fitness industry canada forum - canfitpro.com › ... › 08 ›...
TRANSCRIPT
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Fitness Industry Canada Forum
PanelOfficial Music SponsorSponsored By
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Fitness Industry Canada Forum
Carrie KeppleOfficial Music SponsorSponsored By
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GLOBAL REVENUE
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INDUSTRY ADVOCACY
• GOVERNMENTS AND LEGISTLATION MET WITH MORE PRESSURE TO RECOGNISE EXERCISE AS MEDICINE
• BREAK THROUGH RECOGNITION THAT EXERCISE IS PREVENTATIVE HEALTH CARE AND WORTH THE INVESTMENT
• HISTORY MAKING PROGRESS WITH PHIT PASSING HOUSE AND ONTO THE SENATE. PAVING THE WAY FORWARD WORLD WIDE.
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We Think THIS is the Competition
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Less Than 6% of the World Has a Gym Membership% of Population with Gym Members
Global 162 Million Members (5.9%)
1. Sweden 21%
2. USA 20%
3. Norway 19%
4. Canada 19%
5. Kuwait 17%
6. Netherlands 17%
7. Denmark 16%
8. Australia 15%
9. UK 14%
10. New Zealand 14%
Largest % Growth of Gym Members (2017)
1. Philippines +33%
2. China +30%
3. South Korea +21%
4. Ireland +14%
5. Indonesia +12%
6. Hong Kong +11%
7. India +10%
8. UK +10%
9. Singapore +10%
10. Finland +8%
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The Real Competition
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TOGETHER We Are Going to Add 65 Million Members Globally in the next 12 Years
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IHRSA CONSUMER REPORT 2017
EXERCISE PREFERENCES BY
GENERATION
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OLD WAY
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NEW WAY
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MORE OF WHAT THEY
WANT
• MORE CLASS EXPERIENCES
• MORE AUTOMATION AND RETAIL TECHNOLOGY – EASY TO DO BUSINESS
• MORE BIOMETRIC DATA AND PERSONALISED TRAINING INTELLIGENCE
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Fitness Industry Canada Forum
Patch EvansOfficial Music SponsorSponsored By
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Fitness Industry Canada Forum
Sara KoopermanOfficial Music SponsorSponsored By
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Industry Highlights & GrowthSara Kooperman, JD
CEO, SCW Fitness Education
www.scwfit.com
www.sarakooperman.com
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NYC California Florida Atlanta Dallas Philadelphia Midwest Boston DC
Jan April May July Aug Sept Oct Dec Jan 2019
9 MANIA® Fitness Conventions
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SCW Fitness OnDemand
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Mature industry
• Mature = Inability to raise prices
• Stable to declining profitability
• Consolidation among brands
• Low Cost Competitors
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The year of the Studio
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Give them what they want
Clients know what they want And they want it now Give them what they expect and deserve
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Programs
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Top 10 Programs & Services offered• 1. Personal Training
• 2. Bodyweight Resistance Training
• 3. Free Weight Training
• 4. Boot Camp Classes
• 5. Functional Resistance Training
• 6. HIIT
• 7. Cycle
• 8. Senior Fitness
• 9. Pre-choreographed
• 10. Traditional Yoga
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Barre,Yoga, Nutrition, Aging, Recovery Aqua has 2 rooms
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Trends from MANIA® Conferences
WHAT TOPICS INTEREST YOU MOST
1. Functional Training 57.72%
2. Strength Training 51.90%
3. Active Aging 50.36%
4. Nutrition 49.50%
5. Exercise Science 47.21%
6. Personal Training 39.02%
7. Boot Camp/HIIT 38.15%
8. Group Cardio 37.20%
9. Small Group Training 35.64%
10. Sculpting/Toning 31.37%
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Trends from MANIA® Conferences
WHAT TOPICS INTEREST YOU MOST
11. Yoga 28.41%
12. Cycling 27.85%
13. Barre 24.48%
14. Sports Conditioning 23.33%
15. Pilates 22.66%
16. Leadership/Management 21.06%
17. Aquatic Ex 19.81%
18. Kettle Weights 19.44%
19. Dance 18.22%
20. Kickboxing 16.20%
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IHRSA top 10 Activities
• 10. Stair climbing machines
• 9. Yoga
• 8. Low impact aerobics
• 7. Stationary cycling
• 6. Abdominal machines
• 5. Stretching
• 4. Elliptical trainers
• 3. Resistance machines
• 2. Treadmills
• 1. Free weights
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Shape – Top 10 Fitness Trends
• 1. Go Digital• 2. Emphasis on Recovery• 3. Express/Intense Workouts• 4. Yoga as Crosstraining• 5. Corrective Exercises• 6. Build Brain Power• 7. Nutrition• 8. Small Group Training• 9. Wearable Devices• 10. Wellness Coaching
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Fitness First Magazine1. LIIT – walking at variable intensities
2. Self-Limiting Movement
3. Cryotherapy, infrared lighting & saunas
4. Virtual Reality Workouts
5. Food Tracking
6. Team Coaching
7. Group Classes –Cycling, HIIT, Yoga
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The Telegraph – United Kingdom1. Pre-Hab (not rehab)
