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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

The way I see it: Francesco Arlotti

As Technogym launches its new virtual and on-demand services, Francesco Arlotti, head of digital solutions, shares his thoughts with HCM

Published in Health Club Management 2020 issue 6
Clubs have a real possibility to become wellness hubs and completely
innovate their business models
Clubs have a real possibility to become wellness hubs and completely innovate their business models
Francesco Arlotti: The way I see it

• Consumers are already digitally addicted. They’re there, waiting for us to catch up

• The digitisation of the sector was going to happen anyway. COVID-19 has simply accelerated the digital transformation

• This crisis is an opportunity – it’s thrown a spotlight on why our penetration rates were stagnating and forced us to be more creative in meeting customers’ needs

• An exclusively offline model is not a good option. Neither is exclusively online. There needs to be a blend

• We must understand what consumers want – focus on their needs rather than ours – and steer away from commoditising our product

• Clubs have a real possibility to become wellness hubs and completely innovate their business models – for example, by interacting with insurance companies, medical organisations and the corporate world

• A digital proposition can only be effectively monetised if it’s seamless

• The pandemic has given consumers a greater appreciation of good physical and mental health and handed us a more receptive audience

• We need to move members away from free fitness content on Facebook and Instagram. Operators need to re-establish a more regular relationship with members

• Our goal is to leverage the huge ecosystem we’ve created to offer people training experiences in line with their goals, personality and passions

• Home is a safe space for people with safety concerns around COVID-19, as well as those who haven’t used a gym before. Don’t fight the safe space, be in alliance with it

• 15 million people across 15,000 clubs globally are registered on Technogym’s Mywellness system. It’s about helping operators stay connected to their members 24/7

• Just because you’re market leader for phase one in the development of a market, that doesn’t mean you’ll still be market leader through the second, third and subsequent phases. Technogym didn’t fall into this trap. We continually evolve and develop. With digital, nothing ever stands still

• We’re launching a library of virtual on demand classes created by Technogym; if operators want to upload their own classes, they can do that too. Also launching is Coach Live video chat: live streaming where instructors can see people training at home and feed back on technique

