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Miha Bodytec GmbH
Miha Bodytec GmbH
Miha Bodytec GmbH
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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Promotional feature: Legend Club Management Systems

Bryan O'Rourke and Legend’s Sean Maguire investigate how the industry is preparing for the next decade of fitness and wellbeing

Published in Health Club Management 2019 issue 11
Sean Maguire (left) and Bryan O'Rourke are preparing for future fitness industry trends
Sean Maguire (left) and Bryan O'Rourke are preparing for future fitness industry trends

The health and fitness industry, although currently booming, is in a crisis of change where key issues are often veiled and hard to recognise. Intense targeting of millennial customers is leading to decreased focus on the customer demographic that still controls the majority of spend.

Diversification and the push from ‘Big Tech’ are squeezing middle-market offerings, with many operators struggling to keep up with the strategic selection of rapidly advancing technology.

Nonetheless, it's technology that is the key to success in this fluid climate. Learning from other sectors, such as retail, the industry must now work together to develop strategies and find partners who can help identify and address potential threats; harness new opportunities, and keep up with the constant development that is presented by new technologies.

According to IHRSA (International Health, Racquet & Sportsclub Association), the US$30bn US health and fitness industry has grown by at least 3-4 per cent annually for the last decade and shows no signs of slowing down. Similarly, the number of fitness facilities in the UK continues to increase, with the country’s health club industry worth an estimated US$5.5bn in 2018.

Despite continued growth, the industry as we've traditionally known it is under threat. Industry 4.0 has arrived and is having a dramatic impact. Networks have driven a 159 per cent increase in remote working over the last 12 years, there’s a rise in virtual communities and wearables now track our daily activity levels and can set personalised challenges.

The prevalence of data generated means we are, both as individuals and as a society, increasingly outcomes-focused.

That change is underway is nothing new. The challenge we must now collectively face is to make the most of opportunities that have opened up. This was the topic of debate on 9th October, when some of the UK fitness and leisure industry’s business leaders gathered to discuss the trends, drivers and opportunities that are currently shaping the future of our market.

Trends
Diversification is arguably one of the most disruptive trends for our industry today. Luxury, boutique and higher-end offerings are expanding, as are the no-frills budget chains – both of which have clearly identified their target demographic and their needs. The more traditional middle-market gym model is squeezed, with delegates understandably conscious that – in many cases – keeping up with the strategic selection and adoption of rapidly advancing technology into the fabric of their operations has been challenging.

At the same time, there's no escaping the push from so-called ‘Big Tech’ into the fitness and wellness space. Amazon, Google and Apple are all actively working on the concept of personalised AI wellness assistants or apps, while platforms such as Peloton are making it compelling to access exercise at home without stepping foot inside a gym.

However, among the rapid change and doubt, an element of reality is needed.

The ‘millennial disruption’ is a case in point. Yes, this is the generation driving apps and the instant gratification culture. But global demographics indicate that populations are ageing and birth rates declining. Baby Boomers’ net value is currently 12 times that of the millennials. The power of the purse will, therefore, continue to lie with this generation, presenting a significant opportunity for operators who are able to tap into the lifestyle and community aspect of their offering for this group.

Think Strategy
Across all industries, the smartest competitors are reinventing their propositions. Retailers are reconceiving the high street, changing their store estate from retail shops to retail destinations backed by strong e-commerce offerings supported by sleek, slick technology. This hybrid model will be a big part of the health, fitness and wellbeing industry’s future.

Innovations such as facial recognition, kiosks, and payment automation – to name but a few – present a real opportunity for greater operational efficiency within the physical health club space, while virtual classes or personal training provide convenience, allowing consumers to exercise where they want, when they want – but still within a defined local and personal community.

It's key that many of our customers value automation and individual outcomes-based exercise experiences, but for others, the human touch that their gym provides remains the most important factor. Understanding different customers’ motivations, what value means to them and redefining our proposition around those customer segments is critical.

