Health Club Management September 2013

142 Pages·2013·18.06 MB·English

IN THE GYM ON THE GO AT HOME
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www.healthclubmanagement.co.uk
health club
SEPTEMBER 2013 No 206
ATTENTION
POP-UPS
RETENTION The rise and rise of the
Worrying fi gures from new temporary leisure venue
industry research
ON THE COVER
JON WRIGHT
The MD of Xercise4Less on a
new partnership with Tesco
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EVERYONE’S TALKING ABOUT...
WORLD
MAINTAINING MOTIVATION
ARE CLUBS’ ACTIONS CAUSING MEMBERS TO BREAK GOOD HABITS?
Read Health Club Management online: www.healthclubmanagement.co.uk/digital Follow us on twitter @healthclubmag
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EDITOR’S LETTER
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Subscriptions We can improve retention
Denise Adams
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Editor study by Dr Paul Bedford (see 40 per cent who don’t care, you’re not only
Kate Cracknell p62). It’s time for operators to wasting your time, but you’re also failing to
[phone] act to reverse this decline. engage with those to whom it does matter.
Editorial director Keeping an engaged and loyal And just talking to members isn’t enough;
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News desk household budgets were squeezed. of why each member is leaving, then use this
Aoife Dowling There were other factors at work knowledge to re-engage them where possible.
[phone] too, with some – such as new regulation Some lapsing is out of clubs’ control, such
Product editor as people who leave due to an illness. This
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Michael Paramore New research from Australia and New operational glitches that could potentially
[phone] Zealand found that 60 per cent of members alienate others, and secondly, they could be
Publisher and ex-members believe regular interaction won back if their concerns are addressed.
Jan Williams with gym staff is important (see page 20). Gyms should take the time to connect
[phone] Assuming these findings are transferable to with resigning members at this ‘small data’
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Financial administrator
Denise Gildea I
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RHeSeatirasdWa ltItH heH gRCiOcSelu AMab’sR el MtEdhuiaLnr oPaCDgpaereltmauneb nr tM anagement online: w.healthclubmAaRnEag CeMmLeUntB.AcSo’. uAkIC/diNTgiItOal TNSA CAIUNSINGIE NMVEMGRBYE ROMSNF ToElOloO’w SB uRTsE AoAnIL KtVwK GitItOAeNr
WELCOME TO
HEALTH CLUB MANAGEMENT
Training doctors in exercise know-how p80
What’s ‘popping up’ in fitness? p59 A spotlight on supplier projects p84
CONTENTS
05 Editor’s letter 24 I HRSA update 36 Interview
To improve retention, operators An interview with futurologist Jon Wright
need to become much more surgical Magnus Lindkvist ahead of his The MD of budget fitness operator
in their analysis of why members speech at the IHRSA European Xercise4Less talks to Kate
are leaving, says Kate Cracknell Congress in Madrid next month Cracknell about the company’s
brand new partnership with UK
08 L etters 28 ukactive update supermarket chain Tesco
New study will investigate the links CEO David Stalker looks at the
between member characteristics, government’s traineeship scheme 42 Easy does it
motivations, values, club activities and introduced in January, and considers Abigail Harris visits easyGym’s new
retention, says Dr Melvyn Hillsdon how the fitness sector might benefit flagship site in London, and talks to
its CEO about future plans for the
12 N ews round-up 33 Diary dates premium low-cost model
Fitness First’s £77.5m investment, Leisure Industry Week and the
DLL rolls out DL Kids concept, and European Fitness Summit take 46 Calming influence
government announces shake-up in place this month, while next month US scientists have discovered that
apprenticeship funding IHRSA Europe heads to Madrid exercise has an impact on neurons
in the brain that make it more
20 I nternational news 34 Everyone’s talking about... resilient to stress and anxiety
Snap Fitness opens its first club in Maintaining motivation
Gurgaon, India, while Holmes Place Are operators supporting their 48 Lean & mean
opens its fifth club in Berlin members in maintaining good habits, Doug Werner outlines the powerful
are they leaving them to motivate impact that the ‘Lean’ protocol can
23 P eople news themselves – or worse still, are they have on the sales process at health
