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UNITING THE WORLD OF FITNESS
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Health Club Management

Health Club Management

features

Analysis: Swotting up on fitness

Published in Health Club Management 2019 issue 4
 / PHOTO COURTESY OF LES MILLS
/ PHOTO COURTESY OF LES MILLS

The fitness industry is neatly poised at the nexus of wellness. A cornerstone of health. A vessel eager for technology. The exemplar of behavioural change. But in the race to own ‘lifestyle’, we find ourselves sparring other heavyweights for both the mindshare and wallet of our shared consumer.

On the one hand, healthcare teeters perilously in a world displaying massive disregard for health and planet, and on the other, human performance is accelerating. We stand with a foot on each path; the fat getting fatter, the fit getting fitter – both addicted to their urges.

The strengths, weaknesses, opportunities and threats of the fitness industry lie before us.

STRENGTHS

It’s a slam dunk
Of course, fitness is the best industry in the world. We deal in the bitcoin of bicep curls, health and happiness. We are the broad shoulders on which lifestyle itself stands. We can consume it socially or inhale it solo. It’s part of what makes us human. Without health we have nothing. Everyone agrees.

Anything is possible in the oasis
Since inception, our industry has proliferated; we can do Tai Chi in the Andes, float in salt water, party on a bike, tackle an obstacle race, become the fittest human, find our tribe, map our run, rate our workout, close our rings.

We’ve made a dent by creating content, building communities and starting a riveting conversation.

WEAKNESSES

Fitness pharma
Humans are inherently lazy. In a voice-activated and soon to be thought-activated kinda world, we won’t need to do a damn thing. We can just lie back, wait for full-entity automation and swallow silver pills that suspend us in a state of optimal human health.

When it comes to the 80/20 rule we entertain the smaller slice of the developed world. The remaining motherlode is the fun-zone of motivating the unmotivated. And we’re up against a formidable foe; screen-time addiction, over-consumption and the immersive seduction of a sedentary, sugar-laced, fantasy-world of dopamine-draining pleasures.

It’s not fitness, it’s everything
Historically fitness has been 1D. We were primarily body-focused. Thankfully nutrition entered as a key fundamental and a broader balance of mind-body-soul protocols ensued. We’ve lost more people than we’ve kept and done an average job with the ones we did.

He with the biggest database wins
Gyms have slogged it out for 50 years from community hall to big box, to budget, to boutique. The digital age has now put the gym in our pocket as we go borderless. Adjacent industries trading in complementary commodities; entertainment, tech, health, athleisure, franchising, food, social media and gaming just stepped onto our playing field.

Fitness is a side hustle
Fitness started as a hobby; ‘I left my high-paying corporate role to follow my passion into fitness’. A great set of legs and a personal-trainer boyfriend launched a slew of instafamous stars. The fitness mafia of chain-owning gentlemen aside, money-making has generally not been a benefit of fitness. Unfortunately, there is an abundance of hand to keto-eating-mouth, riches to rags stories.

Nothing will ever beat a live instructor... Er, wrong
The fitness industry has been slow to adopt tech. Peloton plucked the yellow jersey from our closet and wheeled us into our living room to bring boutique-fitness to our home. This deft software and hardware play with a hefty price-tag has seen them crowned the ‘Netflix of fitness’.

Peloton also promptly shut the door on discount business models, by releasing an app that lets you train on the dusty treadmill and bike still in your basement. Smart.

Adjacent industries such as athleisure, entertainment, tech and health have stepped onto our playing field PHOTO COURTESY OF LES MILLS
OPPORTUNITIES

We have time – automation is here
‘Alexa, make me a shake’ (with the exact ingredients automatically replenished from my smart-fridge requested by the biometric chip embedded in my wrist).

Take away all the mundane repeatable tasks in your fitness processes and hand them to a bot. Then dial up what’s left. Revel in deeper connection, sensory entertainment and curious problem-solving.

