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fibodo Limited
fibodo Limited
fibodo Limited
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

Promotional feature: MIHA BODYTEC

A 'shop-in-shop' EMS model offers affordable start-up costs and huge potential to improve your health club profits, says EMS operator Thomas Kammerling

Published in Health Club Management 2017 issue 8
You do not need many EMS customers to create high profit
You do not need many EMS customers to create high profit
With EMS training you can appeal to a whole new target group and gain a lot more interest in your club

he fitness industry has changed fundamentally in recent years. Above all this is due to an oversupply and price decline of the ‘fitness’ offer by discount giants. If, as a health club operator, you do not refine and enhance your brand, you'll probably not be able to survive the next few years.

For many clubs, the concept of EMS personal training could provide an important lifeline with potential for huge market growth and a chance for service and price differentiation targeted at specific customer segments.

The EMS concept has been proven to deliver quality and time-efficient personal training, making it accessible to a broader customer demographic. In Germany, EMS continues its positive development and increasingly skims a significant part of the classic fitness market. Here we discuss the specific advantages of integrating EMS into your existing facilities as a 'shop-in-shop' system.

Is it enough to let the EMS personal training take place in the training area?
The answer to this is ‘no’, as the experience of numerous club operators as well as the world market leader for EMS training – miha bodytec clearly shows. You should avoid mixing EMS personal training with conventional PT as this may deter the prospect and blur the line between two very different service categories.

The experience regarding the drop-out and fluctuation rate of EMS clients shows that the member attrition rate of the shop-in-shop system is far lower than conventional models, usually with a fluctuation rate of less than 10%.

Can I use my course training room for EMS?
At first, this may appear to be a viable solution, but it's not advisable if you want to have lasting economic success with EMS training. If you want to create the added value and high esteem that is typically expected by EMS customers, you need to build it up by separating it spatially and giving it a high-quality look and feel.

In comparison to typical health club fees, EMS customers are willing to pay more than twice as much for a weekly 20-minute EMS session in a 1:2 personal training scenario. So these clients deserves a luxury training space. Compare it to a hotel room: the luxury suite costs twice as much per night, and as a guest you should be able to feel that difference!

This is why the 'shop-in-shop' system works so well. It's even advisable to give your EMS personal training its own brand name. The key point is that you increase the exclusivity of this service and clearly separate and elevate it from the rest of the company.

Do I cannibalise my existing health club members by adding an EMS shop-in-shop system?
Experience shows otherwise. Your EMS personal training should focus on attracting people who have not yet found their way into your club, or who are former members who'd quit their classic fitness training due to lack of time or motivation, or because they did not achieve their goals. Imagine if you could reach out to previous customers and re-enrol them into your new EMS training club by overcoming the typical cancellation arguments of ‘too little time’?

What are the advantages and synergies offered by the integration of the shop-in-shop system?
You''ll see the great benefit of this system by being able to reach the EMS target group because of the clear separation from the rest of your club – while still fully exploiting the great synergies that enable you to integrate the EMS concept into your existing business.

These synergies begin, for example, with the enormous cost advantages compared to a ‘stand-alone’ boutique-studio with regard to rent, personnel procurement as well as sales opportunities.

However, the most interesting benefits come in the form of additional sales potentials for your existing health and fitness club. Through EMS personal training you now appeal to a whole new target group and, of course, gain a lot more interest in your club.

All your new EMS personal training clients also have family, friends and acquaintances, who represent potential EMS customers or fitness club customers. Added to this are revenues from the supplementary sale of nutritional concepts, supplements and similar benefits.

What do I need for a functioning shop?
You need the basics, which is two EMS devices, a room design of around 40 sqm as well as trained employees. The acquisition costs are manageable and far more favourable than any electronic circuit concept in the industry. However, the low acquisition costs do not mean that EMS personal training will become a big seller in your area by itself. For that, you need working structures and procedures for your employees in order to win EMS customers, be successful and achieve maximum profitability.

