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Aided by technology, consumers are becoming more value-conscious, carefully choosing where to spend their money. But importantly, it’s perceived value rather than low price that’s key – consumers want a great experience.They’re keen to try and explore new things: 59 per cent of UK respondents in The Futures Company’s Global Monitor values and attitudes tracker say they “like to try new products and services”, as opposed to 41 per cent who “like to stick to products and services they know”. The reaction from health clubs tends to be to offer discounts for longer-term memberships, free guest passes, trial periods – all with the objective of recruiting loyal customers. But is this a timely approach? Aren’t clubs fostering the transactional model even more by trying to force their customers into subscription? Clubs need to redefine how they provide value to their customers. In our recent Consumer Headlines report – an annual report identifying the current debates in consumers’ lives – we identified a growing need for differentiation through reciprocal relationships. In the future, we’ll see even more of this kinship economy, and value will be defined by the relevance health clubs provide and the connections they create and enable. This is particularly true for the Millennials and Centennials. Experience,
Millennials value flexibility – they want to use more than one gym human interaction, flexibility and convenience (allowing for more productive time) are high on the agenda of your potential new recruits. More importantly still, to win with those aged under 30, gym owners must embrace, even encourage, a certain degree of promiscuity of membership.
Flexible, personal, on-demand The second challenge is how true value will be defined by health club customers in the future of our ‘uber-all economy’ – a term that was coined by J Walker Smith, chair of The Futures Company. Consumers’ busy lifestyles lead to greater prioritisation of time and effort.They expect
To win with those aged under 30, clubs must embrace, even encourage, a degree of promiscuity of gym membership www.healthclubhandbook.com
Health Club Handbook 2016
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