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
FIBO Exhibition
FIBO Exhibition
FIBO Exhibition
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

GO fit's Steve Ward: 'going digital could help us serve 100 per cent of the population'

Digital is a new vehicle to help us move towards our company mission – to get to a proposition that could serve 100 per cent of the population
– Steven Ward
Credit: HCM/Paul McLaughlin

The fitness industry's pivot to digital has defined the sector's response to the COVID-19 pandemic. For Spanish chain GO fit, it could also mean achieving the company's mission to get an entire nation physically active.

Speaking exclusively to HCM, Ward said GO fit was quick to react to the sudden changes in the marketplace, forced on by the lockdown – and is now reaping the benefits.

"We went into this crisis as a leading facility operator; our vision is to end it as one of the best digital wellbeing providers, as well," he says.

"Three days after lockdown, we already had our own studio creating video content on-demand, which soon turned into live streaming, constant contact and engagement with customers.

"The digital offer has already brought great energy to the brand and put us in the window for everyone. There will be no going back. This will just be the norm, something we do – and we’ll be doing even more of it, at an even higher quality.

"It’s also a new vehicle to help us move towards our company mission: to get to a proposition that could serve 100 per cent of the population.

"To illustrate that point, just as an example, we have one club in Madrid with 27,500 customers and 20,000 people on a waiting list that takes two years.

"We can’t even serve 100 per cent of the people in the catchment of the club who already want to use our service. Digital is, therefore, a critical part of expanding our capabilities to fulfil our mission as an organisation.

"And the crisis has delivered some fantastic new opportunities in this respect.

"We’re now working with Madrid, Seville and Malaga City Councils, as well as many others, all of whom have been integrating our digital response into the support they’ve been offering the residents of their cities during the crisis.

"These new digital partnerships complement our existing relationships with them as a facility operator."

In a wide-ranging interview in the latest issue of HCM , Ward also said that, while the pandemic has had a highly disruptive effect, the way GO fit has responded has resulted in the company being in good health.

"We’re by no means complacent," he says. "I believe there’s a long way to go in this crisis, a lot of twists and turns to come – it’s going to be tough.

"But I feel we’ve had a ‘good crisis’ so far, in terms of how we’ve reacted.

"As yet, there isn’t anything we’ve put on hold or frozen. If anything, some of the big projects we were doing – team development, strategy development, technology systems migration – have accelerated during lockdown because we had the space to do them.

"And we’re a long-term minded organisation: we enter into very long-term partnerships with the landlords, local authorities, community groups and so on that we work with. If this is a 12-, 18- or 24-month situation, we’re alright with that.

"Our company was born in the aftermath of the 2008 crisis; our team knows what it’s like to operate in a crisis.

"Our goal is to ride this turbulence and be in the same position on 1 June 2021 as we were on 1 March 2020."

