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Hedgehog Concept Ltd
Hedgehog Concept Ltd
Hedgehog Concept Ltd
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

Consumer culture: Unique challenge

Ken Hughes, expert in consumer culture and human behaviour spoke as part of the Technogym Talks series of webinars about how operators can navigate the new consumer landscape

Published in Health Club Management 2020 issue 5
Radical disruption means you need to make a plan to refocus your business now and in the longer term
Radical disruption means you need to make a plan to refocus your business now and in the longer term
There’s been a lot of disruption and when everything stops, the winners will move into the space. You need to get ready for the next 24 months

The coronavirus pandemic, lockdown and aftermath have given human behaviourists new insights into global consumer behaviour,” said Ken Hughes.

“For fitness business owners, this is an important time in your working life because there’s been a lot of disruption and everything has changed quickly.

“If you stand still, you’ll be moving backwards. When everything stops, the winners move into the space. You need to get ready for the next 24 months.”

Predict and prepare
“The captive economy, with consumers in lockdown, is unique,” he said. “It’s global and spans all ages, beliefs, languages and locations.

“You need to appreciate consumers’ concerns and anxieties. Data from YouGov shows only a proportion of people will feel comfortable with the idea of going back to the gym.

“Understand what they want, need, and expect during recovery, and you will thrive,” he said.

Action now
“Consumers are rethinking what is important,” said Hughes – “make sure you’re one of the things they need, rather than one they can do without.
“Devise a strategy and start investing in key stages: the next six weeks, the next six months, and the next two years.

“Understand the strong desire for human connection and you can grow the business more than you ever thought possible. 2021 could be a significant year for your business.”

#1 Attachment

• The current situation offers you a shortcut to building lifelong brand loyalty. When people are scared, sad, and lonely they naturally want to attach themselves to someone or something that offers stability and security.

• Make sure your business is the one they go to for help. That attachment will last far longer than the pandemic.

ACTION POINT: Think about how you can be there for them as a positive influence, give them ways to attach to your brand emotionally as a way to soothe their worries about fitness, health, nutrition and wellness.
#2 Freedom

• Freedom is important to us and has suddenly been taken away for the foreseeable future.

• This overnight loss of freedom and choice has significant emotional and mental ramifications, leaving consumers in a cycle of grief. You need to understand which phase your customers are in.

• Customer experience will be more important than ever, so multiply your efforts by 10. Customers want their freedom back and your brand, business and team need to be that point of human connection, giving them solutions that reinstate freedom and choice.

ACTION POINT: Give customers freedom to book, choose and access services in a way that puts them in control.
#3 Autonomy

• People feel safe when they know what’s going to happen. The pandemic has removed this sense of autonomy. Your customers can’t see what’s coming, and don’t know when it’s going to end.

• Two of their main environments – home and work – have collided, and many are locked in.

• People desperately want to get a sense of control and autonomy back over key areas of life. One of these areas is fitness and health. This gives you a huge opportunity if you get the conversation right.

ACTION POINT: Make customers feel involved, allow them to feel in control, make your services flexible so they can choose.
#4 Community

• Community has always been a key value for health and fitness brands. It’s now time to leverage this to strengthen the retention of existing customers.

• Humans need connection. Your customers are missing people during shutdown. Your gym gave them one of their tribes to belong to.

• You need to reinforce the relationship between your business and your customers, and capture those moments of community and connection.

• During this challenging time, don’t forget to build connections and emotional links.

• People need to feel that they are part of your community.

ACTION POINT: Write a list of things you’ve done to make your community feel special – you urgently need to contribute to community connection and keep this going.
#5 Digital

• Digital has always been a business advantage, and now it will be pure survival. Don’t fear digital. Create a ‘phygital’ business, where the physical and the digital combine to offer consumers what they need.

• Consumers are getting used to having digital experiences. You need to digitise your business to thrive during the pandemic and beyond. The gym and your other physical assets are the core of your business. But have that as the hub, with digital strands.

• The gym is not your product. Customer wellness is and delivering on their wellness is your solution. You need to be active in every part of what they need.

• Digital has destroyed some direct-to-consumer industries. Don’t let that happen to the physical activity sector. Make sure you’re crucial, so consumers can’t bypass you. Consider hiring equipment or sourcing it for customers to buy. Sell nutrition and supplements. Create a community. Give value. Link everything back to your facility.

