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Projecting Anti-Racism: Highlights from Flash Foxy’s Stronger Together Episode with Abby Dione

Posted By Anaheed Saatchi, Wednesday, June 24, 2020
Shelma Jun and Abby Dione

As the months continue to pass, it is increasingly evident that our climbing industry is not likely to return to ‘normal’. For some, this might signal sadness and loss. For others, an opportunity has presented itself to finally address and change some very real and damaging aspects of the industry. This is the first in a series entitled, Projecting Anti-Racism, intended to unpack some of the important and complex messages that are coming out of the Black Lives Matter uprisings. Each post will highlight at least one resource and give recommendations for individuals and companies within the climbing industry to take action. The end goal will be for the climbing industry to treat this work as if it were a passionate climbing project requiring patience and perseverance. That said, here is Part I of the series!

 

COVID-19 has slowed us all down, and we are all witnessing, at the very least, the movement taking place in ensuring that Black lives matter. Instead of feeling nostalgic about that old ‘normal,’ we can re-build the climbing industry as anti-racist and decolonized.

 

The recent push for “Justice, Equity, Diversity, and Inclusion” (JEDI) within the climbing industry took a lot of labor on the part of the Black, Indigenous and People of Color (BIPOC) communities. And yet, these words have been absorbed into the social media buzz without long-term structural changes within organizations.

 

Right now, climbing gyms have the opportunity to take action and be accountable for how their spaces have been exclusive. Brands can work to dismantle their white hierarchies. Each individual within the industry, as well as each corporate entity, can practice being introspective, accountable, and active in establishing a new status quo: one that is anti-racist and adaptive in accordance with the Black Lives Matter mandates.

 

If you have chosen to make your career in the climbing industry, then you are operating under a system that was built by white people for white people. If you’re looking for a place to start helping to dismantle that system, and rebuild something better, then the following is a great resource to help you along your path.

 

 

The latest episode of “Stronger Together,” from the Flash Foxy Instagram page offers an insightful conversation between Flash Foxy founder Shelma Jun and Abby Dione, the owner of Coral Cliffs Climbing Gym in Fort Lauderdale, FL.

 

These two phenomenal women share in their love of climbing and discuss complex and nuanced topics. They describe what makes a space welcoming and truly diverse, how to get started in addressing structural racism, and how to take meaningful action.

 

The content of this video is essential learning if you are a gym owner or work at a brand that is just getting started in adopting anti-racist policies and practices. However, anyone in the industry will benefit from tuning in. The conversation felt replenishing for me as someone who writes primarily about these themes and loves climbing.

 

I have summarized five key points just to get the ball rolling:

 

1. Learn. Take the initiative yourself and learn about the ways institutional racism has operated. Then, apply it to the climbing industry. Do not go straight to non-white folks and have them take on the challenge of enlightening you. There are plenty of resources online and countless books written on the subject.

 

2. This needs to be a long-term commitment and the work needs to be done consistently. Both women aptly state throughout the video: this is work. The ‘low hanging fruit’ of social media posts or ads featuring non-white people does nothing to change the structure of racist organizations. Begin by asking, “who are the players in your organization?” If you look around at who is present, and who holds decision-making power, is there a severe lack of representation? Acknowledging and unpacking the problem is the first step before the real work begins.

 

3. This is too much work for one person. Do not dump all of this labor onto one individual at your organization, it’s too much. Ultimately, the company’s vision needs to shift and become anti-racist so that everyone is able to operate under a shared vision.

 

4. Don’t let the fear of making mistakes stop you from trying. Mistakes are to be expected if we can agree that learning how to be anti-racist is a long-term practice instead of a simple shifting of gears. Your BIPOC community understands that there will be blunders along the way, what matters is remaining accountable and working together to get back on track!

 

5. Ultimately, this work is going to benefit everyone. This point gets repeated in the video and I am so glad because it often goes unacknowledged, which is: a company that is anti-racist is an environment for everybody. With enough perspective and persistence, dismantling racism is going to uplift everyone. From there, our shared love of this amazing sport can really shine--and we can be proud to be a part of the industry that connects more people to climbing.

 

If you found this post useful, stay tuned for Part II of Projecting Anti-Racism!

 

Anaheed Saatchi Head ShotAbout the Author

Anaheed Saatchi is a queer and non-binary writer and community organizer. They cover themes of social justice, diaspora, the outdoors industry and identity politics. In 2018, they co-founded the rock climbing initiative BelayALL, based on the unceded territories of the səl̓ilwətaɁɬ təməxʷ (Tsleil-Waututh), Skwxwú7mesh-ulh Temíx̱w (Squamish), and šxʷməθkʷəy̓əmaɁɬ təməxʷ (Musqueam) nations. Examples of their work can be found in Alpinist Magazine and online at Melanin Base Camp.

 

Tags:  climbing culture  community development  company culture  diversity  leadership  workplace diversity 

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Adjusting to the New Reality: How to Communicate With Your Customers

Posted By Laura Allured, Friday, May 22, 2020
Updated: Friday, May 29, 2020
Communicating the New Reality

This post is Part I in a series on communicating with customers about the new realities of running a gym in the age of coronavirus.

