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Core Health & Fitness
Core Health & Fitness
Core Health & Fitness
Health Club Management

Health Club Management

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UNITING THE WORLD OF FITNESS
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Health Club Management

Health Club Management

features

The way I see it: Paul Bowman, Wexer

The future of fitness is hybrid, says the CEO of Wexer. He shares his thoughts on why and how the industry should embrace this change

Published in Fit Tech 2020 issue 2
Paul Bowman, CEO of Wexer
Paul Bowman, CEO of Wexer

• "If you don’t have a hybrid digital / physical model, you won’t survive."

• "Think about how disruptive low-cost was for those who didn’t respond quickly enough. Digital will be equally disruptive"

• "It’s no longer a question of ‘do we go digital?’ Now the only question is: do you merge digital into physical, or physical into digital? Which approach is most likely to succeed? I genuinely believe it will be the latter."

• "Instagram and YouTube offered quick, easy solutions, but in using them, clubs have effectively given away their contacts, their opportunity to gather insights and their ownership of the customer relationship. They now have to wrest it back."

• "On-demand retention figures beat most traditional operators: about half of online fitness customers are retained for nine months or more."

• "Digital fitness was already growing fast. Then COVID-19 happened and things accelerated exponentially: we had clients whose online user base grew 10-fold almost overnight."

• "Home fitness must be delivered on your own platform, not a third-party channel – like Instagram or YouTube – which you can’t monetise or use to generate brand loyalty."

• "The shift towards online is not a temporary measure: 43% of Mindbody survey respondents want to continue with at-home classes as well as going back to the gym; 60% of these expect to add 2-3 live streamed workouts a week."

• "Digital opens up bigger audiences. There may be less revenue per head, but there are many more heads to go after."

• "Clubs should start with the home fitness journey and work out how to gain a competitive advantage here, before working out how to dovetail physical visits into this."

• "Online requires strength in depth to be sustainable, because people only do the same online class twice before they look for something new. In-club it’s about the social. Online it’s all about variety."

• "Clubs want to create their own content, so on 1 June, Wexer launched Web Player Connect – a new solution that gives operators their own TV channel."

• "During lockdown, 40% of all spend on live streamed and pre-recorded workouts went to businesses those individuals had never physically visited."

• "In clubs that have re-opened, we’re seeing higher demand for virtual classes. This is the only way to take part in group exercise in many clubs, and with social distancing, classes are regularly full."

• "We’ve talked about personalisation for years. Digital fitness is the way to speed it up – it’s both the tool to gather the data, and the channel through which to deliver it. That’s hugely exciting."

• "Training at home is so convenient, it’s where the bread and butter of fitness will now happen."

• "People will still be willing to pay for programming, expertise and support in-club, but the baseline will be delivered online via convenient, high-quality, personalised fitness content."

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People have become accustomed to working out at home / Shutterstock
People have become accustomed to working out at home / Shutterstock
Home fitness should be delivered on your own platform, says Bowman / Shutterstock
Home fitness should be delivered on your own platform, says Bowman / Shutterstock
Variety is key online: exercisers seek a new class more regularly than in-club / Shutterstock
Variety is key online: exercisers seek a new class more regularly than in-club / Shutterstock
Wexer Virtual enables clubs to increase group exercise provision
Wexer Virtual enables clubs to increase group exercise provision
Retention for digital offerings is higher than for physical ones
Retention for digital offerings is higher than for physical ones
https://www.leisureopportunities.co.uk/images/2020/688318_362048.jpg
The Wexer CEO explains why gyms must be equal parts physical and digital
Paul Bowman, Wexer,hybrid fitness, digital fitness, fitness at home
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features

The way I see it: Paul Bowman, Wexer

The future of fitness is hybrid, says the CEO of Wexer. He shares his thoughts on why and how the industry should embrace this change

Published in Fit Tech 2020 issue 2
Paul Bowman, CEO of Wexer
Paul Bowman, CEO of Wexer

• "If you don’t have a hybrid digital / physical model, you won’t survive."

• "Think about how disruptive low-cost was for those who didn’t respond quickly enough. Digital will be equally disruptive"

• "It’s no longer a question of ‘do we go digital?’ Now the only question is: do you merge digital into physical, or physical into digital? Which approach is most likely to succeed? I genuinely believe it will be the latter."

• "Instagram and YouTube offered quick, easy solutions, but in using them, clubs have effectively given away their contacts, their opportunity to gather insights and their ownership of the customer relationship. They now have to wrest it back."

• "On-demand retention figures beat most traditional operators: about half of online fitness customers are retained for nine months or more."

• "Digital fitness was already growing fast. Then COVID-19 happened and things accelerated exponentially: we had clients whose online user base grew 10-fold almost overnight."

