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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

Analysis: Swotting up on fitness

Published in Health Club Management 2019 issue 4
 / PHOTO COURTESY OF LES MILLS
/ PHOTO COURTESY OF LES MILLS

The fitness industry is neatly poised at the nexus of wellness. A cornerstone of health. A vessel eager for technology. The exemplar of behavioural change. But in the race to own ‘lifestyle’, we find ourselves sparring other heavyweights for both the mindshare and wallet of our shared consumer.

On the one hand, healthcare teeters perilously in a world displaying massive disregard for health and planet, and on the other, human performance is accelerating. We stand with a foot on each path; the fat getting fatter, the fit getting fitter – both addicted to their urges.

The strengths, weaknesses, opportunities and threats of the fitness industry lie before us.

STRENGTHS

It’s a slam dunk
Of course, fitness is the best industry in the world. We deal in the bitcoin of bicep curls, health and happiness. We are the broad shoulders on which lifestyle itself stands. We can consume it socially or inhale it solo. It’s part of what makes us human. Without health we have nothing. Everyone agrees.

Anything is possible in the oasis
Since inception, our industry has proliferated; we can do Tai Chi in the Andes, float in salt water, party on a bike, tackle an obstacle race, become the fittest human, find our tribe, map our run, rate our workout, close our rings.

We’ve made a dent by creating content, building communities and starting a riveting conversation.

WEAKNESSES

Fitness pharma
Humans are inherently lazy. In a voice-activated and soon to be thought-activated kinda world, we won’t need to do a damn thing. We can just lie back, wait for full-entity automation and swallow silver pills that suspend us in a state of optimal human health.

When it comes to the 80/20 rule we entertain the smaller slice of the developed world. The remaining motherlode is the fun-zone of motivating the unmotivated. And we’re up against a formidable foe; screen-time addiction, over-consumption and the immersive seduction of a sedentary, sugar-laced, fantasy-world of dopamine-draining pleasures.

It’s not fitness, it’s everything
Historically fitness has been 1D. We were primarily body-focused. Thankfully nutrition entered as a key fundamental and a broader balance of mind-body-soul protocols ensued. We’ve lost more people than we’ve kept and done an average job with the ones we did.

He with the biggest database wins
Gyms have slogged it out for 50 years from community hall to big box, to budget, to boutique. The digital age has now put the gym in our pocket as we go borderless. Adjacent industries trading in complementary commodities; entertainment, tech, health, athleisure, franchising, food, social media and gaming just stepped onto our playing field.

Fitness is a side hustle
Fitness started as a hobby; ‘I left my high-paying corporate role to follow my passion into fitness’. A great set of legs and a personal-trainer boyfriend launched a slew of instafamous stars. The fitness mafia of chain-owning gentlemen aside, money-making has generally not been a benefit of fitness. Unfortunately, there is an abundance of hand to keto-eating-mouth, riches to rags stories.

Nothing will ever beat a live instructor... Er, wrong
The fitness industry has been slow to adopt tech. Peloton plucked the yellow jersey from our closet and wheeled us into our living room to bring boutique-fitness to our home. This deft software and hardware play with a hefty price-tag has seen them crowned the ‘Netflix of fitness’.

Peloton also promptly shut the door on discount business models, by releasing an app that lets you train on the dusty treadmill and bike still in your basement. Smart.

Adjacent industries such as athleisure, entertainment, tech and health have stepped onto our playing field PHOTO COURTESY OF LES MILLS
OPPORTUNITIES

We have time – automation is here
‘Alexa, make me a shake’ (with the exact ingredients automatically replenished from my smart-fridge requested by the biometric chip embedded in my wrist).

Take away all the mundane repeatable tasks in your fitness processes and hand them to a bot. Then dial up what’s left. Revel in deeper connection, sensory entertainment and curious problem-solving.

Find your tribe and deliver to it hard-core
Fitness has been personalised, digitised and ‘celebritised’. Avatars grace the gym, influencers rule the world and ecommerce delivers to our doorstep, like, yesterday. Work out how to interact with this real-time, on-demand world. And fast.

Knock knock Neo…
We have never been so under-slept, overstressed and unfocused as we are now. Because of technology.

