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Health Club Management

Health Club Management

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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
Our industry starts and ends with people, so I spent my first three weeks visiting our clubs and listening
People
HCM people

Andrew Grill

Practical 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
People
HCM people

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Featured supplier news
Featured supplier: Join FitNation - the new fitness congress about innovation
FitNation, the new premier event about innovation in the fitness industry, will kick-off in Amsterdam on 4 October.
Featured supplier news
Featured supplier: FunXtion launch Online Coaching; helping PT’s work effectively, efficiently and increase client contact time
FunXtion has introduced its new Online Coaching Tool, an advanced platform with quality content to help personal trainers work more efficiently.
Company profiles
Company profile: Keiser UK Ltd
Keiser began its history of visionary sports science leadership over 40 years ago, rejecting the ...
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Company profile: Harlands Group
Harlands Group are the leading global provider of regular billing services in health & fitness ...
Catalogue Gallery
Click on a catalogue to view it online
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Property & Tenders
Diary dates
21-22 Sep 2019
Locations worldwide,
Diary dates
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JW Marriott Turnberry Resort & Spa, Miami, United States
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
Disability organisation Purple has claimed that health club operators and gyms are losing "millions of ...
Latest News
New Barnet Leisure Centre in North London has become the second new facility to open ...
Latest News
Four Seasons has teamed up with fitness expert and Four Seasons Global Fitness Advisor Harley ...
Latest News
Self Esteem Brands, the parent company of Anytime Fitness, has purchased The Bar Method – ...
Latest News
A radical ring-shaped aquatic centre with wellness facilities and outdoor green space – designed by ...
Latest News
Female-only fitness franchise Vivafit has opened its fifth studio in India – a 110sq m ...
Latest News
A study has claimed that "millions of disabled people" are not being catered for at ...
Latest News
Fitness Franchise F45 has signed a partnership deal with Everyone Active, which will see F45-branded ...
Latest News
On the heels of wellness evidence spotlighting research showing that yoga breathing and relaxation lower ...
Latest News
Older people who have never taken part in sustained exercise programmes have the same ability ...
Latest News
A new directory of group fitness classes – claimed to be the largest of its ...
Job search
POST YOUR JOB
Featured supplier news
Featured supplier: Join FitNation - the new fitness congress about innovation
FitNation, the new premier event about innovation in the fitness industry, will kick-off in Amsterdam on 4 October.
Featured supplier news
Featured supplier: FunXtion launch Online Coaching; helping PT’s work effectively, efficiently and increase client contact time
FunXtion has introduced its new Online Coaching Tool, an advanced platform with quality content to help personal trainers work more efficiently.
Company profiles
Company profile: Keiser UK Ltd
Keiser began its history of visionary sports science leadership over 40 years ago, rejecting the ...
Company profiles
Company profile: Harlands Group
Harlands Group are the leading global provider of regular billing services in health & fitness ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Locking solutions
Ojmar: Locking solutions
Fitness equipment
FunXtion International BV: Fitness equipment
Direct debit solutions
Harlands Group: Direct debit solutions
Lockers/interior design
Fitlockers: Lockers/interior design
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Governing body
EMD UK: Governing body
Audio visual
Hutchison Technologies: Audio visual
Spa software
ResortSuite: Spa software
Member access schemes
Move GB: Member access schemes
Professional services
Deloitte UK: Professional services
Property & Tenders
Diary dates
21-22 Sep 2019
Locations worldwide,
Diary dates
23-26 Sep 2019
JW Marriott Turnberry Resort & Spa, Miami, United States
Diary dates
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