One of the most positive shifts during HealthSeeker discussions is the focus on the 85% of the population who do not have a gym or health club membership.
To push this movement forward, we need three tiers of education, along with collaboration and coaching.
Today, let’s talk about education.
Rethinking the Fitness Industry
The fitness industry has traditionally focused on the 15% (now 15.9% according to the latest Leisure DB report) who are already active. The goal has been to help the fit get fitter, competing for the same demographic and often poaching members from other clubs. The low-cost model has exacerbated this, with budget clubs 'stealing' members from incumbents who then try to win them back.
Many see the ‘pivot to health’ as a way to bring ‘the 85%’ into our leisure centres, gyms, and health clubs. However, as Andy King suggests on The Conveners podcast, the term pivot could be replaced with "broaden" or "transform." Most HealthSeekers are not interested in working out, exercising, or ‘doing sport.’ No amount of pivoting, transformation, or special offers will change that.
Many see the ‘pivot to health’ as a way to bring ‘the 85%’ into our leisure centres, gyms, and health clubs. However, as Andy King suggests on The Conveners podcast, the term pivot could be replaced with "broaden" or "transform." Most HealthSeekers are not interested in working out, exercising, or ‘doing sport.’ No amount of pivoting, transformation, or special offers will change that.
