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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Promotional feature: Discover the latest vision from Power Plate

Power Plate celebrates its 20th anniversary with a fresh perspective on product relevance, positioning and experience. New UK head of sales, Iain Murray, shares his thoughts on future direction from the unique perspective of a former operator and personal advocate

Published in Health Club Management 2019 issue 6
Power Plates can be used for group fitness in dedicated studios
Power Plates can be used for group fitness in dedicated studios
Having been told I would never play football again, Power Plate helped me overcome my injury to such an extent that I'm still playing today - Iain Murray, Power Plate

With 15 years of senior health club management experience with Fitness First, David Lloyd and Virgin Active, plus firsthand experience of healing a serious injury using Power Plate, Iain brings a new outlook to one of the longest-standing, consistently performing products on the market.

What do you see as Power Plate’s biggest challenge?
Power Plate isn't utilised to its full capacity in the industry – if it was, the results would be there to see.

That's because the product's biggest strength is also its biggest challenge.

As a total body solution that amplifies results, Power Plate can enhance any movement by working muscles harder than if the same movement were to be performed on the ground without it.

This means it can support any training style, application or goal and allow users to prepare faster, perform better and recover quicker.

This makes the product incredibly versatile, yet also creates barriers to use.

From my years in club management, I’m aware that teams understand the concept of vibration training, but not always the application. Compounded with a persistent churn rate, training and education of staff can get left behind.

How are you overcoming this?
We're working with customers to map out where Power Plate fits with each brand and customer journey. Giving the product its place within these helps frame what each club utilises the product for and then – importantly – where it fits into their story and experience.

This leads into the education and engagement aspect – our team offers both staff and member training designed to ensure operators have the skills, knowledge and confidence required to utilise Power Plate.

The strategy is all about activation – getting as many staff and members on the product (both old and new) to experience it for themselves and learn how to get the most out of it.

Once understanding increases, we see a rise in confidence. When staff and members are comfortable on a Power Plate, we start to see adherence and then the emergence of product advocates.

That was my own experience of Power Plate. As a David Lloyd team member, I was introduced to the product many years ago and shown how I could use it for rehabilitation and ongoing maintenance of the knees after injury.

Having been told I would never play football again, Power Plate helped me overcome my injury to such an extent that I'm still playing today.

I moved my routine workout onto the plate, as well as my preparation and recovery, and the rest is history.

How can operators activate Power Plates they already have?
PTs crave to deliver added value to their sessions and members are looking for unique or different training options. This can be achieved by simply creating more of an experience around after-session recovery in a dedicated space on Power Plate.

Preparation can also be done in this way, as indeed can an entire workout.

Delivering dynamic training, variety and progression leads to results and gets more clients interested in doing something different too. This, in turn, improves retention and overall profitability.

With millennials and Gen Z making up a huge proportion of health club members, but not being familiar with Power Plate and demanding different, experience-led sessions, we've developed a specific new suite of small group training programmes.

These have been designed with a variety of demographic groups and industry trends in mind and have been developed based on research into the social, motivational and accountability drivers that determine exercise choice.

These include Burn, Strong, X and Zen programmes, with regular new content for a ready-to-roll solution.

We're seeing these small group training concepts being implemented as part of a total club or boutique solution, as well as in studios where Power Plate is the standalone product.

Where are the growth opportunities for Power Plate?
We're having success in driving member experience, as the product is such a great tool for engagement. This is key to experience and Power Plate is the perfect platform for that – either for inductions, pre- or post-workout or for entire sessions.

We're also seeing clubs move their Plates to fit into a particular journey or experience they're delivering, either as part of the main gym, or studio or within boutiques dedicated to Power Plate.

They're starting to think about how to integrate what's admittedly a specialist product into their offering to help differentiate, deliver on experience and drive retention and profitability.

Clubs are always focused on sales, and the feel of a product can really help when trying to sell to a new client. There's no better product than Power Plate to illustrate this, as it can demonstrate immediate results – a 30 second stretch is a simple but effective showcase.

We're also coming back to our scientific roots with more health and wellness applications. As these areas continue to grow, the lines between medical, rehabilitation and fitness are merging. Meeting the needs of these populations requires a new strategy not only from Power Plate but our whole industry.

TEL: +44 (0) 207 317 500

EMAIL: [email protected]

WEB: www.powerplate.com

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Iain Murray, Power Plate
Iain Murray, Power Plate
In addition to working for all age groups and fitness levels, Power Plate is going back to its scientific roots in health and wellness
In addition to working for all age groups and fitness levels, Power Plate is going back to its scientific roots in health and wellness
https://www.leisureopportunities.co.uk/images/imagesX/633993_351064.jpg
Discover the latest vision from Power Plate
Iain Murray, Power Plate,Iain Murray, Power Plate,
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features

Promotional feature: Discover the latest vision from Power Plate

Power Plate celebrates its 20th anniversary with a fresh perspective on product relevance, positioning and experience. New UK head of sales, Iain Murray, shares his thoughts on future direction from the unique perspective of a former operator and personal advocate

Published in Health Club Management 2019 issue 6
Power Plates can be used for group fitness in dedicated studios
Power Plates can be used for group fitness in dedicated studios
Having been told I would never play football again, Power Plate helped me overcome my injury to such an extent that I'm still playing today - Iain Murray, Power Plate

With 15 years of senior health club management experience with Fitness First, David Lloyd and Virgin Active, plus firsthand experience of healing a serious injury using Power Plate, Iain brings a new outlook to one of the longest-standing, consistently performing products on the market.

What do you see as Power Plate’s biggest challenge?
Power Plate isn't utilised to its full capacity in the industry – if it was, the results would be there to see.

That's because the product's biggest strength is also its biggest challenge.

