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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

PROMOTION

Collaboration vs aggregation - what’s the difference?

As an industry, we still underestimate the power of a truly varied fitness regime - and the growing appetite for it, especially among emerging customer segments.
– Alister Rollins, CEO of MoveGB

As an industry, we still underestimate the power of a truly varied fitness regime. We also probably still underestimate the growing appetite for it, especially among emerging customer segments.

True variety doesn’t just make the fitness regime more effective, it makes the customer more active for longer.

To get customers active in the first place, building a routine with them or enabling them to build one themselves, is critical. We all recognise and value this insight.

However, at Move we passionately believe equal focus should be given to enabling real variety of activity within that routine.

Exercise scientists at the University of Florida observed individuals who modified their workouts every two weeks over an eight-week period. Those individuals enjoyed their workouts more and were more inclined to stick with their exercise programs when compared to individuals who followed the same workout regimens week after week.

Move partners see exactly the same pattern, only in our context we see it created by a variety of class or activity attendance. And if anything, the effect is even bigger.

I recognise that Move is sometimes mentioned in the same breath as aggregators. And, no, I don’t think aggregation per se is inherently problematic, especially if focused on one-off passes for lead generation. It can drive higher penetration across the market as a whole.

The existence of aggregators in adjacent categories only serves to shape customer expectations, behaviours and habits across all industries including our own. To stick our heads in the sand on this front is just self-defeating, especially with regard to younger audiences.

But while pure aggregation might deliver choice and potential value for the customer, it only engenders promiscuity. It does not engender loyalty. And this is where Move is different.

A recent study comparing single-venue users (ie non-MoveGB) with multi-venue users (ie MoveGB members) showed that the multi-venue customers stay 7.5 months longer on average.

So, clearly, there is a different dynamic at work, and collaboration is central to it.

Activity variety keeps customers physically challenged but, crucially, more mentally stimulated too. Add in the social benefits of group exercise and you have a perfect recipe to keep customers coming back *and* make them more active.

By enabling collaboration between our partners, we’re unlocking this possibility.

In that previous study I mentioned, this then translates into 7.5 months of real extra value to share with our partners.

The key is to deliver value for both customer - through the right pricing where variety and convenience is valued more, and for operator through tapping into this demand and unlocking higher retention rates, new customer segments and increased lifetime value.

Do both, and the whole market grows.

And that’s what we call the Move effect.

Sign up for FREE ezines & magazines
Do you have something to say about the health and fitness industry? Would you like to write an opinion piece for us? Call Jan Williams on +44(0)1462 471909
As an industry, we still underestimate the power of a truly varied fitness regime. We also probably still underestimate the growing appetite for it, especially among emerging customer segments.
SAR,HAF,FIT,PHR,RES
imagesX/THUMB342290_634267_307021.jpg
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PROMOTION

Collaboration vs aggregation - what’s the difference?

As an industry, we still underestimate the power of a truly varied fitness regime - and the growing appetite for it, especially among emerging customer segments.
– Alister Rollins, CEO of MoveGB

As an industry, we still underestimate the power of a truly varied fitness regime. We also probably still underestimate the growing appetite for it, especially among emerging customer segments.

True variety doesn’t just make the fitness regime more effective, it makes the customer more active for longer.

To get customers active in the first place, building a routine with them or enabling them to build one themselves, is critical. We all recognise and value this insight.

However, at Move we passionately believe equal focus should be given to enabling real variety of activity within that routine.

Exercise scientists at the University of Florida observed individuals who modified their workouts every two weeks over an eight-week period. Those individuals enjoyed their workouts more and were more inclined to stick with their exercise programs when compared to individuals who followed the same workout regimens week after week.

Move partners see exactly the same pattern, only in our context we see it created by a variety of class or activity attendance. And if anything, the effect is even bigger.

I recognise that Move is sometimes mentioned in the same breath as aggregators. And, no, I don’t think aggregation per se is inherently problematic, especially if focused on one-off passes for lead generation. It can drive higher penetration across the market as a whole.