Find your tribe and deliver to it hard-core
Fitness has been personalised, digitised and ‘celebritised’. Avatars grace the gym, influencers rule the world and ecommerce delivers to our doorstep, like, yesterday. Work out how to interact with this real-time, on-demand world. And fast.

Knock knock Neo…
We have never been so under-slept, overstressed and unfocused as we are now. Because of technology.

And yet, the same evil that sat us down is pulling us back. Meditation rules the apps, Apple tells you when to stand up… Whoop grades your sleep… We’re taking orders from the mainframe to find our way back. Oh, the irony.

50 is the new 30
Holding onto youth and function is the new now. Regardless of how much cosmetic assistance and genome editing we undergo we can still find ways to spark joy through movement.


Partnerships
Innovation comes from the edge – the combustion of existing ideas not yet combined. Soul Cycle didn’t come from fitness. Peloton didn’t come from fitness. It’s up to you to partner with a new perspective.

Soul Cycle didn’t come from fitness. Peloton didn’t come from fitness. It’s up to you to partner with a new perspective

Life beyond the screen
Screens are a stepping stone. Eventually we’ll interact directly with our world(s), in mixed reality. Wearables won’t be worn, they’ll be embedded. Screens won’t interface, we’ll gesture, blink and think. The only screen left will be the big one that we are in; cue Matrix, Gattaca and Ready Player One.

She, with the best question, wins
Information used to hold value. Not now. The ever-growing galaxy of data is being mined, machines are learning, humans are being served through their preferences, predictions are paving the future and frictionless commerce is streaming seamlessly from the ether. As any great CEO will attest, it’s about the quality of the question. So, what’s yours?

Untapped Channels
Aaptiv showed us the relevance of vocal guidance. Tim Ferriss and other early podcast-adopters showed us the power of storytelling. Diagnostic tools like 23andme and sensors align us scientifically with hyper-personalised health to match nutrition and movement protocols to our DNA and daily needs.

When the economic downturn hits, cost-effective fitness delivery is ready. Are you?

THREATS

What got us here won’t get us there
Fitness is a fledgling business. Very few brands are like Equinox and don’t have the foresight (or frankly the capital) to extend experiences beyond the immaculately coiffured studios into travel and lodging, virtual coaching and wellness.

It’s unlikely we’ve done enough to outpace inevitable newcomers to our industry. And those newcomers aren’t so new. And their pockets run deep and their databases wide.

Netflix is in fitness. Airbnb is in fitness. Gaming is in fitness. GAFA (Google, Amazon, Facebook, Apple) are in fitness. ‘Nuff said.

Final Fitness Words
Fitness rocks as an industry. Fitness has become a precious commodity. Fitness is simply another service waiting to be packaged succulently and served to a primed group of consumers.

We are a great industry but we are not yet mighty. Adjacent businesses eclipse us in bankable value and have sat quietly waiting for fitness equity to rise.

Now we feel them sidling up to our toned obliques, taking out a well gloved hand and reaching into our little fitness pocket.

In the age of partnerships and consolidation, databases and drones, we need to take that hand and shake it hard.

http://www.leisureopportunities.com/images/imagesX/689044_209476.jpg
Emma Barry gives her thought-provoking take on the industry’s current strengths, weaknesses, opportunities and threats
People
If you want to work with a PT and do some elite-level training, our facilities allow for that, but if you just want to go in and train on your own, you’ll get a good return for your time and energy
People
HCM people

Martin Seibold

CEO Life Fit Group
Gathering existing, strong brands under one roof to create the new Life Fit Group made perfect sense
People
HCM people

