GET HCM
magazine
Sign up for the FREE digital edition of HCM magazine and also get the HCM ezine and breaking news email alerts.
Not right now, thanksclose this window
British Military Fitness
British Military Fitness
British Military 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

IHRSA Update: Know your customers

IHRSA’s Kristen Walsh shares highlights from The 2019 IHRSA Health Club Consumer Report into the US fitness market, as well as giving universal advice about how to stay relevant

By Kristen Walsh, IHRSA | Published in Health Club Management 2019 issue 11
As trends come and go, be alert and pivot your business creatively, says IHRSA / shutterstock
As trends come and go, be alert and pivot your business creatively, says IHRSA / shutterstock

In order to adequately recruit, serve, engage and retain health club customers and members, it’s crucial to understand everything about them – their needs, their wants and their behaviours.

IHRSA’s annual Health Club Consumer Report 2019 is based on a nationwide sample of more than 20,000 interviews and provides demographics and health, sports, and fitness participation data on US health club consumers.

Review your business model
At this moment in time, fitness facility operators, especially those in the fitness-only category, find themselves competing in an industry segment that’s dominated by discount operators (75 per cent charge less than US$25, and 32 per cent charge less than US$10 a month).

If your present business model is fitness-only (equipment, group exercise studios and locker rooms), then chances are most of your competitors will be in the low-price game, and your existing and future members will frame their buying decision around the lowest price.

Stay in the game
Consequently, if you plan to continue to operate a fitness-only model in your business, your options include:

• Lower your price and add a little extra. Rather than go head-to-head at $10, try $15 to $18, and then offer a few classes, some virtual classes, and possibly offer fee-based small group training.

• Continue to operate at your present price point, eg, $30 to $40, but differentiate your offering. Create a speciality, such as a genre of group classes, small group training or coaching, that none of your competitors is offering.

• Move up the chain. Add physical and programming amenities known to denote value and a higher price point. For example, you could add a court for POP tennis and pickleball; add a speciality studio and theme it; create more tribal programming, or partner with another small business to incorporate a custom bundle of services with higher perceived value into your offering.

Pursue ‘odd’ and ‘weird’
Dr Seuss notably quipped: “You have to be odd to be number one.” What he meant was that reaching the top and, equally importantly, remaining at the top, requires a penchant for being a little different from the rest.

“Odd” refers to your business’ value proposition and whether it offers consumers and members something unique, innovative, and relevant – rather than the same old same old.

Dr Seuss also said: “We’re all a little weird and life is a little weird, and when we find someone whose weirdness is compatible with ours, we join up with them and fall in mutual weirdness…”

What the doctor ordered speaks to building a value proposition that appeals to one or a few weird audiences. Many successful boutique studios have taken this approach to crafting their value proposition. Gym Box in the UK is a premium operator that has taken a different approach and, in so doing, carved out a distinctive position for itself in the marketplace.

Just remember, being ‘odd’ also requires innovation and – importantly –having relevance to the audience you pursue.

So, what does it take to foster a value proposition and culture takes you to number one and enables you to leverage ‘weird’?

Find your tribe
Consider selecting single or multiple niche audiences to serve, and craft your value proposition and culture to be relevant to them. Study your marketplace, talk to your existing members and, most importantly, search for un-served/under-served groups.

• Deliver your offering differently. No one says you have to operate in the same way as your competitors.

Maybe offer club access via bundled packages instead of monthly subscriptions.

How about investing more in technology and becoming the most tech-savvy fitness business in the market?

• Be a 2.5 percenter. Two-and-a-half percent refers to the percentage of businesses that are real innovators. These are businesses that pursue innovation or are willing to adopt business practices and technology early on, typically way ahead of the competition. For example, why not try a ‘freemium’ approach to your business model, similar to that used in the gaming industry, in which you offer the basics for free and then charge extra for upgrades and add-ons.

• Go back in time or shift into the future. CrossFit, possibly without even knowing it, built a business proposition around some of the clubs of the mid-1800s, in which gymnastics and calisthenics were the core of the programme. There are other models from olden times that would still work today.

Conversely, you could go the opposite route and create a high-tech virtual experience (ie virtual reality, streaming mobile content, virtual check-in, etc) supplemented by human contact.