Read the full interview with Francesco Arlotti in the Q2 edition of Fit Tech magazine.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
We must understand what consumers want
– focus on their needs rather than ours
We must understand what consumers want – focus on their needs rather than ours
Our goal is to offer people training experiences in
line with their goals, personality and passions
Our goal is to offer people training experiences in line with their goals, personality and passions
Gyms and home fitness are not competitors, says Arlotti. People are getting accustomed to training in both
Gyms and home fitness are not competitors, says Arlotti. People are getting accustomed to training in both
https://www.leisureopportunities.co.uk/images/2020/881717_186599.jpg
'Consumers are already digitally addicted. They're there, waiting for us to catch up' – Francesco Arlotti, Technogym
Francesco Arlotti, Technogym,virtual fitness, on-demand fitness, digital fitness
People
Overall, it’s about creating something a little less efficient, a little more fun. Somewhere you can lose yourself for a couple of hours
People
Our success in moving the date for reopening happened because there was a shift in how the fitness sector is perceived
People
We have a very mixed demographic, which is something people said would never happen. Someone who earns a minimum wage can be training and socialising alongside a billionaire
Features
Sponsored briefing
Excite Live has revolutionised training, thanks to the Technogym Live platform, which uses AI and immersive content to give training an advanced level of personalisation
Features
Research
A new study suggests that exercise leads to elevated galanin levels – which in turn helps the brain’s stress response, giving more resilience. Tom Walker reports
Features
Supplier showcase
SIX3NINE opened its second London studio in August, and will continue to partner with Physical Company as it aims to open up to five studios across the city
Features
Research
Five months after the start of lockdown, Leisure-net did a survey to gauge how public sector operators and industry suppliers are faring
Features
feature
Wattbike’s lead sport scientist Eddie Fletcher discusses the importance of health assessments, changes in consumer behaviour post-lockdown and the latest UK government strategy
Features
Supplier showcase
Sporteve has enhanced its in-club digital experience by working with Funxtion to install multiscreens to power the member experience
Features
Body scanning
COVID-19 is driving huge consumer interest in health, creating the opportunity for operators (with the right kit) to offer body scanning and analysis. We look at some of the top options
Features
Latest News
Digital fitness brand Fiit has secured a groundbreaking deal with satellite TV giant, Sky, to ...
Latest News
Indoor cycling brand, Flywheel, has filed for Chapter 7 bankruptcy and closed all its US ...
Latest News
Industry body EuropeActive has published a sectoral manifesto which outlines the aims and objectives of ...
Latest News
European fitness operators will face increased consolidation, accelerated digitalisation and the new reality of creating ...
Latest News
Fitness giant Equinox has opened its first fully-outdoor gym in Los Angeles. Called Equinox+ In ...
Latest News
An online fitness community, created by personal trainer and social media influencer, Talilla Henchoz, during ...
Latest News
Two functional fitness franchises are continuing their legal battle over a dispute relating to patents. ...
Latest News
Xponential Fitness has entered the Saudi Arabian gym market with the launch of five boutique ...
Opinion
promotion
In a post-Covid world, member experience is more important than ever before. Your customers’ expectations have been heightened as the coronavirus continues to dominate our everyday lives.
Opinion: Why member experience is more important now than ever before
Opinion
promotion
The pandemic has thrown a new focus on health, with sales of body composition analysis equipment at an all-time high, as InBody’s Francesca Cooper explains.
Opinion: Gyms add body composition analysis and health screening to their offering following pandemic
Featured supplier news
Featured supplier: Annual Fitness & Active Brands Summit offering invaluable insight from over 40 leading industry speakers
Join the second Annual Fitness & Active Brands Summit and walk away with the expertise you need to transform your business model and maximise the US$59.23bn virtual fitness market opportunity.
Featured supplier news
Featured supplier: CAWS unveils new programme designed to help trainers work with guests recovering from COVID-19
Educational company, CAWS, has launched a new programme to help educate trainers on how to support members recovering from COVID-19.
Video Gallery
A new Zone is here
MyZone Group Ltd
A new zone is here for your club, for your members and for you. Read more
More videos:
Company profiles
Company profile: Myzone Group Ltd
At Myzone we reward Effort to solve the pervasive problem of ‘diminishing motivation within exercisers’ ...
Company profiles
Company profile: Fisikal Limited
Fisikal helps fitness professionals, operators and education organisations improve efficiencies and service through its online ...
Supplier Showcases
Supplier showcase - Digital gym floor
Catalogue Gallery
Click on a catalogue to view it online
Directory
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Direct debit solutions
Harlands Group: Direct debit solutions
Spa software
SpaBooker: Spa software
Design consultants
Zynk Design Consultants: Design consultants
Skincare
Sothys: Skincare
Exercise equipment
Star Trac / Core Health & Fitness: Exercise equipment
Locking solutions
Monster Padlocks: Locking solutions
Trade associations
International SPA Association - iSPA: Trade associations
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Red Light Therapy
 Red Light Rising: Red Light Therapy
Property & Tenders
11 - 25 Union St, London SE1 1SD
Bankside Open Spaces Trust
Property & Tenders
Waltham Abbey, Essex
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
07 Oct 2020
Online, Singapore, Singapore
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
03-06 Nov 2020
Online,
Diary dates
17 Nov 2020
Loughborough University, Loughborough, United Kingdom
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
02-04 Feb 2021
Ericsson Exhibition Hall, Ricoh Arena, Coventry, 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

The way I see it: Francesco Arlotti

As Technogym launches its new virtual and on-demand services, Francesco Arlotti, head of digital solutions, shares his thoughts with HCM

Published in Health Club Management 2020 issue 6
Clubs have a real possibility to become wellness hubs and completely
innovate their business models
Clubs have a real possibility to become wellness hubs and completely innovate their business models
Francesco Arlotti: The way I see it

• Consumers are already digitally addicted. They’re there, waiting for us to catch up

• The digitisation of the sector was going to happen anyway. COVID-19 has simply accelerated the digital transformation

• This crisis is an opportunity – it’s thrown a spotlight on why our penetration rates were stagnating and forced us to be more creative in meeting customers’ needs

• An exclusively offline model is not a good option. Neither is exclusively online. There needs to be a blend

• We must understand what consumers want – focus on their needs rather than ours – and steer away from commoditising our product

• Clubs have a real possibility to become wellness hubs and completely innovate their business models – for example, by interacting with insurance companies, medical organisations and the corporate world

• A digital proposition can only be effectively monetised if it’s seamless

• The pandemic has given consumers a greater appreciation of good physical and mental health and handed us a more receptive audience

• We need to move members away from free fitness content on Facebook and Instagram. Operators need to re-establish a more regular relationship with members

• Our goal is to leverage the huge ecosystem we’ve created to offer people training experiences in line with their goals, personality and passions

• Home is a safe space for people with safety concerns around COVID-19, as well as those who haven’t used a gym before. Don’t fight the safe space, be in alliance with it

• 15 million people across 15,000 clubs globally are registered on Technogym’s Mywellness system. It’s about helping operators stay connected to their members 24/7

