Consumers are open to


innovation that provides them with targeted fitness sessions


David Minton Director, The Leisure Database Company (UK)


T


he sports legacy of the 1992 Summer Olympic Games in Barcelona has left this beautiful


city in great shape. The almost religious zeal in which football in particular, but sports and fi tness generally, are held provided the perfect background to the 10th Annual IHRSA European Congress. With over 500 attendees from 26


countries, this was not only the largest congress to date but also the fi rst where fi scal cutbacks were universal. Most innovation happens when it’s necessary, and everyone agreed it was necessary now for the industry to grow. Given the paucity of real-time data


and a lack of universal defi nitions for the industry, it’s impossible to say if the industry is growing or if the middle ground is just being squeezed. Nevertheless, talk of four common ‘growth’ areas – low-cost units, women-


only, studios that offer only classes, and indoor and outdoor functional training – demonstrates that consumers are open to innovation that provides them with targeted fi tness sessions. The link between fi tness and health


has also seen some strong alliances. However, it was agreed that a pedigree or a strong partner seems a prerequisite, since there have been a number of false starts around Europe. Nick Burrows of Nuffi eld Health explained how, in the Nuffi eld Group, the largest provider of private hospitals in the UK, the largest provider of corporate fi tness facilities and the fi fth largest fi tness brand have all come together in a unique relationship – an offer of balanced health and fi tness that’s appealing and that has improved member retention and profi t. Challenges, or opportunities, may come from the home consumer


It’s impossible to say if the


industry is growing or if the middle ground is just being squeezed


january 2010 © cybertrek 2010


market via the games consoles now being promoted by the likes of Dame Helen Mirren and David Beckham. And demand-based pricing models, which work for many leisure industries where margins are narrow and a need to maintain volumes is essential, could widen the appeal of our sector. We also need to strive for greater customer understanding and engagement, which can fl ow from schemes such as loyalty cards and vouchers. Digital communication offers so


many opportunities: Facebook and Twitter let us fi nd and be found – keeping tabs on what’s important, noteworthy and shareable. And now an extra dimension has been added: the check-in, connecting the physical to the virtual on Foursquare and Gowalla. All these now inter-connect with sites like DailyMile and Splashpath, where the customer drives the engagement. In Barcelona we learn that Camp Nou


is more than just a club: it’s Catalanity, Universality, Solidarity and Democracy. Perhaps our industry should learn to be more than just a club.


Read Health Club Management online at healthclubmanagement.co.uk/digital 73


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