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The mid and premium markets are now fighting back by using aggregators like Hussle to regain market share from budget gyms

changed. Brands need to be present in every sales channel the customer chooses to shop through. That’s a customer-led, macro-trend which extends far beyond fitness and is widely acknowledged by pretty much every operator I meet. In other market sectors this approach is called omni-channel marketing – it just recognises the fact that in order to be paid by the customer you need be seen by the customer! Fitness marketplace are simply a new way to do that in fitness, making sure your business is present in every channel the customer shops through. What would you say to your critics about aggregators? People that fear change are those that benefit most from the status quo. Formula One racing is a good comparison: if your car has the fastest engine and you’re winning every race then naturally, you do everything you can to stop the engine regulations changing. It’s pure self-interest to maintain competitive advantage. Over the last ten years, budget gym chains have established marketleading positions by cannibalising the mid-market with aggressive price disruption in the 18-35 age group, and by dominating search engines online. This explains why budget gym chains continue to be the most vocal 72

detractors of aggregators and it’s not hard to understand their motivations– they don’t want things to change! However, the mid and premium markets are now fighting back by using aggregators like Hussle to regain market share from budget gyms. They’re using services like ours to make sure they are exposed to a wider online audience and benefitting from the national marketing deals we can strike. The result will be that consumer narrative will soon shift away from ‘lowest cost’ to focus more on service, facilities and convenience – which can only be a positive development for any operator that wants to do more than compete on price alone.

healthclubmanagement.co.uk May 2019 ©Cybertrek 2019

What's the future for Hussle? The core of our service will remain ‘gym-first’ for the foreseeable future, and we’ll continue focusing on B2C channels, rather than the highly contested corporate membership market. In terms of geography, our focus remains on the UK, but we have our eye on a number of other territories for when the time's right. ●

EMAIL: sales@hussle.com WEB: www.hussle.com

Profile for Leisure Media

Health Club Management May 2019  

Health Club Management is the magazine and online community for decision-makers in the global health club, fitness and gym industry.

Health Club Management May 2019  

Health Club Management is the magazine and online community for decision-makers in the global health club, fitness and gym industry.