UKPSE70x297hcm.pdf 1 24/06/2013 10:24 UKPSE70x297hcm.pdf 1 24/06/2013 10:24 UKPSE70x297hcm.pdf 1 24/06/2013 10:24
UKPSE70x297hcm.pdf 1 24/06/2013 UKPSE70x297hcm.pdf 1 24/06/2013 UKPSE70x297hcm.pdf 1 24/06/2013
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MEMBER PAYMENTS MEMBER PAYMENTS MEMBER PAYMENTS
RETENTION
message to prospects is what sets them apart. They are usually more niche, or at least with a bias in their offering – for example, even if they offer both gym and studio, their focus will be more heavily on one than the other – and that’s reflected in the branding, as well as the service and products delivered. “I joined here because there’s a strong class programme,” said one respondent.
“The quality of the teaching is superb. You get a sense that everyone’s here for the same thing, so it feels more like a club than the places I’ve gone to before.” It appears that, to get what they want,
these members are also more willing to travel further and spend more money.
Image courtesy of Portrait Pools Image courtesy of Portrait Pools Image courtesy of Portrait Pools
Image courtesy of Portrait Pools Image courtesy of Portrait Pools Image courtesy of Portrait Pools
Pool Pool
Pool
Image courtesy of Allseas Spas Image courtesy of Allseas Spas Image courtesy of Allseas Spas
Image courtesy of Allseas Spas Image courtesy of Allseas Spas Image courtesy of Allseas Spas
Spa Spa
Spa
Image courtesy of Dundalk LeisureCraft Image courtesy of Dundalk LeisureCraft Image courtesy of Dundalk LeisureCraft
Image courtesy of Dundalk LeisureCraft Image courtesy of Dundalk LeisureCraft Image courtesy of Dundalk LeisureCraft
Pool Pool
Pool
Spa Spa
Spa
Sauna Sauna
Sauna
Image courtesy of Portrait Pools Image courtesy of Portrait Pools Image courtesy of Portrait Pools
Image courtesy of Portrait Pools Image courtesy of Portrait Pools Image courtesy of Portrait Pools
Sauna Sauna
Sauna
Wellness Wellness
Wellness Wellness
Wellness Wellness
Members will increasingly use their phones to make purchases in the club Members will increasingly use their phones to make purchases in the club Members will increasingly use their phones to make purchases in the club
Public sector perspective Interestingly, those who have always been members of public sector facilities used the same criteria for joining as those who joined private clubs, with one additional consideration: “Are the people who use the facility the same as me?” However, the public sector fares less
SEAN MAGUIRE LEGEND: FOUNDER AND MD The fitness industry is traditionally slow to adapt to new technologies as consumers habits change. Going forward, we can expect to see more use of smartphones and faster credit/debit card transactions, such as near field. Self-service is also a growing trend,
LEGEND: LEGEND:
SEAN MAGUIRE SEAN MAGUIRE
The fitness industry is The fitness industry is
FOUNDER AND MD FOUNDER AND MD
traditionally slow to adapt traditionally slow to adapt
umers habits change. Going consumers habits change. Going
to new technologies as to nsew technologies as
rd transactions, such as near field. ca trd transactions, such as near field.
smartphones and faster credit/debit of smartphones and faster credit/debit
rward, we can expect to see more use forward, we can expect to see more use
with people taking care of their own membership, bookings and purchases online from a PC, kiosk, smartphone or tablet. Going forward there is likely to be more fl exibility, allowing members to fl it from method to method. As new technologies enter the
with people taking care of their own membership, bookings and purchases online from a PC, kiosk, smartphone or tablet. Going forward there is likely to be more fl exibility, allowing members to fl it from method to method. As new technologies enter the
mainstream, self-service will become even more prevalent, making it easier for people to pay how they want, when they want, and to make use of multiple channels – such as direct debit and credit card – simultaneously. Cashless clubs are a good idea, but
mainstream, self-service will become even more prevalent, making it easier for people to pay how they want, when they want, and to make use of multiple channels – such as direct debit and credit card – simultaneously. Cashless clubs are a good idea, but
well than the private sector when it comes to branding and its impact on retention. Even when a public sector facility switches operator, those using the facilities are generally unaware that any changes made are usually down to the change in operator. They are not attracted to the facility con in the first p ace because of a branded fo name; indeed, many are unable to name of the operator who manages their facility. ca When told that xyz is the new operator, Sheey recognise the name a d even the witogo, but consider this a rebranding, not
eople taking care of their own embership, bookings and purchases ine from a PC, kiosk, smartphone or ta and many of the staff, who simp y shift b their employment from one operator fl it from method to method. jAs new technologies enter the
lf-service is also a growing trend, l Selh pf-service is also a growing trend, m a change in operator. The challenge is on tlhat the building retains the same name blet. Going forward there is likely to e more fl exibility, allowing members to to anoth r. To many of the members, it ust looks like a uniform change.
