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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Sponsored: Trend Gazing

Andy Hall, COO of data and tech solutions brand, Volution, looks at the trends we can expect to see emerging in the global fitness market in 2021

Published in Health Club Management 2020 issue 10
It’s not about gyms vs at-home fitness – it’s all just health
It’s not about gyms vs at-home fitness – it’s all just health
Data partners, such as Volution, can help you develop smarter ways to deliver content, advice and support to your members – in a way which adds value to the member’s lifestyle, while keeping them engaged with the brand

1 It’s all about content – but premium content
We exist in a content economy. While all brands are potential ‘publishers’, it’s premium content that will win the day. Not least because quality content can become a revenue stream – either by attracting a loyal following or by creating a demand for the content.

At the height of the first COVID-19 wave, many operators looked to deliver online classes. However, some brands broadcast questionable content: sessions streamed from messy bedrooms, unprepared instructors, sound quality issues – we could go on.

As we move into an era where online streaming becomes the norm, we expect to see the quality of content improving. There are some quick wins that can be adopted to achieve this, but the winners will be operators who begin using data delivered via an appropriate trackable platform, to inform and guide decisions and actions.

2 It’s not about gyms vs at-home fitness – it’s all just health
Many of us wear health trackables and use the data to better understand what improves our health and people are already monitoring and using the data to drive action and behaviour.

This is creating a huge opportunity for fitness brands and clubs are now also picking this up by creating hybrid club models.

We expect to see further integration of the different aspects of health monitoring. Operators will begin using their own bespoke platforms and online virtual hubs to bring data together and support customers with focused and personalised health content.

Creating bespoke online branded health hubs, for example, will be a great way to achieve this. We see clubs developing online virtual hubs, where members can book and attend live streaming or on-demand PT sessions and group classes, as well as downloading and consuming blogs about nutrition and listening to podcasts about mindfulness.

We also see an increased demand for a holistic approach to proactively managing health in a 360-degree way – which, for operators, could mean generating an upturn in revenue, engagement and value.

3Wearables and the importance of data
Wearables will only grow in popularity. Market research firm IDTechEx predicts the value of the wearable market will reach US$100bn by 2023, while penetration rates among adult users will grow to 25.3 per cent by 2023 from a base of 18.1 per cent in 2017.

According to IBM Watson, the average person will generate more than 1m gigabytes of health-related data in their lifetime. But how can we realise the full potential of this data?

Data can be collected and analysed in a destination, such as your own online virtual hub, (as touched on in #2). Data partners, such as Volution, can help operators develop smarter ways to deliver content, support and advice to their members – in a way which adds value to the member’s lifestyle, while keeping them engaged with the brand.

4 Forget the silos – it’s all about integration and collaboration
We’re all part of the same sector and we need to work together to move it forward. This in mind, we expect to see more integration and collaboration between technology and data solution providers in 2021.

A tech solution seldom offers a one stop shop but, rather, a piece of a larger puzzle or a simple plug-in. Having more integration and collaboration between providers and suppliers will deliver more intelligent solutions and outcomes for operators.

5 More partnerships please!
We also expect to see more partnerships between suppliers, which bring down barriers and break the mould. The driver for this is that the sector has woken up to the reality that it needs to diversify and keep innovating in order to generate commercial returns.

6 The rising stars of your team
Influencers are a key part of the social media ecosystem and are often more trusted than ‘traditional’ celebrities.

Every operator has at least one standout instructor or coach; someone who makes members want to return time after time. We expect operators to increasingly bottle this “magic” and use it to inspire, motivate and ultimately drive more revenue.

Savvy operators will use data-driven online virtual hubs, giving members access to their superstar trainers and increasing member-trainer touchpoints and interactions through online training, coaching, classes, and support.

When done right, this can significantly boost engagement and retention rates, not to mention giving the operators data-rich information to learn from.

Having a ‘superstar’ member of staff front a club’s online content can also help attract new members – as well as removing barriers for existing members to take part in classes.

