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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

Promotional feature: Legend Club Management Systems

Bryan O'Rourke and Legend’s Sean Maguire investigate how the industry is preparing for the next decade of fitness and wellbeing

Published in Health Club Management 2019 issue 11
Sean Maguire (left) and Bryan O'Rourke are preparing for future fitness industry trends
Sean Maguire (left) and Bryan O'Rourke are preparing for future fitness industry trends

The health and fitness industry, although currently booming, is in a crisis of change where key issues are often veiled and hard to recognise. Intense targeting of millennial customers is leading to decreased focus on the customer demographic that still controls the majority of spend.

Diversification and the push from ‘Big Tech’ are squeezing middle-market offerings, with many operators struggling to keep up with the strategic selection of rapidly advancing technology.

Nonetheless, it's technology that is the key to success in this fluid climate. Learning from other sectors, such as retail, the industry must now work together to develop strategies and find partners who can help identify and address potential threats; harness new opportunities, and keep up with the constant development that is presented by new technologies.

According to IHRSA (International Health, Racquet & Sportsclub Association), the US$30bn US health and fitness industry has grown by at least 3-4 per cent annually for the last decade and shows no signs of slowing down. Similarly, the number of fitness facilities in the UK continues to increase, with the country’s health club industry worth an estimated US$5.5bn in 2018.

Despite continued growth, the industry as we've traditionally known it is under threat. Industry 4.0 has arrived and is having a dramatic impact. Networks have driven a 159 per cent increase in remote working over the last 12 years, there’s a rise in virtual communities and wearables now track our daily activity levels and can set personalised challenges.

The prevalence of data generated means we are, both as individuals and as a society, increasingly outcomes-focused.

That change is underway is nothing new. The challenge we must now collectively face is to make the most of opportunities that have opened up. This was the topic of debate on 9th October, when some of the UK fitness and leisure industry’s business leaders gathered to discuss the trends, drivers and opportunities that are currently shaping the future of our market.

Trends
Diversification is arguably one of the most disruptive trends for our industry today. Luxury, boutique and higher-end offerings are expanding, as are the no-frills budget chains – both of which have clearly identified their target demographic and their needs. The more traditional middle-market gym model is squeezed, with delegates understandably conscious that – in many cases – keeping up with the strategic selection and adoption of rapidly advancing technology into the fabric of their operations has been challenging.

At the same time, there's no escaping the push from so-called ‘Big Tech’ into the fitness and wellness space. Amazon, Google and Apple are all actively working on the concept of personalised AI wellness assistants or apps, while platforms such as Peloton are making it compelling to access exercise at home without stepping foot inside a gym.

However, among the rapid change and doubt, an element of reality is needed.

The ‘millennial disruption’ is a case in point. Yes, this is the generation driving apps and the instant gratification culture. But global demographics indicate that populations are ageing and birth rates declining. Baby Boomers’ net value is currently 12 times that of the millennials. The power of the purse will, therefore, continue to lie with this generation, presenting a significant opportunity for operators who are able to tap into the lifestyle and community aspect of their offering for this group.

Think Strategy
Across all industries, the smartest competitors are reinventing their propositions. Retailers are reconceiving the high street, changing their store estate from retail shops to retail destinations backed by strong e-commerce offerings supported by sleek, slick technology. This hybrid model will be a big part of the health, fitness and wellbeing industry’s future.

Innovations such as facial recognition, kiosks, and payment automation – to name but a few – present a real opportunity for greater operational efficiency within the physical health club space, while virtual classes or personal training provide convenience, allowing consumers to exercise where they want, when they want – but still within a defined local and personal community.

It's key that many of our customers value automation and individual outcomes-based exercise experiences, but for others, the human touch that their gym provides remains the most important factor. Understanding different customers’ motivations, what value means to them and redefining our proposition around those customer segments is critical.

With Power comes Responsibility
The newly released 2019 Edelman Trust Barometer revealed that trust has changed profoundly in recent years, with only one in five of us believing that “the system works for them” and public faith in government and the media at an all-time low.

Within this context, how we manage, store, treat and protect our customers’ data, to not only build sets of communities among them, but also to engender long-term loyalty to operators is key. Creating frictionless user experiences while valuing what is human – coaching, group fitness, personal voice interfaces and delivering outstanding service – the so-called ‘high tech, high touch’ – will be where we as an industry can really thrive.

As we enter the next decade of fitness and wellbeing, there are no wrong answers and no wrong actions other than inaction. We must work together to challenge the ‘why’ behind our mindset and strategise accordingly.

