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Miha Bodytec GmbH
Miha Bodytec GmbH
Miha Bodytec GmbH
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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Sweating the details: Crossing the chasm

How far is the health club industry from completing its evolution from a niche sector to a mass mainstream movement?

By Jak Phillips | Published in Health Club Management 2018 issue 9
Young people are more likely to want to sweat pints than drink them
Young people are more likely to want to sweat pints than drink them
Simon Sinek cites ‘15-18 per cent market penetration’ as the tipping point that must be reached to achieve mass market success and acceptance of an idea

Are we on the cusp of glory as a sector? It’s a question I’ve been asking myself a lot lately.

Every time I see a gym ad on TV in place of a promo for a burger joint, notice an ailing chain restaurant has been supplanted by a gym in a prime high street location or read a social media trends piece that talks about how today’s youth prefer to sweat pints rather than sink them.

It gets me thinking – how far is the health club industry from completing its evolution from a niche sector to a mass mainstream movement?

How much longer will it be before the ‘big, bad, scary gym’, as it was once considered by many people, becomes widely known as that space everyone visits three times a week when they’re not at work or at home?

Fitness industry analysts such as David Minton have hailed this as ‘the golden age of fitness’, with membership numbers and market values at all-time highs, driven by a decade of continuous growth. Minton’s most recent State of the UK Fitness Industry Report put the sector’s penetration rate at 14.9 per cent of the UK population, meaning almost as many adults now visit the gym as buy newspapers. Which begs the question, are we there yet? And if not, how much further is the Promised Land?

Mass market success
According to renowned author and business consultant Simon Sinek, we might be a lot closer than we think.

In his famous TED talk, How great leaders inspire action, Sinek discusses the Law of Diffusion of Innovation and cites 15-18 per cent penetration as the tipping point that must be reached to achieve mass market success and acceptance of an idea.

By ‘crossing this chasm’ as Sinek puts it, you reach a large enough number of people that the majority of the population are then ready to follow suit and fully embrace your services.

Assuming he’s right, our sector’s 14.9 per cent puts it within touching distance of mass adoption.

So, what are clubs doing to make the leap past that magic 18 per cent mark?

As we’ve seen from the recent acquisitions of Soho Gyms and EasyGym by Pure Gym and The Gym Group respectively, low cost sector operators are seeking to maintain the growth of the past decade by evolving their business models. This means looking at ways to expand their offerings – by occupying prime locations and through additions such as group exercise and premium benefits for members – while maintaining their competitive prices.

End of the beginning
Meanwhile, necessity continues to prove the mother of invention in the leisure trust market. As outlined by the latest ukactive Moving Communities report, operators are responding to swingeing council cuts through innovative approaches to their marketing and available activities to attract an increasingly diverse range of customers through their doors.

Elsewhere, we’re seeing boutiques jostling for headway and headlines as that segment’s expansion continues, while mainstream clubs are placing renewed emphasis on personalised member experiences that underline the full extent of their value proposition.

But of course, the real question will not be ‘how can we cross the chasm and edge towards 18 per cent adoption?’ It will be ‘how can we use this small but significant step as a springboard towards major mass-market adoption?’ – because that’s where the real glory awaits.

For an industry that remains largely in its infancy, such a milestone should represent not the beginning of the end, but merely the end of the beginning.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Phillips says the industry is within touching distance of mass market adoption
Phillips says the industry is within touching distance of mass market adoption
The Gym Group is driving growth
The Gym Group is driving growth
Pure Gym has been on the acquisition trail
Pure Gym has been on the acquisition trail
https://www.leisureopportunities.co.uk/images/361621_250136.jpg
Jak Phillips says the health and fitness sector is close to achieving mass market adoption
Jak Phillips, Journalist,Jak Phillips, fitness industry, ukactive Moving Communities report,
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07-10 Apr 2022
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Diary dates

features

Sweating the details: Crossing the chasm

How far is the health club industry from completing its evolution from a niche sector to a mass mainstream movement?

By Jak Phillips | Published in Health Club Management 2018 issue 9
Young people are more likely to want to sweat pints than drink them
Young people are more likely to want to sweat pints than drink them
Simon Sinek cites ‘15-18 per cent market penetration’ as the tipping point that must be reached to achieve mass market success and acceptance of an idea

Are we on the cusp of glory as a sector? It’s a question I’ve been asking myself a lot lately.

Every time I see a gym ad on TV in place of a promo for a burger joint, notice an ailing chain restaurant has been supplanted by a gym in a prime high street location or read a social media trends piece that talks about how today’s youth prefer to sweat pints rather than sink them.

It gets me thinking – how far is the health club industry from completing its evolution from a niche sector to a mass mainstream movement?

How much longer will it be before the ‘big, bad, scary gym’, as it was once considered by many people, becomes widely known as that space everyone visits three times a week when they’re not at work or at home?

Fitness industry analysts such as David Minton have hailed this as ‘the golden age of fitness’, with membership numbers and market values at all-time highs, driven by a decade of continuous growth. Minton’s most recent State of the UK Fitness Industry Report put the sector’s penetration rate at 14.9 per cent of the UK population, meaning almost as many adults now visit the gym as buy newspapers. Which begs the question, are we there yet? And if not, how much further is the Promised Land?