 

As the coronavirus outbreak took hold over the last few months, gym owners everywhere have been bombarded with big questions—from navigating payroll assistance and small business loans to keeping customers safe, it’s been a big challenge for our community. Now, as restrictions in North America start to loosen, gym owners are faced with another question: How do we communicate with our members about reopening?

 

It’s an important question. Crisis communication expert Adele Cehrs points out that we’re in the midst of a textbook business crisis: “A crisis is any moment where your business needs to clarify a misperception,” she explains. In this case, that could be “I’m worried the gym won’t be clean enough to keep me safe,” or it could be “I’m a member, so I can do whatever I want.” In crisis communication, Cehrs explains, you walk back on those misperceptions. Here’s how to get started.

 

Communicate Early and Often

According to Cehrs, the amount of communication you’ll need in order to reassure members that it’s safe to return is directly related to how frequently and effectively you’ve communicated over the last few months—if you’ve been posting regularly to your channels and reaching out to members, you’re in good shape. Keep your audience in the loop with an email blast or social post as you move towards reopening, whether you’re doing it in phases or are holding off altogether for a few weeks. Reaching out to members proactively has the added benefit of reminding your customers that they’re part of your community and are among the first to know about important decisions.

 

Set Clear Expectations

As with managing employees and interpersonal relationships, setting clear boundaries and expectations is one of the surest ways to avoid conflict. According to Ted Waldron, an associate professor of management at Texas Tech University’s Rawls College of Business, “keeping patrons well informed of occupancy restrictions, advance registration requirements, facility use agreements, [and] protective measures/behavioral guidelines,” along with remedial actions (for example, one opportunity to comply with facility rules before being asked to leave), “would go a long way in stopping any conflicts before they start.”

 

Reassure Members—and Communicate Your Value

Getting members back to your gym requires trust, says Cehrs. “I have to trust that you can clean this gym better than you ever have before,” she says. “It’s a level of respect that needs to be elevated and communicated.” Her colleague, former FBI special agent and hostage negotiator Chip Massey, agrees. “Gyms will have to reacquire their customers,” he explains, pointing out that folks have been making do with their at-home setups for the last few months. In order to get them back in the door, you’ll need to communicate your gym’s value better than ever, whether that’s your cutting-edge routesetting, access to top-notch training classes, or warm community. This is a great time to step up your efforts to learn individual members' names and preferences, Massey adds.

 

Be as Transparent as Possible

Right now, it’s ok to tell your customers you don’t know the answer. Still, Cehrs strongly recommends having a “holding statement” about your reopening status. This can simply be a range of dates between which you anticipate opening. “That statement has to be genuine, authentic, and feel transparent,” Cehrs says, adding that it’s crucial that gym owners don’t make promises they can’t keep. It’s tempting to be vague or avoid communicating, she says, but that’s a mistake—it provides your members with no reassurance at all. Instead, keep it simple and direct: “We anticipate being able to open between X and Y. Lots of factors might affect the exact date we can open, but we’ll keep you updated as we know more!”

 

Show Customers Where You’re Coming From

This is closely related to transparency. Humanizing your business—an important step in the HEART framework, which Waldron and his co-author Jim Wetherbe outline in the Harvard Business Review—reminds your members that you, like they, are doing the best you can under difficult, unprecedented circumstances. “If people feel like they’re being bullied,” explains Wetherbe, the Richard Schulze Distinguished Professor at Texas Tech’s Rawls College of Business, it’s harder to get buy-in. Instead, he suggests rephrasing statements as questions: “If you’re not wearing a mask, how is that fair to our other members?” Waldron adds it’s important to consider your body language here—more on that in Part II.

 

Anticipate Questions—and Come Prepared With Answers

Your members will likely have questions about everything from physical distancing to whether masks are really “required” to how long until you plan to be back to business as usual. It might help to come up with good answers to some of these common questions and share them among your staff. One question you’re almost guaranteed to get is about cleanliness, so a rundown of everything you’re doing to keep the facility clean, from the parking lot to the bathrooms to the equipment and flooring, is key. “You’ll have to hit on that hard, and do it right away,” says Cehrs, “[Members] are really trusting you, so they need you to reassure them that this is a place they can feel safe.”

 

Even if you’re doing everything right, it’s possible that conflicts with customers will still arise. We’ll cover that in Part II next week.

 

Emma Walker Head ShotAbout Emma Walker

Emma Walker is a freelance writer, editor, and an account manager with Golden, Colorado-based Bonfire Collective. Emma earned her M.S. in Outdoor and Environmental Education from Alaska Pacific University and has worked as an educator and guide at gyms, crags, and peaks around the American West.

 

Tags:  community development  coronavirus  COVID-19  customer experience  customer service  leadership  marketing  member communications  staff training 

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Member Engagement Series: Inspirational Content

Posted By Emma Walker, Thursday, May 14, 2020
Inspirational Content

When a member walks into your gym, you have no trouble engaging them—whether it’s chatting about the great weather you’ve been having, asking what they think of the new routes, or, for members you know well, checking in about how that project at the local crag is coming along.

