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
British Military Fitness
British Military Fitness
British Military Fitness
Health Club Management

Health Club Management

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
Get the latest news, jobs and features in your inbox
Health Club Management

Health Club Management

features

Consumer culture: Unique challenge

Ken Hughes, expert in consumer culture and human behaviour spoke as part of the Technogym Talks series of webinars about how operators can navigate the new consumer landscape

Published in Health Club Management 2020 issue 5
Radical disruption means you need to make a plan to refocus your business now and in the longer term
Radical disruption means you need to make a plan to refocus your business now and in the longer term
There’s been a lot of disruption and when everything stops, the winners will move into the space. You need to get ready for the next 24 months

The coronavirus pandemic, lockdown and aftermath have given human behaviourists new insights into global consumer behaviour,” said Ken Hughes.

“For fitness business owners, this is an important time in your working life because there’s been a lot of disruption and everything has changed quickly.

“If you stand still, you’ll be moving backwards. When everything stops, the winners move into the space. You need to get ready for the next 24 months.”

Predict and prepare
“The captive economy, with consumers in lockdown, is unique,” he said. “It’s global and spans all ages, beliefs, languages and locations.

“You need to appreciate consumers’ concerns and anxieties. Data from YouGov shows only a proportion of people will feel comfortable with the idea of going back to the gym.

“Understand what they want, need, and expect during recovery, and you will thrive,” he said.

Action now
“Consumers are rethinking what is important,” said Hughes – “make sure you’re one of the things they need, rather than one they can do without.
“Devise a strategy and start investing in key stages: the next six weeks, the next six months, and the next two years.

“Understand the strong desire for human connection and you can grow the business more than you ever thought possible. 2021 could be a significant year for your business.”

#1 Attachment

• The current situation offers you a shortcut to building lifelong brand loyalty. When people are scared, sad, and lonely they naturally want to attach themselves to someone or something that offers stability and security.

• Make sure your business is the one they go to for help. That attachment will last far longer than the pandemic.

ACTION POINT: Think about how you can be there for them as a positive influence, give them ways to attach to your brand emotionally as a way to soothe their worries about fitness, health, nutrition and wellness.
#2 Freedom

• Freedom is important to us and has suddenly been taken away for the foreseeable future.

• This overnight loss of freedom and choice has significant emotional and mental ramifications, leaving consumers in a cycle of grief. You need to understand which phase your customers are in.

• Customer experience will be more important than ever, so multiply your efforts by 10. Customers want their freedom back and your brand, business and team need to be that point of human connection, giving them solutions that reinstate freedom and choice.

ACTION POINT: Give customers freedom to book, choose and access services in a way that puts them in control.
#3 Autonomy

• People feel safe when they know what’s going to happen. The pandemic has removed this sense of autonomy. Your customers can’t see what’s coming, and don’t know when it’s going to end.

• Two of their main environments – home and work – have collided, and many are locked in.

• People desperately want to get a sense of control and autonomy back over key areas of life. One of these areas is fitness and health. This gives you a huge opportunity if you get the conversation right.

ACTION POINT: Make customers feel involved, allow them to feel in control, make your services flexible so they can choose.
#4 Community

• Community has always been a key value for health and fitness brands. It’s now time to leverage this to strengthen the retention of existing customers.

• Humans need connection. Your customers are missing people during shutdown. Your gym gave them one of their tribes to belong to.

• You need to reinforce the relationship between your business and your customers, and capture those moments of community and connection.

• During this challenging time, don’t forget to build connections and emotional links.

• People need to feel that they are part of your community.

ACTION POINT: Write a list of things you’ve done to make your community feel special – you urgently need to contribute to community connection and keep this going.
#5 Digital

• Digital has always been a business advantage, and now it will be pure survival. Don’t fear digital. Create a ‘phygital’ business, where the physical and the digital combine to offer consumers what they need.

• Consumers are getting used to having digital experiences. You need to digitise your business to thrive during the pandemic and beyond. The gym and your other physical assets are the core of your business. But have that as the hub, with digital strands.

• The gym is not your product. Customer wellness is and delivering on their wellness is your solution. You need to be active in every part of what they need.

• Digital has destroyed some direct-to-consumer industries. Don’t let that happen to the physical activity sector. Make sure you’re crucial, so consumers can’t bypass you. Consider hiring equipment or sourcing it for customers to buy. Sell nutrition and supplements. Create a community. Give value. Link everything back to your facility.

ACTION POINT: Reshape your business by adding digital assets. Use it to build a community, strong social media, virtual home workouts, personalised online assets and anything else your customers need.
#6 Health

• Health has always been an important value, but the pandemic has skyrocketed it to the top of many people’s lists.

• Many are now interfacing with fitness for the first time, or returning to it because of this new drive. This creates a great opportunity for you to interact with 100 per cent of the population.

