Since opening Element Fitness in January 2019, we quickly gained a very loyal and dedicated subscriber base amongst our local community. Set in a small studio at the rear of a co-business space on Streatham High Road, Element Fitness was growing steadily month on month until Covid hit and everything changed.
We had to quickly pivot what the business offered - taking everything we did online and into the homes of our subscriber base. We had to completely revamp our programming to take into account both lack of space and lack of equipment. This proved challenging but also very rewarding. Many of our customer base still can't return to the studios even though we've made them Covid secure (we've had to reduce our timetable due to sharing our space with a yoga studio Yogarise as our previous studio was too small to run socially distanced classes). Not only that, but many of our customers are police, NHS and other key workers, so they like the flexibility that livestream and on demand classes have to offer.
We'd like to use this money to invest in the development of our website, to integrate our video-on-demand, as well as setting up an e-commerce page to sell Element Fitness merchandise and other products we feel our customers would like and benefit from. Finally with anything left over, we would reinvest in our actual gym facilities to make them safer, cleaner and more plentiful so that there is less chance of cross contamination when the studio does re-open.