• To read the full interview, in which Ward also reveals GO fit's future plans beyond the lockdown, click here for Issue 5 of HCM.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
The fitness industry's pivot to digital has defined the sector's response to the COVID-19 pandemic. For Spanish chain GO fit, it could also mean achieving the company's mission to get an entire nation physically active.
PTS,HAF,FIT,IND,TEC
2020/THUMB345702_871329_551283.jpg
Latest News
People should concentrate on exercise and staying fit – rather than dieting and weight loss ...
Latest News
Sibec Europe, scheduled to take place in Cologne, Germany, from 2 to 5 November 2021, ...
Latest News
Swim England has warned that 2,000 swimming pools could be lost forever unless the government ...
Latest News
Sports Minister, Nigel Huddleston, has joined gym-goers this morning to kick-off the annual National Fitness ...
Latest News
A new high-end workspace, designed for the use of personal trainers, coaches and other health ...
Latest News
VAT reform, adjustments in business rates and a fitness-led high street regeneration push could see ...
Latest News
Peloton has completed the merging of its commercial operations with Precor, the equipment brand it ...
Latest News
Half of UK adults aren't happy with their physical fitness levels, according to a study ...
HCM Magazine
Tokyo Olympics
GLL is best known for running leisure facilities on behalf of local authorities across the UK, but a lesser-known part of its remit is its GLL Sport Foundation which supports Olympic hopefuls. Liz Terry finds out more
HCM Magazine
Sponsored
Andy Janes and Jamie Whisken explain the vision behind R1SE Bournemouth, and why Technogym was their choice of partner in delivering their unique fusion boutique
HCM Magazine
Hybrid
The Gym Group has taken its digital hybrid strategy full circle, piloting in-gym workout pods and studios with its home workout delivery partner, Fiit. HCM talks to the team driving the project
HCM Magazine
Research
Changes to DNA which occur during exercise give protection against a wide range of diseases, according to new research from the Univesity of Copenhagen
HCM Magazine
Editor's letter
The appetite for health clubs is strong among consumers and investors – to take advantage of this, operators must figure out how to meet key challenges in operationally sustainable ways
HCM Magazine
HCM People
We first started talking to KSL over two years ago, so this was not a rushed partnership
HCM Magazine
Sponsored
Active IQ is launching courses to upskill fitness professionals to work in social prescribing, extending the reach of the industry
HCM Magazine
HCM magazine
We’re spending circa £800,000 a month on incremental COVID measures to ensure people feel comfortable, and that expectations aren’t just met, but are exceeded
HCM magazine
HCM people

David Beckham

Global partner, F45
This partnership with F45 is an exciting business venture for me
HCM magazine
Running booms when health clubs and gyms are closed. Could this enthusiasm result in treadmill training becoming the new spinning? Kath Hudson reports
Featured supplier news
Featured supplier news: Active IQ Skills Hub helps fitness professionals boost skills in post-Covid market
Suffice to say that the pandemic has completely changed the way fitness professionals work and the way consumers work out – and therein lies opportunity.
Featured supplier news
Featured supplier news: Will your business last without digital transformation?
During the pandemic, a digital transformation took off faster than anyone could have predicted with meetings in person cancelled and millions working from home.
Featured operator news
Featured operator news: Everyone Active bolsters Everyone on Demand and enters second year with five new partnerships
Everyone Active has signed a number of new deals which will see the operator strengthen its digital product offering, Everyone on Demand.
Featured operator 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.
Company profiles
Company profile: InBody UK
InBody provides products that are accurate, medically rated holding a CE mark and certified to ...
Company profiles
Company profile: Fisikal Limited
Fisikal helps fitness professionals, operators and education organisations improve efficiencies and service through its online ...
Supplier Showcases
Supplier showcase - Gympass
Catalogue Gallery
Click on a catalogue to view it online
Directory
Skincare
Sothys: Skincare
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Salt therapy products
Himalayan Source: Salt therapy products
Red Light Therapy
 Red Light Rising: Red Light Therapy
Lockers/interior design
Fitlockers: Lockers/interior design
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Exercise equipment
Pendex Fisio S.L.: Exercise equipment
Architects/designers
Zynk Design Consultants: Architects/designers
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Diary dates
13-14 Oct 2021
Online,
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

GO fit's Steve Ward: 'going digital could help us serve 100 per cent of the population'

Digital is a new vehicle to help us move towards our company mission – to get to a proposition that could serve 100 per cent of the population
– Steven Ward
Credit: HCM/Paul McLaughlin

The fitness industry's pivot to digital has defined the sector's response to the COVID-19 pandemic. For Spanish chain GO fit, it could also mean achieving the company's mission to get an entire nation physically active.

Speaking exclusively to HCM, Ward said GO fit was quick to react to the sudden changes in the marketplace, forced on by the lockdown – and is now reaping the benefits.

"We went into this crisis as a leading facility operator; our vision is to end it as one of the best digital wellbeing providers, as well," he says.

"Three days after lockdown, we already had our own studio creating video content on-demand, which soon turned into live streaming, constant contact and engagement with customers.

"The digital offer has already brought great energy to the brand and put us in the window for everyone. There will be no going back. This will just be the norm, something we do – and we’ll be doing even more of it, at an even higher quality.

"It’s also a new vehicle to help us move towards our company mission: to get to a proposition that could serve 100 per cent of the population.

