GET HCM
magazine
Sign up for the FREE digital edition of HCM magazine and also get the HCM ezine and breaking news email alerts.
Not right now, thanksclose this window
Technogym
Technogym
Technogym
Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn Follow Health Club Management on Instagram
UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

News

Boutique gyms must “consider gamification and VR” to engage Generation Z members

We have to make people understand that it is an experience, not just a workout
– Andy Tee

Gyms and boutique studios will need to marry elements such as gamification and virtual reality into their offering in the future to keep Generation Z members engaged, according to Chloe Combi, a specialist on the demographic.

Speaking in the Talking Point article in the March 2019 issue of Health Club Management, Combi said that this generation – typically described as those who were born from the mid-1990s to early-mid 2000s – is often isolated in terms of their social activities, so “united activities will become more sought out as we move into the next decade”. There should be a greater emphasis on teamwork, team-building and working together, she said.

“Gyms and boutiques will also need to consider gamification, virtual reality and cutting edge technology, using elements of other favoured Gen Z activities (like gaming, YouTubing) into physical exercise, and making it futuristic, exciting, competitive on a global scale and fun.”

Combi’s suggestion came within the context of a wider discussion about whether the “boutique boom” has reached its peak, and a related topic, started in the February 2019 issue of HCM, considering whether the concept of boutique studios will work outside of the major cities.

Emma Barry of Catalyst cited a number of developments in the sector – increasing revenues, increasing numbers of studios, acquisitions and territorial expansions – to illustrate her response, saying: “These are not signs that boutique fitness is slowing down any time soon. Of course, the temperature will drop as the segment matures and the concepts reach beyond first-mover cities to secondary cities and suburbia.”

According to Catherine Jones of Orangetheory the boutique boom is still in its infancy, with plenty more fitness offerings still to come, and demand growing across the UK “as more professionals move away from London to places that are cheaper to live”, creating “hubs of busy professionals all over the UK”.

Opening new boutique studios outside of London carries with it factors that are both good and not so good. For example, the cost of doing business is lower outside of the capital, but there are also fewer high quality fitness instructors and PTs around, and the potential customer base, which is used to using big box gyms at low cost, will need educating on the boutique model.

“The main challenge you come up against when taking this concept outside of London is educating the consumer as to why they should pay the same for one class as they could pay for a month’s membership at a budget gym,” said V1BE co-founder Andy Tee. “We have to make them understand that it is an experience, not just a workout.”

Indeed, Justin Rogers, creative director at Ten Health & Fitness, which has eight locations in London and has no current plans to expand outside of the capital, sees no reason why boutiques would not work elsewhere, and believes it would be a great way for start-ups to begin.

“It could even be a better idea to open outside of London, given the saturation and the price of rents in the capital,” he said.

To read the full articles in HCM, please use the links below:

Outside London – will boutiques work outside major cities?

Peak boutique – is the boutique boom reaching the peak of its lifecycle?

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Gyms and boutique studios will need to marry elements such as gamification and virtual reality into their offering in the future to keep Generation Z members engaged, according to Chloe Combi, a specialist on the demographic.
HAF,FIT,IND,PTS
imagesX/THUMB341310_76304_719740.jpg
Latest News
Operating a further four weeks at reduced capacity will place serious pressure on English fitness ...
Latest News
People experiencing homelessness are being offered free access to leisure centres by Oxford City Council. ...
Latest News
IHRSA has appointed Elizabeth Clark as its new president and CEO. Clark joins the industry ...
Latest News
Boutique studio operator TRIB3 has launched its own-brand range of luxury toiletries. The operator, which ...
Latest News
Rainer Schaller's RSG Group is bringing its John Reed brand of health clubs to the ...
Latest News
The government needs to urgently set out its plans to support physical activity and fitness ...
Latest News
Glofox will begin offering health clubs, gyms and fitness studios instant access to financing, following ...
Latest News
Hong Kong-based Bricks Group has revealed plans to launch its health club chain, U Time, ...
HCM Magazine
Sponsored
Welcome to the world of creative fitness, where exercise and fun merge to change the way we train
HCM Magazine
Strength
CV kit has been fully connective for some time, but with the rise of the hybrid gym goer, what are strength suppliers doing to meet the demand for a fully connected offer?
HCM Magazine
Supplier showcase
An ongoing partnership between Active Leeds and Hussle has created exciting results in the form of increased usage and memberships
HCM Magazine
Profile
Kath Hudson talks to the thought-leader and trailblazer
HCM Magazine
Sponsored
As the UK’s first dedicated development framework for leisure comes to the end of its initial four-year term, Jamie Groves and Sarah Watts discuss the impact
HCM Magazine
Insight
As the industry enters a phase of regrowth following the loss of members during lockdown, it’s crucial to understand customer acquisition cost versus the lifetime value of each customer, as Paul Bedford and Jamie Owens explain
HCM Magazine
Supplier showcase
Aneurin Leisure Trust used lockdown to transform and digitise its gyms, ready for reopening
HCM Magazine
HCM magazine
HCM People

