Using Technology for Future Growth

Mike Alpert, the chief operating officer at Smart Health Clubs, shares how to choose technology platforms that will help your club get to the next level.

It would be hard to deny the important role technology plays in the business world today and our industry is no exception. One challenge can be the number of choices you have to consider from club operating systems that manage billing and member management, and mobile and web apps. The options give your members the ability to purchase products and services or to book classes, view videos, reserve courts and many other functions beneficial to your club like digital marketing, hiring a service provider and running robust camps and tennis operations.

The problem is member-facing software apps generally are solving only one or two problems, making it necessary for a club to use multiple apps to meet their members’ needs. This makes it very confusing and time consuming where the member wants something that is simple to navigate through and efficient.

An app should not be looked upon as an additional expense but rather the value it gives your members and the new sources of revenue and net income it can drive.

Thriving and not simply surviving in the health club and fitness industry today is very different than it was just two years ago. Back then it was membership sales and non-dues revenue from the basics — personal training, Pilates, swim and tennis lessons, and seasonal camp revenue. Although these non-revenue sources are critical and will continue to be well into the future, there are new forms of community, corporate, health and well-being revenues available.

Many businesses are faced with the challenge of acquiring and retaining quality staff and controlling labor costs. Take a look at health care. In order for physicians to accommodate their patient loads in a more cost effective way, we are seeing a surge in telehealth. Patients are speaking with physician assistants and nurse practitioners for minor symptoms. The demand by the consumer for the digital delivery of wellness and fitness solutions is opening the door for health clubs.

Think about a technology platform and business model that enables the fitness and health care industries to engage and work together to support communities and employers across the country for the delivery of lifestyle care programs and services. There is a large market in your community that is in need of your services. Many will want them delivered in the privacy of their own homes, and some will then eventually become members of your club.

Today more than ever, you must really focus on what distinguishes you from your competition and what gives you your competitive advantage so to speak. Use your vision and choose the technology platforms that help you get to the next level. Be the true leader in your community that leads the way.