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Floors 4 Gyms / TVS Sports Surfaces
Floors 4 Gyms / TVS Sports Surfaces
Floors 4 Gyms / TVS Sports Surfaces
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Editor's letter: Monetising digital

Having made a lightening fast pivot to digital during lockdown, gym operators are now figuring out how to optimise the assets they’ve invested in – it’s time to monetise digital and find ways to create hybrid models

Published in Fit Tech 2020 issue 2

Fit tech saved many gym and health club businesses during lockdown, by keeping operators engaged with members and members engaged with exercise.

Now the challenge is figuring out how to shape digital going forward – whether to walk away and refocus on the bricks and mortar business or to continue to invest and fully integrate digital into the business model.

The opportunity is turning into a major land grab and it seems all suppliers that can engineer a digital bolt-on to their base business are doing so, from aggregators to management software companies and from equipment suppliers and consumer electronics giants to content providers.

One thing is certain – operators have a wealth of options – the bottom line is how much consumers are prepared to pay.

Recent research in the UK by mystery shopping specialist, Proinsight, found a direct correlation between the mystery shopper score of online workouts, the intensity of the class and the amount consumers would be prepared to pay for it.

Deploying mystery shoppers wearing Myzone belts, Proinsight assessed a wide range of online classes by measuring three key metrics; heart rate, calories used and intensity (measured in MEPs or Myzone Effort Points – a measure of output).

The classes that scored best had an average intensity of 198 MEPs per hour, while those that were least popular had an intensity of only 142 MEPs per hour, indicating that some consumers value classes more when they are inspired to work harder.

Average heart rate increases and calories burned also correlated with mystery shopper scores, with those in the top quartile being +16 bpm and +161 calories burned.

Importantly, Proinsight found people are prepared to pay more for highly valued classes. The average that mystery shoppers were willing to pay for the content was £15/month, while for classes in the top quartile, they were (on average) willing to pay £4.73 more than those in the bottom quartile.

As businesses develop hybrid offerings, consumer insight such as this is vital to guide investment decisions, with a huge need for it to be hyper-local and calibrated for age, wealth, class type and fitness levels.

Digital also gives deep insights into what consumers want, guiding overall direction.

Liz Terry, editor, Fit Tech
[email protected]
@elizterry
Sign up here to get Fit Tech's weekly ezine and every issue of Fit Tech magazine free on digital.
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Editor's letter

Monetising digital

Having made a lightening fast pivot to digital during lockdown, gym operators are now figuring out how to optimise the assets they’ve invested in – it’s time to monetise digital and find ways to create hybrid models
interview

Paul Bowman, Wexer

The future of fitness is hybrid, says the CEO of Wexer. He shares his thoughts on why and how the industry should embrace this change
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PureGym

We’ve been ranked number two on the App Store for health and fitness, second only to Fitbit
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Lindsay Cook, FitOn

Not everyone can afford an expensive piece of fitness equipment or a personal trainer, but everyone has a smartphone
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The screen is effectively a six foot tablet, so developing the product from scratch took time, lots of testing and millions of cycles
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In collaboration with ukactive, FunXtion has driven a global discussion with some of the world’s leading fitness operators and influencers, exploring how digitalisation will influence the delivery of fitness services and products moving forwards.
Featured supplier: Core Health & Fitness announces partnership with Énergie Fitness Iberia
Core Health & Fitness is proud to have signed an exclusive supplier agreement for the roll- out of all projected clubs with Énergie Fitness Iberia over the next seven years.
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Featured supplier: Funxtion collaborates with global experts on white paper exploring digital in the future of fitness
In collaboration with ukactive, FunXtion has driven a global discussion with some of the world’s leading fitness operators and influencers, exploring how digitalisation will influence the delivery of fitness services and products moving forwards.
Featured supplier: Core Health & Fitness announces partnership with Énergie Fitness Iberia
Core Health & Fitness is proud to have signed an exclusive supplier agreement for the roll- out of all projected clubs with Énergie Fitness Iberia over the next seven years.
Company profile: Technogym
Founded in 1983, Technogym is a world-leading international supplier of technology and design-driven products and ...
Company profile: Gympass
On a mission to defeat inactivity, Gympass is a corporate wellness solution that builds mutually ...
Pendex | Workout
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Get Fit Tech
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Wearable technology solutions
MyZone: Wearable technology solutions
Exercise equipment
Matrix Fitness: Exercise equipment
Management software
Premier Software Solutions: Management software
Lockers/interior design
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features

Editor's letter: Monetising digital

Having made a lightening fast pivot to digital during lockdown, gym operators are now figuring out how to optimise the assets they’ve invested in – it’s time to monetise digital and find ways to create hybrid models

Published in Fit Tech 2020 issue 2

Fit tech saved many gym and health club businesses during lockdown, by keeping operators engaged with members and members engaged with exercise.

