26 Sep 2017 | Digital editions, magazines, websites, e-zines, handbooks and contract publishing for the leisure industry

Health Club Management issue 9, 2017 is now out!

Blogs:

Health Club Management bloggers:

Liz Terry
CEO,
Leisure Media

Kate Cracknell
editor-at-large,
Health Club Management

Ian Taylor
CEO,
SkillsActive

Gareth Edwards
Director of Education,
Springboard

John Goodbody
Sports Journalist

Peter Ducker
Chief executive,
Institute of Hospitality

Suki Kalirai
Interim CEO,
SkillsActive

Sam Coulstock
Customer Relationship Director,
Springboard

Leah De Silva
Business development director,
Springboard

Peter Moody
Partner,
Brook Street des Roches LLP

David Stalker
CEO,
ukactive

Charles Wilford
Co-Head, Leisure Team,
Gerald Eve

Demographics are dead

05 Aug 2015
by Kate Cracknell, editor-at-large, Health Club Management
Don’t be driven by your own history but by the evolving expectations of your audience. Who are you innovating for?

It’s no longer possible to predict consumer behaviour based on long-accepted demographic norms – age, gender, income and so on. That was the clear message coming out of the recent London Trend Seminar, run by global agency trendwatching.com.

Consumers are no longer behaving as they ‘should’ according to demographic categories, choosing instead to construct their own identities and lifestyles around individual preferences and interests (see also Health Club Management 2015 issue 8 p42). This in turn has a profound impact on businesses, which must go back to the drawing board to re-assess who their audience really is and what their expectations are.

The health and fitness sector is no exception, and it has already begun to refocus its offering in response to this trend. Yoga for men? Check. Engaging older generations via social media? Check. CrossFit for kids? Check.

But it’s not only about understanding your evolving audience; it’s also about appreciating who you’re competing against – not just within fitness but beyond. What innovations are happening within people’s lives that will change their expectations of your products and services? Because each new round of innovation creates new expectations, and you’ll be left behind if you don’t meet them. ‘What do you mean I can’t book via an app? Why can’t I pay only for the facilities I use? Why can’t I get a PT to turn up at my house within 15 minutes of booking?’

So what will be your innovations, and crucially what will drive these? Once again the Trend Seminar was full of inspiration, with one key notion being status – specifically the shift away from demonstrating status through material possessions, towards status as a product of who you are and what you do. Consumers today are looking for brands to help them achieve this, and it’s a trend that fits well with the fitness sector’s offering. As a spokesperson for Nike put it, it’s a collaborative venture nowadays: ‘Just [Help Me] Do It’. So can your club be the partner that helps someone achieve the status of completing a marathon or Color Run?

Another trend, ‘Peer Armies’, is all about mobilising networks of peers to achieve things they couldn’t do alone. A huge 93 per cent of consumers want brands to support social and environmental issues, so why not get your ‘peer army’ of members involved, encouraging them to get fit by doing good? The GoodGym project is a great example: it asks people to run somewhere they can do social good – to spend time with elderly people, for example, or to do some gardening in community spaces.

Another interesting thought lay in the ‘Internet of Shared Things’ trend, with the mention of an app called Breather. This allows people to make very brief use of urban spaces – something clubs could use to burst beyond their walls and run lunchtime meditation sessions for local office workers.

The concluding thought at the seminar: be heretical towards your heritage. Challenge the things you do ‘just because that’s what you’ve always done’, and don’t be driven by your own history but by the constantly evolving expectations of your audience. Who are you innovating for, what do they expect, and what will they expect tomorrow?



Tags: Health Club Management  health & fitness  sales & marketing 

Share this story
Connect with Health Club Management
Follow us:
Magazine:
Download PDF
View Turning Pages
 
Sign up:
Instant Alerts
Ezine
Print edition

Comments (0) Be the first to comment!

You must be logged in to comment.   Login | Register


Not registered? Click here to register

Recent posts by Kate Cracknell


View more posts by Kate Cracknell

Connect with healthclubmanagement.co.uk

       

Latest tweets from healthclubmanagement.co.uk

Latest jobs from healthclubmanagement.co.uk

Health and Fitness Supervisor

Company: University of Bath, Salary: tarting from £18,777, rising to £20,989 , Location: Bath, United Kingdom

Club Concierge

Company: Raw Corporate Health Ltd, Salary: Competitive, Location: London, United Kingdom

Private Club and Spa Manager

Company: Raw Corporate Health Ltd, Salary: Competitive, Location: London, United Kingdom

Gym Instructor

Company: Legacy Leisure, Salary: , Location: Newbury, United Kingdom

Recreation Assistant (Multi Skilled) Apprentice

Company: GLL, Salary: Up to £17,177 per annum , Location: Beaconsfield, United Kingdom

Personal Trainers

Company: The Gym Group, Salary: 100% of your PT earnings, Location: Oldham, United Kingdom

Personal Trainers

Company: The Gym Group, Salary: 100% of your PT earnings, Location: High Wycombe, United Kingdom

Health and Fitness Instructor

Company: University of Warwick, Salary: £16,983 - £18,263 per annum, Location: Warwick, United Kingdom

Sales Manager

Company: energie group, Salary: Competitive, Location: Loughborough, United Kingdom

Temporary Membership Sales Advisor

Company: energie group, Salary: Competitive, Location: Bow, East London, United Kingdom

Fitness Manager

Company: Legacy Leisure, Salary: £21,000 - £26,000 plus OTE , Location: Windsor, United Kingdom

Fitness Instructor

Company: energie group, Salary: Competitive, Location: Andover, United Kingdom

Steps to Health Fitness Specialist

Company: Legacy Leisure, Salary: £8.17 p/h, Location: Windsor, United Kingdom

Apprenticeship in Fitness and Customer Services

Company: energie group, Salary: Competitive, Location: Birmingham, United Kingdom

Fitness Motivator / Personal trainer (part time)

Company: Everyone Active, Salary: Competitive, Location: Elephant and Castle, London, United Kingdom

Personal trainers

Company: Everyone Active, Salary: Self Employed, Location: Northolt, United Kingdom

Membership Sales / Duty Manager

Company: energie group, Salary: Good Basic + Bonus per sale, Location: Fulham, London, United Kingdom

Personal Trainers

Company: The Gym Group, Salary: 100% of your PT earnings, Location: Gosforth, Newcastle, United Kingdom

Personal Trainer

Company: energie group, Salary: Competitive, Location: Fulham, London, United Kingdom

Personal Trainers

Company: The Gym Group, Salary: 100% of your PT earnings, Location: Norwich City, United Kingdom

The Leisure Media Company, Portmill House, Portmill Lane, Hitchin, Herts SG5 1DJ.
Tel: +44 (0)1462 431385 Fax: +44 (0)1462 433909 |
About us | © Cybertrek Ltd