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fibodo Limited
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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

Insight: Rapid response

Professional mystery shopping outfit, Proinsight, set its shoppers the task of evaluating a range of online workouts to see how they measured up. David Hopkins reports

Published in Health Club Management 2020 issue 7
Mystery shoppers tested 50 online fitness classes / Gorodenkoff/shutterstock
Mystery shoppers tested 50 online fitness classes / Gorodenkoff/shutterstock
Two operators scored over 90% for their online workouts – BOX12 and David Lloyd Leisure

When the lockdown was announced on the 20th March 2020, the stark reality of freezing 10.4m gym memberships hit home to fitness operators everywhere. The immediate question was, how could the sector – which is so crucial to so many people – stay relevant with the doors shut?

Almost without missing a beat, many operators started up a programme of online classes. Luckily for them a lot of their younger staff are digital natives and understood how they consume content. What followed was an object lesson in rolling up your sleeves and getting on with it, with the majority pivoting to digital.

Hatching a plan
After the initial shock of having to manage the lockdown of my own business had passed, my colleagues put forward the idea of mystery shopping the wide range of new digital workouts that were coming to market.

We realised we had a unique opportunity to ‘live test’ the response of the industry and to gauge how customers were feeling to capture this moment in time and learn from it, so that we had insights to share.

We all wanted to keep fit during lockdown, so it was logical for us to tackle online workouts and at the same time, generate information that would be of use to our clients and to the the wider health and fitness sector.

Our report on how the market reacted – The quickest pivot in business? – is aptly named – we were astonished at how quickly health club operators responded and ultimately, we were able to test 50 classes in all.

Before we started mystery shopping, we evaluated the digital landscape for the industry prior to COVID-19, so we could make comparisons. Before lockdown, there was a lot of content freely available, mainly on YouTube and Facebook, while some of the better-known brands in the sector offered paid subscriptions. However, within our large client base of operators, the provision of remote or online classes was either a long way down the development pipeline or just not considered a realistic part of the strategy, making the speed of the pivot even more astonishing.

About the mystery shops
One of the company benefits we offer to our mystery shoppers is a free Myzone belt and this proved to be very helpful in our quest to understanding the digital offerings we were going to be testing.

Our mystery shop of online classes covered things such as class instruction and provision – in the same way we do with on-site classes, but with the addition of obvious questions about getting online. There were also a number of Myzone-related questions which were developed in collaboration with the team there.

When it came to choosing operators to mystery shop, there were two caveats, they had to be offering their own original content and it had to be either free for our mystery shopper or they had to already have a membership with that health club brand.

Getting down to it
Four mystery shoppers were used, to help with consistency – three men and one woman. All were young, were experienced fitness class users and they each wore a Myzone belt for every class.

Out of the 50 operators we mystery shopped, 17 had the Myzone system. All the classes tested were either HIIT, boxing, circuits or body weight training and all were booked using the means available to general consumers.

The biggest section in the mystery shopping process related to the instructor and we can see now how important this is from the Joe Wicks phenomenon; Wicks has a natural warmth and inclusive style that comes down the line, straight to the person doing the class and really resonates with people.

How instructors performed
Their engagement scores were high, but there were also areas for improvement and it was clear more can be done to improve instructor orientation with digital.

Some were not briefed up to prompt on technique or to share information about the muscle groups being used, while others missed opportunities to extend the connection with consumers by giving shout outs or inviting them to attend future classes. Many did not invite consumers share their experience on social media.

If operators are to develop a hybrid offering that includes digital classes alongside their in-house classes, there is a need to review, learn and look at the specialist skills set required by the new breed of instructors that will be involved in delivering the online classes.

Lockdown made finding professional environments to film in a difficult challenge for operators. Going forward it would be advisable to consider some basic guidelines about audio, lighting, branded clothing and clean and tidy spaces. The branding of these classes represents a huge opportunity to cement identify with new customers.

Before I go into the detail about overall performance, some honourable mentions: Two operators scored over 90 per cent – BOX12 and David Lloyd Leisure – both performed well across the five sections tested. For context, the average score was 62 per cent across the 50 operators. Third place was tied between Myzone’s own virtual classes and Rowbots, both on 87.8 per cent.

