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Member Engagement Series: Educational Content

Posted By Hilary Harris, Thursday, April 16, 2020
Educational Content

It’s been five weeks since the first climbing gyms closed their doors to their communities. Since that time we have seen gyms around the world - in classic climber style - dive into the problem solving strategy that is at the core of what climbing is about. We have a giant route in front of us that has never been climbed and are not even sure where it goes. This is a true adventure, so we need to dig deep into our toolkits to optimize our chances of making it to the top.

 

As with all challenges, opportunities arise for those that are resourceful and innovative. Consider this time as an opportunity to strengthen your relationships with your customers by engaging them in new and meaningful ways.

 

Last week I wrote about how to keep your climbing gym community engaged during closure due to COVID-19. Let's take a closer look at creating educational content.

 

Content Curation

Most climbing gyms offer a variety of programs and classes. They range from kids programs and teams to yoga and fitness classes to technical clinics.

 

In thinking about creating online content, consider the enormous amount of resources available that you can share. Rather than always attempting to reinvent the wheel, think about how you could instead curate content - using your gym platform as a means to share other people’s content.

 

It may seem counterintuitive that this would increase interest in your gym. Wouldn’t that just direct people away from my channels? The answer is no! Sharing content shows that you are plugged into the industry and are providing additional value to your members.

 

If you do this enough then people will know that your gym provides them with valuable information, and that’s what this game is all about: creating value.

 

Original Content

The advantage of producing original content is that it continues to connect people with your staff and your local community. If the content is done professionally with the right equipment (i.e. lighting, microphone, staging, etc.) then it could bring long term value to your gym in ways that curating content cannot.

 

The downside of it is that if whoever is recording the content does not have the equipment to make a video repurposable, their time may be better utilized by researching content they can add their own comments to and then reshare.

 

Every gym is different and has different resources, so I recommend that you assess your situation carefully before paying people to produce content. Make sure that your investment brings you value both in the short and the long run. It looks like it is going to be a while until things return to business as usual.

 

Live vs. Recorded

There are a variety of platforms available to share video content. Some are better suited for live streaming classes while others are best for uploading recorded content.

 

User experience is considerably different when participating in a live stream vs. a recorded video. Live stream gives people a sense of belonging together more so than watching a recorded video. It also allows for two-way communication.

 

One downside is that if someone cannot join, they miss the class - although it is possible to record the class and upload it as a video later.

 

Pre-recordings allow for editing and producing a more professional product that can bring you enhanced long-term value.

 

Below are some additional resources to look at when considering what platforms to use for what.

Kids Programs & Teams

Programming for youth offers a lot of opportunities, but I don’t recommend attempting to keep kids engaged for multiple hours, multiple days per week online. It is probably a good idea to reduce the online time during practice and assign more homework that can be done on their own time in between official meeting time.

 

Use Zoom or Google Hangouts to run an online practice focused on body weight conditioning and presenting scholastic information such as analyzing videos. Both platforms allow for screen sharing and seeing multiple people at once.

 

Be sure to save time at the end of practice for the kids to just hang out together online. The social time is incredibly valuable for them.

 

Yoga

There are literally thousands of online yoga classes and apps available for people to choose from, so you may be thinking that there is no point in providing these through your gym. It may be a good idea to recommend some of these if you do not offer yoga, but if you do then your instructors likely have a following and this is a great time for them to build it.

 

I have heard stories of some instructors bringing in hundreds of folx into an online class and increasing their following across state lines. Not only does this bring value to your local gym, it also helps your instructors increase their supporters.

 

I recommend using Zoom or Google Hangouts to run your classes if you want to see your participants and be able to cue off of them. If not, Facebook Live is also a good option.

 

Fitness & Training Tips

Fitness is similar to yoga in that there are thousands of videos available. Again, if you have instructors at your gym that can create original content from home, great! Even if they can utilize the content curation strategy and post it through your social channels with a short commentary from a familiar face, your members will be grateful.

 

If they do create original content, have them upload a video and edit it if needed. It can then be uploaded to either IGTV, YouTube, or Vimeo to name a few.

 

Technical Classes

This is a perfect opportunity to share your technical expertise with your community. Use your platform (IGTV, YouTube, or Vimeo) to share valuable tech videos or have your instructors record videos from home.

 

While technical skill sets may be hard to teach without the gym as a resource, there are many basic things you could teach and/or reshare. Some examples include:

  • Knot tying
  • Terminology
  • Rope handling and coiling
  • Traditional gear - types, ways to use it
  • Gear reviews (shoes, harnesses, belay devices, etc.)

