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British Military Fitness
British Military Fitness
British Military Fitness
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.

If you would like to get each issue of HCM magazine sent direct to you for FREE, plus the weekly HCM ezine, sign up now!
http://www.leisureopportunities.com/images/170014_512241.jpg
Are you using personalisation to future-proof your business?
People
HCM people

Debra Wein

founder and CEO, Wellness Workdays
I’ve always felt that if individuals had more education and understanding of nutrition and healthy lifestyle principles, we could literally change lives
People
Operators should start with the home fitness journey, working out how to gain a competitive advantage here, before working out how to dovetail physical visits into this
People
HCM people

Dave Courteen

MD and co-founder of Mosaic Spa and Health Clubs
I set myself the goal that if I found someone famous to write the foreword and a publisher, then I would write the book
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The UK's fitness industry can finally get back to business on Saturday 25 July, following ...
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HCM understands a decision on reopening dates for gyms and also for spas will be ...
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Interest in gym reopening in England is reaching fever pitch, with an announcement expected any ...
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Featured supplier news
Featured supplier: Incorpore and MoveGB ink groundbreaking partnership to transform corporate wellness offering
Incorpore and MoveGB have entered into a landmark partnership, combining the UK’s largest provider of corporate gym memberships with the nation’s biggest network of classes.
Featured supplier news
Featured supplier: EGYM presents Corona Gym Solution, for the successful re-opening of fitness studios
Finally, the time has come: fitness and health facilities around the globe are gradually resuming operations.
Video Gallery
BMF with Bear Grylls - Mission to reboot the fitness industry
British Military Fitness
BMF with Bear Grylls has put up a £1m fund to get personal trainers, fitness instructors and class instructors back to work and earning money. Read more
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Company profile: EXF Fitness
EXF offer so much more than modular systems and pick and mix installations, they don’t ...
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TRX provides world-class functional training by offering quality equipment, effective workouts and world-class education capable ...
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Click on a catalogue to view it online
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MyZone: Wearable technology solutions
Spa software
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Exercise equipment
Technogym: Exercise equipment
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Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
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Management software
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Property & Tenders
Greywell, Hampshire
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Property & Tenders
Derby City Council
Property & Tenders
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
22-23 Sep 2020
Heythrop Park, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
27-30 Oct 2020
Messe Stuttgart, Germany
Diary dates
03-06 Nov 2020
Online,
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates

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.

If you would like to get each issue of HCM magazine sent direct to you for FREE, plus the weekly HCM ezine, sign up now!
http://www.leisureopportunities.com/images/170014_512241.jpg
Are you using personalisation to future-proof your business?
Latest News
Industry body ukactive has launched an Independent Operators' Steering Group, catering for members who run ...
Latest News
The UK's fitness industry can finally get back to business on Saturday 25 July, following ...
Latest News
HCM understands a decision on reopening dates for gyms and also for spas will be ...
Latest News
Interest in gym reopening in England is reaching fever pitch, with an announcement expected any ...
Latest News
Exercising increases levels of a protein hormone secreted by the bones which has a powerful ...
Latest News
A free-to-access training platform has launched to help the sport and fitness workforce confidently return ...
Latest News
Glasgow Life, which runs leisure and culture facilities on behalf of Glasgow City Council, has ...
Latest News
Fitness equipment firm Nautilus Inc is looking for a buyer for its commercial equipment brand ...
Latest News
Technogym has announced the launch of live streaming and on-demand classes. The new content will ...
Latest News
A number of gym operators are concerned that local lockdowns could come into effect in ...
Featured supplier news
Featured supplier: Incorpore and MoveGB ink groundbreaking partnership to transform corporate wellness offering
Incorpore and MoveGB have entered into a landmark partnership, combining the UK’s largest provider of corporate gym memberships with the nation’s biggest network of classes.
Featured supplier news
Featured supplier: EGYM presents Corona Gym Solution, for the successful re-opening of fitness studios
Finally, the time has come: fitness and health facilities around the globe are gradually resuming operations.
Video Gallery
BMF with Bear Grylls - Mission to reboot the fitness industry
British Military Fitness
BMF with Bear Grylls has put up a £1m fund to get personal trainers, fitness instructors and class instructors back to work and earning money. Read more
More videos:
Company profiles
Company profile: EXF Fitness
EXF offer so much more than modular systems and pick and mix installations, they don’t ...
Company profiles
Company profile: TRX Training UK
TRX provides world-class functional training by offering quality equipment, effective workouts and world-class education capable ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Design consultants
Zynk Design Consultants: Design consultants
Wearable technology solutions
MyZone: Wearable technology solutions
Spa software
SpaBooker: Spa software
Exercise equipment
Technogym: Exercise equipment
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Fitness equipment
Stages Cycling: Fitness equipment
Locking solutions
Monster Padlocks: Locking solutions
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Management software
Fisikal: Management software
Property & Tenders
Greywell, Hampshire
Barnsgrove Health and Wellness Club
Property & Tenders
Derby City Council
Property & Tenders
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
22-23 Sep 2020
Heythrop Park, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
27-30 Oct 2020
Messe Stuttgart, Germany
Diary dates
03-06 Nov 2020
Online,
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
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