And yet, the same evil that sat us down is pulling us back. Meditation rules the apps, Apple tells you when to stand up… Whoop grades your sleep… We’re taking orders from the mainframe to find our way back. Oh, the irony.

50 is the new 30
Holding onto youth and function is the new now. Regardless of how much cosmetic assistance and genome editing we undergo we can still find ways to spark joy through movement.


Partnerships
Innovation comes from the edge – the combustion of existing ideas not yet combined. Soul Cycle didn’t come from fitness. Peloton didn’t come from fitness. It’s up to you to partner with a new perspective.

Soul Cycle didn’t come from fitness. Peloton didn’t come from fitness. It’s up to you to partner with a new perspective

Life beyond the screen
Screens are a stepping stone. Eventually we’ll interact directly with our world(s), in mixed reality. Wearables won’t be worn, they’ll be embedded. Screens won’t interface, we’ll gesture, blink and think. The only screen left will be the big one that we are in; cue Matrix, Gattaca and Ready Player One.

She, with the best question, wins
Information used to hold value. Not now. The ever-growing galaxy of data is being mined, machines are learning, humans are being served through their preferences, predictions are paving the future and frictionless commerce is streaming seamlessly from the ether. As any great CEO will attest, it’s about the quality of the question. So, what’s yours?

Untapped Channels
Aaptiv showed us the relevance of vocal guidance. Tim Ferriss and other early podcast-adopters showed us the power of storytelling. Diagnostic tools like 23andme and sensors align us scientifically with hyper-personalised health to match nutrition and movement protocols to our DNA and daily needs.

When the economic downturn hits, cost-effective fitness delivery is ready. Are you?

THREATS

What got us here won’t get us there
Fitness is a fledgling business. Very few brands are like Equinox and don’t have the foresight (or frankly the capital) to extend experiences beyond the immaculately coiffured studios into travel and lodging, virtual coaching and wellness.

It’s unlikely we’ve done enough to outpace inevitable newcomers to our industry. And those newcomers aren’t so new. And their pockets run deep and their databases wide.

Netflix is in fitness. Airbnb is in fitness. Gaming is in fitness. GAFA (Google, Amazon, Facebook, Apple) are in fitness. ‘Nuff said.

Final Fitness Words
Fitness rocks as an industry. Fitness has become a precious commodity. Fitness is simply another service waiting to be packaged succulently and served to a primed group of consumers.

We are a great industry but we are not yet mighty. Adjacent businesses eclipse us in bankable value and have sat quietly waiting for fitness equity to rise.

Now we feel them sidling up to our toned obliques, taking out a well gloved hand and reaching into our little fitness pocket.

In the age of partnerships and consolidation, databases and drones, we need to take that hand and shake it hard.