• Just because you’re market leader for phase one in the development of a market, that doesn’t mean you’ll still be market leader through the second, third and subsequent phases. Technogym didn’t fall into this trap. We continually evolve and develop. With digital, nothing ever stands still

• We’re launching a library of virtual on demand classes created by Technogym; if operators want to upload their own classes, they can do that too. Also launching is Coach Live video chat: live streaming where instructors can see people training at home and feed back on technique

Read the full interview with Francesco Arlotti in the Q2 edition of Fit Tech magazine.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
We must understand what consumers want
– focus on their needs rather than ours
We must understand what consumers want – focus on their needs rather than ours
Our goal is to offer people training experiences in
line with their goals, personality and passions
Our goal is to offer people training experiences in line with their goals, personality and passions
Gyms and home fitness are not competitors, says Arlotti. People are getting accustomed to training in both
Gyms and home fitness are not competitors, says Arlotti. People are getting accustomed to training in both
https://www.leisureopportunities.co.uk/images/2020/881717_186599.jpg
'Consumers are already digitally addicted. They're there, waiting for us to catch up' – Francesco Arlotti, Technogym
Francesco Arlotti, Technogym,virtual fitness, on-demand fitness, digital fitness
Latest News
Digital fitness brand Fiit has secured a groundbreaking deal with satellite TV giant, Sky, to ...
Latest News
Indoor cycling brand, Flywheel, has filed for Chapter 7 bankruptcy and closed all its US ...
Latest News
Industry body EuropeActive has published a sectoral manifesto which outlines the aims and objectives of ...
Latest News
European fitness operators will face increased consolidation, accelerated digitalisation and the new reality of creating ...
Latest News
Fitness giant Equinox has opened its first fully-outdoor gym in Los Angeles. Called Equinox+ In ...
Latest News
An online fitness community, created by personal trainer and social media influencer, Talilla Henchoz, during ...
Latest News
Two functional fitness franchises are continuing their legal battle over a dispute relating to patents. ...
Latest News
Xponential Fitness has entered the Saudi Arabian gym market with the launch of five boutique ...
Latest News
Chancellor Rishi Sunak's proposals to support the economy through the next six months of the ...
Latest News
The UK government's 'Rule of Six' has come into force in physical activity facilities today ...
Latest News
The UK's physical activity sector has come together to get millions of people active during ...
Opinion
promotion
In a post-Covid world, member experience is more important than ever before. Your customers’ expectations have been heightened as the coronavirus continues to dominate our everyday lives.
Opinion: Why member experience is more important now than ever before
Opinion
promotion
The pandemic has thrown a new focus on health, with sales of body composition analysis equipment at an all-time high, as InBody’s Francesca Cooper explains.
Opinion: Gyms add body composition analysis and health screening to their offering following pandemic
Featured supplier news
Featured supplier: Annual Fitness & Active Brands Summit offering invaluable insight from over 40 leading industry speakers
Join the second Annual Fitness & Active Brands Summit and walk away with the expertise you need to transform your business model and maximise the US$59.23bn virtual fitness market opportunity.
Featured supplier news
Featured supplier: CAWS unveils new programme designed to help trainers work with guests recovering from COVID-19
Educational company, CAWS, has launched a new programme to help educate trainers on how to support members recovering from COVID-19.
Video Gallery
A new Zone is here
MyZone Group Ltd
A new zone is here for your club, for your members and for you. Read more
More videos:
Company profiles
Company profile: Myzone Group Ltd
At Myzone we reward Effort to solve the pervasive problem of ‘diminishing motivation within exercisers’ ...
Company profiles
Company profile: Fisikal Limited
Fisikal helps fitness professionals, operators and education organisations improve efficiencies and service through its online ...
Supplier Showcases
Supplier showcase - Digital gym floor
Catalogue Gallery
Click on a catalogue to view it online
Directory
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Direct debit solutions
Harlands Group: Direct debit solutions
Spa software
SpaBooker: Spa software
Design consultants
Zynk Design Consultants: Design consultants
Skincare
Sothys: Skincare
Exercise equipment
Star Trac / Core Health & Fitness: Exercise equipment
Locking solutions
Monster Padlocks: Locking solutions
Trade associations
International SPA Association - iSPA: Trade associations
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Red Light Therapy
 Red Light Rising: Red Light Therapy
Property & Tenders
11 - 25 Union St, London SE1 1SD
Bankside Open Spaces Trust
Property & Tenders
Waltham Abbey, Essex
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
07 Oct 2020
Online, Singapore, Singapore
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
03-06 Nov 2020
Online,
Diary dates
17 Nov 2020
Loughborough University, Loughborough, United Kingdom
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
02-04 Feb 2021
Ericsson Exhibition Hall, Ricoh Arena, Coventry, 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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