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Health Club Management

Health Club Management

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UNITING THE WORLD OF FITNESS
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Health Club Management

Health Club Management

features

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.

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Are you using personalisation to future-proof your business?
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features

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.
http://www.leisureopportunities.com/images/170014_512241.jpg
Are you using personalisation to future-proof your business?
Latest News
Health club and gyms operators in California are suing state governor Gavin Newsom in an ...
Latest News
The Global Wellness Summit (GWS) has announced the appointment of C. Victor Brick, CEO of ...
Latest News
More than 100 sport and physical activity bodies have sent a letter to UK Prime ...
Latest News
Gyms in the UK are continuing to successfully control COVID-19 transmisssion, according to the latest ...
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Electronics giant LG has entered the fitness and wellness market with the launch of a ...
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Exercise has been voted the number one way the public can help the NHS – ...
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Opinion: Gyms add body composition analysis and health screening to their offering following pandemic
Featured supplier news
Featured supplier: Xn Leisure advises on virtual memberships and how operators can move memberships online
According to software solutions provider, Xn Leisure, the uncertainty surrounding COVID-19 has made it more important than ever to pull out all the stops to keep members active and engaged and your profits healthy.
Featured supplier news
Featured supplier: GymPraaktis develops AI Exercise Engine software to revolutionise at-home fitness
Health and wellness software company, GymPraaktis, is launching its new Exercise Engine software for gyms and members looking to improve their fitness routines from home.
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Freemotion FUSION Team Training
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More videos:
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Company profile: Safe Space Lockers
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Company profile: Merrithew™ - Leaders in Mindful Movement™
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Click on a catalogue to view it online
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11 - 25 Union St, London SE1 1SD
Bankside Open Spaces Trust
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Diary dates
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Diary dates
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Diary dates
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Online,
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