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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

Write to reply

Do you have a strong opinion or disagree with somebody else’s views on the industry? If so, we’d love to hear from you – email: [email protected]

Published in Health Club Management 2014 issue 4

People paying to use facilities don’t represent wider population

Paul Bedford,

Research director,

Retention Guru


It was interesting to read the recent article (HCM March 14, p32) based on my Black and White Retention reports.

The reports profiled almost 350,000 members – if published as an academic paper, this would make it one of the largest studies ever – and the operators involved represented the distribution of sectors across the UK, providing like-for-like information about membership retention. The results clearly show that people paying to use facilities don’t represent the full breadth of the population.

The results don’t take into account concessions, which may affect the proportion of public sector users, but these are not the intended participants of the study, which ultimately shows an increasing similarity in the profile of paying members across all sectors.

In the MOSAIC breakdown, by far the largest group was Liberal Opinions (100,447); the next largest group was only one-third that size. In addition, while some operators may assume they are opening up new markets, seven out of 10 reported new joiners had previously been members elsewhere.

While it may not make us warm and fuzzy inside, the data is a reflection of the way we design and run our facilities and market and sell memberships. If we want the data to show something else, we must introduce new approaches.

Ultimately the public sector will not survive unless it can become commercially viable as well as community focused, while private sector operators must differentiate themselves from each other in order to carve out their place in the market and demonstrate growth.

Results of the study didn’t take into account concessions in the public sector / Photo: www.shutterstock.com
Results of the study didn’t take into account concessions in the public sector/ Photo: www.shutterstock.com

Innovation vital to closing ‘authenticity gap’

Leon Houseman,

Marketing Manager,

Gladstone MRM


I was interested to read the recent business press coverage (Reuters, CNBC and the New York Times) of the latest Authenticity Gap study from global communications firm FleishmanHillard and its partner Lepere Analytics, as I believe its findings should be a wake-up call for the health and fitness industry.

The research identified a significant discrepancy between consumers’ expectations of leading brands and their actual experiences. This so-called ‘authenticity gap’, said to undermine customer confidence and business performance, was particularly pronounced in the area of innovation. The research looked at nine drivers of reputation, from ‘doing right’ to ‘customer care’. Of all these drivers, UK respondents cited ‘innovation’ as the most critical for reputation in 75 per cent of the industries analysed – yet in 65 per cent of cases, their experiences did not meet their expectations.

Health clubs are not immune. It’s vital that operators live up to consumers’ expectations, particularly when it comes to technological advancements, in order to close its own ‘authenticity gap’ between consumers’ expectations and experiences.

Innovation was found to be critical to a company’s reputation / Photo: www.shutterstock.com
Innovation was found to be critical to a company’s reputation/ Photo: www.shutterstock.com
If you would like to get each issue of HCM magazine sent direct to you for FREE, plus the weekly HCM ezine, sign up now!
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The public sector won't survive unless it becomes more community and commercially focused, believes Dr Paul Bedford
People
HCM people

Jo Smallwood

general manager, Oldham Leisure Centre
We saw the opportunity to initiate new partnerships with the Oldham Foodbank to help local residents during the COVID-19 crisis. We can’t serve our community in the way we would usually do, so we’ve moved resources to help where people need us most
People
HCM people

Aaron Smith

Founder, KX Pilates
‘KX’ stands for ‘the Kaizen Experience’, which means ‘change for the better’ in Japanese. It’s a philosophy that focuses on continuous improvement. We’re always seeking to improve, not only as a company but as individuals
People
HCM people

