Why Quality Group Fitness Programming Is So Important To Facilities In 2013

/

Well its 2013, and the rush for health club memberships is on (see Regulars Bemoan Influx Of New Members) as people embrace their new years resolutions to keep fit and be healthy. With annual membership attrition rates exceeding 40% for most fitness facility operators, however, the question I have is, "what do you do when the membership rush is over?".

With any business, keeping a close eye on industry trends is a good idea to be competitive in the long term. IHRSA's recent 2012 Health Club Consumer Report provides some interesting information on key trends. I suggest you get your hands on a copy.

Most notable in the report are the fitness classes and group fitness trends . Did you know the most affluent health club members are those that participate in group fitness classes ? From 2009 - 2011, growth in fitness programs set to music soared over 15% and mind body and yoga classes grew 17%. There are a number of other interesting trends, including the growth of small group training formats.

With the market increasingly going through a "consumer hour glass" or "bifurcation" trend, if you are not either a low cost or key club competitor, offering very compelling group programming that addresses overall trends is very important to your success as a health club or as any fitness facility.

If you'd like to learn more about how you can enhance your group program offerings at your facility please let me know. We'd be happy to help. Keep an eye out for my upcoming report on Group Trends as well to learn more.

What do you think about these group fitness trends and the 2012 IHRSA Report ? Let me know your thoughts and happy new year !

About the author:

Bryan O’Rourke is a health club industry expert, technologist, financier, shareholder and executive in several fitness companies. He works for Fitmarc, which delivers Les Mills programs to over 700 facilities in the US. He advises successful global brands, serves as a member of the GGFA Think Tank and serves as CEO of the Fitness Industry Technology Council. To learn more contact Bryan here today .

 

Business Is Increasingly Social - Is Your Organization Tapping In ?

/

Things are really changing and the pace of change is only going to accelerate. In order for organizaitons to meet this change they must rethink the way they function. Technology continues to shift power to the consumer and the adoption of tablets, mobile, and social networks have resulted in new variables around customer experience via digital channels. Businesses can not simply reengineer their current processes and methods; they must embrace things in  totally new ways.

The recent video content around salesforce.com glimpses into a future where business is increasingly social. As a result how technology is adopted is essential for success. A large number of progressive business leaders contribute to this video and I recommend it highly for being thought provoking. You see the world is changing and the way we service and engage our customers has to change along with it.

How do you view changes in your organization ? Is your technology platform at the center of your future ? Is profound organizational change central to your future ? It better be. I'd love to hear what you think. Thanks for visiting.

About the author:

Bryan O’Rourke is a health club industry expert, technologist, financier, shareholder and executive in several fitness companies. He works for Fitmarc, which delivers Les Mills programs to over 700 facilities in the US. He advises successful global brands, serves as a member of the GGFA Think Tank and serves as CEO of the Fitness Industry Technology Council. To learn more contact Bryan here today .

As 2013 Approaches Is Your Mind Open To A Radical New Future ?

/

Our culture is increasingly digital, millennials are a larger global group than boomers so consumers are changing, and technology is revolutionizing industry after industry. When looking ahead to 2013 and beyond, how can you keep pace with the massige degree of change that is happening and is only going to increase ?

The answer lies in keeping an open mind. In my past post, How Does The Fitness Industry Change Its Mindset, I share specific examples of how organizations can maintain openness while forever searching the horizon for what is emerging.

As you prepare for 2013 how are you keeping an open mind ? Watch Google's recent Zeitgeist 2012 video for a year in review below. I think it provides a great perspective and is evidence that the world is indeed changing at a breakneck pace. Keep on searching. I look forward to your thoughts.

About the author:

Bryan O’Rourke is a health club industry expert, technologist, financier, shareholder and executive in several fitness companies. He works for Fitmarc, which delivers Les Mills programs to over 700 facilities in the US. He advises successful global brands, serves as a member of the GGFA Think Tank and serves as CEO of the Fitness Industry Technology Council. To learn more contact Bryan here today .