 

At its core, engaging your audience online and on your social channels is the same. It’s easy to overthink it: Am I using the right hashtags? How many likes should my posts be getting? But when you boil it down, the things you’re posting on your gym’s social channels are just a way to break the ice and get your members talking. View your content as a conversation starter, and you’re well on your way to building solid content.

 

Ask Your Audience

The folks who know best what your audience wants are right in front of you. In fact, they might already be telling you what they want—take a look at your most recent survey results. Do your members give your gym’s yoga classes a five-star rating? Content written by or spotlighting a favorite yoga teacher, whether it’s an Instagram takeover or a blog post, will likely be a hit. Are you getting tons of feedback on the new brand of energy bars you’re stocking? Maybe a series of posts on nutrition for climbers will draw engagement. Don’t be afraid to ask your members directly: “What topics would you like to see our staff write about for future posts?”

 

Draw Inspiration From Others

There’s a reason big-name brands have huge social followings. Your gym may not have the resources to do tons of market research on what your audience wants to see—and that’s ok, because climbing brands (gear manufacturers and sponsored athletes, for example) likely have much of the same audience your gym does. Does a particular climber get tons of likes and comments when they ask their followers a question? Do brands get a huge response when they do a giveaway? Those trends might help you identify what your audience is looking for.

 

Turn the Spotlight to Your Members

It’s always fun to see your own name on the marquis, so to speak. One way to deepen member engagement is to invite members into your feed. This can be as easy as creating a simple hashtag (#climbat[your gym’s name]) that members can tag their photos with, then going through those posts and choosing some to repost on your own channel. It could also mean running a contest: Ask your audience to caption a funny photo; the winner gets to do a week-long takeover of your Instagram account. The more members see themselves and their friends in your feed, the more excited they’ll be to engage.

 

Repurpose Content You Love

Sometimes, it doesn’t make sense to reinvent the wheel. Is there a recent article that’s super relevant to your audience, like a piece in a climbing magazine about your local crag or about climbing gaining popularity? Keep an eye out for news that might interest your audience, whether it’s about the local bouldering scene, a climbing-related podcast with a story that made you laugh or cry, or a review of this year’s hottest climbing shoes. Whenever you repost content, check the creator’s policies—you may need to ask them for permission, and you’ll definitely need to give them credit.

 

Give a Peek Behind the Scenes

Nothing makes an audience feel like part of the in-crowd more than learning what’s going on behind the curtain. Think beyond explaining the reasoning behind a new policy: What inspires you? Maybe it’s a post on the history of your gym, a few tips from a rock-star routesetter, or a Q&A with a coach about how they come up with ideas for classes and training sessions. This category often makes for great evergreen content, meaning it’s relevant just about any time you decide to post it.

 

Ready to Level Up?

If you’re doing the first five items on this list, you’re well on your way to creating a vibrant online community. Keep up the good work!

 

When you’re ready to take your content to the next level, consider the following steps:

  • Find creative ways to engage with your audience. Social media algorithms take engagement—likes, follows, comments, and shares—into account, so actually conversing with your audience makes a difference. (Learn more here.)
  • Develop an email marketing strategy. Showing up in your audience’s inboxes means they don’t have to seek you out to engage. Chances are you collect email addresses from your members anyway, so building a strategy to send marketing emails to your audience is a logical next step.
  • Take a look at your analytics. Your website or blog platform likely has analytics built in, and if you’ve got a business page on Facebook or a business account on Instagram, you can do the same thing for your social channels. Use these tools to understand the best timing and topics for your posts and change up your strategy accordingly.
  • Learn more about search engine optimization (SEO). This is how you’ll ensure that your gym’s posts pop up first when folks search for relevant keywords. These tips will help you get started.

Not sure where to begin with content? Check out our previous post on how to start a blog for your gym.

 

Emma Walker Head ShotAbout Emma Walker

Emma Walker is a freelance writer, editor, and an account manager with Golden, Colorado-based Bonfire Collective. Emma earned her M.S. in Outdoor and Environmental Education from Alaska Pacific University and has worked as an educator and guide at gyms, crags, and peaks around the American West.

 

Tags:  community development  coronavirus  COVID-19  marketing  member communications 

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Better Together: Fundraising for Climbing Gym Staff

Posted By Better Together, Monday, April 27, 2020
Better Together Campaign

The Better Together Climbing campaign is a FREE fundraising opportunity intent on helping leaders in the climbing industry provide financial assistance to their staff members.

 

Simply stated, the campaign started by complete accident. I work at Movement Climbing + Fitness and I had recently finished my first ever attempt at fundraising. It was a GoFundMe page dedicated to assisting a dear friend and colleague of mine. I remember running around like a mad man trying to get as many people as possible to share the campaign link. I did not ask them to directly contribute - just sharing the idea to a broader community was all I could ask for.

 

It was then and still is a value I hold deeply – that many people, rather than a few, who come together to support one another in times of need as well as times of prosperity will always cultivate a stronger community. The goal of that campaign was to raise $4000.00 for my friend, who is also a great friend to many in our climbing community, at Movement. We managed exceed our goal in 3 days.

