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UNITING THE WORLD OF FITNESS
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
https://www.leisureopportunities.co.uk/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
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Latest News
Rainer Schaller, founder of budget gym megabrand McFIT, says that the global fitness industry will ...
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Featured supplier news
Featured supplier news: Introducing the Official Hammer Strength Box: a complete small group training solution
With gyms reopening as the fitness industry recovers from the impact of the pandemic, members are seeking social interaction and engaging training experiences in a small group setting.
Featured supplier news
Featured supplier news: INEOS: The future of hand-sanitising
As gyms begin to reopen, cleanliness and hygiene remain an essential part of ensuring staff and members are confident to return.
Featured operator news
Featured operator news: Everyone Active generates £342m in social value
Award-winning leisure operator Everyone Active generated £342million in social value at its sites across the country in 2019/20.
Featured operator news
Featured operator news: Everyone Active bolsters Everyone on Demand and enters second year with five new partnerships
Everyone Active has signed a number of new deals which will see the operator strengthen its digital product offering, Everyone on Demand.
Company profiles
Company profile: Proinsight Mystery Shopping
We take time at the outset to understand your unique customer journey. Then we work ...
Company profiles
Company profile: Xn Leisure Systems Ltd
Xn Leisure is a provider of cutting-edge health and fitness software, offering an exceptional service ...
Supplier Showcases
Supplier showcase - Safe Space: Changing concept
Catalogue Gallery
Click on a catalogue to view it online
Directory
Fitness equipment
Precor: Fitness equipment
Skincare
Sothys: Skincare
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Architects/designers
Zynk Design Consultants: Architects/designers
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Wearable technology solutions
MyZone: Wearable technology solutions
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Exercise equipment
Matrix Fitness: Exercise equipment
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
13-14 Oct 2021
Online,
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
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
https://www.leisureopportunities.co.uk/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
Rainer Schaller, founder of budget gym megabrand McFIT, says that the global fitness industry will ...
Latest News
The most high-risk and controversial Olympics of modern times begin today (23 July) in Tokyo, ...
Latest News
Further research into the levels of positive COVID-19 cases among those to have visited fitness ...
Latest News
Planning approval has been granted to what is set to become one of the first ...
Latest News
Digital fitness content provider, Wexer, is launching a new wellness resource on its connected Web ...
Latest News
Leisure-net has revealed plans to transform its active-net business event from an annual face-to-face gathering ...
Latest News
F45's IPO on the New York Stock Exchange (NYSE) has revealed a strong appetite from ...
Latest News
A large health club plays a major role in tech giant Microsoft’s recently opened R&D ...
Latest News
KA Leisure has appointed industry veteran Malcolm McPhail as its interim chief executive. McPhail, who ...
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Aspria Holdings, owner of eight premium wellbeing clubs in Germany, Belgium and Italy, has entered ...
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Vulnerable young people will be given opportunities to take part in sport and physical activity ...
Featured supplier news
Featured supplier news: Introducing the Official Hammer Strength Box: a complete small group training solution
With gyms reopening as the fitness industry recovers from the impact of the pandemic, members are seeking social interaction and engaging training experiences in a small group setting.
Featured supplier news
Featured supplier news: INEOS: The future of hand-sanitising
As gyms begin to reopen, cleanliness and hygiene remain an essential part of ensuring staff and members are confident to return.
Featured operator news
Featured operator news: Everyone Active generates £342m in social value
Award-winning leisure operator Everyone Active generated £342million in social value at its sites across the country in 2019/20.
Featured operator news
Featured operator news: Everyone Active bolsters Everyone on Demand and enters second year with five new partnerships
Everyone Active has signed a number of new deals which will see the operator strengthen its digital product offering, Everyone on Demand.
Company profiles
Company profile: Proinsight Mystery Shopping
We take time at the outset to understand your unique customer journey. Then we work ...
Company profiles
Company profile: Xn Leisure Systems Ltd
Xn Leisure is a provider of cutting-edge health and fitness software, offering an exceptional service ...
Supplier Showcases
Supplier showcase - Safe Space: Changing concept
Catalogue Gallery
Click on a catalogue to view it online
Directory
Fitness equipment
Precor: Fitness equipment
Skincare
Sothys: Skincare
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Architects/designers
Zynk Design Consultants: Architects/designers
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Wearable technology solutions
MyZone: Wearable technology solutions
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Exercise equipment
Matrix Fitness: Exercise equipment
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
13-14 Oct 2021
Online,
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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