Nautilus / Core Health & Fitness
Nautilus / Core Health & Fitness
Nautilus / Core Health & Fitness
Health Club Management

Health Club Management

Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn Follow Health Club Management on Instagram
UNITING THE WORLD OF FITNESS
Get the latest news, jobs and features in your inbox
Health Club Management

Health Club Management

features

Ahead of the curve

What are the key consumer trends for health club operators to latch onto in 2014?

By DAVID MATTIN, TRENDWATCHING.COM | Published in Leisure Handbook 2014 issue 1
IKEA put up 2,000 ‘posters’ which were actually flat-packed cardboard moving boxes – with discounts for furniture – on the day many people move house

POINT & KNOW
Forget information overload: consumers can’t get enough timely, useful information. They’re taking advantage of smartphone-associated technologies such as QR codes and augmented reality to access real-time information about their surroundings. And with 56 per cent of UK consumers owning a smartphone, exploiting this trend will be a must for many businesses in 2014.

The potential applications of ‘point and know’ in the fitness industry are (almost) endless. Take just one example: San Diego County Parks and Recreation in the US has opened a new ‘QR Code Fit Trail’ system at its 4S Ranch Sports Park. Consumers simply scan a QR code on the Fit Trail and get free videos with guided exercises from a certified fitness instructor.

GAMEPROVEMENT
Rising numbers of consumers are turning to games to unlock new mindsets and drive new behaviours, as well as overcome obstacles and challenges.

Fierce competitiveness will not appeal to all, or even most, consumers – for some, it’s only about playing against themselves to get healthier, happier, more ethical or more fulfilled. However, fitness and the ‘gameprovement’ trend are natural partners. Fitocracy (www.fitocracy.com) is a good example of this – an online network that turns fitness into a game. Users can connect with others by joining workout groups with pre-defined goals – weight loss, for example – and compete against friends to earn points and reach goals. In addition, the site will set users quests to complete, and award badges for milestones reached.

Expect ‘gameprovement’ to spread and evolve throughout 2013.

MAXIMISED MOMENTS
With so many experiences on offer, consumers have never been more saturated by choice when it comes to finding ways to spend their time. For many in 2013, the response will be variety, speed and intensity, as single experiences are replaced by multiple, mix-and-matched experiences that provide sensory, information or indulgence overload.

Expect to see more brands and businesses applying this trend in the year ahead. Take Manicube, for example (http://manicube.com). Launched in New York in 2012, Manicube is a company that offers 15-minute in-office manicures. For US$15, customers can enjoy a prep, polish and dry, with Manicube offering iPads to entertain clients while they wait.

It shouldn’t be too hard to think of a few ways to offer ‘maximised moments’ in your organisation too.

QUANTIFIED SELF
Self-measurement and analysis of personal metrics has fundamentally changed the way early adopters relate to their physical and mental selves, with ongoing implications for the fitness industry.

In 2014, mainstream consumers will also take notice, as the ‘quantification’ trend pushes further away from its hard-science roots and towards a culture of wellness and lifestyle control. Expect, also, an increased focus on elegant and useful visualisations of personal health data.

Notch (http://notch.me), for example, is a website that takes a user’s data from the personal tracking devices Fitbit and Runkeeper and turns it into personalised infographics. Membership of the site is free: users just have to connect their Fitbit or Runkeeper accounts when they join. Notch then generates images and fun facts for users, such as ‘Last month you walked the length of the Panama Canal!’ Users can share infographics via social media.

SERVILE BRANDS
Any consumer-facing organisation knows that consumers are more demanding, time-starved, informed and choice-saturated than ever before. No wonder brand loyalty is low. In fact, in a survey of consumers across 32 countries, just 28 per cent rated brand as a purchasing driver (Ernst & Young, March 2012).

That’s why brands are increasingly having to go beyond great customer service, turning themselves into lifestyle servants focused on catering to the needs, desires and whims of customers, wherever they are and whenever they demand it.

