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Health Club Management October 2013

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Health Club Management October 2013 www.healthclubmanagement.co.uk OCTOBER 2013 No 207 Health Club Management is IHRSA’s European Strategic Media Partner INTERVIEW EVO FITNESS Putting IT and PT at the heart of the business WHAT’S IN ON THE COVER Bård Windingstad and A NAME? Peter Byman of Evo Fitness Click here to subscribe The impact of brand on member retention to the print edition www.healthclubmanagement.co.uk/subs EVERYONE’S TALKING ABOUT... Specialist VS GOING GLOBAL Generalist How should full-service clubs CAN FITNESS BRANDS BE SCALED GLOBALLY? respond to the microgyms? Read Health Club Management online: www.healthclubmanagement.co.uk/digital Follow us on twitter @healthclubmag 2.0 It’s arrived. Call 0115 777 3333 LIWor email Stand [email protected] H432 today EDITOR’S LETTER Subscriptions Rebranding exercise Denise Adams +44 (0)1462 471930 Circulation manager our members are more While the goals studied in the report Michael Emmerson likely to stick with their were specifi c to that group of mid-life +44 (0)1462 471932 Y exercise routines and women, the principles are transferable: Editor remain in membership if they have there are many reasons to exercise, and Kate Cracknell tangible, immediate reasons for those most often quoted won’t necessarily +44 (0)1462 471906 being physically active. be the ones that translate into sustained Editorial director This is the conclusion of a year- activity. The key question is: do you spend long study into the exercise habits enough time investigating what really drives Liz Terry +44 (0)1462 431385 of 226 healthy women aged 40–60, behaviour change among your members, which found that activity levels and are you using these insights to inform Assistant editor were notably different depending your decision-making and marketing? Katie Barnes on why they claimed to be exercising. Led by Weight loss remains a key message for +44 (0)1462 471925 Michelle Segar (michellesegar.com), the study many gyms, for example, while the fi tness News editor was published in the International Journal of sector as a whole is increasingly promoting Tom Walker Behavioral Nutrition and Physical Activity. a health agenda. But although both these +44 (0)1462 471934 Even though all research subjects equally goals featured strongly in the study, Segar News desk valued their own personal goals, some believes this is because the women had been Aoife Dowling exercised far more than others. The most ‘socialised’ into it by the media: they perceived +44 (0)1462 471938 exciting fi nding was that those whose goals them to be the key benefi ts of exercise simply related to enhanced quality of daily life – because they had been repeatedly told they Product editor were. The problem was that these goals didn’t Kate Corney translate into sustained participation. +44 (0)1462 471927 Those whose goals related to Segar suggests that, if members can be Designer enhanced quality of life exercised ‘socialised’ into valuing more immediate Clara Nicoll 34 per cent more than those with goals, it could lead to a signifi cant uplift +44 (0)1767 769645 in activity. She therefore proposes that Web team weight/appearance goals exercise be ‘rebranded’ to focus on the Dean Fox goals that inspire more regular participation. +44 (0)1462 471900 For this to happen, we need more Emma Harris lower stress, better sleep, increased vitality information about what motivates a wider +44 (0)1462 471921 and so on – exercised 34 per cent more range of people – something Segar and her than those with weight/appearance goals. colleagues are looking into. The next step will Tim Nash They also exercised 25 per cent more than be changing the way we market exercise, so +44 (0)1462 471917 those with ‘current health’ goals such as we ‘socialise’ existing and potential members Michael Paramore lowering cholesterol, and 15 per cent more with different perceptions of what it delivers +44 (0)1462 471926 than those with healthy ageing goals. and encourage them to adopt goals that have Publisher “Immediate payoffs motivate behaviour been proven to drive more regular, sustained Jan Williams better than distant goals,” concludes the participation. We’ll also need to measure and +44 (0)1462 471909 report. Although some members might analyse the impact of these changes. Sales be willing to delay gratifi cation in pursuit This is a huge project, but if – as Segar’s John Challinor of a longer-term goal, for many people initial research suggests – the difference +44 (0)1202 742968 behaviour change will be brought about in activity levels can be as much as 34 per most effectively by more instant reward. cent, it’s a venture worth undertaking. Astrid Ros +44 (0)1462 471911 Julie Badrick Kate Cracknell, editor - [email protected] / twitter: @HealthClubKate +44 (0)1462 471919 To share your thoughts on this topic, visit www.healthclubmanagement.co.uk/blog Financial administrator Denise Adams +44 (0)1462 471930 www.healthclubmanagement.co.uk