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Health Club Management

Health Club Management

features

Sweating the details: Content that kills

The ubiquity of screens offers our sector greater reach than ever before. The challenge is to find creative solutions to transform this perceived threat into an opportunity

By Jak Phillips | Published in Health Club Management 2019 issue 1
Companies like Peloton are harnessing screen power to offer engaging fitness options
Companies like Peloton are harnessing screen power to offer engaging fitness options
Peloton aims to persuade consumers to part with £2,000 for a bike and £40 a month in subscription fees to work out at home with its array of streamed classes

Addictive’, ‘deadly’, ‘the scourge of modern living’ – just some of the warning sirens from our growing moral panic around screen time.

Whether it’s new ukactive research that UK adults spend an average of 12 hours a week watching on-demand TV, or those amusing YouTube videos of toddlers furtively trying to swipe and zoom in on newspapers, seemingly everything today signals the impending apocalypse where screens finally take over.

Make no mistake, screens are everywhere. They’re in our living rooms, atop our desks, in our pockets even. The chances are, you’re reading these words on a screen.

But what’s so bad about that? Screens aren’t to blame for our ‘box-set binges’ and love affair with the chair, it’s the content. Screens don’t force people to stare at them for hours at a time, it’s the fact that Netflix does such a bloody good job of producing addictive content.

Content Landmarks
Idle forms of content currently dominate our screen time, but there’s no reason why the health and fitness sector can’t fight back with its own inspiring content to get people moving. It’s not like we haven’t done it before.

Think back to Jack LaLanne in the 1950s, Jane Fonda in the 1980s and Mr Motivator in the 1990s – they all became big ‘on the box’. Far from being the enemy of exercise, many of the landmark moments in our fledgeling fitness movement have stemmed from the screen.

The ubiquity of screens offers our sector greater reach than ever before. The challenge now is to find creative solutions to transform this perceived threat into an unprecedented opportunity.

Many firms have already started, and as digital fitness has exploded in recent years, the mission to establish fitness facilities as consumers’ ‘third space’ has moved into cyberspace.

The fitness content war is coming
And this is where the quality of content is key. Just as the dodgy on-screen instructors and faded projectors initially gave virtual fitness a bad name in health clubs, it’s the high-quality offerings now becoming the norm that are currently fuelling this new wave of virtual and on-demand fitness.

The content war is well underway, and the stakes are quickly rising. US private equity-backed Peloton recently arrived in London with much fanfare and is opening a production studio dedicated to creating ‘UK-centric’ fitness content.

Pitting itself against the traditional gym market, Peloton aims to persuade consumers to part with £2,000 for a bike and £40 a month in subscription fees to work out at home instead, with its array of streamed classes.

Meanwhile, established market players – such as Fitness On Demand, Wexer Virtual and Les Mills On Demand – are working with health and fitness clubs to bridge the gap between members’ homes and the gym, with fitness subscription services that offer an exercise touchpoint in between club visits.

And then there are a growing number of boutique clubs starting to offer live and recorded feeds of their workouts to be broadcast through streaming services such as ClassPass Live.

What does all this mean for health clubs?
There are those who believe that on-demand fitness offerings will negate the need for the health club and ultimately cost them members.

But the initial numbers don’t seem to bear this out. As the digital fitness revolution has gathered pace over the past decade, gym memberships and penetration rates have continued to steadily increase.

The evidence suggests that digital fitness is helping to bring more people into the world of fitness – the inactive, the self-conscious, the time-poor – with many then graduating into the club space, as they did in droves when the Fondas and LaLannes first hit our screens.

You only have to look to the music industry, which has similarly been disrupted by streaming services to see how this can play out. Most people have a Spotify subscription, but live music has never been more popular, with attendances to gigs and festivals at an all-time high. It just shows how live experiences will always be the pinnacle.

It’s the same story with virtual fitness in gyms. Far from cannibalising the group fitness crowd, industry research has shown clubs that install virtual fitness in their studio see an average 12 per cent increase in attendances to live classes.

Quality content gets people moving and crucially, it helps provide sustainable inspiration. We know the main reasons people leave gyms are down to perceived cost, convenience and lack of time – all of which ultimately boil down to a loss of motivation. A loss of motivation to fork out for that membership, to make that trip to the gym, to create the time for that regular workout.

By offering fitness at members’ fingertips, we can support them to stay in the fitness groove and maintain motivation whether they’re stuck at home, or at work or are travelling.

The gyms that win will be those that can form the right partnerships to extend their reach beyond their four walls through top quality content. They’ll keep current members engaged and will open up a route to reach the 85 per cent of adults who aren’t currently members of a gym. They’ll be primed to help these audiences dip their toe into the world of fitness, before graduating from home workouts into the club space.