Now the challenge is figuring out how to shape digital going forward – whether to walk away and refocus on the bricks and mortar business or to continue to invest and fully integrate digital into the business model.

The opportunity is turning into a major land grab and it seems all suppliers that can engineer a digital bolt-on to their base business are doing so, from aggregators to management software companies and from equipment suppliers and consumer electronics giants to content providers.

One thing is certain – operators have a wealth of options – the bottom line is how much consumers are prepared to pay.

Recent research in the UK by mystery shopping specialist, Proinsight, found a direct correlation between the mystery shopper score of online workouts, the intensity of the class and the amount consumers would be prepared to pay for it.

Deploying mystery shoppers wearing Myzone belts, Proinsight assessed a wide range of online classes by measuring three key metrics; heart rate, calories used and intensity (measured in MEPs or Myzone Effort Points – a measure of output).

The classes that scored best had an average intensity of 198 MEPs per hour, while those that were least popular had an intensity of only 142 MEPs per hour, indicating that some consumers value classes more when they are inspired to work harder.

Average heart rate increases and calories burned also correlated with mystery shopper scores, with those in the top quartile being +16 bpm and +161 calories burned.

Importantly, Proinsight found people are prepared to pay more for highly valued classes. The average that mystery shoppers were willing to pay for the content was £15/month, while for classes in the top quartile, they were (on average) willing to pay £4.73 more than those in the bottom quartile.

As businesses develop hybrid offerings, consumer insight such as this is vital to guide investment decisions, with a huge need for it to be hyper-local and calibrated for age, wealth, class type and fitness levels.

Digital also gives deep insights into what consumers want, guiding overall direction.

Liz Terry, editor, Fit Tech
[email protected]
@elizterry
Sign up here to get Fit Tech's weekly ezine and every issue of Fit Tech magazine free on digital.
More features
Editor's letter

Big (fit) tech

We’re entering the age of the wellness mega-corp, with the ultimate goal for investors being to dominate health and wellness markets in every channel. Prepare to expect the unexpected in this convergence of health, fitness and wellness
interview

Robotic muscles

We identified the need to step beyond the current approaches to muscle weakness, and move instead to placing robotic muscles exactly where they’re needed – inside the body

Virtual wellbeing check

Feelings of pressure, isolation and performance anxiety are commonly experienced by athletes, however it isn’t always easy for clubs to identify those who are struggling. Richard Lucas, founder of GoVox, explains how technology can help
interview

Blurring the lines

Les Mills has launched a suite of digital solutions to help gyms future-proof by expanding their reach in the booming online fitness space, while complementing their live offerings. Steph Eaves talks to Les Mills International’s CMO Anna Henwood to find out more

Digital retention top performers

Three digital fitness platforms tell Fit Tech how they work to achieve higher levels of customer retention

Staying sticky

Bob Lawson explains how digital fitness platforms and apps can maximise retention and prevent churn
people

Kevin Dawidowicz

President, CoachMePlus
Fitness apps are designed to train clients, without a trainer on the other side. We give coaches a tool for connection
interview

Preston Lewis, Black Box VR

We’ve had to create training experiences that show users how to grab handles in the virtual world that are mapped to our real-world machine

Funxtion: A brand new app

FunXtion and GoodLife Fitness are collaborating to help Canadians stay fit in the gym and at home
people

Devi Mahadevia

Facebook director of sports and fitness partnerships
With Facebook paid online events, publishers can charge viewers to attend a video livestream on their Facebook pages or a third party video service

Clubs without walls

Venueserve Fitness is working with the Health Club Collection to drive its digital customer engagement
people

Andy Etches

Founder and sports director, Rezzil
Rezzil was able to have an injured player learning his new manager's philosophy, positioning and playing style – all from a seated position
Floors 4 Gyms / TVS Sports Surfaces
Floors 4 Gyms / TVS Sports Surfaces