http://www.leisureopportunities.com/images/imagesX/689044_209476.jpg
Emma Barry gives her thought-provoking take on the industry’s current strengths, weaknesses, opportunities and threats
People
Much of the fitness industry branding is based on a no pain, no gain philosophy, but we didn’t want to present Rabble like that, even though a session is ridiculously tiring!
People
As clubs with swimming pools and health and beauty facilities, the low cost model wasn’t going to work for us, but the clubs weren’t as high-end as David Lloyd clubs either. Our first intervention was to win over the staff and encourage them to act as though it was a high-end club
People
We estimate that we have 110,000 children in primary schools that have introduced the Daily Mile as part of the everyday school day. That’s 400 schools, and the feedback is great. It’s been a real success
Features
Statistics
While Sweden (21.6 per cent) and Norway (21.4 per cent) have the highest ratios of fitness club members relative to the total population, Ukraine (2.9 per cent) and Turkey (2.6 per cent) have low penetration rates, which could indicate potential for growth
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
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
Flooring
With the increase in popularity of functional training, the floor is increasingly becoming a piece of equipment in itself. Kath Hudson investigates
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
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
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
Analysis
Features
HCM Celebs
Being a touring musician can be tough on your wellbeing, so country music star, Tim McGraw, developed his own workouts to stay fit. Now he’s collaborating with Snap to launch a gym brand
Features
Research
New research from Deloitte China and IHRSA shows the market for health and fitness in India is starting to grow, as Kirsten Walsh reports
Features
Strength
Do you need strength training kit that fits a smaller space? Julie Fisher takes a look at the options
Features
Promotional Feature
Promotional feature
Our qualification increases learners’ awareness, encourages empathy and instils confidence to speak to people affected by mental ill-health
Latest News
Women's fashion magazine Stylist has entered the fitness market by opening a female-only boutique studio ...
Latest News
Creating opportunities for older people to get physically active represents a major driver for growth ...
Latest News
Australian fitness franchise F45 has secured deals to open sites in emerging markets across the ...
Latest News
The Bannatyne Group has completed a £750,000 redevelopment of its latest acquisition, the historic Cookridge ...
Latest News
Corporate fitness sales specialist Gympass has secured additional financial backing believed to be around US$300m ...
Latest News
Three-time National Basketball Association (NBA) Champion Draymond Green has opened his first Blink Fitness gym ...
Latest News
Ukactive has set out on a membership consultation, asking for views on how the not-for-profit ...
Latest News
Northumbria University (NU) has set out to uncover in detail the important role that structured ...
Job search
POST YOUR JOB
Featured supplier news
Featured supplier: Myzone vs. wrist trackers
According to ACSM’s Health and Fitness Journal, wearables trumped the top spot for trends in 2019. However, the question between Myzone or wrist trackers still stands.
Featured supplier news
Featured supplier: Gympass bridges the gap between boutique studios and corporate members
The boutique studio market is expanding rapidly.
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
DFC: We do more...
DFC
DFC are a leading direct debit collection company, providing cash flow solutions to happy clients from all over the UK. Read more
More videos:
Company profiles
Company profile: Core Health & Fitness
Core Health & Fitness is the world’s largest privately-held marketer and distributor of commercial fitness ...
Company profiles
Company profile: Crown Sports Lockers
Crown Sports Lockers has designed, crafted and fitted bespoke timber furniture for spas, hotels and ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Locking solutions
Ojmar: Locking solutions
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Fitness equipment
Octane Fitness: Fitness equipment
Direct debit solutions
Harlands Group: Direct debit solutions
Trade associations
International SPA Association - iSPA: Trade associations
Flooring
Total Vibration Solutions Ltd: Flooring
Lockers/interior design
Craftsman Quality Lockers Ltd: Lockers/interior design
Professional services
Deloitte UK: Professional services
Management software
GymSales: Management software
Governing body
EMD UK: Governing body
Property & Tenders
Will to Win
Property & Tenders
Diary dates
26-27 Jun 2019
Villa Park, Birmingham, United Kingdom
Diary dates
06-07 Jul 2019
Monte-Carlo, Monaco
Diary dates

features

Analysis: Swotting up on fitness

Published in Health Club Management 2019 issue 4
 / PHOTO COURTESY OF LES MILLS
/ PHOTO COURTESY OF LES MILLS

The fitness industry is neatly poised at the nexus of wellness. A cornerstone of health. A vessel eager for technology. The exemplar of behavioural change. But in the race to own ‘lifestyle’, we find ourselves sparring other heavyweights for both the mindshare and wallet of our shared consumer.

On the one hand, healthcare teeters perilously in a world displaying massive disregard for health and planet, and on the other, human performance is accelerating. We stand with a foot on each path; the fat getting fatter, the fit getting fitter – both addicted to their urges.

The strengths, weaknesses, opportunities and threats of the fitness industry lie before us.

STRENGTHS

It’s a slam dunk
Of course, fitness is the best industry in the world. We deal in the bitcoin of bicep curls, health and happiness. We are the broad shoulders on which lifestyle itself stands. We can consume it socially or inhale it solo. It’s part of what makes us human. Without health we have nothing. Everyone agrees.

Anything is possible in the oasis
Since inception, our industry has proliferated; we can do Tai Chi in the Andes, float in salt water, party on a bike, tackle an obstacle race, become the fittest human, find our tribe, map our run, rate our workout, close our rings.

We’ve made a dent by creating content, building communities and starting a riveting conversation.

