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Health Club Management

Health Club Management

features

Promotional feature: Myzone

Now in its eighth year, Myzone has established itself as a key player in the fitness industry. We chat to Myzone's global marketing director, Gemma Bonnett-Kolakowska, about how the brand continues to develop and evolve

Published in Health Club Management 2019 issue 9

What stage is Myzone at now?
Myzone is growing up and maturing! Marketing has been the biggest recent focus for us, and we have done a great deal of work in-house to take the business to the next level, which will see further expansion and increased engagement with consumers. Although Myzone is Dave Wright’s baby and he is as involved as he's ever been, he has now appointed a senior management team to help move the company forward.

The growth of the business has been phenomenal and we're growing significantly year on year. We’re now in 64 countries, translated into 19 languages and in 7,000 clubs globally. We've sold more than one million belts, excluding those sold directly to consumers. In 2018, 29 million workouts were completed and 4.5 billion MEPs were recorded.

How have you succeeded in getting such a broad global spread?
We have dramatically ramped up the marketing and we've developed great partnerships with distributors in other regions. EMEA is a big current focus for us, and former ukactive CEO Dave Stalker has been appointed to drive growth in this region. Asia Pacific is another area in which we are focusing our efforts – both regions have massive growth potential.

You were brought on board two years ago to reset the marketing strategy. What's your background?
I'd known Dave Wright for almost 20 years before I joined the company and I had a lot of operational experience. I started off working in corporate fitness in London, before joining Next Generation and then nine years with local authority clubs, before moving into consultancy with Leisure-net Solutions. Prior to Dave approaching me to join Myzone, I had been with Matrix, first helping them to reposition the brand in the UK and then as director of strategic marketing for EMEA.

What was your first task at Myzone?
I wanted to find out how the brand’s messaging and imagery was perceived by the industry and whether Dave’s vision – of motivation, gamification and making people feel good about exercise – had been embedded in the culture of the company and understood by the industry.

I found that sometimes the message was inconsistent and there was a bit of disconnect. Myzone was known more for the product than the brand, and we wanted to make the brand – its message and personality – crystal clear.

Firstly, we reset the marketing pillars to ensure the message, purpose and personality were aligned, then we redesigned the logo, sharpening up the font and the pantones. We changed the case from upper to lower – people know Myzone, so we don’t need to shout anymore. Then we overhauled the image and video library, creating a massive resource for both operators, trainers and end users, so they all fully understand the potential of Myzone and how it can work for them, as well as how they can create their own content from templates.

Further to this, we redesigned the website and reset our inbound digital and marketing strategies, creating additional roles. We now have someone focused on social media, as well as for lead capture.

Going forward, our next area of work will be to extend our app so that we can improve communication with the end user. We are looking to educate and engage directly with them, because if we can motivate them this will make them continue to exercise and therefore keep them a member of their health club.

Further to this, we will also be fine tuning our digital and social media marketing platforms. All of the foundations are now in place, the next stage is to build on them for further growth, and we've agreed milestones and targets of where we want to be.

We've gone from a start-up to an established company which has been strategised in a thoughtful, pro-active way and we have very clear milestones in mind, and avenues of how to get there.

What's next for Myzone?
We want as many people using it as possible, both in and outside of clubs and to keep engaging and motivating more people. We’re well placed to do this; wearables are still the ACSM’s number one trend and heart rate monitors are the fastest growing technological device. There are so many opportunities to engage more people – in the workplace and schools – and break down the barriers to exercising at clubs.

Do you have any insights on how operators can achieve greater penetration?
I think many operators are very focused on membership sales figures. They need to refine their purpose and consider what they want people to feel when they enter the club, with a focus on quality, experience and differentiation of the offering. The fitness market is changing and operators need to operate as a business, looking at all business aspects, not just membership figures.

