Wristbands can be used for access control, as well as to facilitate cashless payments throughout a club


Apps can be used to influence members’ behaviour outside the gym HI-TECH EXPERIENCE


to emerge in operational technology, offering gyms the ability to significantly enhance the member experience. The budget clubs have been early


I


adopters of much of this technology, as it has allowed their pared-down, low-price model to operate cost-effectively. Online joining and class booking, while far from ubiquitous in the sector, are already well established, particularly among the budget operators. But there are other options: Fresh Fitness in Denmark uses Gantner


www.healthclubhandbook.com


t’s not just the internet that operators must embrace. New innovations continue


wristbands to facilitate cashless payments throughout its clubs, for example, and runs virtual classes at off-peak times to meet all possible demand. And technology continues to evolve


rapidly, with experts talking passionately about even more hi-tech possibilities on the horizon: integrating gym membership cards into smartphones, for example, allowing for smart access control, targeted offers, voucher redemption, taking payments and so on… all via the member’s phone. Smartphones also allow for operator- branded apps that can help maintain a


relationship with the member outside of the club. These allow for GPS-based offers – deals or perhaps class details popping up on a phone when a member is in the area. And, of course, they offer operators a route to tap into the latest trend – gamification – with competitions and incentives designed to drive engagement and participation. The opportunities are there for all


operators to use new technology to enhance members’ experience at the club, forge deeper relationships with members outside of the club, and positively influence people’s fitness habits as whole.


Health Club Handbook 2013 55


© MARTIN NOVAK/SHUTTERSTOCK.COM


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