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The Retention Guru
The Retention Guru
The Retention Guru
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
HCM magazine
Our road map is to manage leisure facilities, developing them into community hubs and ensuring the most in need get the most support
HCM magazine
With many older people in crisis due to the pandemic, ukactive’s head of health and wellbeing development, Kenny Butler, explains why the organisation is launching an active ageing consultation and how you can get involved
HCM magazine
Bulmershe Leisure Centre, run by Places Leisure, is providing its community with state-of-the-art fitness machines from Octane Fitness
HCM Magazine
Promotion
Wattbike has a way to quantify, track and improve physical health so we can better protect ourselves against disease
HCM Magazine
Letters
Power Plate UK's Davide Ferreira and Stuart Stokes from ReferAll write to HCM
HCM Magazine
Profile
The chair of énergie and vice chair of BMF talks to Kate Cracknell about creating an omnichannel approach that brings together indoor, outdoor, online and VR
HCM Magazine
Opinion
Steve Ward celebrates the transformational energy being unleashed in the fitness industry by the pandemic
HCM Magazine
Editor's letter
The science shows being fit mitigates against COVID-19. We’ve proven we can operate safely under the SAGE COVID-secure Framework. Time to join it up by securing essential service status
HCM Magazine
Sponsored
Ruskin Fitness Club has transformed its gym in partnership with Technogym, adding the new Excite Live line, as well as dedicated workout zones
HCM Magazine
Sponsored
Venueserve Fitness enables clubs to offer white-label content streaming to optimise capacity and member engagement
HCM Magazine
Latest News
Nick Whitcombe, the independent gym owner who refused to shut his gym during the October ...
Latest News
This year's UK government Spending Review, announced in Parliament by chancellor Rishi Sunak on 25 ...
Latest News
Up to 100k people will benefit from the free gym and physical activity sessions, thanks ...
Latest News
To the relief of the sector, the UK government confirmed yesterday (23 November) that gyms, ...
Latest News
Closing gyms and leisure facilities during any possible future lockdown would be "unthinkable", according to ...
Latest News
The University of Stirling has opened its new £20m sports and fitness centre. The building, ...
Latest News
Gyms are right near the bottom of the list in terms of places people have ...
Opinion
promotion
With January now close on the horizon your thoughts will be firmly focused on sales campaigns to attract new members through your doors in the new year rush.
Opinion: Sealing the Leaky Bucket – 7 Research-Based Tips for Retaining New Members in January 2021
Featured supplier news
Featured supplier: Funxtion collaborates with global experts on white paper exploring digital in the future of fitness
In collaboration with ukactive, FunXtion has driven a global discussion with some of the world’s leading fitness operators and influencers, exploring how digitalisation will influence the delivery of fitness services and products moving forwards.
Featured supplier news
Featured supplier: The Shredquarters partners with Physical Company to underpin expansion plans
Functional training gym, The Shredquarters, has moved into franchising, partnering with Physical Company to support its rapid growth.
Company profiles
Company profile: Crown Sports Lockers
Crown Sports Lockers has designed, crafted and fitted bespoke timber furniture for spas, hotels and ...
Company profiles
Company profile: Bungee Super Fly
We have developed our own Bungee harness and cords with CE certificate....
Supplier Showcases
Supplier showcase - Digital gym floor
Supplier Showcases
Supplier showcase - Powering through
Catalogue Gallery
Click on a catalogue to view it online
Directory
Fitness Software
FunXtion International BV: Fitness Software
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Software
Volution.fit: Software
Direct debit solutions
Harlands Group: Direct debit solutions
Design consultants
Zynk Design Consultants: Design consultants
Management software
fibodo Limited: Management software
Member feedback software
AskNicely: Member feedback software
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Exercise equipment
Technogym: Exercise equipment
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
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
03-03 Dec 2020
Virtual,
Diary dates
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
01-07 Dec 2022
tbc, Dunedin, New Zealand
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
Nick Whitcombe, the independent gym owner who refused to shut his gym during the October ...
Latest News
This year's UK government Spending Review, announced in Parliament by chancellor Rishi Sunak on 25 ...
Latest News
Up to 100k people will benefit from the free gym and physical activity sessions, thanks ...
Latest News
To the relief of the sector, the UK government confirmed yesterday (23 November) that gyms, ...
Latest News
Closing gyms and leisure facilities during any possible future lockdown would be "unthinkable", according to ...
Latest News
The University of Stirling has opened its new £20m sports and fitness centre. The building, ...
Latest News
Gyms are right near the bottom of the list in terms of places people have ...
Latest News
A new, Europe-wide initiative will look to chart the level of risk of COVID-19 infection ...
Latest News
UK Parliament will debate COVID-19 restrictions on gyms and leisure centres on Monday 23 November, ...
Latest News
The UK government has launched a £1bn Public Sector Decarbonisation Scheme (PSDS), providing grant funding ...
Opinion
promotion
With January now close on the horizon your thoughts will be firmly focused on sales campaigns to attract new members through your doors in the new year rush.
Opinion: Sealing the Leaky Bucket – 7 Research-Based Tips for Retaining New Members in January 2021
Featured supplier news
Featured supplier: Funxtion collaborates with global experts on white paper exploring digital in the future of fitness
In collaboration with ukactive, FunXtion has driven a global discussion with some of the world’s leading fitness operators and influencers, exploring how digitalisation will influence the delivery of fitness services and products moving forwards.
Featured supplier news
Featured supplier: The Shredquarters partners with Physical Company to underpin expansion plans
Functional training gym, The Shredquarters, has moved into franchising, partnering with Physical Company to support its rapid growth.
Company profiles
Company profile: Crown Sports Lockers
Crown Sports Lockers has designed, crafted and fitted bespoke timber furniture for spas, hotels and ...
Company profiles
Company profile: Bungee Super Fly
We have developed our own Bungee harness and cords with CE certificate....
Supplier Showcases
Supplier showcase - Digital gym floor
Supplier Showcases
Supplier showcase - Powering through
Catalogue Gallery
Click on a catalogue to view it online
Directory
Fitness Software
FunXtion International BV: Fitness Software
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Software
Volution.fit: Software
Direct debit solutions
Harlands Group: Direct debit solutions
Design consultants
Zynk Design Consultants: Design consultants
Management software
fibodo Limited: Management software
Member feedback software
AskNicely: Member feedback software
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Exercise equipment
Technogym: Exercise equipment
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
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
03-03 Dec 2020
Virtual,
Diary dates
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
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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The Retention Guru
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