"To illustrate that point, just as an example, we have one club in Madrid with 27,500 customers and 20,000 people on a waiting list that takes two years.

"We can’t even serve 100 per cent of the people in the catchment of the club who already want to use our service. Digital is, therefore, a critical part of expanding our capabilities to fulfil our mission as an organisation.

"And the crisis has delivered some fantastic new opportunities in this respect.

"We’re now working with Madrid, Seville and Malaga City Councils, as well as many others, all of whom have been integrating our digital response into the support they’ve been offering the residents of their cities during the crisis.

"These new digital partnerships complement our existing relationships with them as a facility operator."

In a wide-ranging interview in the latest issue of HCM , Ward also said that, while the pandemic has had a highly disruptive effect, the way GO fit has responded has resulted in the company being in good health.

"We’re by no means complacent," he says. "I believe there’s a long way to go in this crisis, a lot of twists and turns to come – it’s going to be tough.

"But I feel we’ve had a ‘good crisis’ so far, in terms of how we’ve reacted.

"As yet, there isn’t anything we’ve put on hold or frozen. If anything, some of the big projects we were doing – team development, strategy development, technology systems migration – have accelerated during lockdown because we had the space to do them.

"And we’re a long-term minded organisation: we enter into very long-term partnerships with the landlords, local authorities, community groups and so on that we work with. If this is a 12-, 18- or 24-month situation, we’re alright with that.

"Our company was born in the aftermath of the 2008 crisis; our team knows what it’s like to operate in a crisis.

"Our goal is to ride this turbulence and be in the same position on 1 June 2021 as we were on 1 March 2020."

• To read the full interview, in which Ward also reveals GO fit's future plans beyond the lockdown, click here for Issue 5 of HCM.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
The fitness industry's pivot to digital has defined the sector's response to the COVID-19 pandemic. For Spanish chain GO fit, it could also mean achieving the company's mission to get an entire nation physically active.
PTS,HAF,FIT,IND,TEC
2020/THUMB345702_871329_551283.jpg

News

People should concentrate on exercise and staying fit – rather than dieting and weight loss
Sibec Europe, scheduled to take place in Cologne, Germany, from 2 to 5 November 2021,
Swim England has warned that 2,000 swimming pools could be lost forever unless the government
Sports Minister, Nigel Huddleston, has joined gym-goers this morning to kick-off the annual National Fitness
A new high-end workspace, designed for the use of personal trainers, coaches and other health
VAT reform, adjustments in business rates and a fitness-led high street regeneration push could see
Life Fitness (UK) Ltd
Life Fitness (UK) Ltd
“At least 40 per cent of all businesses will die in the next 10 years
Peloton has completed the merging of its commercial operations with Precor, the equipment brand it
Half of UK adults aren't happy with their physical fitness levels, according to a study
Temporary measures brought in to support businesses in the UK from insolvency during the pandemic
Nadine Dorries has replaced Oliver Dowden as the Secretary of State for Digital, Media, Culture
In a major move against the gym market, Apple has revealed a number of upgrades
Physical activity professionals in England will soon be able to access free, one-to-one learning with
FIBO Exhibition
FIBO Exhibition
Power Plate has teamed up with Myzone to provide its community with new class experiences
Fitness equipment giant Nautilus has acquired VAY, a firm specialising in AI and motion technology.
An award celebrating outstanding individuals in the fitness sector is to be named in honour
David Lloyd Leisure (DLL) has reorganised its top team in order to expand its estate
Downtown Miami’s upcoming mixed-use development Legacy Hotel & Residences has signed a joint venture deal
Colin Waggett has revealed that the recent deal, which saw KSL Capital Partners acquire a
3d Leisure has acquired franchised studio operator Yourzone45 from Elms Fitness Group for an undisclosed
Miha Bodytec GmbH
Miha Bodytec GmbH
As Surge expands its offer with the launch of a third dedicated Electronic Muscle Stimulation
A new, one-day conference will create a platform for a debate on how the global
The Gym Group says it intends to exploit "the most favourable property market in its
Les Mills
Les Mills
1 - 20 of 12,026
HCM Magazine
Tokyo Olympics
GLL is best known for running leisure facilities on behalf of local authorities across the UK, but a lesser-known part of its remit is its GLL Sport Foundation which supports Olympic hopefuls. Liz Terry finds out more
HCM Magazine
Sponsored
Andy Janes and Jamie Whisken explain the vision behind R1SE Bournemouth, and why Technogym was their choice of partner in delivering their unique fusion boutique
HCM Magazine
Hybrid
The Gym Group has taken its digital hybrid strategy full circle, piloting in-gym workout pods and studios with its home workout delivery partner, Fiit. HCM talks to the team driving the project
HCM Magazine
Research
Changes to DNA which occur during exercise give protection against a wide range of diseases, according to new research from the Univesity of Copenhagen
HCM Magazine
Editor's letter
The appetite for health clubs is strong among consumers and investors – to take advantage of this, operators must figure out how to meet key challenges in operationally sustainable ways
HCM Magazine
HCM People
We first started talking to KSL over two years ago, so this was not a rushed partnership
HCM Magazine
Sponsored
Active IQ is launching courses to upskill fitness professionals to work in social prescribing, extending the reach of the industry
HCM Magazine
HCM magazine
We’re spending circa £800,000 a month on incremental COVID measures to ensure people feel comfortable, and that expectations aren’t just met, but are exceeded
HCM magazine
HCM people

