Bruisin Bobs Gym

2572

Corporate Office
Lobby Way, Robton, N.J. 16272
(202) 771 - 5490

Overview:
Established in 1991 Bruisin Bobs gym opened its first location in Robton, N.J. and
two years later opened two more. By 2013, its 17th store was opened, making it the
largest chain of gyms in New Jersey. Bruisin Bobs gym is multi-feature gym that is
focused on a diverse group of individuals that all share the common goal of a healthy
lifestyle. Bruisin is serious about health and fitness and works to create a strong
relationship with its customers and their individual goals. Bruisin offers an array of
training classes, state of the art weight rooms, cardio machines and private locker
rooms for men and women, both equipped with a sauna/ relaxation room.

Mission Statement:
Bruisin Bobs Gym strives to provide a largely diverse and welcoming environment
for all clientele with the common goal of achieving a healthier lifestyle.

Primary Publics:

Membership Holders
Employees
Men and Women ages 18-35
Equipment Operators and distributors
Parents of children ages 0-8
Food Suppliers
Media outlets
Investors/Stakeholders
Competitors
Local Businesses

Possible Emergencies:
Sexual harassment.
Robbery internal and external.
Equipment failure/ defective piece of equipment.
Stolen items.
Drug use Steroids.
Injury by equipment.
Death or sickness of manager, employees, etc.
Infection outbreaks due to unclean equipment.
Sexual predators/ (implement a daycare or child safety).
Layoffs of large amounts of employees.
Natural disasters - floods, fires, blizzard, etc.
Attack from competitor.
Attack by an accuser, such as unsatisfied customers.
Physical and verbal fights.
Building codes - roof leaks, fire alarms, poor foundation.
Poor financial management.
Losing clientele from an unwelcoming or intimidating environment.
SAUNA AREA
Dehydration by overexposure.
Lack of coal maintenance may cause fire.
Nudity and Privacy issues.
Temperature issue (too hot).
Door locks - Privacy and Safety.
FOOD STATION
Food Preparation and expiration.
Safety of food storage.
Merchandise malfunctions.
Unclean water sources.
Bathroom and Locker Room privacy issues.

Description of Emergency: Sexual Harassment

Bruisin gym received a complaint six days ago regarding a 19 year-old female that is
claiming that she has been sexually harassed by one of the male fitness trainers at
the Robton location. After further investigation, it was discovered that this same
employee has been harassing other female clients at another Bruisin location. The
19 year-old female has taken to twitter to let the public know about her experience.
After tweeting about her incident, other female members have come forward with
similar stories that occurred at other Bruisin locations. The media has now been

swarming the different locations in an effort to cover the crisis, causing membership
cancellations to rapidly increase.

Goals:
This image crisis could seriously hurt Bruisin Bobs Gym in which publics will be
scared off and may not return to the gym. Investors will be unhappy that Bruisin
Bobs didnt handle this situation more efficiently, and employees will become uneasy
about working for a company that is now seen as unethical. These goals will serve to
raise awareness about the campaign in place to handle this crisis, and provide short
and long term outcomes for Bruisin Bobs that will fully handle the issue.

Immediately address the media and take responsibility by providing full

disclosure on the investigation being done within the Bruisin Bobs Robton
location.

Continuously communicate with our primary publics to insure they are

informed about the allegations, and the continuous efforts Bruisin Bobs is
putting forth to address the sexual harassment issue.

Improve the gym by offering trainings, seminars and classes on how to deal
with sexual harassment to improve the environment of the gym.

Encourage publics to report sexual harassment issues or whenever they feel

unsafe. Its crucial to report these findings to an authority figure in the
company such as the supervisor so the issue can be resolved immediately.

Messages:

Bruisin Bobs Gym will put the victims first before the gyms wellbeing and
express the most sincere concern when speaking to victims.

Bruisin Bobs Gym will do everything in its power to handle the sexual
harassment investigation in a professional manner so members can return to
the gyms feeling safe and confident.

Bruisin Bobs Gym will speak immediately to publics about this crisis, how the
crisis will be handled, and implement necessary protocol to ensure the
offenders are properly penalized.

Bruisin Bobs Gyms will implement the proper policies to ensure publics this
situation is being handled and the gym will continue with all activities.

Bruisin Bobs Gym will remain transparent with media outlets and publics
during the investigation to ensure clarity of facts.

Bruisin Bobs Gym will not tolerate sexual harassment or any other form of
harassment within gym locations and will work with other gyms as a coalition
to stop sexual harassment in gyms.

