New report advises mid-market health clubs of urgent need to shake-up traditional business models Warns of growing competition from all sides without growth in customer base Recommends that clubs clearly define what they stand for Advises clubs to avoid simple price-cutting to compete and instead re-think long term direction Report published Friday December 11th, ...
Marketing insight
Leisure Industry Week Presentation by Ray Algar
Below is a copy of the presentation I delivered at Leisure Industry Week in Birmingham during September 2015. The presentation theme was looking at how the health and fitness industry is evolving and how a wide range of fitness substitutes are challenging legacy clubs. Jak Phillips from the Leisure Media Company ...
Major fitness brands set to transform gym experience, says industry report
The biggest, most popular names in the fitness industry – names such as LA Fitness, Fitness First, Anytime Fitness and Sports Direct - are likely to bring major improvements to what they offer consumers during 2015, some of them virtually reinventing themselves, predicts a major new, 38 page report into ...
Why can’t corporate communications all be as good as this?
My thanks to Dave Stalker, CEO at the Fitness Industry Association who first put me on to this video. Produced by: Ogilvy & Mather Taiwan
Who Really Cares That This Business Has Now Closed?
I live in Brighton on the South coast of England. In December last year a new café was opened by a husband and wife team. The UK was just emerging from recession and the last thing that Brighton really needed was another café. I remember dropping by during the opening ...
So this is how you encourage people to take the stairs
This is so clever – changing peoples behaviour through fun: http://www.youtube.com/watch?v=2lXh2n0aPyw
Personalised service included as standard at ‘budget’ citizenM hotel
Last week I was off to see a new client in Amsterdam and took the opportunity to stay at the new citizenM hotel. CitizenM is priced as a budget hotel, but is spectacularly different. Just take a look at the attached picture which is a screen-shot taken from the website, ...
How do you REALLY feel about obese people?
Fitness First was once accused of preferring thinner people when recruiting for gym staff. The claim caused quite a debate at the time. So, here is a scenario for you. There are two candidates applying for a single role and they are both very strong with similar qualifications, experience and ...
What UK consumers think about long-term health club contracts
Recently, I was trying out the new web-based survey service from Toluna and wanted to understand more about what UK consumers felt about long-term (3-year) gym contracts. I asked 2,000 UK consumers a series of five questions. This graph illustrates their preference for five different price scenarios ranging from a simple ...
Radiant Gym Ad – India
Clever ad for the Radiant Gym in India. Strapline - 'Are you today twice the man you used to be'. ...not quite, but give me a few more months!
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