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
Les Mills International
Les Mills International
Les Mills International
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

Who's winning at digital in health and fitness? A new survey gives insights

A new report, titled ‘Digital Futures', from Rewrite Digital, charts the digital maturity of the UK health and fitness sector
Private sector operators are leading the market in terms of digitalisation, being categorised as 'Digitally Established'
The report was published by industry body, UK Active as a benchmark for the current state of play
Sport England and UK Active will now support a new initiative to drive digital improvements in the sector

A review of the state of 'digital maturity' of health club operators in the UK has established the current winners in the race to elevate the sector's digital performance, as well as highlighting areas for development.

UK Active commissioned digital consultancy, Rewrite Digital, to collaborate with a sample of operators to design a digital maturity and effectiveness index tool for the sector to use, free of charge.

Since August 2021, when the review launched, the tool has formed a core component of industry consultations, enabling operators to receive analysis and a score for their digital maturity.

The output of that collaboration is a new report, called Digital Futures: A review of the digital maturity and digital effectiveness of the UK’s fitness and leisure sector, which charts the operators’ digital prowess and preparedness and sets an overall benchmark for the sector.

The consultation was completed by 44 organisations, representing 1,300 facilities in the UK. It’s not known if this was a representative sample of the sector or a self-selected sample.

Private operators with more than 51 sites were the highest-scoring cohort, with an average score of 72 per cent, putting them at the ‘Digitally Established’ level (60-79 per cent), with one outstanding operator classed as a ‘Digital Leader’.

The average score for private operators was 63 per cent, putting them in the ‘Digitally Established’ category.

Public operators scored 55 per cent on average, with the index describing this level (40-59 per cent) as ‘Digital Experimenter’, typically meaning that operators are making great strides forward but without the investment, goal alignment and rapid advances to yield a strong performance.

When it comes to the ambitions of the sector, the current scores are not enough to satisfy many and the survey found that a third (30 per cent) of operators don’t have a digital strategy, while 84 per cent say theirs isn’t "up to date, complete, ambitious enough and supported by an achievable roadmap”. Only 16 per cent of operators have a digital strategy they’re happy with.

The findings will be used as a foundation for Sport England and UK Active to develop a new knowledge programme for operators.

This will include the self-assessment tool provided by the index, themed papers and seminars to support learning and a digital resource marketplace.

Huw Edwards, CEO of UK Active, said: “For the first time we’ve been able to conduct a detailed digital consultation with operators across the UK and provide a benchmark of our sector’s progress.

“The Digital Futures report makes the irrefutable case for accelerating digital strategies and skills at all levels of our workforce, from the boardroom to the gym floor, and we’re committed to working with our partners and members to take our sector to the next level.

“We encourage all operators to use UK Active’s digital maturity and effectiveness index tool, both to improve their digital mindset and strategy, and so UK Active can monitor and support our sector’s progress.”

Find out more about the report here.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Related news

