MyZone
MyZone
MyZone
Health Club Management

Health Club Management

Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn Follow Health Club Management on Instagram
UNITING THE WORLD OF FITNESS
Get the latest news, jobs and features in your inbox
Health Club Management

Health Club Management

features

HCM People: Andrew GrillPractical Futurist

Your marketing department will have to start writing ad copy for robots, not for humans. These digital agents will be gatekeepers, a bit like a PA. It’s already happening, so get ahead and start using it

Published in Health Club Management 2019 issue 8
Digital agents will take over the mundane, replicable chores of life, says Grill
Digital agents will take over the mundane, replicable chores of life, says Grill

Practical Futurist Andrew Grill spoke at Technogym’s 2019 Digital Transformation Event recently.

He shares insights with HCM
everyone in this industry wants to improve things for the consumer,” says Andrew Grill. “I’d like you to consider three benefits to embracing digital: efficiency, effectiveness, and disruption. With just a few changes, you can start using digital to create better experiences for customers, so they stick with you longer.”

“Disruption happens when there are profits to be made, when there’s new tech available, and consumer demand forces change,” he says. “Every company needs to disrupt itself if it wants to adapt.”

Live Customers Or Digital Agents?
Our smartphones already know about our preferences and our routines. Grill predicts we’re not far away from having “digital agents” in everyday life.

“Smartphone data plus developments in Artificial Intelligence will lead to the creation of digital agents,” he said. “These will take over the mundane, replicable chores of life. Your customers will soon use digital agents to book classes, or to ask about membership, for example.

“This means your marketing department will have to start writing ad copy for robots, not for humans. Digital agents will be gatekeepers, a bit like a PA. It’s already happening, so get ahead and start using it.”

Big Changes In Data
“Thanks to APIs, we can give other systems access to our data and let them process it. Make sure you can share data with anyone you work with. Do you have an API, and do you ask if partners and suppliers have an API strategy?“

“On the data front, GDPR is forcing us to sift through data to see what is relevant,” he said. “Think about the value exchange – why should customers give you their data? They have to trust you and know you’ll offer them something in return.”

The Customer Journey
“Data is powerful, and the customer knows it,” he says. “They can leave a gym any time, taking their data with them. This gives them the upper hand. Forward thinking facilities will use data to create a consumer experience that keeps people coming back.”

“Operators capture an enviable amount of data, but not everyone knows what to do with it - or even how much they have,” says Grill. “It goes beyond which products are popular, how long people stay, and what time of day different areas of the gym are busy.

“At the end of 2016, Transport for London carried out a trial, tracking travellers’ wifi use on the tube network. In just four weeks, they captured valuable data about journey times, routes, and commuter decisions. What could you learn from analysing wifi use in your facility?”

“A lot of data is proprietary, and you can only access it by asking the customer’s permission,” he explains. “This is a compelling reason for gym owners to buy digital. How can you work with fitness kit, and digital platforms like Technogym mywellness cloud, to access data and make it work for you and your customer?

“The more you can know about your users between gym visits, the more you can give them a reason to stay. Use data to make the entire customer journey work seamlessly, so they have no reason to go anywhere else.

“With a focus on increasing the length of gym memberships, data offers us a powerful way to create personalised customer journeys to extend retention and encourage loyalty.”

Four things to do right now
Andrew Grill’s checklist

1. Digital Diversity
Make sure your business hires people with digital skills at management level. They need a fundamental understanding of how digital can change your business, and can tell you how millennials (and older customers) are thinking about digital innovations.

2. Educate yourself
To get digital, you need to be digital. So get curious about this stuff. Don’t be put off by it. Challenge yourself to learn more about upcoming trends and digital terms, rather than getting scared off by the hype.

3. Data Audit
Data is powerful, and you can probably be making more of it. Understand what data you have, what you need, and what your customers have.

4. Futureproof your business
Make sure you have connectivity between your own systems (apps, fitness platforms, CRM) and those of your partners and suppliers. You need an API for easy data transfer.

