To our Alchemy Community,
It’s another tough week, in the series of a long line of tough weeks.
As you’ve likely heard, Minnesota Governor Tim Walz has announced a 4-week closure of gyms in Minnesota as a part of an overarching effort to curb the spread of Covid-19 in our community. This comes in the midst of our decision to close two of our studios – one in Minnesota and one in Colorado.
But let’s be clear – this isn’t the first time we’ve had to make hard decisions. In fact, it often feels like all of small business ownership is one hard decision after another. And the hope is that if you make enough of the right decisions, you earn the chance to fight another day, another week, another year – you earn the chance to carry on and serve the customer.
We anticipate a very challenging 6 months that will test us but we’re ready for the test. I’m writing to tell you that we’re going to be standing strong at the end of this mess. Alchemy 365 isn’t going anywhere. We’ll be around to help you blow off steam, connect with friends, achieve things you didn’t think you could, feel alive and PYL for a long, long time to come.
Our plan is becoming more clear with each passing day: preserve what we have to the best of our ability, reduce expenses and complexity, retain great people on our staff, focus on our core business and our core customer, put our heads down and carry on. We know that with continued support from this community, we’ll be back to growing in the spring.
We’ve already received an outpouring of emails, texts and calls from athletes curious to know how they can help – so let’s talk about what this closure means for you and your membership, and let’s talk about ways we can work together to keep Alchemy around for the long term.
To our members, if you are willing and able, please know that continuing to pay for your membership is the kind of thing that will literally support what’s left of this company so we can get back on our feet when we reach the other side. It brings me no pleasure at all to ask such a thing, but I know that I must ask all the same, for the long term greater good of our staff, this community, and the company. If you are willing to keep your membership active, you don’t need to do a thing.
Want to support Alchemy but can’t keep your membership active? Please consider becoming a member of our Alchemy Anywhere community. We’ve got Torpedoes in stock on most weights (with more inventory on the way), and a fantastic at-home product that will keep you feeling alive even from outside our studios. Many of you are receiving a free Alchemy Anywhere subscription as a part of your membership, and many as a reward for your continued support during the last shutdown. But if you’re interested in helping through this unique channel, please consider switching to a paid Alchemy Anywhere membership and know that our ability to grow our digital business will prove crucial to our ability to survive. To convert to a paid subscriber, simply fill out this form.
Lastly, stay tuned for some really exciting equipment and retail sales and promotions we’ve got teed up for you. If there’s a shirt you’ve wanted, or if you’re looking to add a barbell, plyo box, slamball etc. to your home gym, consider spending your dollars on those goods through Alchemy. We’re going to move a lot of great equipment and apparel in the coming weeks.
The truth is, we’ve been here before. We know what to do and we remain confident in the face of the brutal facts. We’re down, but we’re not out.
Thank you for considering ways you can help this small business in this difficult time. Thank you for being a member of this special community. Thank you for trusting us with what I hope is the best hour of your day.
PYL, now more than ever!
Alchemy 365 Co-Founder