TEL: +44 (0) 115 777 3333

EMAIL: [email protected]

WEB: www.myzone.org

The company has recently undergone a marketing overhaul, to ensure the industry has a clear understanding of the brand's personality and message
The company has recently undergone a marketing overhaul, to ensure the industry has a clear understanding of the brand's personality and message
Myzone launched at IHRSA in 2011 and was fully activated by 2012. The product is now in 64 countries and 7,000 clubs globally
Myzone launched at IHRSA in 2011 and was fully activated by 2012. The product is now in 64 countries and 7,000 clubs globally
Myzone's aim is to continue to engage more people, particularly in untapped areas like the workplace and schools
Myzone's aim is to continue to engage more people, particularly in untapped areas like the workplace and schools
http://www.leisureopportunities.com/images/imagesX/265726_787896.jpg
After 8 years, Myzone is now in 64 countries and 7,000 clubs globally. HCM speaks to Gemma Bonnett-Kolakowska, Myzone's Global Marketing director, about their journey and what's next.
Myzone, Gemma Bonnett-Kolakowska, Global Marketing Director,,Myzone, Gemma Bonnett-Kolakowska, Global Marketing Director, Fitness
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Now in its eighth year, Myzone has established itself as a key player in the fitness industry. We chat to Myzone's global marketing director, Gemma Bonnett-Kolakowska, about how the brand continues to develop and evolve
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features

Promotional feature: Myzone

Now in its eighth year, Myzone has established itself as a key player in the fitness industry. We chat to Myzone's global marketing director, Gemma Bonnett-Kolakowska, about how the brand continues to develop and evolve

Published in Health Club Management 2019 issue 9

What stage is Myzone at now?
Myzone is growing up and maturing! Marketing has been the biggest recent focus for us, and we have done a great deal of work in-house to take the business to the next level, which will see further expansion and increased engagement with consumers. Although Myzone is Dave Wright’s baby and he is as involved as he's ever been, he has now appointed a senior management team to help move the company forward.

The growth of the business has been phenomenal and we're growing significantly year on year. We’re now in 64 countries, translated into 19 languages and in 7,000 clubs globally. We've sold more than one million belts, excluding those sold directly to consumers. In 2018, 29 million workouts were completed and 4.5 billion MEPs were recorded.

How have you succeeded in getting such a broad global spread?
We have dramatically ramped up the marketing and we've developed great partnerships with distributors in other regions. EMEA is a big current focus for us, and former ukactive CEO Dave Stalker has been appointed to drive growth in this region. Asia Pacific is another area in which we are focusing our efforts – both regions have massive growth potential.

You were brought on board two years ago to reset the marketing strategy. What's your background?
I'd known Dave Wright for almost 20 years before I joined the company and I had a lot of operational experience. I started off working in corporate fitness in London, before joining Next Generation and then nine years with local authority clubs, before moving into consultancy with Leisure-net Solutions. Prior to Dave approaching me to join Myzone, I had been with Matrix, first helping them to reposition the brand in the UK and then as director of strategic marketing for EMEA.

What was your first task at Myzone?
I wanted to find out how the brand’s messaging and imagery was perceived by the industry and whether Dave’s vision – of motivation, gamification and making people feel good about exercise – had been embedded in the culture of the company and understood by the industry.

I found that sometimes the message was inconsistent and there was a bit of disconnect. Myzone was known more for the product than the brand, and we wanted to make the brand – its message and personality – crystal clear.

Firstly, we reset the marketing pillars to ensure the message, purpose and personality were aligned, then we redesigned the logo, sharpening up the font and the pantones. We changed the case from upper to lower – people know Myzone, so we don’t need to shout anymore. Then we overhauled the image and video library, creating a massive resource for both operators, trainers and end users, so they all fully understand the potential of Myzone and how it can work for them, as well as how they can create their own content from templates.

Further to this, we redesigned the website and reset our inbound digital and marketing strategies, creating additional roles. We now have someone focused on social media, as well as for lead capture.

Going forward, our next area of work will be to extend our app so that we can improve communication with the end user. We are looking to educate and engage directly with them, because if we can motivate them this will make them continue to exercise and therefore keep them a member of their health club.

Further to this, we will also be fine tuning our digital and social media marketing platforms. All of the foundations are now in place, the next stage is to build on them for further growth, and we've agreed milestones and targets of where we want to be.

We've gone from a start-up to an established company which has been strategised in a thoughtful, pro-active way and we have very clear milestones in mind, and avenues of how to get there.

What's next for Myzone?
We want as many people using it as possible, both in and outside of clubs and to keep engaging and motivating more people. We’re well placed to do this; wearables are still the ACSM’s number one trend and heart rate monitors are the fastest growing technological device. There are so many opportunities to engage more people – in the workplace and schools – and break down the barriers to exercising at clubs.