• "Home fitness must be delivered on your own platform, not a third-party channel – like Instagram or YouTube – which you can’t monetise or use to generate brand loyalty."

• "The shift towards online is not a temporary measure: 43% of Mindbody survey respondents want to continue with at-home classes as well as going back to the gym; 60% of these expect to add 2-3 live streamed workouts a week."

• "Digital opens up bigger audiences. There may be less revenue per head, but there are many more heads to go after."

• "Clubs should start with the home fitness journey and work out how to gain a competitive advantage here, before working out how to dovetail physical visits into this."

• "Online requires strength in depth to be sustainable, because people only do the same online class twice before they look for something new. In-club it’s about the social. Online it’s all about variety."

• "Clubs want to create their own content, so on 1 June, Wexer launched Web Player Connect – a new solution that gives operators their own TV channel."

• "During lockdown, 40% of all spend on live streamed and pre-recorded workouts went to businesses those individuals had never physically visited."

• "In clubs that have re-opened, we’re seeing higher demand for virtual classes. This is the only way to take part in group exercise in many clubs, and with social distancing, classes are regularly full."

• "We’ve talked about personalisation for years. Digital fitness is the way to speed it up – it’s both the tool to gather the data, and the channel through which to deliver it. That’s hugely exciting."

• "Training at home is so convenient, it’s where the bread and butter of fitness will now happen."

• "People will still be willing to pay for programming, expertise and support in-club, but the baseline will be delivered online via convenient, high-quality, personalised fitness content."

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
People have become accustomed to working out at home / Shutterstock
People have become accustomed to working out at home / Shutterstock
Home fitness should be delivered on your own platform, says Bowman / Shutterstock
Home fitness should be delivered on your own platform, says Bowman / Shutterstock
Variety is key online: exercisers seek a new class more regularly than in-club / Shutterstock
Variety is key online: exercisers seek a new class more regularly than in-club / Shutterstock
Wexer Virtual enables clubs to increase group exercise provision
Wexer Virtual enables clubs to increase group exercise provision
Retention for digital offerings is higher than for physical ones
Retention for digital offerings is higher than for physical ones
https://www.leisureopportunities.co.uk/images/2020/688318_362048.jpg
The Wexer CEO explains why gyms must be equal parts physical and digital
Paul Bowman, Wexer,hybrid fitness, digital fitness, fitness at home
Latest News
Nick Whitcombe, the independent gym owner who refused to shut his gym during the October ...
Latest News
This year's UK government Spending Review, announced in Parliament by chancellor Rishi Sunak on 25 ...
Latest News
Up to 100k people will benefit from the free gym and physical activity sessions, thanks ...
Latest News
To the relief of the sector, the UK government confirmed yesterday (23 November) that gyms, ...
Latest News
Closing gyms and leisure facilities during any possible future lockdown would be "unthinkable", according to ...
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The University of Stirling has opened its new £20m sports and fitness centre. The building, ...
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Opinion
promotion
With January now close on the horizon your thoughts will be firmly focused on sales campaigns to attract new members through your doors in the new year rush.
Opinion: Sealing the Leaky Bucket – 7 Research-Based Tips for Retaining New Members in January 2021
Featured supplier news
Featured supplier: Dr Paul Bedford announces Retention Convention will go virtual for 2020
Global retention expert, Dr Paul Bedford, will host his sixth annual Retention Convention virtually, bringing together global speakers to form a documentary-style event around turning customers into communities.
Featured supplier news
Featured supplier: Primal Strength bolsters Scottish expansion with Matrix Fitness distribution win
Matrix Fitness has announced an exclusive partnership with Primal Strength to target an increased strategic focus on the Scottish market.
Company profiles
Company profile: Xn Leisure Systems Ltd
Xn Leisure is a provider of cutting-edge health and fitness software, offering exceptional service to ...
Company profiles
Company profile: FunXtion International BV
Unlock your club’s digital potential with the FunXtion Platform. Deliver engaging and immersive digital fitness ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Management software
fibodo Limited: Management software
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Skincare
Comfort Zone - Davines S.p.A: Skincare
Uniforms
Service Sport: Uniforms
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Design consultants
Zynk Design Consultants: Design consultants
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Locking solutions
Monster Padlocks: Locking solutions
Member feedback software
AskNicely: Member feedback software
Wearable technology solutions
MyZone: Wearable technology solutions
Property & Tenders
11 - 25 Union St, London SE1 1SD
Bankside Open Spaces Trust
Property & Tenders
Waltham Abbey, Essex
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
03-03 Dec 2020
Virtual,
Diary dates
09 Dec 2020
Raffles City Convention Centre, Singapore, Singapore
Diary dates
02-04 Feb 2021
Ericsson Exhibition Hall, Ricoh Arena, Coventry, 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
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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