mainstream, self-service will become even more prevalent, making it easier for people to pay how they want, when they want, and to make use of multiple channels – such as direct debit and credit card – simultaneously. Cashless clubs are a good idea, but if it’ ms the only way to pay it’s bound to ha tve a negat ve impact on sales potential, as not everyone would be prepared to pay money to the club before making a purchase. Cashless as an additional offering boosts sales by making it easier to pay. However, if you offer credit, expect problems collecting money.
if it’s the only way to pay it’s bound to have a negative impact on sales potential, as not everyone would be prepared to pay money to the club before making a purchase. Cashless as an additional offering boosts sales by making it easier to pay. However, if you offer credit, expect problems collecting money.
if it’s the only way to pay it’s bound to have a negative impact on sales potential, as not everyone would be prepared to pay money to the club before making a purchase. Cashless as an additional offering boosts sales by making it easier to pay. However, if you offer credit, expect problems collecting money.
19 19 19
When service levels are improved as a result of the handover, with investment in the facilities and equipment, there is a benefit to the new operator in the form of goodwill. However, this is also achieved when the existing operator does the same. When improvements are ade, operators must focus on ensuring his is attributed to the brand and not only to those delivering the services.
IVAN STEVENSON DEBIT FINANCE COLLECTIONS: DIRECTOR Clubs are missing out on sales by not offering a cashless option, especially as the technology is now available to make this much easier. One report found that cashless systems can boost member spend by 25 per cent. The further rollout of the Single
Clubs are missing out on Clubs are missing out on
cashless option, especially as the cashless option, especially as the
sales by not offering a sales by not offering a
spend by 25 per cent. spend by 25 per cent.
IVAN STEVENSON DEBIT FINANCE COLLECTIONS: DIRECTOR
hless systems can boost member cas ahless systems can boost member
h easier. One report found that much easier. One report found that
ropean Payment Authority (SEPA – see HC to the operator at the expense of the wh member – fewer classe , an increase wil in fees, change to the café menu, time acr ross borders: operators will be able to collect memberships for a club in Spain, for example, at the same time as their UK operations.
he further roll ut of the Single The further rollout of the Single
European Payment Authority (SEPA – see HCM July 12, p59) will help chains which are expanding overseas, as it will offer one solution for direct debits across borders: operators will be able to collect memberships for a club in Spain, for example, at the same time as their UK operations. Giving customers the chance to join
European Payment Authority (SEPA – see HCM July 12, p59) will help chains which are expanding overseas, as it will offer one solution for direct debits across borders: operators will be able to collect memberships for a club in Spain, for example, at the same time as their UK operations. Giving customers the chance to join
Changing hands This should also be considered in the private sector when operators merge businesses – over the past 10 years, we’ve seen a number of mergers and acquisition of health club chains and the selling off of individual sites by chains. As previously stated, members use
location and cost as primary decision- making factors when choosing a club. However, if the club delivers against the member’s expectation, loyalty to the brand will be built up. When that club is sold to another operator, much of the loyalty that has been generated by the outgoing operator is suspended until the new operator is able to demonstrate that what they deliver is as good as, or better than, what went before. The problem is that expectations
are generally raised by the incoming operator far beyond what will actually be delivered, which creates a level of dissatisfaction among the members. For example, promising a steamroom and not delivering on that makes the member feel as if the steamroom has been taken away, even if they never had it to start with. “They said they were going to IVAN STEVENSON DEBIT FINANCE COLLECTIONS: DIRECTOR
tec members react very negatively towards tec thnology is now available to make this
refurbish the club. What they should have said is that they were going to paint some of the walls and put up a new sign,” commented one of our respondents. When new business methods are introduced and/or restrictions on xisting behaviours are imposed, hnology is now available to make this muc e brand. They’re not interested in the cas fact that the club they joined w s failing d would have gone out of business if T it hadn’t be n sold to another operator. Eu Any changes perceived to be of benefit M July 12, p59) will help chains ich are expanding overseas, as it l off r one solution for direct debits e trictions on parking – are all viewed as n gativ s. This appears to also increase the m mbers’ awareness of other problems at the club, all of which Giving customers the chance to join t’s not uncommon for these users to re n membership due to location, but te the new operator more negatively. For example: “I didn’t ask to join xyz. In fact, I chose here because it wasn’t xyz. Now they’ve changed ev rything a d it’s not as good as it used to b .”
