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health & technology


GAME ON!


In part two of our investigation into the ‘gamification’ of wellness, Rhianon Howells explores how fitness operators can engage with the trend, and takes a look at some innovative examples


n the June issue of Health Club Management (see HCM June 12, p46), we reported on the exponential growth of digital gaming concepts aimed at encouraging people to adopt healthier lifestyles. And with leading fitness technology companies from FitLinxx to Fitbit adding challenge and reward elements to their existing wellness applications, activity monitors and health-tracking devices, not to mention retail giants Nike and Adidas getting in on the act with concepts such as FuelBand and miCoach, the growth shows no signs of waning. If you’re unfamiliar with the mores of


I


this brave new world, however, it may be difficult to grasp how gamification can work for your business, while the prospect


Gaming concepts can help users think about fitness in a different way


of learning a whole new vernacular can be daunting – but the rewards of embracing the trend, say experts, are equal to the perils of ignoring it. “For a long time in our sector, technology has been seen by some as a risk to be managed, whereas in every other vibrant industry it’s the primary driver of growth.” So says Steve Ward, policy and development director at the FIA, which recently launched spogo, an online search engine for sports and fitness services with the wider remit of promoting technological innovation in the sector. Ward continues: “From a behaviour management perspective, all the evidence suggests that the principles of gamification – such as challenges, tracking, progression, levels and rewards


– can very positively reinforce what we’re trying to do.”


“Fitness is one of the prime industries


where gamification can play a very significant role,” agrees Sarah Catlett, vice president with international think- tank The Futures Company, which is monitoring the trend. “It’s a huge opportunity for health clubs not only to retain current members but also to reach new customers who are looking to switch clubs, or who have never used a health club before.”


Sensory experience This all sounds good in theory, but how can operators engage with the trend in a way that has a real impact on both member behaviour and the bottom line? “The important thing is for operators not to feel that playing in this space is beyond them,” says Ward. “Consumers are admittedly so used to the Apples of this world that they won’t tolerate anything other than great digital experiences. However, there are some excellent technology companies specialising in this field, and if they understand that the fitness sector is really open to collaboration, they’ll approach us with ideas.” So when shopping around for a suitable gaming concept, what should operators look out for? Part of what consumers are looking for is a fun, sensory experience that encourages them to think about fitness in a different way. “One of my favourite examples of this is Volkswagen’s musical staircase,” says Catlett. “A staircase and an escalator stand side-by-side in a subway station, but almost everyone takes the escalator. But by building a set of piano keys up the stairs, they make it fun – and the number of people choosing the stairs over the escalator increases by 66 per cent.” One of the best current examples of a digital gaming concept that successfully


50 Read Health Club Management online at healthclubmanagement.co.uk/digital october 2012 © cybertrek 2012


CHRISTOPHER EDWIN NUZZACO / SHUTTERSTOCK.COM


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