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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

EDITOR'S LETTER: We need to start delivering fitness experiences with a capital E

Welcome to the Health Club Management Handbook 2O16

By Kate Cracknell | Published in Health Club Handbook 2016 issue 1
Kate Cracknell
Health Club Management Handbook
Kate Cracknell Health Club Management Handbook

2016 is shaping up to be a year of exciting opportunities for the fitness sector: new technology will allow operators to reach far beyond the walls of their facilities; social media will continue to spread the fitness word; and new concepts – from boutiques (see p33) to trampolining mega-centres (see p20) – will bring the buzz of exercise to new fan bases.

But behind these trends, subtler shifts in nuance will also have a significant impact on the sector.

One of these is a change in consumer mindset – a new attitude towards fitness – that’s being driven by the Millennial market. This group of consumers expects flexibility, both in how they buy membership and in when/where they work out (see p18 and p22). They also expect personalisation: this is the ‘blue dot’ generation that’s happy to be tracked and to share their data, but you have to make it worth their while (see p13). But perhaps the most exciting opportunity lies in Millennials’ take on status. For this group, status isn’t about possessions – it’s about things they’ve done that they can share on social media (see p17).

For businesses, that means creating unique, engaging, fun experiences that consumers will want to shout about. That should be easier for the fitness sector than for other industries, and there are some great examples out there already – think Color Run, Tough Mudder, CrossFit. But the sector as a whole will need to rethink its approach to customer experience. Just having clean showers and working equipment is no longer enough – we need to get creative and deliver Experience with a capital E.

Kate Cracknell
Health Club Management Handbook
[email protected]
@HealthClubKate

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
https://www.leisureopportunities.co.uk/images/724199_212279.jpg
We need to start delivering fitness experiences with a capital E, says Kate Cracknell
Kate Cracknell, Health Club Management Handbook,Customer experience, flexibility, Millennials, social media, Kate Cracknell
HCM magazine
HCM People

Harry Jameson and Oli Patrick

Co-founders, Future Practice
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This has always been a creative, driven sector, but the pressures of the pandemic have inspired a new outpouring of creativity, leading to the emergence of new models, partnerships and concepts
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We’re different characters and challenge each other, but we appreciate each other and have the same passion and goals
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Sponsored
Technogym’s Biocircuit offers a range of time-controlled and time-free circuits using the Biostrength line, with its Biodrive AI technology, delivering customised workouts
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New opening
Armah Sports has revealed the first B_fit health club – a smart club concept that’s gearing up for the Metaverse with AI, VR, Amazon Alexa and the Internet of Things, as Tom Walker reports
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Promotion
A new app called Trakk, from Pulse Fitness, promises triple benefits to operators, says Chris Johnson
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Insight
Which messaging is most effective at inspiring people to get active and why? Researchers at the University of Waterloo in Canada set out to find out, as Tom Walker reports
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Research
A US study investigating consumer attitudes to gyms, health clubs and studios reveals a new focus on wellness, as well as opportunities for operators to grow their businesses
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Sponsored
Life Fitness is introducing a new range of Hammer Strength anaerobic equipment to complement its legendary strength training range
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Operations
With their dark vibe, pumping music and kit that needs adjusting, indoor cycling classes can be intimidating to the uninitiated. Steph Eaves asks suppliers for their tips on how to encourage beginners into the cycling studio – and keep them coming back
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Latest News
Denmark has been identified as the cheapest country in the world to live a healthy ...
Latest News
Boxx has launched a new generation punch bag and smart punch trackers that work with ...
Latest News
The Global Wellness Institute (GWI) and BBC Storyworks have struck up a partnership to create ...
Latest News
The global wellness economy will grow by 9.9 per cent annually and reach US$7trn by ...
Latest News
Inclusive Fitness Boston, a health club created specifically for those with disabilities and their families, ...
Latest News
The Women in Fitness Association (WIFA), is partnering with Sport Alliance to undertake a survey ...
Latest News
Location and cost are the top considerations for consumers when it comes to choosing a ...
Latest News
Increases in COVID-19 cases across Europe are forcing governments to introduce restrictions, which is having ...
Opinion
promotion
FitnessOnDemand’s divisional vice president Uday Anumalachetty discusses what live fitness really means for clubs and their members today
Opinion: Why we need to reimagine what live fitness really means
Featured supplier news
Featured supplier news: Fives Soccer Centres debuts new ‘personal development’ concepts
Five-a-side soccer operator Fives has unveiled its inaugural Pinnacle Gym and announced the roll-out of its digital football concept, as part of the brand’s drive to bring an ethos of personal development into its centres.
Featured supplier news
Featured supplier news: Hammer Strength just got stronger: Introducing the new HD Performance Trainers
Hammer Strength, the number one brand in performance strength training, is adding to its portfolio of industry-leading machines with the launch of its new anaerobic training line, HD Performance Trainers.
Featured operator news
Featured operator news: Sporting heroes to officially open £22 million redevelopment at Everyone Active centre
A £22 million redevelopment project will be unveiled at Grange Paddocks Leisure Centre, as part of the official launch of the state-of-the-art centre.
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.
Company profiles
Company profile: énergie Fitness
Empowered Brands, owner of the énergie fitness business, has leveraged more than 18 years of ...
Company profiles
Company profile: Freemotion Fitness
With science and innovation at its core, Freemotion questions how we work out and then ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
trade associations
International SPA Association - iSPA: trade associations
Architects/designers
Zynk Design Consultants: Architects/designers
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Wearable technology solutions
MyZone: Wearable technology solutions
Lockers/interior design
Fitlockers: Lockers/interior design
Skincare
Comfort Zone - Davines S.p.A: Skincare
Salt therapy products
Himalayan Source: Salt therapy products
Exercise equipment
Power Plate: Exercise equipment
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Management software
Premier Software Solutions: Management software
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
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

