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UNITING THE WORLD OF FITNESS
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Health Club Management

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HCM People: Andrew GrillPractical Futurist

Your marketing department will have to start writing ad copy for robots, not for humans. These digital agents will be gatekeepers, a bit like a PA. It’s already happening, so get ahead and start using it

Published in Health Club Management 2019 issue 8
Digital agents will take over the mundane, replicable chores of life, says Grill
Digital agents will take over the mundane, replicable chores of life, says Grill

Practical Futurist Andrew Grill spoke at Technogym’s 2019 Digital Transformation Event recently.

He shares insights with HCM
everyone in this industry wants to improve things for the consumer,” says Andrew Grill. “I’d like you to consider three benefits to embracing digital: efficiency, effectiveness, and disruption. With just a few changes, you can start using digital to create better experiences for customers, so they stick with you longer.”

“Disruption happens when there are profits to be made, when there’s new tech available, and consumer demand forces change,” he says. “Every company needs to disrupt itself if it wants to adapt.”

Live Customers Or Digital Agents?
Our smartphones already know about our preferences and our routines. Grill predicts we’re not far away from having “digital agents” in everyday life.

“Smartphone data plus developments in Artificial Intelligence will lead to the creation of digital agents,” he said. “These will take over the mundane, replicable chores of life. Your customers will soon use digital agents to book classes, or to ask about membership, for example.

“This means your marketing department will have to start writing ad copy for robots, not for humans. Digital agents will be gatekeepers, a bit like a PA. It’s already happening, so get ahead and start using it.”

Big Changes In Data
“Thanks to APIs, we can give other systems access to our data and let them process it. Make sure you can share data with anyone you work with. Do you have an API, and do you ask if partners and suppliers have an API strategy?“

“On the data front, GDPR is forcing us to sift through data to see what is relevant,” he said. “Think about the value exchange – why should customers give you their data? They have to trust you and know you’ll offer them something in return.”

The Customer Journey
“Data is powerful, and the customer knows it,” he says. “They can leave a gym any time, taking their data with them. This gives them the upper hand. Forward thinking facilities will use data to create a consumer experience that keeps people coming back.”

“Operators capture an enviable amount of data, but not everyone knows what to do with it - or even how much they have,” says Grill. “It goes beyond which products are popular, how long people stay, and what time of day different areas of the gym are busy.

“At the end of 2016, Transport for London carried out a trial, tracking travellers’ wifi use on the tube network. In just four weeks, they captured valuable data about journey times, routes, and commuter decisions. What could you learn from analysing wifi use in your facility?”

“A lot of data is proprietary, and you can only access it by asking the customer’s permission,” he explains. “This is a compelling reason for gym owners to buy digital. How can you work with fitness kit, and digital platforms like Technogym mywellness cloud, to access data and make it work for you and your customer?

“The more you can know about your users between gym visits, the more you can give them a reason to stay. Use data to make the entire customer journey work seamlessly, so they have no reason to go anywhere else.

“With a focus on increasing the length of gym memberships, data offers us a powerful way to create personalised customer journeys to extend retention and encourage loyalty.”

Four things to do right now
Andrew Grill’s checklist

1. Digital Diversity
Make sure your business hires people with digital skills at management level. They need a fundamental understanding of how digital can change your business, and can tell you how millennials (and older customers) are thinking about digital innovations.

2. Educate yourself
To get digital, you need to be digital. So get curious about this stuff. Don’t be put off by it. Challenge yourself to learn more about upcoming trends and digital terms, rather than getting scared off by the hype.

3. Data Audit
Data is powerful, and you can probably be making more of it. Understand what data you have, what you need, and what your customers have.

4. Futureproof your business
Make sure you have connectivity between your own systems (apps, fitness platforms, CRM) and those of your partners and suppliers. You need an API for easy data transfer.