Ian Warren joins Right Directions causing them to break good habits? and fitness clubs
6 Read Health Club Management online at healthclubmanagement.co.uk/digital September 2013 © Cybertrek 2013
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Public Afairs Media Partner Strategic Media Partner SEPTEMBER 2013
VANGUARD
easyGym hits Oxford Street p42 How will wearable technology affect fitness? p68
New products for studios p78
Going ‘Lean’ to boost sales p48
READER SERVICES
59 The pop-up proposition 78 F itness-kit.net special Digital turning pages:
Kate Cracknell and Magali Robathan Studio equipment See Health Club Management online
report on the emergence of the New products from Physiosupplies, healthclubmanagement.co.uk/digital
pop-up leisure experience, and Pilates-Mad, Merrithew and Jordan
what opportunities this trend might News & jobs:
present to the fitness industry 80 Q &A Lifestyle medicine For jobs and news visit the Health
Edward Phillips, founder of the Club Management website at
62 Attention retention Institute of Lifestyle Medicine in healthclubmanagement.co.uk
Member retention rates continue Boston, US, talks to Julie Cramer
to drop across the fitness sector, about tackling chronic disease Attention buyers!
according to a new national report Use our search engine to fi nd
by Dr Paul Bedford 84 Supplier showcase suppliers and get innovation updates
Recent projects from Technogym, fi tness-kit.net
68 P ortable health MYZONE and Matrix Fitness
How could the new wave of Subscribe:
wearable technologies affect the 90 S how preview Sign up for Health Club Management
72 SfB
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SEPTEMBER 2013 LETTERS
September
2013
WRITE TO REPLY
Do you have a strong opinion or disagree with somebody else’s views on the industry?
If so, we’d love to hear from you – email:
ADVERTISEMENT PROMOTION
THE FUTURE OF FITNESS
IS TECHNOLOGY
Technology puts
members in control
of their workout
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a great mix and gives more to our
arlier this year Fitness First, one refurbishment of its South Kensington members. Our fi tness offering is
of the UK’s largest health club club, including the installation of diverse and means our members
groups, embarked on a project interactive personal trainer screens, can challenge themselves in varied
E to take fitness technology innovative cool-down air showers and ways, with really innovative and
to another level to enhance the gym a cardio wall. As part of this upgrade, unique equipment.”
experience and attract new members. Fitness First wanted to give members
Technology in gyms and health clubs the very latest, advanced CV equipment LEE MATTHEWS, UK Head
is ever more in demand, with a recent that would put them in complete of Fitness at Fitness First
study* highlighting that nearly three- control of their workout. So it turned to
quarters of exercisers use a tech-based global leaders in the fi eld, Life Fitness.
device during their workout and more At South Kensington, members can famous routes in locations all over
than half consider themselves to be now benefi t from the latest Life Fitness the world. From California to Africa,
more successful at achieving their fi tness cardiovascular treadmill which features Lifescape will match the scenery, incline,
goals because of it. More notably, a third the new Discover™ Tablet Console. resistance and terrain to its location.
of exercisers would be willing to switch This high tech equipment has Discover’s Since the refurbishment, membership
gyms to access better technology. Swipe™ technology and enables users at the South Kensington club is up 27%.
Fitness First’s ‘Workout of the to select interactive Lifescape™ courses Fitness First are planning further site
Future’ initiative saw the complete whereby they virtually run through transformations following this success.
September 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 9
* LIFE FITNESS 2012 STUDY OF 745 EXERCISERS ACROSS SEVEN COUNTRIES
DESIGNED BY US INSPIRED BY YOU
For 25 years we have been the leading authority on the design, manufacture and supply of
quality commercial functional fitness equipment in both the UK & internationally. Always
listening to client feedback, we refine existing designs and produce innovative new ones to
keep us at the forefront of the fitness industry.
Neil Jordan, Managing Director & Owner
Main UK Stockists & Exclusive Distributors for the UK & Europe