Ben Lucas

Founder, Flow Athletic, Sydney
We advise our Flow Athletes to complete classes at a ratio of one yoga class to one strength class to one cardio class. This combination has very positive effects
Features
Statistics
88.9% of gym members are expected to return and group ex will be fastest to recover
Features
Opinion
The over-70s were treated as one homogenous group during the lockdown and advised to shield. Colin Milner, founder and CEO of the International Council on Active Aging says this is leading to an increase in ageism that the industry must fight to overcome
Features
Talking Point
The fitness industry has shown incredible flexibility during lockdown, pivoting to digital to keep people active. But as lockdowns end, we ask what impact the pandemic will have on facility provision
Features
Partner briefing
BMF, the outdoor fitness franchise company co-owned by Bear Grylls, is launching a £1m initiative designed to offer financial support to PTs and exercise professionals in getting back to work after the lockdown
Features
Supplier showcase
Bannatyne has driven member engagement with Les Mills during the lockdown
Features
Staff welfare
As staff and members prepare to return to the gym, Dr Dane Vishnubala gives advice to operators on gearing up to offer them mental health support
Features
Statistics
More than 65,000 people responded to a survey designed to gauge what members want and expect from the sector after lockdown, as Leisure-net’s Dave Monkhouse reports
Features
Latest News
A free-to-access training platform has launched to help the sport and fitness workforce confidently return ...
Latest News
Glasgow Life, which runs leisure and culture facilities on behalf of Glasgow City Council, has ...
Latest News
Fitness equipment firm Nautilus Inc is looking for a buyer for its commercial equipment brand ...
Latest News
Technogym has announced the launch of live streaming and on-demand classes. The new content will ...
Latest News
A number of gym operators are concerned that local lockdowns could come into effect in ...
Latest News
Prime Minister Boris Johnson has announced that gyms may be able to reopen in a ...
Latest News
UK consumer confidence has improved significantly since the beginning of the lockdown, with a fifth ...
Featured supplier news
Featured supplier: Incorpore and MoveGB ink groundbreaking partnership to transform corporate wellness offering
Incorpore and MoveGB have entered into a landmark partnership, combining the UK’s largest provider of corporate gym memberships with the nation’s biggest network of classes.
Featured supplier news
Featured supplier: Fisikal chosen as tech partner for ‘JP4’; new health app from fitness expert, Jessie Pavelka
Fitness expert and television host, Jessie Pavelka has collaborated with Fisikal, experts in digital management solutions, to create the new JP4 app, a premium 12-week personal health and fitness transformation programme that takes the user on a journey of change through four key elements of health.
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: Physical Company Ltd
Physical Company provides specialist fitness solutions. This includes equipment, flooring, gym design, programming and training ...
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
Exercise equipment
Technogym: Exercise equipment
Wearable technology solutions
MyZone: Wearable technology solutions
Design consultants
Zynk Design Consultants: Design consultants
Locking solutions
Monster Padlocks: Locking solutions
Management software
Fisikal: Management software
Fitness Software
FunXtion International BV: Fitness Software
Trade associations
International SPA Association - iSPA: Trade associations
Lockers/interior design
Fitlockers: Lockers/interior design
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Skincare
Comfort Zone - Davines S.p.A: Skincare
Property & Tenders
Greywell, Hampshire
Barnsgrove Health and Wellness Club
Property & Tenders
Derby City Council
Property & Tenders
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
22-23 Sep 2020
Heythrop Park, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
27-30 Oct 2020
Messe Stuttgart, Germany
Diary dates
03-06 Nov 2020
Online,
Diary dates
27-28 Nov 2020
Athena, Leicester, 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

Write to reply

Do you have a strong opinion or disagree with somebody else’s views on the industry? If so, we’d love to hear from you – email: [email protected]

Published in Health Club Management 2014 issue 4

People paying to use facilities don’t represent wider population

Paul Bedford,

Research director,

Retention Guru


It was interesting to read the recent article (HCM March 14, p32) based on my Black and White Retention reports.

The reports profiled almost 350,000 members – if published as an academic paper, this would make it one of the largest studies ever – and the operators involved represented the distribution of sectors across the UK, providing like-for-like information about membership retention. The results clearly show that people paying to use facilities don’t represent the full breadth of the population.

The results don’t take into account concessions, which may affect the proportion of public sector users, but these are not the intended participants of the study, which ultimately shows an increasing similarity in the profile of paying members across all sectors.

In the MOSAIC breakdown, by far the largest group was Liberal Opinions (100,447); the next largest group was only one-third that size. In addition, while some operators may assume they are opening up new markets, seven out of 10 reported new joiners had previously been members elsewhere.

While it may not make us warm and fuzzy inside, the data is a reflection of the way we design and run our facilities and market and sell memberships. If we want the data to show something else, we must introduce new approaches.

Ultimately the public sector will not survive unless it can become commercially viable as well as community focused, while private sector operators must differentiate themselves from each other in order to carve out their place in the market and demonstrate growth.