There are many ways to turn ‘servile’, from letting consumers try everything before they buy to saving them time, money and stress across all aspects of life, not just during their interactions with you.

One example: last year, IKEA put up 2,000 ‘posters’, which were actually flat-packed cardboard moving boxes, around Montreal on 1 July – the day many property leases expire. The boxes were printed with slogans that encouraged people to take them home and included discounts on new furniture, moving tips and dinner offers for those without a kitchen, they could even be turned into chairs. The campaign increased IKEA’s traffic by 14 per cent and sales by 24.5 per cent – the same effect as opening an entire new IKEA store in that market.

AUTO-ME
Data means power: the power to delight consumers with meaningfully tailored, or even entirely bespoke, products and services that truly reflect who an individual consumer is, and what they want.

British Airways’ Know Me programme involves BA staff using data – whether the customer has flown BA before, whether they have experienced problems and even Google searches – to tailor the in-flight service to the individual customer.

When it launched, reception to the idea was mixed, with some seeing it as more creepy than cool. But 2014 is sure to see more examples of this kind of ‘datashaping’, as brands frantically try to respond to consumers’ ever-increasing demands for bespoke service.

INTUITIVE INTERFACES
This trend is all about technologies that enable consumers to interact with their environment in more natural and intuitive ways. That means an end to the need to ‘learn’ to use a device; instead, intuitive devices understand speech and gestures, making them instantly accessible.

In June 2012, for example, Nike and Microsoft introduced Nike+ Kinect Training, an at-home exercise game for the Xbox 360. No need for users to change the way they exercise, or for awkward controllers: instead, players’ movements are tracked via sensors as they follow a virtual fitness coach and participate in challenges, which include running on the spot, lunging, dodging on-screen projectiles and squats.

As technology weaves itself around health and fitness behaviours, this trend becomes an increasingly important one for the fitness sector to track.

ALERTING
In 2014, more consumers will turn their smartphones into lifestyle maximisers. One way they’ll do this will be by getting real-time, location-relevant lifestyle alerts that help them get the most from every day.

This ‘alerting’ trend can point to powerful ways to reach out to consumers, and help them achieve the goals they set themselves. Take HeroButton as an example. First released in Canada, this is a free mobile app that functions as a digital assistant. Users create a specific alert and are notified when certain criteria are fulfilled – this could be when a product they’re looking to purchase becomes cheaper, when a group-buying site has a deal that could interest them, or when a favourite musician releases an album.

CONCLUSION
That’s just a snapshot of a few of the key trends at work in 2013/4. These trends will evolve and spread as consumers ºfind new ways to serve unchanging desires for connection, self-improvement and status.

So share them with your team and see what innovations you can come up with to stay ahead of the curve.

ABOUT THE AUTHOR

David Mattin is lead strategist at trendwatching.com. As one of the world’s leading trend firms, trendwatching.com sends out its free, monthly Trend Briefings in nine languages to more than
160,000 subscribers.

From Health Club Management Handbook 2013, p60

QR codes link to videos that show members how to use functional zones
QR codes link to videos that show members how to use functional zones
New York-based Manicube offers in-office, 15-minute manicures for US$15 / Photo: © PZAXE/SHUTTERSTOCK.COM
New York-based Manicube offers in-office, 15-minute manicures for US$15 / Photo: © PZAXE/SHUTTERSTOCK.COM
New York-based Manicube offers in-office, 15-minute manicures for US$15
New York-based Manicube offers in-office, 15-minute manicures for US$15
British Airways aims to tailor the in-flight experience to each individual customer / Photo: © EDHAR/SHUTTERSTOCK.COM
British Airways aims to tailor the in-flight experience to each individual customer / Photo: © EDHAR/SHUTTERSTOCK.COM
Nike+ Kinect tracks users’ movements via sensors as they follow a virtual fitness coach
Nike+ Kinect tracks users’ movements via sensors as they follow a virtual fitness coach
http://www.leisureopportunities.com/images/LH2014_curve.gif
The latest trends for health clubs revealed – from wearable tech to the quantified self
People
HCM people

