Zimmer MedizinSysteme GmbH / icelab
Zimmer MedizinSysteme GmbH / icelab
Zimmer MedizinSysteme GmbH / icelab
Health Club Management

Health Club Management

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Health Club Management

Health Club Management

features

HCM People: Andrew GrillPractical Futurist

Your marketing department will have to start writing ad copy for robots, not for humans. These digital agents will be gatekeepers, a bit like a PA. It’s already happening, so get ahead and start using it

Published in Health Club Management 2019 issue 8
Digital agents will take over the mundane, replicable chores of life, says Grill
Digital agents will take over the mundane, replicable chores of life, says Grill

Practical Futurist Andrew Grill spoke at Technogym’s 2019 Digital Transformation Event recently.

He shares insights with HCM
everyone in this industry wants to improve things for the consumer,” says Andrew Grill. “I’d like you to consider three benefits to embracing digital: efficiency, effectiveness, and disruption. With just a few changes, you can start using digital to create better experiences for customers, so they stick with you longer.”

“Disruption happens when there are profits to be made, when there’s new tech available, and consumer demand forces change,” he says. “Every company needs to disrupt itself if it wants to adapt.”

Live Customers Or Digital Agents?
Our smartphones already know about our preferences and our routines. Grill predicts we’re not far away from having “digital agents” in everyday life.

“Smartphone data plus developments in Artificial Intelligence will lead to the creation of digital agents,” he said. “These will take over the mundane, replicable chores of life. Your customers will soon use digital agents to book classes, or to ask about membership, for example.

“This means your marketing department will have to start writing ad copy for robots, not for humans. Digital agents will be gatekeepers, a bit like a PA. It’s already happening, so get ahead and start using it.”

Big Changes In Data
“Thanks to APIs, we can give other systems access to our data and let them process it. Make sure you can share data with anyone you work with. Do you have an API, and do you ask if partners and suppliers have an API strategy?“

“On the data front, GDPR is forcing us to sift through data to see what is relevant,” he said. “Think about the value exchange – why should customers give you their data? They have to trust you and know you’ll offer them something in return.”

The Customer Journey
“Data is powerful, and the customer knows it,” he says. “They can leave a gym any time, taking their data with them. This gives them the upper hand. Forward thinking facilities will use data to create a consumer experience that keeps people coming back.”

“Operators capture an enviable amount of data, but not everyone knows what to do with it - or even how much they have,” says Grill. “It goes beyond which products are popular, how long people stay, and what time of day different areas of the gym are busy.

“At the end of 2016, Transport for London carried out a trial, tracking travellers’ wifi use on the tube network. In just four weeks, they captured valuable data about journey times, routes, and commuter decisions. What could you learn from analysing wifi use in your facility?”

“A lot of data is proprietary, and you can only access it by asking the customer’s permission,” he explains. “This is a compelling reason for gym owners to buy digital. How can you work with fitness kit, and digital platforms like Technogym mywellness cloud, to access data and make it work for you and your customer?

“The more you can know about your users between gym visits, the more you can give them a reason to stay. Use data to make the entire customer journey work seamlessly, so they have no reason to go anywhere else.

“With a focus on increasing the length of gym memberships, data offers us a powerful way to create personalised customer journeys to extend retention and encourage loyalty.”

Four things to do right now
Andrew Grill’s checklist

1. Digital Diversity
Make sure your business hires people with digital skills at management level. They need a fundamental understanding of how digital can change your business, and can tell you how millennials (and older customers) are thinking about digital innovations.

2. Educate yourself
To get digital, you need to be digital. So get curious about this stuff. Don’t be put off by it. Challenge yourself to learn more about upcoming trends and digital terms, rather than getting scared off by the hype.

3. Data Audit
Data is powerful, and you can probably be making more of it. Understand what data you have, what you need, and what your customers have.

4. Futureproof your business
Make sure you have connectivity between your own systems (apps, fitness platforms, CRM) and those of your partners and suppliers. You need an API for easy data transfer.