Find out more at: www.ihrsa.org/publications

Dr Seuss Photo:shutterstock
"You have to be odd to be number one" - Dr Seuss
Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Consider adding new amenities to your club, such as a pickleball court / shutterstock
Consider adding new amenities to your club, such as a pickleball court / shutterstock
Treadmills remain the most popular piece of equipment in the gym / shutterstock
Treadmills remain the most popular piece of equipment in the gym / shutterstock
Gym Box in the UK has carved out a distinctive position
Gym Box in the UK has carved out a distinctive position
Time shifting: CrossFit has built an enormous following by delivering traditional training methods in a new way
/ shutterstock
Time shifting: CrossFit has built an enormous following by delivering traditional training methods in a new way / shutterstock
http://www.leisureopportunities.com/images/imagesX/894719_58225.jpg
1 out of 5 Americans age six and older belongs to health club. Find out more key findings from the 2019 IHRSA Health Club Consumer Report...
IHRSA, Kristen Walsh,research, consumer report,
People
HCM people

Dave Courteen

MD and co-founder of Mosaic Spa and Health Clubs
I set myself the goal that if I found someone famous to write the foreword and a publisher, then I would write the book
People
HCM people

Debra Wein

founder and CEO, Wellness Workdays
I’ve always felt that if individuals had more education and understanding of nutrition and healthy lifestyle principles, we could literally change lives
People
Catch-up is already happening. We’re up to 80% of the visits compared to the same day in 2019 and membership sales are up 150-200%
Features
The way I see it
As Technogym launches its new virtual and on-demand services, Francesco Arlotti, head of digital solutions, shares his thoughts with HCM
Features
Training
Balance training is set to become a major fitness trend, with exercisers increasingly appreciating the benefits of having a strong core and good balance, particularly as they age. Lauren Health-Jones rounds up the latest product releases
Features
Supplier showcase
Bannatyne has driven member engagement with Les Mills during the lockdown
Features
Staff welfare
As staff and members prepare to return to the gym, Dr Dane Vishnubala gives advice to operators on gearing up to offer them mental health support
Features
Strength
It’s considered a fundamental part of our fitness routines by medical professionals, but many exercisers, particularly women, are still put off by strength training. We asked leading suppliers what they’re doing to champion strength
Features
Supplier showcase
Working with Precor, Aberdeen Sports Village has undergone a £500k overhaul to strengthen the user experience and put digital connectivity at the core of its offering
Features
Talking Point
The fitness industry has shown incredible flexibility during lockdown, pivoting to digital to keep people active. But as lockdowns end, we ask what impact the pandemic will have on facility provision
Features
Latest News
Rainer Schaller, the founder of budget gym megabrand McFIT, has added iconic franchised chain Gold's ...
Latest News
In a boost to the gym and physical activity sector, the UK's deputy chief medical ...
Latest News
Publicly listed operator, The Gym Group (TGG) says it has retained 80 per cent of ...
Latest News
PureGym's operations in Europe have helped the business through the UK lockdown, according to CEO ...
Latest News
Following its announcement that grassroots sport could restart on 11 July and that gyms and ...
Latest News
Industry body ukactive has launched an Independent Operators' Steering Group, catering for members who run ...
Latest News
The UK's fitness industry can finally get back to business on Saturday 25 July, following ...
Latest News
HCM understands a decision on reopening dates for gyms and also for spas will be ...
Featured supplier news
Featured supplier: Fisikal chosen as tech partner for ‘JP4’; new health app from fitness expert, Jessie Pavelka
Fitness expert and television host, Jessie Pavelka has collaborated with Fisikal, experts in digital management solutions, to create the new JP4 app, a premium 12-week personal health and fitness transformation programme that takes the user on a journey of change through four key elements of health.
Featured supplier news
Featured supplier: EGYM presents Corona Gym Solution, for the successful re-opening of fitness studios
Finally, the time has come: fitness and health facilities around the globe are gradually resuming operations.
Video Gallery
Technogym mywellness app
Technogym
Improve your training experience. All your data in a single app. Read more
More videos:
Company profiles
Company profile: Wattbike
Wattbike is the creator of the world’s most advanced and innovative indoor bikes, developed in ...
Company profiles
Company profile: MiE FitQuest
FitQuest (MiE Medical Research) are specialists in the field of human performance measurement. We have ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Management software
Fisikal: Management software
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Wearable technology solutions
MyZone: Wearable technology solutions
Skincare
Comfort Zone - Davines S.p.A: Skincare
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Design consultants
Zynk Design Consultants: Design consultants
Trade associations
International SPA Association - iSPA: Trade associations
Fitness Software
FunXtion International BV: Fitness Software
Exercise equipment
Technogym: Exercise equipment
Lockers/interior design
Fitlockers: Lockers/interior design
Property & Tenders
Greywell, Hampshire
Barnsgrove Health and Wellness Club
Property & Tenders
Derby City Council
Property & Tenders
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
22-23 Sep 2020
Heythrop Park, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
27-30 Oct 2020
Messe Stuttgart, Germany
Diary dates
03-06 Nov 2020
Online,
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates

