Amalgamate the Top Trends


BY J.P. RICHARD


in the fitness industry. With “technol- ogy/wearables,” “small group func- tional training” and “boutiques within large clubs” continually trading rank- ing places, there has not been a true disruptor in quite a while. We can expect these trends to con-


O


tinue in 2018 with one main differ- ence: clubs will begin to amalgamate and systemize these elements to create a clear and profitable purpose. Instead of offering these top trends as separate silos within a facility, smart operators will look to leverage their popularity by bundling them and creating more value for their members. Recently, we’ve seen some clubs im-


plement these trends separately with mixed results. Today, only the very best operators in the world have fig- ured out how to monetize these com- ponents to their full potential.


1. Technology/wearables has been


a top trend for several years. With ev- er-advancing tech, the rise of personal wearable devices (and their progres- sive social platforms, including heart rate monitoring, calorie counting and/ or point systems), club operators and trainers across Canada have a wide range of options from which to choose.


2. Functional areas: We have seen


more and more turfed out “green spac- es” take the place of outdated car- dio equipment. Having these open functional spaces in clubs is certain- ly a trend that will continue in 2018. However, having them empty or not fully utilized doesn’t help anyone.


ver the past five to seven years, we have seen only subtle changes to the top-trends lists


3. Small group training (SGT)/


team training: This trend has been with us for a while now, and clubs are beginning to see the win-win-win benefits of a robust SGT department. Facility owners and trainers win by having a new and very profitable de- partment and also by being able to offer personalized training for a frac- tion of the cost of one-on-one personal training. Members win by getting clear results while working out in a social environment.


J.P. Richard 4. Boutique experiences: We have


already seen many operators allocate serious dollars to redesign their cycle and/or yoga studios with audio and visual toys to create a sensory expe- rience for their members. With cycle studios and yoga centres across the country continuing to siphon mem- bers away, it is becoming increasingly difficult for clubs to ignore this one.


In 2018, and in an increasingly com-


petitive marketplace, the clubs that combine all four of these trends will win!


J.P. Richard is CEO of TRIBE Team Training North America.


“Only the very best operators in the world have figured out how to monetize these components to their full potential.”


January/February 2018 Fitness Business Canada 29


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40