Legend Industry THINK TANK 2019

Hosted by Legend Club Management Systems and led by chair of the Fit Tech Council, Bryan O’Rourke, Legend would like to extend thanks to delegates, including:

Allison Savich, strategic lead for data and market innovation, Sport England

Andrew Wadland, strategy and performance director, Parkwood Leisure

Anne-Marie Errock, digital manager at MCRactive, Manchester City Council

Dave Gerrish, head of digital transformation, ukactive

Jon Hymus, commercial director, Serco Leisure

Liz Terry, CEO, Leisure Media and editor, HCM magazine

Marcus Spain, assistant director of sport and physical recreation, University of Nottingham

Scott Rolfe, CEO, Halo Leisure

Stephen Winfield, company digital services manager, GLL

Susan Grady, CEO, Kildare Sports and Leisure Facilities Ltd

TEL: +44 (0)1904 529 575

EMAIL: [email protected]

WEB: www.legendware.co.uk

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Baby Boomers’ net value is 12 times that of millennials / PHOTO: SHUTTERSTOCK/karelnoppe
Baby Boomers’ net value is 12 times that of millennials / PHOTO: SHUTTERSTOCK/karelnoppe
https://www.leisureopportunities.co.uk/images/imagesX/837086_990562.jpg
Bryan O'Rourke and Legend’s Sean Maguire investigate how the industry is preparing for the next decade of fitness and wellbeing
Legend,Bryan O'Rourke, Legend, Sean Maguire,
People
Overall, it’s about creating something a little less efficient, a little more fun. Somewhere you can lose yourself for a couple of hours
People
People in Club V trust me and I want to do the best for them and help them progress
People
We’re getting high usage: typically 2,000 visits a day. We’ve already celebrated our millionth member visit
Features
Supplier showcase
SIX3NINE opened its second London studio in August, and will continue to partner with Physical Company as it aims to open up to five studios across the city
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feature
Wattbike’s lead sport scientist Eddie Fletcher discusses the importance of health assessments, changes in consumer behaviour post-lockdown and the latest UK government strategy
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Supplier showcase
Prestigious estate, Stoke Park, has invested in a new fitness technology upgrade by Matrix
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Supplier showcase
Sporteve has enhanced its in-club digital experience by working with Funxtion to install multiscreens to power the member experience
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Sponsored briefing
Welcome to the world of creative fitness, where exercise and fun merge to change the way we train. Technogym is here to inspire you to offer members the best workouts and experience, making sure they have a great time
Features
Talking point
Gym operators in the UK can now open on the high street, without planning permission, thanks to changes in legislation. What impact will this have on the industry? Kath Hudson reports
Features
Research
A new study suggests that exercise leads to elevated galanin levels – which in turn helps the brain’s stress response, giving more resilience. Tom Walker reports
Features
Latest News
Chancellor Rishi Sunak's proposals to support the economy through the next six months of the ...
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The UK government's 'Rule of Six' has come into force in physical activity facilities today ...
Latest News
The UK's physical activity sector has come together to get millions of people active during ...
Latest News
A study by Rutgers University has suggested that it could be possible to predict which ...
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Health club and gyms operators in California are suing state governor Gavin Newsom in an ...
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More than 100 sport and physical activity bodies have sent a letter to UK Prime ...
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Gyms in the UK are continuing to successfully control COVID-19 transmisssion, according to the latest ...
Opinion
promotion
The pandemic has thrown a new focus on health, with sales of body composition analysis equipment at an all-time high, as InBody’s Francesca Cooper explains.
Opinion: Gyms add body composition analysis and health screening to their offering following pandemic
Featured supplier news
Featured supplier: Carbon Trainer raises the bar in strength training with next-generation AI Fitness Mirror
Carbon, creators of the first AI-powered at-home fitness mirror that tracks workouts announces the launch of Carbon Trainer.
Featured supplier news
Featured supplier: CAWS unveils new programme designed to help trainers work with guests recovering from COVID-19
Educational company, CAWS, has launched a new programme to help educate trainers on how to support members recovering from COVID-19.
Video Gallery
Freemotion FUSION Team Training
FreeMotion Fitness
The High-Intensity Cardio-Strength Training. Read more
More videos:
Company profiles
Company profile: MoveGB
Move is the fitness marketplace connecting our partners with customers through the largest variety of ...
Company profiles
Company profile: FunXtion International BV
Unlock your club’s digital potential with the FunXtion Platform. Deliver engaging and immersive digital fitness ...
Supplier Showcases
Supplier showcase - Digital gym floor
Catalogue Gallery
Click on a catalogue to view it online
Directory
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Locking solutions
Monster Padlocks: Locking solutions
Spa software
SpaBooker: Spa software
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Design consultants
Zynk Design Consultants: Design consultants
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Software
Volution.fit: Software
Direct debit solutions
Harlands Group: Direct debit solutions
Skincare
Sothys: Skincare
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
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
07 Oct 2020
Online, Singapore, Singapore
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
03-06 Nov 2020
Online,
Diary dates
17 Nov 2020
Loughborough University, Loughborough, United Kingdom
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
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

features

Promotional feature: Legend Club Management Systems

Bryan O'Rourke and Legend’s Sean Maguire investigate how the industry is preparing for the next decade of fitness and wellbeing