WEAKNESSES

Fitness pharma
Humans are inherently lazy. In a voice-activated and soon to be thought-activated kinda world, we won’t need to do a damn thing. We can just lie back, wait for full-entity automation and swallow silver pills that suspend us in a state of optimal human health.

When it comes to the 80/20 rule we entertain the smaller slice of the developed world. The remaining motherlode is the fun-zone of motivating the unmotivated. And we’re up against a formidable foe; screen-time addiction, over-consumption and the immersive seduction of a sedentary, sugar-laced, fantasy-world of dopamine-draining pleasures.

It’s not fitness, it’s everything
Historically fitness has been 1D. We were primarily body-focused. Thankfully nutrition entered as a key fundamental and a broader balance of mind-body-soul protocols ensued. We’ve lost more people than we’ve kept and done an average job with the ones we did.

He with the biggest database wins
Gyms have slogged it out for 50 years from community hall to big box, to budget, to boutique. The digital age has now put the gym in our pocket as we go borderless. Adjacent industries trading in complementary commodities; entertainment, tech, health, athleisure, franchising, food, social media and gaming just stepped onto our playing field.

Fitness is a side hustle
Fitness started as a hobby; ‘I left my high-paying corporate role to follow my passion into fitness’. A great set of legs and a personal-trainer boyfriend launched a slew of instafamous stars. The fitness mafia of chain-owning gentlemen aside, money-making has generally not been a benefit of fitness. Unfortunately, there is an abundance of hand to keto-eating-mouth, riches to rags stories.

Nothing will ever beat a live instructor... Er, wrong
The fitness industry has been slow to adopt tech. Peloton plucked the yellow jersey from our closet and wheeled us into our living room to bring boutique-fitness to our home. This deft software and hardware play with a hefty price-tag has seen them crowned the ‘Netflix of fitness’.

Peloton also promptly shut the door on discount business models, by releasing an app that lets you train on the dusty treadmill and bike still in your basement. Smart.

Adjacent industries such as athleisure, entertainment, tech and health have stepped onto our playing field PHOTO COURTESY OF LES MILLS
OPPORTUNITIES

We have time – automation is here
‘Alexa, make me a shake’ (with the exact ingredients automatically replenished from my smart-fridge requested by the biometric chip embedded in my wrist).

Take away all the mundane repeatable tasks in your fitness processes and hand them to a bot. Then dial up what’s left. Revel in deeper connection, sensory entertainment and curious problem-solving.

Find your tribe and deliver to it hard-core
Fitness has been personalised, digitised and ‘celebritised’. Avatars grace the gym, influencers rule the world and ecommerce delivers to our doorstep, like, yesterday. Work out how to interact with this real-time, on-demand world. And fast.

Knock knock Neo…
We have never been so under-slept, overstressed and unfocused as we are now. Because of technology.

And yet, the same evil that sat us down is pulling us back. Meditation rules the apps, Apple tells you when to stand up… Whoop grades your sleep… We’re taking orders from the mainframe to find our way back. Oh, the irony.

50 is the new 30
Holding onto youth and function is the new now. Regardless of how much cosmetic assistance and genome editing we undergo we can still find ways to spark joy through movement.


Partnerships
Innovation comes from the edge – the combustion of existing ideas not yet combined. Soul Cycle didn’t come from fitness. Peloton didn’t come from fitness. It’s up to you to partner with a new perspective.

Soul Cycle didn’t come from fitness. Peloton didn’t come from fitness. It’s up to you to partner with a new perspective

Life beyond the screen
Screens are a stepping stone. Eventually we’ll interact directly with our world(s), in mixed reality. Wearables won’t be worn, they’ll be embedded. Screens won’t interface, we’ll gesture, blink and think. The only screen left will be the big one that we are in; cue Matrix, Gattaca and Ready Player One.

She, with the best question, wins
Information used to hold value. Not now. The ever-growing galaxy of data is being mined, machines are learning, humans are being served through their preferences, predictions are paving the future and frictionless commerce is streaming seamlessly from the ether. As any great CEO will attest, it’s about the quality of the question. So, what’s yours?

Untapped Channels
Aaptiv showed us the relevance of vocal guidance. Tim Ferriss and other early podcast-adopters showed us the power of storytelling. Diagnostic tools like 23andme and sensors align us scientifically with hyper-personalised health to match nutrition and movement protocols to our DNA and daily needs.