features

IHRSA Update: Know your customers

IHRSA’s Kristen Walsh shares highlights from The 2019 IHRSA Health Club Consumer Report into the US fitness market, as well as giving universal advice about how to stay relevant

By Kristen Walsh, IHRSA | Published in Health Club Management 2019 issue 11
As trends come and go, be alert and pivot your business creatively, says IHRSA / shutterstock
As trends come and go, be alert and pivot your business creatively, says IHRSA / shutterstock

In order to adequately recruit, serve, engage and retain health club customers and members, it’s crucial to understand everything about them – their needs, their wants and their behaviours.

IHRSA’s annual Health Club Consumer Report 2019 is based on a nationwide sample of more than 20,000 interviews and provides demographics and health, sports, and fitness participation data on US health club consumers.

Review your business model
At this moment in time, fitness facility operators, especially those in the fitness-only category, find themselves competing in an industry segment that’s dominated by discount operators (75 per cent charge less than US$25, and 32 per cent charge less than US$10 a month).

If your present business model is fitness-only (equipment, group exercise studios and locker rooms), then chances are most of your competitors will be in the low-price game, and your existing and future members will frame their buying decision around the lowest price.

Stay in the game
Consequently, if you plan to continue to operate a fitness-only model in your business, your options include:

• Lower your price and add a little extra. Rather than go head-to-head at $10, try $15 to $18, and then offer a few classes, some virtual classes, and possibly offer fee-based small group training.

• Continue to operate at your present price point, eg, $30 to $40, but differentiate your offering. Create a speciality, such as a genre of group classes, small group training or coaching, that none of your competitors is offering.

• Move up the chain. Add physical and programming amenities known to denote value and a higher price point. For example, you could add a court for POP tennis and pickleball; add a speciality studio and theme it; create more tribal programming, or partner with another small business to incorporate a custom bundle of services with higher perceived value into your offering.

Pursue ‘odd’ and ‘weird’
Dr Seuss notably quipped: “You have to be odd to be number one.” What he meant was that reaching the top and, equally importantly, remaining at the top, requires a penchant for being a little different from the rest.

“Odd” refers to your business’ value proposition and whether it offers consumers and members something unique, innovative, and relevant – rather than the same old same old.

Dr Seuss also said: “We’re all a little weird and life is a little weird, and when we find someone whose weirdness is compatible with ours, we join up with them and fall in mutual weirdness…”

What the doctor ordered speaks to building a value proposition that appeals to one or a few weird audiences. Many successful boutique studios have taken this approach to crafting their value proposition. Gym Box in the UK is a premium operator that has taken a different approach and, in so doing, carved out a distinctive position for itself in the marketplace.

Just remember, being ‘odd’ also requires innovation and – importantly –having relevance to the audience you pursue.

So, what does it take to foster a value proposition and culture takes you to number one and enables you to leverage ‘weird’?

Find your tribe
Consider selecting single or multiple niche audiences to serve, and craft your value proposition and culture to be relevant to them. Study your marketplace, talk to your existing members and, most importantly, search for un-served/under-served groups.

• Deliver your offering differently. No one says you have to operate in the same way as your competitors.

Maybe offer club access via bundled packages instead of monthly subscriptions.

How about investing more in technology and becoming the most tech-savvy fitness business in the market?

• Be a 2.5 percenter. Two-and-a-half percent refers to the percentage of businesses that are real innovators. These are businesses that pursue innovation or are willing to adopt business practices and technology early on, typically way ahead of the competition. For example, why not try a ‘freemium’ approach to your business model, similar to that used in the gaming industry, in which you offer the basics for free and then charge extra for upgrades and add-ons.