The competition will be fierce, but the potential spoils are seismic. Forget being our biggest enemy, screens could yet prove to be the gym’s best friend.

Companies like Fitness on Demand are harnessing screen power to offer engaging fitness options
Companies like Fitness on Demand are harnessing screen power to offer engaging fitness options
Companies like Les Mills are harnessing screen power to offer engaging fitness options
Companies like Les Mills are harnessing screen power to offer engaging fitness options
http://www.leisureopportunities.com/images/imagesX/488047_616714.jpg
We need to stop demonising screen use and instead embrace quality content that gets people moving, says Jak Phillips
People
With two instructors per class – one devoted to correcting form – we fix people, and this creates clients for life
People
WHIS is a preventative healthcare platform, which empowers people to improve their health and wellbeing by facilitating community engagement
People
The issue holding things back is not GPs’ lack of belief in the power of physical activity – it’s the lack of a quality offer they can refer to. We need to look at the supplier side, so all GPs have access to a good quality provider of exercise
Features
Strength training
You may be able to help your members and customers avoid or reverse osteoporosis by encouraging weight bearing activities, as Liz Terry reports
Features
HCM Celeb
The boxing entrepreneur aims to help people ‘unleash the fighter within’ to better handle life’s challenges, with the slogan, ‘It’s not yours until you fight for it’
Features
Asia
Over 300 fitness executives gathered in Singapore recently for the World Fit Summit. HCM’s Steph Eaves attended to chat with CEO and founder Ross Campbell and find out more about the industry in Asia
Features
ukactive
Following the ActiveLab Live! finale at the recent Active Uprising conference, we take a look at startups that are using technology to help people become healthier and more active
Features
Retention
Are you optimising HIIT for your members, or are they put off by the pain? Abigail Harris looks at research into ways to better support members towards a positive outcome
Features
HCM Celebs
In the name of work, Australian actor Chris Hemsworth has undergone impressive physical transformations for film roles such as Thor in The Avengers and Marvel films. Inspired by the public’s interest in his workouts, he’s now created a health and fitness app called Centr that utilises the expertise of his team of world-class experts
Features
Flooring
With the increase in popularity of functional training, the floor is increasingly becoming a piece of equipment in itself. Kath Hudson investigates
Features
Retention
There’s no one thing that will fix your member retention, but clarity of mission, a strong culture and an eye for data will drive significant change. Kate Cracknell reports from this year’s Retention Convention
Features
Statistics
The fitness market in Europe is entering a new phase of growth according to the European Health & Fitness Market Report 2019 by EuropeActive and Deloitte. HCM reports
Features
Active ageing
The older people get, the more likely they are to have a long term health condition. But getting ill is not an inevitable consequence of getting older, so targeting the over 50s market could bring about multiple wins. Kath Hudson reports
Features
Innovation
Silicon Valley hacker Dave Asprey used his tech skills to gather the latest fitness kit to create a bio hacking boutique. Kath Hudson investigates cusapero
Features
Promotional Feature
Promotional feature
Technology is shaping the way we do fitness. Personal trainers seek the latest innovations to elevate their business services. Electro-muscle stimulation (EMS) takes fitness technology to a whole new level, using the best of technology to ensure faster results compared to any other workout
Latest News
Fitness subscription platform ClassPass has appointed a UK general manager as it looks to grow ...
Latest News
Bannatyne Group has named Karen Wilkinson to the board of Bannatyne Fitness. The appointment comes ...
Latest News
UK children will be offered a greater opportunity to take part in 60 minutes of ...
Latest News
Regular exercise, a balanced diet, quitting smoking and cutting down on alcohol are the best ...
Latest News
The best class instructors earn the best salaries the market offers, bringing enhanced value to ...
Latest News
Research from property experts at Colliers International suggests people are increasingly willing to pay more ...
Latest News
The Grade II listed, 17th century Grantley Hall hotel and wellness retreat will reopen today ...
Latest News
Boutique health and fitness operator Ten Health and Fitness plans to double the size of ...
Job search
POST YOUR JOB
Featured supplier news
Featured supplier: New London PT facility partners with Eleiko
WE11, a luxury co-working studio for wellness professionals, is a stunning facility with a fully equipped gym, treatment rooms, changing rooms and The WE11 Lounge.
Featured supplier news
Featured supplier: Solent University’s brand new Sports Centre receives high performance flooring and functional rig solutions from EXF
Leading bespoke fitness equipment manufacturer, EXF Fitness has recently completed an installation project at Solent University in Southampton.
Opinion
promotion
Member retention is a growing problem for long-established gym chains, who are battling the growing budget and boutique gym market.
Opinion: Are you trying to beat budget gyms at their own game?
Video Gallery
Harlands Group testimonial
Harlands Group
Harlands Group - Testimonial from 'Simply Gym'. Read more
More videos:
Company profiles
Company profile: EXF Fitness
EXF offer so much more than modular systems and pick and mix installations, they don’t ...
Company profiles
Company profile: Escape Fitness Limited
Founded in 1998, Escape Fitness has built a reputation for innovation, quality and design as ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Management software
GymSales: Management software
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Flooring
Total Vibration Solutions Ltd: Flooring
Locking solutions
Ojmar: Locking solutions
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Skincare
Sothys: Skincare
Lockers/interior design
Craftsman Quality Lockers Ltd: Lockers/interior design
Professional services
Deloitte UK: Professional services
Exercise equipment
EXF Fitness Equipment: Exercise equipment
Direct debit solutions
Debit Finance Collections: Direct debit solutions
Property & Tenders
Diary dates
23-25 Jul 2019
Melbourne Convention and Exhibition Centre, Melbourne, Australia
Diary dates
05-06 Sep 2019
TagusPark, Oeiras, Portugal
Diary dates