When the economic downturn hits, cost-effective fitness delivery is ready. Are you?

THREATS

What got us here won’t get us there
Fitness is a fledgling business. Very few brands are like Equinox and don’t have the foresight (or frankly the capital) to extend experiences beyond the immaculately coiffured studios into travel and lodging, virtual coaching and wellness.

It’s unlikely we’ve done enough to outpace inevitable newcomers to our industry. And those newcomers aren’t so new. And their pockets run deep and their databases wide.

Netflix is in fitness. Airbnb is in fitness. Gaming is in fitness. GAFA (Google, Amazon, Facebook, Apple) are in fitness. ‘Nuff said.

Final Fitness Words
Fitness rocks as an industry. Fitness has become a precious commodity. Fitness is simply another service waiting to be packaged succulently and served to a primed group of consumers.

We are a great industry but we are not yet mighty. Adjacent businesses eclipse us in bankable value and have sat quietly waiting for fitness equity to rise.

Now we feel them sidling up to our toned obliques, taking out a well gloved hand and reaching into our little fitness pocket.

In the age of partnerships and consolidation, databases and drones, we need to take that hand and shake it hard.

http://www.leisureopportunities.com/images/imagesX/689044_209476.jpg
Emma Barry gives her thought-provoking take on the industry’s current strengths, weaknesses, opportunities and threats
Latest News
Women's fashion magazine Stylist has entered the fitness market by opening a female-only boutique studio ...
Latest News
Creating opportunities for older people to get physically active represents a major driver for growth ...
Latest News
Australian fitness franchise F45 has secured deals to open sites in emerging markets across the ...
Latest News
The Bannatyne Group has completed a £750,000 redevelopment of its latest acquisition, the historic Cookridge ...
Latest News
Corporate fitness sales specialist Gympass has secured additional financial backing believed to be around US$300m ...
Latest News
Three-time National Basketball Association (NBA) Champion Draymond Green has opened his first Blink Fitness gym ...
Latest News
Ukactive has set out on a membership consultation, asking for views on how the not-for-profit ...
Latest News
Northumbria University (NU) has set out to uncover in detail the important role that structured ...
Latest News
A majority of mothers do not exercise because it makes them feel guilty about not ...
Latest News
Fitness giant Les Mills has launched three new studio spaces at its iconic Auckland City ...
Latest News
Wellness industry technology platform Mindbody has appointed Phil Coxon as managing director of Mindbody Europe. ...
Job search
POST YOUR JOB
Featured supplier news
Featured supplier: Myzone vs. wrist trackers
According to ACSM’s Health and Fitness Journal, wearables trumped the top spot for trends in 2019. However, the question between Myzone or wrist trackers still stands.
Featured supplier news
Featured supplier: Gympass bridges the gap between boutique studios and corporate members
The boutique studio market is expanding rapidly.
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
DFC: We do more...
DFC
DFC are a leading direct debit collection company, providing cash flow solutions to happy clients from all over the UK. Read more
More videos:
Company profiles
Company profile: Core Health & Fitness
Core Health & Fitness is the world’s largest privately-held marketer and distributor of commercial fitness ...
Company profiles
Company profile: Crown Sports Lockers
Crown Sports Lockers has designed, crafted and fitted bespoke timber furniture for spas, hotels and ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Locking solutions
Ojmar: Locking solutions
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Fitness equipment
Octane Fitness: Fitness equipment
Direct debit solutions
Harlands Group: Direct debit solutions
Trade associations
International SPA Association - iSPA: Trade associations
Flooring
Total Vibration Solutions Ltd: Flooring
Lockers/interior design
Craftsman Quality Lockers Ltd: Lockers/interior design
Professional services
Deloitte UK: Professional services
Management software
GymSales: Management software
Governing body
EMD UK: Governing body
Property & Tenders
Will to Win
Property & Tenders
Diary dates
26-27 Jun 2019
Villa Park, Birmingham, United Kingdom
Diary dates
06-07 Jul 2019
Monte-Carlo, Monaco
Diary dates
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