What do you see as the biggest opportunity for the industry in the next two years?
Colin Waggett: We must improve the industry’s repu- tation. We do such great work for our members, and help so many people achieve their goals by providing them with the right environment and support. We all need to be tireless in getting this message out there. In doing this, we will grow the paltry rates of penetration we have, and spend less time competing with one another on price.
Tharrett: I believe this answer is dependent upon which market you are in. In Russia, for example, the industry could definitely do a better job of differentiating the various club offerings in the market, so that, instead of price point, actual features and benefits become the point of differentia- tion. In the U.S., the industry needs to do a significantly better job of edu- cating the public and enhancing its image by focusing on the qualifications of its people and the value these professionals can have in the lives of prospective members. Of course, there are the typical opportunities around new club niches, such as low-cost 24/7 clubs, kids-only, women- only, etc. I believe that our industry is well behind other industries in how it uses technology to deliver a better experience for the member. To truly extend the membership experience outside the four walls of the club may be our greatest opportunity over the next two years.
Jarek Semrau: There is opportunity in new club developments, including large, modern, privately owned, and multifunctional centers, as well as international chains. The economic situation in Poland is stable and the nation is feeling more comfortable about spending cash on leisure and fitness activities. Also, the younger generation is much more familiar with the fitness market and the active lifestyle culture.
What consumer trends do you think will have the biggest impact on the club business in 2011?
Rodriguez: I think that activities that address obesity in both children and adults will see an increase in their results.
Angel: Even more focus on physical appearance for both sexes will be a serious driver. Overweight kids and teenagers are a significant problem, and we, as an industry, need to be part of the solution.
Tharrett: Obviously, technology will impact us going forward. Consumers are expecting to be able to connect and manage their experience through technology, and we must be prepared for that. Second, I believe consumers are seeking out programs and services catered to their specific interests, thus creating a demand for more niche services or clubs within a club. Consumers have greater access to information about clubs and fitness than ever before, and, as a result, we, as an industry, must do a better job of being a community fitness resource and expanding our horizons. —|
Jarek Semrau, Owner Sportwise Group Poznan, Poland
www.
ihrsa.org | JANUARY 2011 | Club Business Internat ional 71
Colin Waggett, CEO Fitness First Poole, Dorset England
Dave Wright, President, CEO Creative Fitness Marketing Nottingham, Nottinghamshire England
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