INDUSTRY VIEWS
LEISURE DB
TALENT ATTRACTION A POST-PANDEMIC GUIDE FOR THE BOUTIQUE FITNESS INDUSTRY The post-pandemic world holds many challenges for fitness operators, with talent attraction and retention ranking highly on that list. An industry-wide issue, it’s felt most keenly among operators in London, where a high density of studios, gyms and leisure centres all fish in the same (shrinking) talent pool. For 2023, my team and I set ourselves a One Boutique a Week Challenge ; as I pen this in mid-October, we’ve so far visited over 40 boutique studios this year. Why? Because we wanted to learn about the latest trends and working patterns in the boutique space. And because we want to champion these brands. This is a sector we’re incredibly passionate about. So, what have we observed and experienced during our visits? First and foremost – and this isn’t just because we work in recruitment! – it’s clear that the boutique experience is reliant on people. You simply have to have the right team in place. Given the talent attraction and retention challenges of our post-pandemic world, we therefore thought we’d share three tips and takeaways to enhance your own recruitment processes. First, it’s hugely important that you get your employee value proposition (EVP) right and that you shout about it! A strong and meaningful EVP tells a candidate what they’ll get in return for choosing to work with you. People want to work for organisations that have similar values to them, so they feel at home; getting your EVP right will attract people who ‘fit’ your organisation. This doesn’t have to be a big marketing exercise – we see it more as a chance to define your culture, values and purpose – but once you’ve done it, shout about it as much as possible. In our 2022 Pulse Survey , candidates told us the first place they look when researching potential employers is company websites and LinkedIn pages. Your EVP should be front and centre here. Next, focus on your benefits. It isn’t just about salary any more: candidates also want to understand your annual leave allowance, free class access, flexible working and additional wellness benefits. We recommend communicating a well- defined benefits strategy throughout your recruitment process, from adverts to the interview process to your EVP. Increasing salary to attract talent isn’t always possible or sustainable – particularly in the fitness industry – so a well-considered benefits package can have a big impact. Finally, recognise that candidates want flexibility: almost 50 per cent of Pulse Survey respondents said lack of flexibility/a desire for more flexibility was a driving factor behind them looking for a new role. If they don’t find what they’re looking for in our sector, be ready for them to turn instead to sectors such as hospitality, retail and other aspects of leisure, which are competing for the same talent with flexible contracts, shifts and hours of work. Flexibility is something we must all now incorporate.
Increasing salary to attract talent isn’t always possible or sustainable, so a well-considered benefits package can have a big impact.
MADDIE CUMMINGS Account Director, Love Recruitment
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LONDON BOUTIQUE STUDIO REPORT 2023
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