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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Letters: Write to reply

Fuel the debate about issues and opportunities across the industry. We’d love to hear from you – [email protected]

Published in Health Club Management 2021 issue 11
Club Nova (above) and X20 are both delivering growing returns / photo: Denbighshire Leisure
Club Nova (above) and X20 are both delivering growing returns / photo: Denbighshire Leisure
Do what you can to give people exceptional, memorable experiences that support their health

As an industry, the pandemic has made us reconsider whether we’re truly driven by customer needs. We should celebrate this unprecedented opportunity to innovate the quality of our offers as it could play a huge part in creating a more meaningful industry – if we embrace it.

The pandemic has forced us all out of its habit of building offers driven by products and supply chain. I think we can all agree this was an outdated practice and certainly one that didn’t serve our customers.

Consumer habits and values have changed. We need to create experiences that reflect what people really want from their leisure providers. And we must show members that everyone in the business has bought into these efforts.

We’ve made a conscious shift from just showing up as a leisure provider to being a true partner for people’s health and wellbeing. A massive amount of our marketing team’s time is now focused on giving value and checking in with members – all the softer stuff we as an industry perhaps neglected before the pandemic.

And by making sure our staff were looked after right through the crisis, we gave members a familiar and highly-motivated workforce to come back to.

We’re anticipating being back at pre-COVID levels of membership by January 2022, but there are more important things than the numbers – it’s about developing industry-leading experiences.

We found that going the extra mile reaps rewards. This can be seen at our Club Nova and X20 sites which are giving us the biggest membership growth and from the results of investing in our restaurants and cafés – including setting up partnerships with Costa and other brands – which has created the fastest-growing revenue stream in the company.

Our members are highly engaged and have confidence in our promise to them. We achieve this by making a big commitment to them and to our staff and our messaging.

I appreciate that every operator’s situation is different, but I stand by my belief that this is an exciting opportunity to shift focus and become more customer-led.

We all have the ability to listen to customers and to have those conversations at various touchpoints, to gather better data through social media and online activity.

We can all put efforts into understanding what the public truly want now from fitness and leisure providers. It’s on us to set aside our assumptions and old ways of doing things, and to create offers that meet people where they are now.

For example, outdoor cycling has had a huge spike in interest in our local area, so we invested in creating an exceptional indoor group cycle experience with Technogym Bike, to cater for cyclists over the winter. We’ve also seen a big uptake in indoor cardio, and we’ll be remodelling our gyms to make more provision for strength training and functional kit. And we knew lots of our members had got a bit nervous about going “out out”, so we invested in Clubbercise – lots of these things we wouldn’t have predicted two years ago!

The world has changed, and we need to evolve. It starts by listening and understanding, then doing what you can to give people exceptional, memorable experiences that support their health.

