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UNITING THE WORLD OF FITNESS
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
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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
Rainer Schaller, founder of budget gym megabrand McFIT, says that the global fitness industry will ...
Latest News
The most high-risk and controversial Olympics of modern times begin today (23 July) in Tokyo, ...
Latest News
Further research into the levels of positive COVID-19 cases among those to have visited fitness ...
Latest News
Planning approval has been granted to what is set to become one of the first ...
Latest News
Digital fitness content provider, Wexer, is launching a new wellness resource on its connected Web ...
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Leisure-net has revealed plans to transform its active-net business event from an annual face-to-face gathering ...
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F45's IPO on the New York Stock Exchange (NYSE) has revealed a strong appetite from ...
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Featured supplier news
Featured supplier news: INEOS: The future of hand-sanitising
As gyms begin to reopen, cleanliness and hygiene remain an essential part of ensuring staff and members are confident to return.
Featured operator news
Featured operator news: Being active helps Parkwood Leisure customers save the NHS £16m
Parkwood Leisure, one of the UK’s leading public leisure facilities operators, helped prevent more than 7,000 cases of stroke, dementia, depression and type 2 diabetes in 2019, saving the NHS £16 million, a new social value report has shown.
Featured operator news
Featured operator news: Everyone Active generates £342m in social value
Award-winning leisure operator Everyone Active generated £342million in social value at its sites across the country in 2019/20.
Company profiles
Company profile: Everyone Active
Everyone Active operates leisure centres in partnership with local councils across the UK. Today, Everyone ...
Company profiles
Company profile: Pulse Fitness
With an award-winning portfolio of over 450 pieces of cutting-edge, premium fitness equipment, Pulse Fitness ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Fitness equipment
Precor: Fitness equipment
Skincare
Comfort Zone - Davines S.p.A: Skincare
Wearable technology solutions
MyZone: Wearable technology solutions
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Uniforms
Service Sport: Uniforms
Salt therapy products
Saltability: Salt therapy products
Spa software
SpaBooker: Spa software
Exercise equipment
Power Plate: Exercise equipment
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
13-14 Oct 2021
Online,
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
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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