 

Following that conclusion of that campaign, almost immediately, I began to try and come up with ideas for a new campaign. My partner had recently bought me the Organic shirt where a slice of pie is punching a piece of cake. I love that shirt. But I wanted a shirt with characters getting past their differences and realizing that each one of them is unique, important, and that they were better together than fighting alone. So, I made a call to a friend who had stopped working at Movement to pursue their dream as an illustrator.

 

As our design began to really take shape, it came to me. This fundraiser may be able to help staff members of climbing gyms and other outdoor associations affiliated with climbing. Across social media I began to see so much confusion, frustration, sadness, and anger. But I also saw wonderful acts of grace, kindness, compassion, support, and community action. I truly wanted to help support that narrative. A narrative of empathy, understanding, support, and ultimately a message that binds our community together in a stronger and better way than it was before this challenging economic and health crisis began.

 

In many ways the “Better Together” message that TJ and I believe in was a part of the message all along. Way back to the battered and bruised pastries.

 

Which is why we hope that by offering this fundraising opportunity at no cost to climbing gyms and outdoor associations affiliated with climbing we can help each participating entity generate as much funding as possible for direct financial assistance to their staff while minimizing the financial risk to each and every business involved during these challenging times. We hope that the more you market this campaign/movement, the more money you can generate to assist your teams. You can sign up here to get a free digital marketing kit and to get your gym listed on the storefront. Whenever someone purchases a shirt and selects your gym during checkout you will get $10 for you to provide to your staff.

 

And most importantly we hope you believe in our message too. That we are a stronger community, a more inclusive community, a more resilient community – ultimately a community that is and will always be a community that is Better Together.

 

Sincerely,
TJ Norris & Shane Way

 

ADD YOUR GYM

 

Tags:  climbing culture  community development  coronavirus  COVID-19  employee engagement  employee turnover  human resources  leadership  marketing  staff retention 

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Member Engagement Series: How to Start a Blog for Your Climbing Gym

Posted By Emma Walker, Thursday, April 23, 2020
How to Start a Blog

Gyms across the country are missing their members, and the folks who usually climb at your facility are missing you, too. One way to keep your membership engaged in the virtual realm is a blog your audience can access through your gym’s website.

 

If you’re producing engaging, high-quality content—and, when you’re ready for some varsity-level blogging, using SEO (more on that later)—you’ll not only keep your own members coming back, but also draw in other readers searching for relevant content. Here’s how to get started.

 

Build a Strategy

What’s the purpose of your blog? (It’s ok if the initial answer is “Find a way to keep my members’ attention during the coronavirus outbreak.”)

 

In order to publish content that will keep your members coming back for more, you’ll need to identify just what it is your blog does. One way to do this is to do a brief analysis of your closest competitors or take a peek at the results of any recent member surveys. You’re looking for what sets your facility apart—why do members choose to climb there?

 

Your content strategy is an answer to that question. If members say they love the fitness equipment and classes, maybe at-home workouts and nutrition for climbers are frequent topics. Are your members in love with the routesetting at your gym? Perhaps a Q&A with your star setter to learn what inspires them.

 

The content strategy also addresses logistical details. When and how often do you post? Is your gym’s tone warm and casual or authoritative? Don’t worry if you don’t know the answers to these questions right away—take a guess, and then refine your content strategy as you learn more after publishing a few posts.

 

Stock Up on Content

Consistency is key—the best way to keep your audience engaged is to post content frequently, and on a regular schedule. To that end, you’ll want to build up a bank of content before you launch your blog. That way, you won’t end up with an unexpected gap in coverage if you have a busy week (or worse, launch a blog, post once, and lose your audience’s interest by neglecting to post again).

 

Start by mapping out the next few months’ worth of posts on the calendar. Add timely posts when they make sense for your specific community—a couple of weeks before your annual bouldering comp, a post by your trainer on getting comp-ready, or when the weather gets warmer, a post on cross-training for climbing.

 

In general, you’ll want a fair amount of “evergreen” content—posts that make sense no matter when you publish them, like a history of your gym or spotlights on staff and members. You can use this to fill in the gaps between your timely content pieces. Watch for a future post on ways to create the content your audience wants to see.

 

Pick Your Platforms

It’s possible that your website is already integrated with a blogging platform, in which case that’s probably the easiest way to start your blog. Regardless of whether you’re using that or a popular free platform like WordPress, take some time to familiarize yourself with the analytic tools your platform offers. This is how you’ll learn which days of the week and times of day to post, and how you’ll find out which topics and types of posts are the most popular.

 

Remember that hitting “Publish” isn’t the last step in the process—once those posts are up, you can use your other marketing channels to bring members to your blog. Posting an eye-catching photo related to your new post on Instagram or Facebook, along with a link to your blog and any relevant hashtags, will help draw traffic to your blog, as well.

 

Engage Your Readers

If possible, enable the commenting capability on your blogging platform so readers can ask questions, make suggestions, and swap relevant stories on your posts. (You can even end posts with an invitation to do so: “Do you have other questions you’d like our nutrition expert to answer? Drop them in the comments!”)