Lisa Smosarski

Editor in chief – Stylist magazine
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 sp
People
We have replicated the nightclub and restaurant environments that 22- to 35-year-olds like to hang out in - Rasmus Ingerslev
People
HCM people

Ben Keenan

SUF Cycling: commercial director
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
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
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
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
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
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
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
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
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
Life Fitness has appointed Chris Clawson as its CEO, succeeding the outgoing Jason Worthy. Clawson ...
Latest News
Exercise has the ability to improve brain function in previously sedentary, overweight individuals. The University ...
Latest News
Fitness equipment giant Nautilus has named James "Jim" Barr IV as its chief executive officer. ...
Latest News
Leading UK cancer charities have called for newly diagnosed to be prescribed exercise and nutrition ...
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 ...
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: Crown overhaul changing rooms at Saunton Sands spa
Saunton Sands Hotel in Devon, UK, has completed a £2m expansion of its spa and wellness facilities.
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
Nautilus - Glute Drive
Core Health & Fitness
Inspired by the increasing trend of glute exercises seen in various and dangerous executions in the gyms today. Read more
More videos:
Company profiles
Company profile: Power Plate
Power Plate is a vibrating platform that enhances any movement to help you prepare faster, ...
Company profiles
Company profile: Legend Club Management Systems (UK) Ltd
Legend provides the leading software solution for driving improvements in leisure operations. We deliver savings ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Trade associations
International SPA Association - iSPA: Trade associations
Fitness equipment
Physical Company Ltd: Fitness equipment
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Direct debit solutions
Debit Finance Collections: Direct debit solutions
Exercise equipment
Eleiko Sport AB: Exercise equipment
Professional services
Deloitte UK: Professional services
Skincare
Comfort Zone - Davines S.p.A: Skincare
Management software
GymSales: Management software
Lockers/interior design
Craftsman Quality Lockers Ltd: Lockers/interior design
Locking solutions
Ojmar: Locking 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

Ahead of the curve

What are the key consumer trends for health club operators to latch onto in 2014?

By DAVID MATTIN, TRENDWATCHING.COM | Published in Leisure Handbook 2014 issue 1
IKEA put up 2,000 ‘posters’ which were actually flat-packed cardboard moving boxes – with discounts for furniture – on the day many people move house

POINT & KNOW
Forget information overload: consumers can’t get enough timely, useful information. They’re taking advantage of smartphone-associated technologies such as QR codes and augmented reality to access real-time information about their surroundings. And with 56 per cent of UK consumers owning a smartphone, exploiting this trend will be a must for many businesses in 2014.

The potential applications of ‘point and know’ in the fitness industry are (almost) endless. Take just one example: San Diego County Parks and Recreation in the US has opened a new ‘QR Code Fit Trail’ system at its 4S Ranch Sports Park. Consumers simply scan a QR code on the Fit Trail and get free videos with guided exercises from a certified fitness instructor.

GAMEPROVEMENT
Rising numbers of consumers are turning to games to unlock new mindsets and drive new behaviours, as well as overcome obstacles and challenges.

Fierce competitiveness will not appeal to all, or even most, consumers – for some, it’s only about playing against themselves to get healthier, happier, more ethical or more fulfilled. However, fitness and the ‘gameprovement’ trend are natural partners. Fitocracy (www.fitocracy.com) is a good example of this – an online network that turns fitness into a game. Users can connect with others by joining workout groups with pre-defined goals – weight loss, for example – and compete against friends to earn points and reach goals. In addition, the site will set users quests to complete, and award badges for milestones reached.

Expect ‘gameprovement’ to spread and evolve throughout 2013.

