At its core, the fitness industry is, and always will be, a people-driven business. Staff join, develop, and stick around to build relationships, with members and with their colleagues. The personal connections are stronger than most other industries, because of the people.
The Human Element: Core to the Fitness Experience
Few enter the fitness industry for the technology or the latest equipment alone. It's the personal connections that truly matter—the ones that technology can support but never replace. They want to talk to people, help them, and learn from them.
Many of us felt lost in lockdown when interaction was genuinely forbidden. But the world has been changing for some time… cashiers in banks, supermarkets, and restaurants are replaced by cashpoints, checkouts, and self-serve stations. Delivery companies bring food and anything else we want to our doors, not only removing the interaction where possible, but also reducing the need to move.
While low-cost, self-service clubs cater to a specific demographic, the majority of people still seek personalized service when it comes to their health and fitness.
[there are very few examples of a National Health Self Service]
Technology as a Support, Not a Substitute
Technology plays a crucial role in creating efficiencies, ensuring accuracy, and following best practices. Exercise management systems and online workouts don’t replace instructors, or the ‘live’ class experience, but enhance it. Digital fitness, when used properly, enables coaches to understand their clients better, and help them to get results quicker or more effectively.
Systems can help make the connections, break down barriers, or understand who’s new in the gym or in your class, who’s returning from holiday or a break, or who needs more help. Some rockstar instructors can do this naturally, but more instructors can appear to be rockstars when they understand and use the technology.
When members use self-serve terminals to register for classes, book swims, or check-in to the gym, they help reduce queues and streamline the process. But this should create more time for front desk staff to deal with the members who don’t want self-service, need more assistance, or a chat.
Social Connections in Fitness: A Growing Need
Social isolation and mental health problems are becoming more of an issue, and fitness facilities, particularly leisure centres, are a place where people can connect and get together.
More clubs are recognizing this shift, inviting members to visit for a chat, a coffee, or a coaching session—even if they don't work out. You don’t have to exercise; visiting for a meetup is what a lot of people want or need to do.
Balancing Automation with Human Interaction
While investing in new technology can feel like it’s going to solve all problems, or simply reduce attrition, the effect is diminished if there are no people to back it up. When an absent member returns after receiving an SMS, seeking an interaction, your staff need to engage to ensure that the member doesn’t become absent again in a few weeks. Digital is great, but needs to be backed up by physical, or in-person communication.
Another good example is that phone calls are still the best way to get absent members to return, but they are resource hungry. By sending SMS, email, push, etc. communications prior to the call, you reduce the number of calls made, but when you must make the phone call to an absent member, they’re even more effective, and easier, since it’s not the first contact. Triggered communications make sure the basic interactions happen, but the critical contacts are person to person.
An overemphasis on automation and self-service could jeopardize the future of the fitness industry, especially in public leisure. We need more data, and efficiency is always important, but developing and nurturing our people is paramount.
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