Greater connectivity could bring individual members closer together in future
RASMUS INGERSLEV
CEO Fresh Fitness, Denmark
remarkable changes compared to today will be: firstly, the services offered will be more flexible and not dependent on the four walls of the club; secondly, the services offered to me will be more individualised; and thirdly, training will have become more social again.
I February 2013 © Cybertrek 2013
f I try to project forward and imagine myself as a health club member in 2023, I believe the three most
All of these changes will be
technology-driven. In 2023, my club knows me better as they have done extensive data mining, which means they know my interests and goals, and have tracked my past performance and activity. I have also had a thorough preventive health check-up including DNA analysis, which means that my club knows my exact medical predispositions and which types of activity can prevent me from developing life-threatening diseases. Based on this data, I’m receiving individually-tailored suggestions about what I can do, when I can do it and who I can do it with – whether that’s PTs, other members with similar goals, or a virtual trainer via my mobile device.
I can do the classes I want, whenever
I want, with the best instructors in the world – whether that’s with a live instructor in the club, by following a class streamed over the internet with a thousand other people, or by doing a pre-recorded class. If I want to do an outdoor activity, I
can easily team up with the gym-buddies I’ve been linked with by the club’s data-mining system. And If I just want to work out at home one day, I can easily get a recommendation on what to do – or just follow a programme or a class in my living room in front of my internet- connected smart TV. The future will be more personalised, more flexible and more social.
Read Health Club Management online at
healthclubmanagement.co.uk/digital 55
© ODUA IMAGES/
SHUTTERSTOCK.COM
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