MAXIMISED MOMENTS
With so many experiences on offer, consumers have never been more saturated by choice when it comes to finding ways to spend their time. For many in 2013, the response will be variety, speed and intensity, as single experiences are replaced by multiple, mix-and-matched experiences that provide sensory, information or indulgence overload.

Expect to see more brands and businesses applying this trend in the year ahead. Take Manicube, for example (http://manicube.com). Launched in New York in 2012, Manicube is a company that offers 15-minute in-office manicures. For US$15, customers can enjoy a prep, polish and dry, with Manicube offering iPads to entertain clients while they wait.

It shouldn’t be too hard to think of a few ways to offer ‘maximised moments’ in your organisation too.

QUANTIFIED SELF
Self-measurement and analysis of personal metrics has fundamentally changed the way early adopters relate to their physical and mental selves, with ongoing implications for the fitness industry.

In 2014, mainstream consumers will also take notice, as the ‘quantification’ trend pushes further away from its hard-science roots and towards a culture of wellness and lifestyle control. Expect, also, an increased focus on elegant and useful visualisations of personal health data.

Notch (http://notch.me), for example, is a website that takes a user’s data from the personal tracking devices Fitbit and Runkeeper and turns it into personalised infographics. Membership of the site is free: users just have to connect their Fitbit or Runkeeper accounts when they join. Notch then generates images and fun facts for users, such as ‘Last month you walked the length of the Panama Canal!’ Users can share infographics via social media.

SERVILE BRANDS
Any consumer-facing organisation knows that consumers are more demanding, time-starved, informed and choice-saturated than ever before. No wonder brand loyalty is low. In fact, in a survey of consumers across 32 countries, just 28 per cent rated brand as a purchasing driver (Ernst & Young, March 2012).

That’s why brands are increasingly having to go beyond great customer service, turning themselves into lifestyle servants focused on catering to the needs, desires and whims of customers, wherever they are and whenever they demand it.

There are many ways to turn ‘servile’, from letting consumers try everything before they buy to saving them time, money and stress across all aspects of life, not just during their interactions with you.

One example: last year, IKEA put up 2,000 ‘posters’, which were actually flat-packed cardboard moving boxes, around Montreal on 1 July – the day many property leases expire. The boxes were printed with slogans that encouraged people to take them home and included discounts on new furniture, moving tips and dinner offers for those without a kitchen, they could even be turned into chairs. The campaign increased IKEA’s traffic by 14 per cent and sales by 24.5 per cent – the same effect as opening an entire new IKEA store in that market.

AUTO-ME
Data means power: the power to delight consumers with meaningfully tailored, or even entirely bespoke, products and services that truly reflect who an individual consumer is, and what they want.

British Airways’ Know Me programme involves BA staff using data – whether the customer has flown BA before, whether they have experienced problems and even Google searches – to tailor the in-flight service to the individual customer.

When it launched, reception to the idea was mixed, with some seeing it as more creepy than cool. But 2014 is sure to see more examples of this kind of ‘datashaping’, as brands frantically try to respond to consumers’ ever-increasing demands for bespoke service.

INTUITIVE INTERFACES
This trend is all about technologies that enable consumers to interact with their environment in more natural and intuitive ways. That means an end to the need to ‘learn’ to use a device; instead, intuitive devices understand speech and gestures, making them instantly accessible.

In June 2012, for example, Nike and Microsoft introduced Nike+ Kinect Training, an at-home exercise game for the Xbox 360. No need for users to change the way they exercise, or for awkward controllers: instead, players’ movements are tracked via sensors as they follow a virtual fitness coach and participate in challenges, which include running on the spot, lunging, dodging on-screen projectiles and squats.

As technology weaves itself around health and fitness behaviours, this trend becomes an increasingly important one for the fitness sector to track.