• Give advice, present solutions, show them what they need to do.

• When this is over, people will want more opportunities for health and fitness, but some fears and anxieties will remain. People will want to be healthy to protect themselves from illness.

• Start thinking of your business as part of a health solution, offering ways to keep people well and prevent illness. Use this health-based messaging in your communications and social media. People will want to attach themselves to health-focused businesses.

ACTION POINT: Think about how to amplify positive health attitudes and consumers’ need for health in fitness.

Watch the Technogym webinar from futurist Ken Hughes here:
HCMmag.com/KenHughes

If you would like to get each issue of HCM magazine sent direct to you for FREE, plus the weekly HCM ezine, sign up now!
The gym is not your product.
Delivering on your customers’ wellness is your ‘product’ / Shutterstock/George Rudy
The gym is not your product. Delivering on your customers’ wellness is your ‘product’ / Shutterstock/George Rudy
Give your customers freedom to book, choose and access services in a way that puts them in control / Shutterstock/GaudiLab
Give your customers freedom to book, choose and access services in a way that puts them in control / Shutterstock/GaudiLab
http://www.leisureopportunities.com/images/2020/561663_207424.jpg
'There's been a lot of disruption and when everything stops, the winners will move into the space. You need to get ready for the next 24 months' – Ken Hughes shares vital insights on navigating the new consumer landscape
Ken Hughes, Technogym,Consumer behaviour, fitness industry,
People
HCM people

Dave Courteen

MD and co-founder of Mosaic Spa and Health Clubs
I set myself the goal that if I found someone famous to write the foreword and a publisher, then I would write the book
People
The pandemic has sped up our progress towards the strategy we’d outlined – to become a coaching company that happens to have clubs and support people in achieving their goals, wherever they choose to work out
People
HCM people

Dan Bond

Owner, CrossFit Fort Ashton
We’d explained leading up to the lockdown that if everyone decided to freeze or cancel, then there would be a possibility of not having a gym to come back to
Features
The way I see it
As Technogym launches its new virtual and on-demand services, Francesco Arlotti, head of digital solutions, shares his thoughts with HCM
Features
Consumer culture
Ken Hughes, expert in consumer culture and human behaviour spoke as part of the Technogym Talks series of webinars about how operators can navigate the new consumer landscape
Features
feature
As the health and fitness industry gears up for reopening, Caroline Constantine, MD of Right Directions, shares critical guidance about safe operating procedures
Features
Supplier showcase
Bannatyne has driven member engagement with Les Mills during the lockdown
Features
Opinion
The over-70s were treated as one homogenous group during the lockdown and advised to shield. Colin Milner, founder and CEO of the International Council on Active Aging says this is leading to an increase in ageism that the industry must fight to overcome
Features
Talking Point
The fitness industry has shown incredible flexibility during lockdown, pivoting to digital to keep people active. But as lockdowns end, we ask what impact the pandemic will have on facility provision
Features
Staff welfare
As staff and members prepare to return to the gym, Dr Dane Vishnubala gives advice to operators on gearing up to offer them mental health support
Features
Latest News
Industry body ukactive has launched an Independent Operators' Steering Group, catering for members who run ...
Latest News
The UK's fitness industry can finally get back to business on Saturday 25 July, following ...
Latest News
HCM understands a decision on reopening dates for gyms and also for spas will be ...
Latest News
Interest in gym reopening in England is reaching fever pitch, with an announcement expected any ...
Latest News
Exercising increases levels of a protein hormone secreted by the bones which has a powerful ...
Latest News
A free-to-access training platform has launched to help the sport and fitness workforce confidently return ...
Latest News
Glasgow Life, which runs leisure and culture facilities on behalf of Glasgow City Council, has ...
Latest News
Fitness equipment firm Nautilus Inc is looking for a buyer for its commercial equipment brand ...
Featured supplier news
Featured supplier: Fisikal chosen as tech partner for ‘JP4’; new health app from fitness expert, Jessie Pavelka
Fitness expert and television host, Jessie Pavelka has collaborated with Fisikal, experts in digital management solutions, to create the new JP4 app, a premium 12-week personal health and fitness transformation programme that takes the user on a journey of change through four key elements of health.
Featured supplier news
Featured supplier: Incorpore and MoveGB ink groundbreaking partnership to transform corporate wellness offering
Incorpore and MoveGB have entered into a landmark partnership, combining the UK’s largest provider of corporate gym memberships with the nation’s biggest network of classes.
Video Gallery
Technogym mywellness app
Technogym
Improve your training experience. All your data in a single app. Read more
More videos:
Company profiles
Company profile: Legend Club Management Systems (UK) Ltd
Legend provides the leading software solution for driving improvements in leisure operations. We deliver savings ...
Company profiles
Company profile: Core Health & Fitness
Core Health & Fitness is more than gym equipment, we offer innovative solutions for all ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Direct debit solutions
Harlands Group: Direct debit solutions
Trade associations
International SPA Association - iSPA: Trade associations
Design consultants
Zynk Design Consultants: Design consultants
Locking solutions
Monster Padlocks: Locking solutions
Skincare
Sothys: Skincare
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Fitness Software
FunXtion International BV: Fitness Software
Spa software
SpaBooker: Spa software
Property & Tenders
Greywell, Hampshire
Barnsgrove Health and Wellness Club
Property & Tenders
Derby City Council
Property & Tenders
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
22-23 Sep 2020
Heythrop Park, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
27-30 Oct 2020
Messe Stuttgart, Germany
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