Andrew Grill spoke at Technogym’s Digital Transformation Event
Andrew Grill spoke at Technogym’s Digital Transformation Event
Grill said every company needs to disrupt itself if it wants to adapt
Grill said every company needs to disrupt itself if it wants to adapt
http://www.leisureopportunities.com/images/imagesX/69693_460027.jpg
'Your marketing department will have to start writing ad copy for robots, not for humans' – Andrew Grill, a practical futurist, shares his advice on embracing digital
Andrew Grill, Practical Futurist,Andrew Grill, Practical Futurist, Technogym’s Digital Transformation Event,
People
HCM people

Martin Seibold

CEO Life Fit Group
Gathering existing, strong brands under one roof to create the new Life Fit Group made perfect sense
People
Our industry starts and ends with people, so I spent my first three weeks visiting our clubs and listening
People
If you want to work with a PT and do some elite-level training, our facilities allow for that, but if you just want to go in and train on your own, you’ll get a good return for your time and energy
Features
Body scanning
Will the body image debate define the future of fit-tech? Becca Douglas looks at the evidence
Features
IHRSA Update
The global health and fitness markets reached an all-time high in terms of memberships in 2018. IHRSA’s Melissa Rodriguez highlights the topline numbers for HCM
Features
fitness-kit.net
Lauren Heath-Jones rounds up the latest product launches in health and fitness
Features
feature
EMS training is having a major impact on the studio and gym market and being used by athletes, celebrities and also for rehabilitation. We talk to a select group of studio owners to hear how they’re maximising the versatility of this type of training
Features
Supplier showcase
Precor’s bikes are bringing success to a wide range of different health and fitness operations, from boutiques to trusts. We look at the latest examples
Features
feature
Power Plate is launching a trade in, trade up programme, explains Davide Ferreira
Features
Ask the experts
The UK health and fitness industry has doubled in size since 2000. Will growth continue, or even gather pace? And what does this mean for the European health and fitness market? How big could it grow and what factors will have an impact? HCM asks those who have the most up to date research
Features
Latest News
DW Fitness First has launched its new Kit & Collect service, aimed at increasing secondary ...
Latest News
Teenagers' 'incessant' use of social media is radically reducing the time they spend sleeping and ...
Latest News
Wattbike has secured a deal to supply more than 30 Bupa Health Clinic sites across ...
Latest News
Fitness franchise YourZone45 has concluded a second round of funding, as it prepares to expand ...
Latest News
Leisure trust Active Nation has expanded its portfolio of budget gyms with the acquisition of ...
Latest News
Thousands of people at risk of Type 2 diabetes will be given digital support – ...
Latest News
New research has provided a possible explanation for the perceived decrease in endurance musculature as ...
Latest News
Ten Health and Fitness has opened its ninth studio in an office building in central ...
Job search
POST YOUR JOB
Featured supplier news
Featured supplier: Incorpore: Creating a fitter, happier and more productive workforce
Inactivity is described by The Department of Health as the ‘silent killer’ of our generation.
Featured supplier news
Featured supplier: Eleiko makes deadlifting more accessible with the Öppen Deadlift Bar
Eleiko, a Swedish weightlifting equipment specialist, is reinforcing its position in the strength and fitness market with the launch of the Öppen Deadlift Bar,
Opinion
promotion
As an industry, we still underestimate the power of a truly varied fitness regime - and the growing appetite for it, especially among emerging customer segments.
Opinion: Collaboration vs aggregation - what’s the difference?
Video Gallery
TRX MAPS
TRX Training
TRX MAPS completes body movement assessments in just 30 seconds to help trainers develop personalized fitness plans and goals for members. Read more
More videos:
Company profiles
Company profile: TRIB3 International Ltd
First established in Sheffield in January 2016 TRIB3 is a bootcamp boutique studio designed to ...
Company profiles
Company profile: Pavigym
PAVIGYM is the premier innovator of flooring and interactive solutions for the global fitness industry....
Catalogue Gallery
Click on a catalogue to view it online
Directory
Governing body
EMD UK: Governing body
Flooring
Total Vibration Solutions Ltd: Flooring
Direct debit solutions
Harlands Group: Direct debit solutions
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Trade associations
International SPA Association - iSPA: Trade associations
Audio visual
Hutchison Technologies: Audio visual
Lockers/interior design
Craftsman Quality Lockers Ltd: Lockers/interior design
Exercise equipment
EXF Fitness Equipment: Exercise equipment
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Spa software
ResortSuite: Spa software
Property & Tenders
Diary dates
05-06 Sep 2019
TagusPark, Oeiras, Portugal
Diary dates
21-22 Sep 2019
Locations worldwide,
Diary dates

