HCM Issue 4 2021

Page 77


The Axiom Series selectorised strength range was developed and launched in 2020

While everyone was battling against the same cause, the impact and requirements for support varied; from facility redesign, equipment maintenance and service contracts, to member engagement strategies and staff training. Our approach was to put the customer at the centre and provide solutions, despite the internal challenges we faced with furlough and a reduced team. You started your new position in December. What excites you about the role?

There’s no doubt that the past year has been one of the toughest. But there are real positives to build on, and I’m excited to be a part of a truly global team and share best practice and learnings from the UK across the business. The UK remains a key market for Life Fitness, and I’m proud to be leading such a talented and dedicated team; the willingness to go above and beyond has never been more vital. It’s also the strength of these relationships that will drive our business forwards; internally, our culture is one of collaboration, so it’s important we act on this beyond our teams, by listening to our customers and being recognised as a true partner. What can we expect over the next 12 months?

Our customer-first focus won’t change. While reopening is hugely positive, we know that recovery will take time, and so the approach we’ve adopted throughout the pandemic will continue, and we’ll evolve and adapt our support in-line with our customers’ needs.

We also have an extensive product road map in place, with innovations lined up to share with the industry when the time is right. While this alone is exciting, how we combine this with new experiences for our customers and their members – delivered through digital content and education, is the really energising part – so watch this space for what’s to come! We’ll also continue to maximise our partnerships, extending our relationships with key partners, including Williams Racing and the Lawn Tennis Association (LTA), to drive best practice and strengthen our position within our target sectors. What do you think the future looks like for the fitness industry?

It’s one of positivity and real opportunity. The pandemic has put health and wellbeing at the forefront, and it’s forced individuals, businesses and policymakers to recognise the importance of not just fitness, but also physical and mental health. Something our industry has believed in for a long time. The communities we serve through our customers are increasingly diverse, and we must work together to learn and understand what experiences we can create to help and inspire people to live healthier lives. It’s important this translates across all markets, beyond the traditional club environment, and our role is to help our customers do this by delivering unique, engaging experiences that encourage people to make fitness a part of their everyday life. l More: lifefitness.co.uk ©Cybertrek 2021 Issue 4 2021