ACTION POINT: Reshape your business by adding digital assets. Use it to build a community, strong social media, virtual home workouts, personalised online assets and anything else your customers need.
#6 Health

• Health has always been an important value, but the pandemic has skyrocketed it to the top of many people’s lists.

• Many are now interfacing with fitness for the first time, or returning to it because of this new drive. This creates a great opportunity for you to interact with 100 per cent of the population.

• Give advice, present solutions, show them what they need to do.

• When this is over, people will want more opportunities for health and fitness, but some fears and anxieties will remain. People will want to be healthy to protect themselves from illness.

• Start thinking of your business as part of a health solution, offering ways to keep people well and prevent illness. Use this health-based messaging in your communications and social media. People will want to attach themselves to health-focused businesses.

ACTION POINT: Think about how to amplify positive health attitudes and consumers’ need for health in fitness.

Watch the Technogym webinar from futurist Ken Hughes here:
HCMmag.com/KenHughes

If you would like to get each issue of HCM magazine sent direct to you for FREE, plus the weekly HCM ezine, sign up now!
The gym is not your product.
Delivering on your customers’ wellness is your ‘product’ / Shutterstock/George Rudy
The gym is not your product. Delivering on your customers’ wellness is your ‘product’ / Shutterstock/George Rudy
Give your customers freedom to book, choose and access services in a way that puts them in control / Shutterstock/GaudiLab
Give your customers freedom to book, choose and access services in a way that puts them in control / Shutterstock/GaudiLab
http://www.leisureopportunities.com/images/2020/561663_207424.jpg
'There's been a lot of disruption and when everything stops, the winners will move into the space. You need to get ready for the next 24 months' – Ken Hughes shares vital insights on navigating the new consumer landscape
Ken Hughes, Technogym,Consumer behaviour, fitness industry,
People
HCM people

Jo Smallwood

general manager, Oldham Leisure Centre
We saw the opportunity to initiate new partnerships with the Oldham Foodbank to help local residents during the COVID-19 crisis. We can’t serve our community in the way we would usually do, so we’ve moved resources to help where people need us most
People
I want us to make sure we’re still the go-to sector with the greatest power to improve health and wellbeing in society. We absolutely must not abdicate that opportunity
People
HCM people

Ben Lucas

Founder, Flow Athletic, Sydney
We advise our Flow Athletes to complete classes at a ratio of one yoga class to one strength class to one cardio class. This combination has very positive effects
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
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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
Consumer culture
Ken Hughes, expert in consumer culture and human behaviour spoke as part of the Technogym Talks series of webinars about how operators can navigate the new consumer landscape
Features
Opinion
The over-70s were treated as one homogenous group during the lockdown and advised to shield. Colin Milner, founder and CEO of the International Council on Active Aging says this is leading to an increase in ageism that the industry must fight to overcome
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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
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feature
As the health and fitness industry gears up for reopening, Caroline Constantine, MD of Right Directions, shares critical guidance about safe operating procedures
Features
Reopening
David Lloyd Leisure has launched a raft of outdoor classes, including an enhanced role for its Battlebox concept, as Liz Terry reports
Features
Latest News
Interest in gym reopening in England is reaching fever pitch, with an announcement expected any ...
Latest News
A free-to-access training platform has launched to help the sport and fitness workforce confidently return ...
Latest News
Glasgow Life, which runs leisure and culture facilities on behalf of Glasgow City Council, has ...
Latest News
Fitness equipment firm Nautilus Inc is looking for a buyer for its commercial equipment brand ...
Latest News
Technogym has announced the launch of live streaming and on-demand classes. The new content will ...
Latest News
A number of gym operators are concerned that local lockdowns could come into effect in ...
Latest News
Prime Minister Boris Johnson has announced that gyms may be able to reopen in a ...
Featured supplier news
Featured supplier: Incorpore and MoveGB ink groundbreaking partnership to transform corporate wellness offering
Incorpore and MoveGB have entered into a landmark partnership, combining the UK’s largest provider of corporate gym memberships with the nation’s biggest network of classes.
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.
Video Gallery
Temple Gym - Nautilus Equipment
Core Health & Fitness
Temple Gym - Nautilus Equipment Read more
More videos:
Company profiles
Company profile: Matrix Fitness
Matrix strives to offer equipment that will captivate your members, is easy to maintain, and ...
Company profiles
Company profile: Healthcheck Services Ltd
Here at Healthcheck Services, we want to empower you, your clients & your staff to ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Fitness Software
FunXtion International BV: Fitness Software
Skincare
Sothys: Skincare
Design consultants
Zynk Design Consultants: Design consultants
Exercise equipment
Technogym: Exercise equipment
Management software
Fisikal: Management software
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Spa software
SpaBooker: Spa software
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Direct debit solutions
Harlands Group: Direct debit solutions
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
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