7 Leverage your facility through ‘fitfluencers’
Alongside maximising the potential of their own superstar team, we predict an increase in clubs streaming sessions led by ‘fitfluencers’, to complement their in-house staff.

This could take the form of an Instagram-famous yoga teacher streaming a single class a week, adding a sprinkling of stardust to elevate an operator’s business.

To learn how Volution can help your facility/brand to harness the industry’s biggest trends through data, visit: www.volution.fit

Andy Hall is COO of data and tech solutions brand, Volution

Data can be collected and analysed in a destination, such as your own online virtual hub
Data can be collected and analysed in a destination, such as your own online virtual hub
https://www.leisureopportunities.co.uk/images/2020/75962_92668.jpg
Andy Hall, COO of Volution, looks at the trends emerging in the global fitness market in 2021 @Volution_fit
HCM magazine
HCM People

Scott O’Shea

Founder, Station Mill
Coming from a personal training background, my experience has taught me that people hire the trainer before the training
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Venueserve Fitness is working with the Health Club Collection to drive its digital customer engagement
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Kate Little / Paula Harris

Kate Little & Paula Harris; regional retail managers, Everyone Active
All products have been priced competitively, using Amazon as a benchmark, to ensure the shop can thrive in a competitive market
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The great debate
Most of the world is dealing with some form of disruption to daily life, work life and finances, as well as navigating an uncertain world. Even those who enjoy robust mental health are finding themselves suffering from stress, anxiety, low mood and insomnia. What can the health and fitness industry do to help? Kath Hudson reports
HCM Magazine
Interview
The duo have joined forces to launch a free virtual ‘couch to exercise’ programme called RISE. They talk to HCM about what they’ve learned from collaborating on Sport Relief and how they’re using this knowledge to deliver the new not-for-profit
HCM Magazine
When Geoff Whitington started to see his life unravel as a result of diabetes, his sons Anthony and Ian gave up their jobs to help him change his lifestyle. This resulted in a new lease of life for all of them. Anthony Whitington, co-creator of BBC documentary, Fixing Dad, speaks to HCM’s Kath Hudson about the journey the family has been on, their mission to inspire others to engage with their health and the launch of new initiative, Fixing Us
HCM Magazine
Sponsored
Offering red light therapy to your members can create a valuable source of secondary spend, while also supporting them with their recovery and delivering improvements to mobility, circulation and muscle soreness, as Karen Maxwell explains
HCM Magazine
Retention
More than 1,700 industry professionals from 47 different countries joined the virtual Retention Convention recently, making it one of the sector’s largest online events of the year
HCM Magazine
Sponsored
Welcome to the world of creative fitness, where exercise and fun merge to change the way we train
HCM Magazine
Interview
COVID survival strategies, growth plans, and a belief that government is finally recognising the value of the fitness sector. The Gym Group CEO speaks to Kate Cracknell
HCM Magazine
Latest News
3d Leisure has put the current lockdown to good use, by stepping in to help ...
Latest News
Gyms and leisure centres in Scotland are set to open on 26 April, provided that ...
Latest News
Hundreds of gyms, swimming pools and leisure centres have been forced to close and thousands ...
Latest News
People placing increased emphasis on their physical fitness, the advances made in digital fitness and ...
Latest News
A new guide looks to offer local level practitioners and commissioners – as well as ...
Latest News
What are the effects on public health of gyms and leisure centres being shut during ...
Latest News
Mobile data and analytics provider App Annie has released its State Of Mobile 2021 report, ...
Latest News
The world's largest fitness trade fair, FIBO, has been rescheduled to November. The event will ...
Featured supplier news
Featured supplier: Funxtion collaborates with global experts on white paper exploring digital in the future of fitness
In collaboration with ukactive, FunXtion has driven a global discussion with some of the world’s leading fitness operators and influencers, exploring how digitalisation will influence the delivery of fitness services and products moving forwards.
Featured supplier news
Featured supplier: AskNicely helps empower businesses to improve customer experience and boost NPS
Maintaining a consistent member experience across a growing health and fitness brand can prove challenging.
Company profiles
Company profile: TRIB3 International Ltd
First established in Sheffield in January 2016 TRIB3 is a bootcamp boutique studio designed to ...
Company profiles
Company profile: Venueserve Fitness
Venueserve Fitness is an easy-to-use, low-cost web- and mobile online exercise platform, already being used ...
Supplier Showcases
Supplier showcase - Fisikal
Catalogue Gallery
Click on a catalogue to view it online
Directory
Uniforms
Service Sport: Uniforms
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Member feedback software
AskNicely: Member feedback software
Wearable technology solutions
MyZone: Wearable technology solutions
Lockers/interior design
Fitlockers: Lockers/interior design
Red Light Therapy
 Red Light Rising: Red Light Therapy
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Fitness equipment
Precor: Fitness equipment
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Spa software
SpaBooker: Spa software
Property & Tenders
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

