The Leisure Media Company Ltd | Fit Tech promotion
The Leisure Media Company Ltd | Fit Tech promotion
The Leisure Media Company Ltd | Fit Tech promotion
features

Sponsored: Life Fitness: Standing out from the crowd

Life Fitness is helping its customers to create unique clubs all around the world

Published in Health Club Management 2022 issue 9

It’s good to be different and in challenging times, gyms have to find creative ways to compete.

Members are seeking experiences beyond those they enjoyed pre-pandemic and these new types of engagement are driving member retention and acquisition.

Looking at the gym’s ecosystem is key to delivering a heightened experience, but where do you start?

“A gym experience is about more than just equipment – it involves the club’s concept and values; its people; the layout and the technology – it’s about bringing these elements together to create a holistic solution,” says Marvin Burton, Life Fitness international customer experience and training specialist.

At Life Fitness, this process starts with collaborative workshops; working with customers to understand how they view their brand and offering and where they want to take it.

Life Fitness Experience Hubs are one of the tools used for this. The Experience Hub Barcelona serves the European region to not only showcase what the organization does, but also how its solutions connect with customers’ stories.

Turning concept into reality
Establishing a brand’s ethos and values is the first step, but this needs to be well-executed. “There’s no right or wrong; our role is to help customers establish what’s best for their brand,” explains Burton.

“Staff from all departments and seniority levels should join in this process, as each one will engage with the facility and its members differently.”

Involving the team also encourages staff buy-in, “Many people are naturally resistant to change, so involving them generates positive engagement and helps establish USPs.”

Understanding external best practice is also important, and to assist with this, Life Fitness benchmarks within the fitness industry and also outside of it: “Our sector is relatively young, and we can learn a lot from other industries, such as hospitality and retail, where customer experience is a number one priority,” says Burton.

A network of experts
“We know we can’t do it all, so we co-create – not just with our customers, but with other suppliers to deliver a coherent, quality experience,” he explains.

From interior design to app development; audio visual to body scanning technologies; Life Fitness has partnerships with third party suppliers to help clubs create unique experiences. Through open APIs, Life Fitness digital solutions also link to third party technologies to improve UX functionality.

“Be proud of what makes you unique,” Burton concludes. “Our industry is very competitive, and it’s easy to look at what others are doing well and think you need to replicate it. Your club’s values should run through everything you do and that will strengthen customer buy-in.”

More: www.lifefitness.com

Photo: Life Fitness

"There’s no right or wrong; our role is to help customers establish what’s best for their brand" – Marvin Burton, Life Fitness international customer experience and training specialist

Top 5 tips
The Life Fitness guide to futureproofing your gym
1. Ask ‘why?’ five times

Too often, decisions are made without enough reasoning and it’s easy to be influenced by opinions. Asking why? multiple times helps overcome this.

2. Break down your customer journey roadmap

Explore this as a series of processes, then look at how these overlap to determine your full member journey. Define your online enquiry process; member joining journey; group exercise booking experience; even your cancellation process – you never know when a member might return and all these experiences combine to leaving a lasting memory.

3. Futureproof your facility

Fitness trends change, and gyms need to keep up with member demands. Establishing a layout and ecosystem that’s flexible and adaptable will aid your club’s ability to stay on-trend.

4. Gather staff feedback

Your workforce will have valuable insights and Impact Mapping is a way to collate this feedback. Explore the feasibility of implementing something based on agreed criteria and the result is a series of proactive short-, medium-, and longterm outcomes that staff will feel invested in.

5. Use your data!

Gyms generate a wealth of information, and this should be used to guide new plans. Core member information should be easily available from a CRM, but you can explore other insights such as equipment usage, class attendances, and informal interviews, which are all helpful ways to assess member and staff culture.

Find out more

To find out how Life Fitness can help you create a unique experience for your members, go to www.hcmmag.com/LifeFitness8 or scan the QR code.

Sign up here to get Fit Tech's weekly ezine and every issue of Fit Tech magazine free on digital.
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The future of sports and fitness are dependent on the climate. Our goal is to positively influence the future of our planet by instilling a global vision of wellbeing and a sense of collective action
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We don’t just create the technology and bail – we support our clients’ ongoing hybridisation efforts
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When you’re undertaking fitness activities, unless you’re on a stationary bike, in most cases it’s not safe or necessary to be tied to a screen, especially a small screen
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features

Sponsored: Life Fitness: Standing out from the crowd

Life Fitness is helping its customers to create unique clubs all around the world

Published in Health Club Management 2022 issue 9

It’s good to be different and in challenging times, gyms have to find creative ways to compete.

Members are seeking experiences beyond those they enjoyed pre-pandemic and these new types of engagement are driving member retention and acquisition.

Looking at the gym’s ecosystem is key to delivering a heightened experience, but where do you start?

“A gym experience is about more than just equipment – it involves the club’s concept and values; its people; the layout and the technology – it’s about bringing these elements together to create a holistic solution,” says Marvin Burton, Life Fitness international customer experience and training specialist.

At Life Fitness, this process starts with collaborative workshops; working with customers to understand how they view their brand and offering and where they want to take it.

Life Fitness Experience Hubs are one of the tools used for this. The Experience Hub Barcelona serves the European region to not only showcase what the organization does, but also how its solutions connect with customers’ stories.

Turning concept into reality
Establishing a brand’s ethos and values is the first step, but this needs to be well-executed. “There’s no right or wrong; our role is to help customers establish what’s best for their brand,” explains Burton.

“Staff from all departments and seniority levels should join in this process, as each one will engage with the facility and its members differently.”

