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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Conference Report: Industry insights

The recent Power Plate RISE event (Retention, Insights, Solutions, Engagement) brought together research, expertise and practical solutions, supported by industry speakers Dr Paul Bedford, retention specialist and David Minton, CEO of The Leisure Database Company (TLDC)

Published in Health Club Management 2019 issue 2
There’s a growing segment identified as ‘Strong Women’: 25-44-year-old females who build power and a tribe
There’s a growing segment identified as ‘Strong Women’: 25-44-year-old females who build power and a tribe

The rapid development, disruption and diversification of the fitness market has inspired Power Plate to help its customers understand where growth is coming from and why, as well as what owners and operators can do to compete.

In his keynote speech, Minton shared statistics from the latest reports into the size and scale of the UK fitness market, which has 9.9 million members across 7,038 facilities and an estimated market value of £4.9 billion in 2018.

Minton went on to identify an industry blind spot – the effective use of web, apps and social media platforms. Cue a new solution that will be launched soon by TLDC – the Social Fitness Index; a social listening tool targeted to the fitness industry.

This will give the ability to understand what resonates with members and what is trending in real-time, as well as insights into brand performance, ranking, content, keywords and platform preferences.

Customer focus
Understanding and targeting customers effectively was a continued theme for Minton. With 84 per cent of the population living within two miles of a public gym and 83 per cent living within two miles of a private health club (not to mention the ever-increasing popularity of at-home solutions), how can owners and operators cut through the competition?

Segmenting by age and location is nothing new but what about segmenting by behaviour?

This was also a hot topic in the presentations of Bedford and Power Plate’s business development expert, Julie Riker. Bedford discussed the blurring lines around what facilities offer – segments, sectors and services are all changing and the way we sell, operate, retain and measure needs to change around them.

He identified a number of key groups; ‘FIT Gen’, which is made up of 25- to 34-year-olds “who are constructing their own identities more freely than ever around varied exercise experiences – in and out of the gym”; ‘Wellthy Gen’, those aged 35-44 “living an interconnected holistic lifestyle to enhance their wellbeing”; and ‘Strong Women’ – 25- to 44-year-old females who build their physical strength as a way of constructing identities and communities”.

These segments or ‘tribes’ demand different solutions, with experience increasingly becoming the product. HIIT and Cross Fit-style studios, along with boutiques, are continuing to fuel growth, while home workout offerings such as the Daily Burn can retain ‘members’ without any need for a physical space – “a club without a club”, as Bedford put it.

Emotional archetypes
Riker also covered how emotional archetypes drive consumer choice; including training preferences.

By mapping considerations such as social, motivational and accountability drivers, she explained how Power Plate’s Small Group Training programmes (Burn, Strong, X and Zen) have been developed using research and analysis into how diverse personalities and behaviours determine exercise choice. These programmes also deliver against key industry trends such as HIIT, body weight and hybrid classes to provide a free, innovative, total solution on a rolling basis for customers.

Riker said Power Plate is using small group training to deliver results for customers such as Plate Fit in Los Angeles – a chain of boutique Power Plate studios.

Her data also demonstrated the link between member engagement and retention and how small group training can help deliver this.

NEW PARAMETERS
Bedford went on to highlight that the way in which health and fitness operators measure retention in clubs is now changing in a number of ways.

He says: “We need to think in new ways about active users, valuable customers, lifetime value and revenue per visit.”

As the market continues to fragment and diversify, there’s a great deal for owners and operators to consider in order to navigate the changing landscape and position for success.

Minton says that the opportunities are there and growth is happening, yet tomorrow belongs to those who can hear it coming; so it’s time to look at using these insights to get ahead.

