2011 PREDICTIONS


Future focus


What does 2011 hold in store for the health and fitness industry? We ask the experts for their thoughts


GEORGINA JUPP, MD Club Kingswood & CK Academy


2011 will be a critical year for deciding where we – the health and fi tness industry – fi t in. We cannot be all things to all men and clearer differentiation is already beginning to emerge between operators. There will be a renewed focus on this, as well as on brand awareness, as the tough economic climate continues. Meanwhile ‘exercise as medicine’ will gather pace,


albeit still with its challenges. While being specialists in healthcare interventions may well be out of reach for a large number of operators, more appealing and diverse marketing, older and more experienced staff and a focus on user-friendly facilities is defi nitely not. With


an ageing demographic, the business sense of this is obvious. Clubs also need to become a much


more integral part of the community, moving outside their facilities and having a real and diverse educational presence. Creating relevant partnerships, driving innovation and ensuring clarity of focus will do much to help us spread our infl uence and impact. Finally, technology is changing fast and we should


embrace it. However, this requires clear strategies for social media or it can become relentless, diffi cult to evaluate and all-consuming.


NEIL BURTON, COO, Holmes Place Central & Eastern Europe


The search for inspirational management will become increasingly challenging in the UK, as hospitality opportunities in emerging markets offer increasingly attractive career opportunities for development and growth.


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