Involving the team also encourages staff buy-in, “Many people are naturally resistant to change, so involving them generates positive engagement and helps establish USPs.”

Understanding external best practice is also important, and to assist with this, Life Fitness benchmarks within the fitness industry and also outside of it: “Our sector is relatively young, and we can learn a lot from other industries, such as hospitality and retail, where customer experience is a number one priority,” says Burton.

A network of experts
“We know we can’t do it all, so we co-create – not just with our customers, but with other suppliers to deliver a coherent, quality experience,” he explains.

From interior design to app development; audio visual to body scanning technologies; Life Fitness has partnerships with third party suppliers to help clubs create unique experiences. Through open APIs, Life Fitness digital solutions also link to third party technologies to improve UX functionality.

“Be proud of what makes you unique,” Burton concludes. “Our industry is very competitive, and it’s easy to look at what others are doing well and think you need to replicate it. Your club’s values should run through everything you do and that will strengthen customer buy-in.”

More: www.lifefitness.com

Photo: Life Fitness

"There’s no right or wrong; our role is to help customers establish what’s best for their brand" – Marvin Burton, Life Fitness international customer experience and training specialist

Top 5 tips
The Life Fitness guide to futureproofing your gym
1. Ask ‘why?’ five times

Too often, decisions are made without enough reasoning and it’s easy to be influenced by opinions. Asking why? multiple times helps overcome this.

2. Break down your customer journey roadmap

Explore this as a series of processes, then look at how these overlap to determine your full member journey. Define your online enquiry process; member joining journey; group exercise booking experience; even your cancellation process – you never know when a member might return and all these experiences combine to leaving a lasting memory.

3. Futureproof your facility

Fitness trends change, and gyms need to keep up with member demands. Establishing a layout and ecosystem that’s flexible and adaptable will aid your club’s ability to stay on-trend.

4. Gather staff feedback

Your workforce will have valuable insights and Impact Mapping is a way to collate this feedback. Explore the feasibility of implementing something based on agreed criteria and the result is a series of proactive short-, medium-, and longterm outcomes that staff will feel invested in.

5. Use your data!

Gyms generate a wealth of information, and this should be used to guide new plans. Core member information should be easily available from a CRM, but you can explore other insights such as equipment usage, class attendances, and informal interviews, which are all helpful ways to assess member and staff culture.

Find out more

To find out how Life Fitness can help you create a unique experience for your members, go to www.hcmmag.com/LifeFitness8 or scan the QR code.

Sign up here to get Fit Tech's weekly ezine and every issue of Fit Tech magazine free on digital.
Gallery
More features
Editor's letter

Into the fitaverse

Fitness is already among the top three markets in the metaverse, with new technology and partnerships driving real growth and consumer engagement that looks likely to spill over into health clubs, gyms and studios
Fit Tech people

Ali Jawad

Paralympic powerlifter and founder, Accessercise
Users can easily identify which facilities in the UK are accessible to the disabled community
Fit Tech people

Hannes Sjöblad

MD, DSruptive
We want to give our users an implantable tool that allows them to collect their health data at any time and in any setting
Fit Tech people

Jamie Buck

Co-founder, Active in Time
We created a solution called AiT Voice, which turns digital data into a spoken audio timetable that connects to phone systems
Profile

Fahad Alhagbani: reinventing fitness

Alexa can help you book classes, check trainers’ bios and schedules, find out opening times, and a host of other information
Opinion

Building on the blockchain

For small sports teams looking to compete with giants, blockchain can be a secret weapon explains Lars Rensing, CEO of Protokol
Innovation

Bold move

We ended up raising US$7m in venture capital from incredible investors, including Andreessen Horowitz, Khosla Ventures, Primetime Partners, and GingerBread Capital
App analysis

Check your form

Sency’s motion analysis technology is allowing users to check their technique as they exercise. Co-founder and CEO Gal Rotman explains how
Profile

New reality

Sam Cole, CEO of FitXR, talks to Fit Tech about taking digital workouts to the next level, with an immersive, virtual reality fitness club
Profile

Sohail Rashid

35 million people a week participate in strength training. We want Brawn to help this audience achieve their goals
Ageing

Reverse Ageing

Many apps help people track their health, but Humanity founders Peter Ward and Michael Geer have put the focus on ageing, to help users to see the direct repercussions of their habits. They talk to Steph Eaves
App analysis

Going hybrid

Workout Anytime created its app in partnership with Virtuagym. Workout Anytime’s Greg Maurer and Virtuagym’s Hugo Braam explain the process behind its creation
Research

Physical activity monitors boost activity levels

Researchers at the University of Copenhagen have conducted a meta analysis of all relevant research and found that the body of evidence shows an impact
Editor's letter

Two-way coaching

Content providers have been hugely active in the fit tech market since the start of the pandemic. We expect the industry to move on from delivering these services on a ‘broadcast-only’ basis as two-way coaching becomes the new USP
Fit Tech People

Laurent Petit

Co-founder, Active Giving
The future of sports and fitness are dependent on the climate. Our goal is to positively influence the future of our planet by instilling a global vision of wellbeing and a sense of collective action
Fit Tech People

Adam Zeitsiff

CEO, Intelivideo
We don’t just create the technology and bail – we support our clients’ ongoing hybridisation efforts
Fit Tech People

Anantharaman Pattabiraman

CEO and co-founder, Auro
When you’re undertaking fitness activities, unless you’re on a stationary bike, in most cases it’s not safe or necessary to be tied to a screen, especially a small screen
Fit Tech People

Mike Hansen

Managing partner, Endorphinz
We noticed a big gap in the market – customers needed better insights but also recommendations on what to do, whether that be customer acquisition, content creation, marketing and more
More features