GET HCM
magazine
Sign up for the FREE digital edition of HCM magazine and also get the HCM ezine and breaking news email alerts.
Not right now, thanksclose this window
Core Health & Fitness
Core Health & Fitness
Core Health & Fitness
Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn Follow Health Club Management on Instagram
UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Letters: Write to reply

Fuel the debate about issues and opportunities across the industry. We’d love to hear from you – [email protected]

Published in Health Club Management 2021 issue 11
Club Nova (above) and X20 are both delivering growing returns / photo: Denbighshire Leisure
Club Nova (above) and X20 are both delivering growing returns / photo: Denbighshire Leisure
Do what you can to give people exceptional, memorable experiences that support their health

As an industry, the pandemic has made us reconsider whether we’re truly driven by customer needs. We should celebrate this unprecedented opportunity to innovate the quality of our offers as it could play a huge part in creating a more meaningful industry – if we embrace it.

The pandemic has forced us all out of its habit of building offers driven by products and supply chain. I think we can all agree this was an outdated practice and certainly one that didn’t serve our customers.

Consumer habits and values have changed. We need to create experiences that reflect what people really want from their leisure providers. And we must show members that everyone in the business has bought into these efforts.

We’ve made a conscious shift from just showing up as a leisure provider to being a true partner for people’s health and wellbeing. A massive amount of our marketing team’s time is now focused on giving value and checking in with members – all the softer stuff we as an industry perhaps neglected before the pandemic.

And by making sure our staff were looked after right through the crisis, we gave members a familiar and highly-motivated workforce to come back to.

We’re anticipating being back at pre-COVID levels of membership by January 2022, but there are more important things than the numbers – it’s about developing industry-leading experiences.

We found that going the extra mile reaps rewards. This can be seen at our Club Nova and X20 sites which are giving us the biggest membership growth and from the results of investing in our restaurants and cafés – including setting up partnerships with Costa and other brands – which has created the fastest-growing revenue stream in the company.

Our members are highly engaged and have confidence in our promise to them. We achieve this by making a big commitment to them and to our staff and our messaging.

I appreciate that every operator’s situation is different, but I stand by my belief that this is an exciting opportunity to shift focus and become more customer-led.

We all have the ability to listen to customers and to have those conversations at various touchpoints, to gather better data through social media and online activity.

We can all put efforts into understanding what the public truly want now from fitness and leisure providers. It’s on us to set aside our assumptions and old ways of doing things, and to create offers that meet people where they are now.

For example, outdoor cycling has had a huge spike in interest in our local area, so we invested in creating an exceptional indoor group cycle experience with Technogym Bike, to cater for cyclists over the winter. We’ve also seen a big uptake in indoor cardio, and we’ll be remodelling our gyms to make more provision for strength training and functional kit. And we knew lots of our members had got a bit nervous about going “out out”, so we invested in Clubbercise – lots of these things we wouldn’t have predicted two years ago!

The world has changed, and we need to evolve. It starts by listening and understanding, then doing what you can to give people exceptional, memorable experiences that support their health.

photo: Denbighshire Leisure

Jamie Groves Denbighshire Leisure

https://www.leisureopportunities.co.uk/images/2021/65188_346151.jpg
Denbighshire Leisure’s Jamie Groves challenges the industry to reboot and work to elevate the member experience
HCM magazine
HCM People