EDITOR'S LETTER: We need to start delivering fitness experiences with a capital E

Welcome to the Health Club Management Handbook 2O16

By Kate Cracknell | Published in Health Club Handbook 2016 issue 1
Kate Cracknell
Health Club Management Handbook
Kate Cracknell Health Club Management Handbook

2016 is shaping up to be a year of exciting opportunities for the fitness sector: new technology will allow operators to reach far beyond the walls of their facilities; social media will continue to spread the fitness word; and new concepts – from boutiques (see p33) to trampolining mega-centres (see p20) – will bring the buzz of exercise to new fan bases.

But behind these trends, subtler shifts in nuance will also have a significant impact on the sector.

One of these is a change in consumer mindset – a new attitude towards fitness – that’s being driven by the Millennial market. This group of consumers expects flexibility, both in how they buy membership and in when/where they work out (see p18 and p22). They also expect personalisation: this is the ‘blue dot’ generation that’s happy to be tracked and to share their data, but you have to make it worth their while (see p13). But perhaps the most exciting opportunity lies in Millennials’ take on status. For this group, status isn’t about possessions – it’s about things they’ve done that they can share on social media (see p17).

For businesses, that means creating unique, engaging, fun experiences that consumers will want to shout about. That should be easier for the fitness sector than for other industries, and there are some great examples out there already – think Color Run, Tough Mudder, CrossFit. But the sector as a whole will need to rethink its approach to customer experience. Just having clean showers and working equipment is no longer enough – we need to get creative and deliver Experience with a capital E.

Kate Cracknell
Health Club Management Handbook
[email protected]
@HealthClubKate

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
https://www.leisureopportunities.co.uk/images/724199_212279.jpg
We need to start delivering fitness experiences with a capital E, says Kate Cracknell
Kate Cracknell, Health Club Management Handbook,Customer experience, flexibility, Millennials, social media, Kate Cracknell
Latest News
Denmark has been identified as the cheapest country in the world to live a healthy ...
Latest News
Boxx has launched a new generation punch bag and smart punch trackers that work with ...
Latest News
The Global Wellness Institute (GWI) and BBC Storyworks have struck up a partnership to create ...
Latest News
The global wellness economy will grow by 9.9 per cent annually and reach US$7trn by ...
Latest News
Inclusive Fitness Boston, a health club created specifically for those with disabilities and their families, ...
Latest News
The Women in Fitness Association (WIFA), is partnering with Sport Alliance to undertake a survey ...
Latest News
Location and cost are the top considerations for consumers when it comes to choosing a ...
Latest News
Increases in COVID-19 cases across Europe are forcing governments to introduce restrictions, which is having ...
Latest News
Exercise has been found to increase levels of endocannabinoids – cannabis-like substances produced by the ...
Latest News
People suffering from mild depression should be offered exercise, mindfulness, therapy or meditation before medication, ...
Latest News
Total Fitness plans to launch a new-style health club model, with plans already in the ...
Opinion
promotion
FitnessOnDemand’s divisional vice president Uday Anumalachetty discusses what live fitness really means for clubs and their members today
Opinion: Why we need to reimagine what live fitness really means
Featured supplier news
Featured supplier news: Fives Soccer Centres debuts new ‘personal development’ concepts
Five-a-side soccer operator Fives has unveiled its inaugural Pinnacle Gym and announced the roll-out of its digital football concept, as part of the brand’s drive to bring an ethos of personal development into its centres.
Featured supplier news
Featured supplier news: Hammer Strength just got stronger: Introducing the new HD Performance Trainers
Hammer Strength, the number one brand in performance strength training, is adding to its portfolio of industry-leading machines with the launch of its new anaerobic training line, HD Performance Trainers.
Featured operator news
Featured operator news: Sporting heroes to officially open £22 million redevelopment at Everyone Active centre
A £22 million redevelopment project will be unveiled at Grange Paddocks Leisure Centre, as part of the official launch of the state-of-the-art centre.
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.
Company profiles
Company profile: énergie Fitness
Empowered Brands, owner of the énergie fitness business, has leveraged more than 18 years of ...
Company profiles
Company profile: Freemotion Fitness
With science and innovation at its core, Freemotion questions how we work out and then ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
trade associations
International SPA Association - iSPA: trade associations
Architects/designers
Zynk Design Consultants: Architects/designers
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Wearable technology solutions
MyZone: Wearable technology solutions
Lockers/interior design
Fitlockers: Lockers/interior design
Skincare
Comfort Zone - Davines S.p.A: Skincare
Salt therapy products
Himalayan Source: Salt therapy products
Exercise equipment
Power Plate: Exercise equipment
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Management software
Premier Software Solutions: Management software
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
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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