The first key finding is one that relates to the inclusion of the Myzone technology in the process. The mystery shoppers wore their belts for every class, not just for the 17 operators that utilise Myzone in their programmes.

This turned out to be an inspired move, as it allowed comparison of class intensity using hourly averages in three key metrics; Myzone MEPs, heart rate increase and calories burned. This protocol was underpinned by checking the resting heart rate for comparison.

We found a correlation between mystery shopper score and the intensity of the class. Classes in the top quartile had an average intensity of 198 MEPs per hour, while those in the bottom quartile were 142 MEPs per hour.

The same applied for average heart rate increases and calories burned, with top quartile classes displaying, on average uplift of +16 bpm and +161 more calories burned when compared with the other classes.

What does this mean? Do well-run classes achieve more for the consumer by giving them the results they want? It looks that way from our findings, although more data would be welcome to test this hypothesis further and to extend into other types of user groups.

Another key finding relates to the thorny issue of payment for online content. As referenced, there was a lot of free content available and produced by instructors and brands from around the globe. You can do a HIIT class with a funky New York instructor, or a yoga class with a yogi based in India, all at the click of a button.

Results were valued
Shoppers said they would pay more for classes they felt they were getting more out of – those of higher intensity.

The average our shoppers were willing to pay for content was £15 per month. For the better-scoring classes in the top quartile, the shoppers were – on average – willing to pay £4.73 more per month than for those in the bottom quartile.

What can we draw from these initial findings? First that we need more hard data on how customers are feeling about online classes, as this survey did not check every class type, workout type or consumer type.

There are many more questions to be answered: Does a pre-recorded library of content fulfil members’ needs, or do they crave the interaction provided by live broadcasts? Do consumers see digital as a part of their ongoing health and fitness journey, beyond lockdown? How should operators position their online offering – as a pure retention tool, or as a commercial proposition? Should operators train staff to become superstars, or should they revert to using third party providers?

We don’t have all the answers, but we’re committed to supporting the industry on the new path to normality.

