete them. We’ve gotten positive feedback on the content of the workouts, but the majority of feedback is related to the interaction between our coaches and gym dog—or their disapproval of our outfit choices.

For members and non-members alike, do you have any recommendations for how people in self-isolation can get in a bit of exercise while at home?

The biggest thing anyone can do to maintain their fitness is create a schedule for themselves. Commit to carving out that time in your schedule for exercise, and if working out hasn’t been a priority, then prioritizing at least 30 minutes a day to be active.

We understand that there is an overwhelming amount of fitness-related content flooding social media, and the most important thing is to find out what works for you and commit to it. It can be as simple as choosing two to four exercises, doing 10 to 20 repetitions of each, and repeating that over and over again for 10 minutes. Sometimes simple is best.

Aside from business, how have you been coping—emotionally, mentally—from day-to-day during this tumultuous time?

Every day is a rollercoaster of emotions. From the fight-or-flight aspect of shutting our doors, to learning and implementing the technology needed to run a virtual gym, while providing reassurance and a sense of calmness to members and employees. It’s basically starting all over again.

There isn’t a shred of doubt that we would be closed for good without the support of our members. As much as I hope we’ve been keeping their spirits high, they keep me going. Also, I think I have the only dog not enjoying quarantine. Branston (the gym dog) usually gets to greet at least 150 people a day at the gym, and he wants to know where everyone is.

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