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Health Club Management

Health Club Management

features

Promotional feature: Myzone

Now in its eighth year, Myzone has established itself as a key player in the fitness industry. We chat to Myzone's global marketing director, Gemma Bonnett-Kolakowska, about how the brand continues to develop and evolve

Published in Health Club Management 2019 issue 9

What stage is Myzone at now?
Myzone is growing up and maturing! Marketing has been the biggest recent focus for us, and we have done a great deal of work in-house to take the business to the next level, which will see further expansion and increased engagement with consumers. Although Myzone is Dave Wright’s baby and he is as involved as he's ever been, he has now appointed a senior management team to help move the company forward.

The growth of the business has been phenomenal and we're growing significantly year on year. We’re now in 64 countries, translated into 19 languages and in 7,000 clubs globally. We've sold more than one million belts, excluding those sold directly to consumers. In 2018, 29 million workouts were completed and 4.5 billion MEPs were recorded.

How have you succeeded in getting such a broad global spread?
We have dramatically ramped up the marketing and we've developed great partnerships with distributors in other regions. EMEA is a big current focus for us, and former ukactive CEO Dave Stalker has been appointed to drive growth in this region. Asia Pacific is another area in which we are focusing our efforts – both regions have massive growth potential.

You were brought on board two years ago to reset the marketing strategy. What's your background?
I'd known Dave Wright for almost 20 years before I joined the company and I had a lot of operational experience. I started off working in corporate fitness in London, before joining Next Generation and then nine years with local authority clubs, before moving into consultancy with Leisure-net Solutions. Prior to Dave approaching me to join Myzone, I had been with Matrix, first helping them to reposition the brand in the UK and then as director of strategic marketing for EMEA.

What was your first task at Myzone?
I wanted to find out how the brand’s messaging and imagery was perceived by the industry and whether Dave’s vision – of motivation, gamification and making people feel good about exercise – had been embedded in the culture of the company and understood by the industry.

I found that sometimes the message was inconsistent and there was a bit of disconnect. Myzone was known more for the product than the brand, and we wanted to make the brand – its message and personality – crystal clear.

Firstly, we reset the marketing pillars to ensure the message, purpose and personality were aligned, then we redesigned the logo, sharpening up the font and the pantones. We changed the case from upper to lower – people know Myzone, so we don’t need to shout anymore. Then we overhauled the image and video library, creating a massive resource for both operators, trainers and end users, so they all fully understand the potential of Myzone and how it can work for them, as well as how they can create their own content from templates.

Further to this, we redesigned the website and reset our inbound digital and marketing strategies, creating additional roles. We now have someone focused on social media, as well as for lead capture.

Going forward, our next area of work will be to extend our app so that we can improve communication with the end user. We are looking to educate and engage directly with them, because if we can motivate them this will make them continue to exercise and therefore keep them a member of their health club.

Further to this, we will also be fine tuning our digital and social media marketing platforms. All of the foundations are now in place, the next stage is to build on them for further growth, and we've agreed milestones and targets of where we want to be.

We've gone from a start-up to an established company which has been strategised in a thoughtful, pro-active way and we have very clear milestones in mind, and avenues of how to get there.

What's next for Myzone?
We want as many people using it as possible, both in and outside of clubs and to keep engaging and motivating more people. We’re well placed to do this; wearables are still the ACSM’s number one trend and heart rate monitors are the fastest growing technological device. There are so many opportunities to engage more people – in the workplace and schools – and break down the barriers to exercising at clubs.

Do you have any insights on how operators can achieve greater penetration?
I think many operators are very focused on membership sales figures. They need to refine their purpose and consider what they want people to feel when they enter the club, with a focus on quality, experience and differentiation of the offering. The fitness market is changing and operators need to operate as a business, looking at all business aspects, not just membership figures.

TEL: +44 (0) 115 777 3333

EMAIL: [email protected]