What motivates members to return to the gym? A US study reveals the trends

21 Nov 2021
Location and cost are the top considerations for consumers when it comes to choosing a ...

Amazon expands Halo as it looks to challenge Fitbit, Apple and Peloton

03 Oct 2021
Amazon has made a major move to grab itself a bigger share of the digital ...
Latest News
Boutique chain Trib3 will become one of the first fitness operators to establish a presence ...
Latest News
At-home fitness brand NordicTrack from iFIT has launched what it says are the first voice-controlled, ...
Latest News
The Workforce State of Mind Survey, now in its second year, has begun to gather ...
Latest News
Wellness operator and fit tech company, LIT Method, (low-intensity training) is ramping up expansion after ...
Latest News
Planet Fitness has signed an agreement to acquire Sunshine Fitness – an operator of 114 ...
Latest News
People living in London have been advised to avoid or reduce strenuous exercise today (Friday ...
Latest News
A marketing partnership between fitness marketplace Hussle and fast-food giant McDonald's resulted in a significant ...
Latest News
The UK government should encourage – and make it easier – for doctors and other ...
HCM Magazine
Supplier showcase
Premier Gym + Fitness, based in Newton Abbot, Devon, has opened its doors to the public thanks to the help and support of Pulse Fitness
HCM Magazine
Supplier showcase
TVS Group installs a new world class facilities at the University of Kent in partnership with Robbins
HCM Magazine
Sponsored
Life Fitness has launched a new mobile app, called Life Fitness Connect, to provide the ultimate workout experience
HCM Magazine
Interview
‘People are choosing bricks and mortar, and they’re coming back faster than we’ve ever seen.’ The CEO of Planet Fitness speaks to Kate Cracknell
HCM Magazine
HCM People
We’ve never wanted to be the biggest, just the best
HCM Magazine
HCM People
I don’t want to compete with gyms, I want to complement them. We’re going to places where they’re not – parks, schools and cul-de-sacs
HCM Magazine
Promotion
Fitness First Germany has upgraded its members’ gym floor training experience with the rollout of Funxtion’s Multiscreen Virtual Player
HCM Magazine
HCM magazine
Code Fitness has partnered with body composition experts Tanita to put analysis at the heart of its programmes
HCM magazine
Despite the renewed interest in health, a proportion of people remain nervous about going back to health clubs because of infection levels in the wider community. Would making adjustments to pricing help overcome these barriers? Kath Hudson investigates
HCM magazine
As we wrap up 2021, flooring suppliers share their most exciting projects and launches from the past year
Featured supplier news
Featured supplier news: Orbit4: 2022 is going to be extraordinary, are you ready for it?
No two gyms are the same, but making the most of AI and digital transformation will be key to getting your business ahead in 2022, according to CEO of Orbit4 Daniel Jones.
Featured supplier news
Featured supplier news: Quoox throws down the gauntlet in fitness software arena
An increasing number of gym and studio owners are realising that the days of them needing six, eight or 10 pieces of expensive, disjointed and barely adequate software to operate their business is a thing of the past.
Featured operator news
Featured operator news: Double Olympic Champion Rebecca Adlington breaks ground ahead of new Rainham Leisure Centre
Everyone Active has got the New Year off to a flying start as it begins work on the brand new Rainham Leisure Centre.
Featured operator news
Featured operator news: Innovative experience TAGactive launched at Everyone Active
Everyone Active opened its first TAGactive Arena at Lammas Leisure Centre on Bank Holiday Monday, January 3.
Video Gallery
Mindbody, Inc
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Sport Alliance GmbH
Company profiles
Company profile: Matrix Fitness
Matrix provides innovative commercial fitness equipment to facilities in all market sectors including private health ...
Company profiles
Company profile: Physical Company
Physical Company’s mission statement is ‘First for Fitness Solutions’ – a statement that reflects the ...
Supplier Showcases
Supplier showcase - Pulse Fitness: The premium touch
Catalogue Gallery
Click on a catalogue to view it online
Directory
On demand
Fitness On Demand: On demand
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Skincare
Sothys: Skincare
Spa software
SpaBooker: Spa software
Wearable technology solutions
MyZone: Wearable technology solutions
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Exercise equipment
Matrix Fitness: Exercise equipment
Salt therapy products
Saltability: Salt therapy products
trade associations
International SPA Association - iSPA: trade associations
Architects/designers
Zynk Design Consultants: Architects/designers
Property & Tenders
Bilborough, Nottingham
Bilborough College
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
07-10 Apr 2022
Exhibition Centre , Cologne, Germany
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

News

Who's winning at digital in health and fitness? A new survey gives insights

A new report, titled ‘Digital Futures', from Rewrite Digital, charts the digital maturity of the UK health and fitness sector
Private sector operators are leading the market in terms of digitalisation, being categorised as 'Digitally Established'
The report was published by industry body, UK Active as a benchmark for the current state of play
Sport England and UK Active will now support a new initiative to drive digital improvements in the sector

A review of the state of 'digital maturity' of health club operators in the UK has established the current winners in the race to elevate the sector's digital performance, as well as highlighting areas for development.

UK Active commissioned digital consultancy, Rewrite Digital, to collaborate with a sample of operators to design a digital maturity and effectiveness index tool for the sector to use, free of charge.

Since August 2021, when the review launched, the tool has formed a core component of industry consultations, enabling operators to receive analysis and a score for their digital maturity.

The output of that collaboration is a new report, called Digital Futures: A review of the digital maturity and digital effectiveness of the UK’s fitness and leisure sector, which charts the operators’ digital prowess and preparedness and sets an overall benchmark for the sector.

