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Audio Visual: Sight & sound
The audio visual aspect of your club is one of the biggest factors in keeping members motivated and engaged with your offering. So how can you optimise this? We asked four of the top audio visual suppliers in the industry for their tips
People are highly aware of their audio visual (AV) surroundings when in a gym or fitness studio. One of the most significant motivators behind a workout lasting an entire session is the audio, which can entirely transform an individual’s mental attitude, shutting out unwanted distractions and providing high levels of engagement and motivation.
A recent survey carried out by Mood Media UK established that over 85 per cent of people questioned felt that music was an important part of their workout.
Gyms and fitness studios should try to accommodate the diverse preferences of their target audience by using tech and AV equipment to enhance personalisation. Our survey found that over 70 per cent of consumers would like some control over the music they hear while working out.
Allowing gym goers some level of control over their audio experience can engage and motivate them to exercise harder. This can be done by adding features such as communal playlists that allow them to vote to hear their favorite songs while working out.
Gyms can also now use AV equipment to tailor playlists for different times of the day in different areas of the gym to create a range of moods and to target certain demographics by adjusting the experience to their known preferences.
Using a great sound system is also key, as the quality of the sound plays an essential role in generating a truly immersive experience.
Creating environments that challenge the norm and deliver an immersive sensory experience will transport your members’ fitness experiences to a whole new dimension.
The most relevant AV and lighting solutions are considerately designed around creative fitness concepts and a well-developed product brief.
Successful multi-site and boutique operators are acutely ‘product’ focused; they start with a clear understanding of the customer ‘journey’ and then layer in all the key elements required to deliver a unique experience – creating a destination location that members want to return to, time and time again.
Understanding the operator’s brand aspirations, concept or product is key. If it’s all about the music then a carefully curated playlist, managed room acoustics and distributed pro-audio solution delivering deep audio tones and crisp audio clarity will be the main focus for the solution development. The next stage is layering in some atmospheric lighting to create a cool vibe, enhancing the overall experience for members.
For group exercise, the AV and lighting solution is in place to elevate the instructor’s performance. So a simple, frictionless control solution that empowers the instructor to focus on a ‘superstar’ class delivery is essential.
As part of this, a thoughtfully designed control interface that triggers complex AV and lighting scenes, dynamically transforming the tempo and emotional flow of the activity, is fundamental to creating an immersive experience, and to maximising any financial investment.
The latest technology developments provide timeline-controlled experiences: simply select the activity and then every element of the curated sensory experience will be reliably delivered.
This important development empowers multi-site operators to deliver consistent boutique experiences across multiple locations in an on-brand, operationally-supported and frictionless way.
Clubs can create multi-sensory, immersive experiences through best-in-class technologies, including distributed pro-audio, multi-channel surround sound and live data-driven gamification which is offered via large screen displays and projection screens.
These can feature effect- and colour-tunable lighting, theatrical wind-blowers, environmental temperature controls and on-brand scent atomisers to take immersive experiences to the next level, with a single control solution to bring it all together.
Don’t just add lots of AV equipment for the sake of it. There needs to be a focus and a reason for why each element is included – it must enhance the product and heighten the overall experience.
A quality audio visual system and usage strategy is now becoming as important as a facility’s decor, layout and design. Club members are now more discerning than ever when it comes to their auditory and visual environment.
Gone are the days of gyms using cheap low-quality speakers playing a staff member’s choice of music.
It’s widely known that high BPM music can motivate more strenuous exercise; studies have also shown that hearing music they like can cause members to evaluate premises more favourably, altering perception of time, generating a sense of belonging and reducing anxiety when entering both busy and empty spaces. Every club should have a music strategy which consists of a profiled music offering that changes throughout the day in line with any change in member demographic, while still reinforcing the brand.
This should be played out through a carefully designed, high quality sound system capable of both warmth and clarity, giving a heightened listener experience. Less can be more; in some acoustic environments using fewer of the correct speakers – accurately positioned – can work better than using many.
Visual aspects of health clubs should also be more carefully considered. Gone are the large banks of TVs showing just TV channels, now fewer and larger high-resolution screens integrated into the room design are being used to communicate brand news and information to members.
This can be simple on a small scale, with screens having inbuilt solid state content playback or on a larger scale, managing content across many screens at different clubs across an estate using a cloud-based solution.
Add in the use of high definition laser projectors in group exercise studios for virtual class solutions and your AV system really can create a ‘wow factor’.
Entertainment in fitness centres is not a new concept but it has evolved over the years due to the advancement in technology. The current trend seems to be to purchase cardio equipment with built-in or attached entertainment screens and to also install large format TVs throughout the club.
The cost of large TVs has decreased dramatically and is expected to drop another 10-15 per cent in 2020, so pretty much any club can afford to offer some sort of entertainment. A new product called AudioFetch allows the members to listen to TV audio using their smartphones, so they’re not restricted to just the cardio equipment.
I recommend installing large TVs in the lobby, locker rooms and other high traffic spots in the club. Connect it to digital signage, so club promotions and special events can be broadcast to members.
The AudioFetch app not only allows you to send audio from your TVs to people’s smartphones, but you can also advertise on the app and post unlimited advertisements to the system. It’s also possible to link advertisements to social accounts, track usage and more.
Finally, keep the overhead music at a minimum. Many members are using their smartphones to listen to music, so any overhead music should be used as background music.
