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HCM People: Andrew GrillPractical 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

Published in Health Club Management 2019 issue 8
Digital agents will take over the mundane, replicable chores of life, says Grill
Digital agents will take over the mundane, replicable chores of life, says Grill

Practical Futurist Andrew Grill spoke at Technogym’s 2019 Digital Transformation Event recently.

He shares insights with HCM
everyone in this industry wants to improve things for the consumer,” says Andrew Grill. “I’d like you to consider three benefits to embracing digital: efficiency, effectiveness, and disruption. With just a few changes, you can start using digital to create better experiences for customers, so they stick with you longer.”

“Disruption happens when there are profits to be made, when there’s new tech available, and consumer demand forces change,” he says. “Every company needs to disrupt itself if it wants to adapt.”

Live Customers Or Digital Agents?
Our smartphones already know about our preferences and our routines. Grill predicts we’re not far away from having “digital agents” in everyday life.

“Smartphone data plus developments in Artificial Intelligence will lead to the creation of digital agents,” he said. “These will take over the mundane, replicable chores of life. Your customers will soon use digital agents to book classes, or to ask about membership, for example.

“This means your marketing department will have to start writing ad copy for robots, not for humans. Digital agents will be gatekeepers, a bit like a PA. It’s already happening, so get ahead and start using it.”

Big Changes In Data
“Thanks to APIs, we can give other systems access to our data and let them process it. Make sure you can share data with anyone you work with. Do you have an API, and do you ask if partners and suppliers have an API strategy?“

“On the data front, GDPR is forcing us to sift through data to see what is relevant,” he said. “Think about the value exchange – why should customers give you their data? They have to trust you and know you’ll offer them something in return.”

The Customer Journey
“Data is powerful, and the customer knows it,” he says. “They can leave a gym any time, taking their data with them. This gives them the upper hand. Forward thinking facilities will use data to create a consumer experience that keeps people coming back.”

“Operators capture an enviable amount of data, but not everyone knows what to do with it - or even how much they have,” says Grill. “It goes beyond which products are popular, how long people stay, and what time of day different areas of the gym are busy.

“At the end of 2016, Transport for London carried out a trial, tracking travellers’ wifi use on the tube network. In just four weeks, they captured valuable data about journey times, routes, and commuter decisions. What could you learn from analysing wifi use in your facility?”

“A lot of data is proprietary, and you can only access it by asking the customer’s permission,” he explains. “This is a compelling reason for gym owners to buy digital. How can you work with fitness kit, and digital platforms like Technogym mywellness cloud, to access data and make it work for you and your customer?

“The more you can know about your users between gym visits, the more you can give them a reason to stay. Use data to make the entire customer journey work seamlessly, so they have no reason to go anywhere else.

“With a focus on increasing the length of gym memberships, data offers us a powerful way to create personalised customer journeys to extend retention and encourage loyalty.”

Four things to do right now
Andrew Grill’s checklist

1. Digital Diversity
Make sure your business hires people with digital skills at management level. They need a fundamental understanding of how digital can change your business, and can tell you how millennials (and older customers) are thinking about digital innovations.

2. Educate yourself
To get digital, you need to be digital. So get curious about this stuff. Don’t be put off by it. Challenge yourself to learn more about upcoming trends and digital terms, rather than getting scared off by the hype.

3. Data Audit
Data is powerful, and you can probably be making more of it. Understand what data you have, what you need, and what your customers have.

4. Futureproof your business
Make sure you have connectivity between your own systems (apps, fitness platforms, CRM) and those of your partners and suppliers. You need an API for easy data transfer.

