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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

Editor's letter: Next round

The hard work is paying off and we’re earning a reputation for safe operations. Now it’s time to tackle the next set of challenges – increasing capacity, yield and memberships, deepening engagement and rebuilding profits says liz Terry

By Liz Terry, Leisure Media | Published in Health Club Management 2020 issue 8
A study in the US found that restaurant attendance was the only factor which correlated with testing positive for the virus

We know we’re controlling COVID-19 in gyms and delivering safe environments for members, thanks to regular studies by our global trade associations, with transmission results from IHRSA, Fitness Australia and ukactive giving a solid base of evidence with which to fight our corner.

In addition, evidence is emerging to indicate that COVID-19 transmission is actually happening in harder-to-regulate establishments, such as restaurants.

New research from the Centres for Disease Control and Prevention in the US found that adults who tested positive for COVID-19 were twice as likely to have eaten in restaurants in the previous two weeks.

Community and Close Contact Exposures Associated with COVID-19, found restaurant attendance was the only factor which correlated with testing positive for the virus.

So now we’re well on the way to winning a reputation for safe operations and the true sources of transmission are starting to be identified, what are the next challenges?

In addition to building and refining hybrid options, two of the biggest are meeting capacity demands and winning back members, with operators reporting they’ve lost anywhere between 10 and 40 per cent, depending on location.

Location itself is another challenge, with homeworking skewing the performance of sites in office catchments.

All these pressures will begin to reshape the industry, as some operators go into disposal and investment cycles to shed poorly performing sites and take advantage of more favourable locations.

Safety limits on class numbers are a concern – we know group ex is a huge driver of retention, so the fact many operators are having to limit class numbers is having a reverse effect, with some members leaving because they can’t get slots.

We need creative yield management solutions to increase capacity, prevent this attrition and optimise the powerful engagement of group exercise. We’d love to see an industry thinktanks convened to tackle this and propose practical, creative solutions.

Also challenging are changes to guidelines which are confusing consumers – the UK’s ‘rule of six’, for example, which bans gatherings of more than six people, doesn’t apply to gyms and yet many consumers are unaware of this and operators are reporting attendance dips as a result.

Keeping very closely connected with members is vital if we are to earn and re-earn their loyalty and also to get the cut-through to ensure they understand new rulings.

It’s telling that a recent survey (p27) indicates boutiques – with their deep member engagement – are back to pre-COVID-19 trading levels in some world regions.

Liz Terry, HCM editor
[email protected]
@elizterry
Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
https://www.leisureopportunities.co.uk/images/2020/HC2020_8p5.jpg
The hard work is paying off and we’re earning a reputation for safe operations, says HCM editor Liz Terry
Liz Terry, HCM Mag, increasing capacity, increasing yield, increasing memberships, deepening engagement, rebuilding profits,fitness, gyms, health clubs
People
Our pre-sale deal is AED99 a month and if you join up on that rate you keep it for a lifetime
People
HCM people

Luca Maggiora

Co-founder, House of Wisdom
People think making a change is easy and fast, but that isn’t true. It’s hard and it takes time
People
Member confidence is the single most important factor, and I say – without doing so lightly – that our cleanliness standards, protocols and marketing are the best I’ve seen in the industry
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Write to reply
Obese or overweight participants will burn more calories than others in the room – often topping the leader board, which makes them feel great
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Research
Five months after the start of lockdown, Leisure-net did a survey to gauge how public sector operators and industry suppliers are faring
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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
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features

Editor's letter: Next round

The hard work is paying off and we’re earning a reputation for safe operations. Now it’s time to tackle the next set of challenges – increasing capacity, yield and memberships, deepening engagement and rebuilding profits says liz Terry

By Liz Terry, Leisure Media | Published in Health Club Management 2020 issue 8
A study in the US found that restaurant attendance was the only factor which correlated with testing positive for the virus

We know we’re controlling COVID-19 in gyms and delivering safe environments for members, thanks to regular studies by our global trade associations, with transmission results from IHRSA, Fitness Australia and ukactive giving a solid base of evidence with which to fight our corner.

In addition, evidence is emerging to indicate that COVID-19 transmission is actually happening in harder-to-regulate establishments, such as restaurants.

New research from the Centres for Disease Control and Prevention in the US found that adults who tested positive for COVID-19 were twice as likely to have eaten in restaurants in the previous two weeks.

Community and Close Contact Exposures Associated with COVID-19, found restaurant attendance was the only factor which correlated with testing positive for the virus.

So now we’re well on the way to winning a reputation for safe operations and the true sources of transmission are starting to be identified, what are the next challenges?

