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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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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Disability sports charity Activity Alliance has called on political parties to commit to giving disabled
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Les Mills
Les Mills
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Rachael Blumberg

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People know yoga, Pilates, HIIT and Barry’s Bootcamp, but many don’t know vibration training and it’s my intention, passion and purpose to make it available and bring it to the world
People
HCM people

Gita Sjahrir

Founder, R-FITNESS
We became the first boutique fitness brand in all of Southeast Asia to ever raise venture capital backing. This was positive for the industry as it signalled that the industry had growth potential
People
people are together on the climbing walls, cheering each other on, coaching each other, interacting, laughing and enjoying each other’s company. It’s a completely different environment from anything I’ve ever seen
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José Teixeira

SC Fitness, Portugal: head of customer experience
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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: Who does your brand belong to?
Who does your brand belong to? There used to be only one answer to this question: the company that grew it and invested in it.
Company profiles
Company profile: Healthcheck Services Ltd
Here at Healthcheck Services, we want to empower you, your clients & your staff to ...
Company profiles
Company profile: Wattbike
Wattbike is the creator of the world’s most advanced and innovative indoor bikes, developed in ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Professional services
Deloitte UK: Professional services
Audio visual
Hutchison Technologies: Audio visual
Fitness equipment
FunXtion International BV: Fitness equipment
Trade associations
International SPA Association - iSPA: Trade associations
Direct debit solutions
Debit Finance Collections: Direct debit solutions
Member access schemes
Move GB: Member access schemes
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Fitness software
Go Do.Fitness: Fitness software
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Property & Tenders
Diary dates
21-22 Nov 2019
JW Marriott Miami Turnberry Resort, Aventura,
Diary dates
29 Nov 2019
The King’s Fund, London, United Kingdom
Diary dates
10-12 Dec 2019
tbc, Fort Lauderdale, United States
Diary dates
29-30 Jan 2020
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Diary dates
23-25 Mar 2020
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Diary dates
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Diary dates
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Diary dates
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Les Mills
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