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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

IHRSA update: News

Published in Health Club Management 2013 issue 10

Why you should think small

Hossein Noshirvani
Hossein Noshirvani
Hossein Noshirvani,

Co-founder and executive vice president,

Motionsoft


I read an interesting article recently on why people think/act the way they do. Specifically, the article reported on the efforts of a group of researchers who wanted to see if they could get a bunch of college students to eat healthier lunches. The researchers divided the students into two groups and tested different messages.

The first message was big and audacious, with posters designed to put up all over campus explaining to the students how healthy decisions today would lead to a better quality of life.

The second message was simpler, with the researchers proposing to write: “Make better lunch decisions,” on students’ lunch trays.

Prior to the research actually being carried out, the messages were shown to a range of people. Everyone interviewed declared the first message to be the winner. It was bigger, smarter and spoke to the human desire to achieve. Meanwhile everyone who saw the new and ‘improved’ trays thought they were crass and ineffective.

Then the researchers put it to the test. The ‘big’ message was rolled out on one campus, the tray message on another. Guess what? Those who had the message on their trays ate 25 per cent fewer calories, and when they went home to eat dinner, they continued to make smarter eating decisions.

What does this have to do with our industry? My theory is that we’re positioning ourselves incorrectly. We have more clubs that are more affordable and more convenient than ever. Yet the total number of people who exercise, as a percentage of the population, hasn’t really changed.

I’d argue that it’s our message. Let’s get real for a second. When I read that exercise will make me healthier and happier, I have no idea what that actually means. It’s too big. There’s no immediacy.

However, if I saw something that said: “Work out today so you can eat a bigger dinner without having to buy larger clothes” – that speaks to me. What I’m saying is, it’s okay to think globally (big), but you should act locally (small).

The full article is available to read at http://lei.sr?a=A5w1m

In a study among US students, simple messages were most effective in prompting healthier lunch choices / photo: www.shutterstock.com/Lucky Business
In a study among US students, simple messages were most effective in prompting healthier lunch choices / photo: www.shutterstock.com/Lucky Business

Ask the experts: Targeting different demographics through mass marketing

What are the best ways to target different demographics and mass market to them more effectively? Tracey Bourdon, head marketing coach for Susan K Bailey Marketing & Design, offers her insight on this topic:

Tracey Bourdon
Tracey Bourdon
Tracey Bourdon,

Head Marketing Coach,

Susan K Bailey Marketing & Design


What are the best ways to target different demographics and mass market to them more effectively? Tracey Bourdon, head marketing coach for Susan K Bailey Marketing & Design, offers her insight on this topic:

“First, solicit the help of a full-service marketing agency that can identify where your current members reside and the demographic profile of those neighbourhoods. This should help you identify ‘like’ populations that would be good prospects for club membership.

“Second, ask for a search of local residents who meet whatever demographic profile you determine is a great target – for example, homes with children aged five to 13 years, or women in the household with incomes over US$70,000. This is invaluable information, as it allows you to precisely market to only those households that meet your criteria.

“Finally, use a variety of marketing tools such as email, guerilla material, Facebook and other social media to spread the word about your promotions and programming. Engage your members in sharing the word about your club and leverage the power of your happy members. Testimonials are still the best form of advertising.

“Always keep in mind that people don’t buy fitness. People buy what fitness can do for them. Your advertising must appeal to a need or desire.”

Read more answers to this question at www.ihrsa.org/industryleader

Leverage the marketing power of happy members / photo: www.shutterstock.com/Dean Drobot
Leverage the marketing power of happy members / photo: www.shutterstock.com/Dean Drobot

About IHRSA

Founded in 1981, 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 a quality IHRSA club at www.healthclubs.com

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
https://www.leisureopportunities.co.uk/images/HCM2013_10IHSRA.gif
Co-founder of Motionsoft, Hossein Noshirvani, considers whether industry messages on exercise are too broad for consumers to digest
Hossein Noshirvani,messaging, communication, retention, NPS, canfitpro, marketing, cardiac arrest
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Click on a catalogue to view it online
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Property & Tenders
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Lilleshall Sports Academy
Property & Tenders
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
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: News

Published in Health Club Management 2013 issue 10

Why you should think small

Hossein Noshirvani
Hossein Noshirvani
Hossein Noshirvani,

Co-founder and executive vice president,

Motionsoft


I read an interesting article recently on why people think/act the way they do. Specifically, the article reported on the efforts of a group of researchers who wanted to see if they could get a bunch of college students to eat healthier lunches. The researchers divided the students into two groups and tested different messages.

The first message was big and audacious, with posters designed to put up all over campus explaining to the students how healthy decisions today would lead to a better quality of life.

