2013
Ahead YEAR
The
Predictions for 2013 from a European Perspective
BY HANS MUENCH
in Western Europe), and that they will rise even more so in Eastern Europe (where the rate is still under 5%). Budget clubs (high volume/ low
I
cost) will continue to grow, though there is limited loyalty at this end of the spectrum. Having said this, Europe´s prob-
lem economies will have a noticeable effect on the club market. Portugal, Ireland, Greece and Spain are feeling the most pain, with several hundred club closures in the past two years. Increases in VAT (value added tax) in Spain and Portugal combined with high unemployment are also responsi- ble for these club closures. The movement away from year-
term contracts will potentially in- crease attrition rates, even at the low end of the market. This is particularly true as education and fitness levels are related, according to several studies. Online memberships will continue
Hans Muench is director of Europe for IHRSA. Born in Canada and now based in Munich, Germany, he can be reached at
hbm@ihrsa.org.
to grow. For example, new gamechang- ers like Evo Fitness (Norway) and Fitness Hut (Portugal) have 100% of their members join this way. Convenience will beat low price and
all-inclusive, as Prime Time Fitness in Germany and now even David Lloyd Leisure with its new micro model are demonstrating. Diet and nutritional counselling
will play an increasingly important role helping clients to maintain weight and energy balance. Clubs and fitness professionals are increasingly offering solutions in this area.
26 Fitness Business Canada January/February 2013
n 2013, I believe that Europe pen- etration rates (the percent of the population using fitness clubs) will rise (they are currently 8-16%
Clubs are realizing that "reaching
and touching" their clients outside of their own four walls is becoming a big- ger opportunity to gain new members and also to retain existing clients. New revenue sources are starting to emerge as clubs provide expertise and resourc- es out of the club. An example of this is
www.fisikal.
com, the next generation of business service solutions for the fitness indus- try, that creates interactive online and mobile apps which focus on support- ing consumers and service delivery providers wherever they are located. The mental side of fitness (brain fit-
ness) will come more into the fore- front. See
www.lifekinetik.com.au for an example from Australia. As Bill Clinton said at the
Technogym Village opening in Cesena, Italy, in September, 2012, it is up to those of us working in the fitness in- dustry to instill hope in our clients and to motivate them to live healthier lives. We need to help them see that today can be better than yesterday starting with their own health and attitude.
increase attrition rates, even at the low end of the market.”
away from year- term contracts will potentially
“The movement
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