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The shape of the leisure industry in 2019...

leisure-predictions

Year-on-year, Brits are taking more heed to their health and fitness, with over 4.2 million committed to Dry January in 2019 – an additional 1.1 million more than last year.

However, whilst consumers may have good intentions, over half will have stopped using their new gym membership by the end of the month. To gain and retain new customers, here are the industry predictions that could really make a difference to your business… 

 

Will on-demand fitness mean the end of contracts?

With comparisons to the likes of Netflix, fitness membership platform – MoveGB – could very well revolutionise how digital consumers workout in 2019, and it looks like it may be a contract-less future.

From their own research, MoveGB found that what customers want most is flexibility, leading them to team up with over 6,000 centres across the UK to offer just that under a single membership.

By offering its users a “tap-and-go” app service, they claim that gym operators receive “loyal long-term customers” who remain active for longer – therefore making them more valuable.

In fact, as their findings show, MoveGB’s so-called Movers tend to “stay active four times longer than single venue users”, demonstrating the value in this innovative business model.

So, what can you learn from this?

First and foremost, your members are interested in a customer experience that offers variety. They want to dabble in different leisure classes, activities and workouts until they find the right one – or the right combination of ones – that will work for them.

Technology also plays an invaluable role with this, given that 78% will use their smartphone to receive customer service and support, rising to 90% amongst millennials.

 

Filling the generation gap

Brands from every industry are seeing the benefit in tailoring packages to suit customer types, rather than adopting a one-size-fits-all approach.

For leisure, this will mean reaching out to “Generation Inactive” – i.e. the UK’s young people population, who are currently living sedentary lives and failing to meet the recommended levels of physical activity – as well as working professionals and the over-55s.

Office workers will typically spend three-quarters of their day sat down, which can contribute to a range of “preventable health conditions and is considered by health experts to be just as dangerous as smoking.

It’s estimated that one in four women and one in five men are classed as “physically inactive” in England, performing less than 30 minutes of moderate exercise per week, costing the UK approximately £7.4 billion a year.

In your brand communications, it’s important to share your expertise and knowledge to inform your contacts about the benefits of regular exercise, such as:

 

 

 

Leisure to take over the high street

With a number of big brand retailers seeing high-profile store closures in 2018, it’s certainly not new news that the high-street is facing its greatest shake-up for decades. However, it seems that where retail is moving out, leisure is moving in.

One main reason for this is the growth of the online model, which has affected every industry to some extent.

To offer a customer experience that simply can’t be obtained through a screen, many are now reinventing themselves in new and unheard of ways, with Debenhams going so far as to open their first in-store gym.

For which CEO – Sergio Bucher – provided the following comment, that by "adding a highly innovative leisure facility to our stores”, they hope to “deliver social shopping” to their customers.

The lesson from this is to think outside of the box when it comes to your location, working with local businesses within your area to create “destinations”.

Gym operators are also predicted to move away from seeing their facility floorspace in terms of multi-functional purposes, and towards creating “immersive experiences” that include fittertainment elements, such as: technology, lighting and entertainment.

 

Fitness gets LIIT

Despite HIIT continuing to grow and expand in the new year, you can expect to see its rival – LIIT (Low Intensity Interval Training) – to appear in many studios throughout 2019.

These classes typically consist of “intervals of exertion followed by intervals of rest” but without the element of harsh impact afforded by a HIIT workout – claims founder of FLY LDN, Charlotte Cox.

So, whilst LIIT routines carry a reduced risk of injury, they produce equally impressive results from the added burn of using heavier weights with slower movements.

Likewise, just as spinning rose to fame amongst fitness fanatics, the spotlight is now on rowing and the benefits it can offer, with many already hooked to this classic workout.

Boutique rowing studios have sprung up across the country, and classes have been developed to provide a full rowing session, or to include it as part of a wider range of exercises in circuit formats.

 

In-house injury recovery and mental well-being

Each year, millions of Brits will push themselves too far to shed those extra few pounds or move up to that next weight class, with 41% suffering from “gym-juryin their quest to achieve their goals.

A large proportion of the population want to see instant results – no matter the consequences – which is shown by the fact that 9% will carry on working out despite being in “excruciating pain, whilst a further one in ten have had to consult a medical practitioner at least once following a session at the gym.

Experts believe that leisure operators will become more involved in injury recovery in 2019, as this level of after-care service provides them with the opportunity to further enhance their proposition and their customers’ experience.

Mental well-being is another area that will receive especial attention, considering that one in four Brits experience a mental health problem per year.

For more information on how this relates to the fitness industry, click here.

 

Tell me more

Segmenting your customers by demographics enables your business to send relevant content that really hits the mark and leaves consumers wanting more.

To find out what BriefYourMarket.com’s multi-channel marketing platform can do for you, contact our team on 0344 800 84 24.