With Power comes Responsibility
The newly released 2019 Edelman Trust Barometer revealed that trust has changed profoundly in recent years, with only one in five of us believing that “the system works for them” and public faith in government and the media at an all-time low.

Within this context, how we manage, store, treat and protect our customers’ data, to not only build sets of communities among them, but also to engender long-term loyalty to operators is key. Creating frictionless user experiences while valuing what is human – coaching, group fitness, personal voice interfaces and delivering outstanding service – the so-called ‘high tech, high touch’ – will be where we as an industry can really thrive.

As we enter the next decade of fitness and wellbeing, there are no wrong answers and no wrong actions other than inaction. We must work together to challenge the ‘why’ behind our mindset and strategise accordingly.

Legend Industry THINK TANK 2019

Hosted by Legend Club Management Systems and led by chair of the Fit Tech Council, Bryan O’Rourke, Legend would like to extend thanks to delegates, including:

Allison Savich, strategic lead for data and market innovation, Sport England

Andrew Wadland, strategy and performance director, Parkwood Leisure

Anne-Marie Errock, digital manager at MCRactive, Manchester City Council

Dave Gerrish, head of digital transformation, ukactive

Jon Hymus, commercial director, Serco Leisure

Liz Terry, CEO, Leisure Media and editor, HCM magazine

Marcus Spain, assistant director of sport and physical recreation, University of Nottingham

Scott Rolfe, CEO, Halo Leisure

Stephen Winfield, company digital services manager, GLL

Susan Grady, CEO, Kildare Sports and Leisure Facilities Ltd

TEL: +44 (0)1904 529 575

EMAIL: [email protected]

WEB: www.legendware.co.uk

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Baby Boomers’ net value is 12 times that of millennials / PHOTO: SHUTTERSTOCK/karelnoppe
Baby Boomers’ net value is 12 times that of millennials / PHOTO: SHUTTERSTOCK/karelnoppe
https://www.leisureopportunities.co.uk/images/imagesX/837086_990562.jpg
Bryan O'Rourke and Legend’s Sean Maguire investigate how the industry is preparing for the next decade of fitness and wellbeing
Legend,Bryan O'Rourke, Legend, Sean Maguire,
HCM magazine
I’ve called on all fellow citizens – members and non-members alike – to exercise more and have made free sports and fitness sessions available to everyone
HCM magazine
HCM People

Preston Lewis

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Jo Farrier, head of commercial and resources at Active Northumberland, talks about how a strategic partnership with Technogym is changing public perceptions of council leisure facilities
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Training
GM Active has launched a training programme to create a new generation of transformational leaders, as Liz Terry reports
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Letters
Fuel the debate about issues and opportunities across the industry. We’d love to hear from you – [email protected]
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Product innovation
“A great atmosphere is just as important to the fitness journey as the right workout routine, says LEDSnaps’ CEO, Ian Kirby
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With gyms reopening as the fitness industry recovers from the impact of lockdowns, members are seeking social interaction and engaging training experiences in a small group setting
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Empowered Brands has strengthened its leadership team with the appointment of a new chair and CEO following the untimely death of founder, Jan Spaticchia
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Featured operator news: Being active helps Parkwood Leisure customers save the NHS £16m
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Catalogue Gallery
Click on a catalogue to view it online
Directory
Architects/designers
Zynk Design Consultants: Architects/designers
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Wearable technology solutions
MyZone: Wearable technology solutions
Exercise equipment
Matrix Fitness: Exercise equipment
Uniforms
Service Sport: Uniforms
Management software
Premier Software Solutions: Management software
Salt therapy products
Himalayan Source: Salt therapy products
Skincare
Sothys: Skincare
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
13-14 Oct 2021
Online,
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

features

Promotional feature: Legend Club Management Systems

Bryan O'Rourke and Legend’s Sean Maguire investigate how the industry is preparing for the next decade of fitness and wellbeing

Published in Health Club Management 2019 issue 11
Sean Maguire (left) and Bryan O'Rourke are preparing for future fitness industry trends
Sean Maguire (left) and Bryan O'Rourke are preparing for future fitness industry trends

The health and fitness industry, although currently booming, is in a crisis of change where key issues are often veiled and hard to recognise. Intense targeting of millennial customers is leading to decreased focus on the customer demographic that still controls the majority of spend.

