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10:24 10:24 10:24


MEMBER PAYMENTS MEMBER PAYMENTS


RETENTION


SERVICE & MAINTENANCE MEMBER PAYMENTS


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


LFconnect monitors everything from number of workouts to belt hours used the same criteria for joining as those who joined private clubs, with one adLIFE FITNESS


Public sector perspective Interestingly, those who have always been members of public sector facilities


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


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,


L fEaciElity switches operator, those using LEG tEND:


Th any changes made are usually down to Th te fi mtness industry is


usage of their equipment and generate Clubs are missing out on s reports anywhere, anytime, about a fo name; indeed, many are unable to name smorutrps the equipment has been used, ca W thoetal distance, number of workouts, t She beley rt hours, belt distance and life


he ch nge in operator. trad Titihonaley aly slow to adapt


traditio lly slow to adap


con in the first p ace because of a branded ari


ume s habits change. Going cons vumers habits change. Going


to new technologies as to new technologies as


rd transac ions, such as near field. card transactions, such as near field.


witogo, but consider this a rebranding, not m a change in operator. The challenge is on tlhat the building retains the same name t anSERVICESPORT


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


t. Going forward there is like y to e more fl exibility, allowing members to fl it frSom method to method. jAs 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


lf-service is also a growing trend, l Selh pf-service is also a growing trend, embership, bookings and purchases ine from a PC, kiosk, smartphone or abled many of the staff, who simply shift b their employment from one operator to aenroth r. To many of the members, it ust looks like a uniform change.


hones and faster credit/debit ecognise the name a d even the


multiple s tes, along with service history, th iey want, and to make use of multiple ch faonrngeels – such as direct debit and cred vit card – simultaneously.


Wshten service levels are improved as a ev reen more prevalent, making it easier in the facilities and equipment, there redeployment history, condition, usage, , location, warranty status, market lue and cost to refurbish.


vicesport opera es an online estate manageme t system which allows main csutream, self-service will become of their fitness equipment acro s


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.


ade, operators must focus on ensuring 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 offer ping boosts sales by making it easier to pay. However, if you offer credit, expe dcit problems collecting money.


70


19 19 19


The system allows operators to run summary reports, dashboards, hi ls is attributed to t e brand and not on dly to those delivering the services.


“PEOPLE WHO HAVE ALWAYS BEEN MEMBERS OF PUBLIC SECTOR FACILITIES USED THE SAME JOINING CRITERIA AS THOSE AT PRIVATE CLUBS”


eague tables and charts so the ata can be filtered into mean ngful information. Eq ipment breakdowns can be reported, and vi eos or hotographs of faults uploaded, to improve the speed and accuracy of agnosis. Progress on repairs and


November/December 2 3 © C ber


does the same. When improvements are if it’ ms the only way to pay it’s bound to


omers to see a ‘live time’ database sult of the handover, with investment for people to pay how they want, when s a benefit to the new operator in the am of goodwill. However, this is also achiaeved when the existing operator Cashless clubs are a good idea, but


of the operator who manages their facility. of smartphones and faster credit/debit


rward, we can expect to see more use forw haard, we can expect to see more use


re not attracted to the facility ty of measures such as how many n told that xyz is the new operator, eople taking care of their own


ClubWhen new business methods are s Vane, UK service ma ager at Life cas Fixtiness. “This wealth of data is used o create bespoke maintenance


DIRECTORs are missing out on y not offering a


hlessts oing be aviours are imposed, cas thless option, especially as the


ption, especially as the


spend by 25 per cent. spend by 25 per cent.


al ies bntroduced and/or restrictions on sales by not offering a


hless systems can boost memb r cashless systems can boost member


h easier. One report found tha 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 in“crease the m mbers’ awareness of other problems at the club, all of which Giving customers the chance to join wht’s not uncommon for these users to re n membership due to location, but cotne the new operator more negatively. i For example: “I didn’t ask to join xyz. In s fact, I chose here because it wasn’t xyz. Now they’ve changed ev rything a d it’s noSt as good as it used to b .”


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


muc e brand. They’re not interested in the c for cu tomers, which help prevent d would have gone out of business if T it hadn’t be n s ld 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 sertrictions on parking – are all viewed know when an engine r is coming. The main benefit is knowl dge,” says Susie Marriott, commercial they blame on the new operator. at you have, where it is, what it’s worth, whether it’s in good or bad dition and how much investment s required to bring it up to a uniform tandard allows our customers to plan he largest of estates very simply.” ervicesport is now working with


tec members r act very negatively towards t ogrammes or service interventions


hnology is now avail ble to make this tec phrnology is now available to make this


asact that the club they joined w s failing f auture is ues.”


he further rollout of the Single The further rollout of the Single


vices can be tracked live, so clubs as n gativ s. This appears to also Spain, for example, at the same time as their UK operations.


director at Servicesport. “Knowing 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 be tween eight and 10 per cent, but one high-end club achieved a 23 per cent rise. One of the main infl uences in the


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


GYMetrix to identify, across an operator’s estate, which gyms are short of kit and which have an excess. This helps operators optimise their assets by moving equipment between gyms. ●


October 2013 © Cybertrek 2013 July 2013 © Cybertrek 2013k 2


July 2013 © Cybertrek 2013 July 2013 © Cybertrek 2013


e fitBy logging on to LFconnect.com, anagers can accurately monitor


NDER AND MD ess industry is


co LFconnect technology, a cloud-based SEAN MAGUIRE ND:


ret solution that gives clubs access to free SEAN MAGUIRE


F the facilities are generally unaware that FOUNnDER AND MD


However, the public sector fares less we Flitness now integrate with its mes to branding and its impact on ention. Even when a public sector G asset management, and vital data on OUhe usage of the equipme t.


ditional consideration: “Are the people who use the facility the same as me?” Discover cardio products from Lif l than the private sector when it


OLLECTIONS: COLLECTIONS:


RECTOR


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


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


refurbish the club. What they should IVAN STEVENSON


C some of the walls and put up a new sign,” technicians can get to the bottom of any underlying is ues,” says Margaret


hours. This real-time information can be accessed remotely by Life Fitness technicians and head office. “The diagnostics, together with our dedicatIed service call systems and performance reports, ensure our DI commented one of our respondents.


DEB haIT Fve said is that they were going to paint DEBIT FINANCE


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 NANCE


August 2013 © Cybertrek 2013 August 2013 © Cybertrek 2013 August 2013 © Cybertrek 2013


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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