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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

New revenue streams: Keith Burnet shares learnings from fitness operators in China

In a new webinar, Keith Burnet, CEO of global markets at Les Mills, has given insights into how health and fitness operators in China are responding to the coronavirus lockdown.

A global business, Les Mills has been working with operators around the world as the lockdown has rolled from East to West and the Les Mills top team is sharing learnings.

Burnet said some operators had managed to retain the majority of their revenues, in spite of being closed and stressed the importance of adopting a 'business as usual' attitude.

"Your physical real estate may be closed," he said, "but if your mindset is that you’re open and you have a job to do to continue to provide services, then the way you tackle the challenge will be completely different."

He said "Identifying solutions and finding a way through this will only come when you and your team are in 'moving forward' mode – moving to acceptance and making a plan.

"Those that seem to be winning have moved through the change curve quickly with a positive mindset," he commented. "They've taken people with them, and started to ask how to take advantage of the opportunities this situation presents."

Burnet gave examples of Chinese operators who had used the shutdown to upskill their teams, host online education, strengthen their teams through recruiting great people from their competitors and unlock online efficiencies.

"Connection and community are most important," said Burnet - "it’s what members are looking for and you need to manage the connections beyond the class to build an audience."

With membership payments reduced, Burnet gave some examples of operators in China that had managed to create new income streams.

These included Shape China which launched a 12-day weight management programme, charging US$52, per person.

Over 1,000 people signed up for this, said Burnet.

Operator, Lefit, has set up a live broadcasting room with a new digital membership of US$14 a year to develop micropayments. This will sit within the full membership package when the operator reopens.

Orange Theory China continued to sell memberships even though its clubs were closed, by creating a re-opening membership package to drive short-term three-week trial memberships.

People signing up for these will have phased access in terms of when they can use the membership cards they’ve bought.

To hear the whole webinar with Keith Burnet, click here

For an in-depth review of Chinese fitness operators' response to COVID-19, click here to read Jak Phillips in the latest issue of HCM.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
In a new webinar, Keith Burnet, CEO of global markets at Les Mills, has given insights into how health and fitness operators in China responded to the coronavirus lockdown.
HAF,FIT,IND,PTS
2020/THUMB345421_798030_317075.jpg
Latest News
Mid Ulster District Council (MUDC) in Northern Ireland has won a landmark VAT case, which ...
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The government has pledged to invest £100m in supporting public leisure centres this winter, as ...
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Bristol University has commited to embracing body positivity, creating more inclusive physical activity environments, rejecting diet culture and raising awareness of eating disorders across its sports and fitness provision. Should the rest of the fitness sector follow suit? Kath Hudson reports
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People
HCM people

Dr Darshan Shah

Next Health: co-founder
Our vision is that health is not the absence of disease but the abundance of vitality
People
HCM people

Keith Burnet

CEO global markets, Les Mills
I wanted to do something to inspire others and encourage them to believe that no matter what age you are, anything is possible
People
Our facility isn’t for everyone. In daring to be different, we’re attracting people willing to commit to a fresh way of approaching health and fitness
Opinion
promotion
Our world has changed since March and together, we are learning and adapting to how this sector can continue to thrive in this COVID conscious world.
Opinion: Why fitness clubs and facilities need to evolve in a COVID-conscious world
Opinion
promotion
In a post-Covid world, member experience is more important than ever before. Your customers’ expectations have been heightened as the coronavirus continues to dominate our everyday lives.
Opinion: Why member experience is more important now than ever before
Featured supplier news
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Frontline work has never been more important and frontline workers are the largest class of workers on the planet, as well as the most impactful group on the experience customers get.
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In April 2020, two-thirds of the world’s gyms went into temporary closure due to COVID-19.
Video Gallery
Freemotion CoachBike™
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Give your members the immersive cycling experience that keeps your members engaged – today and tomorrow. Read more
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Company profiles
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Physical Company provides specialist fitness solutions. This includes equipment, flooring, gym design, programming and training ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Direct debit solutions
Harlands Group: Direct debit solutions
Spa software
SpaBooker: Spa software
Fitness equipment
TRX Training: Fitness equipment
Software
Volution.fit: Software
Management software
fibodo Limited: Management software
Fitness Software
FunXtion International BV: Fitness Software
Wearable technology solutions
MyZone: Wearable technology solutions
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Skincare
Comfort Zone - Davines S.p.A: Skincare
Property & Tenders
11 - 25 Union St, London SE1 1SD
Bankside Open Spaces Trust
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Waltham Abbey, Essex
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
03-06 Nov 2020
Online,
Diary dates
12 Nov 2020
Virtual, United States
Diary dates
17 Nov 2020
Loughborough University, Loughborough, United Kingdom
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
03-03 Dec 2020
Virtual,
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08-09 Dec 2020
Raffles City Convention Centre, Singapore, Singapore
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02-04 Feb 2021
Ericsson Exhibition Hall, Ricoh Arena, Coventry, United Kingdom
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23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