In addition to building and refining hybrid options, two of the biggest are meeting capacity demands and winning back members, with operators reporting they’ve lost anywhere between 10 and 40 per cent, depending on location.

Location itself is another challenge, with homeworking skewing the performance of sites in office catchments.

All these pressures will begin to reshape the industry, as some operators go into disposal and investment cycles to shed poorly performing sites and take advantage of more favourable locations.

Safety limits on class numbers are a concern – we know group ex is a huge driver of retention, so the fact many operators are having to limit class numbers is having a reverse effect, with some members leaving because they can’t get slots.

We need creative yield management solutions to increase capacity, prevent this attrition and optimise the powerful engagement of group exercise. We’d love to see an industry thinktanks convened to tackle this and propose practical, creative solutions.

Also challenging are changes to guidelines which are confusing consumers – the UK’s ‘rule of six’, for example, which bans gatherings of more than six people, doesn’t apply to gyms and yet many consumers are unaware of this and operators are reporting attendance dips as a result.

Keeping very closely connected with members is vital if we are to earn and re-earn their loyalty and also to get the cut-through to ensure they understand new rulings.

It’s telling that a recent survey (p27) indicates boutiques – with their deep member engagement – are back to pre-COVID-19 trading levels in some world regions.

Liz Terry, HCM editor
[email protected]
@elizterry
Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
https://www.leisureopportunities.co.uk/images/2020/HC2020_8p5.jpg
The hard work is paying off and we’re earning a reputation for safe operations, says HCM editor Liz Terry
Liz Terry, HCM Mag, increasing capacity, increasing yield, increasing memberships, deepening engagement, rebuilding profits,fitness, gyms, health clubs
Latest News
Gyms in Liverpool,UK, have been given the go-ahead to reopen, following a dramatic week of ...
Latest News
Be Military Fit (BMF) has completed a restructuring project, designed to transform the outdoor fitness ...
Latest News
Rod Hill, former president of TRIB3 and director general of Anytime Fitness Iberia, has signed ...
Latest News
Persistent and rising levels of lifestyle disease across the world have exacerbated the effects of ...
Latest News
Customer experience software provider, AskNicely, has announced it will host a new virtual event called ...
Latest News
In breaking news, HCM understands the UK government has removed gyms and fitness facilities from ...
Latest News
Globally, gyms have, on average, seen nearly 70 per cent of their pre-lockdown members return ...
Latest News
A UK government U-turn – just announced – will see gyms and leisure centres staying open ...
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Opinion
promotion
In a post-Covid world, member experience is more important than ever before. Your customers’ expectations have been heightened as the coronavirus continues to dominate our everyday lives.
Opinion: Why member experience is more important now than ever before
Opinion
promotion
Our world has changed since March and together, we are learning and adapting to how this sector can continue to thrive in this COVID conscious world.
Opinion: Why fitness clubs and facilities need to evolve in a COVID-conscious world
Featured supplier news
Featured supplier: Matrix takes its partnership with Renault Sport racing team up a gear
Matrix Fitness, the commercial brand of Johnson Health Tech, has announced the renewal of its long term partnership with the Renault F1 Team.
Featured supplier news
Featured supplier: Volution explains how to drive the lifetime value of members through virtual engagement
In April 2020, two-thirds of the world’s gyms went into temporary closure due to COVID-19.
Video Gallery
Freemotion FUSION Team Training
FreeMotion Fitness
The High-Intensity Cardio-Strength Training. Read more
More videos:
Company profiles
Company profile: fibodo Limited
fibodo is the digital solution helping people lead healthier and happier lives. From grassroots individual ...
Company profiles
Company profile: Technogym
Founded in 1983, Technogym is a world-leading international supplier of technology and design-driven products and ...
Supplier Showcases
Supplier showcase - Digital gym floor
Catalogue Gallery
Click on a catalogue to view it online
Directory
Member feedback software
AskNicely: Member feedback software
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Trade associations
International SPA Association - iSPA: Trade associations
Skincare
Sothys: Skincare
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Direct debit solutions
Harlands Group: Direct debit solutions
Red Light Therapy
 Red Light Rising: Red Light Therapy
Spa software
SpaBooker: Spa software
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
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
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
03-06 Nov 2020
Online,
Diary dates
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Virtual, United States
Diary dates
17 Nov 2020
Loughborough University, Loughborough, United Kingdom
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
03-03 Dec 2020
Virtual,
Diary dates
08-09 Dec 2020
Raffles City Convention Centre, Singapore, Singapore
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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