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fibodo Limited
fibodo Limited
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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

Editor's letter: Next round

The hard work is paying off and we’re earning a reputation for safe operations. Now it’s time to tackle the next set of challenges – increasing capacity, yield and memberships, deepening engagement and rebuilding profits says liz Terry

By Liz Terry, Leisure Media | Published in Health Club Management 2020 issue 8
A study in the US found that restaurant attendance was the only factor which correlated with testing positive for the virus

We know we’re controlling COVID-19 in gyms and delivering safe environments for members, thanks to regular studies by our global trade associations, with transmission results from IHRSA, Fitness Australia and ukactive giving a solid base of evidence with which to fight our corner.

In addition, evidence is emerging to indicate that COVID-19 transmission is actually happening in harder-to-regulate establishments, such as restaurants.

New research from the Centres for Disease Control and Prevention in the US found that adults who tested positive for COVID-19 were twice as likely to have eaten in restaurants in the previous two weeks.

Community and Close Contact Exposures Associated with COVID-19, found restaurant attendance was the only factor which correlated with testing positive for the virus.

So now we’re well on the way to winning a reputation for safe operations and the true sources of transmission are starting to be identified, what are the next challenges?

In addition to building and refining hybrid options, two of the biggest are meeting capacity demands and winning back members, with operators reporting they’ve lost anywhere between 10 and 40 per cent, depending on location.

Location itself is another challenge, with homeworking skewing the performance of sites in office catchments.

All these pressures will begin to reshape the industry, as some operators go into disposal and investment cycles to shed poorly performing sites and take advantage of more favourable locations.

Safety limits on class numbers are a concern – we know group ex is a huge driver of retention, so the fact many operators are having to limit class numbers is having a reverse effect, with some members leaving because they can’t get slots.

We need creative yield management solutions to increase capacity, prevent this attrition and optimise the powerful engagement of group exercise. We’d love to see an industry thinktanks convened to tackle this and propose practical, creative solutions.

Also challenging are changes to guidelines which are confusing consumers – the UK’s ‘rule of six’, for example, which bans gatherings of more than six people, doesn’t apply to gyms and yet many consumers are unaware of this and operators are reporting attendance dips as a result.

Keeping very closely connected with members is vital if we are to earn and re-earn their loyalty and also to get the cut-through to ensure they understand new rulings.

It’s telling that a recent survey (p27) indicates boutiques – with their deep member engagement – are back to pre-COVID-19 trading levels in some world regions.

Liz Terry, HCM editor
[email protected]
@elizterry
Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
https://www.leisureopportunities.co.uk/images/2020/HC2020_8p5.jpg
The hard work is paying off and we’re earning a reputation for safe operations, says HCM editor Liz Terry
Liz Terry, HCM Mag, increasing capacity, increasing yield, increasing memberships, deepening engagement, rebuilding profits,fitness, gyms, health clubs
People
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Our success in moving the date for reopening happened because there was a shift in how the fitness sector is perceived
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Gym operators in the UK can now open on the high street, without planning permission, thanks to changes in legislation. What impact will this have on the industry? Kath Hudson reports
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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
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Editor's letter
The hard work is paying off and we’re earning a reputation for safe operations. Now it’s time to tackle the next set of challenges – increasing capacity, yield and memberships, deepening engagement and rebuilding profits says liz Terry
Features
feature
As the fitness industry grapples with the challenge of optimising digital, Volution’s Adam Norton shares his vision for a customised data-centric approach that will lead operators into a new era of success
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Our world has changed since March and together, we are learning and adapting to how this sector can continue to thrive in this COVID conscious world.
Opinion: Why fitness clubs and facilities need to evolve in a COVID-conscious world
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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
Featured supplier news
Featured supplier: Ritz Carlton co-founder joins Frontline Summit 2020 as keynote speaker
Frontline work has never been more important and frontline workers are the largest class of workers on the planet, as well as the most impactful group on the experience customers get.
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.
Video Gallery
Freemotion FUSION Team Training
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The High-Intensity Cardio-Strength Training. Read more
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Company profiles
Company profile: Xn Leisure Systems Ltd
Xn Leisure is a provider of cutting-edge health and fitness software, offering exceptional service to ...
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Company profile: Gympass
On a mission to defeat inactivity, Gympass is a corporate wellness solution that builds mutually ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Management software
fibodo Limited: Management software
Red Light Therapy
 Red Light Rising: Red Light Therapy
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Software
Volution.fit: Software
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Exercise equipment
Matrix Fitness: Exercise equipment
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Spa software
SpaBooker: Spa software
Trade associations
International SPA Association - iSPA: Trade associations
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
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
03-06 Nov 2020
Online,
Diary dates
12 Nov 2020
Virtual, United States
Diary dates
17 Nov 2020
Loughborough University, Loughborough, United Kingdom
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
03-03 Dec 2020
Virtual,
Diary dates
08-09 Dec 2020
Raffles City Convention Centre, Singapore, Singapore
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

Editor's letter: Next round

The hard work is paying off and we’re earning a reputation for safe operations. Now it’s time to tackle the next set of challenges – increasing capacity, yield and memberships, deepening engagement and rebuilding profits says liz Terry

By Liz Terry, Leisure Media | Published in Health Club Management 2020 issue 8
A study in the US found that restaurant attendance was the only factor which correlated with testing positive for the virus

We know we’re controlling COVID-19 in gyms and delivering safe environments for members, thanks to regular studies by our global trade associations, with transmission results from IHRSA, Fitness Australia and ukactive giving a solid base of evidence with which to fight our corner.