features

Sweating the details: Content that kills

The ubiquity of screens offers our sector greater reach than ever before. The challenge is to find creative solutions to transform this perceived threat into an opportunity

By Jak Phillips | Published in Health Club Management 2019 issue 1
Companies like Peloton are harnessing screen power to offer engaging fitness options
Companies like Peloton are harnessing screen power to offer engaging fitness options
Peloton aims to persuade consumers to part with £2,000 for a bike and £40 a month in subscription fees to work out at home with its array of streamed classes

Addictive’, ‘deadly’, ‘the scourge of modern living’ – just some of the warning sirens from our growing moral panic around screen time.

Whether it’s new ukactive research that UK adults spend an average of 12 hours a week watching on-demand TV, or those amusing YouTube videos of toddlers furtively trying to swipe and zoom in on newspapers, seemingly everything today signals the impending apocalypse where screens finally take over.

Make no mistake, screens are everywhere. They’re in our living rooms, atop our desks, in our pockets even. The chances are, you’re reading these words on a screen.

But what’s so bad about that? Screens aren’t to blame for our ‘box-set binges’ and love affair with the chair, it’s the content. Screens don’t force people to stare at them for hours at a time, it’s the fact that Netflix does such a bloody good job of producing addictive content.

Content Landmarks
Idle forms of content currently dominate our screen time, but there’s no reason why the health and fitness sector can’t fight back with its own inspiring content to get people moving. It’s not like we haven’t done it before.

Think back to Jack LaLanne in the 1950s, Jane Fonda in the 1980s and Mr Motivator in the 1990s – they all became big ‘on the box’. Far from being the enemy of exercise, many of the landmark moments in our fledgeling fitness movement have stemmed from the screen.

The ubiquity of screens offers our sector greater reach than ever before. The challenge now is to find creative solutions to transform this perceived threat into an unprecedented opportunity.

Many firms have already started, and as digital fitness has exploded in recent years, the mission to establish fitness facilities as consumers’ ‘third space’ has moved into cyberspace.

The fitness content war is coming
And this is where the quality of content is key. Just as the dodgy on-screen instructors and faded projectors initially gave virtual fitness a bad name in health clubs, it’s the high-quality offerings now becoming the norm that are currently fuelling this new wave of virtual and on-demand fitness.

The content war is well underway, and the stakes are quickly rising. US private equity-backed Peloton recently arrived in London with much fanfare and is opening a production studio dedicated to creating ‘UK-centric’ fitness content.

Pitting itself against the traditional gym market, Peloton aims to persuade consumers to part with £2,000 for a bike and £40 a month in subscription fees to work out at home instead, with its array of streamed classes.

Meanwhile, established market players – such as Fitness On Demand, Wexer Virtual and Les Mills On Demand – are working with health and fitness clubs to bridge the gap between members’ homes and the gym, with fitness subscription services that offer an exercise touchpoint in between club visits.

And then there are a growing number of boutique clubs starting to offer live and recorded feeds of their workouts to be broadcast through streaming services such as ClassPass Live.

What does all this mean for health clubs?
There are those who believe that on-demand fitness offerings will negate the need for the health club and ultimately cost them members.

But the initial numbers don’t seem to bear this out. As the digital fitness revolution has gathered pace over the past decade, gym memberships and penetration rates have continued to steadily increase.

The evidence suggests that digital fitness is helping to bring more people into the world of fitness – the inactive, the self-conscious, the time-poor – with many then graduating into the club space, as they did in droves when the Fondas and LaLannes first hit our screens.

