TRENDS REPORT
PERSONALISATION BEACON TECHNOLOGY As beacon technology moves towards the mainstream, clubs can prepare for a new era of personalised communication with customers and prospects. Beacons precisely know, within inches, where a consumer is – and this information combines with prior search histories and other user information to provide targeted recommendations, information and offers. We’re likely to see some push-back from customers who feel their personal space is being invaded. However, Millennials in particular are open to being tracked geographically, provided immediate, personalised services are the result; Mintel research shows that 33 per cent of UK 16- to 34-year-olds would be willing to give brands they like access to their ‘real-time’ location to receive more relevant offers. If operators can educate people about the benefits of beacon technology, and demonstrate the special benefits they would get from their use, the opportunity to improve customer relationships through higher levels of personalisation is significant.
Beacons know within inches where users are, so you can precisely target your marketing
ON A HIGH
OPEN RELATIONSHIPS
THE GROWTH OF TRAMPOLINING
AN END TO CONTRACTS?
Fitness should be fun. That’s a statement most would agree with in principle, but thus far little has been done to really deliver on it. Now that’s changing with the arrival of the trampolining mega-parks. Trampolining certainly delivers fitness: NASA research shows that 10 minutes of bouncing is a better cardiovascular workout than 33 minutes of running. It’s also undeniably fun, whether you go for the full-size trampolines, a rebounding class or a dodgeball game. And as freerunning founder Sébastien Foucan explains, it’s not just about kids but adults too: “People want freedom. They want escapism. They want an activity that’s fun and social and that isn’t going to feel like a chore after work.” Expect to see a huge boom in this sector in 2016.
Research by UK trade association ukactive recently found that gyms and health clubs solely offering fixed-term contracts saw an average membership length of 11.2 months, while gyms offering more flexible options alongside fixed contracts saw a 17.2-month average. Far from being an impediment to member retention, it seems flexibility is fast becoming a driver of loyalty. The younger generations in particular no longer want to belong to just one gym. As The Futures Company points out: “To win with those aged under 30, gym owners must embrace – even encourage – a certain degree of promiscuity of membership.” It’s important to understand that in the new consumer mindset, customers aren’t being disloyal if they don’t only use your gym; operators need to play to their strengths to ensure they stay in the exercise mix, but at the same time accept that ‘mixing and matching’ is the norm. The boutique studios have recognised this with their commitment-free ‘pay per class’ set-up, and now other health club operators must follow suit.
Trampolining gives a great CV workout – but just as importantly, it’s great fun
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healthclubmanagement.co.uk February 2016 ©Cybertrek 2016