Andrew Grill

Practical Futurist
Your marketing department will have to start writing ad copy for robots, not for humans. These digital agents will be gatekeepers, a bit like a PA. It’s already happening, so get ahead and start using it
Features
Social responsibility
A year after the launch of its first outdoor gym made from melted down, confiscated knives, Steel Warriors has won the support of the Co-op, which has pledged to fund the roll-out of a further 20 calisthenics gyms, as Kath Hudson reports
Features
Supplier showcase
Fitness expert, Matt Roberts, has chosen Pavigym’s PRAMA system to create an immersive, personalised workout experience at his new gym at The Langley hotel in Berkshire
Features
feature
‘TRX® for Yoga’ education fuses suspension training and yoga, says Julian Woolley
Features
Ask the experts
The UK health and fitness industry has doubled in size since 2000. Will growth continue, or even gather pace? And what does this mean for the European health and fitness market? How big could it grow and what factors will have an impact? HCM asks those who have the most up to date research
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feature
Power Plate is launching a trade in, trade up programme, explains Davide Ferreira
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Body scanning
Will the body image debate define the future of fit-tech? Becca Douglas looks at the evidence
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India
Partnering with established local chain, Talwalkars, David Lloyd Leisure is set to take its luxury, family-oriented clubs to India, with the first location opening in Pune this summer. Steph Eaves spoke to Bruce Gardner and Prashant Talwalkar to find out more
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Featured supplier: Collaboration, not aggregation, is the message
MoveGB is a collaboration-based platform, but being a platform, one of the common worries we hear from our partners is about loss of customer ownership.
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Featured supplier: Gympass tops 2,000 fitness facilities on its platform
Gympass has reinforced its leading position in the corporate fitness market, topping 2,000 fitness facilities available on its platform across the UK.
Opinion
promotion
As an industry, we still underestimate the power of a truly varied fitness regime - and the growing appetite for it, especially among emerging customer segments.
Opinion: Collaboration vs aggregation - what’s the difference?
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Nautilus - Glute Drive
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Inspired by the increasing trend of glute exercises seen in various and dangerous executions in the gyms today. Read more
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Founded in 1983, Technogym is a world leading international supplier of technology and design-driven products ...
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Click on a catalogue to view it online
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Zynk Design Consultants: Architects/designers
Trade associations
International SPA Association - iSPA: Trade associations
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Total Vibration Solutions Ltd: Flooring
Management software
GymSales: Management software
Audio visual
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Property & Tenders
Diary dates
05-06 Sep 2019
TagusPark, Oeiras, Portugal
Diary dates
21-22 Sep 2019
Locations worldwide,
Diary dates

features

Analysis: Swotting up on fitness

Published in Health Club Management 2019 issue 4
 / PHOTO COURTESY OF LES MILLS
/ PHOTO COURTESY OF LES MILLS

The fitness industry is neatly poised at the nexus of wellness. A cornerstone of health. A vessel eager for technology. The exemplar of behavioural change. But in the race to own ‘lifestyle’, we find ourselves sparring other heavyweights for both the mindshare and wallet of our shared consumer.

On the one hand, healthcare teeters perilously in a world displaying massive disregard for health and planet, and on the other, human performance is accelerating. We stand with a foot on each path; the fat getting fatter, the fit getting fitter – both addicted to their urges.

The strengths, weaknesses, opportunities and threats of the fitness industry lie before us.

STRENGTHS

It’s a slam dunk
Of course, fitness is the best industry in the world. We deal in the bitcoin of bicep curls, health and happiness. We are the broad shoulders on which lifestyle itself stands. We can consume it socially or inhale it solo. It’s part of what makes us human. Without health we have nothing. Everyone agrees.

Anything is possible in the oasis
Since inception, our industry has proliferated; we can do Tai Chi in the Andes, float in salt water, party on a bike, tackle an obstacle race, become the fittest human, find our tribe, map our run, rate our workout, close our rings.

We’ve made a dent by creating content, building communities and starting a riveting conversation.

WEAKNESSES

Fitness pharma
Humans are inherently lazy. In a voice-activated and soon to be thought-activated kinda world, we won’t need to do a damn thing. We can just lie back, wait for full-entity automation and swallow silver pills that suspend us in a state of optimal human health.

When it comes to the 80/20 rule we entertain the smaller slice of the developed world. The remaining motherlode is the fun-zone of motivating the unmotivated. And we’re up against a formidable foe; screen-time addiction, over-consumption and the immersive seduction of a sedentary, sugar-laced, fantasy-world of dopamine-draining pleasures.