David Beckham

Global partner, F45
This partnership with F45 is an exciting business venture for me
HCM magazine
Running booms when health clubs and gyms are closed. Could this enthusiasm result in treadmill training becoming the new spinning? Kath Hudson reports
HCM magazine
Life Fitness introduces Integrity SL, the next-generation LED console with intuitive functionality and digital connectivity
HCM magazine
Booming membership sales, busy suburban clubs and members visiting during the working day. Operators are reporting it’s good to be back. Kath Hudson finds out what business has been like since the re-set button was pressed
HCM magazine
Dr Davina Deniszczyc talks us through the findings of the first Nuffield Healthier Nation Index, which has benchmarked activity levels and attitudes to exercise among the UK population
HCM magazine
Fuel the debate about issues and opportunities across the industry. We’d love to hear from you – [email protected]
HCM magazine
How have consumers responded to the end of lockdowns? Cesar Carvalho shares some bounceback numbers with HCM
HCM magazine
Generations rarely have the opportunity to reset public opinion and effect behaviour change for good, but post-pandemic two unequal movements with a lot in common will be the focus of governments, says David Minton
HCM magazine
Featured supplier news
Featured supplier news: Active IQ Skills Hub helps fitness professionals boost skills in post-Covid market
Suffice to say that the pandemic has completely changed the way fitness professionals work and the way consumers work out – and therein lies opportunity.
Featured supplier news
Featured supplier news: Will your business last without digital transformation?
During the pandemic, a digital transformation took off faster than anyone could have predicted with meetings in person cancelled and millions working from home.
Featured operator news
Featured operator news: Everyone Active bolsters Everyone on Demand and enters second year with five new partnerships
Everyone Active has signed a number of new deals which will see the operator strengthen its digital product offering, Everyone on Demand.
Featured operator 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.
Company profiles
Company profile: InBody UK
InBody provides products that are accurate, medically rated holding a CE mark and certified to ...
Company profiles
Company profile: Fisikal Limited
Fisikal helps fitness professionals, operators and education organisations improve efficiencies and service through its online ...
Supplier Showcases
Supplier showcase - Gympass
Catalogue Gallery
Click on a catalogue to view it online
Directory
Skincare
Sothys: Skincare
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Salt therapy products
Himalayan Source: Salt therapy products
Red Light Therapy
 Red Light Rising: Red Light Therapy
Lockers/interior design
Fitlockers: Lockers/interior design
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Exercise equipment
Pendex Fisio S.L.: Exercise equipment
Architects/designers
Zynk Design Consultants: Architects/designers
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Diary dates
13-14 Oct 2021
Online,
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:
FIBO Exhibition
FIBO Exhibition