features

HCM People: Andrew GrillPractical Futurist

Your marketing department will have to start writing ad copy for robots, not for humans. These digital agents will be gatekeepers, a bit like a PA. It’s already happening, so get ahead and start using it

Published in Health Club Management 2019 issue 8
Digital agents will take over the mundane, replicable chores of life, says Grill
Digital agents will take over the mundane, replicable chores of life, says Grill

Practical Futurist Andrew Grill spoke at Technogym’s 2019 Digital Transformation Event recently.

He shares insights with HCM
everyone in this industry wants to improve things for the consumer,” says Andrew Grill. “I’d like you to consider three benefits to embracing digital: efficiency, effectiveness, and disruption. With just a few changes, you can start using digital to create better experiences for customers, so they stick with you longer.”

“Disruption happens when there are profits to be made, when there’s new tech available, and consumer demand forces change,” he says. “Every company needs to disrupt itself if it wants to adapt.”

Live Customers Or Digital Agents?
Our smartphones already know about our preferences and our routines. Grill predicts we’re not far away from having “digital agents” in everyday life.

“Smartphone data plus developments in Artificial Intelligence will lead to the creation of digital agents,” he said. “These will take over the mundane, replicable chores of life. Your customers will soon use digital agents to book classes, or to ask about membership, for example.

“This means your marketing department will have to start writing ad copy for robots, not for humans. Digital agents will be gatekeepers, a bit like a PA. It’s already happening, so get ahead and start using it.”

Big Changes In Data
“Thanks to APIs, we can give other systems access to our data and let them process it. Make sure you can share data with anyone you work with. Do you have an API, and do you ask if partners and suppliers have an API strategy?“

“On the data front, GDPR is forcing us to sift through data to see what is relevant,” he said. “Think about the value exchange – why should customers give you their data? They have to trust you and know you’ll offer them something in return.”

The Customer Journey
“Data is powerful, and the customer knows it,” he says. “They can leave a gym any time, taking their data with them. This gives them the upper hand. Forward thinking facilities will use data to create a consumer experience that keeps people coming back.”

“Operators capture an enviable amount of data, but not everyone knows what to do with it - or even how much they have,” says Grill. “It goes beyond which products are popular, how long people stay, and what time of day different areas of the gym are busy.

“At the end of 2016, Transport for London carried out a trial, tracking travellers’ wifi use on the tube network. In just four weeks, they captured valuable data about journey times, routes, and commuter decisions. What could you learn from analysing wifi use in your facility?”

“A lot of data is proprietary, and you can only access it by asking the customer’s permission,” he explains. “This is a compelling reason for gym owners to buy digital. How can you work with fitness kit, and digital platforms like Technogym mywellness cloud, to access data and make it work for you and your customer?

“The more you can know about your users between gym visits, the more you can give them a reason to stay. Use data to make the entire customer journey work seamlessly, so they have no reason to go anywhere else.

“With a focus on increasing the length of gym memberships, data offers us a powerful way to create personalised customer journeys to extend retention and encourage loyalty.”

Four things to do right now
Andrew Grill’s checklist

1. Digital Diversity
Make sure your business hires people with digital skills at management level. They need a fundamental understanding of how digital can change your business, and can tell you how millennials (and older customers) are thinking about digital innovations.

2. Educate yourself
To get digital, you need to be digital. So get curious about this stuff. Don’t be put off by it. Challenge yourself to learn more about upcoming trends and digital terms, rather than getting scared off by the hype.

