Articles
Frequently I am commissioned to write articles for a broad range of magazines and journals. You will find the vast majority of these articles in this and the ‘Projects‘ section of part of my website.
Compelling strategic insight for organisations connected to the global health & fitness industry
Recent Articles
Il Nuovo Club magazine – European Health Club Industry Web and Social Media Report – Part 2
This is the second article published by Il Nuovo Club magazine. Click on 'expand' to read the full article.
Il Nuovo Club magazine – European Health Club Industry Web and Social Media Report – Part 1
Il Nuovo Club magazine in Italy requested permission to reproduce parts of my 2011 European Health Club Industry Web and Social Report for their magazine. Two articles were produced. This is the first.
Looking through the froth to find the cause at Starbucks
Brands with a cause was my recent plea (see: what does my brand stand for? Leisure Report January 2008). Let us ignore the companies bordering on the irrelevant and connect with those that genuinely stand ... Read more »
What does my brand stand for?
As we say farewell to 2007, just over 16,000 UK companies did not plan a Christmas party. Instead, an insolvency practitioner was surgically extracting every pound of value for beleaguered creditors of these failed companies. ... Read more »
Low prices everywhere
So, are you a Waitrose or a Lidl shopper? A few years ago, you would have been one, neither, but certainly not both. How things change. Now, British consumers are running rings round marketers by ... Read more »
What does my brand stand for?
As we say farewell to 2007, just over 16,000 UK companies did not plan a Christmas party. Instead, an insolvency practitioner was surgically extracting every pound of value for beleaguered creditors of these failed companies. ... Read more »
Start the digital dialogue
When Tim Berners-Lee invented the World Wide Web at CERN in Switzerland in 1991, we wonder if he envisioned a future where consumers would harness its coalescent power to bargain down the price of virtually ... Read more »
Ignore the online buzz at your peril
Ignore the online buzz at your peril Create an enthusiastic customer in the new digital age of user-generated web content and you have an unpaid evangelist who can authentically speak about the merits of your brand. ... Read more »
It’s the trend of the world
Most leisure organisations are aware of the need to 'trend watch'. For some, it will be a strategic imperative, while others will treat it more as a 'nice to do' at an annual planning event. ... Read more »
Health clubs need to know their market position
What does your club stand for? It sounds like such an innocent question, but scratch deeper and it reveals some fundamental truths about the long-term strategy and prospects for a club. A few years ago ... Read more »
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2011 Global Low-cost Gym Sector Report – now published
My new report into the international growth of low-cost gyms is now published. You can register for a complimentary copy of the report by joining the report group. There is a one-time registration after which you will become a permanent member of the Oxygen Consulting Think Tank.
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