Presentation for ACE Personal Training Symposium West - San Diego May 2013.
•
3 likes•3,439 views
This document discusses trends in the future of fitness, including the rise of micro-gyms that focus on specific activities like CrossFit or yoga. It argues that traditional fitness clubs are at risk from these competitors and from stagnating innovation. To succeed, clubs need to focus on motivation, community, and education by making exercise more social and fun through group classes and programs. This will help drive attendance, member retention, and referrals. The future of fitness lies in integrated, holistic approaches that benefit both individual health and the planet.
Recommended
More Related Content
Viewers also liked
Viewers also liked (12)
More from Steven Renata
More from Steven Renata (20)
Recently uploaded
Recently uploaded (20)
Presentation for ACE Personal Training Symposium West - San Diego May 2013.
- 1. ACESYMPOSIUMWEST-SANDIEGOMAY2013 THE FUTURE OF FITNESS – INTEGRATED FITNESS UNLEASHED
- 2. THE FUTURE OF FITNESS THETRENDSTHATWILLSHAPEHUMANFITNESSANDACTIVITY
- 3. 0 10 20 30 40 50 60 1960 1970 1980 1990 2000 2010 2020 2030 2040 US ADULT FITNESS CLUB PARTICIPATION
- 5. BUDGET CLUBS
- 6. MICRO-GYMS
- 7. • CROSSFIT–5,000clubs–$200permonth • ORANGETHEORY–$23perclass/$159permonth • SOULCYCLE–$32perclass+$30toreserveabike! • PUREYOGA(US)–$145-$165permonth • KOSAMA,OMNI,FITNESSTOGETHER,TITLEBOXING,UFC ETC INSIGHT: PEOPLE ARE PREPARED TO PAY MORE TO ATTEND MICROS THAN TRADITIONAL CLUBS
- 8. • EXERTAINMENT–Makeexercisemorefun • COMMUNITY–Makeclubsmoresocial • HEALTH–Makeclubsmoreholistic THREE AREAS OF OPPORTUNITY: WE CAN GROUP THESE UNDER ONE HEADING…
- 11. HOW CAN WE MANAGE MOTIVATION? Firstwehavetobeabletomeasureit-ifyoucan’tmeasure somethingyoucan’tmanageit. Sohowdowemeasuremotivation?Howdoweknowifwe’re doingagreatjobofmotivatingpeople?
- 12. Peoplewhoattendtheclubmoreoftenwill refermorefriends,staylongerandpaymore. Attendanceisthemostimportantmetricin ourindustry. IT’S SIMPLE, THEY ATTEND MORE OFTEN. Now let’s talk about motivation using the three areas of opportunity identified in the Future of Fitness research: exertainment, community and health.
- 46. SMALL GROUP TEAM TRAINING SPACE
- 57. SELL THE LONG-TERM RELATIONSHIP
- 58. MAKE EXERCISE SOCIAL GroupFitness SmallGroup/TeamTraining PersonalTraining EventTraining
- 59. GROUP TRAINING Manyfullserviceclubsarebeinghurtbylow-budgetcompetitors. Atthesametime,therearesuccessfulnewclubmodelsevolving: • Crossfit–4,600clubs-$200permonth • OrangeTheory-$23perclass/$159permonth • SoulCycleandFlywheel(US)-$32perclass • PureYoga(AsiaandUS)–$145-$165permonth • Kosama,Omni,FitnessTogether,TitleBoxing,UFCetcetc
- 60. Example: EvolutionoftheExercycle 1980 Old-fashionedstationarybike 1985 Computerizedbike 1990 Cardiotheatre 1995 Spinningclass Now Standardized,quality-assuredclasses MOTIVATION: GROUP TRAINING GFisthemosteffectivewayofcreating motivationfortheaveragefitnessmember
- 61. WHAT ABOUT PERSONAL TRAINING AND SMALL GROUP TRAINING – DON’T THEY ACHIEVE THE SAME THINGS? Yesabsolutely. Thesearewonderfulinnovationsthathave revolutionizedpartsofourindustry.Andfacilityoperatorslovethem becausetheycanchargeforthem.Howevereventheworld’sbestonly engagearound10%oftheirattendancesinPTand3-4%inSmallGroup Training. GroupExerciseattractsandmotivatesthemasses.Someof theworld’smostsuccessfulfacilitieshaveover50%oftheir attendancesinGroupExercise. “GroupExercisemembersattendmoreregularly,remainmembers longer,makemorereferrals,perceivegreatervalueintheir memberships(i.e.willpaymore)anddonotleavewhenabudgetgym opensnearby!”
- 63. REFERRAL Mostloyalmembers ACQUISITION Potentialguestdriver RETENTION Highusage MEMBER LIFE CYCLE
- 65. Riseofspecialized studiospace FROM CROSSFIT TO HITT TO GRIT
- 66. CLUB WITHIN A CLUB
- 67. CLUB WITHIN A CLUB FOR MILLENIALS
- 68. IsitGroupXorisitTraining? § Segregatedfitnessteams § Trainersdon’tutilizeGroupX § GroupXinstructorsdon’tsupportPT § Membersalignbasedonexperience Programmingdeterminesbest“coach”intheclub WHO OWNS THE SMALL GROUP SPACE?
- 69. WHATAREYOUSOLVINGFOR? • Activeclientgrowth? • Frequencyofclientinteractions? • Margingrowth Programmingdeterminesbest“coach”intheclub WATCHOUTS • Activeclientcannibalization • Flatrateversussessionburn • Programmedorfreestyle? • Howtoenticenewpeople START AT THE BEGINNING
- 70. § FROM: § ABC’sofSales § Servicesecondary § Onesizefitsall § Traditionaladvertising § Wordofmouthreferrals1to1 Vendorssellfortoday,partnerssellfortomorrow § TO: § Salesplusservice § Educationmatters § Differentiatedofferings § Socialmediaimpact § Wordofmouthreferral1to 10/100/1000 EVOLUTION - VENDORSHIP TO PARTNERSHIP
- 76. TALK TO YOUR MEMBERS CREATEAPERSONALRELATIONSHIPWITH YOURMEMBERS CHOOSETHERIGHTMEDIUMFORTHEM: ONEWAYCOMMUNICATION? TWOWAY? SOCIALMEDIA?
- 79. Wearetheexactoppositeofthecigaretteandjunkfood companiesandwehaveanintimaterelationshipwitha largepercentageoftheworld’swealthiestpeople. LET’S CREATE A FITTER PLANET Theworldisfacingagreatholistichealthchallengeandourindustry isperfectlypositionedtoplayabigpartinthesolution.
- 81. • Reducefacilitycosts • Attractmoremembers • Improvememberhealth • Increasestaffengagement • Improveenvironment • Mitigateglobalrisk REASONS TO BECOME A GREEN FACILITY
- 87. EXERTAINMENT,COMMUNITY,EDUCATION Healthclubattendancehasbecomethebiggestadult “sport”intheWesternWorld. Biggerthanfootball,tennis andgolfcombined. Butwehavetraditionallylackedthe excitementandsocialengagementofsports,and behavedmoreasgymsthanastruehealthclubs. The fasterwecanchangethat,thebiggerourfuture! MOTIVATION: THE BIG OPPORTUNITY
- 88. ACESYMPOSIUMWEST-SANDIEGOMAY2013 THE FUTURE OF FITNESS – INTEGRATED FITNESS UNLEASHED