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S EP T EM B ER 2016 L E T T ER S


Cost-effective boutique offerings

People need to work up to recommended activity levels

‘Build up to…’ – how to motivate people to move You’ve got to feel for the general public, constantly bombarded with the message to get active, start exercising and improve their health. A recent article in The Lancet reported that, to offset the eight hours a day some people spend sitting at work, you need to do JUST one hour’s physical activity (see p122). One hour. Who has this spare hour in a day? Those of us who exercise regularly know how hard it can be to create a routine that includes as many sessions per week as we would ideally like to do, let alone be able to find an hour per day on top of what we already have going on. So for those who find the idea of physical activity and exercise abhorrent, the idea of five hours each week has to be a step too far. I believe that all of our physical activity and exercise messages should start with “build up to…”. 10

Build up to 30 minutes, build up to three days, five days each week. Offset the eight hours sitting each day by building up to an hour of physical activity. ‘Build up to’ instantly removes the barrier of achievement level: “I need to do an hour every day, and if I don’t I’m a failure.” ‘Build up to’ allows for simple progression, multiple opportunities for success and an improvement in selfefficacy and confidence. There are multiple ways of communicating public health messages, but if we really want people to believe they can do something, we need to help them succeed – not fail.

Dr Paul Bedford

Founder, Retention Guru

healthclubmanagement.co.uk September 2016 ©Cybertrek 2016

I was interested to read your recent article on how mainstream operators are branching into the boutique market (see HCM Aug 16, p46 – and also part two of this series on p46 of this month’s magazine). Boutique fitness studios are one of the key forces driving growth in the global fitness club and studio market. Rather than see this as a threat, there’s an opportunity here for traditional health clubs to adapt their strategies to meet changing consumer needs – and increase their revenue in the process. It doesn’t have to be a standalone studio: by creating a boutique experience inside a large health club, operators are able to upsell a higher premium membership while keeping members retained and engaged with a new proposition (see HCM Aug 16, p60). In this way, traditional fitness facilities have the ability to move quickly within the boutique sphere, as many have the space, customer base and infrastructure already in place. If done properly, such a move can help them keep ahead of the competition. We’re seeing a number of operators successfully – and cost-effectively – launching smaller, boutique-style training spaces in their clubs, featuring multi-purpose equipment. For example, Westwood Clubs in Ireland and Virgin Active in South Africa both offer Total Gym Gravity classes in boutique settings, bringing new customers through the door as well as being able to upsell these sessions to their existing customers. To succeed in this market, operators must ensure they’re offering a complete experience from the very start, with dedicated front-of-house teams and a seamless journey for the customer, making the process as easy as possible for them.

Andy Gill

Director, Ethics Leisure Many operators have the space to create boutique studios within their clubs, says Gill

Profile for Leisure Media

HealthClubManagement September 2016  

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

HealthClubManagement September 2016  

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