COMPANY PROFILE PROMOTION
Get buddy building
FREE 3 day VIP membership
for family and friends this New Year*
Register your friend’s details at reception to collect your VIP membership card
Campaigns such as ‘Aliens’ have generated huge coverage, both locally and nationally, for Hattrick clients
What opportunities do you see for health clubs and leisure centres over the next 12 months? With the world’s biggest
sporting event happening in Britain this year, operators have to seize the opportunity to communicate to the broader public the benefits of regular exercise – and specifically what club operators can offer to help people feel genuinely fitter and healthier. Personally, I worry that target-
driven messages about activity such as ‘3 x 30’, ‘5 x 30’ or, more recently,
‘150 minutes a week’ don’t appeal to current non-members in the right way. The messages are logical and make sense, but they are hardly inspiring and motivational. The opportunity in 2012 is that, with
the world’s best athletes coming to town, we have a chance to inspire and creatively encourage the 85 per cent of the population who are not members of health and fi tness clubs to give us a try. If we can get people to really believe that feeling fi tter, healthier, stronger and more alive is within their grasp, then we’ll have succeeded in using the Olympics as a catalyst to raise the profi le of our industry.
april 2012 © cybertrek 2012
The Olympic brand is fiercely protected. How can operators make the most of this opportunity? While there are a number of
restrictions regarding use of the word
‘Olympics’ and associated terminology and symbols, the industry still has the chance to be involved. Technogym’s
‘Our Greatest Team’ campaign is a good example, and we’ve been advising clients to register and take part. It’s great that our industry has a
campaign that’s available to operators, allowing them to display Olympic branding within sites – which in turn will help inspire members. It’s such a simple and fl exible campaign too, focusing on the legacy of improved health and fi tness for the nation by encouraging everyone to make simple and achievable pledges to improve their health and fi tness. This is exactly what our industry should be doing, harnessing the excitement and profi le of the Games to motivate and inspire people to feel better about themselves by being that little bit fi tter.
What are your plans for the next 12 months? Following a 20 per cent growth of the company in 2011, our aim
is to grow by this and more in 2012, by helping more businesses in the health and fitness sector as well as in the wider leisure industry. The last 24 months have shown that, by broadening our client portfolio to the wider leisure market (coffee shops, restaurants, football clubs, spas, hotels, kids’ play), we’ve been able to learn new skills that can translate to the fitness sector for the benefit of our clients, and vice versa.
What advice would you give any operator when deciding on their marketing budget? Have a clear understanding of
what objectives you wish to achieve. At Hattrick, we consider ourselves to be a commercially-minded marketing agency. When working with a new client, our first discussions cover questions such as the yield per member, average length of membership, cost per sale and so on. In our view, having clear objectives and measurables is fundamental to effective marketing. Strategy, marketing and design channels all follow on from there.
Email
Andy@hattrickmarketing.com or visit
www.hattrickmarketing.com to see how Hattrick can help your business.
Read Health Club Management online at
healthclubmanagement.co.uk/digital 51
F HIN
OFF BELLY
F S
*terms and conditions apply
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84