TEL: +44 (0)208 068 0780
EMAIL: [email protected]
WEB: www.miha-bodytec.com

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Outstanding customer experience through personal training
Outstanding customer experience through personal training
Outstanding customer experience through personal training
Outstanding customer experience through personal training
Outstanding customer experience through personal training
Outstanding customer experience through personal training
Outstanding customer experience through personal training
Outstanding customer experience through personal training
Quick results: EMS is perfect for time-poor clients
Quick results: EMS is perfect for time-poor clients
https://www.leisureopportunities.co.uk/images/553895_626862.jpg
Setting up shop with EMS
EMS operator Thomas Kammerling,EMS, personal training,
HCM magazine
HCM People

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New research from the Karolinska Institutet in Sweden, has established why people who exercise when suffering from cancer generally have better outcomes
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Deansgate Square, the newest residential star on Manchester’s impressive skyline, is a fitting home for some of the city’s most stylish health and fitness facilities, with specialist acoustic flooring by TVS Group
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Jetts Fitness CEO, Elaine Jobson has adapted and simplified Maslow’s Hierarchy of Needs to better fit the company – built on a foundation of company vision, purpose, and values; which Elaine believes should permeate through everything Jetts does.
Opinion: Jetts Fitness – Brilliant Basics, Maslow’s Hierarchy of Needs, and Net Promoter Score®
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Click on a catalogue to view it online
Directory
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Property & Tenders
11 - 25 Union St, London SE1 1SD
Bankside Open Spaces Trust
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Waltham Abbey, Essex
Lee Valley Regional Park Authority
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Diary dates
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
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03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
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ExCeL London, London, United Kingdom
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

features

Promotional feature: MIHA BODYTEC

A 'shop-in-shop' EMS model offers affordable start-up costs and huge potential to improve your health club profits, says EMS operator Thomas Kammerling

Published in Health Club Management 2017 issue 8
You do not need many EMS customers to create high profit
You do not need many EMS customers to create high profit
With EMS training you can appeal to a whole new target group and gain a lot more interest in your club

he fitness industry has changed fundamentally in recent years. Above all this is due to an oversupply and price decline of the ‘fitness’ offer by discount giants. If, as a health club operator, you do not refine and enhance your brand, you'll probably not be able to survive the next few years.

For many clubs, the concept of EMS personal training could provide an important lifeline with potential for huge market growth and a chance for service and price differentiation targeted at specific customer segments.

The EMS concept has been proven to deliver quality and time-efficient personal training, making it accessible to a broader customer demographic. In Germany, EMS continues its positive development and increasingly skims a significant part of the classic fitness market. Here we discuss the specific advantages of integrating EMS into your existing facilities as a 'shop-in-shop' system.

Is it enough to let the EMS personal training take place in the training area?
The answer to this is ‘no’, as the experience of numerous club operators as well as the world market leader for EMS training – miha bodytec clearly shows. You should avoid mixing EMS personal training with conventional PT as this may deter the prospect and blur the line between two very different service categories.

The experience regarding the drop-out and fluctuation rate of EMS clients shows that the member attrition rate of the shop-in-shop system is far lower than conventional models, usually with a fluctuation rate of less than 10%.

Can I use my course training room for EMS?
At first, this may appear to be a viable solution, but it's not advisable if you want to have lasting economic success with EMS training. If you want to create the added value and high esteem that is typically expected by EMS customers, you need to build it up by separating it spatially and giving it a high-quality look and feel.

In comparison to typical health club fees, EMS customers are willing to pay more than twice as much for a weekly 20-minute EMS session in a 1:2 personal training scenario. So these clients deserves a luxury training space. Compare it to a hotel room: the luxury suite costs twice as much per night, and as a guest you should be able to feel that difference!

This is why the 'shop-in-shop' system works so well. It's even advisable to give your EMS personal training its own brand name. The key point is that you increase the exclusivity of this service and clearly separate and elevate it from the rest of the company.

Do I cannibalise my existing health club members by adding an EMS shop-in-shop system?
Experience shows otherwise. Your EMS personal training should focus on attracting people who have not yet found their way into your club, or who are former members who'd quit their classic fitness training due to lack of time or motivation, or because they did not achieve their goals. Imagine if you could reach out to previous customers and re-enrol them into your new EMS training club by overcoming the typical cancellation arguments of ‘too little time’?

What are the advantages and synergies offered by the integration of the shop-in-shop system?
You''ll see the great benefit of this system by being able to reach the EMS target group because of the clear separation from the rest of your club – while still fully exploiting the great synergies that enable you to integrate the EMS concept into your existing business.