It’s not fitness, it’s everything
Historically fitness has been 1D. We were primarily body-focused. Thankfully nutrition entered as a key fundamental and a broader balance of mind-body-soul protocols ensued. We’ve lost more people than we’ve kept and done an average job with the ones we did.

He with the biggest database wins
Gyms have slogged it out for 50 years from community hall to big box, to budget, to boutique. The digital age has now put the gym in our pocket as we go borderless. Adjacent industries trading in complementary commodities; entertainment, tech, health, athleisure, franchising, food, social media and gaming just stepped onto our playing field.

Fitness is a side hustle
Fitness started as a hobby; ‘I left my high-paying corporate role to follow my passion into fitness’. A great set of legs and a personal-trainer boyfriend launched a slew of instafamous stars. The fitness mafia of chain-owning gentlemen aside, money-making has generally not been a benefit of fitness. Unfortunately, there is an abundance of hand to keto-eating-mouth, riches to rags stories.

Nothing will ever beat a live instructor... Er, wrong
The fitness industry has been slow to adopt tech. Peloton plucked the yellow jersey from our closet and wheeled us into our living room to bring boutique-fitness to our home. This deft software and hardware play with a hefty price-tag has seen them crowned the ‘Netflix of fitness’.

Peloton also promptly shut the door on discount business models, by releasing an app that lets you train on the dusty treadmill and bike still in your basement. Smart.

Adjacent industries such as athleisure, entertainment, tech and health have stepped onto our playing field PHOTO COURTESY OF LES MILLS
OPPORTUNITIES

We have time – automation is here
‘Alexa, make me a shake’ (with the exact ingredients automatically replenished from my smart-fridge requested by the biometric chip embedded in my wrist).

Take away all the mundane repeatable tasks in your fitness processes and hand them to a bot. Then dial up what’s left. Revel in deeper connection, sensory entertainment and curious problem-solving.

Find your tribe and deliver to it hard-core
Fitness has been personalised, digitised and ‘celebritised’. Avatars grace the gym, influencers rule the world and ecommerce delivers to our doorstep, like, yesterday. Work out how to interact with this real-time, on-demand world. And fast.

Knock knock Neo…
We have never been so under-slept, overstressed and unfocused as we are now. Because of technology.

And yet, the same evil that sat us down is pulling us back. Meditation rules the apps, Apple tells you when to stand up… Whoop grades your sleep… We’re taking orders from the mainframe to find our way back. Oh, the irony.

50 is the new 30
Holding onto youth and function is the new now. Regardless of how much cosmetic assistance and genome editing we undergo we can still find ways to spark joy through movement.


Partnerships
Innovation comes from the edge – the combustion of existing ideas not yet combined. Soul Cycle didn’t come from fitness. Peloton didn’t come from fitness. It’s up to you to partner with a new perspective.

Soul Cycle didn’t come from fitness. Peloton didn’t come from fitness. It’s up to you to partner with a new perspective

Life beyond the screen
Screens are a stepping stone. Eventually we’ll interact directly with our world(s), in mixed reality. Wearables won’t be worn, they’ll be embedded. Screens won’t interface, we’ll gesture, blink and think. The only screen left will be the big one that we are in; cue Matrix, Gattaca and Ready Player One.

She, with the best question, wins
Information used to hold value. Not now. The ever-growing galaxy of data is being mined, machines are learning, humans are being served through their preferences, predictions are paving the future and frictionless commerce is streaming seamlessly from the ether. As any great CEO will attest, it’s about the quality of the question. So, what’s yours?

Untapped Channels
Aaptiv showed us the relevance of vocal guidance. Tim Ferriss and other early podcast-adopters showed us the power of storytelling. Diagnostic tools like 23andme and sensors align us scientifically with hyper-personalised health to match nutrition and movement protocols to our DNA and daily needs.

When the economic downturn hits, cost-effective fitness delivery is ready. Are you?

