2013
Ahead YEAR
The
You’ve Got To Add Value To Get Value
BY SCOTT WILSON
ly competitive, and as our client base ages their expectations are changing accordingly. As we look ahead to 2013, it’s clear
T
that achieving success depends on be- ing able to efficiently and effectively engage and assist the aging population with their evolving health and fitness objectives.
Understanding the 35+ population No longer do 25 to 35-year-olds
represent the largest or most profit- able segment of our business – today, it’s the 35+ segment. Their bodies are changing, their metabolism is slowing down, they’re developing chronic pains and metabolic conditions. Even tradi- tional fitness buffs in this age category are finding it challenging to maintain their previous levels of activity. This group is also increasingly more
Dr. Scott Wilson is chairman and CEO of Physiomed. Contact him at
www.physiomed.ca.
knowledgeable about health and fit- ness. Everywhere we go today, we hear about the importance of living a healthy lifestyle. Whether it’s from gov- ernment, health-focused organizations, family doctors or grocery stores, we’re are hearing and learning more about what it takes to get and stay healthy. The result of these physiological
changes and this increased knowl- edge base is a corresponding shift in perspectives and expectations. For the 35+ demographic, fitness is now far less about vanity and more about get- ting and staying healthy. The good news is that, despite all the informa- tion available, this group is still looking
28 Fitness Business Canada January/February 2013
here’s no doubt that our in- dustry has changed dramati- cally over the past 10 to 15 years. It has become extreme-
for someone to help them with the process.
Adding services to stay competitive Increased competition from other
fitness clubs, studios, and para-medical clinics offering fitness services, com- bined with the group buying phenom- enon is resulting in a decrease in the value of the basic fitness facility. Clubs not offering services beyond basic fit- ness are engaging in a race to the bot- tom in terms of pricing and profit. Effectively appealing to the 35+
demographic requires a shift in our perceptions about the business we’re in. We’re not in the health and fitness business any more – we’re in the busi- ness of helping people get and stay healthier. While it may sound like se- mantics, it’s not – it’s about focusing on what members actually want to buy instead of what we want to sell. Clubs that see themselves as centres
for improving their members’ overall health and fitness – and who conse- quently provide a comprehensive ar- ray of professional services like group classes, personal training, nutrition, injury treatment, orthotics and other health services designed – will be far more appealing than the fitness-only club.
“Clubs not offering services beyond basic fitness are
engaging in a race to the bottom in terms of pricing and profit.”
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