Results of the study didn’t take into account concessions in the public sector / Photo: www.shutterstock.com
Results of the study didn’t take into account concessions in the public sector/ Photo: www.shutterstock.com

Innovation vital to closing ‘authenticity gap’

Leon Houseman,

Marketing Manager,

Gladstone MRM


I was interested to read the recent business press coverage (Reuters, CNBC and the New York Times) of the latest Authenticity Gap study from global communications firm FleishmanHillard and its partner Lepere Analytics, as I believe its findings should be a wake-up call for the health and fitness industry.

The research identified a significant discrepancy between consumers’ expectations of leading brands and their actual experiences. This so-called ‘authenticity gap’, said to undermine customer confidence and business performance, was particularly pronounced in the area of innovation. The research looked at nine drivers of reputation, from ‘doing right’ to ‘customer care’. Of all these drivers, UK respondents cited ‘innovation’ as the most critical for reputation in 75 per cent of the industries analysed – yet in 65 per cent of cases, their experiences did not meet their expectations.

Health clubs are not immune. It’s vital that operators live up to consumers’ expectations, particularly when it comes to technological advancements, in order to close its own ‘authenticity gap’ between consumers’ expectations and experiences.

Innovation was found to be critical to a company’s reputation / Photo: www.shutterstock.com
Innovation was found to be critical to a company’s reputation/ Photo: www.shutterstock.com
If you would like to get each issue of HCM magazine sent direct to you for FREE, plus the weekly HCM ezine, sign up now!
http://www.leisureopportunities.com/images/HCM2014_4letter.gif
The public sector won't survive unless it becomes more community and commercially focused, believes Dr Paul Bedford
Latest News
A free-to-access training platform has launched to help the sport and fitness workforce confidently return ...
Latest News
Glasgow Life, which runs leisure and culture facilities on behalf of Glasgow City Council, has ...
Latest News
Fitness equipment firm Nautilus Inc is looking for a buyer for its commercial equipment brand ...
Latest News
Technogym has announced the launch of live streaming and on-demand classes. The new content will ...
Latest News
A number of gym operators are concerned that local lockdowns could come into effect in ...
Latest News
Prime Minister Boris Johnson has announced that gyms may be able to reopen in a ...
Latest News
UK consumer confidence has improved significantly since the beginning of the lockdown, with a fifth ...
Latest News
The PGA Tour has recently bought 1,000 Whoop bands for its golfers, after PGA Tour ...
Latest News
ukactive has announced that Active Uprising and the National Summit are going digital as part ...
Latest News
Industry body ukactive has today (1 July) hosted a delegation of government and public health ...
Featured supplier news
Featured supplier: Incorpore and MoveGB ink groundbreaking partnership to transform corporate wellness offering
Incorpore and MoveGB have entered into a landmark partnership, combining the UK’s largest provider of corporate gym memberships with the nation’s biggest network of classes.
Featured supplier news
Featured supplier: Fisikal chosen as tech partner for ‘JP4’; new health app from fitness expert, Jessie Pavelka
Fitness expert and television host, Jessie Pavelka has collaborated with Fisikal, experts in digital management solutions, to create the new JP4 app, a premium 12-week personal health and fitness transformation programme that takes the user on a journey of change through four key elements of health.
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: Physical Company Ltd
Physical Company provides specialist fitness solutions. This includes equipment, flooring, gym design, programming and training ...
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
Exercise equipment
Technogym: Exercise equipment
Wearable technology solutions
MyZone: Wearable technology solutions
Design consultants
Zynk Design Consultants: Design consultants
Locking solutions
Monster Padlocks: Locking solutions
Management software
Fisikal: Management software
Fitness Software
FunXtion International BV: Fitness Software
Trade associations
International SPA Association - iSPA: Trade associations
Lockers/interior design
Fitlockers: Lockers/interior design
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Skincare
Comfort Zone - Davines S.p.A: Skincare
Property & Tenders
Greywell, Hampshire
Barnsgrove Health and Wellness Club
Property & Tenders
Derby City Council
Property & Tenders
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
22-23 Sep 2020
Heythrop Park, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
27-30 Oct 2020
Messe Stuttgart, Germany
Diary dates
03-06 Nov 2020
Online,
Diary dates
27-28 Nov 2020
Athena, Leicester, 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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