News

New revenue streams: Keith Burnet shares learnings from fitness operators in China

In a new webinar, Keith Burnet, CEO of global markets at Les Mills, has given insights into how health and fitness operators in China are responding to the coronavirus lockdown.

A global business, Les Mills has been working with operators around the world as the lockdown has rolled from East to West and the Les Mills top team is sharing learnings.

Burnet said some operators had managed to retain the majority of their revenues, in spite of being closed and stressed the importance of adopting a 'business as usual' attitude.

"Your physical real estate may be closed," he said, "but if your mindset is that you’re open and you have a job to do to continue to provide services, then the way you tackle the challenge will be completely different."

He said "Identifying solutions and finding a way through this will only come when you and your team are in 'moving forward' mode – moving to acceptance and making a plan.

"Those that seem to be winning have moved through the change curve quickly with a positive mindset," he commented. "They've taken people with them, and started to ask how to take advantage of the opportunities this situation presents."

Burnet gave examples of Chinese operators who had used the shutdown to upskill their teams, host online education, strengthen their teams through recruiting great people from their competitors and unlock online efficiencies.

"Connection and community are most important," said Burnet - "it’s what members are looking for and you need to manage the connections beyond the class to build an audience."

With membership payments reduced, Burnet gave some examples of operators in China that had managed to create new income streams.

These included Shape China which launched a 12-day weight management programme, charging US$52, per person.

Over 1,000 people signed up for this, said Burnet.

Operator, Lefit, has set up a live broadcasting room with a new digital membership of US$14 a year to develop micropayments. This will sit within the full membership package when the operator reopens.

Orange Theory China continued to sell memberships even though its clubs were closed, by creating a re-opening membership package to drive short-term three-week trial memberships.

People signing up for these will have phased access in terms of when they can use the membership cards they’ve bought.

To hear the whole webinar with Keith Burnet, click here

For an in-depth review of Chinese fitness operators' response to COVID-19, click here to read Jak Phillips in the latest issue of HCM.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
In a new webinar, Keith Burnet, CEO of global markets at Les Mills, has given insights into how health and fitness operators in China responded to the coronavirus lockdown.
HAF,FIT,IND,PTS
2020/THUMB345421_798030_317075.jpg

News

Mid Ulster District Council (MUDC) in Northern Ireland has won a landmark VAT case, which
The government has pledged to invest £100m in supporting public leisure centres this winter, as
Gyms in Liverpool,UK, have been given the go-ahead to reopen, following a dramatic week of
Be Military Fit (BMF) has completed a restructuring project, designed to transform the outdoor fitness
Rod Hill, former president of TRIB3 and director general of Anytime Fitness Iberia, has signed
Persistent and rising levels of lifestyle disease across the world have exacerbated the effects of
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Features
feature
Bristol University has commited to embracing body positivity, creating more inclusive physical activity environments, rejecting diet culture and raising awareness of eating disorders across its sports and fitness provision. Should the rest of the fitness sector follow suit? Kath Hudson reports
Features
feature
The owner of Nisus Fitness in County Kerry, Joe O'Connor explains how MZ-Remote helped grow memberships during the pandemic and transform Nisus into a hybrid boutique
Features
feature
Hussle is offering operators the opportunity to take part in a pilot for its new MAP service to enable them to secure new members without upfront costs. Hussle’s Jamie Owens tells us more about the insights that drove this initiative
Features
feature
Wattbike’s lead sport scientist Eddie Fletcher discusses the importance of health assessments, changes in consumer behaviour post-lockdown and the latest UK government strategy
Features
Insight
As the physical activity and sports sector unites to fight its corner in making a case for government investment, Sport England has commissioned a research study to prove the economic value of activity, giving weight to the argument. Tom Walker reports
Features
Research
A new study suggests that exercise leads to elevated galanin levels – which in turn helps the brain’s stress response, giving more resilience. Tom Walker reports
Features
Talking point
Gym operators in the UK can now open on the high street, without planning permission, thanks to changes in legislation. What impact will this have on the industry? Kath Hudson reports
Features
People
HCM people

