Zimmer MedizinSysteme GmbH / icelab
Zimmer MedizinSysteme GmbH / icelab
Zimmer MedizinSysteme GmbH / icelab
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
In addition to being one of the UK’s largest leisure management companies, Parkwood Leisure is also a health and fitness operator at scale, with 73 gyms and over 100,000 members. MD Glen Hall tells HCM how two major reviews in recent years have put the company on a new path
People
HCM people

Amanda Daley

Professor of behavioural medicine, Loughborough University
PACE labelling would be a simple, user-friendly way of informing people, at a glance, of the amount of physical activity required for the food they are considering eating
People
HCM people

Stephen Aucott & Matt Brown

Odyssey Health Club and Spa
We’d like to think we’re offering something unique that will encourage members to grow their own vegetables and reconnect to their relationship with food
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Featured supplier: RLSS UK - First choice for all aquatic rescue, pool management, first aid qualifications and training
The Royal Life Saving Society UK (RLSS UK) is proud to be the industry leader in water-related safety qualifications and training. More than 40,000 pool lifeguards qualify with an RLSS UK National Pool Lifeguard Qualification (NPLQ) every year.
Featured supplier news
Featured supplier: Training provider explains how a partnership with Fisikal transformed their business
Drummond Health & Fitness Education Academy has been providing quality health and fitness training and education for more than 35 years.
Video Gallery
Wattbike AtomX
Wattbike
Join our tribe. Become powered by Wattbike. Read more
More videos:
Company profiles
Company profile: TVS Group
The TVS Group supply and install sports and fitness flooring to a wide range of ...
Company profiles
Company profile: Octane Fitness
A global innovator of high-performance fitness equipment, Octane Fitness, a Nautilus, Inc. brand, continually redefines ...
Catalogue Gallery
Click on a catalogue to view it online
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Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
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25 Mar 2020
Executive Boardroom, Middlesex University, London, United Kingdom
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Eastwood Hall, Nottingham, United Kingdom
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Marriott Forest of Arden Hotel & Country Club, Birmingham, United Kingdom
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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
Food labelling that shows the amount of exercise needed to burn off the calories in ...
Latest News
The team at unusually named studio //3877 has created a boxing gym in Washington, D.C., ...
Latest News
Boutique fitness operator Barry's is entering the indoor cycling market with Barry's Ride – a ...
Latest News
Getting fit together could be the secret for a long happy relationship. A new study ...
Latest News
Not-for profit leisure operator Circadian Trust is partnering with NHS GP surgeries in Gloucestershire to ...
Latest News
ukactive has launched two major new reports as part of its Business Intelligence service. The ...
Latest News
The annual Sweat event kicks off in London today (20 February), offering the UK's fitness ...
Latest News
Boutique boxing gym brand BXR London has revealed plans to open its second site at ...
Latest News
Rising workplace stress among employees has led companies to increase their investment in incentives as ...
Latest News
David Lloyd Leisure is facing prosecution by Leeds Council over alleged health and safety breaches, ...
Latest News
Taking part in regular aerobic exercise could decrease the likelihood of developing Alzheimer's disease in ...
Job search
POST YOUR JOB
Featured supplier news
Featured supplier: RLSS UK - First choice for all aquatic rescue, pool management, first aid qualifications and training
The Royal Life Saving Society UK (RLSS UK) is proud to be the industry leader in water-related safety qualifications and training. More than 40,000 pool lifeguards qualify with an RLSS UK National Pool Lifeguard Qualification (NPLQ) every year.
Featured supplier news
Featured supplier: Training provider explains how a partnership with Fisikal transformed their business
Drummond Health & Fitness Education Academy has been providing quality health and fitness training and education for more than 35 years.
Video Gallery
Wattbike AtomX
Wattbike
Join our tribe. Become powered by Wattbike. Read more
More videos:
Company profiles
Company profile: TVS Group
The TVS Group supply and install sports and fitness flooring to a wide range of ...
Company profiles
Company profile: Octane Fitness
A global innovator of high-performance fitness equipment, Octane Fitness, a Nautilus, Inc. brand, continually redefines ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Professional services
Deloitte UK: Professional services
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Locking solutions
Monster Padlocks: Locking solutions
Spa software
SpaBooker: Spa software
Skincare
Comfort Zone - Davines S.p.A: Skincare
Fitness software
Go Do.Fitness: Fitness software
Fitness equipment
Miha Bodytec GmbH: Fitness equipment
Property & Tenders
Derby City Council
Property & Tenders
Diary dates
06-07 Mar 2020
Palazzo del Ghiaccio, Milan, Italy
Diary dates
23-25 Mar 2020
Hilton, Barcelona, Spain
Diary dates
25 Mar 2020
Executive Boardroom, Middlesex University, London, United Kingdom
Diary dates
25-26 Mar 2020
Eastwood Hall, Nottingham, United Kingdom
Diary dates
26-29 Mar 2020
The Winter Gardens Blackpool, Blackpool , United Kingdom
Diary dates
27-29 Mar 2020
TeatroGoya Multiespacio, Madrid, Spain
Diary dates
19-24 Apr 2020
tbc, Beijing, China
Diary dates
04 Jun 2020
Marriott Forest of Arden Hotel & Country Club, Birmingham, United Kingdom
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
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
30-31 Oct 2020
NEC, Birmingham, United Kingdom
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
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