FBC
UPFRONT» TECHNOLOGY 1. Do you have a strategic digital
marketing plan in place? Does it in- clude video, tours and experiential el- ements of your brand, products and services? 2. Can members check in, plus track
their fitness usage and results on their smartphones? 3. Does your software allow for auto
communication with your members and potential members? 4. Can members easily access their
membership information, receipts and usage stats, as well as change forms and make bookings—all online? 5. Is your equipment interactive?
Can members track and save their workouts, store their program spe- cifics, and measure their output and results? 6. Do your members have online
social networking opportunities to make connections and find workout partners? 7. Do your members receive motiva-
tional auto emails? 8. Does your brand allow virtual
coaching for training and nutrition? 9. Is your fitness assessment gather-
Is Your Brand Tech Savvy?
Have a tech strategy in place or you’ll be quickly left behind BY PAULA COMFORT
C
onnected devices, particular- ly for fitness, were one of the biggest themes at this year’s Mobile World Conference.
Many industries are investing in
truly understanding their customers as individuals. Are you? For example, Under Armour un-
veiled a four-piece equipment set called HealthBox that includes a weigh scale, fitness band, heart rate tracker
14 Fitness Business Canada May/June 2016
and smartphone app. The system also recommends workouts based on the user’s diet. Despite being known as an athletic brand, Under Armour is diving into health and wellness with this digi- tal health product. Consumers are attracted to the
most-intelligent brands today—so make sure you’re one of them.
Here are some thought-provoking
questions to help you assess where you are and where you could go:
ing the information required to cus- tomize your members’ programs for accelerated results? 10. Are your team members engaged
in e-learning or virtual training? 11. Do you have a human resourc-
es tool kit that tracks your employees’ performances and results? 12. Does your club have a custom-
ized mobile app? Work with your software and equip-
ment providers to customize the club experience for your members. Increasing your brand equity by be- ing tech savvy will always create more sales and better retention.
Paula Comfort has 20+ years of experience in the fitness in- dustry. Most recently she was managing director of Fitness for Spa Chakra Inc., a luxury spa and health club company where she started the division. Previous roles include area
vice-president of The Sports Clubs of Canada/ Bally Total Fitness. She is currently a partner in her own consulting company, 360 Impact Group. Contact her at paula@360impactgroup. com or 416-565-6025.
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