body only by resting
their feet on the
©
stationary foot pegs.
PHO
T
OGRAPHER:
Paramount Fitness
revealed its XL2 Strength
Training Circuit, a

THE PHO
comprehensive, yet
space-efficient, 16-piece
T
strength conditioning
O GR
system. Advanced
OUP
engineering features include a
low-profile contemporary
design with fully enclosed weight
INVISIBLE OR
stacks, intuitive exercise
REMARKABLE?
adjustments and precise
biomechanics. Other attributes REPORT BY DR PAUL BEDFORD
include illustrated exercise
instruction and height
adjustment guides, easy pad S
mall in stature, huge in intellect,
Seth Godin understands
marketing in the 21st century
adjustments for ergonomically accurate better than anyone. He is uniquely
positioning, convenient weight stack respected for his understanding of the
access and low starting resistance. internet, and his essays and opinions
are widely read and quoted both
RealRyder introduced the latest model online and off. His 10 books have been
of its unstationary bike, the ABF8. translated into 20 languages and Purple
Taking onboard learnings from the last Octane’s seated elliptical, the Cow is the best selling marketing book
12 months, since the launch of the xRide, offers an upper, lower of the last decade.
original model, the ABF8 includes minor or whole body workout Godin focused on three points in his
revisions and new components to presentation. First, that marketers no
maximise the performance and durability Star Trac unveiled its full 14-piece longer have the power to command
of the bike in a health club environment. Inspiration Strength line after previewing the attention of anyone they choose,
six pieces of the range last year. whenever they choose. Second, that in
Retention Management showcased Designed to be aesthetically pleasing and a marketplace in which consumers have
the latest addition to its automated email non-intimidating, the equipment is based more power, marketers must show
service: a new prospect email programme on extensive research into human more respect by keeping and delivering
designed to provide clubs with “a movement and muscle strength. Each on their promises. Thirdly, that the
powerful tool to leverage new member piece guides the user through the only way to stand out in a world of
marketing dollars without an additional optimal range of motion and encourages mediocrity is to be remarkable. As
cost to them”. Sent through Retention superior muscle efficiency. Several of the he states in Purple Cow, the key to
Management’s systems, these prospecting machines offer converging and diverging business success is to fi nd a way to
emails will get through SPAM filters. motions and unilateral functionality, stand out – being the purple cow in a
fi eld of monochrome Holsteins.
His message was to treat customers
with respect. Do this and things will
Star Trac showcased work for you. Fail to do this and
the full 14 pieces of its you lose them and their friends, and
Inspiration Strength range friends of friends, forever. To retain
existing customers and win new ones,
companies must go to extremes. Be
remarkable. Be worth making a remark
about. There are too many average
health clubs, Godin said, providing
average stuff for average people.
He challenged operators to identify
whether they were looking to provide
more customers for their club, or
more club for their customers. While
marketing reaches out to customers
who are unaware of what you do, he
said, existing customers are better
placed to market you to their friends
and colleagues. Take advantage of this
and delight the customer.
Read Health Club Management online 61
healthclubmanagement.co.uk/digital
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84