The best way to predict the future is to invent it

by Analee Matthews | Friday, April 15, 2011

By Helen Jones, freelance editor

These were the wise words from business management expert Justin Tamsett, at the FILEX 2011 Business Summit, which was held today in Sydney to kick off the weekend of events. Justin brought along a panel of experts to discuss what the fitness industry will look like in 2016.
The main answers we heard were independent gyms will consolidate, as they won’t be able to keep up with the chains. The only way to stand strong will be to do something a bit different, be aware of the competition, and be a bit more creative – ideas could include lower cost marketing options and coming up with original ways to motivate consumers. 24-hour gyms and Crossfit are great examples of unique services.

Customers will stick with you if you deliver on the things they’re looking for such as a good atmosphere, new technology, helpful staff, competitions, a good nutrition program, incentives, etc. Every club needs to be consistent in their offerings, and if you’re not a high-end club or a budget gym, you need to act very smartly and effectively.

Also, more aspects of the service, such as joining, will move online as customers begin to self-serve. At the moment, gyms are terrible with technology and the industry is mainly customer facing. You need to set yourself apart with more online and social media interaction.
Will people actually pay a joining fee in 2016? Perhaps this is something that could have fazed out by then. Members typically say this is one of the top things they don’t want, but what they do want is personal training – and the key in making personal training affordable is with 30-minute sessions and small group training. The consensus was to not sell PT to the customer straight away though; wait until the customer has signed up and is on their induction.

Justin’s expert panel consisted of Tony from Fit n Fast Gyms, Jess from Energy Fitness Centre, Trent from Ezypay, Jad from New Dimensions Health Club and Emmett from Creative Fitness Marketing.
 
The FILEX education continues at The Convention Centre in Sydney all over the weekend.

Posted by: Kym Wimbis | 15-Apr-2011 09:59 AM |

Hi Helen, I am a big fan of that quote (the best way to predict the future is to invent it) which is actually, originally, from computing guru Alan Kay. So when I saw the headline I had high hopes for the article... unfortunately "being a bit different"
and a "bit more creative" is not really that inventive in my view. In fact everything mentioned in the article someone is doing right now. Don't get me wrong incremental innovation is important but it is the cost of doing business and won't provide a competitive
advantage in the market place... at least not a sustainable one. To truly "invent the future" the offering needs to be an order of magnitude better than the existing offering and not simply "a bit better".

Posted by: Ariel Gonzalez .Motivate You Fitness & Personal Training in Liverpool www.motivateyou.com.au | 26-Apr-2011 03:17 PM |

Interesting point about making personal training "affordable". Traditionally the area we service is considered low socio-economic and whilst one would always love more business we are doing ok. The point im making is that people WILL find the money if
they are dissatisfied enough with their weight or poor health, and you can show them the VALUE of what you are charging what you charge. I think working on this is often considered too hard by fitness professionals, so 30 minute sessions is an easy alternative.
We also do not work with a gym, and provide "in home" training, and I see this market will contue to grow as time poor peopel try and leverage their time.