THREATS

What got us here won’t get us there
Fitness is a fledgling business. Very few brands are like Equinox and don’t have the foresight (or frankly the capital) to extend experiences beyond the immaculately coiffured studios into travel and lodging, virtual coaching and wellness.

It’s unlikely we’ve done enough to outpace inevitable newcomers to our industry. And those newcomers aren’t so new. And their pockets run deep and their databases wide.

Netflix is in fitness. Airbnb is in fitness. Gaming is in fitness. GAFA (Google, Amazon, Facebook, Apple) are in fitness. ‘Nuff said.

Final Fitness Words
Fitness rocks as an industry. Fitness has become a precious commodity. Fitness is simply another service waiting to be packaged succulently and served to a primed group of consumers.

We are a great industry but we are not yet mighty. Adjacent businesses eclipse us in bankable value and have sat quietly waiting for fitness equity to rise.

Now we feel them sidling up to our toned obliques, taking out a well gloved hand and reaching into our little fitness pocket.

In the age of partnerships and consolidation, databases and drones, we need to take that hand and shake it hard.

http://www.leisureopportunities.com/images/imagesX/689044_209476.jpg
Emma Barry gives her thought-provoking take on the industry’s current strengths, weaknesses, opportunities and threats
Latest News
The Singapore government is creating a "comprehensive digital health platform" based on the use of ...
Latest News
Enhanced designs have been submitted for a £42m swimming pool and waterpark complex in Derby. ...
Latest News
Arvinda Gohil has been appointed CEO of Central YMCA. Gohil joins the health and wellbeing ...
Latest News
Health and social care secretary Matt Hancock has launched a review into the NHS Health ...
Latest News
ukactive has begun a search for two additional members to join its board of directors. ...
Latest News
Boutique fitness franchise Spenga has opened two new locations as it looks to ramp up ...
Latest News
Fitness franchise Fit Body Boot Camp has revealed that it has more than 200 new ...
Latest News
DW Fitness First has launched its new Kit & Collect service, aimed at increasing secondary ...
Latest News
Teenagers' 'incessant' use of social media is radically reducing the time they spend sleeping and ...
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Wattbike has secured a deal to supply more than 30 Bupa Health Clinic sites across ...
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Fitness franchise YourZone45 has concluded a second round of funding, as it prepares to expand ...
Job search
POST YOUR JOB
Featured supplier news
Featured supplier: Collaboration, not aggregation, is the message
MoveGB is a collaboration-based platform, but being a platform, one of the common worries we hear from our partners is about loss of customer ownership.
Featured supplier news
Featured supplier: Gympass tops 2,000 fitness facilities on its platform
Gympass has reinforced its leading position in the corporate fitness market, topping 2,000 fitness facilities available on its platform across the UK.
Opinion
promotion
As an industry, we still underestimate the power of a truly varied fitness regime - and the growing appetite for it, especially among emerging customer segments.
Opinion: Collaboration vs aggregation - what’s the difference?
Video Gallery
Nautilus - Glute Drive
Core Health & Fitness
Inspired by the increasing trend of glute exercises seen in various and dangerous executions in the gyms today. Read more
More videos:
Company profiles
Company profile: Ecore
Ecore transforms reclaimed materials into unique performance surfaces that make people’s lives better. Ecore has ...
Company profiles
Company profile: Technogym
Founded in 1983, Technogym is a world leading international supplier of technology and design-driven products ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Architects/designers
Zynk Design Consultants: Architects/designers
Trade associations
International SPA Association - iSPA: Trade associations
Flooring
Total Vibration Solutions Ltd: Flooring
Management software
GymSales: Management software
Audio visual
Hutchison Technologies: Audio visual
Governing body
EMD UK: Governing body
Member access schemes
Move GB: Member access schemes
Exercise equipment
EXF Fitness Equipment: Exercise equipment
Lockers/interior design
Fitlockers: Lockers/interior design
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Property & Tenders
Diary dates
05-06 Sep 2019
TagusPark, Oeiras, Portugal
Diary dates
21-22 Sep 2019
Locations worldwide,
Diary dates
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