This page contains a Flash digital edition of a book.
sibec
review
“CLIENTS ARE CAPABLE OF SHOPPING
AROUND ON THE INTERNET SO YOU
HAVE TO THINK AHEAD”
Holmes Place’s www.citisteps.com enables visitors to plot a walking route, calculating the time required and the calorie burn
CHANGING DYNAMICS
“Mid-market operators can survive if they position so you have to think ahead – if you wait until a prospect
themselves correctly and provide a good service, but they comes to you, you’re too late, because nowadays most
must be proactive in this,” says Theo Hendriks, CEO of purchasing decisions are made in advance. You have to take
Sports and Leisure Group in the Netherlands – this in customers very seriously nowadays, identifying what they
response to a suggestion that the market might continue to want, creating a relevant positioning for yourself and pre-
polarise, with premium and particularly budget clubs emptively delivering against their needs.”
succeeding at the expense of the mid-market. Hendriks also stresses the need to create a sense of
It’s less about the market you’re catering for and more community within a club, something that has been taken
about understanding consumer dynamics, according to very seriously by Russian chain Planet Fitness, which has
Hendriks: “Nowadays, we’re moving away from Unique created Planet Extreme – a club-in-club for members who
Selling Points and towards Unique Buyer Appreciation. train together in facilities across the country and then go on
Clients are capable of shopping around on the internet, extreme travelling adventures.
REACHING OUT
our staff into the schools, we can These initiatives needn’t draw on
work with them, fi tting into their precious man hours. For example,
D
avid Lloyd Leisure is, says environment and timetable, without www.citisteps.com is an internet tool
family and programming affecting our members.” that, while Holmes Place branded, can
manager Sarah Hobbs, Offering non club-based activities be used by anyone. Encouraging people
“setting a template for the future” can have benefi ts beyond balancing to walk more – to work, for example
in its outreach work with schools. the needs of different audiences, says – users type in start and fi nish points
Its pilot NG Kids site in Swindon is Neil Burton, CEO of Holmes Place and the site plots a route, calculates
providing services to around 15 local Central & Eastern Europe: “We need how far it is and tells them how many
schools including in-school PE, after- to be involved in more activity-based calories they’ll burn. It’s quick, easy,
school clubs and healthy living days. initiatives beyond the walls of our clubs accessible to all – and provides Holmes
“The schools have the funds and to build up our role as experts. It may Place with 1,000 leads a month.
we have the expertise to deliver not immediately add revenue to our
variety in the required fi ve hours’ core business, but we need to look long kate cracknell
PE a week,” says Hobbs. “By taking term and develop trust fi rst.” healthclub@leisuremedia.com
60 Read Health Club Management online january 2009 © cybertrek 2009
healthclubmanagement.co.uk/digital
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84
Produced with Yudu - www.yudu.com