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Les Mills International
Les Mills International
Les Mills International
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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

News

Marketing managers should be more like Richard Branson, says Icon Training CEO

The growth in prominence of social media has opened up an array of marketing opportunities for the health and fitness industry, however marketing managers should be operating more like Richard Branson to improve their online strategies, says Icon Training CEO Julian Leybourne.

As Gary Vaynerchuk explained in his keynote speech at March’s IHRSA Annual Convention, there is some suggestion that the sector is currently “marketing like it’s 2004.”

So how can the health and fitness industry harness the benefits of the digital era to improve its promotional offerings?

According to the head of Icon Training, chairs, executives and managers need to understand the current digital revolution and begin to contribute to the dialogue surrounding social media development, with Virgin leader Branson leading the way with his use of social media.

“Our approach has had to evolve in terms of the way we listen to staff, customers and potential prospects – the way we must, today, open up a two-way dialogue to make our audience look, listen and react in a positive and mutually beneficially way,” wrote Leybourne in the May edition of Health Club Management magazine.

Since its introduction, Branson has used social networking to reach out to his customer base and engage in discussions to help improve the offerings supplied by his businesses.

“He uses the full range of social media: blogging, asking questions, responding to comments on Facebook and Twitter to hear what people are saying on a daily basis about each of his businesses and each brand – the good, the bad and everything in between,” adds Leybourne.

“By engaging on say, Facebook or Twitter, you can position your brand to showcase your values in a subtle but positive way.”

Creating personal engagement with customers – to boost reputation through interaction and gather vital feedback about services – businesses can use standard networks like Twitter and Facebook, as well as adopting rising platforms like Vine, Instagram and SnapChat.

According to Leybourne, one vital component to social media success is defining a message to portray, which is based around your ultimate goals as a business.

Examples of this include being specific in relation to potential offerings like membership benefits, time-specific events and special offers when creating discussions or posting Tweets or messages.

Leybourne provides more social media advice in the May edition of Health Club Management magazine, pp.70-74.

The growth in prominence of social media has opened up an array of marketing opportunities for the health and fitness industry, however marketing managers should be operating more like Richard Branson to improve their online strategies, says Icon Training CEO Julian Leybourne.
HAF,COL
542283_85069.jpg
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 Red Light Rising: Red Light Therapy
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Diary dates
01-03 Feb 2022
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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

Marketing managers should be more like Richard Branson, says Icon Training CEO

The growth in prominence of social media has opened up an array of marketing opportunities for the health and fitness industry, however marketing managers should be operating more like Richard Branson to improve their online strategies, says Icon Training CEO Julian Leybourne.

As Gary Vaynerchuk explained in his keynote speech at March’s IHRSA Annual Convention, there is some suggestion that the sector is currently “marketing like it’s 2004.”

So how can the health and fitness industry harness the benefits of the digital era to improve its promotional offerings?

According to the head of Icon Training, chairs, executives and managers need to understand the current digital revolution and begin to contribute to the dialogue surrounding social media development, with Virgin leader Branson leading the way with his use of social media.

“Our approach has had to evolve in terms of the way we listen to staff, customers and potential prospects – the way we must, today, open up a two-way dialogue to make our audience look, listen and react in a positive and mutually beneficially way,” wrote Leybourne in the May edition of Health Club Management magazine.

Since its introduction, Branson has used social networking to reach out to his customer base and engage in discussions to help improve the offerings supplied by his businesses.

“He uses the full range of social media: blogging, asking questions, responding to comments on Facebook and Twitter to hear what people are saying on a daily basis about each of his businesses and each brand – the good, the bad and everything in between,” adds Leybourne.

“By engaging on say, Facebook or Twitter, you can position your brand to showcase your values in a subtle but positive way.”

Creating personal engagement with customers – to boost reputation through interaction and gather vital feedback about services – businesses can use standard networks like Twitter and Facebook, as well as adopting rising platforms like Vine, Instagram and SnapChat.

According to Leybourne, one vital component to social media success is defining a message to portray, which is based around your ultimate goals as a business.