Andrew Grill spoke at Technogym’s Digital Transformation Event
Andrew Grill spoke at Technogym’s Digital Transformation Event
Grill said every company needs to disrupt itself if it wants to adapt
Grill said every company needs to disrupt itself if it wants to adapt
http://www.leisureopportunities.com/images/imagesX/69693_460027.jpg
'Your marketing department will have to start writing ad copy for robots, not for humans' – Andrew Grill, a practical futurist, shares his advice on embracing digital
Andrew Grill, Practical Futurist,Andrew Grill, Practical Futurist, Technogym’s Digital Transformation Event,
People
HCM people

Alina & Anna Epeykina

Flexology: co-founders
Realising that people simply didn’t understand how beneficial stretching is for your health, we started thinking about how we could bring stretching to the wellness industry in the UK
People
HCM people

Groupe Arkose

Groupe Arkose: co-founders
Bouldering is more than a trend: it’s fun and healthy, strongly aspirational, easily accessible, highly motivating and promotes social interaction
People
We have a new flagship location in Bangkok called Icon Siam – which is spread over three floors, with an infinity pool and the country’s first dedicated Lagree Pilates studio. We’ve also opened The F Zone in Bangkok, which is a heart rate training, athletic performance club
Features
Corporate wellness
Corporate wellness is getting on to the agenda of a growing number of companies, who appreciate the fact their employees are their number one asset. Kath Hudson reports
Features
Trends
Retreats are where boutique fitness is at in 2020. High-end operators are now designing packages to take their communities to inspiring locations, in order to escape everyday life and immerse themselves in exercise, mindfulness and relaxation. Kath Hudson reports
Features
Running
How many of your members pound the treadmill with poor technique, risking injury and hating every leaden-legged second of it? It doesn’t have to be this way according to Danny Dreyer, founder of ChiRunning, who says he can turn anyone into a runner. Kath Hudson discovers how
Features
feature
We talk to two high-end operators who've established a valuable USP by offering EMS training
Features
Aqua Health
Water-based health and rehab classes have been shown to be a popular and effective way to get inactive people and those with health issues into beneficial physical activity. We find out more from the people and groups leading the way...
Features
Talking point
As we begin a new decade, will boutiques extend beyond the major cities? Will the budget boom continue? How will digital fitness impact the sector? Kath Hudson speaks to some of the industry’s big hitters to find out what 2020 could have in store
Features
Trends
Paul Bedford eases us into the new year with a look at how to tackle the competition
Features
Latest News
Leisure trust 1610 will begin offering DNA testing to members at the leisure centres it ...
Latest News
David Lloyd Clubs has opened a pop-up restaurant in Hackney, London, designed specifically to complement ...
Latest News
Jaguar Land Rover (JLR) is dipping its toe into the wellness tech market with a ...
Latest News
Health-tech brand hero has acquired Revitalise London – a preventative health and vitality specialist – ...
Latest News
Wellness tech platform Mindbody has signed a five-year partnership deal with fitness franchise F45. The ...
Latest News
Luxury resort Coco Bodu Hithi has revealed plans to launch the first "floating yoga studio" ...
Latest News
Tech giant Apple is venturing further into the wellness space by launching a new Apple ...
Latest News
Bells + Whistles have designed a "social wellness club" in Los Angeles that has been ...
Job search
POST YOUR JOB
Featured supplier news
Featured supplier: Staycationers treated to whale of a time at newly expanded W Club
Holiday complex Whalesborough Cottages and Spa in Bude, North Cornwall, has enhanced its visitor experience by expanding its leisure facilities.
Featured supplier news
Featured supplier: WEXO: The definitive cross training solution
A new cross training concept has arrived, offering weightlifting, athletic, metabolic, and functional exercises in a circuit format.
Opinion
promotion
Gyms need to look at ways to deploy technology that helps them engage with customers on a human level. This can be done by encouraging customers to leave as much real-time feedback as possible
Opinion: Customer Feedback: the Good, the Bad and the ‘Could be Improved’ Why health clubs need to take action in 2020 to retain their New Year customers
Video Gallery
How to use the MZ-Bodyscan
MyZone
The Best Product for the Best Clubs 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: Harlands Group
Harlands Group is the leading provider of membership management services to leisure operators, processing over ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Fitness software
Go Do.Fitness: Fitness software
Direct debit solutions
Harlands Group: Direct debit solutions
Professional services
Deloitte UK: Professional services
Audio visual
Hutchison Technologies: Audio visual
Exercise equipment
Eleiko Sport AB: Exercise equipment
Locking solutions
Monster Padlocks: Locking solutions
Lockers/interior design
Fitlockers: Lockers/interior design
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Wearable technology solutions
MyZone: Wearable technology solutions
Property & Tenders
Derby City Council
Property & Tenders
Diary dates
28-30 Jan 2020
Ericsson Exhibition Hall, Ricoh Arena, Coventry, United Kingdom
Diary dates
29-30 Jan 2020
Holiday Inn San Francisco-Golden Gateway, San Francisco, United States
Diary dates
20 Feb 2020
The Old Truman Brewery, London, United Kingdom
Diary dates
23-25 Mar 2020
Hilton, Barcelona, Spain
Diary dates
25 Mar 2020
Executive Boardroom, Middlesex University, London, United Kingdom
Diary dates
25-26 Mar 2020
Eastwood Hall, Nottingham, United Kingdom
Diary dates
26-29 Mar 2020
The Winter Gardens Blackpool, Blackpool , United Kingdom
Diary dates
19-24 Apr 2020
tbc, Beijing, China
Diary dates
04 Jun 2020
Marriott Forest of Arden Hotel & Country Club, Birmingham, United Kingdom
Diary dates
13 Jun 2020
Worldwide, Various,
Diary dates
17-18 Jun 2020
ExCeL London, London, United Kingdom
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
30-31 Oct 2020
NEC, Birmingham, United Kingdom
Diary dates

