Wearable technology enables clubs to build loyalty beyond their four walls
I completely agree with Bryan O’Rourke (HCM Sept 13, p68) that wearable technology can create unique opportunities for health clubs and drive down healthcare costs. However, he also said such tracking devices come with risks such as increased competition. In my mind, while this is a valid point, the risks are far outweighed by the opportunities.
Operators are all keen to find ways to attract new types of members, and keep existing ones for longer. Tracking technologies have a clear role to play in achieving this. Wearables with online platforms present clear opportunities to build propositions that attract those who see the gym as unappealing, and that enhance the experience of casual members who eventually quit. The technology allows operators and PTs to build loyalty through holistic, lifestyle-based programmes that have no physical boundaries – that do not require exercise to be carried out in-club.
The industry must embrace wearable technology, viewing it as a complement to current offerings rather than worrying it could cannibalise potential members. It won’t. Holmes Place International has used Fitbug for three years and proven the hypothesis: new corporate memberships appeal to the ‘hard to reach’ who would never previously have joined, while traditional members feel cared about, however and wherever they choose to exercise. The technology also gives access to members 24/7 to maintain engagement and motivation – a marketer’s dream.
Ignore wearables at your peril. Build them into your propositions, else they may simply be seen as an alternative.
Paul Landau, Founder and CEO, Fitbug
Clubs should consider creating balance centres For the first time in history, there are now more people in the US who are over the age of 45 than there are under. Because of this, many new opportunities are available for fitness and healthcare. One such opportunity is a balance centre.
It’s a fact that few older people are screened by their physicians for balance issues until they fall. One in three people older than 65 will fall this year, and 50 per cent will fall again in the next 12 months. Once an individual has fallen, the fear associated with falling again can lead to social isolation, depression and a downward spiral in health.
There’s a clear role for health clubs to play here, as studies suggest strength and balance training programmes could reduce the number of falls by up to 40 per cent. Under-utilised space in-club could be turned into a balance centre, assessing clients and – provided their doctor is in agreement (findings should be discussed with their GP before proceeding) – offering personalised programmes led by balance training specialists.
Given the growth of the over-65 age group, there’s huge potential to turn such a balance centre into a strong profit centre for your club.
Complaints about group exercise have become a thing of the past for the Reynolds Group
thanks to its partnership with CoverMe, a digital platform that simplifies group exercise
and PT management for clubs and instructors. [more...]
In the dynamic world of indoor cycling, Schwinn has consistently been at the forefront of
innovation. Now, we proudly present the Schwinn Z Bike, the culmination of our legacy of
excellence. [more...]
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PSLT Ltd
PSLT Fitness Solutions manufacture, remanufacture and buy back commercial gym equipment. [more...]
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Wearable technology enables clubs to build loyalty beyond their four walls
I completely agree with Bryan O’Rourke (HCM Sept 13, p68) that wearable technology can create unique opportunities for health clubs and drive down healthcare costs. However, he also said such tracking devices come with risks such as increased competition. In my mind, while this is a valid point, the risks are far outweighed by the opportunities.
Operators are all keen to find ways to attract new types of members, and keep existing ones for longer. Tracking technologies have a clear role to play in achieving this. Wearables with online platforms present clear opportunities to build propositions that attract those who see the gym as unappealing, and that enhance the experience of casual members who eventually quit. The technology allows operators and PTs to build loyalty through holistic, lifestyle-based programmes that have no physical boundaries – that do not require exercise to be carried out in-club.
The industry must embrace wearable technology, viewing it as a complement to current offerings rather than worrying it could cannibalise potential members. It won’t. Holmes Place International has used Fitbug for three years and proven the hypothesis: new corporate memberships appeal to the ‘hard to reach’ who would never previously have joined, while traditional members feel cared about, however and wherever they choose to exercise. The technology also gives access to members 24/7 to maintain engagement and motivation – a marketer’s dream.
Ignore wearables at your peril. Build them into your propositions, else they may simply be seen as an alternative.
Paul Landau, Founder and CEO, Fitbug
Clubs should consider creating balance centres For the first time in history, there are now more people in the US who are over the age of 45 than there are under. Because of this, many new opportunities are available for fitness and healthcare. One such opportunity is a balance centre.
It’s a fact that few older people are screened by their physicians for balance issues until they fall. One in three people older than 65 will fall this year, and 50 per cent will fall again in the next 12 months. Once an individual has fallen, the fear associated with falling again can lead to social isolation, depression and a downward spiral in health.
There’s a clear role for health clubs to play here, as studies suggest strength and balance training programmes could reduce the number of falls by up to 40 per cent. Under-utilised space in-club could be turned into a balance centre, assessing clients and – provided their doctor is in agreement (findings should be discussed with their GP before proceeding) – offering personalised programmes led by balance training specialists.
Given the growth of the over-65 age group, there’s huge potential to turn such a balance centre into a strong profit centre for your club.
Women’s health specialist, The Well HQ, has secured 'sweat equity' backing from Priya Oberoi, founder of
venture capitalists, Goddess Gaia Ventures, who will take on a senior advisory role with the business.
Leisure Media has added another heavyweight to its line-up of CEOs for its inaugural HCM
Summit this October. Dean Kowarski will talk about the intersection of fitness and nutrition.
Speaking in the HCM Handbook 2024-2025, which will be out next month, PureGym managing
director, Rebecca Passmore, says the company is on track to deliver on its global expansion
plans.
Leisure, lifestyle, wellness and entertainment growth investor, Imbiba, has invested in boutique
gym brand, 1Rebel's holding company, One Rebel Ltd, after closing a £90 million fund.
Dr Cedric Bryant takes up the new position on 1 July, following on from Scott Goudeseune who
has been ACE CEO for more than 15 years, overseeing significant growth.
Improving physical strength and fitness, mental health and confidence are the main reasons
for joining a health club, while cost, time and motivation are the main reasons for leaving.
Planet Fitness has announced the repurchase of 314,000 shares at a rate of US$20
million. The
Class A common stocks were repurchased and retired, using cash.
Xponential Fitness today indefinitely suspended founder and CEO, Anthony Geisler, saying it
had been notified on 7 May that the company is facing a legal challenge by the United States
Attorney’s Office for the Central District of California.
Complaints about group exercise have become a thing of the past for the Reynolds Group
thanks to its partnership with CoverMe, a digital platform that simplifies group exercise
and PT management for clubs and instructors. [more...]
In the dynamic world of indoor cycling, Schwinn has consistently been at the forefront of
innovation. Now, we proudly present the Schwinn Z Bike, the culmination of our legacy of
excellence. [more...]
+ More featured suppliers
COMPANY PROFILES
PSLT Ltd PSLT Fitness Solutions manufacture, remanufacture and buy back commercial gym equipment. [more...]
