The health club industry as we used to know it is likely to have been changed forever by COVID-19. Post-lockdown fitness customers are still looking for gyms and studios, but, they want a health club that can provide a sense of safety through social distancing and cleanliness. They want to join a gym, in fact, most are to the point of going stir crazy, but they need a really good reason to leave home during these times.
For HOTWORX, beyond its dedication to cleanliness and distancing, the company has another way to provide an elevated sense of safety. The safety lagniappe (cajun for “a little something extra") is delivered through the application of heat and infrared radiation (IR). Using the patented infrared workout sauna as a tool, HOTWORX gives clients the opportunity to train in a private, enclosed IR sauna space. This is appealing to members and gives them an excellent reason, a longing actually, to get out of the house for workouts and for detox.
Recently, I was listening to one of the major business news outlets, Bloomberg I think it was, and a story grabbed my attention. It was news concerning how long the coronavirus lives on flat surfaces such as the face of cell phones. I was shocked to hear how long the virus can live on those surfaces, but I was happy to hear that when the temperature reaches 100º F+ it dies quickly.
We know that heat can kill the virus, and now there is mounting epidemiological (medical branch that deals with control of disease) evidence to suggest that frequent sauna bathing can reduce the risk of pneumonia and viral infection.¹
The modern world should pay attention to the ancient use of heat and radiation from the sun as a therapy for all sorts of medical issues including viruses. Of course, infrared from the sun envelopes our planet daily as a natural antiseptic and can also be generated inside a sauna for use with a fitness program. Exercise is also an age old remedy for health issues.
As we work to combat the pandemic, all businesses must continue to find ways to alleviate the safety fears of their customers. This is especially true for the fitness industry. And, even after the virus is finally defeated, combining IR, heat and exercise will continue to make perfect sense for health clubs in the 21st century.