You only have to look to the music industry, which has similarly been disrupted by streaming services to see how this can play out. Most people have a Spotify subscription, but live music has never been more popular, with attendances to gigs and festivals at an all-time high. It just shows how live experiences will always be the pinnacle.

It’s the same story with virtual fitness in gyms. Far from cannibalising the group fitness crowd, industry research has shown clubs that install virtual fitness in their studio see an average 12 per cent increase in attendances to live classes.

Quality content gets people moving and crucially, it helps provide sustainable inspiration. We know the main reasons people leave gyms are down to perceived cost, convenience and lack of time – all of which ultimately boil down to a loss of motivation. A loss of motivation to fork out for that membership, to make that trip to the gym, to create the time for that regular workout.

By offering fitness at members’ fingertips, we can support them to stay in the fitness groove and maintain motivation whether they’re stuck at home, or at work or are travelling.

The gyms that win will be those that can form the right partnerships to extend their reach beyond their four walls through top quality content. They’ll keep current members engaged and will open up a route to reach the 85 per cent of adults who aren’t currently members of a gym. They’ll be primed to help these audiences dip their toe into the world of fitness, before graduating from home workouts into the club space.

The competition will be fierce, but the potential spoils are seismic. Forget being our biggest enemy, screens could yet prove to be the gym’s best friend.

Companies like Fitness on Demand are harnessing screen power to offer engaging fitness options
Companies like Fitness on Demand are harnessing screen power to offer engaging fitness options
Companies like Les Mills are harnessing screen power to offer engaging fitness options
Companies like Les Mills are harnessing screen power to offer engaging fitness options
http://www.leisureopportunities.com/images/imagesX/488047_616714.jpg
We need to stop demonising screen use and instead embrace quality content that gets people moving, says Jak Phillips
Latest News
Fitness subscription platform ClassPass has appointed a UK general manager as it looks to grow ...
Latest News
Bannatyne Group has named Karen Wilkinson to the board of Bannatyne Fitness. The appointment comes ...
Latest News
UK children will be offered a greater opportunity to take part in 60 minutes of ...
Latest News
Regular exercise, a balanced diet, quitting smoking and cutting down on alcohol are the best ...
Latest News
The best class instructors earn the best salaries the market offers, bringing enhanced value to ...
Latest News
Research from property experts at Colliers International suggests people are increasingly willing to pay more ...
Latest News
The Grade II listed, 17th century Grantley Hall hotel and wellness retreat will reopen today ...
Latest News
Boutique health and fitness operator Ten Health and Fitness plans to double the size of ...
Latest News
Crunch Fitness could double in size over the next five years, according to CEO Jim ...
Latest News
énergie Fitness has tasted success at the bfa HSBC Franchise Awards, winning the Brand Awareness ...
Latest News
The acquisition of commercial fitness equipment manufacturer Life Fitness by KPS Capital Partners has completed, ...
Job search
POST YOUR JOB
Featured supplier news
Featured supplier: New London PT facility partners with Eleiko
WE11, a luxury co-working studio for wellness professionals, is a stunning facility with a fully equipped gym, treatment rooms, changing rooms and The WE11 Lounge.
Featured supplier news
Featured supplier: Solent University’s brand new Sports Centre receives high performance flooring and functional rig solutions from EXF
Leading bespoke fitness equipment manufacturer, EXF Fitness has recently completed an installation project at Solent University in Southampton.
Opinion
promotion
Member retention is a growing problem for long-established gym chains, who are battling the growing budget and boutique gym market.
Opinion: Are you trying to beat budget gyms at their own game?
Video Gallery
Harlands Group testimonial
Harlands Group
Harlands Group - Testimonial from 'Simply Gym'. Read more
More videos:
Company profiles
Company profile: EXF Fitness
EXF offer so much more than modular systems and pick and mix installations, they don’t ...
Company profiles
Company profile: Escape Fitness Limited
Founded in 1998, Escape Fitness has built a reputation for innovation, quality and design as ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Management software
GymSales: Management software
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Flooring
Total Vibration Solutions Ltd: Flooring
Locking solutions
Ojmar: Locking solutions
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Skincare
Sothys: Skincare
Lockers/interior design
Craftsman Quality Lockers Ltd: Lockers/interior design
Professional services
Deloitte UK: Professional services
Exercise equipment
EXF Fitness Equipment: Exercise equipment
Direct debit solutions
Debit Finance Collections: Direct debit solutions
Property & Tenders
Diary dates
23-25 Jul 2019
Melbourne Convention and Exhibition Centre, Melbourne, Australia
Diary dates
05-06 Sep 2019
TagusPark, Oeiras, Portugal
Diary dates
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