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interview


a daily basis, you get an email reminder telling you what you’re doing that day.” MyEveryoneActive currently relies on


people verifying their own completed activity but, says King: “We’d also like to launch a telematics product that customers could purchase – we’re aiming for a price point of around £40 – which they’d wear and which would register their activity, transmitting this wirelessly to their activity planner.” He continues: “The reporting vehicle


behind MyEveryoneActive will allow us to track what people are doing within and outside of our centres, helping us to join up the whole process. And critically for us, we’ll be able to report that data to our local authority partners, giving them a much better idea of how active people are in their communities. “We believe the Olympics Legacy could be a digital one, tracking


SLM has about 50,000 kids aged eight to 14 in swimming lessons, and now aims to encourage more to try out dry-side activities too


people’s participation in activity, with MyEveryoneActive being part of that.”


rebranding It’s been this focus on driving the active participation agenda that has led SLM to the brink of a rebrand. Driven by the desire for a name that reflects its mission, it is dropping the SLM label altogether and adopting its now well-established – but currently only consumer-facing – Everyone Active brand across the board. The aim is for this process to be completed by early 2012. “We spoke about doing this as far back as 2008,” says King, “but the


Everyone Active brand had only just been launched. The previous brand – Banana Fitness – polarised opinion, and Everyone Active was very much in line with the then fairly new ‘5 x 30’ message. However, we didn’t want to come across as the new boys on the block to our local authority clients and prospective clients. Now Everyone Active is a strong brand in its own right.” Other current projects of note


include a new venture into weight management: “Everyone Active is an activity expert. Like it or not, we’re not weight management experts: we’ve tried and failed many times to get a weight management product up and running. “It’s bizarre that we fi nd it so diffi cult,


because 80 per cent of those who join our gyms state weight loss as their primary or secondary goal – yet we don’t have a great weight management solution. We’re currently talking to one of the big supermarket chains about a national partnership whereby they’d provide the nutritional expertise and we’d provide the fi tness expertise, with both face-to-face sessions in our centres and a digital solution delivered via MyEveryoneActive.” There’s also a strong focus on NGB


collaboration and partnership. “We’re having some interesting conversations with Triathlon England and eight or nine other national governing bodies where there are obvious links to the facilities you fi nd in a leisure centre – gymnastics, trampolining, basketball and so on. There’s an opportunity to have a more structured approach to the way we deliver some of these activities.


MyEveryoneActive, a new digital product, allows for the tracking of members’ activities both within and outside of centres


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


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