features

Consumer culture: Unique challenge

Ken Hughes, expert in consumer culture and human behaviour spoke as part of the Technogym Talks series of webinars about how operators can navigate the new consumer landscape

Published in Health Club Management 2020 issue 5
Radical disruption means you need to make a plan to refocus your business now and in the longer term
Radical disruption means you need to make a plan to refocus your business now and in the longer term
There’s been a lot of disruption and when everything stops, the winners will move into the space. You need to get ready for the next 24 months

The coronavirus pandemic, lockdown and aftermath have given human behaviourists new insights into global consumer behaviour,” said Ken Hughes.

“For fitness business owners, this is an important time in your working life because there’s been a lot of disruption and everything has changed quickly.

“If you stand still, you’ll be moving backwards. When everything stops, the winners move into the space. You need to get ready for the next 24 months.”

Predict and prepare
“The captive economy, with consumers in lockdown, is unique,” he said. “It’s global and spans all ages, beliefs, languages and locations.

“You need to appreciate consumers’ concerns and anxieties. Data from YouGov shows only a proportion of people will feel comfortable with the idea of going back to the gym.

“Understand what they want, need, and expect during recovery, and you will thrive,” he said.

Action now
“Consumers are rethinking what is important,” said Hughes – “make sure you’re one of the things they need, rather than one they can do without.
“Devise a strategy and start investing in key stages: the next six weeks, the next six months, and the next two years.

“Understand the strong desire for human connection and you can grow the business more than you ever thought possible. 2021 could be a significant year for your business.”

#1 Attachment

• The current situation offers you a shortcut to building lifelong brand loyalty. When people are scared, sad, and lonely they naturally want to attach themselves to someone or something that offers stability and security.

• Make sure your business is the one they go to for help. That attachment will last far longer than the pandemic.

ACTION POINT: Think about how you can be there for them as a positive influence, give them ways to attach to your brand emotionally as a way to soothe their worries about fitness, health, nutrition and wellness.
#2 Freedom

• Freedom is important to us and has suddenly been taken away for the foreseeable future.

• This overnight loss of freedom and choice has significant emotional and mental ramifications, leaving consumers in a cycle of grief. You need to understand which phase your customers are in.

• Customer experience will be more important than ever, so multiply your efforts by 10. Customers want their freedom back and your brand, business and team need to be that point of human connection, giving them solutions that reinstate freedom and choice.

ACTION POINT: Give customers freedom to book, choose and access services in a way that puts them in control.
#3 Autonomy

• People feel safe when they know what’s going to happen. The pandemic has removed this sense of autonomy. Your customers can’t see what’s coming, and don’t know when it’s going to end.

• Two of their main environments – home and work – have collided, and many are locked in.

• People desperately want to get a sense of control and autonomy back over key areas of life. One of these areas is fitness and health. This gives you a huge opportunity if you get the conversation right.

ACTION POINT: Make customers feel involved, allow them to feel in control, make your services flexible so they can choose.
#4 Community

• Community has always been a key value for health and fitness brands. It’s now time to leverage this to strengthen the retention of existing customers.

• Humans need connection. Your customers are missing people during shutdown. Your gym gave them one of their tribes to belong to.

• You need to reinforce the relationship between your business and your customers, and capture those moments of community and connection.

• During this challenging time, don’t forget to build connections and emotional links.

• People need to feel that they are part of your community.

ACTION POINT: Write a list of things you’ve done to make your community feel special – you urgently need to contribute to community connection and keep this going.
#5 Digital

• Digital has always been a business advantage, and now it will be pure survival. Don’t fear digital. Create a ‘phygital’ business, where the physical and the digital combine to offer consumers what they need.

• Consumers are getting used to having digital experiences. You need to digitise your business to thrive during the pandemic and beyond. The gym and your other physical assets are the core of your business. But have that as the hub, with digital strands.

• The gym is not your product. Customer wellness is and delivering on their wellness is your solution. You need to be active in every part of what they need.