features

Sponsored: Trend Gazing

Andy Hall, COO of data and tech solutions brand, Volution, looks at the trends we can expect to see emerging in the global fitness market in 2021

Published in Health Club Management 2020 issue 10
It’s not about gyms vs at-home fitness – it’s all just health
It’s not about gyms vs at-home fitness – it’s all just health
Data partners, such as Volution, can help you develop smarter ways to deliver content, advice and support to your members – in a way which adds value to the member’s lifestyle, while keeping them engaged with the brand

1 It’s all about content – but premium content
We exist in a content economy. While all brands are potential ‘publishers’, it’s premium content that will win the day. Not least because quality content can become a revenue stream – either by attracting a loyal following or by creating a demand for the content.

At the height of the first COVID-19 wave, many operators looked to deliver online classes. However, some brands broadcast questionable content: sessions streamed from messy bedrooms, unprepared instructors, sound quality issues – we could go on.

As we move into an era where online streaming becomes the norm, we expect to see the quality of content improving. There are some quick wins that can be adopted to achieve this, but the winners will be operators who begin using data delivered via an appropriate trackable platform, to inform and guide decisions and actions.

2 It’s not about gyms vs at-home fitness – it’s all just health
Many of us wear health trackables and use the data to better understand what improves our health and people are already monitoring and using the data to drive action and behaviour.

This is creating a huge opportunity for fitness brands and clubs are now also picking this up by creating hybrid club models.

We expect to see further integration of the different aspects of health monitoring. Operators will begin using their own bespoke platforms and online virtual hubs to bring data together and support customers with focused and personalised health content.

Creating bespoke online branded health hubs, for example, will be a great way to achieve this. We see clubs developing online virtual hubs, where members can book and attend live streaming or on-demand PT sessions and group classes, as well as downloading and consuming blogs about nutrition and listening to podcasts about mindfulness.

We also see an increased demand for a holistic approach to proactively managing health in a 360-degree way – which, for operators, could mean generating an upturn in revenue, engagement and value.

3Wearables and the importance of data
Wearables will only grow in popularity. Market research firm IDTechEx predicts the value of the wearable market will reach US$100bn by 2023, while penetration rates among adult users will grow to 25.3 per cent by 2023 from a base of 18.1 per cent in 2017.

According to IBM Watson, the average person will generate more than 1m gigabytes of health-related data in their lifetime. But how can we realise the full potential of this data?

Data can be collected and analysed in a destination, such as your own online virtual hub, (as touched on in #2). Data partners, such as Volution, can help operators develop smarter ways to deliver content, support and advice to their members – in a way which adds value to the member’s lifestyle, while keeping them engaged with the brand.

4 Forget the silos – it’s all about integration and collaboration
We’re all part of the same sector and we need to work together to move it forward. This in mind, we expect to see more integration and collaboration between technology and data solution providers in 2021.

A tech solution seldom offers a one stop shop but, rather, a piece of a larger puzzle or a simple plug-in. Having more integration and collaboration between providers and suppliers will deliver more intelligent solutions and outcomes for operators.