photo: Denbighshire Leisure

Jamie Groves Denbighshire Leisure

https://www.leisureopportunities.co.uk/images/2021/65188_346151.jpg
Denbighshire Leisure’s Jamie Groves challenges the industry to reboot and work to elevate the member experience
HCM magazine
RSG Group has opened Heimat, a members-only concept fitness club and a new way to ‘work out and live well’, as Liz Terry reports
HCM magazine
Martyn Allison reviews a recent National Audit Office report into grassroots participation in physical activity in the UK
HCM magazine
From VR to personalisation, here’s what we can expect to see in wellness in the coming months, says Lauren McAlister
HCM Magazine
Sponsored
BXR is one of the most exciting brands in the fitness industry. Co-founder Alex Nicholl gives us a glimpse behind the scenes
HCM Magazine
Strength
Creators of strength-training kit have their finger on the pulse when it comes to delivering on consumer engagement. Frances Marcellin asks them to highlight emerging trends
HCM Magazine
Research
Doing the recommended amount of exercise during weekends is just as beneficial as spreading physical activity out across the week, a new study has found
HCM Magazine
Letters
Fuel the debate about issues and opportunities across the industry. We’d love to hear from you.
HCM Magazine
Active ageing
Colin Milner, CEO of the International Council on Active Aging explains the latest research into opportunities in the active-ageing sector
HCM Magazine
Research
Do people get fitter working out in the gym or at home? Researcher Bryce Hastings explains the evidence when it comes to how they measure up
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Policy
UK Active’s Alex Lucas explains the findings of a new report which shows how the fitness and leisure sector can help transform workforce activity levels in the new hybrid workplace
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Latest News
World Gym International has launched a strength-only gym concept, which it says will cater for ...
Latest News
A new open water swimming venue will has been launched in the heart of Canary ...
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Peter Roberts, former CEO and founder of Pure Gym, has invested in Another Round, a ...
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Fitness markets around the globe are demonstrating "reassuring signs of recovery" following the pandemic disruptions ...
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Featured supplier news
Featured supplier news: EGYM announces integration with software provider Fisikal
EGYM has announced an integration with a leading UK-based software company Fisikal to enhance its capabilities to serve the needs of enterprise customers running multi-site operations.
Featured supplier news
Featured supplier news: Good news for the fitness industry, a unique opportunity awaits gyms
In just over two years, the fitness industry has experienced major disruptions to gyms, a boom in at-home fitness and the return of in-person workouts.
Featured operator news
Featured operator news: New £42m Moorways Sports Village to open on 21 May
Everyone Active will open Moorways Sports Village to the public on Saturday 21 May with a grand opening weekend – in time for the half term holidays.
Featured operator news
Featured operator news: Parkwood Leisure celebrates four award wins and named Outstanding Organisation of the Year at the 2022 ukactive Awards
It was a night to remember at the 2022 ukactive Awards for Parkwood Leisure, as the leisure facilities operator picked up four awards.
Video Gallery
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Sport Alliance GmbH
Company profiles
Company profile: We Work Well Inc
We Work Well is a global premier hosted buyer event company, connecting high-level executives from ...
Company profiles
Company profile: Premier Software Solutions Ltd
Premier Software was founded in 1994 and is a privately-owned UK-based company with Mark Johnson ...
Supplier Showcases
Supplier showcase - Matrix Fitness: Rugby elite
Catalogue Gallery
Click on a catalogue to view it online
Featured press releases
Featured press releases: Myzone named official event delivery partner to NFG FitGames London
Myzone is proud to announce its position as official event delivery partner to NFG FitGames London, taking place 25-26 June, 2022.
Featured press releases
Featured press releases: ANGUSalive to bring new PT provision to its sports centres
The charitable trust, ANGUSalive, which provides culture, sport and leisure services for the county of Angus, has partnered with YOUR Personal Training to bring a new PT provision across seven of its leisure sites in Scotland.
Directory
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
On demand
Fitness On Demand: On demand
Salt therapy products
Himalayan Source: Salt therapy products
Architects/designers
Zynk Design Consultants: Architects/designers
Fitness equipment
A Panatta Sport Srl: Fitness equipment
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Management software
Premier Software Solutions: Management software
Spa software
SpaBooker: Spa software
Skincare
Sothys: Skincare
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
Property & Tenders
Diary dates
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
Diary dates
21-21 Sep 2022
Various, London, United Kingdom
Diary dates
25-28 Oct 2022
Messe Stuttgart, Germany
Diary dates
25-28 Oct 2022
Ibiza, Ibiza, Spain
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
17-18 Mar 2023
Tobacco Dock, London, United Kingdom
Diary dates

features

Letters: Write to reply

Fuel the debate about issues and opportunities across the industry. We’d love to hear from you – [email protected]

Published in Health Club Management 2021 issue 11
Club Nova (above) and X20 are both delivering growing returns / photo: Denbighshire Leisure
Club Nova (above) and X20 are both delivering growing returns / photo: Denbighshire Leisure
Do what you can to give people exceptional, memorable experiences that support their health

As an industry, the pandemic has made us reconsider whether we’re truly driven by customer needs. We should celebrate this unprecedented opportunity to innovate the quality of our offers as it could play a huge part in creating a more meaningful industry – if we embrace it.

The pandemic has forced us all out of its habit of building offers driven by products and supply chain. I think we can all agree this was an outdated practice and certainly one that didn’t serve our customers.

Consumer habits and values have changed. We need to create experiences that reflect what people really want from their leisure providers. And we must show members that everyone in the business has bought into these efforts.

We’ve made a conscious shift from just showing up as a leisure provider to being a true partner for people’s health and wellbeing. A massive amount of our marketing team’s time is now focused on giving value and checking in with members – all the softer stuff we as an industry perhaps neglected before the pandemic.

And by making sure our staff were looked after right through the crisis, we gave members a familiar and highly-motivated workforce to come back to.

We’re anticipating being back at pre-COVID levels of membership by January 2022, but there are more important things than the numbers – it’s about developing industry-leading experiences.

We found that going the extra mile reaps rewards. This can be seen at our Club Nova and X20 sites which are giving us the biggest membership growth and from the results of investing in our restaurants and cafés – including setting up partnerships with Costa and other brands – which has created the fastest-growing revenue stream in the company.

Our members are highly engaged and have confidence in our promise to them. We achieve this by making a big commitment to them and to our staff and our messaging.

I appreciate that every operator’s situation is different, but I stand by my belief that this is an exciting opportunity to shift focus and become more customer-led.

We all have the ability to listen to customers and to have those conversations at various touchpoints, to gather better data through social media and online activity.

