Years ago, when it came to competition, clubs were only concerned if a club down the street opened up. Today, competition can come from anywhere, including your members’ phones.
Erin Kelly, the senior director of national accounts for Les Mills, discusses this challenge in a recent webinar hosted by Club Solutions concerning exercise innovations. According to Kelly, “Technology is changing faster than any of us would like it to, in good ways and challenging ways. And our industry is feeling the effects of that.”
What’s driving this trend? Millennial consumers, which now make up the largest demographic group in the U.S. “And if you don’t have a really proactive strategy for how you’re going to attract millennials to your facility and keep them there … there’s a lot of technology components to that,” said Kelly. “You innovate or you die.”
How can clubs respond to this shift and be innovative? According to Kelly, there are three easy opportunities clubs can use to navigate this shift:
- Virtual fitness
- Immersive
- On-demand fitness
In the webinar, Kelly provides insights on these three opportunities clubs can take advantage of to ensure they don’t get left behind.
In summary, said Kelly, “The technology disruption happening in the industry does not have to be a threat; it can be an opportunity. Ensure you’re a part of this trend, not a bystander.”
Watch the full webinar here.
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
