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Floors 4 Gyms / TVS Sports Surfaces
Floors 4 Gyms / TVS Sports Surfaces
Floors 4 Gyms / TVS Sports Surfaces
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UNITING THE WORLD OF FITNESS
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
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Diary dates
12 Jun 2021
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13-14 Jun 2021
Online,
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16-17 Jun 2021
ExCeL London, London, United Kingdom
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01-04 Jul 2021
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21-24 Sep 2021
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04-07 Nov 2021
Exhibition Centre , Cologne, Germany
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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

As health clubs and gyms reopen following lockdowns, it is "absolutely crucial" operators take a
IHRSA and Fitness Brasil say they have signed a partnership agreement that will see the
EuropeActive has joined the All Policies for a Healthy Europe (APHE) initiative, as part of
Lack of exercise is a major cause of death from COVID-19, according to new research,
World Leisure Organization (WLO) has opened the entry process for its International Innovation Prize. Now
Health clubs, leisure centres and studios in England have opened today (12 April) for the
fibodo Limited
fibodo Limited
L&R Kältetechnik has launched a new division, named artofcryo.com, after 30 years’ experience with -110
A major new initiative will look to strengthen and unite the fitness industry's voice in
A parliamentary report is calling for a £3bn intervention fund to build back better health
Leisure centre operator Everyone Active has formed a partnership with WW (formerly called Weight Watchers),
Adults suffering from chronic pain should be advised to take exercise, rather than be prescribed
As health clubs and fitness studios in England are counting the hours down to reopening
Empowered Brands, the franchise investment business that acquired énergie Fitness out of a CVA in
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HCM Magazine
Supplier showcase
Hussle’s new Membership Conversion Service proactively turns Hussle customers into direct club members, encouraging them to join clubs they attend regularly
HCM Magazine
Sponsored
The University of Stirling has transformed its fitness offering with world-class performance sport and fitness facilities powered by Technogym
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HCM letters
Fuel the debate about issues and opportunities across the industry. We’d love to hear from you – [email protected]
HCM Magazine
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The team manager of Mahindra Racing talks to Kate Cracknell about creating a new corporate culture in a competitive world – one that places employee wellbeing first
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Goji’s virus-killing air purification system is the future of air purification for gyms, says Greg Whyte
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Changing rooms have been largely closed during the pandemic, but as clubs open up, how will ongoing pandemic restrictions impact changing room design? We ask the experts for their observations and reflections
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HCM People

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CEO, Pure Group
Meticulous tracing and reporting of cases show, time and time again, that fitness centres and yoga studios are some of the safest places on the planet
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A new tracking tool, called Moving Communities, will assess the impact of the UK’s £100m National Leisure Recovery Fund, as well as evaluating the contribution public sector facilities make to their local communities, as HCM reports
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Featured supplier news
Featured supplier news: Red Light Rising teams up with ITRM Clinic to supply red light therapy for injured athletes
Red light therapy equipment supplier, Red Light Rising, has partnered with Aidan Robinson of ITRM Clinic in the UK
Featured supplier news
Featured supplier news: Storytelling - the future of fitness content
Heading into 2021, storytelling will be a key trend among fitness content creators and connected fitness providers, as the industry recognises its potential to unlock ultra- engaging experiences that boost retention.
Company profiles
Company profile: Technogym
Founded in 1983, Technogym is a world-leading international supplier of technology and design-driven products and ...
Company profiles
Company profile: Premier Software Solutions Ltd
Premier Software was founded in 1994 and has proven experience developing business management solutions specifically ...
Supplier Showcases
Supplier showcase - Venueserve Fitness
Catalogue Gallery
Click on a catalogue to view it online
Directory
Trade associations
International SPA Association - iSPA: Trade associations
Management software
Premier Software Solutions: Management software
Red Light Therapy
 Red Light Rising: Red Light Therapy
Fitness equipment
Precor: Fitness equipment
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Wearable technology solutions
MyZone: Wearable technology solutions
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Property & Tenders
Hillingdon
Hillingdon Borough Council
Property & Tenders
Diary dates
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
01-04 Jul 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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Floors 4 Gyms / TVS Sports Surfaces
Floors 4 Gyms / TVS Sports Surfaces