The existence of aggregators in adjacent categories only serves to shape customer expectations, behaviours and habits across all industries including our own. To stick our heads in the sand on this front is just self-defeating, especially with regard to younger audiences.

But while pure aggregation might deliver choice and potential value for the customer, it only engenders promiscuity. It does not engender loyalty. And this is where Move is different.

A recent study comparing single-venue users (ie non-MoveGB) with multi-venue users (ie MoveGB members) showed that the multi-venue customers stay 7.5 months longer on average.

So, clearly, there is a different dynamic at work, and collaboration is central to it.

Activity variety keeps customers physically challenged but, crucially, more mentally stimulated too. Add in the social benefits of group exercise and you have a perfect recipe to keep customers coming back *and* make them more active.

By enabling collaboration between our partners, we’re unlocking this possibility.

In that previous study I mentioned, this then translates into 7.5 months of real extra value to share with our partners.

The key is to deliver value for both customer - through the right pricing where variety and convenience is valued more, and for operator through tapping into this demand and unlocking higher retention rates, new customer segments and increased lifetime value.

Do both, and the whole market grows.

And that’s what we call the Move effect.

Sign up for FREE ezines & magazines
Do you have something to say about the health and fitness industry? Would you like to write an opinion piece for us? Call Jan Williams on +44(0)1462 471909
As an industry, we still underestimate the power of a truly varied fitness regime. We also probably still underestimate the growing appetite for it, especially among emerging customer segments.
SAR,HAF,FIT,PHR,RES
imagesX/THUMB342290_634267_307021.jpg
New York’s Blum Center for Health, a functional health facility, is offering a personalised, non-invasive,
US-based fitness franchise UFC Gym has opened its first European club. The 18,000sq ft (1,670sq
Public Health England (PHE) and the Centre for Ageing Better (CAB) have set out their
Physical activity bodies ukactive and EuropeActive have agreed to strengthen their partnership in the event
The first-ever FIBO Southeast Asia fitness event will be held in Singapore next year. Taking
Cancer survivors should undertake a minimum of 90 minutes of aerobic and resistance training each
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Elodie Garamond

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We now have eight sites and offer retreats, such as a retreat in a Moroccan palace and a French chateaux-based yin yoga and writing retreat
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Job search
POST YOUR JOB
Featured supplier news
Featured supplier: Brand means business: A new era of gym equipment customisation
Jordan Fitness has long been recognised for its premium-quality gym equipment, and its wide variety of free weights, benches, functional kit, rigs and storage.
Featured supplier news
Featured supplier: Fusion Lifestyle incorporates Power Plate into ‘INTENCITY Studios’
Fusion Lifestyle, the highly experienced sports and leisure management brand is working with Power Plate to integrate vibration training into its high intensity fitness studios.
Company profiles
Company profile: MiE FitQuest
FitQuest (MiE Medical Research) are specialists in the field of human performance measurement. We have ...
Company profiles
Company profile: Proinsight Research Ltd
We take time at the outset to understand your unique customer journey. Then we work ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Audio visual
Hutchison Technologies: Audio visual
Management software
Fisikal: Management software
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Skincare
Comfort Zone - Davines S.p.A: Skincare
Direct debit solutions
Debit Finance Collections: Direct debit solutions
Governing body
EMD UK: Governing body
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Lockers/interior design
Fitlockers: Lockers/interior design
Professional services
Deloitte UK: Professional services
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Property & Tenders
Kirklees Active Leisure
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Diary dates
28-30 Oct 2019
Hotel Royal Savoy, Lausanne, Switzerland
Diary dates
30-31 Oct 2019
NEC, Birmingham, United Kingdom
Diary dates
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Koelnmesse, Cologne, Germany
Diary dates
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Diary dates
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Diary dates
29-30 Jan 2020
Holiday Inn San Francisco-Golden Gateway, San Francisco, United States
Diary dates
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