Stay tuned for more in-depth articles on member engagement strategies in the upcoming weeks!

 

Hilary HarrisAbout the Author

Hilary Harris is the Founder of EVO Rock + Fitness. A licensed architect, retired professional climber and coach, and experienced gym owner, Hilary has been involved with all stages of business planning, design, construction, operations and expansion of climbing gyms in various markets across the US. Hilary has overseen strategic brand and business development in varying capacities for EVO since 2010. She also holds a Leading in Finance Certificate from Harvard Business School.

 

Tags:  branding  climbing culture  community development  coronavirus  COVID-19  customer experience  customer service  marketing  member communications  programming  tech strategy  youth team 

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8 Ways to Keep Your Climbing Gym Community Engaged During COVID-19

Posted By Laura Allured, Friday, April 3, 2020
Updated: Tuesday, July 14, 2020
Member Engagement Strategies

What is value and how do we maximize it? In the world of climbing gyms, value is created fundamentally by building a community that continues to evolve over time. It is about creating your own company culture and vibe - creating a place that people want to come back to time and time again.

 

So what happens when a global pandemic forces your community to scatter literally overnight? Does the community vanish into thin air?

 

Predominately a bricks and mortar business, climbing gyms are scrambling to figure out how they can keep their membership engaged and hopefully, as a result, continue a stream of membership revenue (albeit not as much as before) to get them through this period of closure.

 

In fact, keeping your community engaged during this time could be the difference between riding this crisis out and being forced to close your doors forever. The challenge in front us: How do we keep our communities engaged, provide valuable content, and create not just a short-term fix, but long-term value for our organizations?

 

Fortunately, there are plenty of opportunities to engage folx during this time. Consider it a chance to think outside of the box.

 

After spending a lot of time talking to gym owners, managers, and marketers, I’ve developed a brief overview of eight ways to keep your community engaged while stuck at home. Over the coming weeks we’ll add in-depth articles on the advantages, implementation considerations, and challenges in each of these categories.

 

1. Educational Content

Most gyms offer an array of educational programs for kids and adults. While it is virtually impossible to practice climbing physically without a climbing wall, there are plenty of online activities that can help you expand your curriculum. Opportunities include:

  • Yoga and fitness classes
  • Kids programs (e.g. Abbreviated online team practices)
  • Adult programs (e.g. Gym-to-Crag classes)

Suggested Platforms for Streaming Content: IGTV, Zoom, YouTube, Facebook, Vimeo

 

Read More →

 

2. Selling Product

Online retail is not a new concept. In fact, according to the 2019 Indoor Climber Survey, when asked where people shop for climbing gear and clothing, respondents most frequently answered online. While setting up a full-blown online retail presence may be too large of a task to take on, there are low hanging fruit options available.

3. Blog

Blogs are an excellent way to drive community involvement and traffic to your website if the content is high quality and relevant. If you don’t have a blog on your website, now is a great time to start one. Here’s a guide from HubSpot to get you started.

Read More →

 

4. Online Events

People love going to events, and gyms provide the perfect venue for bringing groups of people together. It may seem unlikely that an online event would be received as well as your in-person events, but Zoom Happy Hours with friends and family have taken on a new meaning. Here are some suggestions of how you can modify this concept for your gym community to get together socially while keeping physical distance.

  • Fireside chats/meetups/happy hours - including members as experts
  • DJ silent discos
  • Auctions

5. Competitions

OK. So we can’t have traditional climbing competitions at our facilities right now, but there are plenty of opportunities to tap into people’s competitive and creative instincts. In fact, when asked about their motivations to climb in the 2019 Indoor Climber Survey, “having fun” was ranked the highest, followed by improving or maintaining physical and mental health. Online competitions can serve both of these needs and can act as a catalyst to increase community involvement.

  • Post photos and tag your gym
  • Exercise contests (e.g. Pull-ups, push-ups, daily challenge, etc.)
  • Trivia

6. Community Partnerships

We are all in this together and climbing gyms have the advantage of being as much community centers as fitness centers. Surely there are other businesses in your area that have been affected by COVID-19, so why not come up with creative ways to mobilize your community channels to support them?

  • Meal of the day - support local restaurants
  • Collaborate with local CSA’s/farmers
  • Partner with local businesses on promotions

7. Inspirational Content

There are an infinite number of possibilities here. Lots of brands, organizations, and individuals are creating awesome content, so you don’t have to reinvent the wheel. Think of a theme you want to focus on, do some research, and share the content that resonates with you. You can even put a call out to your social following to ask what content is keeping them psyched while they’re at home. Remember, the idea is to keep people engaged, and sharing this type of content helps with that.