Mass market success
According to renowned author and business consultant Simon Sinek, we might be a lot closer than we think.

In his famous TED talk, How great leaders inspire action, Sinek discusses the Law of Diffusion of Innovation and cites 15-18 per cent penetration as the tipping point that must be reached to achieve mass market success and acceptance of an idea.

By ‘crossing this chasm’ as Sinek puts it, you reach a large enough number of people that the majority of the population are then ready to follow suit and fully embrace your services.

Assuming he’s right, our sector’s 14.9 per cent puts it within touching distance of mass adoption.

So, what are clubs doing to make the leap past that magic 18 per cent mark?

As we’ve seen from the recent acquisitions of Soho Gyms and EasyGym by Pure Gym and The Gym Group respectively, low cost sector operators are seeking to maintain the growth of the past decade by evolving their business models. This means looking at ways to expand their offerings – by occupying prime locations and through additions such as group exercise and premium benefits for members – while maintaining their competitive prices.

End of the beginning
Meanwhile, necessity continues to prove the mother of invention in the leisure trust market. As outlined by the latest ukactive Moving Communities report, operators are responding to swingeing council cuts through innovative approaches to their marketing and available activities to attract an increasingly diverse range of customers through their doors.

Elsewhere, we’re seeing boutiques jostling for headway and headlines as that segment’s expansion continues, while mainstream clubs are placing renewed emphasis on personalised member experiences that underline the full extent of their value proposition.

But of course, the real question will not be ‘how can we cross the chasm and edge towards 18 per cent adoption?’ It will be ‘how can we use this small but significant step as a springboard towards major mass-market adoption?’ – because that’s where the real glory awaits.

For an industry that remains largely in its infancy, such a milestone should represent not the beginning of the end, but merely the end of the beginning.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Phillips says the industry is within touching distance of mass market adoption
Phillips says the industry is within touching distance of mass market adoption
The Gym Group is driving growth
The Gym Group is driving growth
Pure Gym has been on the acquisition trail
Pure Gym has been on the acquisition trail
https://www.leisureopportunities.co.uk/images/361621_250136.jpg
Jak Phillips says the health and fitness sector is close to achieving mass market adoption
Jak Phillips, Journalist,Jak Phillips, fitness industry, ukactive Moving Communities report,
Latest News
ukactive has stressed the importance of landlords and tenants "sharing the burden" of commercial rent ...
Latest News
Wellness tech firm Timeshifter has launched a new circadian app for shift workers, allowing them ...
Latest News
Sport England says it's introducing "new and innovative" ways to increase participation – by doing ...
Latest News
Denmark has been identified as the cheapest country in the world to live a healthy ...
Latest News
Boxx has launched a new generation punch bag and smart punch trackers that work with ...
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The Global Wellness Institute (GWI) and BBC Storyworks have struck up a partnership to create ...
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The global wellness economy will grow by 9.9 per cent annually and reach US$7trn by ...
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promotion
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Opinion: Why we need to reimagine what live fitness really means
Opinion
promotion
Dougie Belmore is the chief payments officer of Pay.UK, the company created to bring together the UK’s foremost payment schemes, including Bacs, in 2018.
Opinion: Pay.UK – the next step in Bacs’ evolution
Featured supplier news
Featured supplier news: Reaching new health seekers with whole-body EMS
Industry reports show that when gyms reopened, fitness enthusiasts flocked back to their local gyms. While this is encouraging news, the one thing these reports often miss is the opportunity that has been created in the last year and a half.
Featured supplier news
Featured supplier news: First énergie site opens in Barcelona fully equipped by Core Health & Fitness
The first énergie Fitness club in Spain has opened in partnership with Core Health & Fitness in Sant Cugat, Barcelona, as part of a seven-year exclusive supplier agreement.
Featured operator news
Featured operator news: Everyone Active successfully reopens exercise referral scheme thanks to EXi partnership
Local authority leisure provider Everyone Active has reopened its essential exercise referral scheme, by joining forces with EXi, the NHS-approved exercise prescription app and data portal.
Featured operator news
Featured operator news: Sporting heroes to officially open £22 million redevelopment at Everyone Active centre
A £22 million redevelopment project will be unveiled at Grange Paddocks Leisure Centre, as part of the official launch of the state-of-the-art centre.
Video Gallery
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Mindbody, Inc
Physical Company Ltd
Company profiles
Company profile: Mediana Co., Ltd.
Mediana specialises in the manufacture of medical and health care devices, such as body composition ...
Company profiles
Company profile: Jordan Fitness
Jordan Fitness are a recognised leader in functional fitness, specialising in premium quality yet value ...
Supplier Showcases
Supplier showcase - Tanita: Engaging insights
Catalogue Gallery
Click on a catalogue to view it online
Directory
Spa software
SpaBooker: Spa software
Red Light Therapy
 Red Light Rising: Red Light Therapy
Fitness equipment
Precor: Fitness equipment
Management software
Premier Software Solutions: Management software
trade associations
International SPA Association - iSPA: trade associations
Skincare
Sothys: Skincare
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Architects/designers
Zynk Design Consultants: Architects/designers
Wearable technology solutions
MyZone: Wearable technology solutions
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
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
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