● You can access the report in full here: www.HCMmag.com/mysteryshop

Insights
David Hopkins, Proinsight

Most popular day: Monday

Least popular day: Tuesday

Instructor acknowledged user: 80%

Average class duration: 30 minutes

Highlighted health & safety: 62%

Classes started late: 25%

Most popular channel: Facebook

Average classes offered per week: 15

The results showed a direct correlation between mystery shopper score and the intensity of the class
Source: Proinsight
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Sweat sells – higher heart rates correlated with stronger mystery shopper scores / Gorodenkoff/shutterstock
Sweat sells – higher heart rates correlated with stronger mystery shopper scores / Gorodenkoff/shutterstock
https://www.leisureopportunities.co.uk/images/2020/543461_815003.jpg
Proinsight has mystery shopped and reported on 50 online workouts. We take a look at what they found...
Proinsight, David Hopkins, mystery shopping, digital fitness, digitl workouts,covid-19, lockdown
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feature
Wattbike’s lead sport scientist Eddie Fletcher discusses the importance of health assessments, changes in consumer behaviour post-lockdown and the latest UK government strategy
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Talking point
Gym operators in the UK can now open on the high street, without planning permission, thanks to changes in legislation. What impact will this have on the industry? Kath Hudson reports
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The hard work is paying off and we’re earning a reputation for safe operations. Now it’s time to tackle the next set of challenges – increasing capacity, yield and memberships, deepening engagement and rebuilding profits says liz Terry
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Write to reply
Fuel the debate about issues and opportunities across the industry. We’d love to hear from you – email: [email protected]
Features
Latest News
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Opinion
promotion
In a post-Covid world, member experience is more important than ever before. Your customers’ expectations have been heightened as the coronavirus continues to dominate our everyday lives.
Opinion: Why member experience is more important now than ever before
Opinion
promotion
Our world has changed since March and together, we are learning and adapting to how this sector can continue to thrive in this COVID conscious world.
Opinion: Why fitness clubs and facilities need to evolve in a COVID-conscious world
Featured supplier news
Featured supplier: Gympass sees success after pivoting to digital
As the COVID-19 lockdown forced the temporary closure of businesses across the country, the outlook for companies supplying services to corporate partners looked precarious.
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Featured supplier: Cryotherapy specialists, L&R Kältetechnik, launch new artofcryo.com division
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Video Gallery
Freemotion FUSION Team Training
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More videos:
Company profiles
Company profile: TVS Group
The TVS Group supply and install sports and fitness flooring to a wide range of ...
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Company profile: Les Mills UK
Committed to creating a fitter planet, Les Mills UK works with clubs and instructors to ...
Supplier Showcases
Supplier showcase - Digital gym floor
Catalogue Gallery
Click on a catalogue to view it online
Directory
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Gym flooring
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Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Fitness equipment
TRX Training: Fitness equipment
Locking solutions
Monster Padlocks: Locking solutions
Property & Tenders
11 - 25 Union St, London SE1 1SD
Bankside Open Spaces Trust
Property & Tenders
Waltham Abbey, Essex
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
03-06 Nov 2020
Online,
Diary dates
12 Nov 2020
Virtual, United States
Diary dates
17 Nov 2020
Loughborough University, Loughborough, United Kingdom
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
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03-03 Dec 2020
Virtual,
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08-09 Dec 2020
Raffles City Convention Centre, Singapore, Singapore
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02-04 Feb 2021
Ericsson Exhibition Hall, Ricoh Arena, Coventry, United Kingdom
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23-26 Feb 2021
IFEMA, Madrid, Spain
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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

Insight: Rapid response

Professional mystery shopping outfit, Proinsight, set its shoppers the task of evaluating a range of online workouts to see how they measured up. David Hopkins reports

Published in Health Club Management 2020 issue 7
Mystery shoppers tested 50 online fitness classes / Gorodenkoff/shutterstock
Mystery shoppers tested 50 online fitness classes / Gorodenkoff/shutterstock
Two operators scored over 90% for their online workouts – BOX12 and David Lloyd Leisure

When the lockdown was announced on the 20th March 2020, the stark reality of freezing 10.4m gym memberships hit home to fitness operators everywhere. The immediate question was, how could the sector – which is so crucial to so many people – stay relevant with the doors shut?

Almost without missing a beat, many operators started up a programme of online classes. Luckily for them a lot of their younger staff are digital natives and understood how they consume content. What followed was an object lesson in rolling up your sleeves and getting on with it, with the majority pivoting to digital.

Hatching a plan
After the initial shock of having to manage the lockdown of my own business had passed, my colleagues put forward the idea of mystery shopping the wide range of new digital workouts that were coming to market.

We realised we had a unique opportunity to ‘live test’ the response of the industry and to gauge how customers were feeling to capture this moment in time and learn from it, so that we had insights to share.

We all wanted to keep fit during lockdown, so it was logical for us to tackle online workouts and at the same time, generate information that would be of use to our clients and to the the wider health and fitness sector.

Our report on how the market reacted – The quickest pivot in business? – is aptly named – we were astonished at how quickly health club operators responded and ultimately, we were able to test 50 classes in all.

Before we started mystery shopping, we evaluated the digital landscape for the industry prior to COVID-19, so we could make comparisons. Before lockdown, there was a lot of content freely available, mainly on YouTube and Facebook, while some of the better-known brands in the sector offered paid subscriptions. However, within our large client base of operators, the provision of remote or online classes was either a long way down the development pipeline or just not considered a realistic part of the strategy, making the speed of the pivot even more astonishing.

About the mystery shops
One of the company benefits we offer to our mystery shoppers is a free Myzone belt and this proved to be very helpful in our quest to understanding the digital offerings we were going to be testing.

Our mystery shop of online classes covered things such as class instruction and provision – in the same way we do with on-site classes, but with the addition of obvious questions about getting online. There were also a number of Myzone-related questions which were developed in collaboration with the team there.