 

NOTE: If you decide to quote someone from an article or another blog, make sure you credit them. If you are unsure about it, reach out to them and let them know that you would like to share it. Chances are they will be happy to have their work shared.

  • Films
  • Photos
  • Podcasts
  • Interviews
  • Articles

Read More →

 

8. Survey

Tried all of the above but still need more ideas? Now is a great time to hear from your members about what they would like. Surveys send a positive message that you genuinely care about them and give them the opportunity to engage in a more meaningful way. Who knows? You may get a higher response rate than normal because people are spending more time online.

 

What some tips on writing good survey questions? SurveyMonkey has an excellent article on that!

 

More to Come!

There’s a lot to dig into in some of these categories, so be sure to read the follow-up articles linked above. Also, check out our Community Call on member engagement strategies from Tuesday, April 7. We had an awesome panel discussion with gyms who have quickly implemented creative strategies to keep their members engaged.

 

WATCH WEBINAR

 

Hilary HarrisAbout the Author

Hilary Harris is the Founder of EVO Rock + Fitness. A licensed architect, retired professional climber and coach, and experienced gym owner, Hilary has been involved with all stages of business planning, design, construction, operations and expansion of climbing gyms in various markets across the US. Hilary has overseen strategic brand and business development in varying capacities for EVO since 2010. She also holds a Leading in Finance Certificate from Harvard Business School.

 

Tags:  branding  climbing culture  community development  company culture  coronavirus  COVID-19  customer experience  customer satisfaction  customer service  marketing  member acquisition  member communications  member retention  programming 

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Membership Communications During Gym Closures

Posted By Laura Allured, Tuesday, March 24, 2020
Updated: Wednesday, March 25, 2020
Closure Messaging

As climbing gyms across the country and the world shut their doors to slow the spread of the COVID-19 virus, questions have emerged about how to communicate with members and customers. Here are a few tips and considerations…

 

Be Transparent

Develop a plan for your closure and clearly communicate it to your members. Things are changing rapidly, but you can avoid confusion by letting them know why you’re closing, how you made the decision, and how you’ll continue to evaluate the situation. Your plans will likely have to change as this situation unfolds, but people like to know that you have their best interests at heart.

 

Also, don’t be afraid to ask for what you need. Everyone’s financial situation is different, but many of your members will be happy to have an opportunity to support you. They want you to continue to exist after this crisis is over and many of them will be willing to put their money where their mouth is.

 

Opt-In vs. Opt-Out

The opt-in vs. out-out debate is tricky. Do you put your revenue on the line by asking members to opt-in if they’d like to continue their membership during the closure, or do you put your gym first and opt members into paying by default?

 

“One thing I considered in making our decision is our membership demographic as a whole and how our decision plays into a broader picture of income inequality. For example, by utilizing opt-out are we shifting the burden to those who most need the money? Those who may be more stressed during this time and aren't paying attention to Facebook or the hundreds of emails we're all getting everyday about the virus,” explains Dana Caracciolo, General Manager of Doylestown Rock Gym & Adventure Center.

 

Though income inequality is an important consideration, a downside to the opt-in approach is that you're relying on your member's bandwidth to respond to your request. This will inevitably have a negative impact on the proportion of members who keep their membership in place.

 

One way to address these competing priorities is to use your staff’s time - those that you’re able to keep on payroll - to call every member and ask for their support directly. You’ll get the opportunity to connect with your membership in a new way, as well as the peace of mind knowing that the members who are still contributing are in a financial position to do so.

 

Stay Positive

This may be a tall order in such an uncertain time, but try to keep a positive tone in all of your communications right now. Use an active voice instead of a passive voice, avoid overly negative phraseology, and don’t dwell on the circumstances for your closure.

 

“Nobody needs to hear the world is falling right now,” says Kristin Horowitz of Ascent Ventures/The Pad Climbing. “Give them a reason to believe and they’ll keep supporting you because you’re giving them that.”

 

Be Authentic

“Communications need to match/mirror the relationship the owner actually has with their members, and the owner themselves,” advises Wes Shih of Sender One. Authenticity is key with all communications, so keep that in mind to avoid a scenario where your messaging comes across as disingenuous and backfires.

