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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: Francesco Arlotti

As Technogym launches its new virtual and on-demand services, Francesco Arlotti, head of digital solutions, shares his thoughts with HCM

Published in Health Club Management 2020 issue 6
Clubs have a real possibility to become wellness hubs and completely
innovate their business models
Clubs have a real possibility to become wellness hubs and completely innovate their business models
Francesco Arlotti: The way I see it

• Consumers are already digitally addicted. They’re there, waiting for us to catch up

• The digitisation of the sector was going to happen anyway. COVID-19 has simply accelerated the digital transformation

• This crisis is an opportunity – it’s thrown a spotlight on why our penetration rates were stagnating and forced us to be more creative in meeting customers’ needs

• An exclusively offline model is not a good option. Neither is exclusively online. There needs to be a blend

• We must understand what consumers want – focus on their needs rather than ours – and steer away from commoditising our product

• Clubs have a real possibility to become wellness hubs and completely innovate their business models – for example, by interacting with insurance companies, medical organisations and the corporate world

• A digital proposition can only be effectively monetised if it’s seamless

• The pandemic has given consumers a greater appreciation of good physical and mental health and handed us a more receptive audience

• We need to move members away from free fitness content on Facebook and Instagram. Operators need to re-establish a more regular relationship with members

• Our goal is to leverage the huge ecosystem we’ve created to offer people training experiences in line with their goals, personality and passions

• Home is a safe space for people with safety concerns around COVID-19, as well as those who haven’t used a gym before. Don’t fight the safe space, be in alliance with it

• 15 million people across 15,000 clubs globally are registered on Technogym’s Mywellness system. It’s about helping operators stay connected to their members 24/7

• Just because you’re market leader for phase one in the development of a market, that doesn’t mean you’ll still be market leader through the second, third and subsequent phases. Technogym didn’t fall into this trap. We continually evolve and develop. With digital, nothing ever stands still

• We’re launching a library of virtual on demand classes created by Technogym; if operators want to upload their own classes, they can do that too. Also launching is Coach Live video chat: live streaming where instructors can see people training at home and feed back on technique

Read the full interview with Francesco Arlotti in the Q2 edition of Fit Tech magazine.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
We must understand what consumers want
– focus on their needs rather than ours
We must understand what consumers want – focus on their needs rather than ours
Our goal is to offer people training experiences in
line with their goals, personality and passions
Our goal is to offer people training experiences in line with their goals, personality and passions
Gyms and home fitness are not competitors, says Arlotti. People are getting accustomed to training in both
Gyms and home fitness are not competitors, says Arlotti. People are getting accustomed to training in both
http://www.leisureopportunities.com/images/2020/881717_186599.jpg
'Consumers are already digitally addicted. They're there, waiting for us to catch up' – Francesco Arlotti, Technogym
Francesco Arlotti, Technogym,virtual fitness, on-demand fitness, digital fitness
People
HCM people

Dan Bond

Owner, CrossFit Fort Ashton
We’d explained leading up to the lockdown that if everyone decided to freeze or cancel, then there would be a possibility of not having a gym to come back to
People
HCM people

Dave Courteen

MD and co-founder of Mosaic Spa and Health Clubs
I set myself the goal that if I found someone famous to write the foreword and a publisher, then I would write the book
People
As Technogym launches its new virtual and on-demand services, Francesco Arlotti, head of digital solutions, shares his thoughts with HCM
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Evidence suggests that over many years personal trainers have been forced to leave the fitness industry because employment patterns are erratic, earnings are inconsistent and it is difficult to build up value needed to secure an appropriate lifestyle.
Opinion: Personal trainers need support as employment opportunities diminish: FREE on-demand webinar
Opinion
promotion
Data-driven businesses are some of today’s greatest global success stories, providing blueprints for success.
Opinion: Up your ‘data game’ to successfully relaunch your fitness business
Featured supplier news
Featured supplier: Let's get restarted: Physical Company offers advice on keeping gym members safe
As countries around the world gear up to relax their lockdown rules, there remains a question mark over gyms and studios, which in many markets will be one of the last sectors to be given the green light.
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Featured supplier: Dormy House enhances premium facilities with fully connected fitness suite
Dormy House, a luxurious boutique hotel and spa in the heart of the Cotswolds, has expanded its premium offer with the refurbishment of its two fitness suites, incorporating the latest, fully connected gym equipment from Matrix Fitness.
Video Gallery
Temple Gym - Nautilus Equipment
Core Health & Fitness
Temple Gym - Nautilus Equipment Read more
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Company profiles
Company profile: Technogym
Founded in 1983, Technogym is a world-leading international supplier of technology and design-driven products and ...
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Company profile: Proinsight Research Ltd
We take time at the outset to understand your unique customer journey. Then we work ...
Catalogue Gallery
Click on a catalogue to view it online
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FunXtion International BV: Fitness Software
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Volution.fit: Software
Property & Tenders
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Diary dates
21-24 Sep 2020
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21-24 Sep 2020
Messe Stuttgart, Germany
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22-23 Sep 2020
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Pinggu, Beijing, China
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Online,
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27-28 Nov 2020
Athena, Leicester, United Kingdom
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23-26 Feb 2021
IFEMA, Madrid, Spain
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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

features

The way I see it: Francesco Arlotti

As Technogym launches its new virtual and on-demand services, Francesco Arlotti, head of digital solutions, shares his thoughts with HCM

Published in Health Club Management 2020 issue 6
Clubs have a real possibility to become wellness hubs and completely
innovate their business models
Clubs have a real possibility to become wellness hubs and completely innovate their business models
Francesco Arlotti: The way I see it

