Empowering Fit Pros and Optimizing Facility Operations: CoverMe Fitness’s Disruptive Approach

CoverMe Fitness, now in partnership with IDEA, offers a 360-degree solution that simplifies scheduling, enhances recruitment, and empowers fitness professionals to take charge of their careers

Two female industry leaders are disrupting the fitness industry with an ingenious app that gives fitness professionals more control over their careers while simplifying scheduling and recruitment for facilities. In 2023, Rosanna Tucker and Beverlee Brinkworth, both seasoned fitness industry veterans, launched CoverMe Fitness after experiencing firsthand the time-consuming struggle of finding reliable instructors and covering classes on short notice. Their solution? A gig economy app that secures coverage in under 30 seconds – and so much more.

CoverMe Fitness streamlines the process, improving operational efficiency for gyms while giving freelance instructors more work opportunities. Within its first year, the app was adopted by over 3,600 fitness clubs globally, including major brands like Virgin Active, with a 100% conversion rate from testing to adoption.

Earlier this year, CoverMe took a big step in fast-tracking its launch in the U.S. by forming a partnership with IDEA Health & Fitness Association, the world’s leading organization for fitness professionals. The app now offers an effective solution to one of the industry’s biggest challenges — recruitment — while opening new doors for fitness professionals.

Doris Thews, a widely respected industry expert, is leading CoverMe’s U.S. expansion as VP of Business Development. Her experience and leadership are driving CoverMe’s mission to redefine how fitness professionals and studios operate — making it easier for fitness pros to find work and control their own income and for studios to fill classes seamlessly.

Athletech News caught up with Thews to discuss how CoverMe Fitness is paving the way to a new era of efficiency and opportunity for the industry.

Q: What is the impetus behind the CoverMe Fitness app, and how does it address the most significant challenges in the fitness industry today?

A: First and foremost, CoverMe was developed by fitness professionals for fitness professionals, so it’s on-point, intentional and smart. Also, most fitness apps are facility-facing only, while CoverMe is truly a 360-degree, dual-facing solution for both facilities and fitness pros with an aim to make the whole industry better.

The app addresses the outdated, often inefficient ways many gyms still manage class scheduling and coverage. In today’s world of smartphones and apps, the industry’s operating model is akin to using a landline phone to hail a taxi. Too often, fitness facilities rely on phone calls, Google spreadsheets, and complicated systems to cover a class or find instructors. CoverMe simplifies the entire process to three clicks in less than 30 seconds, saving time and reducing complications and noise for both fitness professionals and facilities.

Q: What are the benefits of CoverMe for fitness professionals?

A: On a micro-level, the app allows users to post a class and get coverage quickly while also giving access to perks and rewards. It also acts like a “digital resume,” where certifications, CPR qualifications, and teaching schedules are all stored in one place.

On a macro level it offers flexibility in work arrangements, allowing fitness professionals to decide where, when, and how much they want to work. In many ways, it’s the “Uber of fitness,” allowing instructors to pick up classes on their terms and not be handcuffed to the club or clubs they work for. This gig economy model is not just innovative – it’s a form of futureproofing, allowing the next generation of fitness professionals to take full control of their schedules and careers.

In addition, CoverMe offers a reward system for fit pros to get significant discounts on big-brand fitness apparel, equipment and more.

Q: How does the app handle recruitment for fitness facilities?

A: Recruiting is a huge pain point for many gyms. CoverMe provides data-driven insights into class coverage and instructor availability, allowing gyms to see which areas they are low in (for example, yoga instructors) and proactively recruit talent. Facilities can reach out to a wider network than their own to invite qualified, vetted instructors within a set radius to audition, cutting down significantly on the time and effort needed to find new talent. For example, Fitness First recently used the app to hire 15 group fitness instructors and 15 personal trainers. That kind of efficiency is a game-changer.

One of the exciting aspects of the CoverMe partnership with IDEA is the access to their entire database of members. This unlocks a massive recruitment network, allowing facilities to tap into a pool of qualified professionals quickly and efficiently.

Q: How else does it benefit fitness facilities?

A: Another benefit for facilities is compliance. With CoverMe, gyms can ensure that all instructors have up-to-date certifications, including CPR, which the system flags automatically. If credentials expire (CPR, insurance) the instructor is “frozen” until they upload renewal documents. There’s also the ability to send notifications to instructors, such as important updates about specific classes or announcements, ensuring everyone is on the same page. This streamlines the communication process, making it more efficient and targeted.

Operators can also choose to allow the system to automatically handle sub requests, or pick subs themselves from a qualified and vetted pool. This flexibility is key, because big clubs and boutique studios sometimes differ in the way they want to handle class coverage.

Q: What has been the impact of the partnership with IDEA?

A: The partnership with IDEA is transformative for both fitness pros and facility operators. As I’ve indicated, the app now integrates with IDEA’s database, giving gyms access to thousands of qualified and vetted individuals, and instructors exponentially more options for class coverage.

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The partnership brings another level of professionalism to the industry by embedding IDEA’s education and certification resources directly into the app. Instructors can keep everything in one place and ensure they are compliant with the latest industry standards, which is essential for long-term success.

Q: How has the app been received since its launch?

A: The reaction has been overwhelmingly positive. I hear “Why didn’t we do this sooner?” a lot. CoverMe launched in the UK first, and the response there has been great, with fitness pros and facilities alike recognizing it as the solution they’ve been waiting for.

Q: How does CoverMe help fitness professionals expand their opportunities and grow their careers?

A: Instructors are no longer at the mercy of clubs or rigid schedules. With CoverMe, they can pick up classes at their convenience, set their rates, and expand their reach beyond their immediate gym. They also don’t have to spend unnecessary time finding coverage if they wake up sick.  It also acts as a digital CV, showcasing their credentials, experience, and availability, which makes it easier for facilities to find them and book their services.

And CoverMe isn’t just for group fitness instructors – it’s for swim instructors, Pickleball instructors, lifeguards and more.

Q: How do you see CoverMe shaping the future of the fitness industry?

A: The fitness industry, particularly group fitness, has been slow to adopt the kind of technology we see in other sectors. CoverMe will help us catch up and surpass those standards.

This isn’t just about saving time, though that’s a huge benefit. It’s also about freeing up gym operators to focus on what matters most – delivering a high-quality experience to their members. For fitness professionals, it’s about taking total control of their careers, allowing them to work on their terms. This kind of empowerment is a paradigm shift for the industry.