A Better Experience for the Consumer

You’ve heard it over and over again: Technology is crucial. It is what’s driving businesses and making the world go around. But how exactly is it doing that? Why is it so critical to incorporate technology into your operations and keep up with everyone else? There are several important factors to consider.

First, everything is mobile now. You can bank on your phone, order food and have a car pick you up in mere minutes. Users also use their mobile and wearable devices to not only track their fitness, but to get coaching virtually. Mobile is taking over. At a bare minimum, clubs need to create a user interface for mobile devices to stay relevant. Creating that convenience is key.

Second, apps are now competition for us. Through their mobile devices, consumers can get personalized coaching and nutrition consulting. We can utilize this threat as an opportunity to expand and flourish in that sector of the market. Fitness services and products need to be personalized for the consumer, and apps are doing just that. But so can we. Don’t bundle services offered, but rather let them choose exactly what they want.

According to the 2016 Fitness Technology Trend Report, consumers want self-service. Text messaging and social media are their platforms of choice for communication. Social media alone is crucial, and another necessary tool for interacting with your customers. It is also the best marketing tool.

Bottom line, integrating technology into your operations (and not losing the human touch) leads to a better experience for the consumer, as well as a longer customer life cycle. It gives them a more personalized service and gets you higher revenue.

If you’re looking for tools to help you further implement technology or address the current trends, the Fitness Industry Technology Council (FIT-C) and Wellness Force are two phenomenal resources. The fact is, you can’t afford to wait to incorporate technology into your business.

 Lindsey Rainwater is a consultant and coach, currently working with the Fitmarc team to provide solutions for health clubs via group exercise. For more information email lindsey@getlesmills.com.

Lindsey Rainwater

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Lindsey Rainwater is an experienced business advisor, executive coach and the founder of The Women in Fitness Association (WIFA). WIFA is the global association supporting women in their career trajectory helping them rise to their fullest potential in business and life.