Andrew Grill spoke at Technogym’s Digital Transformation Event
Andrew Grill spoke at Technogym’s Digital Transformation Event
Grill said every company needs to disrupt itself if it wants to adapt
Grill said every company needs to disrupt itself if it wants to adapt
http://www.leisureopportunities.com/images/imagesX/69693_460027.jpg
'Your marketing department will have to start writing ad copy for robots, not for humans' – Andrew Grill, a practical futurist, shares his advice on embracing digital
Andrew Grill, Practical Futurist,Andrew Grill, Practical Futurist, Technogym’s Digital Transformation Event,
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Hedgehog Concept Ltd has developed software that allows its clients to track usage and customer volume on a minute to minute basis.
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    features

    HCM People: Andrew GrillPractical 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

    Published in Health Club Management 2019 issue 8
    Digital agents will take over the mundane, replicable chores of life, says Grill
    Digital agents will take over the mundane, replicable chores of life, says Grill

    Practical Futurist Andrew Grill spoke at Technogym’s 2019 Digital Transformation Event recently.

    He shares insights with HCM
    everyone in this industry wants to improve things for the consumer,” says Andrew Grill. “I’d like you to consider three benefits to embracing digital: efficiency, effectiveness, and disruption. With just a few changes, you can start using digital to create better experiences for customers, so they stick with you longer.”

    “Disruption happens when there are profits to be made, when there’s new tech available, and consumer demand forces change,” he says. “Every company needs to disrupt itself if it wants to adapt.”

    Live Customers Or Digital Agents?
    Our smartphones already know about our preferences and our routines. Grill predicts we’re not far away from having “digital agents” in everyday life.

    “Smartphone data plus developments in Artificial Intelligence will lead to the creation of digital agents,” he said. “These will take over the mundane, replicable chores of life. Your customers will soon use digital agents to book classes, or to ask about membership, for example.

    “This means your marketing department will have to start writing ad copy for robots, not for humans. Digital agents will be gatekeepers, a bit like a PA. It’s already happening, so get ahead and start using it.”

    Big Changes In Data
    “Thanks to APIs, we can give other systems access to our data and let them process it. Make sure you can share data with anyone you work with. Do you have an API, and do you ask if partners and suppliers have an API strategy?“

    “On the data front, GDPR is forcing us to sift through data to see what is relevant,” he said. “Think about the value exchange – why should customers give you their data? They have to trust you and know you’ll offer them something in return.”

    The Customer Journey
    “Data is powerful, and the customer knows it,” he says. “They can leave a gym any time, taking their data with them. This gives them the upper hand. Forward thinking facilities will use data to create a consumer experience that keeps people coming back.”

    “Operators capture an enviable amount of data, but not everyone knows what to do with it - or even how much they have,” says Grill. “It goes beyond which products are popular, how long people stay, and what time of day different areas of the gym are busy.

    “At the end of 2016, Transport for London carried out a trial, tracking travellers’ wifi use on the tube network. In just four weeks, they captured valuable data about journey times, routes, and commuter decisions. What could you learn from analysing wifi use in your facility?”

    “A lot of data is proprietary, and you can only access it by asking the customer’s permission,” he explains. “This is a compelling reason for gym owners to buy digital. How can you work with fitness kit, and digital platforms like Technogym mywellness cloud, to access data and make it work for you and your customer?

    “The more you can know about your users between gym visits, the more you can give them a reason to stay. Use data to make the entire customer journey work seamlessly, so they have no reason to go anywhere else.

    “With a focus on increasing the length of gym memberships, data offers us a powerful way to create personalised customer journeys to extend retention and encourage loyalty.”

    Four things to do right now
    Andrew Grill’s checklist

    1. Digital Diversity
    Make sure your business hires people with digital skills at management level. They need a fundamental understanding of how digital can change your business, and can tell you how millennials (and older customers) are thinking about digital innovations.

    2. Educate yourself
    To get digital, you need to be digital. So get curious about this stuff. Don’t be put off by it. Challenge yourself to learn more about upcoming trends and digital terms, rather than getting scared off by the hype.

    3. Data Audit
    Data is powerful, and you can probably be making more of it. Understand what data you have, what you need, and what your customers have.

    4. Futureproof your business
    Make sure you have connectivity between your own systems (apps, fitness platforms, CRM) and those of your partners and suppliers. You need an API for easy data transfer.

