Les Mills
Les Mills
Les Mills
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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This isn’t about gender. I got the role because I’m absolutely the best person for the job - Sophie Lawler
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Gathering existing, strong brands under one roof to create the new Life Fit Group made perfect sense
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Catalogue Gallery
Click on a catalogue to view it online
Directory
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Whole body cryotherapy
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Management software
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Spa software
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Audio visual
Hutchison Technologies: Audio visual
Property & Tenders
Diary dates
05-06 Sep 2019
TagusPark, Oeiras, Portugal
Diary dates
21-22 Sep 2019
Locations worldwide,
Diary dates

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
DW Fitness First has launched its new Kit & Collect service, aimed at increasing secondary
Teenagers' 'incessant' use of social media is radically reducing the time they spend sleeping and
Wattbike has secured a deal to supply more than 30 Bupa Health Clinic sites across
Fitness franchise YourZone45 has concluded a second round of funding, as it prepares to expand
Leisure trust Active Nation has expanded its portfolio of budget gyms with the acquisition of
Thousands of people at risk of Type 2 diabetes will be given digital support –
Alliance Leisure
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To celebrate their 20th Anniversary Power Plate is pleased to launch its new trade in,
New research has provided a possible explanation for the perceived decrease in endurance musculature as
Ten Health and Fitness has opened its ninth studio in an office building in central
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Les Mills
Les Mills
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Servicesport UK Limited
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1 - 15 of 11,033
Features
feature
Power Plate is launching a trade in, trade up programme, explains Davide Ferreira
Features
feature
‘TRX® for Yoga’ education fuses suspension training and yoga, says Julian Woolley
Features
Fitness foresight
We know trends like wearables, HIIT training and functional fitness are hot, but what’s coming down the track? Liz Terry looks further ahead for the latest edition of HCM’s Fitness Foresight
Features
Supplier showcase
Fitness expert, Matt Roberts, has chosen Pavigym’s PRAMA system to create an immersive, personalised workout experience at his new gym at The Langley hotel in Berkshire
Features
IHRSA Update
The global health and fitness markets reached an all-time high in terms of memberships in 2018. IHRSA’s Melissa Rodriguez highlights the topline numbers for HCM
Features
fitness-kit.net
Lauren Heath-Jones rounds up the latest product launches in health and fitness
Features
Ask the experts
The UK health and fitness industry has doubled in size since 2000. Will growth continue, or even gather pace? And what does this mean for the European health and fitness market? How big could it grow and what factors will have an impact? HCM asks those who have the most up to date research
Features
People
This isn’t about gender. I got the role because I’m absolutely the best person for the job - Sophie Lawler
People
HCM people

Martin Seibold

CEO Life Fit Group
Gathering existing, strong brands under one roof to create the new Life Fit Group made perfect sense
People
HCM people

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Your marketing department will have to start writing ad copy for robots, not for humans. These digital agents will be gatekeepers, a bit like a PA. It’s already happening, so get ahead and start using it
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Rich Hutson

CEO of CHi Fitness and Co-founder of Fire Fitness
The business wasn’t getting the numbers needed, so I raised the prices by 25 per cent. It worked and we didn’t skip a beat
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Pitbull and Tony Robbins

Founders and advisers, Grit Bxng
Parents often tell their children to become doctors or lawyers, but now they’ll encourage their children to become fitness pros. At $1,000 an hour, they’ll make more than the best Wall Street lawyers. Trainers are the new superstars
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Lisa Smosarski

Editor in chief – Stylist magazine
We watch trends closely at Stylist and we’ve seen a real growth in women strength training as a way of reclaiming a traditionally male space
People
Acknowledging your intention and feeling gratitude are important aspects of our classes. We aspire to help our members release stress, anxiety and tension
People
Job search
POST YOUR JOB
Featured supplier news
Featured supplier: Trade in, trade up with Power Plate
To celebrate their 20th Anniversary Power Plate is pleased to launch its new trade in, trade up programme.
Featured supplier news
Featured supplier: Gympass tops 2,000 fitness facilities on its platform
Gympass has reinforced its leading position in the corporate fitness market, topping 2,000 fitness facilities available on its platform across the UK.
Company profiles
Company profile: Rephouse Europa Ltd
Rephouse is a leading manufacturer of high-performance fitness flooring systems. With its state-of-the-art production technology ...
Company profiles
Company profile: Core Health & Fitness
Core Health & Fitness is the world’s largest privately-held marketer and distributor of commercial fitness ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Exercise equipment
Matrix Fitness: Exercise equipment
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Management software
GymSales: Management software
Spa software
SpaBooker: Spa software
Member access schemes
Move GB: Member access schemes
Professional services
Deloitte UK: Professional services
Fitness equipment
FunXtion International BV: Fitness equipment
Governing body
EMD UK: Governing body
Locking solutions
Ojmar: Locking solutions
Audio visual
Hutchison Technologies: Audio visual
Property & Tenders
Diary dates
05-06 Sep 2019
TagusPark, Oeiras, Portugal
Diary dates
21-22 Sep 2019
Locations worldwide,
Diary dates
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Les Mills
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