Examples of this include being specific in relation to potential offerings like membership benefits, time-specific events and special offers when creating discussions or posting Tweets or messages.

Leybourne provides more social media advice in the May edition of Health Club Management magazine, pp.70-74.

The growth in prominence of social media has opened up an array of marketing opportunities for the health and fitness industry, however marketing managers should be operating more like Richard Branson to improve their online strategies, says Icon Training CEO Julian Leybourne.
HAF,COL
542283_85069.jpg

News

Fitness apps that emphasise death-related messaging are more effective in getting people physically active. The
UK Health clubs, gyms, hotels, pubs and other leisure businesses will all receive a 50
Fitness First UK has changed its pricing structure and is now offering a flexible membership
Boutique operator 1Rebel has launched its first 1Rebel Labs Studio at its club in Holborn.
The Local Government Association (LGA) has called on the UK government to invest £875m in
Anthony Hamilton, the father of F1 racing driver Lewis Hamilton, is launching a fitness equipment
Les Mills
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The pandemic has had an "unprecedented" impact on physical activity levels in England, with 1
The first énergie Fitness club has opened in Spain as part of a push for
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HCM Magazine
Everyone’s talking about
In the last issue of HCM, we checked with big box operators in the UK to see how trading has been going since restrictions were lifted. This month we turn our attention to boutiques and urban studios to find out how they’re faring. Kath Hudson reports
HCM Magazine
Interview
Gyms have a role to play in collaborating with the social prescribing movement to improve the nation’s health, the CEO of the UK’s National Academy of Social Prescribing tells Kate Cracknell
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HCM Magazine
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How have consumers responded to the end of lockdowns? Cesar Carvalho shares some bounceback numbers with HCM
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Les Mills is launching a new digital network called Les Mills Connect to help clubs build back better and emerge from the pandemic with a stronger business
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Research confirms the role health clubs can play in supporting people in nurturing their mental health, as Victor Brick explains
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HCM magazine
Fuel the debate about issues and opportunities across the industry. We’d love to hear from you – [email protected]
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This year’s edition of the IHRSA Global Report which addresses performance from 2020, is a valuable record of the tremendous impact of the COVID-19 pandemic on the sector, creating a benchmark from which to understand the recovery. Kristen Walsh reports for HCM
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In this issue, we’re focusing on sharing insights and thought leadership to highlight opportunities for the development of the sector in terms of both markets and offerings, says Liz Terry, HCM editor
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Screens display power generated from each piece of equipment, allowing people to compete against each other for kilowatt hours produced
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Featured supplier news
Featured supplier news: Luxe Fitness partners with Fisikal to drive digital member journey
Luxe Fitness, a Bristol-based gym offering premium service at a budget price has partnered with Fisikal – an expert in digital business management solutions – to enhance its member experience and digital journey.
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: Sporting heroes to officially open £22 million redevelopment at Everyone Active centre
A £22 million redevelopment project will be unveiled at Grange Paddocks Leisure Centre, as part of the official launch of the state-of-the-art centre.
Featured operator news
Featured operator news: Everyone Active generates £342m in social value
Award-winning leisure operator Everyone Active generated £342million in social value at its sites across the country in 2019/20.
Company profiles
Company profile: IONTO Health & Beauty GmbH
IONTO-COMED offers a wide range of treatment beds offering maximum flexibility and the symbiosis of ...
Company profiles
Company profile: TRIB3 International Ltd
First established in Sheffield in January 2016 TRIB3 is a bootcamp boutique studio designed to ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Uniforms
Service Sport: Uniforms
Red Light Therapy
 Red Light Rising: Red Light Therapy
Management software
Premier Software Solutions: Management software
Skincare
Comfort Zone - Davines S.p.A: Skincare
Salt therapy products
Himalayan Source: Salt therapy products
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Architects/designers
Zynk Design Consultants: Architects/designers
Fitness equipment
Octane Fitness: Fitness equipment
Wearable technology solutions
MyZone: Wearable technology solutions
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
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
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Les Mills International
Les Mills International