 

Whether you have comments enabled on your blog or just on your social channels, checking on those comments regularly (and responding to them) will help you stay engaged with your audience in a positive, collaborative way. It’s also another tool to find out what people like reading—and what they want to see more of.

 

Keep the Cycle Going

Remember: You’re not going to permanently mess up your analytics by posting on a Tuesday instead of a Wednesday. If something’s a flop—whether you get fewer views or the comments section isn’t what you expect—make a note of it and keep trying.

 

There are lots of how-to, step-by-step guides out there on starting a blog and developing a content strategy, so additional support is only a Google search away. One place to start is the free guide from HubSpot.

 

As you go through the process of developing your strategy and starting your blog, be aware that some amount of trial-and-error is normal. Your content strategy is a living document, so don’t be afraid to update it as you gather more information about what your audience wants.

 

Stay tuned for a future post in the Member Engagement Series on how to curate content your audience will love!

 

Emma Walker Head ShotAbout Emma Walker

Emma Walker is a freelance writer, editor, and an account manager with Golden, Colorado-based Bonfire Collective. Emma earned her M.S. in Outdoor and Environmental Education from Alaska Pacific University and has worked as an educator and guide at gyms, crags, and peaks around the American West.

 

Tags:  community development  marketing  member communications  tech strategy 

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Tech Tools to Run Your Climbing Gym Virtually During and After COVID-19

Posted By Caleb Fitzgerald, Friday, April 17, 2020
Climbing Tech Strategy

As COVID-19 has shuttered climbing gyms across the globe, gym owners and managers are stuck determining how to run their business virtually. Climbing gyms by nature are an in-person service. Identifying ways to continue engaging your community is crucial to weathering a long-term closure.

 

After identifying strategies and ideas on how to engage your community, you’ll likely need to find software to assist in collecting information remotely, creating content, and organizing information. I’ve compiled a list of recommended software and broken out the benefits of each as it relates to climbing gym operations. When installed correctly, each of these recommendations will continue to be helpful after reopening. I have included a few specific examples where a recommendation might fit into climbing gym operations.

 

Regardless of which tools are used, all technology should complete two goals for your company. First, the customer needs to find the new process easier. Second, the new technology must beat having a human do the task or process.

 

All these software products are recommendations of my own based on how either I have used or seen them used in climbing gym operations. I encourage you to read through each company feature list and determine what will work best for your specific needs. Lastly, I am not affiliated with any of the companies who offer these software products.

 

Collect Information

Climbing gyms, and frankly all businesses, need to collect information almost every time there is an interaction with a customer. Climbing gyms often collect information to schedule a class, edit a membership, survey customers, or sell products.

 

When looking into software to collect information, it is important to use software that integrates well into your existing workflows. For example, when a customer enters their email it is automatically put into your email marketing software.

 

Typeform Google Forms Formstack Comparison

 

Recommendation – Typeform

 

I personally use and highly recommend the software Typeform. It is well-designed and acts more as a conversation than a typical form. I find its simplicity both helpful for customers and for speed in getting a form up and running. Typeform has 100+ integrations to other applications, a crucial feature to trigger downstream operations.

 

Example use case: Use Typeform to register a participant in a climbing competition. Then, based on the participants responses on competition category, Typeform tags them for an automated email campaign. Emails then go out with segmented content. Those in harder divisions receive content about workout classes and retail purchases while those in easier divisions receive content about introduction to movement classes and community groups. These tags can also be used in the future for updates about the climbing competition in case there is a need to contact one division but not the others.

 

Create Content

Transitioning to a virtual business means focusing many more resources on media for social posts and emails. As this is the main interaction your gym will have with your customers during closure, focus on well-designed content. Luckily, drag and drop design software has made this very easy for those of us who are design-challenged.

 

Canva Spark Snappa Comparison

 

Recommendation – Canva

 

Canva encompasses all the best features of a drag and drop design software. Starting out, the tutorial helps show the workflow that you will want to follow. Templates are titled with terms that make sense to search. In fact, the comparison graphics in this article are made using Canva and took less than an hour to make. At $12.95 a month, it is a great investment to improve your brand’s design.

 

Example use case: Build a cross-channel promotion that has unified design elements. Using a Facebook and Instagram post/story template, create your sale content for social media. Then, take those same design elements and use a banner template for your email campaign. Finally, use a postcard or poster size template with the same style and colors and print a handful for your front desk.

 

Stream Content Publicly

Many gyms are offering online, live-streamed fitness classes and yoga. Most gyms have elected to make these free for anyone to participate in. These classes are often streamed using Facebook Live, Instagram Live, or YouTube Live. All these options are free and easy to use. One is not necessarily better than the other.

 

When determining how to livestream, consider the channels that you typically reach your customer base through first. For instance, if you tend to interact with your customers via Facebook – use Facebook Live.

 

There is one exception to following your customers. If you are intending to co-stream with another person, Instagram Live will likely be your only simple option. Co-streams are great for interviews, Q&As with two people, or highlighting an athlete or business. There is an added bonus that in a co-stream, notifications go out to both users’ followers, effectively amplifying the reach of both accounts. There are ways to co-stream on other channels, but they often require more advanced software and occasionally hardware that is out of the scope of this article.

