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Health Club Management

Health Club Management

features

Opinion: Engage and retain

Myzone’s Tamara Bailey says finding a way through the coronavirus crisis will mean taking an honest look at how successful your member engagement really is

Published in Health Club Management 2020 issue 4
Some operators are fantastic examples of commitment to member engagement
Some operators are fantastic examples of commitment to member engagement
The best time to plant a tree was 20 years ago; the second best time is now

Most of my career in the industry has been spent focused on the challenge of retention and strategies to improve it, either as an operator or as a consultant and supplier of retention tools.

Throughout that time, I’ve seen operators fall into four categories:

Denial
While some operators have a handle on member engagement, anyone who says “we don’t have a retention problem” has always been a red flag to me. It’s usually quantified by “we get great customer satisfaction scores” (not a measure of retention), “our attrition is low” (not a measure of retention) and “we make great sales” (not………you see where I’m going!)

Silver bullet hunters
Those who accept they need to improve retention but think a single step/tool/change will bring about immediate results. That isn’t how retention works.

Best intentions
Most operators fall into this category. They know retention is critical, that they need to improve and that it will take time and the creation of a strategy they are willing to work on. Unfortunately the urgent overtakes the important and it slips down the priority list to end up on the back-burner.

Doing it
There are some clubs and operators who are fantastic examples of commitment to member engagement, who have teams driven by their central purpose and who live and breathe it daily because it’s who they are.

I don’t know where you believe yourself and your organisation were sitting up to 20 March 2020 but I highly recommend you ask yourself the question and be honest with the answer, because you will have noticed that shit just got real!

In a matter of weeks we went from the New Year influx of new members and implementing our 2020 plans to having to consider exactly how we could keep our business and our teams afloat.

The reality is, the coming weeks and months are going to be extremely challenging for us all and, if you didn’t have a real and effective strategy to stay connected to your members before the 20 March forced closure, there’s a real risk to the future.

However, as a good friend and ex-colleague once quoted to me, “the best time to plant a tree was 20 years ago; the second best time is now”.

The real opportunity here is the chance to use the closure time to focus on the business rather than just working in it. It’s unlikely we’ll ever be given this chance again, so we need to act and act fast and be aware of the facts:

There is demand
The European Fitness Market has grown by 3.7 per cent in the last four years and was worth €28 billion in revenue in 2019, according to the Deloitte European Market Report.

€4.9bn of this was attributed to the UK, making it the second largest region for growth of revenue and member penetration.

Tech is the future
According to market experts, two of the top three trends for growth were apps and wearables (the other being indoor cycling). These are the future of fitness.
People want to exercise on their own terms

Fitness aggregators are growing, allowing people to have more choice about where and how they exercise and potentially removing the connection between member and club.

The only certainty is change
Whatever happens, when we finally open the doors, nothing will be the same.
So what now? We have an opportunity to shape our fitness offering and turn the challenge into something positive.

Be honest about your situation
Consider how connected you are to your members – you need to acknowledge your starting point and recognise both the gaps you need to fill and any good strategies that are in place already.

Acknowledge the ‘new normal’. When we reopen our facilities we can’t expect to operate as we did before, and maybe that’s not a bad thing.

For a long time, we’ve been trying to force people to exercise a certain way. If nothing else, the last few weeks have shown us the potential of meeting people where they are and enabling them to exercise on their own terms.

Embrace Digital
Over the last few years the growth of digital has been well documented, but not well adopted. All this has changed in just a few weeks.

Build a virtual strategy, use apps and devices that build membership value.
Remote PT, programming and advice, at-home workouts and live streaming won’t just be for lockdown – smart operators will make them part of their offering going forward.

Member retention has always been about building connection, habit and value, that won’t change, but how we do it must. It can open the door to people who can’t – or choose not to – come into our clubs.

Map strategies to your purpose
Simon Sinek’s Golden Circle remains relevant and is a fundamental key to success. If you know the ‘why?’ of your club or organisation, the ‘how?’ and ‘what?’ become clear and align all departments and messages.

This doesn’t mean facilities will be obsolete. People will always crave face to face experience – maybe now more than ever – and will continue to want to attend classes with their favourite rock star instructors.

There will still be value in the one-to-one support from trainers and a desire to take part in gym floor workouts, but by creating a more holistic experience, allowing people to exercise when, where and how they want, we not only improve the chances of them building and maintaining habits, we also potentially start to draw in a wider population of exercisers and increase member penetration and revenue streams.