When it came to choosing operators to mystery shop, there were two caveats, they had to be offering their own original content and it had to be either free for our mystery shopper or they had to already have a membership with that health club brand.

Getting down to it
Four mystery shoppers were used, to help with consistency – three men and one woman. All were young, were experienced fitness class users and they each wore a Myzone belt for every class.

Out of the 50 operators we mystery shopped, 17 had the Myzone system. All the classes tested were either HIIT, boxing, circuits or body weight training and all were booked using the means available to general consumers.

The biggest section in the mystery shopping process related to the instructor and we can see now how important this is from the Joe Wicks phenomenon; Wicks has a natural warmth and inclusive style that comes down the line, straight to the person doing the class and really resonates with people.

How instructors performed
Their engagement scores were high, but there were also areas for improvement and it was clear more can be done to improve instructor orientation with digital.

Some were not briefed up to prompt on technique or to share information about the muscle groups being used, while others missed opportunities to extend the connection with consumers by giving shout outs or inviting them to attend future classes. Many did not invite consumers share their experience on social media.

If operators are to develop a hybrid offering that includes digital classes alongside their in-house classes, there is a need to review, learn and look at the specialist skills set required by the new breed of instructors that will be involved in delivering the online classes.

Lockdown made finding professional environments to film in a difficult challenge for operators. Going forward it would be advisable to consider some basic guidelines about audio, lighting, branded clothing and clean and tidy spaces. The branding of these classes represents a huge opportunity to cement identify with new customers.

Before I go into the detail about overall performance, some honourable mentions: Two operators scored over 90 per cent – BOX12 and David Lloyd Leisure – both performed well across the five sections tested. For context, the average score was 62 per cent across the 50 operators. Third place was tied between Myzone’s own virtual classes and Rowbots, both on 87.8 per cent.

The first key finding is one that relates to the inclusion of the Myzone technology in the process. The mystery shoppers wore their belts for every class, not just for the 17 operators that utilise Myzone in their programmes.

This turned out to be an inspired move, as it allowed comparison of class intensity using hourly averages in three key metrics; Myzone MEPs, heart rate increase and calories burned. This protocol was underpinned by checking the resting heart rate for comparison.

We found a correlation between mystery shopper score and the intensity of the class. Classes in the top quartile had an average intensity of 198 MEPs per hour, while those in the bottom quartile were 142 MEPs per hour.

The same applied for average heart rate increases and calories burned, with top quartile classes displaying, on average uplift of +16 bpm and +161 more calories burned when compared with the other classes.

What does this mean? Do well-run classes achieve more for the consumer by giving them the results they want? It looks that way from our findings, although more data would be welcome to test this hypothesis further and to extend into other types of user groups.

Another key finding relates to the thorny issue of payment for online content. As referenced, there was a lot of free content available and produced by instructors and brands from around the globe. You can do a HIIT class with a funky New York instructor, or a yoga class with a yogi based in India, all at the click of a button.

Results were valued
Shoppers said they would pay more for classes they felt they were getting more out of – those of higher intensity.

The average our shoppers were willing to pay for content was £15 per month. For the better-scoring classes in the top quartile, the shoppers were – on average – willing to pay £4.73 more per month than for those in the bottom quartile.

What can we draw from these initial findings? First that we need more hard data on how customers are feeling about online classes, as this survey did not check every class type, workout type or consumer type.

There are many more questions to be answered: Does a pre-recorded library of content fulfil members’ needs, or do they crave the interaction provided by live broadcasts? Do consumers see digital as a part of their ongoing health and fitness journey, beyond lockdown? How should operators position their online offering – as a pure retention tool, or as a commercial proposition? Should operators train staff to become superstars, or should they revert to using third party providers?

We don’t have all the answers, but we’re committed to supporting the industry on the new path to normality.