• Digital has destroyed some direct-to-consumer industries. Don’t let that happen to the physical activity sector. Make sure you’re crucial, so consumers can’t bypass you. Consider hiring equipment or sourcing it for customers to buy. Sell nutrition and supplements. Create a community. Give value. Link everything back to your facility.

ACTION POINT: Reshape your business by adding digital assets. Use it to build a community, strong social media, virtual home workouts, personalised online assets and anything else your customers need.
#6 Health

• Health has always been an important value, but the pandemic has skyrocketed it to the top of many people’s lists.

• Many are now interfacing with fitness for the first time, or returning to it because of this new drive. This creates a great opportunity for you to interact with 100 per cent of the population.

• Give advice, present solutions, show them what they need to do.

• When this is over, people will want more opportunities for health and fitness, but some fears and anxieties will remain. People will want to be healthy to protect themselves from illness.

• Start thinking of your business as part of a health solution, offering ways to keep people well and prevent illness. Use this health-based messaging in your communications and social media. People will want to attach themselves to health-focused businesses.

ACTION POINT: Think about how to amplify positive health attitudes and consumers’ need for health in fitness.

Watch the Technogym webinar from futurist Ken Hughes here:
HCMmag.com/KenHughes

If you would like to get each issue of HCM magazine sent direct to you for FREE, plus the weekly HCM ezine, sign up now!
The gym is not your product.
Delivering on your customers’ wellness is your ‘product’ / Shutterstock/George Rudy
The gym is not your product. Delivering on your customers’ wellness is your ‘product’ / Shutterstock/George Rudy
Give your customers freedom to book, choose and access services in a way that puts them in control / Shutterstock/GaudiLab
Give your customers freedom to book, choose and access services in a way that puts them in control / Shutterstock/GaudiLab
http://www.leisureopportunities.com/images/2020/561663_207424.jpg
'There's been a lot of disruption and when everything stops, the winners will move into the space. You need to get ready for the next 24 months' – Ken Hughes shares vital insights on navigating the new consumer landscape
Ken Hughes, Technogym,Consumer behaviour, fitness industry,
Latest News
Industry body ukactive has launched an Independent Operators' Steering Group, catering for members who run ...
Latest News
The UK's fitness industry can finally get back to business on Saturday 25 July, following ...
Latest News
HCM understands a decision on reopening dates for gyms and also for spas will be ...
Latest News
Interest in gym reopening in England is reaching fever pitch, with an announcement expected any ...
Latest News
Exercising increases levels of a protein hormone secreted by the bones which has a powerful ...
Latest News
A free-to-access training platform has launched to help the sport and fitness workforce confidently return ...
Latest News
Glasgow Life, which runs leisure and culture facilities on behalf of Glasgow City Council, has ...
Latest News
Fitness equipment firm Nautilus Inc is looking for a buyer for its commercial equipment brand ...
Latest News
Technogym has announced the launch of live streaming and on-demand classes. The new content will ...
Latest News
A number of gym operators are concerned that local lockdowns could come into effect in ...
Featured supplier news
Featured supplier: Fisikal chosen as tech partner for ‘JP4’; new health app from fitness expert, Jessie Pavelka
Fitness expert and television host, Jessie Pavelka has collaborated with Fisikal, experts in digital management solutions, to create the new JP4 app, a premium 12-week personal health and fitness transformation programme that takes the user on a journey of change through four key elements of health.
Featured supplier news
Featured supplier: Incorpore and MoveGB ink groundbreaking partnership to transform corporate wellness offering
Incorpore and MoveGB have entered into a landmark partnership, combining the UK’s largest provider of corporate gym memberships with the nation’s biggest network of classes.
Video Gallery
Technogym mywellness app
Technogym
Improve your training experience. All your data in a single app. Read more
More videos:
Company profiles
Company profile: Legend Club Management Systems (UK) Ltd
Legend provides the leading software solution for driving improvements in leisure operations. We deliver savings ...
Company profiles
Company profile: Core Health & Fitness
Core Health & Fitness is more than gym equipment, we offer innovative solutions for all ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Direct debit solutions
Harlands Group: Direct debit solutions
Trade associations
International SPA Association - iSPA: Trade associations
Design consultants
Zynk Design Consultants: Design consultants
Locking solutions
Monster Padlocks: Locking solutions
Skincare
Sothys: Skincare
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Fitness Software
FunXtion International BV: Fitness Software
Spa software
SpaBooker: Spa software
Property & Tenders
Greywell, Hampshire
Barnsgrove Health and Wellness Club
Property & Tenders
Derby City Council
Property & Tenders
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
22-23 Sep 2020
Heythrop Park, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
27-30 Oct 2020
Messe Stuttgart, Germany
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
Search news, features & products:
Find a supplier:
British Military Fitness
British Military Fitness