HCM Issue 11 2021

Page 80

I n t e rvi e w

photo: Planet fitness

People will increasingly adopt digital as a way to interact with physical clubs, which means we can be in contact wherever they are

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Issue 11 2021 ©Cybertrek 2021

“Generally, I think people will increasingly adopt digital as a way to interact with physical clubs, which means we can be in contact wherever they are. That’s really interesting and something we’ve never had before, and it’s one of my most interesting learnings from COVID so far: the pandemic has accelerated our digital focus by five to 10 years.” The profile of members also makes digital an invaluable addition for Planet Fitness. “Forty per cent of our members have never gone to a gym before in their entire lives, so they don’t know where to start. It’s one of the big barriers to giving fitness a try, and it’s why we already offer free training in our clubs. With digital, we’re able to offer even more, and at any time of the day.” And what about in-club? Are people’s behaviours changing in the aftermath of the COVID-19 lockdowns? “We’re seeing people using the facility slightly more than they did historically, which is a good sign,” says Rondeau. “Pre-COVID, the average member would probably use the facility about five times a