The consultation was completed by 44 organisations, representing 1,300 facilities in the UK. It’s not known if this was a representative sample of the sector or a self-selected sample.

Private operators with more than 51 sites were the highest-scoring cohort, with an average score of 72 per cent, putting them at the ‘Digitally Established’ level (60-79 per cent), with one outstanding operator classed as a ‘Digital Leader’.

The average score for private operators was 63 per cent, putting them in the ‘Digitally Established’ category.

Public operators scored 55 per cent on average, with the index describing this level (40-59 per cent) as ‘Digital Experimenter’, typically meaning that operators are making great strides forward but without the investment, goal alignment and rapid advances to yield a strong performance.

When it comes to the ambitions of the sector, the current scores are not enough to satisfy many and the survey found that a third (30 per cent) of operators don’t have a digital strategy, while 84 per cent say theirs isn’t "up to date, complete, ambitious enough and supported by an achievable roadmap”. Only 16 per cent of operators have a digital strategy they’re happy with.

The findings will be used as a foundation for Sport England and UK Active to develop a new knowledge programme for operators.

This will include the self-assessment tool provided by the index, themed papers and seminars to support learning and a digital resource marketplace.

Huw Edwards, CEO of UK Active, said: “For the first time we’ve been able to conduct a detailed digital consultation with operators across the UK and provide a benchmark of our sector’s progress.

“The Digital Futures report makes the irrefutable case for accelerating digital strategies and skills at all levels of our workforce, from the boardroom to the gym floor, and we’re committed to working with our partners and members to take our sector to the next level.

“We encourage all operators to use UK Active’s digital maturity and effectiveness index tool, both to improve their digital mindset and strategy, and so UK Active can monitor and support our sector’s progress.”

Find out more about the report here.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Related news

What motivates members to return to the gym? A US study reveals the trends

21 Nov 2021
Location and cost are the top considerations for consumers when it comes to choosing a ...

Amazon expands Halo as it looks to challenge Fitbit, Apple and Peloton

03 Oct 2021
Amazon has made a major move to grab itself a bigger share of the digital ...

News

Boutique chain Trib3 will become one of the first fitness operators to establish a presence
At-home fitness brand NordicTrack from iFIT has launched what it says are the first voice-controlled,
The Workforce State of Mind Survey, now in its second year, has begun to gather
Wellness operator and fit tech company, LIT Method, (low-intensity training) is ramping up expansion after
Planet Fitness has signed an agreement to acquire Sunshine Fitness – an operator of 114
People living in London have been advised to avoid or reduce strenuous exercise today (Friday
Les Mills
Les Mills
Covid-19 has accelerated digital transformation within the fitness industry by at least a decade, and
A marketing partnership between fitness marketplace Hussle and fast-food giant McDonald's resulted in a significant
The UK government should encourage – and make it easier – for doctors and other
Mark Sesnan, co-founder and CEO of GLL, has been awarded an OBE in the New
4 Global – a partner in the Moving Communities initiative – has completed an initial public
Myzone has secured a US$17.2m worth of investment from growth capital investor BGF – a
The Cleveland Clinic’s chief wellness officer Michael Roizen predicts longevity will become the next major
FIBO Exhibition
FIBO Exhibition
Known for its innovation and for providing one of the the most comprehensive gym and
Physically active people are 50 per cent more likely to develop higher levels of antibodies
United Fitness Brands (UFB) has added London-based operator Triyoga to its portfolio. Triyoga, which operates
Wearable technology, outdoor exercise activities and strength training are among the trends expected to shape
COVID-19 is accelerating interest in wellness as more consumers have been faced with the importance
The number of positive COVID-19 cases among people who have visited health clubs across Europe
HCM has confirmed that the UK government's £1bn support package for the hospitality and leisure
Innovatise UK Ltd
Innovatise UK Ltd
The ‘health seeker’ is a term being used a lot within fitness right now, as
The Gym Group has opened five clubs in one day to reach 200 sites in
UK Active has sent letters to three government departments, asking for them to provide the
Precor UK
Precor UK
1 - 20 of 12,126
HCM Magazine
Supplier showcase
Premier Gym + Fitness, based in Newton Abbot, Devon, has opened its doors to the public thanks to the help and support of Pulse Fitness
HCM Magazine
Supplier showcase
TVS Group installs a new world class facilities at the University of Kent in partnership with Robbins
HCM Magazine
Sponsored
Life Fitness has launched a new mobile app, called Life Fitness Connect, to provide the ultimate workout experience
HCM Magazine
Interview
‘People are choosing bricks and mortar, and they’re coming back faster than we’ve ever seen.’ The CEO of Planet Fitness speaks to Kate Cracknell
HCM Magazine
HCM People
We’ve never wanted to be the biggest, just the best
HCM Magazine
HCM People
I don’t want to compete with gyms, I want to complement them. We’re going to places where they’re not – parks, schools and cul-de-sacs
HCM Magazine
Promotion
Fitness First Germany has upgraded its members’ gym floor training experience with the rollout of Funxtion’s Multiscreen Virtual Player
HCM Magazine
HCM magazine
Code Fitness has partnered with body composition experts Tanita to put analysis at the heart of its programmes
HCM magazine
Despite the renewed interest in health, a proportion of people remain nervous about going back to health clubs because of infection levels in the wider community. Would making adjustments to pricing help overcome these barriers? Kath Hudson investigates
HCM magazine
As we wrap up 2021, flooring suppliers share their most exciting projects and launches from the past year
HCM magazine
The pandemic brought business as we knew it to a standstill. But not for long. Software companies were quick to provide solutions to help clubs adapt and now these are here to stay. Suppliers tell HCM how the pandemic is changing the industry for the better
HCM magazine
HCM People

