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December 2015
The UK’s No 1 fitness industry magazine
Retention guru Paul to launch convention
Experts predict biggest trends of tomorrow By Christina Eccles
EXPERTS have revealed what they believe will be the fitness industry’s biggest trends of tomorrow, with predictions including advancements in technology and opportunities around ‘active ageing.’ At the ukactive summit, which took place at the Emirates Stadium in London, futurologist Dr James Bellini spoke to delegates about Health and Fitness in Tomorrow’s Digital World: The shape of things to come. During the presentation he showcased upcoming trends to watch out for, which included wearable technology and why it’s set for a massive growth period over the next five years. He also revealed more about the opportunities around active ageing – the concept of extending healthy life expectancy and quality of life for all people as they age – and how technology can assist with this. He said: “Retirement used to be short term. These days, people can have an active life for 20 or 30 years after retirement. “The digital world can help, but it needs to be kept simple. Too complicated can be a barrier.” The growing trend for activity through design was also discussed, with bicycle
storage, creating more aesthetically pleasing stairways and walkways and promoting active modes of transport such as walking or cycling all being cited as examples of helping communities to lead healthier and fitter lives. Summit sponsor eGym’s CEO Philipp Roesch-Schlanderer also shared his thoughts; revealing how technology can create a connected training experience. He added that when developing the eGym concept, which includes software and smart connected gym equipment, he noticed gyms face two key problems: 1) The training floor is not always actively managed – meaning members can sometimes feel lost. 2) Some gym equipment lacks digital development. But according to Philipp, solutions to this include ensuring you fully optimise your gym space to maximise usage and that you have the data and technology to best engage with members and their needs. He added that when it comes to the gym: “People know they want to go there. You just need to make it easier for them to go there.” What do you think will be the biggest industry trends in 2016 and how do you plan to tap into them? Let us know by emailing ce@scriptmedia.co.uk or contacting us on social media.
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A London pop up shop is attracting customers through its doors by offering a mixture of fitness and fashion. The team behind fitness clothing brand Every Second Counts have opened a temporary store in the capital, where they are showcasing their latest collections, as well as holding community classes and events. Founder Sally Dixon (pictured) said: “Having been established now for almost two years and selling primarily online, we decided the next logical step would be to meet our customers in person.” Full story, page 22
INDUSTRY expert Dr Paul Bedford is to hold a second retention convention in the UK next year, focused on improving customer experiences. The two-day event at Austen Court in Birmingham will take place on May 19 and 20 and will cover a range of approaches to increase retention, reduce attrition and improve member loyalty across all sectors of the health and fitness market. He said: “I was overwhelmed by the positive response to last year’s convention and so have decided to run another event this year with a slightly different theme. “The two-day format will enable us to focus on the customer experience; hearing from retention experts across the globe, as well as operators that have put fantastic measures in place to increase retention and boost revenue, and technology experts; who will demonstrate the wide applications technology can play within the leisure industry.” Speakers will include Dr. Melvyn Hillsdon and Paul is also looking for operators and suppliers who are winning the retention battle to share their stories.