Credit controller Subscriptions Tel +44 (0)1462 471930 Rebekah Scott The Leisure Media Company Ltd, Portmill House, OCTOBER 2013 No 207 +44 (0)1462 733477 Portmill Lane, Hitchin, Hertfordshire SG5 1DJ UK Health Club Management is IHRSA’s European Strategic Media Partner INTERVIEW EVO FITNESS Putting IT and PT at the heart of the business WHAT’S IN ON THE COVER Bård Windingstad and A NAME? Peter Byman of Evo Fitness The impact of brand on member retention EVERYONE’S TALKING ABOUT... Specialist VS GOING GLOBAL Generalist Download the How should full-service clubs CAN FITNESS BRANDS BE SCALED GLOBALLY? respond to the microgyms? Read Health Club Management online: www.healthclubmanagement.co.uk/digital Follow us on twitter @healthclubmag latest issue October 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 3 WELCOME TO HEALTH CLUB MANAGEMENT Are patients fit enough for surgery? p56 The founders of Evo Fitness talk PT and IT p30 Harnessing the power of group exercise p48 CONTENTS 03 Editor’s letter 20 IHRSA update 30 Interview Gyms need to identify and harness Co-founder of Motionsoft, Hossein Evo Fitness the superordinate goals that really Noshirvani, considers whether Bård Windingstad and Peter Byman, drive behaviour change in members, industry messages on exercise are founders of Evo Fitness in Norway, says Kate Cracknell too broad for consumers to digest explain to Kate Cracknell how personal training and IT lie at the 06 Letters 24 ukactive update very heart of their business model Recent media reports on exercise With studies showing UK physical and lack of weight loss may have activity levels are dropping, it’s time 36 Specialist vs generalist confused many people, says Rod Hill for a national strategy, says ukactive What will be the future of the of Anytime Fitness Iberia CEO David Stalker traditional full-service club in the face of the growing microgym 08 News round-up 27 Diary dates market? Kate Cracknell reports DLL responds to cut-price sale, and IHRSA’s annual European Congress new development at Lakeside is set takes place in Madrid this month, 42 What’s in a name? to feature a health club and London’s Olympia plays host to In the first part of a new retention The Yoga Show series, Dr Paul Bedford takes a 16 International news look at the impact of brand on Hard Candy Fitness opens its first 28 Everyone’s talking about... member retention club in Rome, and women-only Global brands Vivafit opens a new site in Singapore What are the challenges faced by 48 Strength in numbers fitness brands looking to expand Group exercise participants are 19 People news globally? Is there an ideal model for loyal, attend regularly and are less Elizabeth Blair is appointed CEO of international success? We ask our price sensitive. Are clubs doing US health club chain 24 Hour Fitness panel of experts enough to harness group exercise? 4 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2013 © Cybertrek 2013 health club Health Club Management management is IHRSA’s European 3 Strategic Media Partner OCTOBER 201 Public Affairs Media Partner VANGUARD p20 Should fitness messages be more bite-sized? p24 Physical activity ‘needs a national strategy’ p64 Train like a pro at London’s City Athletic club READER SERVICES Digital turning pages: 68 The only way is up Joe Pine & Jim Gilmore See Health Club Management online 52 Professors Alfredo Brillembourg and Fifteen years after penning healthclubmanagement.co.uk/digital Hubert Klumpner of Urban-Think The Experience Economy, Pine Tank talk to Kate Cracknell about and Gilmore are still inspiring News & jobs: their revolutionary and socially businesses to create original and For jobs and news visit the Health cohesive Vertical Gym concept memorable customer experiences Club Management website at 74 Fitness-kit.net special healthclubmanagement.co.uk 56 Fit for surgery? Consoles Fitness levels, not age, should be Attention buyers! Kate Corney rounds up some of the used to determine whether older Use our search engine to fi nd latest console-based technology, people should undergo surgery, suppliers and get innovation updates designed to motivate and entertain according to a new study fi tness-kit.net members as they work out The fraud squad Subscribe: 58 78 Local touch Is everyone who’s using your club Sign up for Health Club Management In part four of our sporta series, we a fully paid-up member? Our panel at leisuresubs.com, or call: highlight some innovative projects of experts discuss the software +44 (0)1462 471915 DIRECTORY from cultural and leisure trusts in To book your space call the sales team on +44 (0)1462 431385 architects/designers clothing & merchandise Gym Starter Packs systems that can help gyms prevent • UK & Global Sourcing & Promo Products • Towels • DS Bags • Water Bottles HEALTH CLUB & FITNESS DESIGNERS • Ruc Sacs • Ear & Head Phones • Padlocks t 0844 344 5566 • In Stock Fast UK Delivery the south-east of England w massdesigners.com The Complete Uniform Management Service m • Dedicated Account Managers.
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