» Management
The YEAR AHEAD A
Opportunities, Threats and Trends
BY PAULA COMFORT
on integrating members into small group training, personal training and classes so they use the club and get results. They also get rid of the big in- timidation factor. • Clubs that are able to build a com-
munity. For example, the Crossfit com- munity is amazing. • Clubs that integrate multimedia.
Biggest opportunities • New fresh and unique clubs fo-
cussed on programming. For example, Orangetheory Fitness with its heart rate monitored classes that are high- intensity interval training plateau- busting workouts. Perhaps Toronto’s new Hard Candy Fitness Club that is also very program-driven with unique branded classes and is also upscale with a higher level of service. • Clubs that truly care about mem-
ber usage. They ensure accountability of new members by focussing strongly
24 Fitness Business Canada January/February 2014
For example, DJs for classes, televisions with training videos, journeys and treks for spinning, etc. • Clubs that bring back more social
opportunities for members. The mem- ber-to-member connection is key.
Threats • The digital world. Apps, like map-
myfitness (that tracks distance walked, calories burned, etc.) and fitness wear- ables, like the Nike FuelBand and FitBit, that help you work out on your own. These all offer a convenient club alternative for people who work and/or commute long hours.
Paula Comfort is a partner in her own consult- ing company 360impact Group and has ex- pertise in recruitment of top industry talent. Contact her at
paula@360impactgroup.com or 416-565-6025.
Consumer Trends for 2014 • Fashion is currently very fitness
focused. Some great brands out there help our business. For example, yoga gear has become fashionable to wear as casual clothing. Teenage girls seem to only wear black Lululemon leg- gings; they want to feel and look good in them, so they exercise! • Social media quickly spreads the
word about online communities, for example Enthrive (for nutrition). • Reality television shows and more
apps, that help get people moving and track their health levels, are sure to ap- pear in 2014.
dvice and ideas from fellow fitness professionals facing similar business issues and opportunities can be critical to business success. While every
FBC issue is a portal to this sharing, our first issue each new year makes a special effort to feature the expertise of industry veterans. On the following pages, our experts offer their insights on 2014.
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