Alex Nicholl

MD, Sweat by BXR
We were fortunate to be approached by Sheikh Mohammed – a Qatari entrepreneur – to develop the club
HCM magazine
Exercise has been found to power up the body’s production of endocannabinoids and reduce chronic inflammation, explains Tom Walker
HCM magazine
New research from tech firm Mindbody gives insights into the state of the US health and fitness market, as Lauren McAlister reports
HCM magazine
We talk about our clubs being welcoming places with a joyful atmosphere. That sense of joy is key if we want everyone to enjoy the benefits of working out
HCM magazine
Fuel the debate about issues and opportunities across the industry. We’d love to hear from you – [email protected]
HCM magazine
Featured supplier news
Featured supplier news: Orbit4: 2022 is going to be extraordinary, are you ready for it?
No two gyms are the same, but making the most of AI and digital transformation will be key to getting your business ahead in 2022, according to CEO of Orbit4 Daniel Jones.
Featured supplier news
Featured supplier news: Quoox throws down the gauntlet in fitness software arena
An increasing number of gym and studio owners are realising that the days of them needing six, eight or 10 pieces of expensive, disjointed and barely adequate software to operate their business is a thing of the past.
Featured operator news
Featured operator news: Double Olympic Champion Rebecca Adlington breaks ground ahead of new Rainham Leisure Centre
Everyone Active has got the New Year off to a flying start as it begins work on the brand new Rainham Leisure Centre.
Featured operator news
Featured operator news: Innovative experience TAGactive launched at Everyone Active
Everyone Active opened its first TAGactive Arena at Lammas Leisure Centre on Bank Holiday Monday, January 3.
Video Gallery
Mindbody, Inc
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Sport Alliance GmbH
Company profiles
Company profile: Matrix Fitness
Matrix provides innovative commercial fitness equipment to facilities in all market sectors including private health ...
Company profiles
Company profile: Physical Company
Physical Company’s mission statement is ‘First for Fitness Solutions’ – a statement that reflects the ...
Supplier Showcases
Supplier showcase - Pulse Fitness: The premium touch
Catalogue Gallery
Click on a catalogue to view it online
Directory
On demand
Fitness On Demand: On demand
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Skincare
Sothys: Skincare
Spa software
SpaBooker: Spa software
Wearable technology solutions
MyZone: Wearable technology solutions
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Exercise equipment
Matrix Fitness: Exercise equipment
Salt therapy products
Saltability: Salt therapy products
trade associations
International SPA Association - iSPA: trade associations
Architects/designers
Zynk Design Consultants: Architects/designers
Property & Tenders
Bilborough, Nottingham
Bilborough College
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
07-10 Apr 2022
Exhibition Centre , Cologne, Germany
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
Search news, features & products:
Find a supplier:
Les Mills International
Les Mills International
Partner sites