Published in Health Club Management 2019 issue 11
Sean Maguire (left) and Bryan O'Rourke are preparing for future fitness industry trends
Sean Maguire (left) and Bryan O'Rourke are preparing for future fitness industry trends

The health and fitness industry, although currently booming, is in a crisis of change where key issues are often veiled and hard to recognise. Intense targeting of millennial customers is leading to decreased focus on the customer demographic that still controls the majority of spend.

Diversification and the push from ‘Big Tech’ are squeezing middle-market offerings, with many operators struggling to keep up with the strategic selection of rapidly advancing technology.

Nonetheless, it's technology that is the key to success in this fluid climate. Learning from other sectors, such as retail, the industry must now work together to develop strategies and find partners who can help identify and address potential threats; harness new opportunities, and keep up with the constant development that is presented by new technologies.

According to IHRSA (International Health, Racquet & Sportsclub Association), the US$30bn US health and fitness industry has grown by at least 3-4 per cent annually for the last decade and shows no signs of slowing down. Similarly, the number of fitness facilities in the UK continues to increase, with the country’s health club industry worth an estimated US$5.5bn in 2018.

Despite continued growth, the industry as we've traditionally known it is under threat. Industry 4.0 has arrived and is having a dramatic impact. Networks have driven a 159 per cent increase in remote working over the last 12 years, there’s a rise in virtual communities and wearables now track our daily activity levels and can set personalised challenges.

The prevalence of data generated means we are, both as individuals and as a society, increasingly outcomes-focused.

That change is underway is nothing new. The challenge we must now collectively face is to make the most of opportunities that have opened up. This was the topic of debate on 9th October, when some of the UK fitness and leisure industry’s business leaders gathered to discuss the trends, drivers and opportunities that are currently shaping the future of our market.

Trends
Diversification is arguably one of the most disruptive trends for our industry today. Luxury, boutique and higher-end offerings are expanding, as are the no-frills budget chains – both of which have clearly identified their target demographic and their needs. The more traditional middle-market gym model is squeezed, with delegates understandably conscious that – in many cases – keeping up with the strategic selection and adoption of rapidly advancing technology into the fabric of their operations has been challenging.

At the same time, there's no escaping the push from so-called ‘Big Tech’ into the fitness and wellness space. Amazon, Google and Apple are all actively working on the concept of personalised AI wellness assistants or apps, while platforms such as Peloton are making it compelling to access exercise at home without stepping foot inside a gym.

However, among the rapid change and doubt, an element of reality is needed.

The ‘millennial disruption’ is a case in point. Yes, this is the generation driving apps and the instant gratification culture. But global demographics indicate that populations are ageing and birth rates declining. Baby Boomers’ net value is currently 12 times that of the millennials. The power of the purse will, therefore, continue to lie with this generation, presenting a significant opportunity for operators who are able to tap into the lifestyle and community aspect of their offering for this group.

Think Strategy
Across all industries, the smartest competitors are reinventing their propositions. Retailers are reconceiving the high street, changing their store estate from retail shops to retail destinations backed by strong e-commerce offerings supported by sleek, slick technology. This hybrid model will be a big part of the health, fitness and wellbeing industry’s future.

Innovations such as facial recognition, kiosks, and payment automation – to name but a few – present a real opportunity for greater operational efficiency within the physical health club space, while virtual classes or personal training provide convenience, allowing consumers to exercise where they want, when they want – but still within a defined local and personal community.

It's key that many of our customers value automation and individual outcomes-based exercise experiences, but for others, the human touch that their gym provides remains the most important factor. Understanding different customers’ motivations, what value means to them and redefining our proposition around those customer segments is critical.

With Power comes Responsibility
The newly released 2019 Edelman Trust Barometer revealed that trust has changed profoundly in recent years, with only one in five of us believing that “the system works for them” and public faith in government and the media at an all-time low.

