Active IQ
Active IQ
Active IQ
Health Club Management

Health Club Management

Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn Follow Health Club Management on Instagram
UNITING THE WORLD OF FITNESS
Founding member
Get the latest news, jobs and features in your inbox
Health Club Management

Health Club Management

features

Promotional feature: Myzone

Now in its eighth year, Myzone has established itself as a key player in the fitness industry. We chat to Myzone's global marketing director, Gemma Bonnett-Kolakowska, about how the brand continues to develop and evolve

Published in Health Club Management 2019 issue 9

What stage is Myzone at now?
Myzone is growing up and maturing! Marketing has been the biggest recent focus for us, and we have done a great deal of work in-house to take the business to the next level, which will see further expansion and increased engagement with consumers. Although Myzone is Dave Wright’s baby and he is as involved as he's ever been, he has now appointed a senior management team to help move the company forward.

The growth of the business has been phenomenal and we're growing significantly year on year. We’re now in 64 countries, translated into 19 languages and in 7,000 clubs globally. We've sold more than one million belts, excluding those sold directly to consumers. In 2018, 29 million workouts were completed and 4.5 billion MEPs were recorded.

How have you succeeded in getting such a broad global spread?
We have dramatically ramped up the marketing and we've developed great partnerships with distributors in other regions. EMEA is a big current focus for us, and former ukactive CEO Dave Stalker has been appointed to drive growth in this region. Asia Pacific is another area in which we are focusing our efforts – both regions have massive growth potential.

You were brought on board two years ago to reset the marketing strategy. What's your background?
I'd known Dave Wright for almost 20 years before I joined the company and I had a lot of operational experience. I started off working in corporate fitness in London, before joining Next Generation and then nine years with local authority clubs, before moving into consultancy with Leisure-net Solutions. Prior to Dave approaching me to join Myzone, I had been with Matrix, first helping them to reposition the brand in the UK and then as director of strategic marketing for EMEA.

What was your first task at Myzone?
I wanted to find out how the brand’s messaging and imagery was perceived by the industry and whether Dave’s vision – of motivation, gamification and making people feel good about exercise – had been embedded in the culture of the company and understood by the industry.

I found that sometimes the message was inconsistent and there was a bit of disconnect. Myzone was known more for the product than the brand, and we wanted to make the brand – its message and personality – crystal clear.

Firstly, we reset the marketing pillars to ensure the message, purpose and personality were aligned, then we redesigned the logo, sharpening up the font and the pantones. We changed the case from upper to lower – people know Myzone, so we don’t need to shout anymore. Then we overhauled the image and video library, creating a massive resource for both operators, trainers and end users, so they all fully understand the potential of Myzone and how it can work for them, as well as how they can create their own content from templates.

Further to this, we redesigned the website and reset our inbound digital and marketing strategies, creating additional roles. We now have someone focused on social media, as well as for lead capture.

Going forward, our next area of work will be to extend our app so that we can improve communication with the end user. We are looking to educate and engage directly with them, because if we can motivate them this will make them continue to exercise and therefore keep them a member of their health club.

Further to this, we will also be fine tuning our digital and social media marketing platforms. All of the foundations are now in place, the next stage is to build on them for further growth, and we've agreed milestones and targets of where we want to be.

We've gone from a start-up to an established company which has been strategised in a thoughtful, pro-active way and we have very clear milestones in mind, and avenues of how to get there.

What's next for Myzone?
We want as many people using it as possible, both in and outside of clubs and to keep engaging and motivating more people. We’re well placed to do this; wearables are still the ACSM’s number one trend and heart rate monitors are the fastest growing technological device. There are so many opportunities to engage more people – in the workplace and schools – and break down the barriers to exercising at clubs.

Do you have any insights on how operators can achieve greater penetration?
I think many operators are very focused on membership sales figures. They need to refine their purpose and consider what they want people to feel when they enter the club, with a focus on quality, experience and differentiation of the offering. The fitness market is changing and operators need to operate as a business, looking at all business aspects, not just membership figures.