The challenge ahead is real, but so is the opportunity.

Tamara Bailey is group account manager, UK, at Myzone. @tamarab44

Wearables and apps are two of the top three fitness trends
Wearables and apps are two of the top three fitness trends
http://www.leisureopportunities.com/images/2020/142411_427510.jpg
Finding a way through the coronavirus crisis will mean taking an honest look at your member engagement strategies, says Tamara Bailey
Tamara Bailey, Myzone,member engagement, member retention, health club, gym
People
Kate Cracknell talks connected health and digital transformation with Chris Blackwell-Frost, Martin Friend and Rick Crawford from Nuffield Health’s senior management team
People
HCM people

Dr Jonathan Leary

Remedy Place, West Hollywood: Founder and CEO
Remedy Place teaches people how to take care of themselves and gives them the tools they need to be holistically healthy
People
HCM people

Professor Zhen Yan

director of the Center for Skeletal Muscle Research, University of Virginia
Regular exercise may help people survive COVID-19
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Insight
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Supplier showcase
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Premier Global NASM has restructured its education offering to create new career pathways to help personal trainers and individuals entering the sector navigate their way to career success. Dan Rees explains the rationale
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Promotional feature
Reaching members anywhere and anytime to connect, engage and coach is more important than ever and can easily be activated through Technogym Mywellness
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feature
Matrix Connected Solutions helps Roko deliver a digital member experience beyond the four walls of the clubs
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Coronavirus
As the sector looks into the void of the COVID-19 lockdown and its aftermath, Duncan Wood-Allum presents a blueprint for a positive future
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Functional training
It’s easy to get stuck in a functional rut, relying on the same old burpees and ball slams. We ask for inspiration on how to put the fun back into functional training
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Latest News
PureGym has become the latest fitness operator to deploy a digital offering in a bid ...
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A new report has revealed the likely timescales and shape of the UK fitness market's ...
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There has been a "surge in appreciation" of exercise during lockdown, with people turning to ...
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Gyms and health clubs in Dubai, UAE, have begun reopening their doors today (27 May) ...
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HCM understands that the directors of énergie Fitness have brought in specialist company FRP Advisory ...
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Planning approval has been granted for a new David Lloyd Club in Bicester, Oxfordshire. The ...
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Job search
POST YOUR JOB
Opinion
promotion
The activity industry finds itself in a position of considerable threat. Two-thirds of the world’s gyms are closed – that’s 230 million members unable to attend a fitness facility, according to data platform fitNdata.
Opinion: Ensuring members return after lockdown
Opinion
promotion
Elon Musk has plans to conquer Mars and these days the meat on your hamburger can be grown in a lab - so why are so many fitness businesses still using papers and pens to create workouts for their members?
Opinion: How the current pandemic may be helping the fitness industry to innovate
Featured supplier news
Featured supplier: myFitApp launches branded live-streaming as part of its COVID-19 support package
Innovatise, the company behind myFitApp, has announced the immediate availability of its customer- branded live-streaming solution.
Featured supplier news
Featured supplier: What’s your Covid-19 exit strategy? How will you use this time to relaunch your business to thrive, not just survive
There is no escaping the fact that we are operating in extraordinary times. Our physical health clubs, gyms and studios are closed and we’re trying to keep our membership engaged, fit and healthy via online and digital training.
Video Gallery
How to use the MZ-Bodyscan
MyZone
The Best Product for the Best Clubs Read more
More videos:
Company profiles
Company profile: MiE FitQuest
FitQuest (MiE Medical Research) are specialists in the field of human performance measurement. We have ...
Company profiles
Company profile: Precor
For more than 35 years, Precor has driven fitness forward. We continue that heritage every ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Exercise equipment
Technogym: Exercise equipment
Spa software
SpaBooker: Spa software
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Design consultants
Zynk Design Consultants: Design consultants
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Fitness equipment
TRX Training: Fitness equipment
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Direct debit solutions
Harlands Group: Direct debit solutions
Skincare
Sothys: Skincare
Property & Tenders
Greywell, Hampshire
Barnsgrove Health and Wellness Club
Property & Tenders
Derby City Council
Property & Tenders
Diary dates
04 Jun 2020
Marriott Forest of Arden Hotel & Country Club, Birmingham, United Kingdom
Diary dates
13 Jun 2020
Worldwide, Various,
Diary dates
06-07 Jul 2020
Eastwood Hall, Nottingham, United Kingdom
Diary dates
28-31 Aug 2020
Expo Centre & Riviera di Rimini, Italy
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
11-12 Oct 2020
ExCeL London, London, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
27-30 Oct 2020
Messe Stuttgart, Germany
Diary dates
30-31 Oct 2020
NEC, Birmingham, United Kingdom
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates

features

Opinion: Engage and retain

Myzone’s Tamara Bailey says finding a way through the coronavirus crisis will mean taking an honest look at how successful your member engagement really is

