fi tness
web and tv
.COM
T
O
OCKPHO
©IST
VIRTUAL CLUBS
EXPERIENCED HEALTH CLUB OPERATORS ARE MOVING INTO
attracting around 13 per cent of the
population. This challenge calls for a
THE RAPIDLY EXPANDING WORLD OF WEB AND TV FITNESS
broader approach if we’re to engage
CLUBS – BUT IS THE EVOLVING MARKET A FRIEND OR FOE TO a bigger share of the population, and
internet offerings are part of this. It’s a
BRICK AND MORTAR CLUBS? CAROLINE WILKINSON INVESTIGATES
new way of offering fi tness – one I refer
to as the next generation of health club.”
eaching members through launches planned. From The Times
cyberspace isn’t a new Health Club – created by the national virtual solutions
concept – most clubs have newspaper – to the soon-to-launch Ingerslev says his online platform, Wexer.
their own websites. But few fi tness TV station on Sky, entrepreneurs com (World of Exercise), is “a
use the opportunities the internet are looking at the internet and working combination of the best from the web
provides to their full potential. With out ways to engage consumers. and the best of clubs”. Although the site
more than 87 per cent of the population Rasmus Ingerslev, former CEO lacks one-to-one focus – a limitation of
yet to be tempted into a health club, can of leading Danish health club chain online and TV-based offerings – it’s
the industry afford not to embrace the fi tnessdk, can’t understand why only wrapped around a social network,
new technologies that could help a small minority of clubs are thinking similar to Facebook, which allows
increase market penetration? about the internet: “There’s a growing members to join groups, befriend
Online-only health clubs are growing need to help people get fi t and stay members, post photos and make their
in popularity, with more coming healthy and, as an industry, we’re only fitness goals public, using ‘positive peer
august 2009 © cybertrek 2009 Read Health Club Management online 39
healthclubmanagement.co.uk/digital
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