WEB: www.myzone.org

The company has recently undergone a marketing overhaul, to ensure the industry has a clear understanding of the brand's personality and message
The company has recently undergone a marketing overhaul, to ensure the industry has a clear understanding of the brand's personality and message
Myzone launched at IHRSA in 2011 and was fully activated by 2012. The product is now in 64 countries and 7,000 clubs globally
Myzone launched at IHRSA in 2011 and was fully activated by 2012. The product is now in 64 countries and 7,000 clubs globally
Myzone's aim is to continue to engage more people, particularly in untapped areas like the workplace and schools
Myzone's aim is to continue to engage more people, particularly in untapped areas like the workplace and schools
http://www.leisureopportunities.com/images/imagesX/265726_787896.jpg
After 8 years, Myzone is now in 64 countries and 7,000 clubs globally. HCM speaks to Gemma Bonnett-Kolakowska, Myzone's Global Marketing director, about their journey and what's next.
Myzone, Gemma Bonnett-Kolakowska, Global Marketing Director,,Myzone, Gemma Bonnett-Kolakowska, Global Marketing Director, Fitness
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Features
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Premier Global NASM has restructured its education offering to create new career pathways to help personal trainers and individuals entering the sector navigate their way to career success. Dan Rees explains the rationale
Features
Coronavirus
As clubs were ordered to close, one logical response was to freeze memberships, despite the financial difficulties it would cause. However, many operators found their community was willing to support them, as Kath Hudson reports
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It’s easy to get stuck in a functional rut, relying on the same old burpees and ball slams. We ask for inspiration on how to put the fun back into functional training
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Myzone’s Tamara Bailey says finding a way through the coronavirus crisis will mean taking an honest look at how successful your member engagement really is
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Coronavirus
While Europe and the US are in the thick of coronavirus shutdowns, health clubs in China are starting to reopen. Jak Phillips examines how three Chinese operators tackled the challenge of the pandemic and came out ahead
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Innovation
With members stuck at home, now’s the perfect time to plan some cost-effective upgrades to your clubs. Suppliers explain how a flooring refresh could help attract members back in-club as the pandemic eases
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Coronavirus
The coronavirus pandemic has inspired a huge pivot to digital right across the industry, from sole traders to large chains and trusts. Kath Hudson looks at some of the offerings pulled together in lightning fast time to keep members active and sane
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David Lloyd Leisure (DLL) has reopened 50 of its clubs for socially distanced outdoor exercise. ...
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There is no escaping the fact that we are operating in extraordinary times. Our physical health clubs, gyms and studios are closed and we’re trying to keep our membership engaged, fit and healthy via online and digital training.
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Finally, the time has come: fitness and health facilities around the globe are gradually resuming operations.
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Improve your training experience. All your data in a single app. Read more
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    features

    Promotional feature: Myzone

    Now in its eighth year, Myzone has established itself as a key player in the fitness industry. We chat to Myzone's global marketing director, Gemma Bonnett-Kolakowska, about how the brand continues to develop and evolve

    Published in Health Club Management 2019 issue 9

    What stage is Myzone at now?
    Myzone is growing up and maturing! Marketing has been the biggest recent focus for us, and we have done a great deal of work in-house to take the business to the next level, which will see further expansion and increased engagement with consumers. Although Myzone is Dave Wright’s baby and he is as involved as he's ever been, he has now appointed a senior management team to help move the company forward.

    The growth of the business has been phenomenal and we're growing significantly year on year. We’re now in 64 countries, translated into 19 languages and in 7,000 clubs globally. We've sold more than one million belts, excluding those sold directly to consumers. In 2018, 29 million workouts were completed and 4.5 billion MEPs were recorded.

    How have you succeeded in getting such a broad global spread?
    We have dramatically ramped up the marketing and we've developed great partnerships with distributors in other regions. EMEA is a big current focus for us, and former ukactive CEO Dave Stalker has been appointed to drive growth in this region. Asia Pacific is another area in which we are focusing our efforts – both regions have massive growth potential.

    You were brought on board two years ago to reset the marketing strategy. What's your background?
    I'd known Dave Wright for almost 20 years before I joined the company and I had a lot of operational experience. I started off working in corporate fitness in London, before joining Next Generation and then nine years with local authority clubs, before moving into consultancy with Leisure-net Solutions. Prior to Dave approaching me to join Myzone, I had been with Matrix, first helping them to reposition the brand in the UK and then as director of strategic marketing for EMEA.

    What was your first task at Myzone?
    I wanted to find out how the brand’s messaging and imagery was perceived by the industry and whether Dave’s vision – of motivation, gamification and making people feel good about exercise – had been embedded in the culture of the company and understood by the industry.

    I found that sometimes the message was inconsistent and there was a bit of disconnect. Myzone was known more for the product than the brand, and we wanted to make the brand – its message and personality – crystal clear.

    Firstly, we reset the marketing pillars to ensure the message, purpose and personality were aligned, then we redesigned the logo, sharpening up the font and the pantones. We changed the case from upper to lower – people know Myzone, so we don’t need to shout anymore. Then we overhauled the image and video library, creating a massive resource for both operators, trainers and end users, so they all fully understand the potential of Myzone and how it can work for them, as well as how they can create their own content from templates.

    Further to this, we redesigned the website and reset our inbound digital and marketing strategies, creating additional roles. We now have someone focused on social media, as well as for lead capture.

    Going forward, our next area of work will be to extend our app so that we can improve communication with the end user. We are looking to educate and engage directly with them, because if we can motivate them this will make them continue to exercise and therefore keep them a member of their health club.

    Further to this, we will also be fine tuning our digital and social media marketing platforms. All of the foundations are now in place, the next stage is to build on them for further growth, and we've agreed milestones and targets of where we want to be.

    We've gone from a start-up to an established company which has been strategised in a thoughtful, pro-active way and we have very clear milestones in mind, and avenues of how to get there.

    What's next for Myzone?
    We want as many people using it as possible, both in and outside of clubs and to keep engaging and motivating more people. We’re well placed to do this; wearables are still the ACSM’s number one trend and heart rate monitors are the fastest growing technological device. There are so many opportunities to engage more people – in the workplace and schools – and break down the barriers to exercising at clubs.

