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Health Club Management

Health Club Management

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Health Club Management

Health Club Management

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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
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
People
We’re trying to help people understand exactly how much effort they need to apply in order to get the best outcome, so they can do it over a long period of time and not burn out. The overall training effect is then much better
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HCM people

José Teixeira

SC Fitness, Portugal: head of customer experience
People often assume that those who pay more stay longer, but we don’t see this. What we see is that if you have PT you stay longer because you use more, not because you pay more
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People know yoga, Pilates, HIIT and Barry’s Bootcamp, but many don’t know vibration training and it’s my intention, passion and purpose to make it available and bring it to the world
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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
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
Life Leisure is expanding its facility portfolio with the launch of an independent boutique fitness ...
Latest News
Almost half of children and young people (46.8 per cent) in England are doing the ...
Latest News
A local fitness operator with 11 clubs in Chicago, US, is looking to muscle in ...
Latest News
Fitness industry veteran Nick Coutts has been appointed chair of Danish fitness tech firm Motosumo. ...
Latest News
The improvements in health and wellbeing associated with exercise referral schemes aren’t as large as ...
Latest News
The Bannatyne Group has appointed Hugh Hanley as its new head of fitness. He joins ...
Latest News
Physical exercise can improve the health of blood vessels in the heart for people with ...
Latest News
Hufft have created a community fitness centre in Humboldt, Kansas, that reflects the US city's ...
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Featured supplier news
Featured supplier: Wattbike remain best-in-class performance bike for David Lloyd Leisure
David Lloyd Leisure has announced Wattbike as its performance bike of choice after a recent tender.
Featured supplier news
Featured supplier: Pulse Fitness modernises Leiston Leisure Centre in £4m redevelopment
The Leiston Leisure Centre, owned by East Suffolk Council, reopened recently following a £4m redevelopment designed and implemented by Pulse Fitness.
Video Gallery
DFC: We do more...
DFC
DFC are a leading direct debit collection company, providing cash flow solutions to happy clients from all over the UK. Read more
More videos:
Company profiles
Company profile: Focus Training
Focus Training is a leading provider of Active IQ and YMCA Awards certified Personal Trainer ...
Company profiles
Company profile: Ecore
Ecore transforms reclaimed materials into unique performance surfaces that make people’s lives better. Ecore has ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Member access schemes
Move GB: Member access schemes
Professional services
Deloitte UK: Professional services
Fitness software
Go Do.Fitness: Fitness software
Audio visual
Hutchison Technologies: Audio visual
Skincare
Comfort Zone - Davines S.p.A: Skincare
Spa software
SpaBooker: Spa software
Fitness equipment
Physical Company Ltd: Fitness equipment
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Property & Tenders
Diary dates
10-12 Dec 2019
tbc, Fort Lauderdale, United States
Diary dates
21-23 Jan 2020
Harrogate Convention Centre, Harrogate, United Kingdom
Diary dates
28-30 Jan 2020
Ericsson Exhibition Hall, Ricoh Arena, Coventry, United Kingdom
Diary dates
29-30 Jan 2020
Holiday Inn San Francisco-Golden Gateway, San Francisco, United States
Diary dates
23-25 Mar 2020
Hilton, Barcelona, Spain
Diary dates
25-26 Mar 2020
Eastwood Hall, Nottingham, United Kingdom
Diary dates
04 Jun 2020
Marriott Forest of Arden Hotel & Country Club, Birmingham, United Kingdom
Diary dates
10-27 Jun 2020
tbc, Pinggu, China
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
30-31 Oct 2020
NEC, Birmingham, United Kingdom
Diary dates
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