5 More partnerships please!
We also expect to see more partnerships between suppliers, which bring down barriers and break the mould. The driver for this is that the sector has woken up to the reality that it needs to diversify and keep innovating in order to generate commercial returns.

6 The rising stars of your team
Influencers are a key part of the social media ecosystem and are often more trusted than ‘traditional’ celebrities.

Every operator has at least one standout instructor or coach; someone who makes members want to return time after time. We expect operators to increasingly bottle this “magic” and use it to inspire, motivate and ultimately drive more revenue.

Savvy operators will use data-driven online virtual hubs, giving members access to their superstar trainers and increasing member-trainer touchpoints and interactions through online training, coaching, classes, and support.

When done right, this can significantly boost engagement and retention rates, not to mention giving the operators data-rich information to learn from.

Having a ‘superstar’ member of staff front a club’s online content can also help attract new members – as well as removing barriers for existing members to take part in classes.

7 Leverage your facility through ‘fitfluencers’
Alongside maximising the potential of their own superstar team, we predict an increase in clubs streaming sessions led by ‘fitfluencers’, to complement their in-house staff.

This could take the form of an Instagram-famous yoga teacher streaming a single class a week, adding a sprinkling of stardust to elevate an operator’s business.

To learn how Volution can help your facility/brand to harness the industry’s biggest trends through data, visit: www.volution.fit

Andy Hall is COO of data and tech solutions brand, Volution

Data can be collected and analysed in a destination, such as your own online virtual hub
Data can be collected and analysed in a destination, such as your own online virtual hub
https://www.leisureopportunities.co.uk/images/2020/75962_92668.jpg
Andy Hall, COO of Volution, looks at the trends emerging in the global fitness market in 2021 @Volution_fit
Latest News
3d Leisure has put the current lockdown to good use, by stepping in to help ...
Latest News
Gyms and leisure centres in Scotland are set to open on 26 April, provided that ...
Latest News
Hundreds of gyms, swimming pools and leisure centres have been forced to close and thousands ...
Latest News
People placing increased emphasis on their physical fitness, the advances made in digital fitness and ...
Latest News
A new guide looks to offer local level practitioners and commissioners – as well as ...
Latest News
What are the effects on public health of gyms and leisure centres being shut during ...
Latest News
Mobile data and analytics provider App Annie has released its State Of Mobile 2021 report, ...
Latest News
The world's largest fitness trade fair, FIBO, has been rescheduled to November. The event will ...
Latest News
PM, Boris Johnson, has confirmed that gyms, swimming pools and leisure centres in England will ...
Latest News
The re-opening of gyms in Wales has been pushed back by the country's First Minister ...
Latest News
The physical and mental health of women in the UK has been put under unprecedented ...
Featured supplier news
Featured supplier: Funxtion collaborates with global experts on white paper exploring digital in the future of fitness
In collaboration with ukactive, FunXtion has driven a global discussion with some of the world’s leading fitness operators and influencers, exploring how digitalisation will influence the delivery of fitness services and products moving forwards.
Featured supplier news
Featured supplier: AskNicely helps empower businesses to improve customer experience and boost NPS
Maintaining a consistent member experience across a growing health and fitness brand can prove challenging.
Company profiles
Company profile: TRIB3 International Ltd
First established in Sheffield in January 2016 TRIB3 is a bootcamp boutique studio designed to ...
Company profiles
Company profile: Venueserve Fitness
Venueserve Fitness is an easy-to-use, low-cost web- and mobile online exercise platform, already being used ...
Supplier Showcases
Supplier showcase - Fisikal
Catalogue Gallery
Click on a catalogue to view it online
Directory
Uniforms
Service Sport: Uniforms
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Member feedback software
AskNicely: Member feedback software
Wearable technology solutions
MyZone: Wearable technology solutions
Lockers/interior design
Fitlockers: Lockers/interior design
Red Light Therapy
 Red Light Rising: Red Light Therapy
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Fitness equipment
Precor: Fitness equipment
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Spa software
SpaBooker: Spa software
Property & Tenders
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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