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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 I think we can all agree this was an outdated practice and certainly one that didn’t serve our customers.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
Despite the renewed interest in health, a proportion of people remain nervous about going back to health clubs because of infection levels in the wider community. Would making adjustments to pricing help overcome these barriers? Kath Hudson investigates
HCM magazine
TVS Group installs a new world class facilities at the University of Kent in partnership with Robbins
HCM magazine
New research from tech firm Mindbody gives insights into the state of the US health and fitness market, as Lauren McAlister reports
HCM Magazine
Sponsored
Fitronics’ new member journey software is supporting the University of Oxford in improving its services for users
HCM Magazine
Supplier showcase
Premier Gym + Fitness, based in Newton Abbot, Devon, has opened its doors to the public thanks to the help and support of Pulse Fitness
HCM Magazine
HCM People
I don’t want to compete with gyms, I want to complement them. We’re going to places where they’re not – parks, schools and cul-de-sacs
HCM Magazine
Standards
EuropeActive and the European Committee for Standardisation are launching new standards for a wide range of health club operations, as Cliff Collins explains
HCM Magazine
Interview
‘People are choosing bricks and mortar, and they’re coming back faster than we’ve ever seen.’ The CEO of Planet Fitness speaks to Kate Cracknell
HCM Magazine
New opening
With a business model that fuses art, fitness and music, RSG’s flagship brand – John Reed – has opened its first location in the UK, as Liz Terry reports
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Sponsored
Life Fitness has launched a new mobile app, called Life Fitness Connect, to provide the ultimate workout experience
HCM Magazine
Latest News
Boutique boxing gym brand BXR London will open its second full-service club in London next ...
Latest News
Entries are now open for the annual UK Active Awards. Following two years of unparalleled ...
Latest News
People with early-stage Parkinson’s should do regular exercise to slow down the progression of the ...
Latest News
Hybrid fitness platform FitLab has closed its Series A financing, bringing total capital raised to ...
Latest News
Boutique chain Trib3 will become one of the first fitness operators to establish a presence ...
Latest News
At-home fitness brand NordicTrack from iFIT has launched what it says are the first voice-controlled, ...
Latest News
The Workforce State of Mind Survey, now in its second year, has begun to gather ...
Latest News
Wellness operator and fit tech company, LIT Method, (low-intensity training) is ramping up expansion after ...
Featured supplier news
Featured supplier news: Danny Williams, Michael Griffiths and Reshmin Chowdhury take up TRAINFITNESS’ free PT courses
2021 has been dubbed the year of the ‘Great Resignation’, with numerous people in the UK reassessing their career path.
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
Les Mills
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Sport Alliance GmbH
Company profiles
Company profile: Hussle
Hussle exists for two reasons: To increase opportunities for people to engage in physical activity ...
Company profiles
Company profile: Core Health & Fitness
Core Health & Fitness offers the commercial health and fitness club marketplace an unmatched portfolio ...
Supplier Showcases
Supplier showcase - Tanita: Engaging insights
Catalogue Gallery
Click on a catalogue to view it online
Directory
Skincare
Sothys: Skincare
Salt therapy products
Himalayan Source: Salt therapy products
trade associations
International SPA Association - iSPA: trade associations
Management software
Premier Software Solutions: Management software
Exercise equipment
Matrix Fitness: Exercise equipment
On demand
Fitness On Demand: On demand
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Wearable technology solutions
MyZone: Wearable technology solutions
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
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
01 Mar 2022
Live Love Spa HQ, Tustin, United States
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
Boutique boxing gym brand BXR London will open its second full-service club in London next ...
Latest News
Entries are now open for the annual UK Active Awards. Following two years of unparalleled ...
Latest News
People with early-stage Parkinson’s should do regular exercise to slow down the progression of the ...
Latest News
Hybrid fitness platform FitLab has closed its Series A financing, bringing total capital raised to ...
Latest News
Boutique chain Trib3 will become one of the first fitness operators to establish a presence ...
Latest News
At-home fitness brand NordicTrack from iFIT has launched what it says are the first voice-controlled, ...
Latest News
The Workforce State of Mind Survey, now in its second year, has begun to gather ...
Latest News
Wellness operator and fit tech company, LIT Method, (low-intensity training) is ramping up expansion after ...
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 ...
Featured supplier news
Featured supplier news: Danny Williams, Michael Griffiths and Reshmin Chowdhury take up TRAINFITNESS’ free PT courses
2021 has been dubbed the year of the ‘Great Resignation’, with numerous people in the UK reassessing their career path.
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
Les Mills
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Sport Alliance GmbH
Company profiles
Company profile: Hussle
Hussle exists for two reasons: To increase opportunities for people to engage in physical activity ...
Company profiles
Company profile: Core Health & Fitness
Core Health & Fitness offers the commercial health and fitness club marketplace an unmatched portfolio ...
Supplier Showcases
Supplier showcase - Tanita: Engaging insights
Catalogue Gallery
Click on a catalogue to view it online
Directory
Skincare
Sothys: Skincare
Salt therapy products
Himalayan Source: Salt therapy products
trade associations
International SPA Association - iSPA: trade associations
Management software
Premier Software Solutions: Management software
Exercise equipment
Matrix Fitness: Exercise equipment
On demand
Fitness On Demand: On demand
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Wearable technology solutions
MyZone: Wearable technology solutions
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
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
01 Mar 2022
Live Love Spa HQ, Tustin, United States
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
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