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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

IHRSA update: Ken Hughes

Personalisation of products and services is key to future-proofing your business. The founder and CEO of Glacier Consulting explains why to IHRSA’s Patricia Amend

Published in Health Club Management 2015 issue 10
Hughes says Generation Z consumers are going to be even more demanding 
than millennials
Hughes says Generation Z consumers are going to be even more demanding than millennials
Sometimes the ‘personal’ in personal training wears thin – but if a member feels they’ve become just another body in the club, their usage and loyalty will also wane

You’re speaking this month at the 15th Annual IHRSA European Congress in Marseille, France. A little preview?
We’ll be exploring the future. The next generation of consumers is going to demand different things from the brands and services they use. Get it wrong and you become irrelevant; get it right and you future-proof your business.

You describe yourself as a consumer and shopper behaviouralist. What does that mean?
I study the behaviour of shoppers and consumers – why and how people buy. This is a social science discipline that combines psychology, social anthropology and neuromarketing – a form of marketing research that focuses on consumers’ sensorimotor, cognitive and affective responses to marketing stimuli. It also involves behavioural economics. Ultimately it’s about understanding the science of shopping and consumption.

What led you to embrace this particular discipline?
People have always fascinated me – not only what they do, but also how you can nudge them to behave differently. If you understand enough about consumers and their needs, there’s virtually nothing you can’t sell them.

One of the topics you focus on is personalisation, and you recently critiqued Euro Disney based on your own experience. Tell us more.

Personalisation really is the key to succeeding today. Euro Disney offers an app for its visitors, but fails to ask them who they are. Some visit the park for family rides; others for the thrill rides; and others for the shows and entertainment. If the company had simply captured the ages of my kids, it could, for instance, have suggested rides with short queues close to where we were. Similarly, it could have pushed offers to me to eat at a nearby restaurant.

It did none of this, so as a user I was left with what was essentially a digital map of the park. It could have been a personalised app that deliver added value, but in fact it would have been of as much use to me at my home in Ireland as it was in the park. This is a personalisation failure that no service business can risk today.

What lessons can health clubs draw from this example?
Really wrapping your mind around the individual rather than the masses is so important. Sometimes the ‘personal’ in personal training, or the ‘individual’ in individual instruction, wears thin – but if a member ever feels they’ve become just another body in the club, their usage and loyalty will also wane.

At every moment, every aspect of their club experience should be personal – from entering the locker room, to working out on the fitness floor, to snacking in the café. The product has to be tailored to the individual, and clubs need to find a commercially viable way to do that.

You’ve talked about the high expectations of millennials. What are their successors, Generation Z, going to want??
They’re going to want even more! These are the A.G. (after Google) consumers. They’ve grown up in a world of instant information, entertainment and feedback. This is the ‘swipe card here’ generation. They’re demanding and unforgiving. Getting your product Gen-Z-ready is critical. Companies that fail to do so are going to get caught with their pants down!

About IHRSA

Founded in 1981, IHRSA – the International Health, Racquet & Sportsclub Association – is the only global trade association, representing more than 10,000 health and fitness facilities and suppliers worldwide.

To learn how IHRSA can help your business thrive, visit www.ihrsa.org

Locate an IHRSA club at www.healthclubs.com

About Glacier Consulting

Glacier Consulting started life as a market research agency, but the focus soon shifted to consumers. Today, it helps bridge the gap between what consumers really want and how its clients can most efficiently and effectively design and deliver those products and services.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
https://www.leisureopportunities.co.uk/images/170014_512241.jpg
Are you using personalisation to future-proof your business?
Ken Hughes - founder and CEO of Glacier Patricia Amend - IHRSA,Personalisation, consumer behaviour, Ken Hughes, Glacier Consulting
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Catalogue Gallery
Click on a catalogue to view it online
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Property & Tenders
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Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
07-10 Apr 2022
Exhibition Centre , Cologne, Germany
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

features

IHRSA update: Ken Hughes

Personalisation of products and services is key to future-proofing your business. The founder and CEO of Glacier Consulting explains why to IHRSA’s Patricia Amend

Published in Health Club Management 2015 issue 10
Hughes says Generation Z consumers are going to be even more demanding 
than millennials
Hughes says Generation Z consumers are going to be even more demanding than millennials
Sometimes the ‘personal’ in personal training wears thin – but if a member feels they’ve become just another body in the club, their usage and loyalty will also wane

You’re speaking this month at the 15th Annual IHRSA European Congress in Marseille, France. A little preview?
We’ll be exploring the future. The next generation of consumers is going to demand different things from the brands and services they use. Get it wrong and you become irrelevant; get it right and you future-proof your business.

You describe yourself as a consumer and shopper behaviouralist. What does that mean?
I study the behaviour of shoppers and consumers – why and how people buy. This is a social science discipline that combines psychology, social anthropology and neuromarketing – a form of marketing research that focuses on consumers’ sensorimotor, cognitive and affective responses to marketing stimuli. It also involves behavioural economics. Ultimately it’s about understanding the science of shopping and consumption.