Consumer culture: Unique challenge

Ken Hughes, expert in consumer culture and human behaviour spoke as part of the Technogym Talks series of webinars about how operators can navigate the new consumer landscape

Published in Health Club Management 2020 issue 5
Radical disruption means you need to make a plan to refocus your business now and in the longer term
Radical disruption means you need to make a plan to refocus your business now and in the longer term
There’s been a lot of disruption and when everything stops, the winners will move into the space. You need to get ready for the next 24 months

The coronavirus pandemic, lockdown and aftermath have given human behaviourists new insights into global consumer behaviour,” said Ken Hughes.

“For fitness business owners, this is an important time in your working life because there’s been a lot of disruption and everything has changed quickly.

“If you stand still, you’ll be moving backwards. When everything stops, the winners move into the space. You need to get ready for the next 24 months.”

Predict and prepare
“The captive economy, with consumers in lockdown, is unique,” he said. “It’s global and spans all ages, beliefs, languages and locations.

“You need to appreciate consumers’ concerns and anxieties. Data from YouGov shows only a proportion of people will feel comfortable with the idea of going back to the gym.

“Understand what they want, need, and expect during recovery, and you will thrive,” he said.

Action now
“Consumers are rethinking what is important,” said Hughes – “make sure you’re one of the things they need, rather than one they can do without.
“Devise a strategy and start investing in key stages: the next six weeks, the next six months, and the next two years.

“Understand the strong desire for human connection and you can grow the business more than you ever thought possible. 2021 could be a significant year for your business.”

#1 Attachment

• The current situation offers you a shortcut to building lifelong brand loyalty. When people are scared, sad, and lonely they naturally want to attach themselves to someone or something that offers stability and security.

• Make sure your business is the one they go to for help. That attachment will last far longer than the pandemic.

ACTION POINT: Think about how you can be there for them as a positive influence, give them ways to attach to your brand emotionally as a way to soothe their worries about fitness, health, nutrition and wellness.
#2 Freedom

• Freedom is important to us and has suddenly been taken away for the foreseeable future.

• This overnight loss of freedom and choice has significant emotional and mental ramifications, leaving consumers in a cycle of grief. You need to understand which phase your customers are in.

• Customer experience will be more important than ever, so multiply your efforts by 10. Customers want their freedom back and your brand, business and team need to be that point of human connection, giving them solutions that reinstate freedom and choice.

ACTION POINT: Give customers freedom to book, choose and access services in a way that puts them in control.
#3 Autonomy

• People feel safe when they know what’s going to happen. The pandemic has removed this sense of autonomy. Your customers can’t see what’s coming, and don’t know when it’s going to end.

• Two of their main environments – home and work – have collided, and many are locked in.

• People desperately want to get a sense of control and autonomy back over key areas of life. One of these areas is fitness and health. This gives you a huge opportunity if you get the conversation right.

ACTION POINT: Make customers feel involved, allow them to feel in control, make your services flexible so they can choose.
#4 Community

• Community has always been a key value for health and fitness brands. It’s now time to leverage this to strengthen the retention of existing customers.

• Humans need connection. Your customers are missing people during shutdown. Your gym gave them one of their tribes to belong to.

• You need to reinforce the relationship between your business and your customers, and capture those moments of community and connection.

• During this challenging time, don’t forget to build connections and emotional links.

• People need to feel that they are part of your community.

ACTION POINT: Write a list of things you’ve done to make your community feel special – you urgently need to contribute to community connection and keep this going.
#5 Digital

• Digital has always been a business advantage, and now it will be pure survival. Don’t fear digital. Create a ‘phygital’ business, where the physical and the digital combine to offer consumers what they need.