● You can access the report in full here: www.HCMmag.com/mysteryshop

Insights
David Hopkins, Proinsight

Most popular day: Monday

Least popular day: Tuesday

Instructor acknowledged user: 80%

Average class duration: 30 minutes

Highlighted health & safety: 62%

Classes started late: 25%

Most popular channel: Facebook

Average classes offered per week: 15

The results showed a direct correlation between mystery shopper score and the intensity of the class
Source: Proinsight
Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Sweat sells – higher heart rates correlated with stronger mystery shopper scores / Gorodenkoff/shutterstock
Sweat sells – higher heart rates correlated with stronger mystery shopper scores / Gorodenkoff/shutterstock
https://www.leisureopportunities.co.uk/images/2020/543461_815003.jpg
Proinsight has mystery shopped and reported on 50 online workouts. We take a look at what they found...
Proinsight, David Hopkins, mystery shopping, digital fitness, digitl workouts,covid-19, lockdown
Latest News
Gyms in Liverpool,UK, have been given the go-ahead to reopen, following a dramatic week of ...
Latest News
Be Military Fit (BMF) has completed a restructuring project, designed to transform the outdoor fitness ...
Latest News
Rod Hill, former president of TRIB3 and director general of Anytime Fitness Iberia, has signed ...
Latest News
Persistent and rising levels of lifestyle disease across the world have exacerbated the effects of ...
Latest News
Customer experience software provider, AskNicely, has announced it will host a new virtual event called ...
Latest News
In breaking news, HCM understands the UK government has removed gyms and fitness facilities from ...
Latest News
Globally, gyms have, on average, seen nearly 70 per cent of their pre-lockdown members return ...
Latest News
A UK government U-turn – just announced – will see gyms and leisure centres staying open ...
Latest News
"Dozens" of gyms in Liverpool, UK, have defied the government and stayed open for business ...
Latest News
The UK government is likely to face legal challenges from gym operators following the revelation ...
Latest News
Gym and health club operators with sites in Liverpool, UK, have been left "astounded" at ...
Opinion
promotion
In a post-Covid world, member experience is more important than ever before. Your customers’ expectations have been heightened as the coronavirus continues to dominate our everyday lives.
Opinion: Why member experience is more important now than ever before
Opinion
promotion
Our world has changed since March and together, we are learning and adapting to how this sector can continue to thrive in this COVID conscious world.
Opinion: Why fitness clubs and facilities need to evolve in a COVID-conscious world
Featured supplier news
Featured supplier: Gympass sees success after pivoting to digital
As the COVID-19 lockdown forced the temporary closure of businesses across the country, the outlook for companies supplying services to corporate partners looked precarious.
Featured supplier news
Featured supplier: Cryotherapy specialists, L&R Kältetechnik, launch new artofcryo.com division
L&R Kältetechnik has launched a new division, named artofcryo.com, after 30 years’ experience with -110 °C electrical solutions.
Video Gallery
Freemotion FUSION Team Training
FreeMotion Fitness
The High-Intensity Cardio-Strength Training. Read more
More videos:
Company profiles
Company profile: TVS Group
The TVS Group supply and install sports and fitness flooring to a wide range of ...
Company profiles
Company profile: Les Mills UK
Committed to creating a fitter planet, Les Mills UK works with clubs and instructors to ...
Supplier Showcases
Supplier showcase - Digital gym floor
Catalogue Gallery
Click on a catalogue to view it online
Directory
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Direct debit solutions
Harlands Group: Direct debit solutions
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Design consultants
Zynk Design Consultants: Design consultants
Trade associations
International SPA Association - iSPA: Trade associations
Fitness Software
FunXtion International BV: Fitness Software
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Fitness equipment
TRX Training: Fitness equipment
Locking solutions
Monster Padlocks: Locking solutions
Property & Tenders
11 - 25 Union St, London SE1 1SD
Bankside Open Spaces Trust
Property & Tenders
Waltham Abbey, Essex
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
03-06 Nov 2020
Online,
Diary dates
12 Nov 2020
Virtual, United States
Diary dates
17 Nov 2020
Loughborough University, Loughborough, United Kingdom
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
03-03 Dec 2020
Virtual,
Diary dates
08-09 Dec 2020
Raffles City Convention Centre, Singapore, Singapore
Diary dates
02-04 Feb 2021
Ericsson Exhibition Hall, Ricoh Arena, Coventry, 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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