Ben Alderton

Founder, Solo 60
We see a world where every major city has access to Solo 60
HCM magazine
Physical activity gives structure and meaning to people’s lives, according to new research
HCM magazine
Consumer research has shown a population-wide surge in interest in reducing lockdown weight gain and getting fitter. Is the industry ready and willing to put its hand up to help people with weight loss? Kath Hudson reports
Opinion
promotion
While much of the fitness industry has reopened its doors across the UK over the past weeks, many members are yet to return.
Opinion: Re-engaging your post-lockdown absent members
Featured supplier news
Featured supplier news: Active IQ launches two industry-ready health and fitness diplomas
Active IQ has launched two new qualifications – the Level 2 Diploma in Health and Fitness and Level 3 Diploma in Health and Fitness – to help engage learners in an industry-ready training experience that can be tailored to suit local employer needs.
Featured supplier news
Featured supplier news: Celebrating the return of group exercise – Les Mills to host free ‘Fastest Way Back’ livestream event for the industry
Last month (May) saw the welcomed return of group exercise classes. Group exercise is the heartbeat for so many clubs, with in-studio and instructor-led live experiences at the pinnacle.
Featured operators news
Featured operator news: Being active helps Parkwood Leisure customers save the NHS £16m
Parkwood Leisure, one of the UK’s leading public leisure facilities operators, helped prevent more than 7,000 cases of stroke, dementia, depression and type 2 diabetes in 2019, saving the NHS £16 million, a new social value report has shown.
Featured operators news
Featured operator news: Everyone Active generates £342m in social value
Award-winning leisure operator Everyone Active generated £342million in social value at its sites across the country in 2019/20.
Video Gallery
FreeMotion Fitness
MyZone Group Ltd
Pendex
Company profiles
Company profile: TRIB3 International Ltd
First established in Sheffield in January 2016 TRIB3 is a bootcamp boutique studio designed to ...
Company profiles
Company profile: TVS Group
The TVS Group supply and install sports and fitness flooring to a wide range of ...
Supplier Showcases
Supplier showcase - Funxtion
Catalogue Gallery
Click on a catalogue to view it online
Directory
Salt therapy products
Himalayan Source: Salt therapy products
Spa software
SpaBooker: Spa software
Uniforms
Service Sport: Uniforms
Skincare
Sothys: Skincare
Red Light Therapy
 Red Light Rising: Red Light Therapy
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Architects/designers
Zynk Design Consultants: Architects/designers
Exercise equipment
Power Plate: Exercise equipment
Trade associations
International SPA Association - iSPA: Trade associations
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Diary dates
01-04 Jul 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
28-29 Sep 2021
ExCeL London, London, United Kingdom
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

News

Boutique gyms must “consider gamification and VR” to engage Generation Z members

We have to make people understand that it is an experience, not just a workout
– Andy Tee

Gyms and boutique studios will need to marry elements such as gamification and virtual reality into their offering in the future to keep Generation Z members engaged, according to Chloe Combi, a specialist on the demographic.

Speaking in the Talking Point article in the March 2019 issue of Health Club Management, Combi said that this generation – typically described as those who were born from the mid-1990s to early-mid 2000s – is often isolated in terms of their social activities, so “united activities will become more sought out as we move into the next decade”. There should be a greater emphasis on teamwork, team-building and working together, she said.

“Gyms and boutiques will also need to consider gamification, virtual reality and cutting edge technology, using elements of other favoured Gen Z activities (like gaming, YouTubing) into physical exercise, and making it futuristic, exciting, competitive on a global scale and fun.”

Combi’s suggestion came within the context of a wider discussion about whether the “boutique boom” has reached its peak, and a related topic, started in the February 2019 issue of HCM, considering whether the concept of boutique studios will work outside of the major cities.