Andrew Grill spoke at Technogym’s Digital Transformation Event
Andrew Grill spoke at Technogym’s Digital Transformation Event
Grill said every company needs to disrupt itself if it wants to adapt
Grill said every company needs to disrupt itself if it wants to adapt
http://www.leisureopportunities.com/images/imagesX/69693_460027.jpg
'Your marketing department will have to start writing ad copy for robots, not for humans' – Andrew Grill, a practical futurist, shares his advice on embracing digital
Andrew Grill, Practical Futurist,Andrew Grill, Practical Futurist, Technogym’s Digital Transformation Event,
People
We’re trying to help people understand exactly how much effort they need to apply in order to get the best outcome, so they can do it over a long period of time and not burn out. The overall training effect is then much better
People
HCM people

Rachael Blumberg

Platefit: creator and founder
People know yoga, Pilates, HIIT and Barry’s Bootcamp, but many don’t know vibration training and it’s my intention, passion and purpose to make it available and bring it to the world
People
My vision, based on my own personal experience, would be for physical activity to become the norm – not something you have to make an effort to do, but something you just go ‘yeah, that’s part of my everyday life’
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features

HCM People: Andrew GrillPractical Futurist

Your marketing department will have to start writing ad copy for robots, not for humans. These digital agents will be gatekeepers, a bit like a PA. It’s already happening, so get ahead and start using it

Published in Health Club Management 2019 issue 8
Digital agents will take over the mundane, replicable chores of life, says Grill
Digital agents will take over the mundane, replicable chores of life, says Grill

Practical Futurist Andrew Grill spoke at Technogym’s 2019 Digital Transformation Event recently.

He shares insights with HCM
everyone in this industry wants to improve things for the consumer,” says Andrew Grill. “I’d like you to consider three benefits to embracing digital: efficiency, effectiveness, and disruption. With just a few changes, you can start using digital to create better experiences for customers, so they stick with you longer.”

“Disruption happens when there are profits to be made, when there’s new tech available, and consumer demand forces change,” he says. “Every company needs to disrupt itself if it wants to adapt.”

Live Customers Or Digital Agents?
Our smartphones already know about our preferences and our routines. Grill predicts we’re not far away from having “digital agents” in everyday life.

“Smartphone data plus developments in Artificial Intelligence will lead to the creation of digital agents,” he said. “These will take over the mundane, replicable chores of life. Your customers will soon use digital agents to book classes, or to ask about membership, for example.

“This means your marketing department will have to start writing ad copy for robots, not for humans. Digital agents will be gatekeepers, a bit like a PA. It’s already happening, so get ahead and start using it.”

Big Changes In Data
“Thanks to APIs, we can give other systems access to our data and let them process it. Make sure you can share data with anyone you work with. Do you have an API, and do you ask if partners and suppliers have an API strategy?“

“On the data front, GDPR is forcing us to sift through data to see what is relevant,” he said. “Think about the value exchange – why should customers give you their data? They have to trust you and know you’ll offer them something in return.”

The Customer Journey
“Data is powerful, and the customer knows it,” he says. “They can leave a gym any time, taking their data with them. This gives them the upper hand. Forward thinking facilities will use data to create a consumer experience that keeps people coming back.”

“Operators capture an enviable amount of data, but not everyone knows what to do with it - or even how much they have,” says Grill. “It goes beyond which products are popular, how long people stay, and what time of day different areas of the gym are busy.

“At the end of 2016, Transport for London carried out a trial, tracking travellers’ wifi use on the tube network. In just four weeks, they captured valuable data about journey times, routes, and commuter decisions. What could you learn from analysing wifi use in your facility?”

“A lot of data is proprietary, and you can only access it by asking the customer’s permission,” he explains. “This is a compelling reason for gym owners to buy digital. How can you work with fitness kit, and digital platforms like Technogym mywellness cloud, to access data and make it work for you and your customer?

“The more you can know about your users between gym visits, the more you can give them a reason to stay. Use data to make the entire customer journey work seamlessly, so they have no reason to go anywhere else.

“With a focus on increasing the length of gym memberships, data offers us a powerful way to create personalised customer journeys to extend retention and encourage loyalty.”

Four things to do right now
Andrew Grill’s checklist

1. Digital Diversity
Make sure your business hires people with digital skills at management level. They need a fundamental understanding of how digital can change your business, and can tell you how millennials (and older customers) are thinking about digital innovations.