 

Stream Content Privately or Behind a Paywall

If you are interested in offering classes or other live-stream offerings as a paid service, Zoom and Crowdcast will likely be your best options.

 

Zoom starts at $14.99/mo. I use Zoom and find it very helpful for business-related events. It was really designed for business meetings and sales calls. Only now, mostly by necessity, are they beginning to adapt to other groups. Zoom is the best option currently for any livestream where you want your participants to talk with each other. If you are hosting a webinar and have the budget, I find Crowdcast far more user-friendly and chock-full of features that help promote livestreams.

 

Crowdcast starts at $29/mo. Designed as a platform for creatives to livestream music, art, and other related content, Crowdcast has tons of features to run paid livestreams. Users do not have to download any software and can login via any browser, Android, or iOS-based system. Payments can be charged at fixed prices, sliding scales, or via a pay-what-you-can system. If you decide to use Crowdcast for free events it also allows for multi-streaming. This is where you run your livestream through Crowdcast and the software streams it directly to your other channels simultaneously.

 

Regarding youth programming, both software options can lock the event via password.

 

Run Social Media Efficiently

Social media is an integral part of most climbing gyms. Running multiple accounts across platforms can become tedious and difficult. By using a social media scheduling software, you can log into one account, one dashboard, and cross-post easily.

 

Even more, scheduling software provides crucial insights into the best times to post for maximum engagement. Most climbing gyms do not need to overhaul their entire social media plan to reach more people. Instead, they just need to post when their followers are online.

 

Later Sprout Social Buffer Comparison

 

Recommendation – Later

 

Later’s most compelling feature is the linkin.bio option that gives businesses the ability to link posts to outside websites without having to change the actual link in bio. This works by pulling all your posts from your feed then mirroring them through the linkin.bio link. From here, users can click the post they are interested in and they will be redirected to the link that you choose. Other great features include optimum scheduling times, a media library that links to Google Drive and Dropbox, and a dedicated email for staff to upload content for posting.

 

Example use case: Staff can email media directly into Later for the social media manager to post. Each week, the social media manager can spend an hour or two scheduling out the next week. Any sales or announcements can be coordinated to go out on the same day at the optimum time for followers per channel. Information about what content is performing best can guide what you spend your time and energy on creating later. For example, if posts with cool overhanging moves do better than retail store hero shots ask your staff to get more photos of overhanging moves.

 

Summary

Overall, taking the time to determine what software could make you and your staff’s lives easier will pay dividends through the COVID-19 closure and beyond. Simple changes like reducing the number of steps to register for a competition or timing your posts to go out when customers are scrolling through their social media feeds are easy to do with the right tools.

 

Particularly now when we cannot see each other in-person, it is critical to improve your tech strategy and engage customers digitally.

 

Links to all software mentioned in article: Typeform, Google Forms, Formstack, Canva, Spark, Snappa, Facebook, Instagram, YouTube, Zoom, Crowdcast, Later, Sprout Social, Buffer

 

For more information on how to define and execute your tech strategy, watch the recording of my Community Call! You'll learn how to identify strategies and tech tools that will put your gym in a better position to get back on your feet. (By the way, you'll need to be signed into your member account to watch. Don't have one? Sign up!)

 

WATCH WEBINAR

 

Caleb Fitzgerald Head ShotAbout the Author

Caleb Fitzgerald is the founder of Black Gallina Consulting. Trained as an engineer, he now uses those engineering concepts to help business leaders navigate complex problems. He spent five years as a climbing guide in the Midwest. Nowadays, you’ll find him on his favorite kinds of climbs in the Pacific Northwest – tall multi-pitch climbs.

 

Tags:  community development  coronavirus  COVID-19  customer experience  customer satisfaction  customer service  marketing  member communications  programming  tech strategy 

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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 Hilary Harris, Friday, April 3, 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

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 each of these categories, so keep an eye out for follow-up articles over the next several weeks. In the meantime, 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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Comfort, Progress, and Challenge in Routesetting

Posted By Willis Kuelthau, Monday, March 9, 2020
Andreas Lerch Routesetting

As routesetting continues to develop as a profession and a career, it’s becoming an increasingly important part of modern gyms. With that role comes increased pressure on the quality of setting and the experience of climbers.

 

But the goals of routesetting aren’t always easy to balance — good setting needs to both challenge and entertain, to offer puzzling sequences that remain rewarding. What’s more, most gyms must cater to climbers of widely varying levels.

 

To get some clarity on balancing the demands, I got in touch with Andreas Lerch, Head Routesetter for Vancouver’s The Hive.

 

Andreas oversees routesetting operations for three facilities in the busy Vancouver area, with a fourth location slated for Winnipeg. All Hive locations are bouldering only.

 

Willis Kuelthau: How do you think of your relationship to members and climbers? Are you here to challenge, amuse, both?

Andreas Lerch: I think of my relationship with members and climbers as more than just bringing a product to them — we are bringing an experience. As a crew, we work to challenge and engage the climber as much as possible.

