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Health Club Management

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People profile: Idris Allan, Argos

Sports digital trading manager, Argos

Published in Health Club Management 2018 issue 6
Idris Allan
Idris Allan
Argos aims to encourage the nation to adopt a healthier lifestyle through our products and education

Tell us about your Argos ‘House of Fitness’ event
The House of Fitness was a collaborative effort between Fitbit, Reebok, USN and Argos to raise awareness with customers that Argos is a one-stop-shop for a wide range of fitness brands and products.

The event was a two-day in-store fitness experience in a home-like setting, with workout classes and routines that could easily be recreated at home.

The main goal was to provide those who enjoy or are interested in working out at home with the tools and knowledge to do so effectively.

The event came about because we’d received an insight report that made it clear some people are intimidated when visiting the gym, so to provide these types of people with an alternative, we wanted to combine the fitness knowledge and expertise that’s available in a typical gym with the comforting surroundings of a typical home.

Why were ‘Petsercise classes’ included?
Pets help boost our mood and energy on a daily basis, so we think it’s a great idea to incorporate them into your workout when you’re feeling a little reluctant to exercise.
Petsercise is a new trend taking the fitness industry by storm, particularly Doga – or yoga with your dog!

How was it received by customers?
All the exercise classes on offer sold out, with over 50 members of the public attending.
We also saw an uplift in visits to the fitness areas of our website over the event weekend, with people going online to buy fitness equipment.

This was mainly driven through the event trending on social media.

How important were social media influencers to the campaign?
Social media influencers such as Carly Rowena were key, as they helped demonstrate how easy it is to work out from home, therefore, it was a no-brainer to get them involved.

Social media influencers also help us to target a different and wider audience and their social feeds offer inspiration and ‘how to’ guides in relation to key pieces of equipment, such as resistance bands, wearables or weights.

This makes people feel more confident to use them and also to buy them.

The influencers also helped us to target a younger audience, showing how Argos can help with fitness needs at every level.

What are Argos’s ultimate plans for its fitness equipment offering?
We want to become the number one retailer for fitness, by helping customers to achieve their fitness goals.?

We aim to encourage the nation to adopt a healthier lifestyle through our products and education.

Is the home market growing?
Customers have become increasingly interested in fitness and health, with people looking to educate themselves at home in both workouts and nutrition.

Yes, we’ve seen an increase in at-home fitness equipment sales over the last 12 months. This is down to customers becoming intimidated by the gym environment while not feeling judged when working out at home.

Customers are also not looking to spend a fortune on equipment when they first get into keeping fit, so are looking for quality products at affordable prices.

Can gyms and home fitness exist side by side?
Absolutely. One day it may feel great to get up early and dash to the gym for a class. Other times, getting up early or going after a work is the last thing you want, so it’s great to have the option to do a workout at home.

What people want out of their exercise routine will also determine where they feel most comfortable – for some people, that’s working out at home and for others that’s the gym.

About Carly Rowena

Carly Rowena is a personal trainer and fitness blogger who trains clients face to face and worldwide over Skype. She also teaches classes for consumer brands and runs retreats.

She did her training with Lifetime and Premier Training and name-checks them on her blog.

She says: “I like to think of myself as the girl next door who never wants to have to turn down a meal just to stay in shape. I’m all about independence and finding a healthy and happy way to feel incredible in my own skin.

“There is no big secret to weight-loss, it’s simply a lifestyle change. Diets don’t work because they’re temporary and only lead to bingeing or unhappiness.
“Small changes make big differences, you don’t always have to remove things from your life to lose weight or be fitter, sometimes it’s about swapping it for a healthier alternative or adding a new routine to your day. Anyone can succeed and be fitter, if they really want it.”

To find out more, go to: www.carlyrowena.com

Carly Rowena / courtesy of carlyrowena.com
Carly Rowena / courtesy of carlyrowena.com
Argos is taking on the fitness industry, targeting people who feel intimidated by the gym
Argos is taking on the fitness industry, targeting people who feel intimidated by the gym
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