    Do you have any insights on how operators can achieve greater penetration?
    I think many operators are very focused on membership sales figures. They need to refine their purpose and consider what they want people to feel when they enter the club, with a focus on quality, experience and differentiation of the offering. The fitness market is changing and operators need to operate as a business, looking at all business aspects, not just membership figures.

    TEL: +44 (0) 115 777 3333

    EMAIL: [email protected]

    WEB: www.myzone.org

    The company has recently undergone a marketing overhaul, to ensure the industry has a clear understanding of the brand's personality and message
    The company has recently undergone a marketing overhaul, to ensure the industry has a clear understanding of the brand's personality and message
    Myzone launched at IHRSA in 2011 and was fully activated by 2012. The product is now in 64 countries and 7,000 clubs globally
    Myzone launched at IHRSA in 2011 and was fully activated by 2012. The product is now in 64 countries and 7,000 clubs globally
    Myzone's aim is to continue to engage more people, particularly in untapped areas like the workplace and schools
    Myzone's aim is to continue to engage more people, particularly in untapped areas like the workplace and schools
    http://www.leisureopportunities.com/images/imagesX/265726_787896.jpg
    After 8 years, Myzone is now in 64 countries and 7,000 clubs globally. HCM speaks to Gemma Bonnett-Kolakowska, Myzone's Global Marketing director, about their journey and what's next.
    Myzone, Gemma Bonnett-Kolakowska, Global Marketing Director,,Myzone, Gemma Bonnett-Kolakowska, Global Marketing Director, Fitness
    Latest News
    David Lloyd Leisure (DLL) has reopened 50 of its clubs for socially distanced outdoor exercise. ...
    Latest News
    The Beau Sejour leisure centre on the island of Guernsey has become the first public ...
    Latest News
    Mike Lamb CEO, Asia of Jetts 24 Hour Fitness, which has clubs in south-east Asia, ...
    Latest News
    The varying approaches taken by the UK's four home nations to reopening businesses is creating ...
    Latest News
    DataHub has launched a contact tracking app, specifically designed for the fitness and physical activity ...
    Latest News
    ukactive has questioned the government's decision to make all employers start paying towards the wages ...
    Latest News
    A study on how exercise changes the body at a molecular level has suggested that ...
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    Job search
    POST YOUR JOB
    Opinion
    promotion
    Hedgehog Concept Ltd has developed software that allows its clients to track usage and customer volume on a minute to minute basis.
    Opinion: Is your software fit for COVID-19?
    Featured supplier news
    Featured supplier: What’s your Covid-19 exit strategy? How will you use this time to relaunch your business to thrive, not just survive
    There is no escaping the fact that we are operating in extraordinary times. Our physical health clubs, gyms and studios are closed and we’re trying to keep our membership engaged, fit and healthy via online and digital training.
    Featured supplier news
    Featured supplier: EGYM presents Corona Gym Solution, for the successful re-opening of fitness studios
    Finally, the time has come: fitness and health facilities around the globe are gradually resuming operations.
    Video Gallery
    Technogym mywellness app
    Technogym
    Improve your training experience. All your data in a single app. Read more
    More videos:
      Company profiles
      Company profile: Physical Company Ltd
      Physical Company provides specialist fitness solutions. This includes equipment, flooring, gym design, programming and training ...
      Company profiles
      Company profile: TRIB3 International Ltd
      First established in Sheffield in January 2016 TRIB3 is a bootcamp boutique studio designed to ...
      Catalogue Gallery
      Click on a catalogue to view it online
      Directory
      Management software
      Fisikal: Management software
      Hydrotherapy / spa fragrances
      Kemitron GmbH: Hydrotherapy / spa fragrances
      Gym flooring
      REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
      Lockers/interior design
      Crown Sports Lockers: Lockers/interior design
      Whole body cryotherapy
      Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
      Fitness equipment
      Healthcheck Services Ltd: Fitness equipment
      Skincare
      Sothys: Skincare
      Trade associations
      International SPA Association - iSPA: Trade associations
      Independent service & maintenance
      Servicesport UK Limited: Independent service & maintenance
      Spa software
      SpaBooker: Spa software
      Property & Tenders
      Greywell, Hampshire
      Barnsgrove Health and Wellness Club
      Property & Tenders
      Derby City Council
      Property & Tenders
      Diary dates
      13 Jun 2020
      Worldwide, Various,
      Diary dates
      06-07 Jul 2020
      Eastwood Hall, Nottingham, United Kingdom
      Diary dates
      28-31 Aug 2020
      Expo Centre & Riviera di Rimini, Italy
      Diary dates
      21-24 Sep 2020
      Loews Coronado Bay Resort, Coronado, United States
      Diary dates
      01-02 Oct 2020
      Whittlebury Hall, Whittlebury, United Kingdom
      Diary dates
      11-12 Oct 2020
      ExCeL London, London, United Kingdom
      Diary dates
      17-23 Oct 2020
      Pinggu, Beijing, China
      Diary dates
      27-30 Oct 2020
      Messe Stuttgart, Germany
      Diary dates
      30-31 Oct 2020
      NEC, Birmingham, United Kingdom
      Diary dates
      27-28 Nov 2020
      Athena, Leicester, United Kingdom
      Diary dates
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