• Consumers are already digitally addicted. They’re there, waiting for us to catch up

• The digitisation of the sector was going to happen anyway. COVID-19 has simply accelerated the digital transformation

• This crisis is an opportunity – it’s thrown a spotlight on why our penetration rates were stagnating and forced us to be more creative in meeting customers’ needs

• An exclusively offline model is not a good option. Neither is exclusively online. There needs to be a blend

• We must understand what consumers want – focus on their needs rather than ours – and steer away from commoditising our product

• Clubs have a real possibility to become wellness hubs and completely innovate their business models – for example, by interacting with insurance companies, medical organisations and the corporate world

• A digital proposition can only be effectively monetised if it’s seamless

• The pandemic has given consumers a greater appreciation of good physical and mental health and handed us a more receptive audience

• We need to move members away from free fitness content on Facebook and Instagram. Operators need to re-establish a more regular relationship with members

• Our goal is to leverage the huge ecosystem we’ve created to offer people training experiences in line with their goals, personality and passions

• Home is a safe space for people with safety concerns around COVID-19, as well as those who haven’t used a gym before. Don’t fight the safe space, be in alliance with it

• 15 million people across 15,000 clubs globally are registered on Technogym’s Mywellness system. It’s about helping operators stay connected to their members 24/7

• Just because you’re market leader for phase one in the development of a market, that doesn’t mean you’ll still be market leader through the second, third and subsequent phases. Technogym didn’t fall into this trap. We continually evolve and develop. With digital, nothing ever stands still

• We’re launching a library of virtual on demand classes created by Technogym; if operators want to upload their own classes, they can do that too. Also launching is Coach Live video chat: live streaming where instructors can see people training at home and feed back on technique

Read the full interview with Francesco Arlotti in the Q2 edition of Fit Tech magazine.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
We must understand what consumers want
– focus on their needs rather than ours
We must understand what consumers want – focus on their needs rather than ours
Our goal is to offer people training experiences in
line with their goals, personality and passions
Our goal is to offer people training experiences in line with their goals, personality and passions
Gyms and home fitness are not competitors, says Arlotti. People are getting accustomed to training in both
Gyms and home fitness are not competitors, says Arlotti. People are getting accustomed to training in both
http://www.leisureopportunities.com/images/2020/881717_186599.jpg
'Consumers are already digitally addicted. They're there, waiting for us to catch up' – Francesco Arlotti, Technogym
Francesco Arlotti, Technogym,virtual fitness, on-demand fitness, digital fitness
Latest News
The fitness sector has been left "without answers or evidence" on why gyms and leisure ...
Latest News
Boutique operator Digme Fitness will open two new studios in London over the next two ...
Latest News
A government investment of £1.75bn – to pay 50 per cent of rents across the ...
Latest News
Health clubs and gyms in Catalonia have reopened their doors once for a second time, ...
Latest News
Health clubs, gyms, indoor pools and leisure centres have reopened in Wales – nearly five ...
Latest News
Today (10 August) is the last day for companies to enter the follow-up survey to ...
Latest News
A significant proportion of leisure facilities in England have not reopened since lockdown measures were ...
Latest News
Industry body, ukactive, has questioned the decision to close gyms and health clubs as part ...
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Prime Minister Boris Johnson has paid a surprise visit to a branch of The Gym ...
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Planet Fitness' share price on the New York Stock Exchange has remained steady at between ...
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Two of the largest health club operators in the US have announced that members and ...
Opinion
promotion
Evidence suggests that over many years personal trainers have been forced to leave the fitness industry because employment patterns are erratic, earnings are inconsistent and it is difficult to build up value needed to secure an appropriate lifestyle.
Opinion: Personal trainers need support as employment opportunities diminish: FREE on-demand webinar
Opinion
promotion
Data-driven businesses are some of today’s greatest global success stories, providing blueprints for success.
Opinion: Up your ‘data game’ to successfully relaunch your fitness business
Featured supplier news
Featured supplier: Let's get restarted: Physical Company offers advice on keeping gym members safe
As countries around the world gear up to relax their lockdown rules, there remains a question mark over gyms and studios, which in many markets will be one of the last sectors to be given the green light.
Featured supplier news
Featured supplier: Dormy House enhances premium facilities with fully connected fitness suite
Dormy House, a luxurious boutique hotel and spa in the heart of the Cotswolds, has expanded its premium offer with the refurbishment of its two fitness suites, incorporating the latest, fully connected gym equipment from Matrix Fitness.
Video Gallery
Temple Gym - Nautilus Equipment
Core Health & Fitness
Temple Gym - Nautilus Equipment Read more
More videos:
Company profiles
Company profile: Technogym
Founded in 1983, Technogym is a world-leading international supplier of technology and design-driven products and ...
Company profiles
Company profile: Proinsight Research Ltd
We take time at the outset to understand your unique customer journey. Then we work ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Trade associations
International SPA Association - iSPA: Trade associations
Wearable technology solutions
MyZone: Wearable technology solutions
Design consultants
Zynk Design Consultants: Design consultants
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Spa software
SpaBooker: Spa software
Direct debit solutions
Harlands Group: Direct debit solutions
Fitness equipment
Healthcheck Services Ltd: Fitness equipment
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Fitness Software
FunXtion International BV: Fitness Software
Software
Volution.fit: Software
Property & Tenders
Waltham Abbey, Essex
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
21-24 Sep 2020
Messe Stuttgart, Germany
Diary dates
22-23 Sep 2020
Heythrop Park, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
03-06 Nov 2020
Online,
Diary dates
27-28 Nov 2020
Athena, Leicester, 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
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