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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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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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PM, Boris Johnson, has confirmed that gyms, swimming pools and leisure centres in England will ...
Latest News
The re-opening of gyms in Wales has been pushed back by the country's First Minister ...
Latest News
The physical and mental health of women in the UK has been put under unprecedented ...
Latest News
Excess body fat and obesity are likely to have contributed to more deaths in England ...
Latest News
The financial performance of health club operator SATS in the last quarter of 2020 was ...
Latest News
FIBO has announced that its Chinese event next month will be held as a hybrid ...
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Placing gyms and leisure centres at the front of the queue for reopening would be ...
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Data published today (17 February) shows that for every 100,000 visits to UK gyms and ...
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Featured supplier: Forget the ‘Netflix effect’ – it’s all about the ‘iFit effect’ to boost member retention
Addiction – a word laden with negativity. But isn’t that exactly what the fitness industry wants? For members to be addicted (in a healthy way) to exercise – not just to increase profits but, most importantly, so they can live happier, healthier and longer lives.
Featured supplier news
Featured supplier: What does a socially distanced leisure centre and health club look like?
The world has had to get used to social distancing in 2020 and any business operating in the leisure and hospitality sectors has had to face this challenge more than most.
Video Gallery
Excite Live Experience: Join the party with Technogym
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The new Excite line makes training more fun and inspiring for any age or fitness level with lots of workouts and entertainment options. 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: Merrithew™ - Leaders in Mindful Movement™
Merrithew™ enriches the lives of others with responsible exercise modalities and innovative, multidisciplinary fitness offerings ...
Supplier Showcases
Supplier showcase - Egym: Game changer
Supplier Showcases
Supplier showcase - Venueserve Fitness
Catalogue Gallery
Click on a catalogue to view it online
Directory
Red Light Therapy
 Red Light Rising: Red Light Therapy
Exercise equipment
Pendex Fisio S.L.: Exercise equipment
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Spa software
SpaBooker: Spa software
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Management software
fibodo Limited: Management software
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Skincare
Sothys: Skincare
Trade associations
International SPA Association - iSPA: Trade associations
Flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Flooring
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Diary dates
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IFEMA, Madrid, Spain
Diary dates
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NEC, Birmingham, United Kingdom
Diary dates
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Expo Centre & Riviera di Rimini, Italy
Diary dates
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Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
Diary dates
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ExCeL London, London, United Kingdom
Diary dates
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Locations worldwide,
Diary dates
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Messe Stuttgart, Germany
Diary dates
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tbc, Dunedin, New Zealand
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