Referrals | Brexit | Tenant fee ban
A snapshot of 2019 for hospitality professionals

The BriefYourMarket.com blog

This is some blog description about this site

The shape of the leisure industry in 2019...

leisure-predictions

Year-on-year, Brits are taking more heed to their health and fitness, with over 4.2 million committed to Dry January in 2019 – an additional 1.1 million more than last year.

However, whilst consumers may have good intentions, over half will have stopped using their new gym membership by the end of the month. To gain and retain new customers, here are the industry predictions that could really make a difference to your business… 

 

Will on-demand fitness mean the end of contracts?

With comparisons to the likes of Netflix, fitness membership platform – MoveGB – could very well revolutionise how digital consumers workout in 2019, and it looks like it may be a contract-less future.

From their own research, MoveGB found that what customers want most is flexibility, leading them to team up with over 6,000 centres across the UK to offer just that under a single membership.

By offering its users a “tap-and-go” app service, they claim that gym operators receive “loyal long-term customers” who remain active for longer – therefore making them more valuable.

In fact, as their findings show, MoveGB’s so-called Movers tend to “stay active four times longer than single venue users”, demonstrating the value in this innovative business model.

So, what can you learn from this?

First and foremost, your members are interested in a customer experience that offers variety. They want to dabble in different leisure classes, activities and workouts until they find the right one – or the right combination of ones – that will work for them.

Technology also plays an invaluable role with this, given that 78% will use their smartphone to receive customer service and support, rising to 90% amongst millennials.

 

Filling the generation gap

Brands from every industry are seeing the benefit in tailoring packages to suit customer types, rather than adopting a one-size-fits-all approach.

For leisure, this will mean reaching out to “Generation Inactive” – i.e. the UK’s young people population, who are currently living sedentary lives and failing to meet the recommended levels of physical activity – as well as working professionals and the over-55s.

Office workers will typically spend three-quarters of their day sat down, which can contribute to a range of “preventable health conditions and is considered by health experts to be just as dangerous as smoking.

It’s estimated that one in four women and one in five men are classed as “physically inactive” in England, performing less than 30 minutes of moderate exercise per week, costing the UK approximately £7.4 billion a year.

In your brand communications, it’s important to share your expertise and knowledge to inform your contacts about the benefits of regular exercise, such as:

 

 

 

Leisure to take over the high street

With a number of big brand retailers seeing high-profile store closures in 2018, it’s certainly not new news that the high-street is facing its greatest shake-up for decades. However, it seems that where retail is moving out, leisure is moving in.

One main reason for this is the growth of the online model, which has affected every industry to some extent.

To offer a customer experience that simply can’t be obtained through a screen, many are now reinventing themselves in new and unheard of ways, with Debenhams going so far as to open their first in-store gym.

For which CEO – Sergio Bucher – provided the following comment, that by "adding a highly innovative leisure facility to our stores”, they hope to “deliver social shopping” to their customers.

The lesson from this is to think outside of the box when it comes to your location, working with local businesses within your area to create “destinations”.

Gym operators are also predicted to move away from seeing their facility floorspace in terms of multi-functional purposes, and towards creating “immersive experiences” that include fittertainment elements, such as: technology, lighting and entertainment.

 

Fitness gets LIIT

Despite HIIT continuing to grow and expand in the new year, you can expect to see its rival – LIIT (Low Intensity Interval Training) – to appear in many studios throughout 2019.

These classes typically consist of “intervals of exertion followed by intervals of rest” but without the element of harsh impact afforded by a HIIT workout – claims founder of FLY LDN, Charlotte Cox.

So, whilst LIIT routines carry a reduced risk of injury, they produce equally impressive results from the added burn of using heavier weights with slower movements.

Likewise, just as spinning rose to fame amongst fitness fanatics, the spotlight is now on rowing and the benefits it can offer, with many already hooked to this classic workout.

Boutique rowing studios have sprung up across the country, and classes have been developed to provide a full rowing session, or to include it as part of a wider range of exercises in circuit formats.

 

In-house injury recovery and mental well-being

Each year, millions of Brits will push themselves too far to shed those extra few pounds or move up to that next weight class, with 41% suffering from “gym-juryin their quest to achieve their goals.

A large proportion of the population want to see instant results – no matter the consequences – which is shown by the fact that 9% will carry on working out despite being in “excruciating pain, whilst a further one in ten have had to consult a medical practitioner at least once following a session at the gym.

Experts believe that leisure operators will become more involved in injury recovery in 2019, as this level of after-care service provides them with the opportunity to further enhance their proposition and their customers’ experience.

Mental well-being is another area that will receive especial attention, considering that one in four Brits experience a mental health problem per year.

For more information on how this relates to the fitness industry, click here.

 

Tell me more

Segmenting your customers by demographics enables your business to send relevant content that really hits the mark and leaves consumers wanting more.

To find out what BriefYourMarket.com’s multi-channel marketing platform can do for you, contact our team on 0344 800 84 24.

Referrals | Brexit | Tenant fee ban
A snapshot of 2019 for hospitality professionals
 
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