Dr Darshan Shah

Next Health: co-founder
Our vision is that health is not the absence of disease but the abundance of vitality
People
HCM people

Keith Burnet

CEO global markets, Les Mills
I wanted to do something to inspire others and encourage them to believe that no matter what age you are, anything is possible
People
Our facility isn’t for everyone. In daring to be different, we’re attracting people willing to commit to a fresh way of approaching health and fitness
People
I think the cost of financing the Fitness World deal was more than compensated for by the £20m Fitness World brought in while the UK gyms were closed
People
Being physically active is the best way of withstanding this pandemic
People
The future of our industry is as a ‘national health service’ – we can’t dance around these conversations – if we’re serious about being closer to health agencies, that needs change and commitment
People
People in Club V trust me and I want to do the best for them and help them progress
People
Our pre-sale deal is AED99 a month and if you join up on that rate you keep it for a lifetime
People
Overall, it’s about creating something a little less efficient, a little more fun. Somewhere you can lose yourself for a couple of hours
People
Opinion
promotion
Our world has changed since March and together, we are learning and adapting to how this sector can continue to thrive in this COVID conscious world.
Opinion: Why fitness clubs and facilities need to evolve in a COVID-conscious world
Opinion
promotion
In a post-Covid world, member experience is more important than ever before. Your customers’ expectations have been heightened as the coronavirus continues to dominate our everyday lives.
Opinion: Why member experience is more important now than ever before
Featured supplier news
Featured supplier: Ritz Carlton co-founder joins Frontline Summit 2020 as keynote speaker
Frontline work has never been more important and frontline workers are the largest class of workers on the planet, as well as the most impactful group on the experience customers get.
Featured supplier news
Featured supplier: Volution explains how to drive the lifetime value of members through virtual engagement
In April 2020, two-thirds of the world’s gyms went into temporary closure due to COVID-19.
Video Gallery
Freemotion CoachBike™
FreeMotion Fitness
Give your members the immersive cycling experience that keeps your members engaged – today and tomorrow. Read more
More videos:
Company profiles
Company profile: Freemotion Fitness
Freemotion Fitness is the global pioneer in fitness equipment and technology, introducing the world to ...
Company profiles
Company profile: Physical Company Ltd
Physical Company provides specialist fitness solutions. This includes equipment, flooring, gym design, programming and training ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Direct debit solutions
Harlands Group: Direct debit solutions
Spa software
SpaBooker: Spa software
Fitness equipment
TRX Training: Fitness equipment
Software
Volution.fit: Software
Management software
fibodo Limited: Management software
Fitness Software
FunXtion International BV: Fitness Software
Wearable technology solutions
MyZone: Wearable technology solutions
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Skincare
Comfort Zone - Davines S.p.A: Skincare
Property & Tenders
11 - 25 Union St, London SE1 1SD
Bankside Open Spaces Trust
Property & Tenders
Waltham Abbey, Essex
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
03-06 Nov 2020
Online,
Diary dates
12 Nov 2020
Virtual, United States
Diary dates
17 Nov 2020
Loughborough University, Loughborough, United Kingdom
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
03-03 Dec 2020
Virtual,
Diary dates
08-09 Dec 2020
Raffles City Convention Centre, Singapore, Singapore
Diary dates
02-04 Feb 2021
Ericsson Exhibition Hall, Ricoh Arena, Coventry, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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