GET HCM
magazine
Sign up for the FREE digital edition of HCM magazine and also get the HCM ezine and breaking news email alerts.
Not right now, thanksclose this window
Ledsnaps Ltd
Ledsnaps Ltd
Ledsnaps Ltd
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
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
HCM magazine
HCM people

David Beckham

Global partner, F45
This partnership with F45 is an exciting business venture for me
HCM magazine
Dr Davina Deniszczyc talks us through the findings of the first Nuffield Healthier Nation Index, which has benchmarked activity levels and attitudes to exercise among the UK population
HCM magazine
The appetite for health clubs is strong among consumers and investors – to take advantage of this, operators must figure out how to meet key challenges in operationally sustainable ways
HCM Magazine
Research
The beneficial changes to the brain – prompted by exercise – protect against the development of various diseases due to signals release by muscles into the bloodstream
HCM Magazine
Running
Running booms when health clubs and gyms are closed. Could this enthusiasm result in treadmill training becoming the new spinning? Kath Hudson reports
HCM Magazine
Sponsored
Billed as the ‘2021 Experience Tour’, Egym has taken its connected gym floor experience on the road around the UK
HCM Magazine
Hybrid
The Gym Group has taken its digital hybrid strategy full circle, piloting in-gym workout pods and studios with its home workout delivery partner, Fiit. HCM talks to the team driving the project
HCM Magazine
Sponsored
Active IQ is launching courses to upskill fitness professionals to work in social prescribing, extending the reach of the industry
HCM Magazine
Letters
Fuel the debate about issues and opportunities across the industry. We’d love to hear from you – [email protected]
HCM Magazine
Sponsored
Andy Janes and Jamie Whisken explain the vision behind R1SE Bournemouth, and why Technogym was their choice of partner in delivering their unique fusion boutique
HCM Magazine
Latest News
Boxing-inspired fitness operator Rumble has signed a master franchise agreement in Australia, which could see ...
Latest News
Hotel giant Accor has launched a new bespoke, premium fitness service for its upmarket Pullman ...
Latest News
People should concentrate on exercise and staying fit – rather than dieting and weight loss ...
Latest News
Sibec Europe, scheduled to take place in Cologne, Germany, from 2 to 5 November 2021, ...
Latest News
Swim England has warned that 2,000 swimming pools could be lost forever unless the government ...
Latest News
Sports Minister, Nigel Huddleston, has joined gym-goers this morning to kick-off the annual National Fitness ...
Latest News
A new high-end workspace, designed for the use of personal trainers, coaches and other health ...
Latest News
VAT reform, adjustments in business rates and a fitness-led high street regeneration push could see ...
Featured supplier news
Featured supplier news: Will your business last without digital transformation?
During the pandemic, a digital transformation took off faster than anyone could have predicted with meetings in person cancelled and millions working from home.
Featured supplier news
Featured supplier news: Technogym awarded “Supplier of the year” at ukactive awards 2021
The best in class of the physical activity sector have been revealed at the ukactive Awards 2021.
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: Everyone Active bolsters Everyone on Demand and enters second year with five new partnerships
Everyone Active has signed a number of new deals which will see the operator strengthen its digital product offering, Everyone on Demand.
Company profiles
Company profile: RISE Fitness Franchise
RISE is a brand-new franchise created to fill an emerging gap. Outdoor workouts have become ...
Company profiles
Company profile: Active IQ
Active IQ is the UK’s leading Ofqual-recognised Awarding Organisation for the Physical Activity sector....
Supplier Showcases
Supplier showcase - Gympass
Catalogue Gallery
Click on a catalogue to view it online
Directory
Lockers/interior design
Fitlockers: Lockers/interior design
Spa software
SpaBooker: Spa software
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Skincare
Sothys: Skincare
Red Light Therapy
 Red Light Rising: Red Light Therapy
Exercise equipment
Pendex Fisio S.L.: Exercise equipment
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Management software
Premier Software Solutions: Management software
Fitness equipment
Precor: Fitness equipment
Salt therapy products
Himalayan Source: Salt therapy products
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Diary dates
13-14 Oct 2021
Online,
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
Boxing-inspired fitness operator Rumble has signed a master franchise agreement in Australia, which could see ...
Latest News
Hotel giant Accor has launched a new bespoke, premium fitness service for its upmarket Pullman ...
Latest News
People should concentrate on exercise and staying fit – rather than dieting and weight loss ...
Latest News
Sibec Europe, scheduled to take place in Cologne, Germany, from 2 to 5 November 2021, ...
Latest News
Swim England has warned that 2,000 swimming pools could be lost forever unless the government ...
Latest News
Sports Minister, Nigel Huddleston, has joined gym-goers this morning to kick-off the annual National Fitness ...
Latest News
A new high-end workspace, designed for the use of personal trainers, coaches and other health ...
Latest News
VAT reform, adjustments in business rates and a fitness-led high street regeneration push could see ...
Latest News
Peloton has completed the merging of its commercial operations with Precor, the equipment brand it ...
Latest News
Half of UK adults aren't happy with their physical fitness levels, according to a study ...
Latest News
Temporary measures brought in to support businesses in the UK from insolvency during the pandemic ...
Featured supplier news
Featured supplier news: Will your business last without digital transformation?
During the pandemic, a digital transformation took off faster than anyone could have predicted with meetings in person cancelled and millions working from home.
Featured supplier news
Featured supplier news: Technogym awarded “Supplier of the year” at ukactive awards 2021
The best in class of the physical activity sector have been revealed at the ukactive Awards 2021.
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: Everyone Active bolsters Everyone on Demand and enters second year with five new partnerships
Everyone Active has signed a number of new deals which will see the operator strengthen its digital product offering, Everyone on Demand.
Company profiles
Company profile: RISE Fitness Franchise
RISE is a brand-new franchise created to fill an emerging gap. Outdoor workouts have become ...
Company profiles
Company profile: Active IQ
Active IQ is the UK’s leading Ofqual-recognised Awarding Organisation for the Physical Activity sector....
Supplier Showcases
Supplier showcase - Gympass
Catalogue Gallery
Click on a catalogue to view it online
Directory
Lockers/interior design
Fitlockers: Lockers/interior design
Spa software
SpaBooker: Spa software
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Skincare
Sothys: Skincare
Red Light Therapy
 Red Light Rising: Red Light Therapy
Exercise equipment
Pendex Fisio S.L.: Exercise equipment
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Management software
Premier Software Solutions: Management software
Fitness equipment
Precor: Fitness equipment
Salt therapy products
Himalayan Source: Salt therapy products
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Diary dates
13-14 Oct 2021
Online,
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
Search news, features & products:
Find a supplier:
Ledsnaps Ltd
Ledsnaps Ltd