EXOS founder Mark Verstegen: 'gym operators need to realise the landscape is changing'
21 Sep 2018 . BY Tom Walker
Verstegen said that a lot of gym models are still based on
Mark Verstegen, founder and CEO of human performance specialist EXOS, has said that health clubs and gyms need to become better at delivering results, if they are to attract modern consumers.
In an interview with Health Club Management Verstegen said health clubs could play a major role in "fixing" healthcare, but only if they adapt to the changing market.
“Gym operators need to realise the landscape is changing and be open and growth-minded," Verstegen said.
"For too long the industry has been fixed, as though everyone is going to keep coming.
"A lot of the models are still based on maximising membership and then hoping they don’t show up, because if they did, they couldn’t service them. That’s already a broken model.
“Operators also need to reposition how they’re viewed and focus on delivering health pro-actively through enhanced performance, by engaging members and getting outcomes for them. Not just selling memberships and managing the churn.
Verstegen added that by adjusting their service levels and personalising their offer, health club operators could ensure their relevance amidst changing consumer behaviour.
“I think consumers really could be satisfied with what’s existing today if we took a different approach when it comes to prioritising the consumer and delivering for them,” he said.
“We need to create intelligent fitness centres – what we call performance centres – to create structured offerings across the areas of mindset, nutrition, movement and recovery.
“If we don’t eat well, or hydrate well or sleep well, then the overall benefits are reduced. It has to be a very balanced approach. That’s why some gyms and health clubs have to get more than 70 per cent new members every year.
“Think about the people who don’t stay members, for whatever reason. You’ve lost trust and every time you lose trust, it’s like a small scar. You scar people enough times and they’re not coming back. That’s the discouraging part – how we, as a global industry – haven’t fulfilled our promise but instead have fulfilled fads."
Verstegen also said that consumers are becoming increasingly knowledgeable about fitness and wellness – and that this could benefit the fitness industry.
“Some consumers are getting really educated, about their health but they still need expert interventions,” he added.
“When you look at the connected devices, from watches to patches, people know their metrics, they know their resting heart rate, their exercise output."
From its inception in 1999 as Athletes’ Performance, EXOS has grown steadily and its services now include corporate wellness, sports team training and one-to-one consultations in areas such as nutrition, performance testing and physical therapy.
The company currently operates 400 facilities in 30 countries, reaching 1.2 million consumers each year.
"We summarise what we do in two words – functional art," says Gian Luca Innocenzi, CEO and
founder of MyEquilibria, which specialises in high-end outdoor exercise equipment.
Cryotherapy supplier Art of Cryo has created a new 12-person walkthrough cryotherapy chamber
at Cryo Center Coolzone Madeira, claimed to be the largest cold therapy treatment experience
in the world.
Egym has introduced Open Mode on its Smart Strength machines, enabling them to be used as a
replacement for traditional weights on the fitness floor, rather than solely as circuit-based
machines.
Myzone has announced the launch of MZ-Open, an access function that enables Myzone gym users
to experience all the benefits of Myzone’s world-renowned heart rate training biome through
their pre-owned Apple or Android smartwatch.
PerformX Live, the premier business of fitness event, has announced Dr Jonathan Leary,
founder
and CEO of Remedy Place, as the headliner for its 2024 event.
Elevate, the premier event in the physical activity, fitness, sports therapy and performance
sector, is thrilled to announce that registrations for its 2024 conference are now live –
and the response has been nothing short of exceptional.
Cardiff-based gym design and installation company, Absolute Performance, has been awarded
the contract to design, supply and install three gyms for Team GB for the 2024 games in
Paris.
As Third Space unveiled its latest club in Wimbledon at the end of 2023 as part of its growth
development into suburban, residential locations, it also revealed a new state of the art
Reformer Pilates studio at the new site in response to members seeking a low-impact, full-
body workout for all abilities.
Developed for the world of medicine, tailored to the needs of modern fitness studios. The
seca TRU seamlessly provides medical expertise for health-focused training with a clinically
validated body composition analysis meeting the health and fitness industry's evolving
demands.
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EXOS founder Mark Verstegen: 'gym operators need to realise the landscape is changing'
21 Sep 2018 . BY Tom Walker
Verstegen said that a lot of gym models are still based on
Mark Verstegen, founder and CEO of human performance specialist EXOS, has said that health clubs and gyms need to become better at delivering results, if they are to attract modern consumers.
In an interview with Health Club Management Verstegen said health clubs could play a major role in "fixing" healthcare, but only if they adapt to the changing market.
“Gym operators need to realise the landscape is changing and be open and growth-minded," Verstegen said.
"For too long the industry has been fixed, as though everyone is going to keep coming.
"A lot of the models are still based on maximising membership and then hoping they don’t show up, because if they did, they couldn’t service them. That’s already a broken model.
“Operators also need to reposition how they’re viewed and focus on delivering health pro-actively through enhanced performance, by engaging members and getting outcomes for them. Not just selling memberships and managing the churn.
Verstegen added that by adjusting their service levels and personalising their offer, health club operators could ensure their relevance amidst changing consumer behaviour.
“I think consumers really could be satisfied with what’s existing today if we took a different approach when it comes to prioritising the consumer and delivering for them,” he said.
“We need to create intelligent fitness centres – what we call performance centres – to create structured offerings across the areas of mindset, nutrition, movement and recovery.
“If we don’t eat well, or hydrate well or sleep well, then the overall benefits are reduced. It has to be a very balanced approach. That’s why some gyms and health clubs have to get more than 70 per cent new members every year.
“Think about the people who don’t stay members, for whatever reason. You’ve lost trust and every time you lose trust, it’s like a small scar. You scar people enough times and they’re not coming back. That’s the discouraging part – how we, as a global industry – haven’t fulfilled our promise but instead have fulfilled fads."
Verstegen also said that consumers are becoming increasingly knowledgeable about fitness and wellness – and that this could benefit the fitness industry.
“Some consumers are getting really educated, about their health but they still need expert interventions,” he added.
“When you look at the connected devices, from watches to patches, people know their metrics, they know their resting heart rate, their exercise output."
From its inception in 1999 as Athletes’ Performance, EXOS has grown steadily and its services now include corporate wellness, sports team training and one-to-one consultations in areas such as nutrition, performance testing and physical therapy.
The company currently operates 400 facilities in 30 countries, reaching 1.2 million consumers each year.
"We summarise what we do in two words – functional art," says Gian Luca Innocenzi, CEO and
founder of MyEquilibria, which specialises in high-end outdoor exercise equipment.
Egym has introduced Open Mode on its Smart Strength machines, enabling them to be used as a
replacement for traditional weights on the fitness floor, rather than solely as circuit-based
machines.
Myzone has announced the launch of MZ-Open, an access function that enables Myzone gym users
to experience all the benefits of Myzone’s world-renowned heart rate training biome through
their pre-owned Apple or Android smartwatch.
Cardiff-based gym design and installation company, Absolute Performance, has been awarded
the contract to design, supply and install three gyms for Team GB for the 2024 games in
Paris.
As Third Space unveiled its latest club in Wimbledon at the end of 2023 as part of its growth
development into suburban, residential locations, it also revealed a new state of the art
Reformer Pilates studio at the new site in response to members seeking a low-impact, full-
body workout for all abilities.