TEL: +44 (0) 115 777 3333

EMAIL: [email protected]

WEB: www.myzone.org

The company has recently undergone a marketing overhaul, to ensure the industry has a clear understanding of the brand's personality and message
The company has recently undergone a marketing overhaul, to ensure the industry has a clear understanding of the brand's personality and message
Myzone launched at IHRSA in 2011 and was fully activated by 2012. The product is now in 64 countries and 7,000 clubs globally
Myzone launched at IHRSA in 2011 and was fully activated by 2012. The product is now in 64 countries and 7,000 clubs globally
Myzone's aim is to continue to engage more people, particularly in untapped areas like the workplace and schools
Myzone's aim is to continue to engage more people, particularly in untapped areas like the workplace and schools
http://www.leisureopportunities.com/images/imagesX/265726_787896.jpg
After 8 years, Myzone is now in 64 countries and 7,000 clubs globally. HCM speaks to Gemma Bonnett-Kolakowska, Myzone's Global Marketing director, about their journey and what's next.
Myzone, Gemma Bonnett-Kolakowska, Global Marketing Director,,Myzone, Gemma Bonnett-Kolakowska, Global Marketing Director, Fitness
People
HCM people

Dr Jonathan Leary

Remedy Place, West Hollywood: Founder and CEO
Remedy Place teaches people how to take care of themselves and gives them the tools they need to be holistically healthy
People
HCM people

Michael Ramsay

Founder and director, STRONG Rowformer
There’s something about the combination of fast-twitch and slow-twitch fibres working together that absolutely destroys you and gives you an almost euphoric feeling at the end of every workout
People
HCM people

Professor Zhen Yan

director of the Center for Skeletal Muscle Research, University of Virginia
Regular exercise may help people survive COVID-19
Features
Opinion
The best time to plant a tree was 20 years ago; the second best time is now
Features
Supplier showcase
With the spread of COVID-19 forcing more people into isolation, PureGym worked with FunXtion to rapidly include a digital on-demand workout offering to support members at home
Features
feature
Matrix Connected Solutions helps Roko deliver a digital member experience beyond the four walls of the clubs
Features
Supplier showcase
Wattbike has partnered with Intelligent Cycling to transform indoor cycling with innovative new technology that enables automatic personalisation for riders in a group cycling class
Features
Insight
Industry analyst David Minton launched his new fitNdata global monitor just in time to catch the headline numbers for the impact of the coronavirus on the sector. He tells us how it’s looking
Features
Software
With the coronavirus pandemic forcing gyms across the world to temporarily close their doors, staying connected to your members digitally has never been more important. Software suppliers tell Steph Eaves how they’re contributing
Features
Coronavirus
As the sector looks into the void of the COVID-19 lockdown and its aftermath, Duncan Wood-Allum presents a blueprint for a positive future
Features
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 ...
Latest News
A study on how exercise changes the body at a molecular level has suggested that ...
Latest News
A new industry support association, Fitness United, launches today (1 June) to bring suppliers and ...
Latest News
Corporate broking and advisory firm, Peel Hunt, has issued a 'buy' recommendation for shares in ...
Latest News
Health club chain 24 Hour Fitness has reopened some of its sites in Texas and ...
Latest News
The fitness industry in Europe is uniting today (30 May) to launch #beactivehour, a free ...
Job search
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: 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.
Featured supplier news
Featured supplier: EGYM presents Corona Gym Solution, for the successful re-opening of fitness studios
Finally, the time has come: fitness and health facilities around the globe are gradually resuming operations.
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: Life Fitness
    Through our Life Fitness Solutions Partners, we can deliver design and build services, finance solutions, ...
    Company profiles
    Company profile: MoveGB
    Move is the fitness marketplace connecting our partners with customers through the largest variety of ...
    Catalogue Gallery
    Click on a catalogue to view it online
    Directory
    Design consultants
    Zynk Design Consultants: Design consultants
    Independent service & maintenance
    Servicesport UK Limited: Independent service & maintenance
    Fitness software
    Go Do.Fitness: Fitness software
    Trade associations
    International SPA Association - iSPA: Trade associations
    Lockers/interior design
    Crown Sports Lockers: Lockers/interior design
    Fitness equipment
    Stages Cycling: Fitness equipment
    Spa software
    SpaBooker: Spa software
    Exercise equipment
    Matrix Fitness: Exercise equipment
    Flooring
    Total Vibration Solutions / TVS Sports Surfaces: Flooring
    Direct debit solutions
    Harlands Group: Direct debit solutions
    Property & Tenders
    Greywell, Hampshire
    Barnsgrove Health and Wellness Club
    Property & Tenders
    Derby City Council
    Property & Tenders
    Diary dates
    13 Jun 2020
    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
    30-31 Oct 2020
    NEC, Birmingham, United Kingdom
    Diary dates
    27-28 Nov 2020
    Athena, Leicester, United Kingdom
    Diary dates