 

Communication Examples

Here are just a few examples of membership communications put out by climbing gyms from across the country:

5.Life Closure Messaging Example
Doylestown Rock Gym Closure Messaging Example
Sender One Closure Messaging Example
The Pad Closure Messaging Example

 

Laura Allured Head ShotAbout the Author

Laura Allured is the Marketing & Communications Manager at the Climbing Wall Association. Laura is the editor of the CWA's blog, Thrive, and also manages the CWA’s Industry Research Program, including the annual indoor climbing industry study. Originally from the Chicagoland area, she got her start climbing in 2012 at Vertical Endeavors and has been hooked ever since.

 

Tags:  branding  coronavirus  COVID-19  customer service  marketing  member communications  member retention 

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Building Brand Awareness for Your Climbing Gym

Posted By Megan Walsh, Sunday, December 15, 2019
Updated: Tuesday, December 10, 2019
Brand Awareness for Your Climbing Gym

Where websites were once the mainstay for prospective clients looking to learn more about a business, social media has now taken over–becoming the first-and-last stop for many folks interested in who you are as a business and what you do.

 

This has created an opportunity to develop your brand identity and captivate your audience, both present and future, with a story: who you are, what’s important to you, and how they can be part of it.

 

What Is Brand Awareness and How to Build It

Simply put, the goal of brand awareness is to increase the number of folks who know about your business. From hanging posters around town, to creating a unique hashtag, to giving out stickers, to newspaper advertisements, there’s a brand awareness strategy for any budget.

 

You want your brand awareness strategies to create broad-reaching engagement in your community and identify your gym as a dedicated member of the community. Some examples include:

  • Sponsoring climbing festivals, film premieres, or conferences
  • Volunteering at events or creating an opportunity for members to volunteer
  • Boothing at your community’s local events

Each of these opportunities, while important and worthwhile, requires a high level of engagement, planning, and resources. To reach some of the low-hanging fruit to build brand-awareness, look no further than your online content streams.

 

Building Brand Awareness Through Social Media

Social media usage increased by 9% in the past year, bringing the global total to 3.48 billion users across various platforms. Despite pesky algorithms, social media offers brands an opportunity to truly connect with their audience. It’s a space to promote special offers, encourage climbing stoke, and host conversations about the state of climbing–whether that’s climbing access issues, the latest comp results, or if a 9.8 or 9.5 is an optimal rope diameter.

 

As a gym owner, you have the unique opportunity to curate the highlights of your gym through social media. Identify the most important aspects of your business model. Maybe it’s your unique connection to community non-profits or the local crag clean-ups you host. Maybe you have a five-star personal training program or a raucous bouldering league. What makes your gym unique and what about your gym would draw in a new user?

 

Brand awareness is about personality and showcasing your business, and most importantly, it’s about quality over quantity.

 

Try to refrain from posting low-quality content on social media. Users, unfortunately, will scroll by that content quickly, which is a loss for the user and the employee who took the time to create the content.

 

With each curated piece ask, “What does this say about my business?” And if it’s not working to provide a deeper understanding, showcase the unique qualities of your gym, or the like, then it won’t benefit your overall branding.

 

Brand Awareness to Brand Recognition

From brand awareness comes brand recognition. When someone describes your gym what would you hope they say? The answer to that question helps identify an overall strategy for brand awareness. Are you a community space? An educational space? A place for all-out stoke at 6 am and 11 pm?

 

An example of strong brand recognition is Starbucks. You likely not only recognize their logo from a highway billboard, but you probably also know that they make premium coffee beverages, champion the no-straw movement, and have a dedicated loyalty program.

 

What do you hope members and non-members would know about your gym just by seeing your logo or by the mention of your name?

 

Continually curate pieces of content that reflect these core tenants so when a member’s friend asks why they should choose your gym over another option in town, the answer is something like, “They have an incredible bouldering league, a tight-knit community that feels like a second home, and they consistently give back to the community,” rather than, “It’s closer to my house.”

 

Conclusion

Brand awareness offers gym owners a way to connect with their community and share their vision for climbing. From a level of brand awareness comes a level of brand recognition, which will have positive impacts on membership sales and retention. With the current climbing gym boom, it’s important to stand out and that members recognize your business is uniquely aligned with their needs.

 

Megan Walsh Head ShotAbout the Author

Megan Walsh is a freelance writer and social media consultant based out of Salt Lake City, UT. Her work has appeared in a variety of outdoor publications like Climbing Magazine, Utah Adventure Journal, The Dyrt, and Misadventures Magazine. When she's not writing or climbing, you'll likely find her curled up with a book near a campfire, backcountry skiing in the Wasatch, or watching re-runs of The Office.

 

Tags:  branding  community development  marketing  member acquisition 

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