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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

News

Fitness operators should get ready to 'market themselves to robots'

Consumers will soon be carrying so much personalised, advanced technology that reaching them will require the adoption of entirely new means of communication.

Speaking at the recent Technogym 2019 Digital Transformation Event, practical futurist Andrew Grill said having smartphones which know about their user's personal preferences and routines means will soon to lead to the emergence of “digital agents”.

"Smartphone data – plus developments in artificial intelligence – will lead to the creation of digital agents,” Grill said. “These will take over the mundane, replicable chores of life.

"Your customers will soon use digital agents to book classes and ask about memberships.

"This means your marketing department will have to start writing ad copy for robots, not for humans.

"Digital agents will be gatekeepers, a bit like a PA. It’s already happening, so get ahead and start using it."

Offering his tips on how the health and fitness sector can future proof its practices, Grill offered a four-point checklist.

His advice includes hiring people with digital skills at management level, business leaders educating themselves on digital, making more of big data and making sure there is connectivity between a business' systems (such as apps, fitness platforms, CRM) and their partners and suppliers.

• To read a full report on Grill's session at the Digital Transformation Event, click here for the August 2019 issue of HCM magazine.

Sign up for FREE ezines & magazines
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Andrew Grill

Practical Futurist
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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Diary dates
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News

Fitness operators should get ready to 'market themselves to robots'

Consumers will soon be carrying so much personalised, advanced technology that reaching them will require the adoption of entirely new means of communication.

Speaking at the recent Technogym 2019 Digital Transformation Event, practical futurist Andrew Grill said having smartphones which know about their user's personal preferences and routines means will soon to lead to the emergence of “digital agents”.

"Smartphone data – plus developments in artificial intelligence – will lead to the creation of digital agents,” Grill said. “These will take over the mundane, replicable chores of life.

"Your customers will soon use digital agents to book classes and ask about memberships.

"This means your marketing department will have to start writing ad copy for robots, not for humans.

"Digital agents will be gatekeepers, a bit like a PA. It’s already happening, so get ahead and start using it."

Offering his tips on how the health and fitness sector can future proof its practices, Grill offered a four-point checklist.

His advice includes hiring people with digital skills at management level, business leaders educating themselves on digital, making more of big data and making sure there is connectivity between a business' systems (such as apps, fitness platforms, CRM) and their partners and suppliers.

• To read a full report on Grill's session at the Digital Transformation Event, click here for the August 2019 issue of HCM magazine.

Sign up for FREE ezines & magazines
Related news

Thousands of NHS patients to get free fitness trackers

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News

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Les Mills
Les Mills
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Wearable tech giant FitBit has launched a premium service which will utilise users' own data
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Servicesport UK Limited
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1 - 15 of 11,065
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
feature
‘TRX® for Yoga’ education fuses suspension training and yoga, says Julian Woolley
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
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
Social responsibility
A year after the launch of its first outdoor gym made from melted down, confiscated knives, Steel Warriors has won the support of the Co-op, which has pledged to fund the roll-out of a further 20 calisthenics gyms, as Kath Hudson reports
Features
feature
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Martin Seibold

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Founders and advisers, Grit Bxng
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Job search
POST YOUR JOB
Featured supplier news
Featured supplier: Join FitNation - the new fitness congress about innovation
FitNation, the new premier event about innovation in the fitness industry, will kick-off in Amsterdam on 4 October.
Featured supplier news
Featured supplier: Incorpore: Creating a fitter, happier and more productive workforce
Inactivity is described by The Department of Health as the ‘silent killer’ of our generation.
Video Gallery
TRX MAPS
TRX Training
TRX MAPS completes body movement assessments in just 30 seconds to help trainers develop personalized fitness plans and goals for members. Read more
More videos:
Company profiles
Company profile: Legend Club Management Systems (UK) Ltd
Legend provides the leading software solution for driving improvements in leisure operations. We deliver savings ...
Company profiles
Company profile: MoveGB
Move is the online fitness platform where consumers go to get active, and operators collaborate ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Direct debit solutions
Debit Finance Collections: Direct debit solutions
Trade associations
International SPA Association - iSPA: Trade associations
Fitness equipment
Octane Fitness: Fitness equipment
Audio visual
Hutchison Technologies: Audio visual
Locking solutions
Ojmar: Locking solutions
Management software
Fisikal: Management software
Professional services
Deloitte UK: Professional services
Skincare
Sothys: Skincare
Lockers/interior design
Craftsman Quality Lockers Ltd: Lockers/interior design
Exercise equipment
Star Trac / Core Health & Fitness: Exercise equipment
Property & Tenders
Diary dates
21-22 Sep 2019
Locations worldwide,
Diary dates
23-26 Sep 2019
JW Marriott Turnberry Resort & Spa, Miami, United States
Diary dates
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