PRICING STRATEGY
THE LANGUAGE OF NUMBERS
Just as vinyl is being revived, mid-market gyms are coming back stronger
The mid-market is a good place to be – you just need to know how to pitch your pricing. Tim Baker of research consultancy Touchstone Partners explains
T
he squeezed middle. Everyone knows what it is. Challenged from above and particularly below, dire predictions were
made about the death of the mid-market gym, which have happily proved untrue. The sector has survived, has adapted and – although some say there’s more pain to come before the corner is finally turned – the general consensus is that, while low-cost gyms may be here to stay, this does not mean the mid-market gym is an endangered species. This process is typical of so many
markets. A new proposition is lauded as a market game changer, grows rapidly as it’s adopted, and then hits a plateau and it becomes another player. Consider TV: we’re too young to remember when this new kid on the
46 Read Health Club Management online at
healthclubmanagement.co.uk/digital
block was going to kill off radio. Or more recently e-books: it was reported recently that electronic book sales declined slightly last year. And what about digital radio, which was predicted to wipe out analogue services? (This may still happen, but it will be driven by government demand rather than simple market forces.) Or vinyl records: I’ve lost count of the times I’ve been told recently that this medium, so much warmer and realistic than CD and electronic versions, is recovering. Sales of turntables, as well as vinyl, are growing. Sure, there are also examples where
products and services have died a death: cassette tapes, fl oppy disks, VHS tapes, video hire shops to name a few. These have generally been replaced because something came along that could do
June 2015 © Cybertrek 2015
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