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Health Club Management

Health Club Management

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UNITING THE WORLD OF FITNESS
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Health Club Management

Health Club Management

features

Crossing the chasm

By Jak Phillips | Published in Health Club Management 2018 issue 9
Young people are more likely to want to sweat pints than drink them
Young people are more likely to want to sweat pints than drink them
Simon Sinek cites ‘15-18 per cent market penetration’ as the tipping point that must be reached to achieve mass market success and acceptance of an idea

Are we on the cusp of glory as a sector? It’s a question I’ve been asking myself a lot lately.

Every time I see a gym ad on TV in place of a promo for a burger joint, notice an ailing chain restaurant has been supplanted by a gym in a prime high street location or read a social media trends piece that talks about how today’s youth prefer to sweat pints rather than sink them.

It gets me thinking – how far is the health club industry from completing its evolution from a niche sector to a mass mainstream movement?

How much longer will it be before the ‘big, bad, scary gym’, as it was once considered by many people, becomes widely known as that space everyone visits three times a week when they’re not at work or at home?

Fitness industry analysts such as David Minton have hailed this as ‘the golden age of fitness’, with membership numbers and market values at all-time highs, driven by a decade of continuous growth. Minton’s most recent State of the UK Fitness Industry Report put the sector’s penetration rate at 14.9 per cent of the UK population, meaning almost as many adults now visit the gym as buy newspapers. Which begs the question, are we there yet? And if not, how much further is the Promised Land?

Mass market success
According to renowned author and business consultant Simon Sinek, we might be a lot closer than we think.

In his famous TED talk, How great leaders inspire action, Sinek discusses the Law of Diffusion of Innovation and cites 15-18 per cent penetration as the tipping point that must be reached to achieve mass market success and acceptance of an idea.

By ‘crossing this chasm’ as Sinek puts it, you reach a large enough number of people that the majority of the population are then ready to follow suit and fully embrace your services.

Assuming he’s right, our sector’s 14.9 per cent puts it within touching distance of mass adoption.

So, what are clubs doing to make the leap past that magic 18 per cent mark?

As we’ve seen from the recent acquisitions of Soho Gyms and EasyGym by Pure Gym and The Gym Group respectively, low cost sector operators are seeking to maintain the growth of the past decade by evolving their business models. This means looking at ways to expand their offerings – by occupying prime locations and through additions such as group exercise and premium benefits for members – while maintaining their competitive prices.

End of the beginning
Meanwhile, necessity continues to prove the mother of invention in the leisure trust market. As outlined by the latest ukactive Moving Communities report, operators are responding to swingeing council cuts through innovative approaches to their marketing and available activities to attract an increasingly diverse range of customers through their doors.

Elsewhere, we’re seeing boutiques jostling for headway and headlines as that segment’s expansion continues, while mainstream clubs are placing renewed emphasis on personalised member experiences that underline the full extent of their value proposition.

But of course, the real question will not be ‘how can we cross the chasm and edge towards 18 per cent adoption?’ It will be ‘how can we use this small but significant step as a springboard towards major mass-market adoption?’ – because that’s where the real glory awaits.

For an industry that remains largely in its infancy, such a milestone should represent not the beginning of the end, but merely the end of the beginning.

Phillips says the industry is within touching distance of mass market adoption
Phillips says the industry is within touching distance of mass market adoption
The Gym Group is driving growth
The Gym Group is driving growth
Pure Gym has been on the acquisition trail
Pure Gym has been on the acquisition trail
http://www.leisureopportunities.com/images/361621_250136.jpg
Jak Phillips says the health and fitness sector is close to achieving mass market adoption
People
We watch trends closely at Stylist and we’ve seen a real growth in women strength training as a way of reclaiming a traditionally male space
People
My life is about working with people to change their bodies, change their relationships, and change their lives - Tony Robbins
People
This isn’t a spin around the park: SUF Cycling requires participants to dig deep, which can push some people not used to HIIT out of their comfort zone
Features
Asia
Our industry in Asia is growing at an exponential rate but it’s too fragmented to ensure sustainable growth. Hundreds of exciting brands and businesses exist, many with great potential but we need to work together to grow our marketplace, engage new demographics and better serve communities and customers - Ross Campbell, CEO and founder of Fit Summit
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
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
Member payments
It’s essential for clubs that the payment process is as easy to use as possible. HCM caught up with some of the leading member payment services to find out how they’re helping clubs
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
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
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
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
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
Flooring
With the increase in popularity of functional training, the floor is increasingly becoming a piece of equipment in itself. Kath Hudson investigates
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
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
Pure Gym has appointed Premier Global NASM as its exclusive UK fitness training provider. The ...
Latest News
Solent University has officially opened its new £28m sports and fitness centre. The centre houses ...
Latest News
David Lloyd Clubs (DLC) has revealed plans to become the first fitness operator to commit ...
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 ...
Job search
POST YOUR JOB
Featured supplier news
Featured supplier: Collaboration, not aggregation, is the message
MoveGB is a collaboration-based platform, but being a platform, one of the common worries we hear from our partners is about loss of customer ownership.
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.
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 Overview
Harlands Group
An overview of the Harlands Group, the membership management experts. Read more
More videos:
Company profiles
Company profile: Rephouse Europa Ltd
Rephouse is a leading manufacturer of high-performance fitness flooring systems. With its state-of-the-art production technology ...
Company profiles
Company profile: Merrithew™ - Leaders in Mindful Movement™
Merrithew™ enriches the lives of others with responsible exercise modalities and innovative, multidisciplinary fitness offerings ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Fitness equipment
Octane Fitness: Fitness equipment
Lockers/interior design
Fitlockers: Lockers/interior design
Governing body
EMD UK: Governing body
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Architects/designers
Zynk Design Consultants: Architects/designers
Spa software
SpaBooker: Spa software
Audio visual
Hutchison Technologies: Audio visual
Member access schemes
Move GB: Member access schemes
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Skincare
Sothys: Skincare
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