ALERTING
In 2014, more consumers will turn their smartphones into lifestyle maximisers. One way they’ll do this will be by getting real-time, location-relevant lifestyle alerts that help them get the most from every day.

This ‘alerting’ trend can point to powerful ways to reach out to consumers, and help them achieve the goals they set themselves. Take HeroButton as an example. First released in Canada, this is a free mobile app that functions as a digital assistant. Users create a specific alert and are notified when certain criteria are fulfilled – this could be when a product they’re looking to purchase becomes cheaper, when a group-buying site has a deal that could interest them, or when a favourite musician releases an album.

CONCLUSION
That’s just a snapshot of a few of the key trends at work in 2013/4. These trends will evolve and spread as consumers ºfind new ways to serve unchanging desires for connection, self-improvement and status.

So share them with your team and see what innovations you can come up with to stay ahead of the curve.

ABOUT THE AUTHOR

David Mattin is lead strategist at trendwatching.com. As one of the world’s leading trend firms, trendwatching.com sends out its free, monthly Trend Briefings in nine languages to more than
160,000 subscribers.

From Health Club Management Handbook 2013, p60

QR codes link to videos that show members how to use functional zones
QR codes link to videos that show members how to use functional zones
New York-based Manicube offers in-office, 15-minute manicures for US$15 / Photo: © PZAXE/SHUTTERSTOCK.COM
New York-based Manicube offers in-office, 15-minute manicures for US$15 / Photo: © PZAXE/SHUTTERSTOCK.COM
New York-based Manicube offers in-office, 15-minute manicures for US$15
New York-based Manicube offers in-office, 15-minute manicures for US$15
British Airways aims to tailor the in-flight experience to each individual customer / Photo: © EDHAR/SHUTTERSTOCK.COM
British Airways aims to tailor the in-flight experience to each individual customer / Photo: © EDHAR/SHUTTERSTOCK.COM
Nike+ Kinect tracks users’ movements via sensors as they follow a virtual fitness coach
Nike+ Kinect tracks users’ movements via sensors as they follow a virtual fitness coach
http://www.leisureopportunities.com/images/LH2014_curve.gif
The latest trends for health clubs revealed – from wearable tech to the quantified self
Latest News
Life Fitness has appointed Chris Clawson as its CEO, succeeding the outgoing Jason Worthy. Clawson ...
Latest News
Exercise has the ability to improve brain function in previously sedentary, overweight individuals. The University ...
Latest News
Fitness equipment giant Nautilus has named James "Jim" Barr IV as its chief executive officer. ...
Latest News
Leading UK cancer charities have called for newly diagnosed to be prescribed exercise and nutrition ...
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 ...
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: Crown overhaul changing rooms at Saunton Sands spa
Saunton Sands Hotel in Devon, UK, has completed a £2m expansion of its spa and wellness facilities.
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
Nautilus - Glute Drive
Core Health & Fitness
Inspired by the increasing trend of glute exercises seen in various and dangerous executions in the gyms today. Read more
More videos:
Company profiles
Company profile: Power Plate
Power Plate is a vibrating platform that enhances any movement to help you prepare faster, ...
Company profiles
Company profile: Legend Club Management Systems (UK) Ltd
Legend provides the leading software solution for driving improvements in leisure operations. We deliver savings ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Trade associations
International SPA Association - iSPA: Trade associations
Fitness equipment
Physical Company Ltd: Fitness equipment
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Direct debit solutions
Debit Finance Collections: Direct debit solutions
Exercise equipment
Eleiko Sport AB: Exercise equipment
Professional services
Deloitte UK: Professional services
Skincare
Comfort Zone - Davines S.p.A: Skincare
Management software
GymSales: Management software
Lockers/interior design
Craftsman Quality Lockers Ltd: Lockers/interior design
Locking solutions
Ojmar: Locking 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
Search news, features & products:
Find a supplier:
Nautilus / Core Health & Fitness
Nautilus / Core Health & Fitness