CONSUMER TRENDS
zeitgeist I
Riding the
trendwatching.com’s Vicki Loomes offers six consumer trends for the fitness industry to harness in 2015
n 2015, consumers will continue to bring expectations shaped in the online world into their real-life encounters with health
and fitness club operators. That means endless choice, flexible and personalised memberships, instant on-demand access and much more. And of course, these expectations come in addition to the changes that are already occurring in other sectors. One certainty? That brands willing to adapt and innovate will be the ones that stand out. These six actionable consumer
trends, presented in no particular order, represent some key emerging expectations that should be on your
radar for 2015 – alongside the bigger macro trends such as the Quantifi ed Self, healthy living and an ageing population that we’re sure you’re already tracking…
M2P New digital social connectors (think Tinder!) have irrevocably altered the way consumers interact with each other. In 2015, they will utilise the new instant, liquid connectivity enabled by a host of apps and wearables to connect with mentors who can help them achieve their goals. This new mentor-to-protégé (M2P) economy offers instant encounters, making it easier than ever before for consumers to locate the
perfect mentor for any self- improvement quest. This trend is less about data and more about direct, often face-to-face human guidance, and the increased accountability that facilitates. Of course, the possibilities for health
and fi tness brands within this trend are almost limitless. For example, US-based app Rise connects users to a nutrition coach who provides a customised eating plan based on a shared photo diary. Similarly GOQii – a wearable fi tness device that allows users direct access to personal trainers. Data collected by the wristband is shared with a qualifi ed trainer, who analyses it to provide personalised workout plans.
The Olive bracelet prompts breathing exercises when it detects rising stress levels in the wearer
38 Read Health Club Management online at
healthclubmanagement.co.uk/digital
February 2015 ©
Cybertrek 2015
PHOTO:
WWW.SHUTTERSTOCK.COM
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