The fitness industry is in constant flux. Year after year, new technologies, programs, equipment and more come into favor, making it vital as a health club operator to stay abreast of the latest trends.
With this in mind, The Houstonian Club’s Cher Harris (the September 2019 cover story) recently shared the top industry trends she’s keeping an eye on. In her own words, glean her insights below:
Augmented Reality and Virtual Reality
Augmented reality and virtual reality have enormous potential in the fitness industry. The use of AR and VR can give your members a lifelike impression of your fitness facility before they even step foot inside — differentiating your club from your competition while helping your customers make an intelligent and inspired decision about their health.
Customized Experiences
Data-driven personalization has become increasingly important in all industries and in a time of heightened data security with Payment Card Industry (PCI) and GDPR regulations. As technology continues to improve, we will be able to leverage the digital investments we have made in order to offer customized experiences for our individual members — keeping in mind how our members will react to personal profiling and data security.
Adding Greenery and Embracing Sustainability
Even though we are in the business of promoting the wellbeing of the individual, we can’t forget about the wellbeing of our environment. Younger generations are demanding businesses focus on sustainability and the effect they have on the environment. Promoting reusable water bottles, installing LED lighting, purchasing compostable or recyclable consumable items and providing recycle containers are just a few ways to reduce your club and members’ carbon footprint. Adding more greenery to your club not only creates a welcoming environment, but improves the air quality by reducing carbon dioxide levels, increasing oxygen and humidity. Bring the outside in, especially if you are in environments with harsh weather changes where members are forced to workout indoors.
Socialization and Social Media
Design multi-use areas which foster a sense of community where members can socialize with each other and network. Seek out partnerships with other local businesses and excursion providers to provide your members with once-in-a-lifetime experiences that venture beyond your club. Members are looking for more than just a workout from your club, they are looking for memorable experiences they can share with their friends and family via social media. Many are seeking out Instagram-worthy moments.
Recovery and Rest
Recovery has been the buzz word in the fitness industry for the last five or so years now, and will continue to evolve with the introduction and more experimentation with non-psychogenic CBD products, mediation, relaxation and mindfulness.
What industry trends are you keeping an eye on? Share in the comments.
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
