Background:
Upstate Studios is a popular fitness brand in Australia offering classes in pilates, boxing, HIIT, yoga, and meditation. The studio started using FitGrid on March 17, 2020, and became a virtual studio on the day they closed their studios due to COVID-19, which was March 23, 2020. 

Start of COVID-19:
When temporarily closing studio doors to adhere to COVID-19 social distancing guidelines, Gail Asbell, Co-Founder of Upstate, knew her four locations needed a solution, and they needed it fast. It was important for Upstate to find a way to keep clients active and maintain the bonds that they had formed with each other and the instructors.

“We could see that some members were starting to self-isolate at home. We wanted to offer them a way to stay connected and continue their classes without coming into the studio,” Asbell reflects. “We faced obstacles on a daily basis, varying from equipment set up and technology issues to negotiating with multiple landlords on commercial lease arrangements. We quickly needed to determine the best platform to use and decide on a new business model to survive in this new environment.”

Taking action:
Upstate implemented FitGrid LIVE to live-stream classes the same day they closed on March 23, 2020. Previously, the studio had only been using FitGrid for a week, but temporary closures became an opportunity to provide the same fantastic service clients came to expect, in a way that was accessible from home. They quickly noticed the difference that live-streaming makes, and seized the opportunity to strengthen their fitness community.

The transition to virtual:
Upstate Studios is a popular fitness brand in Australia offering classes in pilates, boxing, HIIT, yoga, and meditation. The studio started using FitGrid on March 17, 2020, and became a virtual studio on the day they closed their studios due to COVID-19, which was March 23, 2020. 

“Many of our clients are going through a tough time right now, and it’s great that we can make their day a little brighter and keep them moving when they need it the most,” Asbell says. “Every day since closing we have received messages from our members about how much they love the live-stream classes and feel a sense of connection. This has inspired us to keep moving forward in the most challenging period we have ever faced in business.”

Why it works:
The “gallery mode” feature through the streaming platform makes it easy for instructors to see the participants in class (only if they turn on their webcam), allowing for compliments and corrections to improve their form. This simulates the interpersonal interaction that makes group fitness fun and motivational. Asbell says Upstate instructors “encourage members to turn on their cameras, and are constantly giving them shout outs and encouragement. They will give a shout out if it’s someone’s birthday or milestone class, and we all give each other a wave and a big smile at the end of each class.”

Clients can keep that conversation going by responding to follow-up messages or leaving instructor feedback when prompted at the end of each session. They can rate their instructors’ performance and leave written feedback that could improve their experience next time. The ability to share their favorite parts of the class and suggest ways to improve helps Upstate constantly better the client experience, and show clients that their opinions are valued.