2. Educate yourself
To get digital, you need to be digital. So get curious about this stuff. Don’t be put off by it. Challenge yourself to learn more about upcoming trends and digital terms, rather than getting scared off by the hype.

3. Data Audit
Data is powerful, and you can probably be making more of it. Understand what data you have, what you need, and what your customers have.

4. Futureproof your business
Make sure you have connectivity between your own systems (apps, fitness platforms, CRM) and those of your partners and suppliers. You need an API for easy data transfer.

Andrew Grill spoke at Technogym’s Digital Transformation Event
Andrew Grill spoke at Technogym’s Digital Transformation Event
Grill said every company needs to disrupt itself if it wants to adapt
Grill said every company needs to disrupt itself if it wants to adapt
http://www.leisureopportunities.com/images/imagesX/69693_460027.jpg
'Your marketing department will have to start writing ad copy for robots, not for humans' – Andrew Grill, a practical futurist, shares his advice on embracing digital
Andrew Grill, Practical Futurist,Andrew Grill, Practical Futurist, Technogym’s Digital Transformation Event,
Latest News
The Gym Group has confirmed plans to roll out a new small box format in ...
Latest News
Representatives from the three main political parties have backed the view that physical activity has ...
Latest News
Life Leisure is expanding its facility portfolio with the launch of an independent boutique fitness ...
Latest News
Almost half of children and young people (46.8 per cent) in England are doing the ...
Latest News
A local fitness operator with 11 clubs in Chicago, US, is looking to muscle in ...
Latest News
Fitness industry veteran Nick Coutts has been appointed chair of Danish fitness tech firm Motosumo. ...
Latest News
The improvements in health and wellbeing associated with exercise referral schemes aren’t as large as ...
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The Bannatyne Group has appointed Hugh Hanley as its new head of fitness. He joins ...
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Job search
POST YOUR JOB
Featured supplier news
Featured supplier: CIMSPA Youth Panel to give real insight into Gen Z at active-net 2020
It’s just months away until active-net 2020, the two-day educational, networking and business meetings event, which attracts professionals from across the leisure sector.
Featured supplier news
Featured supplier: Wattbike remain best-in-class performance bike for David Lloyd Leisure
David Lloyd Leisure has announced Wattbike as its performance bike of choice after a recent tender.
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: Proinsight Research Ltd
We take time at the outset to understand your unique customer journey. Then we work ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Skincare
Comfort Zone - Davines S.p.A: Skincare
Audio visual
Hutchison Technologies: Audio visual
Spa software
ResortSuite: Spa software
Professional services
Deloitte UK: Professional services
Direct debit solutions
Harlands Group: Direct debit solutions
Locking solutions
Ojmar: Locking solutions
Exercise equipment
Star Trac / Core Health & Fitness: Exercise equipment
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Lockers/interior design
Fitlockers: Lockers/interior design
Wearable technology solutions
MyZone: Wearable technology solutions
Property & Tenders
Diary dates
10-12 Dec 2019
tbc, Fort Lauderdale, United States
Diary dates
21-23 Jan 2020
Harrogate Convention Centre, Harrogate, United Kingdom
Diary dates
28-30 Jan 2020
Ericsson Exhibition Hall, Ricoh Arena, Coventry, United Kingdom
Diary dates
29-30 Jan 2020
Holiday Inn San Francisco-Golden Gateway, San Francisco, United States
Diary dates
23-25 Mar 2020
Hilton, Barcelona, Spain
Diary dates
25-26 Mar 2020
Eastwood Hall, Nottingham, United Kingdom
Diary dates
04 Jun 2020
Marriott Forest of Arden Hotel & Country Club, Birmingham, United Kingdom
Diary dates
10-27 Jun 2020
tbc, Pinggu, China
Diary dates
13 Jun 2020
Worldwide, Various,
Diary dates
17-18 Jun 2020
ExCeL London, London, United Kingdom
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
30-31 Oct 2020
NEC, Birmingham, United Kingdom
Diary dates
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