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Grow Your Business by Embracing Technology


“While home gym products, such as home equipment, DVDs, etc., have been around forever, the latest


technologies have taken exercise to a new level.”


engaging with the first two catego- ries, it is the third category that really changes the game. While home gym products, such


as home equipment, DVDs, etc., have been around forever, the latest tech- nologies have taken exercise to a new level. • A great example of this is the


BY YOSI KNECHT L


ike so many areas of society, the fitness industry is going through big changes driven by technol-


ogy. These technologies create both an opportunity and a threat to fitness clubs, adding even more complexity to an industry that has matured rap- idly over the last few years. As a result, club owners must reframe their views of their world. They must no longer see themselves as a standalone solution but rather as part of a technology-driv- en fitness ecosystem. These technologies can be catego-


rized in three ways: 1. technologies chosen by individu-


als to motivate themselves or to en- hance their workout experiences 2. technologies chosen by clubs to


motivate their members or to enhance their club workout experiences 3. technologies that allow individ-


uals to exercise without going to a club While most clubs are actively


Peloton bike, which allows users to participate in group cycling classes from their own homes. Users can join live classes or pre-recorded classes. They save time by not having to travel to the gym and by participating ac- cording to their own schedules. And they aren’t limited to just the classes and instructors of their local gym.


• There are also countless apps that


offer engaging workout programs that can be performed at home with mini- mal (if any) equipment. One popular example is TRX, which offers excellent programming via its app.


These two examples illustrate how


fitness is no longer anchored to brick and mortar clubs. The current model for many gyms


is based on people joining and then attending regularly (I’m not talk- ing about a $10 per month clubs). But the physical contact that this model is based on is fading fast for certain cohorts. To reframe their place in the world,


clubs have to ask themselves questions that almost ignore that they have a physical space:


• First ask, “What business are you


in?” This is a classic question to ask when determining future strategy. Remember that your gym is a means to an end, and while many people will be happy to pay a membership fee for access to your equipment, what you actually do is help people get fit. Given this, how can you leverage technolo- gies that keep people out of your club? Can a club create a membership or service for people who almost never set foot in their club? What would this look like? • Maybe the approach is to think


very big. Ask yourself, “If your gym is only a small part of the ecosystem, can you design your own ecosystem?” While the answer might be that you can’t, exploring this question may lead you to some great ideas.


With technology becoming a great-


er force in society every day, it is time for club owners to get very serious about its effect on their business mod- el. The future will always belong to those who adapt the best. FBC


Yosi Knecht is the director of sales and market- ing for Atlantis Strength. Contact him at www. atlantisstrength.com.


Winter 2019 Fitness Business Canada 25


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