they blame on the new operator. onlinIe is showing great results in club profi taibility. It takes the admin burden aw raay from clubs, and puts the consumer in charge. The clubs we work with can see an increase in year-on-year sales of between eight and 10 per cent, but one high-end club achieved a 23 per cent rise. One of the main infl uences in the
“PEOPLE WHO HAVE ALWAYS BEEN MEMBERS OF PUBLIC SECTOR FACILITIES USED THE SAME JOINING CRITERIA AS THOSE AT PRIVATE CLUBS”
near future will be further leveraging of mobile phone technology, allowing people to join online, as well as paying in clubs using their phones. ●
near future will be further leveraging of mobile phone technology, allowing people to join online, as well as paying in clubs using their phones. ●
near future will be further leveraging of mobile phone technology, allowing people to join online, as well as paying in clubs using their phones. ●
online is showing great results in club profi tability. It takes the admin burden away from clubs, and puts the consumer in charge. The clubs we work with can see an increase in year-on-year sales of between eight and 10 per cent, but one high-end club achieved a 23 per cent rise. One of the main infl uences in the
online is showing great results in club profi tability. It takes the admin burden away from clubs, and puts the consumer in charge. The clubs we work with can see an increase in year-on-year sales of between eight and 10 per cent, but one high-end club achieved a 23 per cent rise. One of the main infl uences in the
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the status of a health condition, disorder or marker for heightened risk of disease
change the way the medical community tackles this complex issue that affects approximately one in three Americans,” says AMA board member Dr Patrice Harris. The AMA’s decision lifts obesity above
the status of a health condition, disorder or marker for heightened risk of disease
change the way the medical community tackles this complex issue that affects approximately one in three Americans,” says AMA board member Dr Patrice Harris. The AMA’s decision lifts obesity above
the status of a health condition, disorder or marker for heightened risk of disease
change the way the medical community tackles this complex issue that affects approximately one in three Americans,” says AMA board member Dr Patrice Harris. The AMA’s decision lifts obesity above
The American Medical Association (AMA) – the leading physicians’ organisation in the US – has voted to declare obesity a disease, in a move that effectively categorises 78 million American adults and 12 million children as having a medical condition requiring treatment. “Recognising obesity as a disease will help
The American Medical Association (AMA) – the leading physicians’ organisation in the US – has voted to declare obesity a disease, in a move that effectively categorises 78 million American adults and 12 million children as having a medical condition requiring treatment. “Recognising obesity as a disease will help
The American Medical Association (AMA) – the leading physicians’ organisation in the US – has voted to declare obesity a disease, in a move that effectively categorises 78 million American adults and 12 million children as having a medical condition requiring treatment. “Recognising obesity as a disease will help
whether its action might help affected patients get improved access to useful treatment, or simply further stigmatise a condition that has numerous causes but few easy fixes.
whether its action might help affected patients get improved access to useful treatment, or simply further stigmatise a condition that has numerous causes but few easy fixes.
whether its action might help affected patients get improved access to useful treatment, or simply further stigmatise a condition that has numerous causes but few easy fixes.