Alex Nicholl

MD, Sweat by BXR
We were fortunate to be approached by Sheikh Mohammed – a Qatari entrepreneur – to develop the club
HCM magazine
We’ve never wanted to be the biggest, just the best
HCM magazine
People will increasingly adopt digital as a way to interact with physical clubs, which means we can be in contact wherever they are
HCM Magazine
Sponsored
Fitronics’ new member journey software is supporting the University of Oxford in improving its services for users
HCM Magazine
Letters
Fuel the debate about issues and opportunities across the industry. We’d love to hear from you – [email protected]
HCM Magazine
Statistics
New research from tech firm Mindbody gives insights into the state of the US health and fitness market, as Lauren McAlister reports
HCM Magazine
Research
Exercise has been found to power up the body’s production of endocannabinoids and reduce chronic inflammation, explains Tom Walker
HCM Magazine
Interview
SATS is on a mission to help people of all ages become healthier and happier, with a focus on creating a product where the barriers to entry are low and the value to society high. Its CEO speaks to Kate Cracknell
HCM Magazine
Promotion
Fitness First Germany has upgraded its members’ gym floor training experience with the rollout of Funxtion’s Multiscreen Virtual Player
HCM Magazine
Sponsored
Life Fitness has launched a new mobile app, called Life Fitness Connect, to provide the ultimate workout experience
HCM Magazine
Latest News
Planet Fitness has signed an agreement to acquire Sunshine Fitness – an operator of 114 ...
Latest News
People living in London have been advised to avoid or reduce strenuous exercise today (Friday ...
Latest News
A marketing partnership between fitness marketplace Hussle and fast-food giant McDonald's resulted in a significant ...
Latest News
The UK government should encourage – and make it easier – for doctors and other ...
Latest News
Mark Sesnan, co-founder and CEO of GLL, has been awarded an OBE in the New ...
Latest News
4 Global – a partner in the Moving Communities initiative – has completed an initial public ...
Latest News
Myzone has secured a US$17.2m worth of investment from growth capital investor BGF – a ...
Latest News
The Cleveland Clinic’s chief wellness officer Michael Roizen predicts longevity will become the next major ...
Featured supplier news
Featured supplier news: Quoox throws down the gauntlet in fitness software arena
An increasing number of gym and studio owners are realising that the days of them needing six, eight or 10 pieces of expensive, disjointed and barely adequate software to operate their business is a thing of the past.
Featured supplier news
Featured supplier news: Connected Health & Fitness Summit scheduled for March 2022
Covid-19 has accelerated digital transformation within the fitness industry, and there isn’t a fitness brand or business that hasn’t been forced to adapt or pivot to digital.
Featured operator news
Featured operator news: Double Olympic Champion Rebecca Adlington breaks ground ahead of new Rainham Leisure Centre
Everyone Active has got the New Year off to a flying start as it begins work on the brand new Rainham Leisure Centre.
Featured operator news
Featured operator news: Innovative experience TAGactive launched at Everyone Active
Everyone Active opened its first TAGactive Arena at Lammas Leisure Centre on Bank Holiday Monday, January 3.
Video Gallery
Sport Alliance GmbH
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Les Mills
Company profiles
Company profile: Venueserve Fitness
Venueserve Fitness is an easy-to-use, low-cost web- and mobile online exercise platform, already being used ...
Company profiles
Company profile: Gympass
On a mission to defeat inactivity, Gympass is a corporate wellness solution that builds mutually ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Spa software
SpaBooker: Spa software
Architects/designers
Zynk Design Consultants: Architects/designers
Wearable technology solutions
MyZone: Wearable technology solutions
Exercise equipment
Matrix Fitness: Exercise equipment
Management software
Premier Software Solutions: Management software
Salt therapy products
Himalayan Source: Salt therapy products
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Skincare
Comfort Zone - Davines S.p.A: Skincare
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Property & Tenders
Bilborough, Nottingham
Bilborough College
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
07-10 Apr 2022
Exhibition Centre , Cologne, Germany
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

features

Letters: Write to reply

Fuel the debate about issues and opportunities across the industry. We’d love to hear from you – [email protected]

Published in Health Club Management 2021 issue 11
Club Nova (above) and X20 are both delivering growing returns / photo: Denbighshire Leisure
Club Nova (above) and X20 are both delivering growing returns / photo: Denbighshire Leisure
Do what you can to give people exceptional, memorable experiences that support their health

As an industry, the pandemic has made us reconsider whether we’re truly driven by customer needs. We should celebrate this unprecedented opportunity to innovate the quality of our offers as it could play a huge part in creating a more meaningful industry – if we embrace it.

The pandemic has forced us all out of its habit of building offers driven by products and supply chain. I think we can all agree this was an outdated practice and certainly one that didn’t serve our customers.

Consumer habits and values have changed. We need to create experiences that reflect what people really want from their leisure providers. And we must show members that everyone in the business has bought into these efforts.

We’ve made a conscious shift from just showing up as a leisure provider to being a true partner for people’s health and wellbeing. A massive amount of our marketing team’s time is now focused on giving value and checking in with members – all the softer stuff we as an industry perhaps neglected before the pandemic.

And by making sure our staff were looked after right through the crisis, we gave members a familiar and highly-motivated workforce to come back to.

We’re anticipating being back at pre-COVID levels of membership by January 2022, but there are more important things than the numbers – it’s about developing industry-leading experiences.

We found that going the extra mile reaps rewards. This can be seen at our Club Nova and X20 sites which are giving us the biggest membership growth and from the results of investing in our restaurants and cafés – including setting up partnerships with Costa and other brands – which has created the fastest-growing revenue stream in the company.