These synergies begin, for example, with the enormous cost advantages compared to a ‘stand-alone’ boutique-studio with regard to rent, personnel procurement as well as sales opportunities.

However, the most interesting benefits come in the form of additional sales potentials for your existing health and fitness club. Through EMS personal training you now appeal to a whole new target group and, of course, gain a lot more interest in your club.

All your new EMS personal training clients also have family, friends and acquaintances, who represent potential EMS customers or fitness club customers. Added to this are revenues from the supplementary sale of nutritional concepts, supplements and similar benefits.

What do I need for a functioning shop?
You need the basics, which is two EMS devices, a room design of around 40 sqm as well as trained employees. The acquisition costs are manageable and far more favourable than any electronic circuit concept in the industry. However, the low acquisition costs do not mean that EMS personal training will become a big seller in your area by itself. For that, you need working structures and procedures for your employees in order to win EMS customers, be successful and achieve maximum profitability.

TEL: +44 (0)208 068 0780
EMAIL: [email protected]
WEB: www.miha-bodytec.com

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Outstanding customer experience through personal training
Outstanding customer experience through personal training
Outstanding customer experience through personal training
Outstanding customer experience through personal training
Outstanding customer experience through personal training
Outstanding customer experience through personal training
Outstanding customer experience through personal training
Outstanding customer experience through personal training
Quick results: EMS is perfect for time-poor clients
Quick results: EMS is perfect for time-poor clients
https://www.leisureopportunities.co.uk/images/553895_626862.jpg
Setting up shop with EMS
EMS operator Thomas Kammerling,EMS, personal training,
Latest News
Gym and health club members in England have flocked back to fitness facilities in droves ...
Latest News
PureGym will take its budget fitness concept to Saudi Arabia, after securing a franchise partnership ...
Latest News
Gyms, health clubs, leisure centres and fitness studios in England are back in business today ...
Latest News
The UK government has published its impact report for the three-tier COVID-19 alert system, which ...
Latest News
Professor Chris Whitty, the chief medical officer for England, has said exercise and physical activity ...
Latest News
Nick Whitcombe, the independent gym owner who refused to shut his gym during the October ...
Latest News
This year's UK government Spending Review, announced in Parliament by chancellor Rishi Sunak on 25 ...
Latest News
Up to 100k people will benefit from the free gym and physical activity sessions, thanks ...
Latest News
To the relief of the sector, the UK government confirmed yesterday (23 November) that gyms, ...
Latest News
Closing gyms and leisure facilities during any possible future lockdown would be "unthinkable", according to ...
Opinion
promotion
Jetts Fitness CEO, Elaine Jobson has adapted and simplified Maslow’s Hierarchy of Needs to better fit the company – built on a foundation of company vision, purpose, and values; which Elaine believes should permeate through everything Jetts does.
Opinion: Jetts Fitness – Brilliant Basics, Maslow’s Hierarchy of Needs, and Net Promoter Score®
Featured supplier news
Featured supplier: Funxtion collaborates with global experts on white paper exploring digital in the future of fitness
In collaboration with ukactive, FunXtion has driven a global discussion with some of the world’s leading fitness operators and influencers, exploring how digitalisation will influence the delivery of fitness services and products moving forwards.
Featured supplier news
Featured supplier: Dr Paul Bedford announces Retention Convention will go virtual for 2020
Global retention expert, Dr Paul Bedford, will host his sixth annual Retention Convention virtually, bringing together global speakers to form a documentary-style event around turning customers into communities.
Company profiles
Company profile: Wexer
Our mission at Wexer is to make world-class exercise accessible to everyone by harnessing the ...
Company profiles
Company profile: Volution
Volution uses data to connect the digital with the physical and partners with health and ...
Supplier Showcases
Supplier showcase - Bouncing back
Catalogue Gallery
Click on a catalogue to view it online
Directory
Locking solutions
Monster Padlocks: Locking solutions
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Lockers/interior design
Fitlockers: Lockers/interior design
Spa software
SpaBooker: Spa software
Red Light Therapy
 Red Light Rising: Red Light Therapy
Uniforms
Service Sport: Uniforms
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Fitness Software
FunXtion International BV: Fitness Software
Skincare
Comfort Zone - Davines S.p.A: Skincare
Trade associations
International SPA Association - iSPA: Trade associations
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
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
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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