Crossing the chasm

By Jak Phillips | Published in Health Club Management 2018 issue 9
Young people are more likely to want to sweat pints than drink them
Young people are more likely to want to sweat pints than drink them
Simon Sinek cites ‘15-18 per cent market penetration’ as the tipping point that must be reached to achieve mass market success and acceptance of an idea

Are we on the cusp of glory as a sector? It’s a question I’ve been asking myself a lot lately.

Every time I see a gym ad on TV in place of a promo for a burger joint, notice an ailing chain restaurant has been supplanted by a gym in a prime high street location or read a social media trends piece that talks about how today’s youth prefer to sweat pints rather than sink them.

It gets me thinking – how far is the health club industry from completing its evolution from a niche sector to a mass mainstream movement?

How much longer will it be before the ‘big, bad, scary gym’, as it was once considered by many people, becomes widely known as that space everyone visits three times a week when they’re not at work or at home?

Fitness industry analysts such as David Minton have hailed this as ‘the golden age of fitness’, with membership numbers and market values at all-time highs, driven by a decade of continuous growth. Minton’s most recent State of the UK Fitness Industry Report put the sector’s penetration rate at 14.9 per cent of the UK population, meaning almost as many adults now visit the gym as buy newspapers. Which begs the question, are we there yet? And if not, how much further is the Promised Land?

Mass market success
According to renowned author and business consultant Simon Sinek, we might be a lot closer than we think.

In his famous TED talk, How great leaders inspire action, Sinek discusses the Law of Diffusion of Innovation and cites 15-18 per cent penetration as the tipping point that must be reached to achieve mass market success and acceptance of an idea.

By ‘crossing this chasm’ as Sinek puts it, you reach a large enough number of people that the majority of the population are then ready to follow suit and fully embrace your services.

Assuming he’s right, our sector’s 14.9 per cent puts it within touching distance of mass adoption.

So, what are clubs doing to make the leap past that magic 18 per cent mark?

As we’ve seen from the recent acquisitions of Soho Gyms and EasyGym by Pure Gym and The Gym Group respectively, low cost sector operators are seeking to maintain the growth of the past decade by evolving their business models. This means looking at ways to expand their offerings – by occupying prime locations and through additions such as group exercise and premium benefits for members – while maintaining their competitive prices.

End of the beginning
Meanwhile, necessity continues to prove the mother of invention in the leisure trust market. As outlined by the latest ukactive Moving Communities report, operators are responding to swingeing council cuts through innovative approaches to their marketing and available activities to attract an increasingly diverse range of customers through their doors.

Elsewhere, we’re seeing boutiques jostling for headway and headlines as that segment’s expansion continues, while mainstream clubs are placing renewed emphasis on personalised member experiences that underline the full extent of their value proposition.

But of course, the real question will not be ‘how can we cross the chasm and edge towards 18 per cent adoption?’ It will be ‘how can we use this small but significant step as a springboard towards major mass-market adoption?’ – because that’s where the real glory awaits.

For an industry that remains largely in its infancy, such a milestone should represent not the beginning of the end, but merely the end of the beginning.

Phillips says the industry is within touching distance of mass market adoption
Phillips says the industry is within touching distance of mass market adoption
The Gym Group is driving growth
The Gym Group is driving growth
Pure Gym has been on the acquisition trail
Pure Gym has been on the acquisition trail
http://www.leisureopportunities.com/images/361621_250136.jpg
Jak Phillips says the health and fitness sector is close to achieving mass market adoption
Latest News
Pure Gym has appointed Premier Global NASM as its exclusive UK fitness training provider. The ...
Latest News
Solent University has officially opened its new £28m sports and fitness centre. The centre houses ...
Latest News
David Lloyd Clubs (DLC) has revealed plans to become the first fitness operator to commit ...
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: Collaboration, not aggregation, is the message
MoveGB is a collaboration-based platform, but being a platform, one of the common worries we hear from our partners is about loss of customer ownership.
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.
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 Overview
Harlands Group
An overview of the Harlands Group, the membership management experts. Read more
More videos:
Company profiles
Company profile: Rephouse Europa Ltd
Rephouse is a leading manufacturer of high-performance fitness flooring systems. With its state-of-the-art production technology ...
Company profiles
Company profile: Merrithew™ - Leaders in Mindful Movement™
Merrithew™ enriches the lives of others with responsible exercise modalities and innovative, multidisciplinary fitness offerings ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Fitness equipment
Octane Fitness: Fitness equipment
Lockers/interior design
Fitlockers: Lockers/interior design
Governing body
EMD UK: Governing body
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Architects/designers
Zynk Design Consultants: Architects/designers
Spa software
SpaBooker: Spa software
Audio visual
Hutchison Technologies: Audio visual
Member access schemes
Move GB: Member access schemes
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Skincare
Sothys: Skincare
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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