Within this context, how we manage, store, treat and protect our customers’ data, to not only build sets of communities among them, but also to engender long-term loyalty to operators is key. Creating frictionless user experiences while valuing what is human – coaching, group fitness, personal voice interfaces and delivering outstanding service – the so-called ‘high tech, high touch’ – will be where we as an industry can really thrive.

As we enter the next decade of fitness and wellbeing, there are no wrong answers and no wrong actions other than inaction. We must work together to challenge the ‘why’ behind our mindset and strategise accordingly.

Legend Industry THINK TANK 2019

Hosted by Legend Club Management Systems and led by chair of the Fit Tech Council, Bryan O’Rourke, Legend would like to extend thanks to delegates, including:

Allison Savich, strategic lead for data and market innovation, Sport England

Andrew Wadland, strategy and performance director, Parkwood Leisure

Anne-Marie Errock, digital manager at MCRactive, Manchester City Council

Dave Gerrish, head of digital transformation, ukactive

Jon Hymus, commercial director, Serco Leisure

Liz Terry, CEO, Leisure Media and editor, HCM magazine

Marcus Spain, assistant director of sport and physical recreation, University of Nottingham

Scott Rolfe, CEO, Halo Leisure

Stephen Winfield, company digital services manager, GLL

Susan Grady, CEO, Kildare Sports and Leisure Facilities Ltd

TEL: +44 (0)1904 529 575

EMAIL: [email protected]

WEB: www.legendware.co.uk

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Baby Boomers’ net value is 12 times that of millennials / PHOTO: SHUTTERSTOCK/karelnoppe
Baby Boomers’ net value is 12 times that of millennials / PHOTO: SHUTTERSTOCK/karelnoppe
https://www.leisureopportunities.co.uk/images/imagesX/837086_990562.jpg
Bryan O'Rourke and Legend’s Sean Maguire investigate how the industry is preparing for the next decade of fitness and wellbeing
Legend,Bryan O'Rourke, Legend, Sean Maguire,
Latest News
Chancellor Rishi Sunak's proposals to support the economy through the next six months of the ...
Latest News
The UK government's 'Rule of Six' has come into force in physical activity facilities today ...
Latest News
The UK's physical activity sector has come together to get millions of people active during ...
Latest News
A study by Rutgers University has suggested that it could be possible to predict which ...
Latest News
Health club and gyms operators in California are suing state governor Gavin Newsom in an ...
Latest News
The Global Wellness Summit (GWS) has announced the appointment of C. Victor Brick, CEO of ...
Latest News
More than 100 sport and physical activity bodies have sent a letter to UK Prime ...
Latest News
Gyms in the UK are continuing to successfully control COVID-19 transmisssion, according to the latest ...
Latest News
Electronics giant LG has entered the fitness and wellness market with the launch of a ...
Latest News
Exercise has been voted the number one way the public can help the NHS – ...
Latest News
Hundreds of thousands of small companies in the UK – including those operating in fitness ...
Opinion
promotion
The pandemic has thrown a new focus on health, with sales of body composition analysis equipment at an all-time high, as InBody’s Francesca Cooper explains.
Opinion: Gyms add body composition analysis and health screening to their offering following pandemic
Featured supplier news
Featured supplier: Carbon Trainer raises the bar in strength training with next-generation AI Fitness Mirror
Carbon, creators of the first AI-powered at-home fitness mirror that tracks workouts announces the launch of Carbon Trainer.
Featured supplier news
Featured supplier: CAWS unveils new programme designed to help trainers work with guests recovering from COVID-19
Educational company, CAWS, has launched a new programme to help educate trainers on how to support members recovering from COVID-19.
Video Gallery
Freemotion FUSION Team Training
FreeMotion Fitness
The High-Intensity Cardio-Strength Training. Read more
More videos:
Company profiles
Company profile: MoveGB
Move is the fitness marketplace connecting our partners with customers through the largest variety of ...
Company profiles
Company profile: FunXtion International BV
Unlock your club’s digital potential with the FunXtion Platform. Deliver engaging and immersive digital fitness ...
Supplier Showcases
Supplier showcase - Digital gym floor
Catalogue Gallery
Click on a catalogue to view it online
Directory
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Locking solutions
Monster Padlocks: Locking solutions
Spa software
SpaBooker: Spa software
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Design consultants
Zynk Design Consultants: Design consultants
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Software
Volution.fit: Software
Direct debit solutions
Harlands Group: Direct debit solutions
Skincare
Sothys: Skincare
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
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
07 Oct 2020
Online, Singapore, Singapore
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
03-06 Nov 2020
Online,
Diary dates
17 Nov 2020
Loughborough University, Loughborough, United Kingdom
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
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
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