my plan for the shutdown

Over the past 3 days I’ve been on 9 hours of Zoom calls with members of the SPF Mastermind, the Surge and just yesterday the members in my Insiders Club.

The Topic?

What to do if you get shutdown.

I’ve been sharing what we’re doing at GFP to plan for a shutdown and many of the members on the call have also been sharing their strategies.

We had 3 of our members get shutdown already and between the 3 they’ve had only a few members go on hold.

All 3 of these gym owners showed tremendous leadership and had a plan in place for what to do.

They acted fast.

The acted calm.

They were prepared.

Last time this happened very few of us had a plan in place.

If your still in business today…you can simply take what worked last time and repeat it.

There’s no need to re-invent the wheel here.

Throw out what didn’t work, keep what did, write it down and when the time comes…execute.

The number one thing that needs to be taken care of in the shutdown is to retain what you have.

A big mistake I saw gym owners making was to lower the prices of their current members that moved to their virtual option.

I know it’s tempting but it’s literally taking your revenue and chopping it before anyone even has the chance to tell you they want to go on hold.

Regardless if you lower your prices or not…a certain percentage will freeze.

Starting out by lowering your prices just because you’re doing virtual sessions digs yourself a deeper hole.

The focus should be on value.

Here’s the question to ask yourself:

What is the value I need to give to EXCEED what they were paying for in-person session that is so dam good they’d be insane to even think about freezing or wanting a discount?

Will this be 100%?

No Way.

Nothing is.

You can hand out free cars with your virtual memberships and there will still be a few that want to pay 25% less because it’s not at the gym.

But when you focus on value, experience and community you’ll give yourself the best chance to win.

That’s how my SPF Mastermind members won last time.

That’s how we’ll win again.


My new Book Unshakeable Gym has about 100 pages of ideas we successfully used to engage our members when were shutdown last Spring.

Send an email to with YES and I’ll send you a free copy of the book.

Vince Gabriele

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