Diversification and the push from ‘Big Tech’ are squeezing middle-market offerings, with many operators struggling to keep up with the strategic selection of rapidly advancing technology.

Nonetheless, it's technology that is the key to success in this fluid climate. Learning from other sectors, such as retail, the industry must now work together to develop strategies and find partners who can help identify and address potential threats; harness new opportunities, and keep up with the constant development that is presented by new technologies.

According to IHRSA (International Health, Racquet & Sportsclub Association), the US$30bn US health and fitness industry has grown by at least 3-4 per cent annually for the last decade and shows no signs of slowing down. Similarly, the number of fitness facilities in the UK continues to increase, with the country’s health club industry worth an estimated US$5.5bn in 2018.

Despite continued growth, the industry as we've traditionally known it is under threat. Industry 4.0 has arrived and is having a dramatic impact. Networks have driven a 159 per cent increase in remote working over the last 12 years, there’s a rise in virtual communities and wearables now track our daily activity levels and can set personalised challenges.

The prevalence of data generated means we are, both as individuals and as a society, increasingly outcomes-focused.

That change is underway is nothing new. The challenge we must now collectively face is to make the most of opportunities that have opened up. This was the topic of debate on 9th October, when some of the UK fitness and leisure industry’s business leaders gathered to discuss the trends, drivers and opportunities that are currently shaping the future of our market.

Trends
Diversification is arguably one of the most disruptive trends for our industry today. Luxury, boutique and higher-end offerings are expanding, as are the no-frills budget chains – both of which have clearly identified their target demographic and their needs. The more traditional middle-market gym model is squeezed, with delegates understandably conscious that – in many cases – keeping up with the strategic selection and adoption of rapidly advancing technology into the fabric of their operations has been challenging.

At the same time, there's no escaping the push from so-called ‘Big Tech’ into the fitness and wellness space. Amazon, Google and Apple are all actively working on the concept of personalised AI wellness assistants or apps, while platforms such as Peloton are making it compelling to access exercise at home without stepping foot inside a gym.

However, among the rapid change and doubt, an element of reality is needed.

The ‘millennial disruption’ is a case in point. Yes, this is the generation driving apps and the instant gratification culture. But global demographics indicate that populations are ageing and birth rates declining. Baby Boomers’ net value is currently 12 times that of the millennials. The power of the purse will, therefore, continue to lie with this generation, presenting a significant opportunity for operators who are able to tap into the lifestyle and community aspect of their offering for this group.

Think Strategy
Across all industries, the smartest competitors are reinventing their propositions. Retailers are reconceiving the high street, changing their store estate from retail shops to retail destinations backed by strong e-commerce offerings supported by sleek, slick technology. This hybrid model will be a big part of the health, fitness and wellbeing industry’s future.

Innovations such as facial recognition, kiosks, and payment automation – to name but a few – present a real opportunity for greater operational efficiency within the physical health club space, while virtual classes or personal training provide convenience, allowing consumers to exercise where they want, when they want – but still within a defined local and personal community.

It's key that many of our customers value automation and individual outcomes-based exercise experiences, but for others, the human touch that their gym provides remains the most important factor. Understanding different customers’ motivations, what value means to them and redefining our proposition around those customer segments is critical.

With Power comes Responsibility
The newly released 2019 Edelman Trust Barometer revealed that trust has changed profoundly in recent years, with only one in five of us believing that “the system works for them” and public faith in government and the media at an all-time low.

Within this context, how we manage, store, treat and protect our customers’ data, to not only build sets of communities among them, but also to engender long-term loyalty to operators is key. Creating frictionless user experiences while valuing what is human – coaching, group fitness, personal voice interfaces and delivering outstanding service – the so-called ‘high tech, high touch’ – will be where we as an industry can really thrive.