Our members are highly engaged and have confidence in our promise to them. We achieve this by making a big commitment to them and to our staff and our messaging.

I appreciate that every operator’s situation is different, but I stand by my belief that this is an exciting opportunity to shift focus and become more customer-led.

We all have the ability to listen to customers and to have those conversations at various touchpoints, to gather better data through social media and online activity.

We can all put efforts into understanding what the public truly want now from fitness and leisure providers. It’s on us to set aside our assumptions and old ways of doing things, and to create offers that meet people where they are now.

For example, outdoor cycling has had a huge spike in interest in our local area, so we invested in creating an exceptional indoor group cycle experience with Technogym Bike, to cater for cyclists over the winter. We’ve also seen a big uptake in indoor cardio, and we’ll be remodelling our gyms to make more provision for strength training and functional kit. And we knew lots of our members had got a bit nervous about going “out out”, so we invested in Clubbercise – lots of these things we wouldn’t have predicted two years ago!

The world has changed, and we need to evolve. It starts by listening and understanding, then doing what you can to give people exceptional, memorable experiences that support their health.

photo: Denbighshire Leisure

Jamie Groves Denbighshire Leisure

https://www.leisureopportunities.co.uk/images/2021/65188_346151.jpg
Denbighshire Leisure’s Jamie Groves challenges the industry to reboot and work to elevate the member experience
Latest News
Planet Fitness has signed an agreement to acquire Sunshine Fitness – an operator of 114 ...
Latest News
People living in London have been advised to avoid or reduce strenuous exercise today (Friday ...
Latest News
A marketing partnership between fitness marketplace Hussle and fast-food giant McDonald's resulted in a significant ...
Latest News
The UK government should encourage – and make it easier – for doctors and other ...
Latest News
Mark Sesnan, co-founder and CEO of GLL, has been awarded an OBE in the New ...
Latest News
4 Global – a partner in the Moving Communities initiative – has completed an initial public ...
Latest News
Myzone has secured a US$17.2m worth of investment from growth capital investor BGF – a ...
Latest News
The Cleveland Clinic’s chief wellness officer Michael Roizen predicts longevity will become the next major ...
Latest News
Physically active people are 50 per cent more likely to develop higher levels of antibodies ...
Latest News
United Fitness Brands (UFB) has added London-based operator Triyoga to its portfolio. Triyoga, which operates ...
Latest News
Wearable technology, outdoor exercise activities and strength training are among the trends expected to shape ...
Featured supplier news
Featured supplier news: Quoox throws down the gauntlet in fitness software arena
An increasing number of gym and studio owners are realising that the days of them needing six, eight or 10 pieces of expensive, disjointed and barely adequate software to operate their business is a thing of the past.
Featured supplier news
Featured supplier news: Connected Health & Fitness Summit scheduled for March 2022
Covid-19 has accelerated digital transformation within the fitness industry, and there isn’t a fitness brand or business that hasn’t been forced to adapt or pivot to digital.
Featured operator news
Featured operator news: Double Olympic Champion Rebecca Adlington breaks ground ahead of new Rainham Leisure Centre
Everyone Active has got the New Year off to a flying start as it begins work on the brand new Rainham Leisure Centre.
Featured operator news
Featured operator news: Innovative experience TAGactive launched at Everyone Active
Everyone Active opened its first TAGactive Arena at Lammas Leisure Centre on Bank Holiday Monday, January 3.
Video Gallery
Sport Alliance GmbH
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Les Mills
Company profiles
Company profile: Venueserve Fitness
Venueserve Fitness is an easy-to-use, low-cost web- and mobile online exercise platform, already being used ...
Company profiles
Company profile: Gympass
On a mission to defeat inactivity, Gympass is a corporate wellness solution that builds mutually ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Spa software
SpaBooker: Spa software
Architects/designers
Zynk Design Consultants: Architects/designers
Wearable technology solutions
MyZone: Wearable technology solutions
Exercise equipment
Matrix Fitness: Exercise equipment
Management software
Premier Software Solutions: Management software
Salt therapy products
Himalayan Source: Salt therapy products
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Skincare
Comfort Zone - Davines S.p.A: Skincare
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Property & Tenders
Bilborough, Nottingham
Bilborough College
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
07-10 Apr 2022
Exhibition Centre , Cologne, Germany
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
Search news, features & products:
Find a supplier:
Core Health & Fitness
Core Health & Fitness
Partner sites