The Future of Fitness | What's Next For Our Industry | Club Industry Las Vegas 2012

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Provided by Phillip Mills during Club Industry 2012.

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The Future of Fitness | What's Next For Our Industry | Club Industry Las Vegas 2012

  1. 1. THE TRENDS THAT WILL SHAPE HUMAN FITNESS AND ACTIVITY
  2. 2. THE FITNESS INDUSTRY IS AT RISKStagnation: segmentation ratherthan innovation while competitiveindustries are evolving e.g.•Virtual exercise•New sports•Nutritional science•Medicine
  3. 3. Budget Clubs
  4. 4. Micro-gyms
  5. 5. INSIGHTMany clubs worldwide are being hurt by low-budget competitors.At the same time, there are successful new club models evolving e.g:• Crossfit – 4,600 clubs - $200 per month• Orange Theory - $23 per class /$159 per month• Soul Cycle and Flywheel (US) - $32 per class• Pure Yoga (Asia and US) – $145-$165 per month• Kosama, Omni, Fitness Together, Title Boxing, UFC etc etc One Tribe – Changing the World Les Mills International © 2010
  6. 6. THREE AREAS OF OPPORTUNITY: EXERTAINMENT COMMUNITY HEALTHWE CAN COMBINE THESE UNDER A SINGLE HEADING…
  7. 7. More Motivating Exercise Environments “Exertainment”
  8. 8. GX STUDIOS:[Check out Les Mills World ClassStudio Search at www.lesmills.com]
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  10. 10. SOCIAL MOTIVATION/COMMUNITY“Most of us aren’t reallyhealth clubs, we’re not evenclubs. We’re just placeswhere people come to liftweights and run on atreadmill” – Michael ScottScudder
  11. 11. SELL THE ‘LONG TERM’ RELATIONSHIP
  12. 12. MAKE EXERCISE SOCIALGroup Fitness Team Training Personal Training Event Training Freelance Programmes
  13. 13. GROUP TRAININGMany clubs worldwide are being hurt by low-budget competitors.At the same time, there are successful new club models evolving e.g:• Crossfit – 4,600 clubs - $200 per month• Orange Theory - $23 per class /$159 per month• Soul Cycle and Flywheel (US) - $32 per class• Pure Yoga (Asia and US) – $145-$165 per month• Kosama, Omni, Fitness Together, Title Boxing, UFC etc etc One Tribe – Changing the World Les Mills International © 2010
  14. 14. MOTIVATION: GROUP TRAININGExample Evolution of the Exercycle1980 Old-fashioned stationary bike1985 Computerized bike1990 Cardio Theatre1995 Spinning ClassNow Standardized, quality-assured classes GF is the most effective way of creating motivation for the average fitness member
  15. 15. Les Mills Auckland City
  16. 16. Les Mills Britomart, Auckland
  17. 17. “CLUB WITHIN THE CLUB”LES MILLS RUN™ LES MILLS RIDE™ LES MILLS TRI™ Products created as specific event training programs Designed around an organised event (eg marathon, cycle challenge, triathlon) Training organised in 8 or 12 week blocks with an emphasis on guidance, support and motivation. Clear sense of purpose culminating in the event itself and the personal satisfaction of completing it. Participants pay the club direct, prices vary. Available to both members and non-members.
  18. 18. SOCIAL MEDIA Is revolutionizing our ability to communicate!BUT… It’s not as easy as it looks.Engagement, interest and authenticity are key. Otherwise it’s meaningless
  19. 19. THE HEALTH OPPORTUNITYEDUCATION = MOTIVATIONBetween 2006-2016 the cost of theAmerican health system will almostdouble to $4.1 trillion per year*.It seems that our health isdeteriorating at almost as quickly asthese costs are increasing. Thecurrent system clearly isn’t working -there’s got to be a better way!*2006 US Treasury report
  20. 20. Education: Become True “Health Clubs”Health clubs need to become more than just placeswhere people go to use exercise machines! Weneed to become true providers of holistic health.Education changes lives and your members willlove you for it. A few places to start: • Mercola.com • Younger Next Year – Crowley/Lodges • The Omnivore’s Dilemma – Michael Pollan • You: The Owner’s Manual – Roizen/Oz
  21. 21. Talk to your members Create a personal relationship with your members Choose the right medium for THEM: One way communication? Two way? Social media?
  22. 22. STAND FOR SOMETHING CREATE A CAUSE NOT A BUSINESS Tom Peters People don’t come to work to increase shareholder value, they want to make a difference!Leadership
  23. 23. STAND FOR SOMETHING The most successful businesses in the world care about more than just making money!
  24. 24. Let’s Create a Fitter Planet The world is facing a great holistic health challenge and our industry is perfectly positioned to play a big part in the solution. We are the exact opposite of the cigarette and junk food companies and we have an intimate relationship with a large percentage of the world’s wealthiest people.
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  26. 26. Reasons to become a green facility• Reduce facility costs• Attract more members• Improve member health• Increase staff engagement• Improve environment• Mitigate global risk
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  29. 29. FITTER FOODWe can change our health and that ofthe planet by one simple means: whatwe put in our mouths!
  30. 30. FITTER GOVERNMENTIndividuals and businesses cannot be allowedto destroy our greatest communal assets. Ourleaders need to lead on these issues!Fitness industry initiatives :• Physical education back in schools, junk food out• Better urban design• Tax incentives to be slim and fit• Encourage healthy eating (tax junk food!)• Healthier environment
  31. 31. Fitter FacilitiesThere are hundreds of great ideas, from lowenergy lighting and appliances, to low-flowshower heads and toilets, to signing with arenewable energy provideror even installing solar energy.Have a professional green audit done on yourbusiness. There are incredible savings to bemade in resource use and your own money. Go to: www.greenhealthclubs.org
  32. 32. MOTIVATION - THE BIG OPPORTUNITY:EXERTAINMENT, COMMUNITY, EDUCATIONHealth club attendance has become the biggest adult “sport” in the Western World. Bigger than football, tennis and golf combined. But we have traditionally lacked the excitement and social engagement of sports, andbehaved more as gyms than as true health clubs. The faster we can change that, the bigger our future!

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