features

HCM People: Andrew GrillPractical Futurist

Your marketing department will have to start writing ad copy for robots, not for humans. These digital agents will be gatekeepers, a bit like a PA. It’s already happening, so get ahead and start using it

Published in Health Club Management 2019 issue 8
Digital agents will take over the mundane, replicable chores of life, says Grill
Digital agents will take over the mundane, replicable chores of life, says Grill

Practical Futurist Andrew Grill spoke at Technogym’s 2019 Digital Transformation Event recently.

He shares insights with HCM
everyone in this industry wants to improve things for the consumer,” says Andrew Grill. “I’d like you to consider three benefits to embracing digital: efficiency, effectiveness, and disruption. With just a few changes, you can start using digital to create better experiences for customers, so they stick with you longer.”

“Disruption happens when there are profits to be made, when there’s new tech available, and consumer demand forces change,” he says. “Every company needs to disrupt itself if it wants to adapt.”

Live Customers Or Digital Agents?
Our smartphones already know about our preferences and our routines. Grill predicts we’re not far away from having “digital agents” in everyday life.

“Smartphone data plus developments in Artificial Intelligence will lead to the creation of digital agents,” he said. “These will take over the mundane, replicable chores of life. Your customers will soon use digital agents to book classes, or to ask about membership, for example.

“This means your marketing department will have to start writing ad copy for robots, not for humans. Digital agents will be gatekeepers, a bit like a PA. It’s already happening, so get ahead and start using it.”

Big Changes In Data
“Thanks to APIs, we can give other systems access to our data and let them process it. Make sure you can share data with anyone you work with. Do you have an API, and do you ask if partners and suppliers have an API strategy?“

“On the data front, GDPR is forcing us to sift through data to see what is relevant,” he said. “Think about the value exchange – why should customers give you their data? They have to trust you and know you’ll offer them something in return.”

The Customer Journey
“Data is powerful, and the customer knows it,” he says. “They can leave a gym any time, taking their data with them. This gives them the upper hand. Forward thinking facilities will use data to create a consumer experience that keeps people coming back.”

“Operators capture an enviable amount of data, but not everyone knows what to do with it - or even how much they have,” says Grill. “It goes beyond which products are popular, how long people stay, and what time of day different areas of the gym are busy.

“At the end of 2016, Transport for London carried out a trial, tracking travellers’ wifi use on the tube network. In just four weeks, they captured valuable data about journey times, routes, and commuter decisions. What could you learn from analysing wifi use in your facility?”

“A lot of data is proprietary, and you can only access it by asking the customer’s permission,” he explains. “This is a compelling reason for gym owners to buy digital. How can you work with fitness kit, and digital platforms like Technogym mywellness cloud, to access data and make it work for you and your customer?

“The more you can know about your users between gym visits, the more you can give them a reason to stay. Use data to make the entire customer journey work seamlessly, so they have no reason to go anywhere else.

“With a focus on increasing the length of gym memberships, data offers us a powerful way to create personalised customer journeys to extend retention and encourage loyalty.”

Four things to do right now
Andrew Grill’s checklist

1. Digital Diversity
Make sure your business hires people with digital skills at management level. They need a fundamental understanding of how digital can change your business, and can tell you how millennials (and older customers) are thinking about digital innovations.

2. Educate yourself
To get digital, you need to be digital. So get curious about this stuff. Don’t be put off by it. Challenge yourself to learn more about upcoming trends and digital terms, rather than getting scared off by the hype.

3. Data Audit
Data is powerful, and you can probably be making more of it. Understand what data you have, what you need, and what your customers have.

4. Futureproof your business
Make sure you have connectivity between your own systems (apps, fitness platforms, CRM) and those of your partners and suppliers. You need an API for easy data transfer.

