Strategic insights into the European Low-Cost Gym Sector
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Strategic insights into the European Low-Cost Gym Sector

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Presentation delivered by Ray Algar at the IHRSA European Congress held in Barcelona, Spain 18th October 2010

Presentation delivered by Ray Algar at the IHRSA European Congress held in Barcelona, Spain 18th October 2010

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Strategic insights into the European Low-Cost Gym Sector Presentation Transcript

  • 1. Strategic insights into the European Low-cost Gym Sector IHRSA 2010 Barcelona Ray Algar
  • 2. www.oxygen-blog.blogspot.com 2
  • 3. How the low-cost gym sector is transforming the European club market
  • 4. MINIMUM OF 50% LOWER THAN INDUSTRY PRICE SCOPE TO HEAVY OPERATE 24 TECHNOLOGY HOURS AND WEB USE MY DEFINITION OF A LOW- COST GYM ABILITY TO OPERATE CLUB GYM-ONLY WITH A SINGLE PROPOSITION PERSON
  • 5. SIMPLICITY INFRA- STRUCTURE AFFORDABILITY MARKET DRIVERS CONSUMER CONSUMERS ARE SENTIMENT CHANGING TOWARDS CLUBS LOW ATTENDANCE
  • 6. SIMPLICITY INFRA- STRUCTURE AFFORDABILITY MARKET DRIVERS CONSUMER CONSUMERS ARE SENTIMENT CHANGING TOWARDS CLUBS LOW ATTENDANCE
  • 7. I Care
  • 8. Consumers now have experience of low-cost services
  • 9. “Fly for the price of a pair of jeans” 12
  • 10. 13
  • 11. “Spend a little, live a lot “ 14
  • 12. 15
  • 13. 16
  • 14. Think of a sector…you will find low-cost
  • 15. 300 million units annually by 2013
  • 16. “Quality up, cost down … way down”
  • 17. SIMPLICITY INFRA- STRUCTURE AFFORDABILITY MARKET DRIVERS CONSUMER CONSUMERS ARE SENTIMENT CHANGING TOWARDS CLUBS LOW ATTENDANCE
  • 18. SIMPLICITY INFRA- STRUCTURE AFFORDABILITY MARKET DRIVERS CONSUMER CONSUMERS ARE SENTIMENT CHANGING TOWARDS CLUBS LOW ATTENDANCE
  • 19. Join online and avoid me!
  • 20. “When I need advice, I will pay for it”
  • 21. SIMPLICITY INFRA- STRUCTURE AFFORDABILITY MARKET DRIVERS CONSUMER CONSUMERS ARE SENTIMENT CHANGING TOWARDS CLUBS LOW ATTENDANCE
  • 22. 37
  • 23. SIMPLICITY INFRA- STRUCTURE AFFORDABILITY MARKET DRIVERS CONSUMER CONSUMERS ARE SENTIMENT CHANGING TOWARDS CLUBS LOW ATTENDANCE
  • 24. 40
  • 25. www.reviewcentre.co.uk 41
  • 26. Word of mouth on steroids
  • 27. SIMPLICITY INFRA- STRUCTURE AFFORDABILITY MARKET DRIVERS CONSUMER CONSUMERS ARE SENTIMENT CHANGING TOWARDS CLUBS LOW ATTENDANCE
  • 28. “Why am I paying for a club I do not often use?”
  • 29. “Why am I paying €60 just to use a treadmill?”
  • 30. What do low-cost gym consumers say?
  • 31. “I pay €17, which is a giveaway (big smile). It’s for free really!”
  • 32. “I have never been to a gym that is €18 before. I thought I would find a lot of broken quipment”
  • 33. “There’s plenty of staff around. They’re incredibly helpful and friendly”
  • 34. “I get an email; I think it’s once a week. They tell you their top tips...(for example)…”
  • 35. 58
  • 36. 59
  • 37. 60
  • 38. 61
  • 39. 62
  • 40. 63
  • 41. 64
  • 42. 65
  • 43. 66
  • 44. ?
  • 45. OPERATIONAL EXCELLENCE MEMBER INTIMACY PRODUCT LEADERSHIP
  • 46. Presentation: oxygen-blog.blogspot.com Report: budgetgymresearch.ning.com Google: “Ray Algar”