The second message was simpler, with the researchers proposing to write: “Make better lunch decisions,” on students’ lunch trays.

Prior to the research actually being carried out, the messages were shown to a range of people. Everyone interviewed declared the first message to be the winner. It was bigger, smarter and spoke to the human desire to achieve. Meanwhile everyone who saw the new and ‘improved’ trays thought they were crass and ineffective.

Then the researchers put it to the test. The ‘big’ message was rolled out on one campus, the tray message on another. Guess what? Those who had the message on their trays ate 25 per cent fewer calories, and when they went home to eat dinner, they continued to make smarter eating decisions.

What does this have to do with our industry? My theory is that we’re positioning ourselves incorrectly. We have more clubs that are more affordable and more convenient than ever. Yet the total number of people who exercise, as a percentage of the population, hasn’t really changed.

I’d argue that it’s our message. Let’s get real for a second. When I read that exercise will make me healthier and happier, I have no idea what that actually means. It’s too big. There’s no immediacy.

However, if I saw something that said: “Work out today so you can eat a bigger dinner without having to buy larger clothes” – that speaks to me. What I’m saying is, it’s okay to think globally (big), but you should act locally (small).

The full article is available to read at http://lei.sr?a=A5w1m

In a study among US students, simple messages were most effective in prompting healthier lunch choices / photo: www.shutterstock.com/Lucky Business
In a study among US students, simple messages were most effective in prompting healthier lunch choices / photo: www.shutterstock.com/Lucky Business

Ask the experts: Targeting different demographics through mass marketing

What are the best ways to target different demographics and mass market to them more effectively? Tracey Bourdon, head marketing coach for Susan K Bailey Marketing & Design, offers her insight on this topic:

Tracey Bourdon
Tracey Bourdon
Tracey Bourdon,

Head Marketing Coach,

Susan K Bailey Marketing & Design


What are the best ways to target different demographics and mass market to them more effectively? Tracey Bourdon, head marketing coach for Susan K Bailey Marketing & Design, offers her insight on this topic:

“First, solicit the help of a full-service marketing agency that can identify where your current members reside and the demographic profile of those neighbourhoods. This should help you identify ‘like’ populations that would be good prospects for club membership.

“Second, ask for a search of local residents who meet whatever demographic profile you determine is a great target – for example, homes with children aged five to 13 years, or women in the household with incomes over US$70,000. This is invaluable information, as it allows you to precisely market to only those households that meet your criteria.

“Finally, use a variety of marketing tools such as email, guerilla material, Facebook and other social media to spread the word about your promotions and programming. Engage your members in sharing the word about your club and leverage the power of your happy members. Testimonials are still the best form of advertising.

“Always keep in mind that people don’t buy fitness. People buy what fitness can do for them. Your advertising must appeal to a need or desire.”

Read more answers to this question at www.ihrsa.org/industryleader

Leverage the marketing power of happy members / photo: www.shutterstock.com/Dean Drobot
Leverage the marketing power of happy members / photo: www.shutterstock.com/Dean Drobot

About IHRSA

Founded in 1981, 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 a quality IHRSA club at www.healthclubs.com

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
https://www.leisureopportunities.co.uk/images/HCM2013_10IHSRA.gif
Co-founder of Motionsoft, Hossein Noshirvani, considers whether industry messages on exercise are too broad for consumers to digest
Hossein Noshirvani,messaging, communication, retention, NPS, canfitpro, marketing, cardiac arrest
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 ...
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Nadine Dorries has replaced Oliver Dowden as the Secretary of State for Digital, Media, Culture ...
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In a major move against the gym market, Apple has revealed a number of upgrades ...
Featured supplier news
Featured supplier news: Shipping gym equipment from Europe to the UK
Despite the Prime Minister’s claims that trade with the EU would be tariff-free post-Brexit, the reality has become very different when importing gym equipment from the EU.
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: Precor
Precor has been a pioneer in delivering fitness experiences for commercial customers for more than ...
Company profiles
Company profile: Orbit4
Orbit4 is the umbrella brand for FitnessCompared, FitnessFinance, WeServiceGymEquipment and WeBuyGymEquipment....
Supplier Showcases
Supplier showcase - Gympass
Catalogue Gallery
Click on a catalogue to view it online
Directory
Fitness equipment
Precor: Fitness equipment
Red Light Therapy
 Red Light Rising: Red Light Therapy
Wearable technology solutions
MyZone: Wearable technology solutions
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Skincare
Sothys: Skincare
Exercise equipment
Pendex Fisio S.L.: Exercise equipment
Salt therapy products
Saltability: Salt therapy products
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
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
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