    features

    Promotional feature: Myzone

    Now in its eighth year, Myzone has established itself as a key player in the fitness industry. We chat to Myzone's global marketing director, Gemma Bonnett-Kolakowska, about how the brand continues to develop and evolve

    Published in Health Club Management 2019 issue 9

    What stage is Myzone at now?
    Myzone is growing up and maturing! Marketing has been the biggest recent focus for us, and we have done a great deal of work in-house to take the business to the next level, which will see further expansion and increased engagement with consumers. Although Myzone is Dave Wright’s baby and he is as involved as he's ever been, he has now appointed a senior management team to help move the company forward.

    The growth of the business has been phenomenal and we're growing significantly year on year. We’re now in 64 countries, translated into 19 languages and in 7,000 clubs globally. We've sold more than one million belts, excluding those sold directly to consumers. In 2018, 29 million workouts were completed and 4.5 billion MEPs were recorded.

    How have you succeeded in getting such a broad global spread?
    We have dramatically ramped up the marketing and we've developed great partnerships with distributors in other regions. EMEA is a big current focus for us, and former ukactive CEO Dave Stalker has been appointed to drive growth in this region. Asia Pacific is another area in which we are focusing our efforts – both regions have massive growth potential.

    You were brought on board two years ago to reset the marketing strategy. What's your background?
    I'd known Dave Wright for almost 20 years before I joined the company and I had a lot of operational experience. I started off working in corporate fitness in London, before joining Next Generation and then nine years with local authority clubs, before moving into consultancy with Leisure-net Solutions. Prior to Dave approaching me to join Myzone, I had been with Matrix, first helping them to reposition the brand in the UK and then as director of strategic marketing for EMEA.

    What was your first task at Myzone?
    I wanted to find out how the brand’s messaging and imagery was perceived by the industry and whether Dave’s vision – of motivation, gamification and making people feel good about exercise – had been embedded in the culture of the company and understood by the industry.

    I found that sometimes the message was inconsistent and there was a bit of disconnect. Myzone was known more for the product than the brand, and we wanted to make the brand – its message and personality – crystal clear.

    Firstly, we reset the marketing pillars to ensure the message, purpose and personality were aligned, then we redesigned the logo, sharpening up the font and the pantones. We changed the case from upper to lower – people know Myzone, so we don’t need to shout anymore. Then we overhauled the image and video library, creating a massive resource for both operators, trainers and end users, so they all fully understand the potential of Myzone and how it can work for them, as well as how they can create their own content from templates.

    Further to this, we redesigned the website and reset our inbound digital and marketing strategies, creating additional roles. We now have someone focused on social media, as well as for lead capture.

    Going forward, our next area of work will be to extend our app so that we can improve communication with the end user. We are looking to educate and engage directly with them, because if we can motivate them this will make them continue to exercise and therefore keep them a member of their health club.

    Further to this, we will also be fine tuning our digital and social media marketing platforms. All of the foundations are now in place, the next stage is to build on them for further growth, and we've agreed milestones and targets of where we want to be.

    We've gone from a start-up to an established company which has been strategised in a thoughtful, pro-active way and we have very clear milestones in mind, and avenues of how to get there.

    What's next for Myzone?
    We want as many people using it as possible, both in and outside of clubs and to keep engaging and motivating more people. We’re well placed to do this; wearables are still the ACSM’s number one trend and heart rate monitors are the fastest growing technological device. There are so many opportunities to engage more people – in the workplace and schools – and break down the barriers to exercising at clubs.