Emma Barry of Catalyst cited a number of developments in the sector – increasing revenues, increasing numbers of studios, acquisitions and territorial expansions – to illustrate her response, saying: “These are not signs that boutique fitness is slowing down any time soon. Of course, the temperature will drop as the segment matures and the concepts reach beyond first-mover cities to secondary cities and suburbia.”

According to Catherine Jones of Orangetheory the boutique boom is still in its infancy, with plenty more fitness offerings still to come, and demand growing across the UK “as more professionals move away from London to places that are cheaper to live”, creating “hubs of busy professionals all over the UK”.

Opening new boutique studios outside of London carries with it factors that are both good and not so good. For example, the cost of doing business is lower outside of the capital, but there are also fewer high quality fitness instructors and PTs around, and the potential customer base, which is used to using big box gyms at low cost, will need educating on the boutique model.

“The main challenge you come up against when taking this concept outside of London is educating the consumer as to why they should pay the same for one class as they could pay for a month’s membership at a budget gym,” said V1BE co-founder Andy Tee. “We have to make them understand that it is an experience, not just a workout.”

Indeed, Justin Rogers, creative director at Ten Health & Fitness, which has eight locations in London and has no current plans to expand outside of the capital, sees no reason why boutiques would not work elsewhere, and believes it would be a great way for start-ups to begin.

“It could even be a better idea to open outside of London, given the saturation and the price of rents in the capital,” he said.

To read the full articles in HCM, please use the links below:

Outside London – will boutiques work outside major cities?

Peak boutique – is the boutique boom reaching the peak of its lifecycle?

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Gyms and boutique studios will need to marry elements such as gamification and virtual reality into their offering in the future to keep Generation Z members engaged, according to Chloe Combi, a specialist on the demographic.
HAF,FIT,IND,PTS
imagesX/THUMB341310_76304_719740.jpg

News

Operating a further four weeks at reduced capacity will place serious pressure on English fitness
People experiencing homelessness are being offered free access to leisure centres by Oxford City Council.
IHRSA has appointed Elizabeth Clark as its new president and CEO. Clark joins the industry
Boutique studio operator TRIB3 has launched its own-brand range of luxury toiletries. The operator, which
Rainer Schaller's RSG Group is bringing its John Reed brand of health clubs to the
The government needs to urgently set out its plans to support physical activity and fitness
fibodo Limited
fibodo Limited
Orbit4 is the first digital ecosystem that manages and facilitates the entire commercial fitness product
Glofox will begin offering health clubs, gyms and fitness studios instant access to financing, following
Hong Kong-based Bricks Group has revealed plans to launch its health club chain, U Time,
A £30m luxury leisure development scheme which has been more than a decade in the
Apple has previewed its much-awaited watchOS 8, the operating system for its Apple Watch. The
Chinese health club chain Supermonkey has finalised a series E funding round, valuing the company
Gymbox has signed a partnership agreement to provide members of flexible workspace provider WeWork with
Miha Bodytec GmbH
Miha Bodytec GmbH
The number of health club members returning to gyms since lockdown has beaten all expectations,
The Jumeirah Group has reopened the 186-room The Carlton Tower Jumeirah, in the heart of
David Lloyd Clubs has enrolled former Labour Party deputy leader Tom Watson to help raise
TRIB3 has secured a franchise deal which will see it open 20 studios across Belgium,
ukactive has published new data from the National ReferAll Database (NRD) – the UK’s first
The US fitness industry is mobilising to support the Gym Mitigation and Survival (GYMs) Act,
Crown Sport Lockers (UK) Ltd
Crown Sport Lockers (UK) Ltd
Active IQ has launched two new qualifications – the Level 2 Diploma in Health and
Physical activity gives structure and meaning to people’s lives, according to new research. A study,
TRIB3 has opened a major new corporately owned boutique gym [or store in TRIBE3-speak] in
FIBO Exhibition
FIBO Exhibition
1 - 20 of 11,918
HCM Magazine
Sponsored
Welcome to the world of creative fitness, where exercise and fun merge to change the way we train
HCM Magazine
Strength
CV kit has been fully connective for some time, but with the rise of the hybrid gym goer, what are strength suppliers doing to meet the demand for a fully connected offer?
HCM Magazine
Supplier showcase
An ongoing partnership between Active Leeds and Hussle has created exciting results in the form of increased usage and memberships
HCM Magazine
Profile
Kath Hudson talks to the thought-leader and trailblazer
HCM Magazine
Sponsored
As the UK’s first dedicated development framework for leisure comes to the end of its initial four-year term, Jamie Groves and Sarah Watts discuss the impact
HCM Magazine
Insight
As the industry enters a phase of regrowth following the loss of members during lockdown, it’s crucial to understand customer acquisition cost versus the lifetime value of each customer, as Paul Bedford and Jamie Owens explain
HCM Magazine
Supplier showcase
Aneurin Leisure Trust used lockdown to transform and digitise its gyms, ready for reopening
HCM Magazine
HCM magazine
HCM People