Objective Statements:
Informational:
Increase knowledge among primary publics about the continuous efforts of
Bruisin Bobs to address the sexual harassment claims, investigate and
implement repentance among the gym by 30 percent by the end of the month.

Continue to enhance knowledge about the long-term efforts Bruisin Bobs is

taking to eliminate sexual harassment and the numerous events offered to
educate publics about the seriousness of the issue.

Ensure publics that Bruisin Bobs is honorable, honest, and has integrity by
continuously communicating with media outlets to provide honest
information about the crisis.

Address the overall issue of sexual harassment by supporting others and offer
concern and condolences to those who have been harassed in other gym
settings.

Attitudinal:
To revamp the positive image of Bruisin Bobs by reinforcing the positive
behaviors among employees and members and providing better training on
how to deal with sexual harassment by 40 percent.

Increase a completely safe, warming, welcoming environment among Bruisin

Bobs publics and members by 20 percent by November 30th.

Focus not only the issue of sexual harassment within the gym, but also within
the local community and nationwide.

Get publics to be aware of Bruisin Bobs social media platforms that are
promoting a positive campaign to eliminate sexual harassment.

Behavioral:
Change the unfavorable attitudes towards Bruisin Bobs of employees,
members, investors, stakeholders and partners by December 1, 2014.

Attract media to cover the steps Bruisin Bobs Gym is taking to ensure this
smoldering crisis has come to an end.

Tactics:
Apology:
Bruisins gym will issue a formal apology to those affected by sexual harassment,
as well as all gym members. It is important that Bruisins is sincere, and remains
transparent throughout this process.

Press Release:
Bruisins gym will issue a press release immediately pertaining to the issue and
possible future problems. Bruisins will remain connected through the media in
order to relay a clear and accurate report on the issue at hand.
Owners and trainers will be certified.
To ensure the safety of the members of the gym, the owners and trainers of the gym
will take classes to receive a certification on sexual harassment in the workplace.
This certification will license trainers and owners to be able to handle any kind of
incidents involving sexual harassment. They will go through a variety of training and
workshops that will cover all precautions one must take. These precautions include:
being able to identify sexual harassment, knowing the appropriate approach to the
situation, and knowing how to respond to a severe situation that may get out of hand,
etc.
Defense class:
Bruisin Gym has a variety of fitness class but one they will introduce is Bruisin Self
Defense Class. This class would be a great start for members and the general public
to get an ultimate workout while focusing on preventative techniques from
harassers. The instructors will create any and every kind of scenario that one may
run into with sexual harassers. Members will also be educated on what sexual
harassment is by definition, so they will be able to identify it.
Suggestion Box:
Bruisin Gym finds it important to hear what the people within their gym community
has to say about a specific issue within the gym also things they may not be so open
to talk about. In the same sense as a suggestion box, Bruisin Gym wants its members
to feel comfortable enough to be able to share any incidences that may have
happened to them or a friend. There will be Bruisin Boxes throughout the gym where
people are able to write, on a sheet of paper, a time when theyve experienced or

witnessed sexual harassment. All submissions will be left anonymous and reviewed
by the CEO.

Counselors:
When there is any kind of sexual harassment that occurs in the gym, Bruisin Gym
has on-duty counselors that specialize in consulting victims of sexual harassment.
They will also have the authority to review the submitted sheets of paper in the
Bruisin Boxes. Counselors are available to all members of the gym and are the first
contact with any special cases.
Toll free calling services:
Sexual harassment doesnt only just happen within the gym, it can happen
anywhere. Bruisin offers this toll free call number which lets the public call for direct
communication on the issue. It is available for members outside of the gym as well.
Spread the word on the website:
There will be postings on Bruisins web page with updates and information on the
efforts of ensuring a safe environment among the staff, members and the gym as a
whole. A calendar with all of the group fitness classes will be posted and will include
the times and dates for the defense classes.

Blogs:
Along with Bruisins tactics of spreading the word about sexual harassment and how
it can be prevented, Bruisin found it effective to open up Bruisins Blog. Members
have the opportunity to post their stories or related stories to the blog. It is an open
discussion where other gym bloggers can comment too.
Bruisins Bulletin Board:
Among many informational flyers, events, looking for a roommate ads and many
others, Bruisins Bulletin Board will post informative flyers and post about sexual
harassment to create awareness on the issue. Postings up defense class dates, defense
seminars and other organizations that help to assist sexually harassed victims.
People tend to stereotype sexual harassment to only happen to women but Bruisin
wants to spread awareness that that is not true. Sexual harassment isnt subject to
just women but there have been a number of incidences where men were the victim.
In all of Bruisins tactics to prevent sexual harassment, it wants to really share
statistics of how men have suffered from sexual harassment. Its important to
emphasize that Bruisin isnt being selective but that they're simply trying to give
everyone the chance to get the help that they need.
Awareness Run:

