How can the market be segmented to avoid a price war where the outcomes could be a reduction in service levels? Peter Rigg, sales director, Physique Sports David Stalker: The market has already started to segment. We’re moving away from a ‘one size fits all’ approach, and this can only be a good thing. Offering more choice presents an opportunity to tempt more people into our sector. Sue Anstiss: The market will naturally segment by service offering and price, as it has in other sectors such as airlines and hotels. Some people will pay a premium price for a premium product; others will accept a less comprehensive service for a cheaper price. Growing the sector is about offering the consumer more choice. The advent of budget gyms will drive
down the entry price for memberships, but a ‘stripped down’ service is refl ected in this price. However, mid-range gyms offering a limited service may well feel pressure to reduce their price in order to compete; moving forward, brands will need to work harder to distinguish their place in a highly competitive market.
Given the economy, is there a temptation for operators to cut staffing levels where safety might be compromised? Tara Dillon, IQL David Stalker: Let’s hope not, but time will tell. I hope operators will take
january 2012 © cybertrek 2012
While many operators welcome the idea of government intervention, they also feel the onus is on them to encourage more people to exercise
a long-term view rather than looking for quick wins. The Health and Safety Executive (HSE) is currently reviewing poolside safety recommendations in consultation with operators and the IQL. Together, the industry and the HSE will produce recommended standards that will balance public safety with commercial viability. Rob Beale: Obviously, safety has to be the number one priority. It’s in nobody’s interests to compromise on this. The financial penalties imposed when rules are violated would make recovery almost impossible for many operators. I therefore believe that all operators, whether they offer a budget or a premium service, will not cut corners in the area of safety.
Our industry needs to change if we are to attract more members. Give one recommendation for making this change. Ceri Smith, director, Eze Fitness Frank Gueguen: Innovation and quality. These are the two components that will define operators. The more choice we can offer, the more users we will attract.
David Stalker: Collaborative working with community partners is the key to better market penetration. Schools, County Sports Partnerships and PCTs are just some examples of organisations with a remit to improve the health of the community. The FIA is talking to the Department of Health, but operators can also drive this on a local level. Malcolm McPhail: We need to better understand the needs of our communities. For example, GPs may be more open to the idea of exercise prescription as a solution to mental, rather than physical, health issues. Rob Beale: Operators need to become more programme-led. Group exercise and one-to-one training is the way forward. We need to explore products like CrossFit and the delivery of small group functional training sessions. Sue Anstiss: Clubs need to deliver results and help members get the most from every workout if our industry is to grow. This means moving away from the traditional over-prescription of cardiovascular exercise in gyms, and including more resistance and functional training in small groups with personal support. Ultimately, the better results consumers achieve, the more likely they are to continue exercising.
healthclub@leisuremedia.com katie start
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