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that, at least in this area of the gym,
no music at all may be the best
option for many members.
Researchers will no doubt continue
to debate the science – whether music
has a proven physiological effect leading
to better results, or whether it simply
boosts enjoyment of, and therefore
adherence to, exercise. Either way,
getting the right music mix certainly
seems to have a role to play in member
retention. However, with Karageorghis’ AudioFuel provides
research suggesting that personal taste soundtracks for use
is a major factor, operators must try and outside of the gym
cater for the musical preferences of, if
not everyone, then as many members as
possible. So how can they do this?
even if it’s not typical of the music they bar used mainly for a quick post-
IN-CLUB MUSIC: DAYPARTS, would listen to at home. workout coffee will have different needs
DEMOGRAPHICS AND ZONES “We can provide customised ‘Vote for from a licensed bar serving food, which
“A Nielsen study commissioned by Zoom Your Music’ website portals for each provides a social hub for club members.”
in 2009 showed that 83 per cent of gym of our customers: members are asked
members noticed our in-house music which club they use and what time of IPOD PLAYLISTS: BESPOKE,
TV programming,” says Alex Peacock, day they visit, and are then asked to TARGETED PROGRAMMING
MD of Zoom Media – owner of score a series of music clips. This data “One key way to add value to your
ClubCom, the turnkey in-club is collated and presented to the club on offering is to provide services that
entertainment and customised a monthly basis to help ensure its music extend beyond the four walls of the club,”
messaging solution. “The study also selection is relevant and popular. says Clare Crean, MD of AudioFuel.
explored how people use their club, “Different areas of the club also have “Our product’s perfect for that. We
where they spend their time and how different requirements. Tempo is key in can co-create products using a club’s
long they’re in those areas, helping us the CV area – research by the Aerobics trainers – tailor-made walking or jogging
meet members’ entertainment needs and Fitness Association of America programmes, for example, to suit their
during their (on average) 79-minute visit. suggests the optimum range for burning members’ needs. These all come with
“It’s impossible to provide the calories during exercise-to-music bespoke voiceovers along the lines of:
perfect selection for everyone, but activities is 118–122 BPM. A number of ‘Hello and welcome to the [operator/club
understanding the average age and genres may be appropriate, but ensuring name] AudioFuelled training session for
typical member demographic at any all music in this area maintains a tempo beginners. Whether you’re using this to
given time of day allows us to provide of 110–130 BPM will improve members’ walk to work, walk the dog or as part of
the most relevant mix of music, tailored ability to use the ambient music to keep a lunchtime gym workout, repeating this
by day-part and on a club-by-club basis. pace during their workout. session three or more times this week
“The aim is to provide a varied, “Spa areas and treatment rooms have will help you burn calories, increase your
carefully structured mix of music that almost the opposite requirement, while fi tness levels and make you feel great’.
includes songs members are happy to café/bar areas will vary depending on the “Similarly, if the club had specifi c
listen to in a health club environment, dwell time and audience – a cappuccino events or challenges going on, we could
provide programmes for people training
towards these” – AudioFuel has recently
collaborated with the Virgin London
Marathon to create a new music-based
training resource for marathon runners.
“This is all delivered digitally via the
internet: links to these programmes
could go out as part of a weekly email
or be downloaded from a dedicated
page on our website. Alternatively,
more simply, we could create an affi liate
programme with a health club: we’d give
our product to the PTs to try, and they
could recommend it to members who’d
get a special discount code to redeem
83 per cent of people notice in- against any product in our shop.”
house music TV programming,
according to a Nielsen study kate cracknell
70 Read Health Club Management online march 2010 © cybertrek 2010
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