 

3 Days In Sydney With Blue Fitness And Others - The Influence Of Australian and New Zealand Players On The Fitness Business Is Notable

/

After visiting and meeting many industry friends and associates in Australia when I spoke at FILEX in 2010, I knew I'd enjoy visiting there again one day. FILEX is such a great event, and Nigel and Lisa Champion do such an outstanding job with the conference. I highly recommend it for anyone who can attend. Unfortunately for me I had only 3 days the week before our US thanksgiving recently and a lot on my plate with Ben Davies and Simon Hall of Blue Fitness, among a few other important tasks.

Among the many things Ben and his company does, supporting and distributing Star Trac Fitness products is one of the most important. With the approaching launch of the treadclimber and other products, the market for Star Trac is really starting to heat up there. With a background that started with YMCA operations in Auckland, NZ, another connection we shared because of his familiarity with New Zealand based Les Mills , Ben has a broad grasp of fitness and recreation facility management, operations and marketing. I'd also collaborated with Simon Hall before during his tenure at EZ Pay . It was great seeing them and others during the brief trip and it brought to mind an important question I had thought about during my previous visits.

What is really interesting to me is how incredible the NZ and AU fitness and health club market are. With a population of 23 million in Australia and another 4.5 million in New Zealand the impact of their marketplace is felt around the world. There are so many professionals and influencers in the club business that created brands and are a part of the global landscape of fitness and wellness its really amazing. Les Mills is one and leaders like Mark Smith, Tony de Leede, Geoff Dyer, Nigel Champion, Phillip Mills, Sarah Robb O'Hagan and many others (my friend Laureta Stace for one) , is exceptional. I think that given the continued rise of the Asia Pacific these markets and the leaders born from them will continue to have an increasing imapct on the global marketplace. Do you agree ?

Tell me, Bryan O'Rourke, why do you think the Australian and New Zealand markets have such a profound influence in the health club industry ? Do you agree with this thesis ? What do you think is the reason for this ? I look forward to your thoughts.

About the author:

Bryan O’Rourke is a health club industry expert, technologist, financier, and shareholder and executive in several fitness companies. He advises several successful global brands, serves as a member of the GGFA Think Tank and serves as CEO of the Fitness Industry Technology Council. To learn more contact Bryan here today .

NEWISM An Important Trend For 2013 and Beyond - GET THE FREE REPORT

/

What's new ? That is what consumers want to know. In the report: (GET YOUR FREE COPY: 6 Forces Making NEWISM Relevant )  I share some thoughts on the NEWISM trend.

Brands like Fresh Fitness, Orange Theory, and Les Mills , among others, are all tapping into this trend in many ways in order to increase the relevance of their brands . Why ? What is new is FRESH and something to be EXCITED about. New technologies, changing consumers and innovation are all contributing to NEWISM. Its the secret sauce that some people really love.

What is causing this trend to be relevant ? 6 Drivers:

1. Creative Destruction;

2. The World Is Going Faster;

3. People Are Experience Cramming;

4. Consumers Are Into Status Streaming;

5. A New Class Of Trysumers Has Emerged; and

6. To Have Is To (H)OLD: STUFF isnt what it used to be.

Not all consumers or brands will be impacted by this trend but the surge in the Micro-Gym Market, Mobile Applications and High Intensity Training, in addition to other examples, are all emerging in connection with the NEWISM trend.

Check out the presentation below. You can get a copy for FREE: its embedded in this post.  Please share the content via your social networks if you like it. More importantly PLEASE tell me what YOU think about the NEWISM trend and its 6 drivers. Thank you for your interest !

About the author:

Bryan O’Rourke is a health club industry expert, technologist, financier, and shareholder and executive in several fitness companies. He advises several successful global brands, serves as a member of the GGFA Think Tank and serves as CEO of the Fitness Industry Technology Council. To learn more contact Bryan here today .