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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Editor's letter: Monetising digital

Having made a lightening fast pivot to digital during lockdown, gym operators are now figuring out how to optimise the assets they’ve invested in – it’s time to monetise digital and find ways to create hybrid models

Published in Fit Tech 2020 issue 2
Digital gives operators deep insight into customer behaviour / Microgen /Shutterstock
Digital gives operators deep insight into customer behaviour / Microgen /Shutterstock
Consumers will pay more for digital classes in which they’re inspired to work out harder

Fit tech saved many gym and health club businesses during lockdown, by keeping operators engaged with members and members engaged with exercise.

Now the challenge is figuring out how to shape digital going forward – whether to walk away and refocus on the bricks and mortar business or to continue to invest and fully integrate digital into the business model.

The opportunity is turning into a major land grab and it seems all suppliers that can engineer a digital bolt-on to their base business are doing so, from aggregators to management software companies and from equipment suppliers and consumer electronics giants to content providers.

One thing is certain – operators have a wealth of options – the bottom line is how much consumers are prepared to pay.

Recent research in the UK by mystery shopping specialist, Proinsight, found a direct correlation between the mystery shopper score of online workouts, the intensity of the class and the amount consumers would be prepared to pay for it.

Deploying mystery shoppers wearing Myzone belts, Proinsight assessed a wide range of online classes by measuring three key metrics; heart rate, calories used and intensity (measured in MEPs or Myzone Effort Points – a measure of output).

The classes that scored best had an average intensity of 198 MEPs per hour, while those that were least popular had an intensity of only 142 MEPs per hour, indicating that some consumers value classes more when they are inspired to work harder.

Average heart rate increases and calories burned also correlated with mystery shopper scores, with those in the top quartile being +16 bpm and +161 calories burned.

Importantly, Proinsight found people are prepared to pay more for highly valued classes. The average that mystery shoppers were willing to pay for the content was £15/month, while for classes in the top quartile, they were (on average) willing to pay £4.73 more than those in the bottom quartile.

As businesses develop hybrid offerings, consumer insight such as this is vital to guide investment decisions, with a huge need for it to be hyper-local and calibrated for age, wealth, class type and fitness levels.

Digital also gives deep insights into what consumers want, guiding overall direction.

Liz Terry, editor, Fit Tech
[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/2020/358239_785221.jpg
Fit Tech editor Liz Terry says gyms must work out how to optimise their new digital offerings going forward
Liz Terry,digital, gyms, hybrid models
HCM magazine
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Supplier Showcases
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Catalogue Gallery
Click on a catalogue to view it online
Directory
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Safe Space Lockers Ltd: Lockers/interior design
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SpaBooker: Spa software
Skincare
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Whole body cryotherapy
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Property & Tenders
Bilborough, Nottingham
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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

Editor's letter: Monetising digital

Having made a lightening fast pivot to digital during lockdown, gym operators are now figuring out how to optimise the assets they’ve invested in – it’s time to monetise digital and find ways to create hybrid models

Published in Fit Tech 2020 issue 2
Digital gives operators deep insight into customer behaviour / Microgen /Shutterstock
Digital gives operators deep insight into customer behaviour / Microgen /Shutterstock
Consumers will pay more for digital classes in which they’re inspired to work out harder

Fit tech saved many gym and health club businesses during lockdown, by keeping operators engaged with members and members engaged with exercise.

Now the challenge is figuring out how to shape digital going forward – whether to walk away and refocus on the bricks and mortar business or to continue to invest and fully integrate digital into the business model.

The opportunity is turning into a major land grab and it seems all suppliers that can engineer a digital bolt-on to their base business are doing so, from aggregators to management software companies and from equipment suppliers and consumer electronics giants to content providers.

One thing is certain – operators have a wealth of options – the bottom line is how much consumers are prepared to pay.

Recent research in the UK by mystery shopping specialist, Proinsight, found a direct correlation between the mystery shopper score of online workouts, the intensity of the class and the amount consumers would be prepared to pay for it.

Deploying mystery shoppers wearing Myzone belts, Proinsight assessed a wide range of online classes by measuring three key metrics; heart rate, calories used and intensity (measured in MEPs or Myzone Effort Points – a measure of output).

The classes that scored best had an average intensity of 198 MEPs per hour, while those that were least popular had an intensity of only 142 MEPs per hour, indicating that some consumers value classes more when they are inspired to work harder.

Average heart rate increases and calories burned also correlated with mystery shopper scores, with those in the top quartile being +16 bpm and +161 calories burned.

Importantly, Proinsight found people are prepared to pay more for highly valued classes. The average that mystery shoppers were willing to pay for the content was £15/month, while for classes in the top quartile, they were (on average) willing to pay £4.73 more than those in the bottom quartile.

As businesses develop hybrid offerings, consumer insight such as this is vital to guide investment decisions, with a huge need for it to be hyper-local and calibrated for age, wealth, class type and fitness levels.

Digital also gives deep insights into what consumers want, guiding overall direction.

Liz Terry, editor, Fit Tech
[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/2020/358239_785221.jpg
Fit Tech editor Liz Terry says gyms must work out how to optimise their new digital offerings going forward
Liz Terry,digital, gyms, hybrid models
Latest News
Hybrid fitness platform FitLab has closed its Series A financing, bringing total capital raised to ...
Latest News
Boutique chain Trib3 will become one of the first fitness operators to establish a presence ...
Latest News
At-home fitness brand NordicTrack from iFIT has launched what it says are the first voice-controlled, ...
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 ...
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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 ...
Featured supplier news
Featured supplier news: Orbit4: 2022 is going to be extraordinary, are you ready for it?
No two gyms are the same, but making the most of AI and digital transformation will be key to getting your business ahead in 2022, according to CEO of Orbit4 Daniel Jones.
Featured supplier news
Featured supplier news: Focus on health to attract and retain new members in 2022
The ‘health seeker’ is a term being used a lot within fitness right now, as recent surveys have shown.
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.
Company profiles
Company profile: ServiceSport (UK) Ltd
ServiceSport (UK) Ltd specialises in maintaining, servicing and re-manufacturing all brands of cardiovascular and resistance ...
Company profiles
Company profile: Technogym UK Ltd
Technogym offers a complete ecosystem of connected smart equipment, digital services, on-demand training experiences and ...
Supplier Showcases
Supplier showcase - Tanita: Engaging insights
Catalogue Gallery
Click on a catalogue to view it online
Directory
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Spa software
SpaBooker: Spa software
Skincare
Sothys: Skincare
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
trade associations
International SPA Association - iSPA: trade associations
Architects/designers
Zynk Design Consultants: Architects/designers
Management software
Premier Software Solutions: Management software
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Salt therapy products
Himalayan Source: Salt therapy products
On demand
Fitness On Demand: On demand
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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