sibec review


EUROPE EUROPE


FOCUS QUESTION TIME Katie Start reports on discussions from SIBEC Europe, on the challenges that lie ahead for the industry THE PANEL S


et against the beautiful backdrop of the Portuguese coastline, 170 buyers and suppliers gathered for SIBEC Europe in November to explore collaborative opportunities. This year, the event


launched with a Question Time-style forum, chaired by Mike Hill, MD of Leisure-net Solutions. A panel of influential industry figures answered questions from the floor, exploring the opportunities and threats the industry faces in these times of spending cuts and economic recession.


What do the emergence of budget gyms and the cuts imposed by the Comprehensive Spending Review mean for the future of the industry? Jeremy Jenkins, head of sales, Matrix Fitness Systems Craig McAteer: “Difficult times lie ahead, certainly for those working in public sector cultural and leisure services. Local authorities have been instructed by central government to make 25 per cent cuts and these are to be front-loaded, adding to short-term pressure. While some facility closures will be inevitable, partnership working and outsourcing will become more attractive, which will create opportunities for the private and third sectors.” Niki Keene: “The industry needs to move away from a ‘one size fits all’ approach and embrace opportunities to service niche markets. Ladies-only gyms and budget clubs will attract certain demographic groups not currently tempted to engage with more traditional offerings. As long as ‘budget’ does not compromise safety and service standards, more consumer choice can only be a good thing.” Dave Stalker: “Whatever the product, whichever populations we’re catering for, we must put the level of service at the heart of our offering. ‘Low cost’ and ‘spending cuts’ must not be allowed to equate to poor service. Customer satisfaction drives retention and referral; without these our industry will struggle to survive, never mind grow.” Sarah Watts: “The current government spending cuts can present an opportunity for the leisure industry, in that leisure is the only service run by local government that has the potential to generate revenue. This can be achieved by well-planned investments and the development of under- utilised space. For example, the conversion of a four-court


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• Dave Stalker , executive director, FIA • Sarah Watts , MD, Alliance Leisure Services • Craig McAteer , chair, sporta • Theo Hendriks , CEO, Sports and Leisure Group (The Netherlands) •Niki Keene , international healthcare and wellness director, Curves International


sports hall into a mezzanine fitness and Ten Pin bowling facility can result in a rise in annual income levels from around £70,000 to £600,000-plus.”


How can trade associations work better together to get more people physically active? Dave Wright, CEO, Creative Fitness Marketing Dave Stalker: “It’s vital that organisations stop focusing on individual gain and start joining together to achieve common goals. Through initiatives like Cameron’s Responsibility Deal, the government is finally recognising the important contribution our industry can make to the future health of the nation. However, for progress to continue, we need to work collectively. The FIA is working hard to break down barriers, liaising closely with IHRSA and EHFA, while two members of sporta sit on the FIA board. Sharing information and working together will achieve more than working in isolation.”


What can UK operators learn from their European counterparts? Hans Muench, director of Europe, IHRSA Theo Hendriks: “The UK could definitely benefit from taking more of an interest in emerging European trends and examples of best practice. SpinningTM


was introduced to Holland in 2003,


but it was several years before the UK saw its potential and really embraced it. Currently, the milon brand is growing in popularity – particularly in Germany, Belgium and Holland – and operators in the UK would be wise to investigate its potential. Obviously not all products are right for all markets, but it’s difficult to make choices if there isn’t a general awareness of the opportunities. “Even if there are no obvious opportunities to work


together, UK operators and suppliers should make more of the opportunity to talk with European delegates at events like


Read Health Club Management online at healthclubmanagement.co.uk/digital january 2011 © cybertrek 2011


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