• Consumers are getting used to having digital experiences. You need to digitise your business to thrive during the pandemic and beyond. The gym and your other physical assets are the core of your business. But have that as the hub, with digital strands.

• The gym is not your product. Customer wellness is and delivering on their wellness is your solution. You need to be active in every part of what they need.

• Digital has destroyed some direct-to-consumer industries. Don’t let that happen to the physical activity sector. Make sure you’re crucial, so consumers can’t bypass you. Consider hiring equipment or sourcing it for customers to buy. Sell nutrition and supplements. Create a community. Give value. Link everything back to your facility.

ACTION POINT: Reshape your business by adding digital assets. Use it to build a community, strong social media, virtual home workouts, personalised online assets and anything else your customers need.
#6 Health

• Health has always been an important value, but the pandemic has skyrocketed it to the top of many people’s lists.

• Many are now interfacing with fitness for the first time, or returning to it because of this new drive. This creates a great opportunity for you to interact with 100 per cent of the population.

• Give advice, present solutions, show them what they need to do.

• When this is over, people will want more opportunities for health and fitness, but some fears and anxieties will remain. People will want to be healthy to protect themselves from illness.

• Start thinking of your business as part of a health solution, offering ways to keep people well and prevent illness. Use this health-based messaging in your communications and social media. People will want to attach themselves to health-focused businesses.

ACTION POINT: Think about how to amplify positive health attitudes and consumers’ need for health in fitness.

Watch the Technogym webinar from futurist Ken Hughes here:
HCMmag.com/KenHughes

If you would like to get each issue of HCM magazine sent direct to you for FREE, plus the weekly HCM ezine, sign up now!
The gym is not your product.
Delivering on your customers’ wellness is your ‘product’ / Shutterstock/George Rudy
The gym is not your product. Delivering on your customers’ wellness is your ‘product’ / Shutterstock/George Rudy
Give your customers freedom to book, choose and access services in a way that puts them in control / Shutterstock/GaudiLab
Give your customers freedom to book, choose and access services in a way that puts them in control / Shutterstock/GaudiLab
http://www.leisureopportunities.com/images/2020/561663_207424.jpg
'There's been a lot of disruption and when everything stops, the winners will move into the space. You need to get ready for the next 24 months' – Ken Hughes shares vital insights on navigating the new consumer landscape
Ken Hughes, Technogym,Consumer behaviour, fitness industry,
Latest News
Interest in gym reopening in England is reaching fever pitch, with an announcement expected any ...
Latest News
A free-to-access training platform has launched to help the sport and fitness workforce confidently return ...
Latest News
Glasgow Life, which runs leisure and culture facilities on behalf of Glasgow City Council, has ...
Latest News
Fitness equipment firm Nautilus Inc is looking for a buyer for its commercial equipment brand ...
Latest News
Technogym has announced the launch of live streaming and on-demand classes. The new content will ...
Latest News
A number of gym operators are concerned that local lockdowns could come into effect in ...
Latest News
Prime Minister Boris Johnson has announced that gyms may be able to reopen in a ...
Latest News
UK consumer confidence has improved significantly since the beginning of the lockdown, with a fifth ...
Latest News
The PGA Tour has recently bought 1,000 Whoop bands for its golfers, after PGA Tour ...
Latest News
ukactive has announced that Active Uprising and the National Summit are going digital as part ...
Featured supplier news
Featured supplier: Incorpore and MoveGB ink groundbreaking partnership to transform corporate wellness offering
Incorpore and MoveGB have entered into a landmark partnership, combining the UK’s largest provider of corporate gym memberships with the nation’s biggest network of classes.
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.
Video Gallery
Temple Gym - Nautilus Equipment
Core Health & Fitness
Temple Gym - Nautilus Equipment Read more
More videos:
Company profiles
Company profile: Matrix Fitness
Matrix strives to offer equipment that will captivate your members, is easy to maintain, and ...
Company profiles
Company profile: Healthcheck Services Ltd
Here at Healthcheck Services, we want to empower you, your clients & your staff to ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Fitness Software
FunXtion International BV: Fitness Software
Skincare
Sothys: Skincare
Design consultants
Zynk Design Consultants: Design consultants
Exercise equipment
Technogym: Exercise equipment
Management software
Fisikal: Management software
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Spa software
SpaBooker: Spa software
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Direct debit solutions
Harlands Group: Direct debit solutions
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
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
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