David Minton
"David Minton identified an industry blind spot – the effective use of web, apps and social media platforms and explained he will launch a new solution soon called the Social Fitness Index; a social listening tool targeted to the fitness industry"
Dr Paul Bedford
"Dr Paul Bedford identified a number of customer types: FIT Gen, 25- to 34-year-olds who are constructing their identities around exercise; Wellthy Gen, 35-44, living an interconnected holistic lifestyle to enhance their wellbeing; and Strong Women, 25- to 44-year olds who build physical strength as a way of constructing identities and communities"
Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
From left: Sarah Morrelli, Matt Cottle, Laura Wilson and Stephen Powell at the Power Plate RISE event
From left: Sarah Morrelli, Matt Cottle, Laura Wilson and Stephen Powell at the Power Plate RISE event
https://www.leisureopportunities.co.uk/images/imagesX/948814_619768.jpg
There's a growing segment in fitness identified as 'Strong Women' – 25 to 44 year old females who build power and a tribe. More insights from the recent Power Plate RISE event...
Dr Paul Bedford, retention specialist David Minton, CEO of The Leisure Database Company (TLDC),Power Plate, RISE event, Dr Paul Bedford, David Minton, Retention, Insights, Solutions, Engagement
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Featured supplier news: Connected Health & Fitness Summit scheduled for March 2022
Covid-19 has accelerated digital transformation within the fitness industry, and there isn’t a fitness brand or business that hasn’t been forced to adapt or pivot to digital.
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An increasing number of gym and studio owners are realising that the days of them needing six, eight or 10 pieces of expensive, disjointed and barely adequate software to operate their business is a thing of the past.
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Click on a catalogue to view it online
Directory
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Exercise equipment
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Salt therapy products
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Management software
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Architects/designers
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Property & Tenders
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Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
07-10 Apr 2022
Exhibition Centre , Cologne, Germany
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

features

Conference Report: Industry insights

The recent Power Plate RISE event (Retention, Insights, Solutions, Engagement) brought together research, expertise and practical solutions, supported by industry speakers Dr Paul Bedford, retention specialist and David Minton, CEO of The Leisure Database Company (TLDC)

Published in Health Club Management 2019 issue 2
There’s a growing segment identified as ‘Strong Women’: 25-44-year-old females who build power and a tribe
There’s a growing segment identified as ‘Strong Women’: 25-44-year-old females who build power and a tribe

The rapid development, disruption and diversification of the fitness market has inspired Power Plate to help its customers understand where growth is coming from and why, as well as what owners and operators can do to compete.

In his keynote speech, Minton shared statistics from the latest reports into the size and scale of the UK fitness market, which has 9.9 million members across 7,038 facilities and an estimated market value of £4.9 billion in 2018.

Minton went on to identify an industry blind spot – the effective use of web, apps and social media platforms. Cue a new solution that will be launched soon by TLDC – the Social Fitness Index; a social listening tool targeted to the fitness industry.

This will give the ability to understand what resonates with members and what is trending in real-time, as well as insights into brand performance, ranking, content, keywords and platform preferences.

Customer focus
Understanding and targeting customers effectively was a continued theme for Minton. With 84 per cent of the population living within two miles of a public gym and 83 per cent living within two miles of a private health club (not to mention the ever-increasing popularity of at-home solutions), how can owners and operators cut through the competition?

Segmenting by age and location is nothing new but what about segmenting by behaviour?

This was also a hot topic in the presentations of Bedford and Power Plate’s business development expert, Julie Riker. Bedford discussed the blurring lines around what facilities offer – segments, sectors and services are all changing and the way we sell, operate, retain and measure needs to change around them.

He identified a number of key groups; ‘FIT Gen’, which is made up of 25- to 34-year-olds “who are constructing their own identities more freely than ever around varied exercise experiences – in and out of the gym”; ‘Wellthy Gen’, those aged 35-44 “living an interconnected holistic lifestyle to enhance their wellbeing”; and ‘Strong Women’ – 25- to 44-year-old females who build their physical strength as a way of constructing identities and communities”.

These segments or ‘tribes’ demand different solutions, with experience increasingly becoming the product. HIIT and Cross Fit-style studios, along with boutiques, are continuing to fuel growth, while home workout offerings such as the Daily Burn can retain ‘members’ without any need for a physical space – “a club without a club”, as Bedford put it.

Emotional archetypes
Riker also covered how emotional archetypes drive consumer choice; including training preferences.

By mapping considerations such as social, motivational and accountability drivers, she explained how Power Plate’s Small Group Training programmes (Burn, Strong, X and Zen) have been developed using research and analysis into how diverse personalities and behaviours determine exercise choice. These programmes also deliver against key industry trends such as HIIT, body weight and hybrid classes to provide a free, innovative, total solution on a rolling basis for customers.

Riker said Power Plate is using small group training to deliver results for customers such as Plate Fit in Los Angeles – a chain of boutique Power Plate studios.

Her data also demonstrated the link between member engagement and retention and how small group training can help deliver this.

NEW PARAMETERS
Bedford went on to highlight that the way in which health and fitness operators measure retention in clubs is now changing in a number of ways.