Ben Alderton

Founder, Solo 60
We see a world where every major city has access to Solo 60
HCM magazine
Physical activity gives structure and meaning to people’s lives, according to new research
HCM magazine
Consumer research has shown a population-wide surge in interest in reducing lockdown weight gain and getting fitter. Is the industry ready and willing to put its hand up to help people with weight loss? Kath Hudson reports
HCM magazine
Choosing the right flooring is critical for gym and health club operators. Suppliers share their latest news, tips and product launches to help you choose wisely
HCM magazine
Safe Space Lockers has extended its partnership with boutique fitness franchise TRIB3, in a new 10-site supplier agreement, following the recent installation at TRIB3 Edinburgh
HCM magazine
HCM people

Andy McGlynn

Founder, GSquared
Once we grow beyond Manchester we’ll go head to head with Equinox and Third Space
HCM magazine
As our sector starts to recover, there will be changes in the needs of communities, consumers and the provision of opportunities. To explore this subject we hosted a virtual round table to better understand views on key workforce questions
HCM magazine
The industry can be the catalyst for recovery from the pandemic, as well as addressing many of the underlying issues which enabled COVID-19 to wreak such havoc
HCM magazine
Moving Communities is our chance to demonstrate our value and develop a universal service for all, argues Martyn Allison
HCM magazine
Opinion
promotion
While much of the fitness industry has reopened its doors across the UK over the past weeks, many members are yet to return.
Opinion: Re-engaging your post-lockdown absent members
Featured supplier news
Featured supplier news: Active IQ launches two industry-ready health and fitness diplomas
Active IQ has launched two new qualifications – the Level 2 Diploma in Health and Fitness and Level 3 Diploma in Health and Fitness – to help engage learners in an industry-ready training experience that can be tailored to suit local employer needs.
Featured supplier news
Featured supplier news: Celebrating the return of group exercise – Les Mills to host free ‘Fastest Way Back’ livestream event for the industry
Last month (May) saw the welcomed return of group exercise classes. Group exercise is the heartbeat for so many clubs, with in-studio and instructor-led live experiences at the pinnacle.
Featured operators news
Featured operator news: Being active helps Parkwood Leisure customers save the NHS £16m
Parkwood Leisure, one of the UK’s leading public leisure facilities operators, helped prevent more than 7,000 cases of stroke, dementia, depression and type 2 diabetes in 2019, saving the NHS £16 million, a new social value report has shown.
Featured operators news
Featured operator news: Everyone Active generates £342m in social value
Award-winning leisure operator Everyone Active generated £342million in social value at its sites across the country in 2019/20.
Video Gallery
FreeMotion Fitness
MyZone Group Ltd
Pendex
Company profiles
Company profile: TRIB3 International Ltd
First established in Sheffield in January 2016 TRIB3 is a bootcamp boutique studio designed to ...
Company profiles
Company profile: TVS Group
The TVS Group supply and install sports and fitness flooring to a wide range of ...
Supplier Showcases
Supplier showcase - Funxtion
Catalogue Gallery
Click on a catalogue to view it online
Directory
Salt therapy products
Himalayan Source: Salt therapy products
Spa software
SpaBooker: Spa software
Uniforms
Service Sport: Uniforms
Skincare
Sothys: Skincare
Red Light Therapy
 Red Light Rising: Red Light Therapy
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Architects/designers
Zynk Design Consultants: Architects/designers
Exercise equipment
Power Plate: Exercise equipment
Trade associations
International SPA Association - iSPA: Trade associations
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Diary dates
01-04 Jul 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
28-29 Sep 2021
ExCeL London, London, United Kingdom
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
Search news, features & products:
Find a supplier:
Technogym
Technogym