What led you to embrace this particular discipline?
People have always fascinated me – not only what they do, but also how you can nudge them to behave differently. If you understand enough about consumers and their needs, there’s virtually nothing you can’t sell them.

One of the topics you focus on is personalisation, and you recently critiqued Euro Disney based on your own experience. Tell us more.

Personalisation really is the key to succeeding today. Euro Disney offers an app for its visitors, but fails to ask them who they are. Some visit the park for family rides; others for the thrill rides; and others for the shows and entertainment. If the company had simply captured the ages of my kids, it could, for instance, have suggested rides with short queues close to where we were. Similarly, it could have pushed offers to me to eat at a nearby restaurant.

It did none of this, so as a user I was left with what was essentially a digital map of the park. It could have been a personalised app that deliver added value, but in fact it would have been of as much use to me at my home in Ireland as it was in the park. This is a personalisation failure that no service business can risk today.

What lessons can health clubs draw from this example?
Really wrapping your mind around the individual rather than the masses is so important. Sometimes the ‘personal’ in personal training, or the ‘individual’ in individual instruction, wears thin – but if a member ever feels they’ve become just another body in the club, their usage and loyalty will also wane.

At every moment, every aspect of their club experience should be personal – from entering the locker room, to working out on the fitness floor, to snacking in the café. The product has to be tailored to the individual, and clubs need to find a commercially viable way to do that.

You’ve talked about the high expectations of millennials. What are their successors, Generation Z, going to want??
They’re going to want even more! These are the A.G. (after Google) consumers. They’ve grown up in a world of instant information, entertainment and feedback. This is the ‘swipe card here’ generation. They’re demanding and unforgiving. Getting your product Gen-Z-ready is critical. Companies that fail to do so are going to get caught with their pants down!

About IHRSA

Founded in 1981, IHRSA – the International Health, Racquet & Sportsclub Association – is the only global trade association, representing more than 10,000 health and fitness facilities and suppliers worldwide.

To learn how IHRSA can help your business thrive, visit www.ihrsa.org

Locate an IHRSA club at www.healthclubs.com

About Glacier Consulting

Glacier Consulting started life as a market research agency, but the focus soon shifted to consumers. Today, it helps bridge the gap between what consumers really want and how its clients can most efficiently and effectively design and deliver those products and services.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
https://www.leisureopportunities.co.uk/images/170014_512241.jpg
Are you using personalisation to future-proof your business?
Ken Hughes - founder and CEO of Glacier Patricia Amend - IHRSA,Personalisation, consumer behaviour, Ken Hughes, Glacier Consulting
Latest News
Boutique operator 1Rebel has launched its first 1Rebel Labs Studio at its club in Holborn. ...
Latest News
The Local Government Association (LGA) has called on the UK government to invest £875m in ...
Latest News
Anthony Hamilton, the father of F1 racing driver Lewis Hamilton, is launching a fitness equipment ...
Latest News
The pandemic has had an "unprecedented" impact on physical activity levels in England, with 1 ...
Latest News
The first énergie Fitness club has opened in Spain as part of a push for ...
Latest News
A global innovation competition has been launched to find ways to encourage and support more ...
Latest News
Xponential Fitness has acquired Body Fit Training in a deal worth US$44m. The deal takes ...
Latest News
Exercise has been highlighted as a crucial weapon in cancer patients’ battle against the disease. ...
Latest News
The global health and fitness industry is returning to a busy programme of live trade ...
Latest News
Matrix and Intelivideo have signed a strategic partnership, which will see Intelivideo's fitness content integrated ...
Latest News
Nadine Dorries, the recently appointed secretary of state for digital, culture, media and sport at ...
Featured supplier news
Featured supplier news: GLL Better UK App passes 1 million downloads
GLL and its app partner Innovatise (myFitApp) have today announced the Better UK App has been downloaded over 1 million times since it was launched in November 2019.
Featured supplier news
Featured supplier news: Life Fitness introduces Integrity SL, the next generation LED console
Life Fitness has unveiled the new Integrity SL, its connected LED console designed for the Integrity Series cardio portfolio.
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.
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.
Company profiles
Company profile: Keiser UK LTD
For more than four decades, Keiser has influenced the training of athletes, fitness enthusiasts and ...
Company profiles
Company profile: Physical Company
Physical Company’s mission statement is ‘First for Fitness Solutions’ – a statement that reflects the ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Fitness equipment
Octane Fitness: Fitness equipment
Spa software
SpaBooker: Spa software
Uniforms
Service Sport: Uniforms
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Lockers/interior design
Fitlockers: Lockers/interior design
Exercise equipment
Matrix Fitness: Exercise equipment
Management software
Premier Software Solutions: Management software
Wearable technology solutions
MyZone: Wearable technology solutions
Architects/designers
Zynk Design Consultants: Architects/designers
Skincare
Sothys: Skincare
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
07-10 Apr 2022
Exhibition Centre , Cologne, Germany
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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