    Andrew Grill spoke at Technogym’s Digital Transformation Event
    Andrew Grill spoke at Technogym’s Digital Transformation Event
    Grill said every company needs to disrupt itself if it wants to adapt
    Grill said every company needs to disrupt itself if it wants to adapt
    http://www.leisureopportunities.com/images/imagesX/69693_460027.jpg
    'Your marketing department will have to start writing ad copy for robots, not for humans' – Andrew Grill, a practical futurist, shares his advice on embracing digital
    Andrew Grill, Practical Futurist,Andrew Grill, Practical Futurist, Technogym’s Digital Transformation Event,
    Latest News
    David Lloyd Leisure (DLL) has reopened 50 of its clubs for socially distanced outdoor exercise. ...
    Latest News
    The Beau Sejour leisure centre on the island of Guernsey has become the first public ...
    Latest News
    Mike Lamb CEO, Asia of Jetts 24 Hour Fitness, which has clubs in south-east Asia, ...
    Latest News
    The varying approaches taken by the UK's four home nations to reopening businesses is creating ...
    Latest News
    DataHub has launched a contact tracking app, specifically designed for the fitness and physical activity ...
    Latest News
    ukactive has questioned the government's decision to make all employers start paying towards the wages ...
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    POST YOUR JOB
    Opinion
    promotion
    Hedgehog Concept Ltd has developed software that allows its clients to track usage and customer volume on a minute to minute basis.
    Opinion: Is your software fit for COVID-19?
    Featured supplier news
    Featured supplier: Bicester hotel opens purpose-built performance facilities to attract new target audience
    The Bicester Hotel and Spa has launched purpose-built fitness and performance facilities to create a standalone, unique offering to attract a new demographic to the site.
    Featured supplier news
    Featured supplier: Adidas calls on BLK BOX for flooring solutions at new World of Sports complex
    Adidas believes that creators, just like athletes, need an environment that inspires their employees to perform and believe that through sport, we have the power to change lives.
    Video Gallery
    Technogym mywellness app
    Technogym
    Improve your training experience. All your data in a single app. Read more
    More videos:
      Company profiles
      Company profile: Proinsight Research Ltd
      We take time at the outset to understand your unique customer journey. Then we work ...
      Company profiles
      Company profile: TVS Group
      The TVS Group supply and install sports and fitness flooring to a wide range of ...
      Catalogue Gallery
      Click on a catalogue to view it online
      Directory
      Direct debit solutions
      Harlands Group: Direct debit solutions
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      Fisikal: Management software
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      Crown Sports Lockers: Lockers/interior design
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      Comfort Zone - Davines S.p.A: Skincare
      Locking solutions
      Monster Padlocks: Locking solutions
      Design consultants
      Zynk Design Consultants: Design consultants
      Spa software
      SpaBooker: Spa software
      Flooring
      Total Vibration Solutions / TVS Sports Surfaces: Flooring
      Whole body cryotherapy
      Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
      Independent service & maintenance
      Servicesport UK Limited: Independent service & maintenance
      Property & Tenders
      Greywell, Hampshire
      Barnsgrove Health and Wellness Club
      Property & Tenders
      Derby City Council
      Property & Tenders
      Diary dates
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      Worldwide, Various,
      Diary dates
      06-07 Jul 2020
      Eastwood Hall, Nottingham, United Kingdom
      Diary dates
      28-31 Aug 2020
      Expo Centre & Riviera di Rimini, Italy
      Diary dates
      21-24 Sep 2020
      Loews Coronado Bay Resort, Coronado, United States
      Diary dates
      01-02 Oct 2020
      Whittlebury Hall, Whittlebury, United Kingdom
      Diary dates
      11-12 Oct 2020
      ExCeL London, London, United Kingdom
      Diary dates
      17-23 Oct 2020
      Pinggu, Beijing, China
      Diary dates
      27-30 Oct 2020
      Messe Stuttgart, Germany
      Diary dates
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      Diary dates
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      Diary dates
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