to address [obesity], even if we don’t have a cure for it,” says Dr Rexford Ahima of the University of Pennsylvania’s Institute for Diabetes, Obesity and Metabolism. Prior to the vote, the AMA sought advice on
to address [obesity], even if we don’t have a cure for it,” says Dr Rexford Ahima of the University of Pennsylvania’s Institute for Diabetes, Obesity and Metabolism. Prior to the vote, the AMA sought advice on
to address [obesity], even if we don’t have a cure for it,” says Dr Rexford Ahima of the University of Pennsylvania’s Institute for Diabetes, Obesity and Metabolism. Prior to the vote, the AMA sought advice on
– as high cholesterol is for heart disease, for example – and essentially makes diagnosis and treatment of obesity a physician’s professional obligation. “This will force primary care physicians
– as high cholesterol is for heart disease, for example – and essentially makes diagnosis and treatment of obesity a physician’s professional obligation. “This will force primary care physicians
Obesity is a disease, declares AMA Obesity is a disease, declares AMA
Obesity is a disease, declares AMA
owned by Vale, is bigger and more luxurious than the original retreat in Turkey. “There’s a beautiful relaxation room with suspended cocoons, a hot pool, five treatment rooms and an outdoor loft sauna overlooking the lake,” says Vale. “There’s also a yoga dome, a
owned by Vale, is bigger and more luxurious than the original retreat in Turkey. “There’s a beautiful relaxation room with suspended cocoons, a hot pool, five treatment rooms and an outdoor loft sauna overlooking the lake,” says Vale. “There’s also a yoga dome, a
owned by Vale, is bigger and more luxurious than the original retreat in Turkey. “There’s a beautiful relaxation room with suspended cocoons, a hot pool, five treatment rooms and an outdoor loft sauna overlooking the lake,” says Vale. “There’s also a yoga dome, a
2013, offering week-long residential juicing and exercise programmes. The new retreat is open year-round, so the offering includes a gym and spa – the Eden Spa – to ensure guests have fitness and relaxation options whatever the weather. This second location, which is wholly
2013, offering week-long residential juicing and exercise programmes. The new retreat is open year-round, so the offering includes a gym and spa – the Eden Spa – to ensure guests have fitness and relaxation options whatever the weather. This second location, which is wholly
2013, offering week-long residential juicing and exercise programmes. The new retreat is open year-round, so the offering includes a gym and spa – the Eden Spa – to ensure guests have fitness and relaxation options whatever the weather. This second location, which is wholly
Juice Master, the juicing company owned and run by director Jason Vale, has launched its second retreat. Juicy Oasis launched in Portugal in June
Juice Master, the juicing company owned and run by director Jason Vale, has launched its second retreat. Juicy Oasis launched in Portugal in June
Juice Master, the juicing company owned and run by director Jason Vale, has launched its second retreat. Juicy Oasis launched in Portugal in June
philosophy and business, please turn to p38. philosophy and business, please turn to p38. philosophy and business, please turn to p38.
“I’d like two in the States – one on the east coast and one on the west. I’d also like one in Australia and one in England, in Cornwall.” For a full report on the Juice Master
“I’d like two in the States – one on the east coast and one on the west. I’d also like one in Australia and one in England, in Cornwall.” For a full report on the Juice Master
“I’d like two in the States – one on the east coast and one on the west. I’d also like one in Australia and one in England, in Cornwall.” For a full report on the Juice Master
running for around 10 years, and has now settled at a location in the mountains outside Dalaman. It offers a mountain water pool, a covered space for exercise classes during the heat of the day, a platform for morning and evening sessions, and beautiful surroundings for daily hill walks. Vale now has plans for more Juicy Oases:
running for around 10 years, and has now settled at a location in the mountains outside Dalaman. It offers a mountain water pool, a covered space for exercise classes during the heat of the day, a platform for morning and evening sessions, and beautiful surroundings for daily hill walks. Vale now has plans for more Juicy Oases:
running for around 10 years, and has now settled at a location in the mountains outside Dalaman. It offers a mountain water pool, a covered space for exercise classes during the heat of the day, a platform for morning and evening sessions, and beautiful surroundings for daily hill walks. Vale now has plans for more Juicy Oases:
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huge exercise platform overlooking the lake, and a small gym with equipment from Life Fitness and TRX.” The original Turkish retreat has been
huge exercise platform overlooking the lake, and a small gym with equipment from Life Fitness and TRX.” The original Turkish retreat has been
The new juice retreat in Portugal includes a gym and the Eden Spa for guests to enjoy year-round The new juice retreat in Portugal includes a gym and the Eden Spa for guests to enjoy year-round The new juice retreat in Portugal includes a gym and the Eden Spa for guests to enjoy year-round
huge exercise platform overlooking the lake, and a small gym with equipment from Life Fitness and TRX.” The original Turkish retreat has been
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– as high cholesterol is for heart disease, for example – and essentially makes diagnosis and treatment of obesity a physician’s professional obligation. “This will force primary care physicians
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Juicy Oasis opens in Portugal Juicy Oasis opens in Portugal
Juicy Oasis opens in Portugal
Edited by Kate Cracknell. Email:
katecracknell@leisuremedia.com Edited by Kate Cracknell. Email:
katecracknell@leisuremedia.com Edited by Kate Cracknell. Email:
katecracknell@leisuremedia.com
www.healthclubmanagement.co.uk www.healthclubmanagement.co.uk www.healthclubmanagement.co.uk
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