As a total body solution that amplifies results, Power Plate can enhance any movement by working muscles harder than if the same movement were to be performed on the ground without it.

This means it can support any training style, application or goal and allow users to prepare faster, perform better and recover quicker.

This makes the product incredibly versatile, yet also creates barriers to use.

From my years in club management, I’m aware that teams understand the concept of vibration training, but not always the application. Compounded with a persistent churn rate, training and education of staff can get left behind.

How are you overcoming this?
We're working with customers to map out where Power Plate fits with each brand and customer journey. Giving the product its place within these helps frame what each club utilises the product for and then – importantly – where it fits into their story and experience.

This leads into the education and engagement aspect – our team offers both staff and member training designed to ensure operators have the skills, knowledge and confidence required to utilise Power Plate.

The strategy is all about activation – getting as many staff and members on the product (both old and new) to experience it for themselves and learn how to get the most out of it.

Once understanding increases, we see a rise in confidence. When staff and members are comfortable on a Power Plate, we start to see adherence and then the emergence of product advocates.

That was my own experience of Power Plate. As a David Lloyd team member, I was introduced to the product many years ago and shown how I could use it for rehabilitation and ongoing maintenance of the knees after injury.

Having been told I would never play football again, Power Plate helped me overcome my injury to such an extent that I'm still playing today.

I moved my routine workout onto the plate, as well as my preparation and recovery, and the rest is history.

How can operators activate Power Plates they already have?
PTs crave to deliver added value to their sessions and members are looking for unique or different training options. This can be achieved by simply creating more of an experience around after-session recovery in a dedicated space on Power Plate.

Preparation can also be done in this way, as indeed can an entire workout.

Delivering dynamic training, variety and progression leads to results and gets more clients interested in doing something different too. This, in turn, improves retention and overall profitability.

With millennials and Gen Z making up a huge proportion of health club members, but not being familiar with Power Plate and demanding different, experience-led sessions, we've developed a specific new suite of small group training programmes.

These have been designed with a variety of demographic groups and industry trends in mind and have been developed based on research into the social, motivational and accountability drivers that determine exercise choice.

These include Burn, Strong, X and Zen programmes, with regular new content for a ready-to-roll solution.

We're seeing these small group training concepts being implemented as part of a total club or boutique solution, as well as in studios where Power Plate is the standalone product.

Where are the growth opportunities for Power Plate?
We're having success in driving member experience, as the product is such a great tool for engagement. This is key to experience and Power Plate is the perfect platform for that – either for inductions, pre- or post-workout or for entire sessions.

We're also seeing clubs move their Plates to fit into a particular journey or experience they're delivering, either as part of the main gym, or studio or within boutiques dedicated to Power Plate.

They're starting to think about how to integrate what's admittedly a specialist product into their offering to help differentiate, deliver on experience and drive retention and profitability.

Clubs are always focused on sales, and the feel of a product can really help when trying to sell to a new client. There's no better product than Power Plate to illustrate this, as it can demonstrate immediate results – a 30 second stretch is a simple but effective showcase.

We're also coming back to our scientific roots with more health and wellness applications. As these areas continue to grow, the lines between medical, rehabilitation and fitness are merging. Meeting the needs of these populations requires a new strategy not only from Power Plate but our whole industry.

TEL: +44 (0) 207 317 500

EMAIL: [email protected]

WEB: www.powerplate.com

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Iain Murray, Power Plate
Iain Murray, Power Plate
In addition to working for all age groups and fitness levels, Power Plate is going back to its scientific roots in health and wellness
In addition to working for all age groups and fitness levels, Power Plate is going back to its scientific roots in health and wellness
https://www.leisureopportunities.co.uk/images/imagesX/633993_351064.jpg
Discover the latest vision from Power Plate
Iain Murray, Power Plate,Iain Murray, Power Plate,
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Fully vaccinated people in the US no longer need to wear a face mask whether ...
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Anytime Fitness UK has revealed that April was its busiest month for new memberships since ...
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HCM understands that Fitness International, which operates more than 700 health clubs under the LA ...
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A court has given Virgin Active the green light to erase the rent arrears it ...
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The Swimming Teachers' Association (STA) has partnered with a psychologist to provide new mindfulness and ...
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promotion
The UK’s first dedicated leisure development framework has completed its first four-year term with £144m committed investment in public leisure projects.
Opinion: UK’s first leisure framework celebrates £144m investment in public leisure
Featured supplier news
Featured supplier news: Cryotherapy specialists, L&R Kältetechnik, launch new artofcryo.com division
L&R Kältetechnik has launched a new division, named artofcryo.com, after 30 years’ experience with -110 °C electrical solutions.
Featured supplier news
Featured supplier news: iFit: your readymade omnichannel fitness solution
With gyms and leisure centres in England reopened, and the rest of the UK due to shortly follow suit, the time for being theoretical is over.
Company profiles
Company profile: Core Health & Fitness
Core Health & Fitness offers the commercial health and fitness club marketplace an unmatched portfolio ...
Company profiles
Company profile: FunXtion International BV
With our digital member solutions, branded app and branded virtual classes your clients can now ...
Supplier Showcases
Supplier showcase - Funxtion
Catalogue Gallery
Click on a catalogue to view it online
Directory
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Trade associations
International SPA Association - iSPA: Trade associations
Spa software
SpaBooker: Spa software
Architects/designers
Zynk Design Consultants: Architects/designers
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Uniforms
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Lockers/interior design
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Exercise equipment
Pendex Fisio S.L.: Exercise equipment
Wearable technology solutions
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Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
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Virtual summit,
Diary dates
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
Diary dates
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Expo Centre & Riviera di Rimini, Italy
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
28-29 Sep 2021
ExCeL London, London, United Kingdom
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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