In addition, evidence is emerging to indicate that COVID-19 transmission is actually happening in harder-to-regulate establishments, such as restaurants.

New research from the Centres for Disease Control and Prevention in the US found that adults who tested positive for COVID-19 were twice as likely to have eaten in restaurants in the previous two weeks.

Community and Close Contact Exposures Associated with COVID-19, found restaurant attendance was the only factor which correlated with testing positive for the virus.

So now we’re well on the way to winning a reputation for safe operations and the true sources of transmission are starting to be identified, what are the next challenges?

In addition to building and refining hybrid options, two of the biggest are meeting capacity demands and winning back members, with operators reporting they’ve lost anywhere between 10 and 40 per cent, depending on location.

Location itself is another challenge, with homeworking skewing the performance of sites in office catchments.

All these pressures will begin to reshape the industry, as some operators go into disposal and investment cycles to shed poorly performing sites and take advantage of more favourable locations.

Safety limits on class numbers are a concern – we know group ex is a huge driver of retention, so the fact many operators are having to limit class numbers is having a reverse effect, with some members leaving because they can’t get slots.

We need creative yield management solutions to increase capacity, prevent this attrition and optimise the powerful engagement of group exercise. We’d love to see an industry thinktanks convened to tackle this and propose practical, creative solutions.

Also challenging are changes to guidelines which are confusing consumers – the UK’s ‘rule of six’, for example, which bans gatherings of more than six people, doesn’t apply to gyms and yet many consumers are unaware of this and operators are reporting attendance dips as a result.

Keeping very closely connected with members is vital if we are to earn and re-earn their loyalty and also to get the cut-through to ensure they understand new rulings.

It’s telling that a recent survey (p27) indicates boutiques – with their deep member engagement – are back to pre-COVID-19 trading levels in some world regions.

Liz Terry, HCM editor
[email protected]
@elizterry
Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
https://www.leisureopportunities.co.uk/images/2020/HC2020_8p5.jpg
The hard work is paying off and we’re earning a reputation for safe operations, says HCM editor Liz Terry
Liz Terry, HCM Mag, increasing capacity, increasing yield, increasing memberships, deepening engagement, rebuilding profits,fitness, gyms, health clubs
Latest News
Persistent and rising levels of lifestyle disease across the world have exacerbated the effects of ...
Latest News
Customer experience software provider, AskNicely, has announced it will host a new virtual event called ...
Latest News
In breaking news, HCM understands the UK government has removed gyms and fitness facilities from ...
Latest News
Globally, gyms have, on average, seen nearly 70 per cent of their pre-lockdown members return ...
Latest News
A UK government U-turn – just announced – will see gyms and leisure centres staying open ...
Latest News
"Dozens" of gyms in Liverpool, UK, have defied the government and stayed open for business ...
Latest News
The UK government is likely to face legal challenges from gym operators following the revelation ...
Latest News
Gym and health club operators with sites in Liverpool, UK, have been left "astounded" at ...
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Technogym's Let’s Move For a Better World campaign is back this year, with a new ...
Latest News
The UK government should encourage people to spend more time in regulated environments to curb ...
Latest News
Fitness leaders in the UK have welcomed news that everywhere but Liverpool is currently allowed ...
Opinion
promotion
Our world has changed since March and together, we are learning and adapting to how this sector can continue to thrive in this COVID conscious world.
Opinion: Why fitness clubs and facilities need to evolve in a COVID-conscious world
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
Featured supplier news
Featured supplier: Ritz Carlton co-founder joins Frontline Summit 2020 as keynote speaker
Frontline work has never been more important and frontline workers are the largest class of workers on the planet, as well as the most impactful group on the experience customers get.
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.
Video Gallery
Freemotion FUSION Team Training
FreeMotion Fitness
The High-Intensity Cardio-Strength Training. Read more
More videos:
Company profiles
Company profile: Xn Leisure Systems Ltd
Xn Leisure is a provider of cutting-edge health and fitness software, offering exceptional service to ...
Company profiles
Company profile: Gympass
On a mission to defeat inactivity, Gympass is a corporate wellness solution that builds mutually ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Management software
fibodo Limited: Management software
Red Light Therapy
 Red Light Rising: Red Light Therapy
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Software
Volution.fit: Software
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Exercise equipment
Matrix Fitness: Exercise equipment
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Spa software
SpaBooker: Spa software
Trade associations
International SPA Association - iSPA: Trade associations
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
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
03-06 Nov 2020
Online,
Diary dates
12 Nov 2020
Virtual, United States
Diary dates
17 Nov 2020
Loughborough University, Loughborough, United Kingdom
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
03-03 Dec 2020
Virtual,
Diary dates
08-09 Dec 2020
Raffles City Convention Centre, Singapore, Singapore
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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