The Infinite digital domain
The system, recently installed in TSI’s facilities, makes
use of an interactive Web-enabled screen that, in addition
“Exercise adherence
to offering entertainment options on demand, also tracks
has always been one
members’ workouts. Ed Trainor, the chain’s vice president
of fitness services, claims that the technology allows TSI to
of the industry’s biggest
“reach out and touch” each and every one of its 350,000-
plus members personally.
challenges. Let’s put
“Exercise adherence has always been one of the indus-
try’s biggest challenges. Let’s put technology to work for us!” technology to work for us!”
he exclaims. “With NetPulse’s touch screen and Web-based
system, once a member logs on, the machine can track
ing cardiovascular equipment, he explains, and manufac-
everything they do.” The screens are compatible with exist-
turers can also use them to publish instructions or suggest
particular routines.
All workouts are registered as, or can be converted into,
calories burned—the benchmark that TSI has chosen—but
clubs can utilize any metric they prefer. When, after they
Tracking includes leave the club, members work out elsewhere, they can use
blood-pressure check
personal tracking devices—e.g., heart-rate monitors,
watches, GPS units, or smartphones—to convert the ses-
sion into calories, which can then be downloaded to
the NetPulse system and tallied. Finally, the calories are
converted into rewards.
“This is the Holy Grail for the fitness industry,” Trainor
enthuses. “It makes the club the headquarters for fitness.”
‘It takes a community’
A sure way to keep members coming back to headquarters
is to cultivate a strong sense of community, and one of the
newest ways to do that, technologically, is to make use of
social networking. Such systems can keep members in
touch, not only with their club, but also with one another.
Life Time Fitness, Inc. (NYSE: LTM), the Chanhassen,
Minnesota-based chain with 84 upscale facilities in 19
states, is driving interaction with a new platform of its
own design, MyLT.com, which involves a social network,
Website, and virtual club dedicated to its members.
“MyLT.com allows all of those interested in a specific
area to connect with one another. For example, if some-
one enjoys yoga, then they can join the yoga group; they
can chat, e-mail, and socialize with other enthusiasts,
and receive information about yoga programming,
events, and special offers. We utilize the same approach
with more than a dozen other interest groups,” notes
Kent Wipf, the chain’s public-relations manager. “Mem-
bers can also use the system to check their usage report,
make changes to their membership, and sign up for pro-
grams, classes, and events.”
The resulting community can do wonders for club
utilization and member retention.
“Today, we can reach more people, in more ways, by
utilizing technology and the Internet than we ever could
before,” concludes Harris, of The Houstonian. —|
– Jean Suffin, jrsuffin@yahoo.com
42
Club Business International | FEBrUArY 2010 | www.ihrsa.org
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