 

With the steady increase of climbers and members, I spend a lot of time balancing what beginner climbers think is fun with what experienced climbers think is fun. Setters often forget that sometimes beginners don't need to be challenged the same way as your strongest members, and we need to get them to the top so that they get hooked and keep coming back for more.

 

With that being said, we also have a lot of strong climbers who need to constantly be challenged in other ways.

 

WK: Is there a tension between challenge and entertainment? How do you challenge climbers while ensuring that they enjoy the experience?

AL: I wouldn't say there is tension between challenge and entertainment; I think they can sometimes go hand in hand.

 

I think a big focus on challenging climbers comes from empathy and understanding what it feels like to be a beginner all over again. We do our best to continue to introduce volumes on easier boulders, as well as encourage the use of big “fun” holds. We also try to ensure that there are climbs of all levels on all wall angles.

 

Another way we challenge climbers is setting specific movements in a range of grades, such as an easy mantle, medium mantle, and hard mantle boulder. I think seeing people work their way up the same climb with 3+ variations is a neat challenge.

 

WK: Different climbers and members have different needs. How do you balance setting for hardcore climbers with a less experienced crowd?

AL: I use the motto “Fun, Fair, and Functional”. We also have a lot of diversity on the setting team from gender to height. We have people who are five feet tall on our team all the way up to 6’ 2”.

 

Between the three facilities, we have over twelve setters. So, we have a lot of different brains to pull ideas from. Since we do have people come in with all skill levels, we manage this by setting a variety of styles.

 

We also have other outlets for members who crush, such as the Moon board and Stokt board. I often find the hardcore climbers to be the ones who climb the least and train the most, so having an awesome training space is key.

 

WK: Does outdoor climbing inform your setting? Do you try to prepare members for the outdoors, or leave it as a separate discipline?

AL: We do some gym-to-crag seminars, but in terms of the setting, we don’t generally do any of the indoor-to-outdoor comparisons.

 

We try to bring moves you may see outside into the gym, and I think as a climber, climbing outside can bring inspiration to my setting.

 

I like to think that we prepare members for the outdoors. However, I think we have many climbers who would rather just climb inside their entire life and don't care much for outdoor climbing.

 

WK: How do grades fit into this conversation? A useful tool for progression, or a subjective measure that can hold climbers back?

AL: Grades are always a hot topic to talk about. We use a hex system: one-hex through six-hex. It’s a circuit system — in each hex, there are three V grades. Our circuits do overlap, so there’s overlap in all of the circuits.

 

I think that grades can be a useful tool for progression if problems are never changing. I think due to the number of styles climbing has to offer, grades will always be super subjective.

 

For example, I don’t excel at slab climbing, but put me in the steep on pinches and I will do great.

 

I think benchmarks on the Moon board can be helpful to see whether or not you are improving as those climbs always stay the same.

 

But I think for sure grades are always going to be a challenge. It’s something we constantly struggle with as setters. As a crew, we’ll get a lot stronger and the grades won’t show that. It’s my job to say: “Hey guys, you’re getting really strong. You gotta tone it down a little bit.”

 

I also find that the conditions of a climb affect the grades. Something that we do is we put up “New” plaques for a week, which are ungraded plaques. And that allows a week for climbs to be climbed, and we can then adjust the climb to a more appropriate grade if it got harder (or in some cases easier).

 

It also really encourages people to climb things they would never try, which is pretty rad. I see new people get on a six-hex, and I’m like “Oh my gosh, this is going to be interesting.” But it’s cool, because they don’t know the grade and they’re just having fun. Whereas if there were a grade on it, they wouldn’t even touch it.

 

We also try our best to keep the grades consistent among the gyms, which is another one of the big challenges as we have a decent amount of multi-gym users.

 

WK: Are there any unique setting advantages or challenges that come with being a bouldering-only gym?

AL: For sure. We don’t have to be on ropes, so there’s a lot less of the rope safety stuff that we have to be worried about.

 

It’s a lot easier to teach people how to set unique movements and challenge our routesetters when we can easily tweak moves on the ground. It’s really hard to teach people on a rope, when you’re like: “You know the crux up there by the third draw…” You can just get up on a ladder and swap holds and really explain things.

 

So, I find that the teaching aspect is really enhanced in a bouldering facility. And not sitting in a harness for a long time is awesome.

 

WK: Are there ways that you think climbers could get more out of their gym experience? What do you wish more climbers knew about routesetting?

AL: I think there are many ways climbers can get more out of their gym experience. We strive to create a strong community at the Hive and host a lot of community-based events to bring people together. We also offer some awesome courses for climbers to up their skills.

 

As far as climbers understanding routesetting better, I’ve been toying with this thought for a while. I feel it is important for people to understand what goes into routesetting, and there are many avenues that one could go down in terms of sharing this with the community.

 

I wish more climbers knew how much work goes into creating a climb, and that we aren’t setting selfish sandbagged boulders that are for giants. We spend a lot of time as a crew to create an awesome experience that will keep climbers coming back.