As we enter the next decade of fitness and wellbeing, there are no wrong answers and no wrong actions other than inaction. We must work together to challenge the ‘why’ behind our mindset and strategise accordingly.

Legend Industry THINK TANK 2019

Hosted by Legend Club Management Systems and led by chair of the Fit Tech Council, Bryan O’Rourke, Legend would like to extend thanks to delegates, including:

Allison Savich, strategic lead for data and market innovation, Sport England

Andrew Wadland, strategy and performance director, Parkwood Leisure

Anne-Marie Errock, digital manager at MCRactive, Manchester City Council

Dave Gerrish, head of digital transformation, ukactive

Jon Hymus, commercial director, Serco Leisure

Liz Terry, CEO, Leisure Media and editor, HCM magazine

Marcus Spain, assistant director of sport and physical recreation, University of Nottingham

Scott Rolfe, CEO, Halo Leisure

Stephen Winfield, company digital services manager, GLL

Susan Grady, CEO, Kildare Sports and Leisure Facilities Ltd

TEL: +44 (0)1904 529 575

EMAIL: [email protected]

WEB: www.legendware.co.uk

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Baby Boomers’ net value is 12 times that of millennials / PHOTO: SHUTTERSTOCK/karelnoppe
Baby Boomers’ net value is 12 times that of millennials / PHOTO: SHUTTERSTOCK/karelnoppe
https://www.leisureopportunities.co.uk/images/imagesX/837086_990562.jpg
Bryan O'Rourke and Legend’s Sean Maguire investigate how the industry is preparing for the next decade of fitness and wellbeing
Legend,Bryan O'Rourke, Legend, Sean Maguire,
Latest News
Rainer Schaller, founder of budget gym megabrand McFIT, says that the global fitness industry will ...
Latest News
The most high-risk and controversial Olympics of modern times begin today (23 July) in Tokyo, ...
Latest News
Further research into the levels of positive COVID-19 cases among those to have visited fitness ...
Latest News
Planning approval has been granted to what is set to become one of the first ...
Latest News
Digital fitness content provider, Wexer, is launching a new wellness resource on its connected Web ...
Latest News
Leisure-net has revealed plans to transform its active-net business event from an annual face-to-face gathering ...
Latest News
F45's IPO on the New York Stock Exchange (NYSE) has revealed a strong appetite from ...
Latest News
A large health club plays a major role in tech giant Microsoft’s recently opened R&D ...
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KA Leisure has appointed industry veteran Malcolm McPhail as its interim chief executive. McPhail, who ...
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Aspria Holdings, owner of eight premium wellbeing clubs in Germany, Belgium and Italy, has entered ...
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Vulnerable young people will be given opportunities to take part in sport and physical activity ...
Featured supplier news
Featured supplier news: Introducing the Official Hammer Strength Box: a complete small group training solution
With gyms reopening as the fitness industry recovers from the impact of the pandemic, members are seeking social interaction and engaging training experiences in a small group setting.
Featured supplier news
Featured supplier news: 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.
Featured operator news
Featured operator news: Being active helps Parkwood Leisure customers save the NHS £16m
Parkwood Leisure, one of the UK’s leading public leisure facilities operators, helped prevent more than 7,000 cases of stroke, dementia, depression and type 2 diabetes in 2019, saving the NHS £16 million, a new social value report has shown.
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: miha bodytec
Founded in 2007 in Gersthofen, Germany, miha bodytec is the market-leading supplier of Electro Muscle ...
Company profiles
Company profile: Keiser UK LTD
For more than four decades, Keiser has influenced the training of athletes, fitness enthusiasts and ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Architects/designers
Zynk Design Consultants: Architects/designers
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Wearable technology solutions
MyZone: Wearable technology solutions
Exercise equipment
Matrix Fitness: Exercise equipment
Uniforms
Service Sport: Uniforms
Management software
Premier Software Solutions: Management software
Salt therapy products
Himalayan Source: Salt therapy products
Skincare
Sothys: Skincare
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
13-14 Oct 2021
Online,
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
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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