Andrew Grill spoke at Technogym’s Digital Transformation Event
Andrew Grill spoke at Technogym’s Digital Transformation Event
Grill said every company needs to disrupt itself if it wants to adapt
Grill said every company needs to disrupt itself if it wants to adapt
http://www.leisureopportunities.com/images/imagesX/69693_460027.jpg
'Your marketing department will have to start writing ad copy for robots, not for humans' – Andrew Grill, a practical futurist, shares his advice on embracing digital
Andrew Grill, Practical Futurist,Andrew Grill, Practical Futurist, Technogym’s Digital Transformation Event,
Latest News
Leisure trust 1610 will begin offering DNA testing to members at the leisure centres it ...
Latest News
David Lloyd Clubs has opened a pop-up restaurant in Hackney, London, designed specifically to complement ...
Latest News
Jaguar Land Rover (JLR) is dipping its toe into the wellness tech market with a ...
Latest News
Health-tech brand hero has acquired Revitalise London – a preventative health and vitality specialist – ...
Latest News
Wellness tech platform Mindbody has signed a five-year partnership deal with fitness franchise F45. The ...
Latest News
Luxury resort Coco Bodu Hithi has revealed plans to launch the first "floating yoga studio" ...
Latest News
Tech giant Apple is venturing further into the wellness space by launching a new Apple ...
Latest News
Bells + Whistles have designed a "social wellness club" in Los Angeles that has been ...
Latest News
Sheffield Hallam University’s Advanced Wellbeing Research Centre (AWRC) will officially open on 24 January. The ...
Latest News
Snap Fitness has made international expansion its priority for 2020, with plans to enter new ...
Latest News
Action PR have created a new studio design for Everyone Active 's Fortis Powered by ...
Job search
POST YOUR JOB
Featured supplier news
Featured supplier: Staycationers treated to whale of a time at newly expanded W Club
Holiday complex Whalesborough Cottages and Spa in Bude, North Cornwall, has enhanced its visitor experience by expanding its leisure facilities.
Featured supplier news
Featured supplier: WEXO: The definitive cross training solution
A new cross training concept has arrived, offering weightlifting, athletic, metabolic, and functional exercises in a circuit format.
Opinion
promotion
Gyms need to look at ways to deploy technology that helps them engage with customers on a human level. This can be done by encouraging customers to leave as much real-time feedback as possible
Opinion: Customer Feedback: the Good, the Bad and the ‘Could be Improved’ Why health clubs need to take action in 2020 to retain their New Year customers
Video Gallery
How to use the MZ-Bodyscan
MyZone
The Best Product for the Best Clubs 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: Harlands Group
Harlands Group is the leading provider of membership management services to leisure operators, processing over ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Fitness software
Go Do.Fitness: Fitness software
Direct debit solutions
Harlands Group: Direct debit solutions
Professional services
Deloitte UK: Professional services
Audio visual
Hutchison Technologies: Audio visual
Exercise equipment
Eleiko Sport AB: Exercise equipment
Locking solutions
Monster Padlocks: Locking solutions
Lockers/interior design
Fitlockers: Lockers/interior design
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Wearable technology solutions
MyZone: Wearable technology solutions
Property & Tenders
Derby City Council
Property & Tenders
Diary dates
28-30 Jan 2020
Ericsson Exhibition Hall, Ricoh Arena, Coventry, United Kingdom
Diary dates
29-30 Jan 2020
Holiday Inn San Francisco-Golden Gateway, San Francisco, United States
Diary dates
20 Feb 2020
The Old Truman Brewery, London, United Kingdom
Diary dates
23-25 Mar 2020
Hilton, Barcelona, Spain
Diary dates
25 Mar 2020
Executive Boardroom, Middlesex University, London, United Kingdom
Diary dates
25-26 Mar 2020
Eastwood Hall, Nottingham, United Kingdom
Diary dates
26-29 Mar 2020
The Winter Gardens Blackpool, Blackpool , United Kingdom
Diary dates
19-24 Apr 2020
tbc, Beijing, China
Diary dates
04 Jun 2020
Marriott Forest of Arden Hotel & Country Club, Birmingham, United Kingdom
Diary dates
13 Jun 2020
Worldwide, Various,
Diary dates
17-18 Jun 2020
ExCeL London, London, United Kingdom
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
30-31 Oct 2020
NEC, Birmingham, United Kingdom
Diary dates
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Zimmer MedizinSysteme GmbH / icelab
Zimmer MedizinSysteme GmbH / icelab