Published in Health Club Management 2020 issue 4
Some operators are fantastic examples of commitment to member engagement
Some operators are fantastic examples of commitment to member engagement
The best time to plant a tree was 20 years ago; the second best time is now

Most of my career in the industry has been spent focused on the challenge of retention and strategies to improve it, either as an operator or as a consultant and supplier of retention tools.

Throughout that time, I’ve seen operators fall into four categories:

Denial
While some operators have a handle on member engagement, anyone who says “we don’t have a retention problem” has always been a red flag to me. It’s usually quantified by “we get great customer satisfaction scores” (not a measure of retention), “our attrition is low” (not a measure of retention) and “we make great sales” (not………you see where I’m going!)

Silver bullet hunters
Those who accept they need to improve retention but think a single step/tool/change will bring about immediate results. That isn’t how retention works.

Best intentions
Most operators fall into this category. They know retention is critical, that they need to improve and that it will take time and the creation of a strategy they are willing to work on. Unfortunately the urgent overtakes the important and it slips down the priority list to end up on the back-burner.

Doing it
There are some clubs and operators who are fantastic examples of commitment to member engagement, who have teams driven by their central purpose and who live and breathe it daily because it’s who they are.

I don’t know where you believe yourself and your organisation were sitting up to 20 March 2020 but I highly recommend you ask yourself the question and be honest with the answer, because you will have noticed that shit just got real!

In a matter of weeks we went from the New Year influx of new members and implementing our 2020 plans to having to consider exactly how we could keep our business and our teams afloat.

The reality is, the coming weeks and months are going to be extremely challenging for us all and, if you didn’t have a real and effective strategy to stay connected to your members before the 20 March forced closure, there’s a real risk to the future.

However, as a good friend and ex-colleague once quoted to me, “the best time to plant a tree was 20 years ago; the second best time is now”.

The real opportunity here is the chance to use the closure time to focus on the business rather than just working in it. It’s unlikely we’ll ever be given this chance again, so we need to act and act fast and be aware of the facts:

There is demand
The European Fitness Market has grown by 3.7 per cent in the last four years and was worth €28 billion in revenue in 2019, according to the Deloitte European Market Report.

€4.9bn of this was attributed to the UK, making it the second largest region for growth of revenue and member penetration.

Tech is the future
According to market experts, two of the top three trends for growth were apps and wearables (the other being indoor cycling). These are the future of fitness.
People want to exercise on their own terms

Fitness aggregators are growing, allowing people to have more choice about where and how they exercise and potentially removing the connection between member and club.

The only certainty is change
Whatever happens, when we finally open the doors, nothing will be the same.
So what now? We have an opportunity to shape our fitness offering and turn the challenge into something positive.

Be honest about your situation
Consider how connected you are to your members – you need to acknowledge your starting point and recognise both the gaps you need to fill and any good strategies that are in place already.

Acknowledge the ‘new normal’. When we reopen our facilities we can’t expect to operate as we did before, and maybe that’s not a bad thing.

For a long time, we’ve been trying to force people to exercise a certain way. If nothing else, the last few weeks have shown us the potential of meeting people where they are and enabling them to exercise on their own terms.

Embrace Digital
Over the last few years the growth of digital has been well documented, but not well adopted. All this has changed in just a few weeks.

Build a virtual strategy, use apps and devices that build membership value.
Remote PT, programming and advice, at-home workouts and live streaming won’t just be for lockdown – smart operators will make them part of their offering going forward.

Member retention has always been about building connection, habit and value, that won’t change, but how we do it must. It can open the door to people who can’t – or choose not to – come into our clubs.

Map strategies to your purpose
Simon Sinek’s Golden Circle remains relevant and is a fundamental key to success. If you know the ‘why?’ of your club or organisation, the ‘how?’ and ‘what?’ become clear and align all departments and messages.