Bruisin Gym wants to show its efforts and advocacy for preventing sexual
harassment in the work place. By doing so, Bruisin Gym will hold an awareness run
for all members and even local residence. It would be beneficial to people who enjoy
running and those who wish to support the cause. Bruisin Gym has partnered with
RAINN, Rape, Abuse and Incest National Network, which is the nations largest antisexual harassment organization. All proceeds of the awareness run will go to
associated sexual harassment groups in the area.

Sell merchandise:
Bruisin Gym will sell merchandise like t-shirts, water bottles, wristbands, key chains
and much more with the slogan Fight against Harassment. This merchandise will
be sold before, during and after the big awareness run event to spread more
awareness.
Brief employees and CEO:
Employees and the CEO will need to be briefed on what to say if the media were to
approach them about our crisis. The public should be the first to be informed when
there is a crisis so it will be crucial for Bruisins employees and CEO to be able to
respond in a structured and appropriate manner.
Single spokesperson:
Bruisin Gym will have its CEO as their official spokesperson. It will be important to
have a trustworthy spokesperson to be able to directly communicate with the public
on any issues.
Trainer Profiles:
Bruisin gym will have a profile section on its webpages for each location that will
provide information on the trainers that they will be working out with. It will
provide information on experience, certification and limited personal information.

Social Media:
Bruisins gym will stay current on social media platforms, such as twitter and
Facebook. It will also be releasing a formal statement through twitter in an effort to
reach those affected,

Proven Maxims:
A source of information regarded as trustworthy, expert, or authoritative is most likely
to be believed.
During a time of crisis involving a local business, the community surrounding the
business may be unsure of facts. By having the CEO of Bruisin Bobs Gym speak to
media outlets, release press releases, and the news, facts will be clearer and the
community will be willing to listen.

A spokesperson in a sexual harassment case is necessary to halt all rumors

surrounding the case. The CEO of Bruisin Bobs Gym is well aware of what is going
on within the organization, the facts of the case, and the ongoing investigation. While
some facts during the investigation may not be able to be released to publics, the CEO
will make a statement that this is an ongoing investigation so some information
needs to be kept confidential. The CEO of Bruisin Bobs Gym will create clarity
regarding information throughout the entirety of the crisis because this position is
regarded as authoritative. Being an authoritative figure and speaking on behalf of
Bruisins Bobs Gym in a time of crisis will also create a sense of respect that the
business is taking all appropriate measures to see this case is solved.
Sensitivity to public leadership is heightened in times of crisis or controversy. At such
time, people affirm or disapprove more forcefully and openly.
The CEO, managers of the gyms, and employees are all under speculation by publics
and the media during a time of crisis. A sexual harassment case often causes rumors
and distrust within an organization. By Bruisin Bobs Gym taking necessary action
during the sexual harassment case, expressing sympathy to victims, and
implementing policies to ensure sexual harassment is deterred at the gym locations,
publics will be less likely to disapprove so forcefully. This is not just important for the
public image of the businesses, but also for memberships and business.
Disapproval of Bruisin Bobs Gym locations will be lessened by the amount of
openness the gyms will have during this time. A spokesperson, the CEO, will be used
and although some information may not be released because of the investigation,
Bruisin Bobs will do its best to create clarity and a sense of urgency when dealing
with such severe allegations. As a result, public leadership within Bruisins Bobs will
be regarded in a positive sense.

Major issues and events cause wide swings in public opinion for brief periods. The
degree of lasting change tends to diminish with the passage of time.
Sexual harassment allegations hurt business and membership purchases at Bruisin
Bobs Gym locations throughout the state of New Jersey. Sexual harassment is a
major issue and negative event within the gym locations. These allegations caused a
swing in negativity in the gyms. While taking proper protocol and investigating the
crime, it is the hope this swing will only last during the duration of media coverage
and investigations. Within the passage of time and crisis management, this negativity
of the image of Bruisin Bobs will diminish and gym membership will increase.

By using proper crisis response, tactics, preparing for a future crisis, and adopting
policies of full disclosure and a clear voice, a positive swing within Bruisin Bobs
will be the final result over a passage of time. Restoring the gyms image in all
location will help to bring to light how much Bruisin Bobs has learned from this
crisis, how to prevent sexual harassment within the gym community, and how well
Bruisin Bobs has handled this crisis.