• Go back in time or shift into the future. CrossFit, possibly without even knowing it, built a business proposition around some of the clubs of the mid-1800s, in which gymnastics and calisthenics were the core of the programme. There are other models from olden times that would still work today.

Conversely, you could go the opposite route and create a high-tech virtual experience (ie virtual reality, streaming mobile content, virtual check-in, etc) supplemented by human contact.

Find out more at: www.ihrsa.org/publications

Dr Seuss Photo:shutterstock
"You have to be odd to be number one" - Dr Seuss
Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Consider adding new amenities to your club, such as a pickleball court / shutterstock
Consider adding new amenities to your club, such as a pickleball court / shutterstock
Treadmills remain the most popular piece of equipment in the gym / shutterstock
Treadmills remain the most popular piece of equipment in the gym / shutterstock
Gym Box in the UK has carved out a distinctive position
Gym Box in the UK has carved out a distinctive position
Time shifting: CrossFit has built an enormous following by delivering traditional training methods in a new way
/ shutterstock
Time shifting: CrossFit has built an enormous following by delivering traditional training methods in a new way / shutterstock
http://www.leisureopportunities.com/images/imagesX/894719_58225.jpg
1 out of 5 Americans age six and older belongs to health club. Find out more key findings from the 2019 IHRSA Health Club Consumer Report...
IHRSA, Kristen Walsh,research, consumer report,
Latest News
Rainer Schaller, the founder of budget gym megabrand McFIT, has added iconic franchised chain Gold's ...
Latest News
In a boost to the gym and physical activity sector, the UK's deputy chief medical ...
Latest News
Publicly listed operator, The Gym Group (TGG) says it has retained 80 per cent of ...
Latest News
PureGym's operations in Europe have helped the business through the UK lockdown, according to CEO ...
Latest News
Following its announcement that grassroots sport could restart on 11 July and that gyms and ...
Latest News
Industry body ukactive has launched an Independent Operators' Steering Group, catering for members who run ...
Latest News
The UK's fitness industry can finally get back to business on Saturday 25 July, following ...
Latest News
HCM understands a decision on reopening dates for gyms and also for spas will be ...
Latest News
Interest in gym reopening in England is reaching fever pitch, with an announcement expected any ...
Latest News
Exercising increases levels of a protein hormone secreted by the bones which has a powerful ...
Latest News
A free-to-access training platform has launched to help the sport and fitness workforce confidently return ...
Featured supplier news
Featured supplier: Fisikal chosen as tech partner for ‘JP4’; new health app from fitness expert, Jessie Pavelka
Fitness expert and television host, Jessie Pavelka has collaborated with Fisikal, experts in digital management solutions, to create the new JP4 app, a premium 12-week personal health and fitness transformation programme that takes the user on a journey of change through four key elements of health.
Featured supplier news
Featured supplier: EGYM presents Corona Gym Solution, for the successful re-opening of fitness studios
Finally, the time has come: fitness and health facilities around the globe are gradually resuming operations.
Video Gallery
Technogym mywellness app
Technogym
Improve your training experience. All your data in a single app. Read more
More videos:
Company profiles
Company profile: Wattbike
Wattbike is the creator of the world’s most advanced and innovative indoor bikes, developed in ...
Company profiles
Company profile: MiE FitQuest
FitQuest (MiE Medical Research) are specialists in the field of human performance measurement. We have ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Management software
Fisikal: Management software
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Wearable technology solutions
MyZone: Wearable technology solutions
Skincare
Comfort Zone - Davines S.p.A: Skincare
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Design consultants
Zynk Design Consultants: Design consultants
Trade associations
International SPA Association - iSPA: Trade associations
Fitness Software
FunXtion International BV: Fitness Software
Exercise equipment
Technogym: Exercise equipment
Lockers/interior design
Fitlockers: Lockers/interior design
Property & Tenders
Greywell, Hampshire
Barnsgrove Health and Wellness Club
Property & Tenders
Derby City Council
Property & Tenders
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
22-23 Sep 2020
Heythrop Park, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
27-30 Oct 2020
Messe Stuttgart, Germany
Diary dates
03-06 Nov 2020
Online,
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
Search news, features & products:
Find a supplier:
British Military Fitness
British Military Fitness