Zimmer MedizinSysteme GmbH / icelab
Zimmer MedizinSysteme GmbH / icelab
Zimmer MedizinSysteme GmbH / icelab
Health Club Management

Health Club Management

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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

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
http://www.leisureopportunities.com/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
HCM people

Amanda Daley

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PACE labelling would be a simple, user-friendly way of informing people, at a glance, of the amount of physical activity required for the food they are considering eating
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I didn’t dream how big this is going to get. I never imagined it would go to the dimension it is now. But it’s there, so we’re going with it
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Regional Director, Everyone Active
People don’t want to just come in and run on a treadmill or sit on a bike, they want an experience
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Gyms need to look at ways to deploy technology that helps them engage with customers on a human level. This can be done by encouraging customers to leave as much real-time feedback as possible
Opinion: Customer Feedback: the Good, the Bad and the ‘Could be Improved’ Why health clubs need to take action in 2020 to retain their New Year customers
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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

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
http://www.leisureopportunities.com/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
Rising workplace stress among employees has led companies to increase their investment in incentives as ...
Latest News
David Lloyd Leisure is facing prosecution by Leeds Council over alleged health and safety breaches, ...
Latest News
Taking part in regular aerobic exercise could decrease the likelihood of developing Alzheimer's disease in ...
Latest News
A self-help studio marketing itself as a "first-of-its-kind self-development wellness space" will open in the ...
Latest News
A report outlining membership habits and retention in the fitness sector will be released at ...
Latest News
Xponential Fitness has signed a master franchise deal for its Club Pilates brand in Singapore, ...
Latest News
The Bee Network initiative – a joined-up cycling and walking network in Greater Manchester – ...
Latest News
Multi-brand wellness operator Evolution Wellness plans to launch new concepts and brands into the Asian ...
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Four in five (81 per cent) disabled people want to be more physically active – ...
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Women-only kickboxing franchise 30 Minute Hit plans to open 50 new sites internationally during 2020. ...
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A white paper charting the effects of intermediary services – or aggregators – in the ...
Job search
POST YOUR JOB
Featured supplier news
Featured supplier: Training provider explains how a partnership with Fisikal transformed their business
Drummond Health & Fitness Education Academy has been providing quality health and fitness training and education for more than 35 years.
Featured supplier news
Featured supplier: RLSS UK - First choice for all aquatic rescue, pool management, first aid qualifications and training
The Royal Life Saving Society UK (RLSS UK) is proud to be the industry leader in water-related safety qualifications and training. More than 40,000 pool lifeguards qualify with an RLSS UK National Pool Lifeguard Qualification (NPLQ) every year.
Opinion
promotion
Gyms need to look at ways to deploy technology that helps them engage with customers on a human level. This can be done by encouraging customers to leave as much real-time feedback as possible
Opinion: Customer Feedback: the Good, the Bad and the ‘Could be Improved’ Why health clubs need to take action in 2020 to retain their New Year customers
Video Gallery
How to use the MZ-Bodyscan
MyZone
The Best Product for the Best Clubs Read more
More videos:
Company profiles
Company profile: Keiser UK Ltd
Keiser began its history of visionary sports science leadership over 40 years ago, rejecting the ...
Company profiles
Company profile: TRIB3 International Ltd
First established in Sheffield in January 2016 TRIB3 is a bootcamp boutique studio designed to ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Trade associations
International SPA Association - iSPA: Trade associations
Professional services
Deloitte UK: Professional services
Skincare
Sothys: Skincare
Locking solutions
Ojmar: Locking solutions
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Spa software
SpaBooker: Spa software
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Exercise equipment
Power Plate: Exercise equipment
Fitness software
Go Do.Fitness: Fitness software
Management software
Fisikal: Management software
Property & Tenders
Derby City Council
Property & Tenders
Diary dates
20 Feb 2020
The Old Truman Brewery, London, United Kingdom
Diary dates
06-07 Mar 2020
Palazzo del Ghiaccio, Milan, Italy
Diary dates
23-25 Mar 2020
Hilton, Barcelona, Spain
Diary dates
25 Mar 2020
Executive Boardroom, Middlesex University, London, United Kingdom
Diary dates
25-26 Mar 2020
Eastwood Hall, Nottingham, United Kingdom
Diary dates
26-29 Mar 2020
The Winter Gardens Blackpool, Blackpool , United Kingdom
Diary dates
27-29 Mar 2020
TeatroGoya Multiespacio, Madrid, Spain
Diary dates
19-24 Apr 2020
tbc, Beijing, China
Diary dates
04 Jun 2020
Marriott Forest of Arden Hotel & Country Club, Birmingham, United Kingdom
Diary dates
13 Jun 2020
Worldwide, Various,
Diary dates
17-18 Jun 2020
ExCeL London, London, United Kingdom
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
30-31 Oct 2020
NEC, Birmingham, United Kingdom
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
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Zimmer MedizinSysteme GmbH / icelab
Zimmer MedizinSysteme GmbH / icelab