 

I think one aspect of this is having management know what the setting process looks like, so when asked they can explain it to members, as our routesetting team is not always around. The more people who understand the process the better.

 

WK: How important is member-setter communication? Are there any tools or feedback methods that you particularly value?

AL: I think member feedback is super important. If you are not listening to your members, they will find another gym that will.

 

Member retention is key to the growth of a gym. In order to keep members, you need to listen to what they have to say and keep them in the loop when changes are being made. I have spent a lot of time over the years talking to members and reading member feedback comments.

 

We recently did a survey across all gyms and got some awesome feedback and followed up with a great FAQ. I would highly recommend this approach.

 

I also reach out to our ambassadors. Our ambassadors climb at multiple facilities regularly, and we send out a feedback form quarterly to get their input. They are all quite experienced and notice trends that the setters may overlook, such as the tops of boulders getting spooky or an excess of bad feet on all the problems.

 

Willis Kuelthau Head ShotAbout the Author

Willis is the rare local who was actually born in Boulder, Colorado. He attended Williams College and works as a freelance writer out of Providence, Rhode Island. When he's not writing, you'll find him rock climbing, playing with his cats, and drinking too much green tea.

 

Tags:  community development  customer experience  customer satisfaction  member retention  operations  routesetting  routesetting management 

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6 Tips for Collecting Member Feedback

Posted By Emma Walker, Monday, March 9, 2020
Member Feedback

Your members represent so much more than just your facility’s earnings. They’re the lifeblood of your gym’s community. Still, many facilities don’t yet have a robust strategy for capturing feedback from customers and members. There’s a lot you can learn from your members to improve your facility—the opportunity is much larger than just fielding comments about routesetting.

 

5.Life collects all kinds of information from its members, says Program Manager Eli Collinson: members’ impressions of their routesetting curve, if the number or topics of classes offered should change, and suggestions for areas of improvement. Building a member feedback loop that creates buy-in from members also means making your facility more member-friendly. Here’s what you need to know.

 

1. Be Proactive

Sender One facilities collect feedback from its members “at least once a month,” says Marketing Manager Crystal Tan, adding that they also have suggestion cards members can fill out anytime.

 

“We try to consolidate our surveys into one big survey for bigger-picture things, and then do spot checks with groups about their experiences throughout the year,” Collinson says. “In 2020, we plan to use Net Promoter Score surveys to follow up with new customers and class participants after their visit or class.”

 

2. Keep It Simple for Members—and for You

Collinson has had success collecting data with online tools (they use Microsoft forms). “Collecting the data digitally makes it easier to aggregate the feedback and see what percentage of respondents have similar feedback for us,” he explains.

 

Online tools are great, but don’t expect people to download anything or take a bunch of steps to answer your questions. “We have had trouble getting customer to use apps or similar systems for that feedback,” Collinson says. “We want to avoid long surveys and too many surveys,” adds Tan.

 

3. Allow for Anonymity

It can be tough to provide constructive feedback when your name is attached—especially in the early stages of building a member feedback loop, when members haven’t yet learned they can trust that their feedback will be taken seriously. Make it as easy as possible for members to provide you with feedback.

 

“We have boxes at the front desk where people can leave anonymous notes,” says Monica Aranda, Director of Member Services at Touchstone Climbing & Fitness. “We also have anonymous text service at some gyms, and they can email us anytime through the website.”

 

4. Acknowledge Feedback

Even when you receive feedback anonymously, it’s possible to let your membership know you’re addressing it. “We respond to members directly on the [suggestion] cards and publish them on our community board,” Tan says. “Depending on the suggestion, we note if we're working on a solution, if the solution is happening, or if we cannot achieve what they want––and why.” This technique has the added benefit of answering a question other members probably have.

 

When members submit feedback to Touchstone, “we contact them directly with a personal email or phone call,” Aranda says.

 

5. Take Action—and Tell Members About It

5.Life fielded numerous comments about the difficulty of finding partners, so they implemented two new partner-finding systems. Tan can also recall tons of instances where Sender One acted on feedback—and members were thrilled. “At one of our facilities, we have time-restricted street parking, so someone suggested that we make a courtesy announcement to let people know when to move their cars,” she explains. “Our main parking lot clears out around that time, so now we give customers a heads up through our PA system so they can quickly resume their climbing!”

 

6. Reward Member Engagement

For a while, Collinson noticed a trend of members complaining about dirty holds. “We suspect it’s because brushing is not common practice in our community, so we’re examining including a brush with a new membership signup to try and increase the number of people brushing holds on their chosen routes.”

 

This can also mean rewarding existing members. “We usually raffle a month of free membership for those that participate in the survey,” Collinson says, pointing out that it’s a relatively small cost for the facility, but is a strong motivator for members to participate.

 

Emma Walker Head ShotAbout Emma Walker

Emma Walker is a freelance writer, editor, and an account manager with Golden, Colorado-based Bonfire Collective. Emma earned her M.S. in Outdoor and Environmental Education from Alaska Pacific University and has worked as an educator and guide at gyms, crags, and peaks around the American West.

 

Tags:  community development  customer experience  customer satisfaction  customer service  marketing  member retention  operations 

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