HCM June 2020

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C O N S U M E R C U LT U R E

There’s been a lot of disruption and when everything stops, the winners will move into the space. You need to get ready for the next 24 months Radical disruption means you need to make a plan to refocus your business now and in the longer term

UNIQUE CHALLENGE

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Ken Hughes, expert in consumer culture and human behaviour spoke as part of the Technogym Talks series of webinars about how operators can navigate the new consumer landscape

he coronavirus pandemic, lockdown and aftermath have given human behaviourists new insights into global consumer behaviour,” said Ken Hughes. “For fitness business owners, this is an important time in your working life because there’s been a lot of disruption and everything has changed quickly. “If you stand still, you’ll be moving backwards. When everything stops, the winners move into the space. You need to get ready for the next 24 months.”

Predict and prepare

“The captive economy, with consumers in lockdown, is unique,” he said. “It’s global and spans all ages, beliefs, languages and locations. “You need to appreciate consumers’ concerns and anxieties. Data from YouGov shows only a proportion of people will feel comfortable with the idea of going back to the gym. “Understand what they want, need, and expect during recovery, and you will thrive,” he said.

Action now

“Consumers are rethinking what is important,” said Hughes – “make sure you’re one of the things they need, rather than one they can do without. “Devise a strategy and start investing in key stages: the next six weeks, the next six months, and the next two years. “Understand the strong desire for human connection and you can grow the business more than you ever thought possible. 2021 could be a significant year for your business.”

©Cybertrek 2020 June 2020

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