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technology series


FAST


FORWARD


How can the latest technologies be used most effectively by gym operators? Jon Nasta talks to a panel of experts for their best practice advice on incorporating the latest trends


our industry’s most forward-thinking technology adopters, Steve Groves, at many industry events over the last 24 months. Have you and your business fully embraced the exciting world of technology, with all the opportunities that brings? How far is the fitness


“H october 2012 © cybertrek 2012


ave you released your inner geek?” – that’s a question that’s been asked by one of


sector going both in its adoption and its development of technology? Each year, it seems more of us are


prepared to give our inner geeks a little more attention, as apps, social media and the latest innovations from the mighty Apple permeate our everyday lives. Technology is increasingly a must for everyone, not just teenagers, and it’s all happening with so much ease that we no longer question technology’s growing role, not only in our personal lives but also in our industry. Groves, the ‘chief geek’ at Canadian health club chain Goodlife Fitness, recently stated that there is a “rule of technology innovation suggesting that people over-estimate the impact of technology changes over a two- to three- year period, but grossly under-estimate the impact over a 10-year horizon”. The industry needs to be ready to undertake


real change, with genuine revolution in business models, to fully embrace the opportunities in the long term. But how have we fared on this so far?


Did you listen to your IT guy five years ago when he first nervously pitched the idea of using social media as a tool for customer engagement? Or did you dismiss the idea – in the same way that a marketing seminar panel at a leading fitness industry convention did just five years ago – as a way of marketing to teenagers? We need to be ever more alert as the speed of technological progress continues to accelerate. If the fitness industry’s timeline so far is an indication of future adoption patterns, it’s likely that technologies we will be adopting in 2014 are already being widely used by other industries right now. Are we ready for the new business models this will bring? We ask the experts for their thoughts.


Read Health Club Management online at healthclubmanagement.co.uk/digital 57


GOODLUZ / SHUTTERSTOCK.COM


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