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Mobile Strategy For Health Clubs (

Mobile Strategies for Health Clubs: Do You Need An "App"?

With large corporate gyms like Gold's, Lifetime, 24 Hour, Equinox and others launching mobile "apps" for their members, many gym's are wondering, "Am I missing the boat?". This informative and educational presentation will take you through the business case behind embracing the mobile channel as well as the different options available to expose it to your members.

Attendees will take away:
A better understanding of the different options that define "being mobile" including mobile apps, mobile web and SMS (text messaging)
Key metrics on the uptake of the mobile channel by gym goers and the population at large
Some tactical tips on how gyms of all sizes can get started in the mobile channel


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Mobile Strategy For Health Clubs (

  1. 1. Copyright © 2011, Bottega Sol Corp Mobile Strategy for Health Clubs J Schwan, Founder and President Mobilizing Health and Fitness
  2. 2. Copyright © 2011, Solstice Consulting Contents <ul><li>Who We Are </li></ul><ul><li>Mobile Marketplace </li></ul><ul><li>Mobile Strategy </li></ul><ul><li>Mobile Buy vs. Build </li></ul><ul><li>MiGym Demo </li></ul>
  3. 3. About Us Copyright © 2011, Solstice Consulting Bottega Sol is the product development arm of Solstice Consulting, a mobile consulting company for the Fortune 1000. Bottega builds mobile solutions for small businesses and individuals that make their lives more efficient and improves interaction with their customers. J Schwan is a mobile community expert with over 10 years of mobile development expertise. J’s work has been sighted in InformationWeek, ComputerWorld, and CIO Magazine as well as Club Solutions magazine. J is the founder of Bottega Sol and the product manager for MiGym, the health and fitness industry’s first Mobile as a Service application
  4. 4. Some Exciting Stats <ul><li>MiGym has been deployed to over 130 clubs </li></ul><ul><li>Being used by over 50,000 members </li></ul><ul><li>Launched < 5 months ago </li></ul>
  5. 5. The Mobile Marketplace
  6. 6. Mobile Again? 70’s and 80’s 90’s 2000’s 2011
  7. 7. The Mobile Marketplace <ul><li>Sense of. . .Sight (Camera) </li></ul><ul><li>Sense of. . .Hearing (Microphone) </li></ul><ul><li>Sense of. . .Direction (GPS, Compass) </li></ul><ul><li>Sense of. . .Touch (Accelerometer, Gyroscope) </li></ul><ul><li>Sense of. . . Time (Clock) </li></ul><ul><li>Touch Displays </li></ul><ul><li>App Stores </li></ul><ul><li>4G Networks </li></ul><ul><li>Phones “Senses” </li></ul>
  8. 8. The Global Mobile Marketplace <ul><li>Versus 2010: </li></ul><ul><li>1.2 Billion PCs </li></ul><ul><li>1.6 Billion TVs </li></ul><ul><li>1.7 Billion Internet Users </li></ul><ul><li>3.9 Billion FM Receivers </li></ul>There were 5 Billion active mobile subscriptions, worldwide, at the end of last year
  9. 9. The Mobile Marketplace <ul><li>Smartphone purchases increased by 54% last year – IDC </li></ul><ul><ul><li>The outlook for 2011 is for the smartphone market to increase by 55 percent </li></ul></ul><ul><li>Data surpassed voice in mobile traffic in December of 2009 – Ericsson </li></ul><ul><ul><li>Data traffic globally grew 280% during each of the last two years, and is expected to double annually over the next five years </li></ul></ul><ul><li>Mobile search increased by over 400% in the last 12 months – Google </li></ul><ul><li>By 2013, mobile phones will overtake PCs as the most common Web access device worldwide - Gartner </li></ul>
  10. 10. Mobile Terminology Wired (Regular) Web Mobile Web Better
  11. 11. Mobile Terminology Mobile Web Mobile App Best
  12. 12. Mobile Terminology Mobile Web Mobile App Best
  13. 13. Mobile Web vs. Mobile Apps
  14. 14. The Bottom Line Mobile App > Mobile Web If you want to “check the box” build a mobile website. . . If you want to make a real difference to your members and prospects, you’ve got to build an app
  15. 15. Mobile OS Market Share
  16. 16. Mobile Strategy
  17. 17. Do You Need a Mobile Strategy? <ul><li>Define business case for Mobile (why) </li></ul><ul><ul><li>Member retention? </li></ul></ul><ul><ul><li>Competitive differentiation? </li></ul></ul><ul><ul><li>Additional revenue channel? </li></ul></ul><ul><li>Identify mobile use cases (what) </li></ul><ul><ul><li>Desired end-user features and functions </li></ul></ul><ul><ul><li>Mobile too? </li></ul></ul><ul><ul><li>Mobile better? </li></ul></ul><ul><ul><li>Mobile only? </li></ul></ul><ul><li>Technology (how) </li></ul><ul><ul><li>Mobile Web or Mobile App? </li></ul></ul><ul><ul><li>Support and Maitenance? </li></ul></ul><ul><li>Roll-out Approach </li></ul><ul><ul><li>Promotion </li></ul></ul><ul><ul><li>Analytics </li></ul></ul><ul><ul><li>ROI </li></ul></ul>