He says: “We need to think in new ways about active users, valuable customers, lifetime value and revenue per visit.”

As the market continues to fragment and diversify, there’s a great deal for owners and operators to consider in order to navigate the changing landscape and position for success.

Minton says that the opportunities are there and growth is happening, yet tomorrow belongs to those who can hear it coming; so it’s time to look at using these insights to get ahead.

David Minton
"David Minton identified an industry blind spot – the effective use of web, apps and social media platforms and explained he will launch a new solution soon called the Social Fitness Index; a social listening tool targeted to the fitness industry"
Dr Paul Bedford
"Dr Paul Bedford identified a number of customer types: FIT Gen, 25- to 34-year-olds who are constructing their identities around exercise; Wellthy Gen, 35-44, living an interconnected holistic lifestyle to enhance their wellbeing; and Strong Women, 25- to 44-year olds who build physical strength as a way of constructing identities and communities"
Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
From left: Sarah Morrelli, Matt Cottle, Laura Wilson and Stephen Powell at the Power Plate RISE event
From left: Sarah Morrelli, Matt Cottle, Laura Wilson and Stephen Powell at the Power Plate RISE event
https://www.leisureopportunities.co.uk/images/imagesX/948814_619768.jpg
There's a growing segment in fitness identified as 'Strong Women' – 25 to 44 year old females who build power and a tribe. More insights from the recent Power Plate RISE event...
Dr Paul Bedford, retention specialist David Minton, CEO of The Leisure Database Company (TLDC),Power Plate, RISE event, Dr Paul Bedford, David Minton, Retention, Insights, Solutions, Engagement
Latest News
The Workforce State of Mind Survey, now in its second year, has begun to gather ...
Latest News
Wellness operator and fit tech company, LIT Method, (low-intensity training) is ramping up expansion after ...
Latest News
Planet Fitness has signed an agreement to acquire Sunshine Fitness – an operator of 114 ...
Latest News
People living in London have been advised to avoid or reduce strenuous exercise today (Friday ...
Latest News
A marketing partnership between fitness marketplace Hussle and fast-food giant McDonald's resulted in a significant ...
Latest News
The UK government should encourage – and make it easier – for doctors and other ...
Latest News
Mark Sesnan, co-founder and CEO of GLL, has been awarded an OBE in the New ...
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4 Global – a partner in the Moving Communities initiative – has completed an initial public ...
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Featured supplier news
Featured supplier news: Connected Health & Fitness Summit scheduled for March 2022
Covid-19 has accelerated digital transformation within the fitness industry, and there isn’t a fitness brand or business that hasn’t been forced to adapt or pivot to digital.
Featured supplier news
Featured supplier news: Quoox throws down the gauntlet in fitness software arena
An increasing number of gym and studio owners are realising that the days of them needing six, eight or 10 pieces of expensive, disjointed and barely adequate software to operate their business is a thing of the past.
Featured operator news
Featured operator news: Double Olympic Champion Rebecca Adlington breaks ground ahead of new Rainham Leisure Centre
Everyone Active has got the New Year off to a flying start as it begins work on the brand new Rainham Leisure Centre.
Featured operator news
Featured operator news: Innovative experience TAGactive launched at Everyone Active
Everyone Active opened its first TAGactive Arena at Lammas Leisure Centre on Bank Holiday Monday, January 3.
Video Gallery
Mindbody, Inc
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Les Mills
Company profiles
Company profile: EMD UK
EMD UK is the national governing body for group exercise. Funded by Sport England, EMD ...
Company profiles
Company profile: FIBO Global Fitness
FIBO Global Fitness is the leading international trade show for fitness, wellness & health....
Supplier Showcases
Supplier showcase - Pulse Fitness: The premium touch
Catalogue Gallery
Click on a catalogue to view it online
Directory
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Exercise equipment
Matrix Fitness: Exercise equipment
Spa software
SpaBooker: Spa software
Salt therapy products
Himalayan Source: Salt therapy products
trade associations
International SPA Association - iSPA: trade associations
Management software
Premier Software Solutions: Management software
Architects/designers
Zynk Design Consultants: Architects/designers
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Skincare
Sothys: Skincare
Wearable technology solutions
MyZone: Wearable technology solutions
Property & Tenders
Bilborough, Nottingham
Bilborough College
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
07-10 Apr 2022
Exhibition Centre , Cologne, Germany
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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