3. Data Audit
Data is powerful, and you can probably be making more of it. Understand what data you have, what you need, and what your customers have.

4. Futureproof your business
Make sure you have connectivity between your own systems (apps, fitness platforms, CRM) and those of your partners and suppliers. You need an API for easy data transfer.

Andrew Grill spoke at Technogym’s Digital Transformation Event
Andrew Grill spoke at Technogym’s Digital Transformation Event
Grill said every company needs to disrupt itself if it wants to adapt
Grill said every company needs to disrupt itself if it wants to adapt
http://www.leisureopportunities.com/images/imagesX/69693_460027.jpg
'Your marketing department will have to start writing ad copy for robots, not for humans' – Andrew Grill, a practical futurist, shares his advice on embracing digital
Andrew Grill, Practical Futurist,Andrew Grill, Practical Futurist, Technogym’s Digital Transformation Event,
Latest News
DW Fitness First has launched its new Kit & Collect service, aimed at increasing secondary ...
Latest News
Teenagers' 'incessant' use of social media is radically reducing the time they spend sleeping and ...
Latest News
Wattbike has secured a deal to supply more than 30 Bupa Health Clinic sites across ...
Latest News
Fitness franchise YourZone45 has concluded a second round of funding, as it prepares to expand ...
Latest News
Leisure trust Active Nation has expanded its portfolio of budget gyms with the acquisition of ...
Latest News
Thousands of people at risk of Type 2 diabetes will be given digital support – ...
Latest News
New research has provided a possible explanation for the perceived decrease in endurance musculature as ...
Latest News
Ten Health and Fitness has opened its ninth studio in an office building in central ...
Latest News
German wellness operator Lanserhof has opened its first UK location at the historic Arts Club ...
Latest News
The backlash over billionaire Stephen Ross' fundraiser for Donald Trump's 2020 presidential campaign has overshadowed ...
Latest News
Planet Fitness has reported a 29.3 per cent increase in revenue for the first half ...
Job search
POST YOUR JOB
Featured supplier news
Featured supplier: Incorpore: Creating a fitter, happier and more productive workforce
Inactivity is described by The Department of Health as the ‘silent killer’ of our generation.
Featured supplier news
Featured supplier: Eleiko makes deadlifting more accessible with the Öppen Deadlift Bar
Eleiko, a Swedish weightlifting equipment specialist, is reinforcing its position in the strength and fitness market with the launch of the Öppen Deadlift Bar,
Opinion
promotion
As an industry, we still underestimate the power of a truly varied fitness regime - and the growing appetite for it, especially among emerging customer segments.
Opinion: Collaboration vs aggregation - what’s the difference?
Video Gallery
TRX MAPS
TRX Training
TRX MAPS completes body movement assessments in just 30 seconds to help trainers develop personalized fitness plans and goals for members. Read more
More videos:
Company profiles
Company profile: TRIB3 International Ltd
First established in Sheffield in January 2016 TRIB3 is a bootcamp boutique studio designed to ...
Company profiles
Company profile: Pavigym
PAVIGYM is the premier innovator of flooring and interactive solutions for the global fitness industry....
Catalogue Gallery
Click on a catalogue to view it online
Directory
Governing body
EMD UK: Governing body
Flooring
Total Vibration Solutions Ltd: Flooring
Direct debit solutions
Harlands Group: Direct debit solutions
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Trade associations
International SPA Association - iSPA: Trade associations
Audio visual
Hutchison Technologies: Audio visual
Lockers/interior design
Craftsman Quality Lockers Ltd: Lockers/interior design
Exercise equipment
EXF Fitness Equipment: Exercise equipment
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Spa software
ResortSuite: Spa software
Property & Tenders
Diary dates
05-06 Sep 2019
TagusPark, Oeiras, Portugal
Diary dates
21-22 Sep 2019
Locations worldwide,
Diary dates
Search news, features & products:
Find a supplier:
MyZone
MyZone