This doesn’t mean facilities will be obsolete. People will always crave face to face experience – maybe now more than ever – and will continue to want to attend classes with their favourite rock star instructors.

There will still be value in the one-to-one support from trainers and a desire to take part in gym floor workouts, but by creating a more holistic experience, allowing people to exercise when, where and how they want, we not only improve the chances of them building and maintaining habits, we also potentially start to draw in a wider population of exercisers and increase member penetration and revenue streams.

The challenge ahead is real, but so is the opportunity.

Tamara Bailey is group account manager, UK, at Myzone. @tamarab44

Wearables and apps are two of the top three fitness trends
Wearables and apps are two of the top three fitness trends
http://www.leisureopportunities.com/images/2020/142411_427510.jpg
Finding a way through the coronavirus crisis will mean taking an honest look at your member engagement strategies, says Tamara Bailey
Tamara Bailey, Myzone,member engagement, member retention, health club, gym
Latest News
PureGym has become the latest fitness operator to deploy a digital offering in a bid ...
Latest News
A new report has revealed the likely timescales and shape of the UK fitness market's ...
Latest News
There has been a "surge in appreciation" of exercise during lockdown, with people turning to ...
Latest News
Gyms and health clubs in Dubai, UAE, have begun reopening their doors today (27 May) ...
Latest News
HCM understands that the directors of énergie Fitness have brought in specialist company FRP Advisory ...
Latest News
Planning approval has been granted for a new David Lloyd Club in Bicester, Oxfordshire. The ...
Latest News
Aerobic exercise boosts blood flow into two key regions of the brain associated with memory, ...
Latest News
Gympass has launched a new digital platform as a response to the increase in demand ...
Latest News
Austrian medical health and wellness operator, Lanserhof, has launched a programme for people who’ve had ...
Latest News
HCM can report that Europe Active's annual thought-leader conference, the European Health and Fitness Forum ...
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The number of people signing up for memberships at Planet Fitness has been at 2019 ...
Job search
POST YOUR JOB
Opinion
promotion
The activity industry finds itself in a position of considerable threat. Two-thirds of the world’s gyms are closed – that’s 230 million members unable to attend a fitness facility, according to data platform fitNdata.
Opinion: Ensuring members return after lockdown
Opinion
promotion
Elon Musk has plans to conquer Mars and these days the meat on your hamburger can be grown in a lab - so why are so many fitness businesses still using papers and pens to create workouts for their members?
Opinion: How the current pandemic may be helping the fitness industry to innovate
Featured supplier news
Featured supplier: myFitApp launches branded live-streaming as part of its COVID-19 support package
Innovatise, the company behind myFitApp, has announced the immediate availability of its customer- branded live-streaming solution.
Featured supplier news
Featured supplier: What’s your Covid-19 exit strategy? How will you use this time to relaunch your business to thrive, not just survive
There is no escaping the fact that we are operating in extraordinary times. Our physical health clubs, gyms and studios are closed and we’re trying to keep our membership engaged, fit and healthy via online and digital training.
Video Gallery
How to use the MZ-Bodyscan
MyZone
The Best Product for the Best Clubs Read more
More videos:
Company profiles
Company profile: MiE FitQuest
FitQuest (MiE Medical Research) are specialists in the field of human performance measurement. We have ...
Company profiles
Company profile: Precor
For more than 35 years, Precor has driven fitness forward. We continue that heritage every ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Exercise equipment
Technogym: Exercise equipment
Spa software
SpaBooker: Spa software
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Design consultants
Zynk Design Consultants: Design consultants
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Fitness equipment
TRX Training: Fitness equipment
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Direct debit solutions
Harlands Group: Direct debit solutions
Skincare
Sothys: Skincare
Property & Tenders
Greywell, Hampshire
Barnsgrove Health and Wellness Club
Property & Tenders
Derby City Council
Property & Tenders
Diary dates
04 Jun 2020
Marriott Forest of Arden Hotel & Country Club, Birmingham, United Kingdom
Diary dates
13 Jun 2020
Worldwide, Various,
Diary dates
06-07 Jul 2020
Eastwood Hall, Nottingham, United Kingdom
Diary dates
28-31 Aug 2020
Expo Centre & Riviera di Rimini, Italy
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
11-12 Oct 2020
ExCeL London, London, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
27-30 Oct 2020
Messe Stuttgart, Germany
Diary dates
30-31 Oct 2020
NEC, Birmingham, United Kingdom
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
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