We can all put efforts into understanding what the public truly want now from fitness and leisure providers. It’s on us to set aside our assumptions and old ways of doing things, and to create offers that meet people where they are now.

For example, outdoor cycling has had a huge spike in interest in our local area, so we invested in creating an exceptional indoor group cycle experience with Technogym Bike, to cater for cyclists over the winter. We’ve also seen a big uptake in indoor cardio, and we’ll be remodelling our gyms to make more provision for strength training and functional kit. And we knew lots of our members had got a bit nervous about going “out out”, so we invested in Clubbercise – lots of these things we wouldn’t have predicted two years ago!

The world has changed, and we need to evolve. It starts by listening and understanding, then doing what you can to give people exceptional, memorable experiences that support their health.

photo: Denbighshire Leisure

Jamie Groves Denbighshire Leisure

https://www.leisureopportunities.co.uk/images/2021/65188_346151.jpg
Denbighshire Leisure’s Jamie Groves challenges the industry to reboot and work to elevate the member experience
Latest News
World Gym International has launched a strength-only gym concept, which it says will cater for ...
Latest News
A new open water swimming venue will has been launched in the heart of Canary ...
Latest News
Peter Roberts, former CEO and founder of Pure Gym, has invested in Another Round, a ...
Latest News
Fitness markets around the globe are demonstrating "reassuring signs of recovery" following the pandemic disruptions ...
Latest News
Mark Sesnan, CEO of GLL, has pushed back on Tower Hamlet Council’s decision to take ...
Latest News
Ohm Fitness, a new franchised studio concept, has opened its first location in Scottsdale, Arizona. ...
Latest News
Easton Leisure Centre in the UK has announced a 100 per cent reduction in heating ...
Latest News
The Gym Group saw its membership grow by 10 per cent during the first six ...
Latest News
Mindbody has announced that Fritz Lanman will become the company’s new CEO from 3 September ...
Latest News
Parkour Generations has joined forces with Gymbox to bring parkour into the UK’s mainstream fitness ...
Latest News
Amazon has acquired primary healthcare organisation One Medical in a US$3.9bn deal that will see ...
Featured supplier news
Featured supplier news: EGYM announces integration with software provider Fisikal
EGYM has announced an integration with a leading UK-based software company Fisikal to enhance its capabilities to serve the needs of enterprise customers running multi-site operations.
Featured supplier news
Featured supplier news: Good news for the fitness industry, a unique opportunity awaits gyms
In just over two years, the fitness industry has experienced major disruptions to gyms, a boom in at-home fitness and the return of in-person workouts.
Featured operator news
Featured operator news: New £42m Moorways Sports Village to open on 21 May
Everyone Active will open Moorways Sports Village to the public on Saturday 21 May with a grand opening weekend – in time for the half term holidays.
Featured operator news
Featured operator news: Parkwood Leisure celebrates four award wins and named Outstanding Organisation of the Year at the 2022 ukactive Awards
It was a night to remember at the 2022 ukactive Awards for Parkwood Leisure, as the leisure facilities operator picked up four awards.
Video Gallery
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Sport Alliance GmbH
Company profiles
Company profile: We Work Well Inc
We Work Well is a global premier hosted buyer event company, connecting high-level executives from ...
Company profiles
Company profile: Premier Software Solutions Ltd
Premier Software was founded in 1994 and is a privately-owned UK-based company with Mark Johnson ...
Supplier Showcases
Supplier showcase - Matrix Fitness: Rugby elite
Catalogue Gallery
Click on a catalogue to view it online
Featured press releases
Featured press releases: Myzone named official event delivery partner to NFG FitGames London
Myzone is proud to announce its position as official event delivery partner to NFG FitGames London, taking place 25-26 June, 2022.
Featured press releases
Featured press releases: ANGUSalive to bring new PT provision to its sports centres
The charitable trust, ANGUSalive, which provides culture, sport and leisure services for the county of Angus, has partnered with YOUR Personal Training to bring a new PT provision across seven of its leisure sites in Scotland.
Directory
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
On demand
Fitness On Demand: On demand
Salt therapy products
Himalayan Source: Salt therapy products
Architects/designers
Zynk Design Consultants: Architects/designers
Fitness equipment
A Panatta Sport Srl: Fitness equipment
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Management software
Premier Software Solutions: Management software
Spa software
SpaBooker: Spa software
Skincare
Sothys: Skincare
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
Property & Tenders
Diary dates
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
Diary dates
21-21 Sep 2022
Various, London, United Kingdom
Diary dates
25-28 Oct 2022
Messe Stuttgart, Germany
Diary dates
25-28 Oct 2022
Ibiza, Ibiza, Spain
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
17-18 Mar 2023
Tobacco Dock, London, United Kingdom
Diary dates
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