retention series


embraced by many independent studios and personal trainers, as well as by Champneys. Independent London club The Third Space (see p28) also ran a 12- week wellness and weight management package, called The Third Weigh, which involved Ki Fit alongside detailed nutrition consultations and exercise, including 22 PT sessions. The average weight loss was 1.2 stone (7.4kg) with a 7.8 per cent drop in body fat.


ENHANCING PERSONAL TRAINING Pocket PT acts as a virtual personal trainer, enabling members to view or download their workout programme along with further explanation and videos. Members are then required to feed updates about their workouts and their diet onto the website, which a personal trainer reviews and comments on to help them towards their goals. This does rely on members being


both honest and motivated enough to upload their personal information, but Dan Newman, fi tness director of Pocket PT, says knowing they could be checked up on means they’re more likely to form good habits. “It keeps them motivated when they’re not at the gym, because they still feel aware of their goals,” he explains. “Also, if they have any questions regarding their workout, they have a direct line of communication to a personal trainer, which can increase PT session sales.” Ian Charlton, group leisure manager


at Barcelo UK, trialled the Pocket PT last year, initially as an extra revenue stream. However, he soon became more interested in what the service could do for sales and retention. As a result, Pocket PT is now being rolled out across all 16 of Barcelo’s sites as part of the new member pack, referral and cancellation process.


PHONE APPS Phone apps, such as miCoach from Adidas and the Nike GPS app, are likely to become increasingly popular. Turning smart phones into coaches with voice


trainer Jubi Evangelista and his business partner Raman Khosla. It offers a wealth of training information within a touchscreen kiosk, which is located on the gym fl oor. By touching an anatomical 3D fi gure, members highlight the part of the body they want to work on and are given a


N


sequence of exercises according to their needs. Teaching points are displayed, as well as a video, which includes close-ups and a view from two or three different angles to give a thorough


understanding of the exercise. Evangelista says the information is based on the questions his


clients ask him, and the system – while using cutting-edge technology – has been designed to be very user-friendly. Evangelista believes Buddyfi t will


serve as a good retention tool by offering members high quality support. He anticipates that it will be especially useful for those who can’t stretch to personal training sessions, and who might therefore lose motivation. A


downloads from famous sports people, GPS for live coaching during runs, a wealth of workout programmes and feedback via websites, easy uploads to virtual communities.... all these things could be seen as a threat to our sector, potentially making the health club redundant. However, the fitness industry has an opportunity to capitalise on this new technology, using it in the same way as the other gadgets to create new types of memberships and work with clients to achieve their goals. Some apps certainly complement


the industry, including the new Fun Run Trainer from Australian company iFit Technologies. This iPhone app uses a real-time video map and precise inclination settings to effectively turn


Pocket PT keeps members aware of their goals, even outside the gym environment


44 Read Health Club Management online at healthclubmanagement.co.uk/digital


OTHER INNOVATIONS ew to the market,


Buddyfi t is the brainchild of personal


comprehensive online service is now in development to provide further support for members. Meanwhile, Technogym launched a new tool in August to help clubs gain a deeper understanding of members and their aspirations, in order to motivate them in the correct way. Club 2.0 – which was developed in collaboration with the IULM University in Milan, Italy – involves members completing a fi ve-minute online questionnaire, the results of which place members into particular categories, allowing for training programmes to be created in tune with their needs. The information also helps identify what might cause them


to lose interest in the gym. Once all members have completed


the questionnaire, the club can also use the data to build up a picture of how its members are using the gym. This can then inform strategies relating to programming, equipment choice and club layout. Club 2.0 could also allow clubs to create communities of members with the same aspirations, providing another retention tool.


the treadmill into famous tracks and locations around the world – treadmill users can, for example, run part of the Honolulu marathon course and warm down with a stroll on Venice Beach. An upside of these gadgets is the


option they offer to monitor members beyond the facility, which should improve both motivation and end results and therefore impact positively on retention. The focus on lifestyle activity also means these gadgets could be used to attract new audiences for weight loss programmes and ongoing wellbeing initiatives such as post-natal weight management and pre-wedding diets. Ultimately, if health and fi tness


operators embrace these new technologies rather than viewing them as a threat – encouraging instructors and personal trainers to use them as tools to strengthen their relationship with members both inside and outside the gym – our sector will be all the stronger for it.


healthclub@leisuremedia.com kath hudson


november/december 2010 © cybertrek 2010


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