    Do you have any insights on how operators can achieve greater penetration?
    I think many operators are very focused on membership sales figures. They need to refine their purpose and consider what they want people to feel when they enter the club, with a focus on quality, experience and differentiation of the offering. The fitness market is changing and operators need to operate as a business, looking at all business aspects, not just membership figures.

    TEL: +44 (0) 115 777 3333

    EMAIL: [email protected]

    WEB: www.myzone.org

    The company has recently undergone a marketing overhaul, to ensure the industry has a clear understanding of the brand's personality and message
    The company has recently undergone a marketing overhaul, to ensure the industry has a clear understanding of the brand's personality and message
    Myzone launched at IHRSA in 2011 and was fully activated by 2012. The product is now in 64 countries and 7,000 clubs globally
    Myzone launched at IHRSA in 2011 and was fully activated by 2012. The product is now in 64 countries and 7,000 clubs globally
    Myzone's aim is to continue to engage more people, particularly in untapped areas like the workplace and schools
    Myzone's aim is to continue to engage more people, particularly in untapped areas like the workplace and schools
    http://www.leisureopportunities.com/images/imagesX/265726_787896.jpg
    After 8 years, Myzone is now in 64 countries and 7,000 clubs globally. HCM speaks to Gemma Bonnett-Kolakowska, Myzone's Global Marketing director, about their journey and what's next.
    Myzone, Gemma Bonnett-Kolakowska, Global Marketing Director,,Myzone, Gemma Bonnett-Kolakowska, Global Marketing Director, Fitness
    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 ...
    Latest News
    A study on how exercise changes the body at a molecular level has suggested that ...
    Latest News
    A new industry support association, Fitness United, launches today (1 June) to bring suppliers and ...
    Latest News
    Corporate broking and advisory firm, Peel Hunt, has issued a 'buy' recommendation for shares in ...
    Latest News
    Health club chain 24 Hour Fitness has reopened some of its sites in Texas and ...
    Latest News
    The fitness industry in Europe is uniting today (30 May) to launch #beactivehour, a free ...
    Latest News
    PureGym has become the latest fitness operator to deploy a digital offering in a bid ...
    Latest News
    A new report has revealed the likely timescales and shape of the UK fitness market's ...
    Latest News
    There has been a "surge in appreciation" of exercise during lockdown, with people turning to ...
    Job search
    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: 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.
    Featured supplier news
    Featured supplier: EGYM presents Corona Gym Solution, for the successful re-opening of fitness studios
    Finally, the time has come: fitness and health facilities around the globe are gradually resuming operations.
    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: Life Fitness
      Through our Life Fitness Solutions Partners, we can deliver design and build services, finance solutions, ...
      Company profiles
      Company profile: MoveGB
      Move is the fitness marketplace connecting our partners with customers through the largest variety of ...
      Catalogue Gallery
      Click on a catalogue to view it online
      Directory
      Design consultants
      Zynk Design Consultants: Design consultants
      Independent service & maintenance
      Servicesport UK Limited: Independent service & maintenance
      Fitness software
      Go Do.Fitness: Fitness software
      Trade associations
      International SPA Association - iSPA: Trade associations
      Lockers/interior design
      Crown Sports Lockers: Lockers/interior design
      Fitness equipment
      Stages Cycling: Fitness equipment
      Spa software
      SpaBooker: Spa software
      Exercise equipment
      Matrix Fitness: Exercise equipment
      Flooring
      Total Vibration Solutions / TVS Sports Surfaces: Flooring
      Direct debit solutions
      Harlands Group: Direct debit solutions
      Property & Tenders
      Greywell, Hampshire
      Barnsgrove Health and Wellness Club
      Property & Tenders
      Derby City Council
      Property & Tenders
      Diary dates
      13 Jun 2020
      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
      30-31 Oct 2020
      NEC, Birmingham, United Kingdom
      Diary dates
      27-28 Nov 2020
      Athena, Leicester, United Kingdom
      Diary dates
      Search news, features & products:
      Find a supplier:
      Active IQ
      Active IQ