Despite The Pandemic And Road Closure Fitness Club Owner Still Optimistic About The Future
Editor’s Note: With the re-opening of Saskatchewan, following the COVID - 19 restrictions, Moose Jaw businesses have high expectations after what has been for many the hardest times in their existence. To see the true impact MJ Independent is writing a series of stories about how the businesses faired.
Over the next couple of months we will be writing a series of stories about the effect COVID - 19 and the government restrictions had on local businesses.
This is the first in a series.
“What doesn’t kill you makes you stronger - that goes for fitness and street closures and COVID,” Michelle Power owner of Moose Jaw Fit 4 Life.
By Robert Thomas
The last three years have been the toughest for Michelle Power and her business Fit 4 Life located at 303 High Street West.
But Power takes it both financially and psychologically in stride.
Power has been in the Moose Jaw fitness business for 18 years.
First for ten years she operated under the business name Ladies Workout Express in a rented space in a Caribou Street West strip mall and since 2013 in her own building located in the historical original Moose Jaw Chinese United Church.
Her business has in the past three years endured not only COVID - 19 governmental restrictions, which nearly crippled the fitness industry, but also the devastating ten months of street closure on High Street West as the cast iron water main replacement program went awry.
“We are delighted. It is a very happy time to have the (COVID - 19) restrictions removed and members can breath properly during a workout,” the optimistic Power told MJ Independent.
Despite the trials and tribulations of the last three years Fit 4 Life owner, Michelle Power, is optimistic about the future - MJ Independent photo
For her the mask restrictions - enacted November 27th, 2020 - were the wrong way to go for the fitness industry and had a major effect upon the restricted numbers of people (eight) who were allowed to attend a workout session.
“Contrary to what was being said by the Saskatchewan Health Authority (SHA) medical people the restriction is unacceptable for high cardio workouts. And you are restrained in your breathing. When you are restricted you are not getting your full intake of air,” she said about the mask restriction and its impact on workout participants.
Power does not display anger in her voice when it comes to the government restrictions - something she is proud Fit 4 Life followed 100 percent - but it is a tone more of a person shaking their head at some of the reasoning behind it.
The mask restrictions made it tough to recruit new members - something most gyms are continually doing.
“Psychologically people are not going to join the gym if they have to wear a mask,” she said.
The eight participants allowed in her facility to workout often made it financially tough to offer some classes.
“Depending on the program the maximum number of participants allowed was eight people…which in some types of classes makes it economically unfeasible. You have instructor costs, overhead, insurance and utility costs that have to be paid.”
Insurance is a major cost that did not go down during the pandemic, she said.
“The insurance industry dictates a different (and higher) insurance rate for the fitness industry…it is something that you have to carry.”
Asked about the double impact the traffic restrictions of 2018 and COVID - 19 restrictions in 2020 Power said there were some similarities but at the same time the lack of physical access by cars to her business was the worst blow.
“The similarity (between 2018 and 2020) is the elimination of and reduction to the number of people accessing our facility…but the lack of drive up access in 2018 was worse,” she said when asked about the two major disruptions to her business.
“People find it hard to drive up and in 2018 you can see we were not getting our drive up (business),” she said, adding “2018 makes your skin thick.”
“In 2018 emotionally it was more emotional as it was completely out of my control and I had no ability to make changes as the streets were closed.”
“It was worse in 2018 during the street closure than COVID”
The street closure of 2018 and COVID have been tough for Power and her business.
“In 18 years of business the last three years have been the worst there are so many things that are just out of our control.
ADAPTING TO COVID
When the COVID - 19 restrictions struck Power said that ironically 2018 actually in some strange way made her more prepared to guide Fit 4 Life through the pandemic.
“In 2018 we had to work around High Street’s closure but in 2020 we had accessibility to the building. That accessibility (from High Street West) allowed us to adapt the best we could,” Power said. “It was like going from the pot to the kettle.”
Adapting to COVID - 19’s government dictated restrictions is something Power is proud of accomplishing.
Initially Fit 4 Life went to an on-line format when the fitness industry found their facilities totally shuttered by the restrictions.
“Initially we had some on-line opportunities from March 2020 to June 2020….going on line was essential. It assisted in home workout programs terrifically,” she said.
The on-line classes were a combination where anyone - not just members - could go on the Internet and view the content. While there additionally was private content for Fit 4 Life members only.
“We had a portion open to the public and also a specific link to a certain workout for members…it was like receiving a perk as a member.”
The upside of the pandemic was that Fit 4 Life was able to adapt to help to retain members.
“We did not necessarily lose people we had a special deal for COVID.”
The deal included allowing members to temporarily suspend their memberships during the pandemic and then they did not lose money after reactivating them after the restrictions ended.
It is something Power is especially proud of. Keeping all of her tenants throughout the pandemic is another accomplishment she is extremely proud of pointing out how doing so in the end it means cash flow continuing now through rent.
The cleaning protocols instituted by the SHA on fitness facilities was an easy adaptation for Fit 4 Life because the cleaning protocols they had prior to the restrictions were above the regulations introduced as a result of the pandemic. They are policies she adopted for her business since the start 18 years ago.
“The interesting thing is our cleaning policy is greater than what the COVID restrictions were when they were introduced…we don’t require our members to clean up their workout area. We do that ourselves we stay up on it as a staff.”
ETERNAL OPTIMIST
Despite the trials and tribulations of the last three years Power sees great things ahead for Fit 4 Life going forward.
She points at growth within the fitness industry towards not just working out the body but the entire person - it is something Fit 4 Life has been on the cutting edge of for a long time. Treating both the body and the soul as a full workout.
“I think it’s actually with some of the areas that pay towards fitness as well as mental health (that) is important in the industry. It is attracting more people as they seek to improve their entire person...it is exciting to welcome people back.”
She points to the fact physical activity has been scientifically proven to help alleviate stress and how more people are seeking not just, or necessarily, a physical workout.
“We offer more than a physical workout. We offer meditation, massage, energy work, reflexology and cold laser therapy in the building all beneficial and people (after the pandemic) need to reset their lives…there is help with that reset in this building and we are actively hosting meditation and group therapy.”
Power felt that as society winds down from the uncertainty and being confined by the pandemic Fit 4 Life is positioned to not only offer the services that integrate both physical and mental health but in many ways help people during what is a changing world.
“COVID plays a significant part of it and we are realizing we are in a different time. I would like to say it is a spiritual awakening,” she said, adding her business is set to not only provide the services for the great reset many people are having in their lives but also grow because of it.
Mental health goes along with physical health and Power said she has learnt a positive attitude as well as understanding of the industry to see promise in the days ahead.
She points to the government eliminating the COVID restrictions in July as not the best timing for the gym and fitness industry - as it is the month most people are outside and not involved with gyms.
“I have been in the business for 18 years and I would be freaking out if I was new to the industry. July is always the slowest month as people are outdoors and not joining gyms but at the same time this is an opportunity.”
Power sees July as the best month instead of the worst for her business to come back to full operation.
“It is great to welcome back our members. They are existent are reactivating their memberships and coming back…it is great to get our current members re-settled at a reduced pace. Once fall arrives there will be more people turning to gyms.”
COVID might actually play a major role in her businesses growing future as many people are now outside but in the fall they will be looking to joining for a physical or mental workout due to being confined for so long during the pandemic, she said.
Despite the past three years Fit 4 Life has endured the future looks bright, she said with optimism in her voice.
“In the end it is what it is. We have weathered it and we are so excited to be in the industry to provide new innovative services for health, fitness and wellness.”