Do you have any insights on how operators can achieve greater penetration?
I think many operators are very focused on membership sales figures. They need to refine their purpose and consider what they want people to feel when they enter the club, with a focus on quality, experience and differentiation of the offering. The fitness market is changing and operators need to operate as a business, looking at all business aspects, not just membership figures.

TEL: +44 (0) 115 777 3333

EMAIL: [email protected]

WEB: www.myzone.org

The company has recently undergone a marketing overhaul, to ensure the industry has a clear understanding of the brand's personality and message
The company has recently undergone a marketing overhaul, to ensure the industry has a clear understanding of the brand's personality and message
Myzone launched at IHRSA in 2011 and was fully activated by 2012. The product is now in 64 countries and 7,000 clubs globally
Myzone launched at IHRSA in 2011 and was fully activated by 2012. The product is now in 64 countries and 7,000 clubs globally
Myzone's aim is to continue to engage more people, particularly in untapped areas like the workplace and schools
Myzone's aim is to continue to engage more people, particularly in untapped areas like the workplace and schools
http://www.leisureopportunities.com/images/imagesX/265726_787896.jpg
After 8 years, Myzone is now in 64 countries and 7,000 clubs globally. HCM speaks to Gemma Bonnett-Kolakowska, Myzone's Global Marketing director, about their journey and what's next.
Myzone, Gemma Bonnett-Kolakowska, Global Marketing Director,,Myzone, Gemma Bonnett-Kolakowska, Global Marketing Director, Fitness
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Public Health England (PHE) and the Centre for Ageing Better (CAB) have set out their ...
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Physical activity bodies ukactive and EuropeActive have agreed to strengthen their partnership in the event ...
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The first-ever FIBO Southeast Asia fitness event will be held in Singapore next year. Taking ...
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Cancer survivors should undertake a minimum of 90 minutes of aerobic and resistance training each ...
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Thrive Global, the wellness and behaviour change tech firm founded by Arianna Huffington, has acquired ...
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Featured supplier: Brand means business: A new era of gym equipment customisation
Jordan Fitness has long been recognised for its premium-quality gym equipment, and its wide variety of free weights, benches, functional kit, rigs and storage.
Featured supplier news
Featured supplier: The secrets to designing a stand-out fitness studio
The design and construction of a group fitness or exercise studio can have a big impact on the success of your gym.
Opinion
promotion
As an industry, we still underestimate the power of a truly varied fitness regime - and the growing appetite for it, especially among emerging customer segments.
Opinion: Collaboration vs aggregation - what’s the difference?
An ever-increasing number of Brits are engaging in sporting events, setting themselves goals and looking to increase their fitness levels....
Opinion: Dr Crionna Tobin on nutritional training for PTs and fitness experts
Video Gallery
Optimum Nutrition for Health and Performance.
Optimum Nutrition
Optimum Nutrition for Health and Performance is an Association for Nutrition (AfN) certified nutrition course & approved for CPD points from REPs and CIMSPA. Read more
More videos:
Company profiles
Company profile: Ecore
Ecore transforms reclaimed materials into unique performance surfaces that make people’s lives better. Ecore has ...
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Company profile: Xn Leisure Systems Ltd
Xn Leisure is a provider of cutting-edge health and fitness software, offering exceptional service to ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Spa software
ResortSuite: Spa software
Fitness software
Go Do.Fitness: Fitness software
Exercise equipment
EXF Fitness Equipment: Exercise equipment
Professional services
Deloitte UK: Professional services
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Lockers/interior design
Fitlockers: Lockers/interior design
Trade associations
International SPA Association - iSPA: Trade associations
Skincare
Sothys: Skincare
Management software
Fisikal: Management software
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Stages Cycling: Fitness equipment
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Kirklees Active Leisure
Property & Tenders
Diary dates
28-30 Oct 2019
Hotel Royal Savoy, Lausanne, Switzerland
Diary dates
30-31 Oct 2019
NEC, Birmingham, United Kingdom
Diary dates
05-08 Nov 2019
Koelnmesse, Cologne, Germany
Diary dates
21-22 Nov 2019
JW Marriott Miami Turnberry Resort, Aventura,
Diary dates
29 Nov 2019
The King’s Fund, London, 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
10-27 Jun 2020
tbc, Pinggu, China
Diary dates
17-18 Jun 2020
ExCeL London, London, United Kingdom
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