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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: 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
http://www.leisureopportunities.com/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,
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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
http://www.leisureopportunities.com/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
Hundreds of thousands of small companies in the UK – including those operating in fitness ...
Latest News
Boutique gym attendance and class bookings in some world regions have bounced back to around ...
Latest News
The government has further extended protection from rent enforcement activity until the end of the ...
Latest News
Town Sports International – which operates a raft of brands, including the New York Sports ...
Latest News
Wearable tech firm Formsense has secured a technology partnership with an inter-interdisciplinary team of researchers ...
Latest News
Les Mills has launched a trio of digital solutions to help fitness operators shift towards ...
Latest News
Sport England has launched the latest edition of the popular This Girl Can campaign, celebrating ...
Latest News
COVID-19 has changed the world as we know it – and the fitness industry with ...
Latest News
PureGym has secured a £100m cash injection from shareholders to help deal with both the ...
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Organised fitness, sports and other leisure activities (including swimming) can continue despite the introduction of ...
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A study by researchers at Emory University in the US has shown how exercise can ...
Opinion
promotion
The pandemic has thrown a new focus on health, with sales of body composition analysis equipment at an all-time high, as InBody’s Francesca Cooper explains.
Opinion: Gyms add body composition analysis and health screening to their offering following pandemic
Featured supplier news
Featured supplier: Carbon Trainer raises the bar in strength training with next-generation AI Fitness Mirror
Carbon, creators of the first AI-powered at-home fitness mirror that tracks workouts announces the launch of Carbon Trainer.
Featured supplier news
Featured supplier: Dormy House enhances premium facilities with fully connected fitness suite
Dormy House, a luxurious boutique hotel and spa in the heart of the Cotswolds, has expanded its premium offer with the refurbishment of its two fitness suites, incorporating the latest, fully connected gym equipment from Matrix Fitness.
Video Gallery
A new Zone is here
MyZone Group Ltd
A new zone is here for your club, for your members and for you. Read more
More videos:
Company profiles
Company profile: Hedgehog Concept Ltd
Ground breaking leisure and fitness club management software. Software that has incisive focus on the ...
Company profiles
Company profile: Wattbike
Wattbike is the creator of the world’s most advanced and innovative indoor bikes, developed in ...
Supplier Showcases
Supplier showcase - Digital gym floor
Catalogue Gallery
Click on a catalogue to view it online
Directory
Trade associations
International SPA Association - iSPA: Trade associations
Exercise equipment
Technogym: Exercise equipment
Red Light Therapy
 Red Light Rising: Red Light Therapy
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Spa software
SpaBooker: Spa software
Management software
fibodo Limited: Management software
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Fitness equipment
Healthcheck Services Ltd: Fitness equipment
Design consultants
Zynk Design Consultants: Design consultants
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
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
21-24 Sep 2020
Messe Stuttgart, Germany
Diary dates
22-23 Sep 2020
Heythrop Park, United Kingdom
Diary dates
07 Oct 2020
Online, Singapore, Singapore
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
03-06 Nov 2020
Online,
Diary dates
27-28 Nov 2020
Athena, Leicester, 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
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