  18. 18. Mobile vs. Desktop Users <ul><li>Mobile users don’t want to browse they want to find </li></ul><ul><li>Understand the members’ goal </li></ul><ul><ul><li>Why are they coming? </li></ul></ul><ul><ul><li>What context are they arriving? </li></ul></ul><ul><li>Mobile user != Desktop User </li></ul><ul><ul><li>Don’t port your whole website, port what’s relevant </li></ul></ul><ul><ul><li>to a mobile user (i.e. time sensitive activities) </li></ul></ul><ul><li>Keep content mobile-goal oriented </li></ul><ul><ul><li>What’s today’s class schedule? </li></ul></ul><ul><ul><li>What’s going on at the gym this week? </li></ul></ul><ul><ul><li>Where’s my membership card? </li></ul></ul><ul><ul><li>Can I sign up for a trial? </li></ul></ul><ul><ul><li>Who’s at the club right now? </li></ul></ul>
  19. 19. Touch Friendly <ul><li>Consider real-estate constraints </li></ul><ul><ul><li>320x480 pixels </li></ul></ul><ul><ul><li>Fingertip = 44 pixels </li></ul></ul><ul><li>Use gestures not clicks </li></ul><ul><ul><li>Flicks (pan quick), drag (pan slow), swipe, pinch (open/close), zoom, shake </li></ul></ul><ul><li>Limit onscreen help text </li></ul><ul><ul><li>Intuitive apps don’t need help </li></ul></ul>
  20. 20. Focus <ul><li>Be a Useful App Immediately </li></ul><ul><li>Identify the primary task(s) </li></ul><ul><li>Deemphasize it if it’s not “right now” information </li></ul><ul><li>Less is more </li></ul>Mobile users don’t want to BROWSE they want to FIND
  21. 21. A Note On Branding <ul><li>Use your brand colors and imagery sparingly </li></ul><ul><ul><li>Don’t sacrifice usability or user experience for logo placement </li></ul></ul><ul><li>Your app icon and splash screen is the place to focus your brand </li></ul><ul><ul><li>Be consistent with your web and print branding </li></ul></ul><ul><li>Your app store description is an opportunity to market </li></ul><ul><ul><li>Be descriptive, differentiate, be accurate </li></ul></ul>
  22. 22. Total Cost of Build Solutions <ul><li>Apps typically take 200-400 hours to build </li></ul><ul><ul><li>depending on features </li></ul></ul><ul><li>(good) iPhone developer’s rates average around $125/hr </li></ul><ul><li>Initial development costs $25,000-$50,000 </li></ul><ul><li>Android port typical cost 75% of original development </li></ul><ul><ul><li>additional $18,750-$37,500 </li></ul></ul><ul><li>Yearly support and enhancement costs around 25-50% of original cost </li></ul><ul><ul><li>additional $10,000-$65,000 </li></ul></ul><ul><li>Total cost in year one </li></ul><ul><ul><li>$53,750-$152,500 </li></ul></ul><ul><li>Three Year TCO </li></ul><ul><ul><li>$73,750-$282,500 </li></ul></ul>
  23. 23. Launch Tactics <ul><li>Use the Launch of your App to Promote Your Gym </li></ul><ul><ul><li>“ Download our app and get a free 1 week trial pass” </li></ul></ul><ul><li>Download to prospects phone as part of tour </li></ul><ul><li>Post everywhere your members are </li></ul><ul><ul><li>Front Desk, Flyers, web home and Class Schedule page/handouts </li></ul></ul><ul><li>Link to the app store URLs in your Social Media Feeds </li></ul><ul><li>Use QR codes to drive downloads from print </li></ul><ul><ul><li>Check out http:// </li></ul></ul>
  24. 24. MiGym
  25. 25. Overwhelming? <ul><li>MiGym – Mobile as a Service </li></ul><ul><li>Built from the ground up </li></ul><ul><li>for the fitness industry </li></ul><ul><ul><li>We’ve built the apps. . . </li></ul></ul><ul><ul><li>You just have to enter in your gym’s content </li></ul></ul><ul><ul><li>Let’s take a look. . . </li></ul></ul>It doesn’t have to be. . .
  26. 26. Benefits <ul><li>Selling point for prospective members </li></ul><ul><li>Free trial pass get prospects in the door </li></ul><ul><li>Mobile access to class schedules/personal calendar integration will increase class attendance </li></ul><ul><li>Mobile membership card ultimately can replace plastic cards </li></ul><ul><li>Notify members of class changes immediately </li></ul><ul><li>Get instant feedback via the app </li></ul><ul><li>Push current announcements and promotions in front of your members, wherever/whenever </li></ul><ul><li>No support worries </li></ul>
  27. 27. Copyright © 2011, Solstice Consulting THANK YOU!