I don’t think it will be the big box brands that will lead the revolution, but rather the trainers and end users


Arron Williams


Special projects, Life Fitness


T


here’s no doubt technology is going to change things in our industry, but my experience thus far has been that most operators


are rather fearful – they don’t like the questions it asks of them and their business models. Rather than see the opportunities to work out in completely new ways with


www.healthclubhandbook.com


desirable outcomes for the customer, they’re overwhelmed by the technicalities. I therefore don’t think it will be the big box brands that will lead the revolution, but rather the trainers and end users. Once people have a better


understanding of the sophistication of biosensor technology and its latent capabilities for healthcare, fi tness and lifestyle management – its ability to provide highly specifi c insights into our metabolic health and fi tness, in ways we’ve never been able to identify before – then specialist boutique clubs will probably begin to package programmes and services incorporating this technology. I also


suspect that the healthcare and insurance markets will grow off the back of this technology, and the corporate fi tness market will see signifi cant growth. But I’d argue that the club of the


future is far more likely to be low-tech and high touch, personal and communal, using existing social media technology with consumers bringing in their own fi tness wearables. That said, if clubs don’t embrace the opportunities, the club of the future will be the home gym and the great outdoors, supported by freemium web platforms like Befi t, Daily Hit, Fitness Blender and excellent free apps like the Johnson & Johnson 7-minute workout.


Health Club Handbook 2015 83


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