EDITOR’S LETTER
Cover image courtesy of Steve Bootle Photography
Subscriptions Denise Adams
+44 (0)1462 471930
Circulation manager Michael Emmerson +44 (0)1462 471932
Editor
Kate Cracknell +44 (0)1462 471906
Editorial director Liz Terry
+44 (0)1462 431385
Assistant editor Katie Barnes
+44 (0)1462 471925
News editor Tom Walker
+44 (0)1462 471934
News desk Aoife Dowling +44 (0)1462 471938
Product editor Kate Corney
+44 (0)1462 471927 Case study: What’s the story? STORY in New York regularly changes the store’s theme and design Of the two, Pine is the one who
naturally keeps abreast of what’s happening in the marketplace, with “a keen set of antennae to spot things of signifi cance,” as Gilmore puts it. He, on the other hand, is the more inventive, creative type, coming up with fresh ideas for business exercises and workshops and facilitating group dynamics. “I’m more playful and highly strung. He’s calmer and more academic,” Gilmore adds.
Quest for authenticity Despite Gilmore’s light-hearted protestations over the proliferation of technology (he takes note of how many people today live “three screens deep” with laptop, tablet and smartphone in hand, little noticing their immediate surroundings), the pair know only too well that the Experience Economy must contend with digital realities. Pine says: “It’s increasingly diffi cult to
get people’s attention as they spend more time online or in virtual worlds. In the future, we’ll see more and more the fusing of the real and the virtual, or we might lose customers to technology altogether.” Conversely, as the push into virtuality marches on, Pine and Gilmore also
October 2013 © Cybertrek 2013 P
ine and Gilmore say the buzz they get from their jobs is seeing their clients “get it”,
changing their mindset, and doing things differently as a result. One past participant of their thinkAbout event is former brand consultant Rachel Shechtman, who recently opened the retail space STORY on New York’s
recognise that customers still want to feel they are experiencing authenticity. In Authenticity – What Consumers Really Want, they wrote: “In an increasingly unreal world, consumers choose to buy or not to buy based on how real they perceive an offering. Business today, therefore, is all about being real, original, genuine, sincere and authentic.” According to Pine, this brings us to
the “fi nal offering” of the progression of economic value – from commodities to goods and on to services and experiences – which, he says, is something that’s really only just starting to happen. And this is when experiences start guiding life transformations. “Places like fi tness clubs are one step
ahead in that they’re already in the business of transformation. People mostly don’t go for the one-hour workout – they go for the transformation it will bring.
Designer Clara Nicoll
+44 (0)1767 769645
10th Avenue. Described as “a retail space that has the point of view of a magazine, changes like a gallery and sells things like a store” the 2,000sq ft site is like one imaginative, revolving pop-up shop. Every four to eight weeks, STORY changes all its merchandise, design, fixtures and re- invents the store around a new theme.
Web team Dean Fox
+44 (0)1462 471900 Emma Harris
+44 (0)1462 471921 Tim Nash
+44 (0)1462 471917
Michael Paramore +44 (0)1462 471926
Publisher Jan Williams
“But I like to remind leisure businesses:+44 (0)1462 471909
you used to own the Experience Economy – until everyone else started getting into your business. “Clients are going to start paying
Sales John Challinor
other companies to help them achieve their aspirations. In fi nancial services, for example, there will be less focus on the money itself and more focus on how companies can show people what to do with that money to create the transformations they seek. “Operators must fi nd ways of
enhancing their experiences if they are to continue to compete.” ●
This feature fi rst appeared in Leisure Management issue 3 2013
Read Health Club Management online at
healthclubmanagement.co.uk/digital September 2013 © Cybertrek 2 55
+44 (0)1202 742968 Astrid Ros
+44 (0)1462 471911 Julie Badrick
+44 (0)1462 471919
Financial administrator Denise Gildea
+44 (0)1462 471930
Credit controller Rebekah Scott +44 (0)1462 733477
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