Pivoting, I am sure you have heard this word more often than you want during the Corona Virus Shut Down, Re-open, and potential re-closures. And, maybe you have even pivoted once or twice already? I know you struggle to know if you should pivot now? Is it too late? What if things “go back to normal?” And, even wondering if it’s too late and you missed the Pivot Plane. Truth is pivoting may be more than just what helps you survive this time. It might actually take your business to a level you hadn’t thought about. Or, even become more than a band-aid to the times and be the way you help people for years to come. Pivoting doesn’t have to be a last resort or a “bad thing.” It could literally be the thing that sets you free of what you thought you “should be doing.” So, whether you have already made some pivots or are just getting started here are some tips for Pivoting.
First, it’s important you recognize that pivoting is not a bad thing. It doesn’t mean you failed. When gyms and studios were forced to close ClassPass lost 95% of its revenue. OVERNIGHT. The entire fitness industry was sent into a freefall. You are not alone. And, there are tons of success stories already out there where pivots have more than saved a business. There are many that are looking at their future primary product being virtual. You can be (and I hope all reading this will be) saying something similar.
Now that you have let go of feeling like you’re “failing” by changing what you offer or how you show up. Let’s talk about some ideas.
Pre-Rona you or you studio were limited to who could get to your studio. People who lived or worked in the area. You were limited to your ideal client being “nearby.” Now, EVERYONE understands how to use their computer or device to zoom, Facetime, or Google Hangout. And, while some people weren’t as excited to workout online in March many are jumping on board now.
Virtual Classes For Always: In-real-time classes not only feel like “old times” you can easily charge your normal in-person rates. You are not limited to the walls of your studio. People are now used to buying fitness equipment so you can put together kits they can buy from you for your classes. You are also only limited to time zones issues. Your existing clients can help you promote your classes and bring their friends and family from all over the world. Which is where you should start. With people who know like and trust you. And when the time comes to move back inside you can still keep your in-real-time virtual attendees. I take a step class every week with about 28 other women from all over the country. And, the teacher is in a big warehouse with 20 in-person students. That’s 48 on a random night. Their studio could only fit 32. No longer are their profits limited by occupancy rules.
Courses: what questions does your studio or you get asked often? Nowadays creating online courses has never been easier. There are platforms like Teachable and Kajabi and others that make it easy for anyone to film a course put it up online and sell it. Now, I promise you just because you build it doesn’t mean it will be a success overnight. You still will have to promote this product. But, it is another income stream that now without having as many hours spent driving around to go from class to class or to the studio you can finally write, film and sell that course you’ve been wanting to put together. And, go ahead niche down and answer the specific question your ideal client is asking. Your ideal client has back issues do a course on things they can do at home. Maybe there is a level 1, 2 and 3? And, because they will trust you so much after doing the course maybe they join your virtual classes or in-person offerings when that happens for you.
Downsizing: this option is brilliant and I know that maybe it doesn’t feel brilliant in the beginning trust me everything is happening for you. Maybe you have a big studio, you’ve got lots of teachers or you’ve struggled to find enough “good” teachers? You opened the studio so that you could help people. You saw that most people opened with 3+ Reformers, towers, chairs etc. But, the truth is you don’t love managing people and you want to focus on other things. Maybe you want to travel, be with your family more, or simply have a business that is smaller, more manageable? What if you rented out your excess equipment, moved to a smaller studio space, or create a home studio as I did. Truth is most teachers can have a very profitable private business with 20ish clients working 46 weeks a year if they charge their worth. Your clients who are unsure about returning in-studio can rent the extra equipment from you and when they are done you can sell or re-rent it out.
Poll Your People: I’m often asked how come I moved to Vegas or decided to have a home studio? And honestly, I’ll answer the question about Why Vegas another day its a longer story than a bullet point on a blog. But, that part that helps you is I polled my clients who stuck with virtual. I asked them if when things “reopened” what they wanted? Were they going to be going back to their offices, other gyms etc. They all said they were LOVING virtual and were even doing more sessions. They didn’t have traffic, parking, or worry about a meeting running late. Because I knew that they were not planning on coming back it allowed me to explore other options.
Sell the Results, not the Process: maybe your business doesn’t need a pivot but your marketing does. I often see teachers and businesses selling the process. Meaning they sell class times or equipment classes. But they don’t sell what matters to people- how you help them. How does “Pilates Mat class tonight with LL 6 pm” solve their back pain, their lack of self-confidence, their stress level lowering or simply being part of a community? Right, it doesn’t. It sells the process. But, what if you talked about the results? What if you shared with people the big picture, the feeling they will have when they show up? Give this tip a try all week long and see if the engagement on your posts changes.
Stop wallowing: What does wallowing have to do with pivoting? A lot actually! If you add a new offering, discontinue ones you cannot offer, and even do any of the things I have mentioned above but you are still living in the “woe is me” mindset I promise you you’ll get to continue living in this place you are in. You’ve got to stop feeling like this is happening to you and that you’re the only one. And this one is a big one, You have GOT to stop believing that “no one wants to do virtual mat classes and pay for them.” Or “no one will pay for this class I offer because they are used to x, y or z.” You need to believe in yourself. You need to show up every day asking yourself how can you reach the people you were meant to help today? You need to because you are the only person who can teach who you teach the way you teach.
What pivots are you going to make? What are you going to commit to?
Couple things I need you to keep in mind as you make your changes:
- Insurance: you gotta make sure your insurance covers you for the on-demand aka pre-recorded content you are offering.
- City/County policies: I am LOVING the ideas of studios teaching in their parking lots, parks or beaches. Do you have permission?
- Your waivers: anytime you add something you have never done before you gotta make sure your waivers cover you! This is not something you can borrow from a friend download off the internet.
- Who is it for? Why do they need it? What do they get after doing it? Remember the results not the process is what they care about.
- You gotta market it. More often than you think. More times than you can dream up.
- Which is why you gotta love it, believe in it and go for it.
Look, I’m not gonna lie, times are WEIRD AF. But, let’s be honest, people are thriving during this time and it’s not because they are finding ways to benefit from a pandemic. No, these are Pilates teachers, Personal trainers, gyms and studios that have decided to get creative, show up and be ready to fail. Yep, failing is inevitable and it gives you Feedback! So, fail fast and you’ll actually fail forward. AKA make mistakes, learn from them, and try again tomorrow. Now is the time to get creative, try new things, and go for it.
What will you try next?