sibec
review
EUROPE
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O
ne thing is for certain: and fi tness to be the fastest growing websites with information on staff,
social media is here to non-travel product category in terms services, consumer reviews, awards,
stay. While applications like of online sales (an 18 per cent year-on- blogs, videos, deals and seasonal offers.
Twitter, Facebook, Bebo and year increase as at Christmas 2008), Evidence gathered by Wahanda shows
LinkedIn might fall by the wayside as outpacing even video games, consoles that companies which include consumer
new applications are developed, there’s and accessories (14 per cent) and reviews on their website drive at least
little doubt that widespread access to clothes and accessories (4 per cent) – 10 times more traffi c (visits to the home
the worldwide web has changed the way yet more evidence that consumers are page), exposure (number of people
we communicate forever. The question starting to understand the importance clicking through to other pages of the site
is: How will this affect our industry, and of an active, healthy lifestyle. for more information) and engagement
how do we harness the many online Meanwhile, HAFOS (Health and (number of people that comment on
opportunities to reach new markets and Fitness Omnibus Survey) – conducted the site, request further information or
better engage with existing members? annually by Leisure-net Solutions with make a purchase) than those that do not.
This was the topic of the keynote results released at SIBEC – cites that Reviews are the 21st century equivalent
speech at November’s of comment cards, and
SIBEC UK & Europe are evolving into one
event, presented by
By embracing online
of the most powerful
online experts Salim ‘word of mouth’ business
Mitha and Lopo
opportunities, the sector
drivers. Wahanda has also
Champalimaud, founders observed that businesses
of Wahanda – the global can grow penetration promoting offers and
wellness resource that
provides free listings,
beyond 12 per cent
deals enjoy higher
levels of conversion, as
reviews and bookings to consumers seamlessly
connect consumers shift from research mode
with health, beauty and fi tness businesses almost half (47 per cent) of consumers to decision and purchase.
and professionals. Here, we outline the would be encouraged to use their local The web also allows companies to
key points of the presentation and ask leisure centre if more information were extend their brand presence beyond
delegates for their thoughts. made available. Simply by improving the their own website to other directory
quantity and quality of information that’s and community sites such as google local,
online consumers publicly available about their facilities, Qype, Facebook, Twitter and Wahanda,
Over the past decade, widespread fi tness operators could, it seems, create to name just a few. Actively connecting
access has opened up the worldwide a huge opportunity for themselves to with current consumers and encouraging
web to millions of people across the drive higher levels of engagement. dialogue shows that there are real people
globe. This trend will only gain Given all of the above, would it not behind the business and provides a
momentum as the number of people be an obvious solution to make available platform to gather valuable feedback.
coming online continues to grow via online all the additional information that The benefi ts to individual organisations
more mobile devices and higher people want? Indeed, market monitoring that embrace online and social media
connection speeds, further cementing company Nielsen reported that, in June opportunities are obvious, but it’s action
the web as a powerful channel for 2009, more than 10 billion people in as an industry that will have the biggest
attracting new customers and building America alone used a search engine to impact. If we collectively start to provide
stronger relationships with existing ones. locate information on the internet. If more information online that people
With relatively low set-up and the question being asked is: ‘How can I can easily access, and embrace social
operating costs and very few access get fi t?’, you want to make sure that the media to cost-effectively engage with
restrictions, this has already transformed information delivered to their screen is consumers and potential users, together
industries such as travel, music, movies about your facility or product. we can infl uence change and penetrate
and catering – and now we’re starting to Increasingly, consumers are using the 88 per cent of the population who
see the same evolution occurring in the social media to connect with, and learn are not currently using our facilities.
fi tness, health and beauty sectors. from, others, as well as to connect with
For example, studies by global businesses and professionals. The web katie start
research house comScore show sport makes this possible through detailed healthclub@leisuremedia.com
62 Read Health Club Management online january 2010 © cybertrek 2010
healthclubmanagement.co.uk/digital
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