2. Data- Driven Classes
- fat/muscle %, step-counters, sleep trackers
3. Virtual Yoga
4. New Gym Memberships – movegb.com
5. Immersive Fitness – floor to ceiling screens
6. LIIT (Low Intensity Interval Training)
or LISS (Low-impact Steady State cardio) or Wellness Circuit
7. Brolates – Pilates for Men (bad backs & aging)
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8. HIIT & Yoga Combinations
9. Body Scans – the New BMI : scan muscle, bones & fats DEXA X-rays
10. Pet-sersize – ACSM = pet owners are more fit
11. Play-Time – teams, games, hoops, tree climbing, quidditch
12. Hot Pilates
13. 50+ Female Tri-athletes
14. Mindfitness – train harder fighting depression
15. Indoor Rowing – the new spinning
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Readers Digest1. HIIT w/muscle confusion
2. HIIT in the Pool
3. Yoga Alternatives – LT Warrior Sculpt
4.Rhythmic workouts – Pound, SoulClap
5. Mind/Body/Spirit Classes
6. Obstacle Course Racing Classes – American Ninja
7. Recovery Classes
8. Social Running Groups
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NBC –The Burn Workout
1. Boutique Boxing
2. Functional Training 2.0
- med balls, bands, plyo
- Olympic weight lifting
3. Revved-Up Recovery – myofascial release, sleep
4. Going Hot or Cold
- cryotherapy, infared saunas
5. Exercise in 3D – immersive
6. Journey Workouts
7. Mindful Movement – meditation
8. Breathwork
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ACSM 2018 Trends• 1. HIIT (was #1, then #3, then again #3)• 2. Group Exercise (was #6)• 3. Wearable technology (was #1, again #1)• 4. Body weight training (was #2, again #2)• 5. Strength training (was #4, then #5)• 6. Educated, certified and experienced fitness professionals (#1, then #3, then
#5, then #4)• 7. Yoga (was #10, then #8)• 8. Personal training (was #6, was #9)• 9. Fitness programming for older adults (NEW!)• 10. Functional fitness (was #12, was #8, then #7)
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Industry Highlights & GrowthSara Kooperman, JD
CEO, SCW Fitness Education
www.scwfit.com
www.sarakooperman.com
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Fitness Industry Canada Forum
Colin MilnerOfficial Music SponsorSponsored By
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What is your technology strategy?
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Wearables offer personalized solutions and a market that will reach over $150 billion annually by 2027
Source: August 15, 2017. IDTechEx
Wearables 2.0Wearables 1.0
Measure what your body is
doing internally: real time
glucose measurements, blood
pressure, heart rate variability,
functional nutrition, measures of
inflammation, and sleep quality.
Wearables 3.0
Pedometers Activity trackers
+ AI
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Fitness Industry Canada Forum
Dr. Paul OhOfficial Music SponsorSponsored By
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The Medicine – Fitness Divide
45
Physicians WantTo Provide
Patients WantTo Achieve
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~70% of Canadian Adults live with Chronic Disease
46PHAC 2013
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47
Diabetes
HeartDisease
Cancer
Lung Disease
Smoking
Nutrition Alcohol
Inactivity
80% of Canadians have at least 1 Behavioural Risk
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48
Costs of Chronic Diseases in Canada
• 67% of all direct health care costs
• $190 B annually• $ 68 B medical• $122 B lost productivity
K. Elmslie, Against the Growing Burden of Chronic Disease, PHAC
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What Works in Disease Prevention?The Example of Diabetes
NEJM 2002; 346:393-403
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Circulation Nov 2016
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Fowles et al., 2015 (CSEP Abstract)
SometimesAsk
OccasionallyAdvise
RarelyPrescribe
Current State: Exercise Prescription in Primary Care
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Exercise is Medicine Canada
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Healthy Canada Everyday
Educate Activate Accelerate
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Fitness Industry Canada Forum
Mark WilliamsonOfficial Music SponsorSponsored By
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What’s All the Rage?Non-digital Trends Shaping the Future of the Global Fitness Industry
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Adoption TrendsFunctional Training Accessories – Traditional and Non-Traditional
86%
73%
73%
68%
64%
63%
56%
55%
51%
50%
40%
33%
91%
77%
76%
76%
82%
69%
70%
75%
69%
71%
53%
47%
Traditional Functional Fitness Equipment
Non-Traditional Functional Equipment
Flexibility/Mobility Equipment
Foam Rollers
Treadmills
Suspension Training Equipment
Upright Bicycles
Elliptical Trainers
AED
Recumbent Bikes
Traditional Body Composition Testing Equipment
Selectorized Resistance Equipment
E Q U I P M E N T A D O P T I O N L E V E L S F O R 2 0 1 7T O P T R E N D S
C A N A D A V S U . S .
Canada
U.S.
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79%
74%
70%
69%
69%
52%
45%
44%
43%
42%
40%
40%
40%
86%
82%
75%
77%
76%
66%
58%
50%
65%
64%
49%
49%
66%
Personal Training (Individual)
Bodyweight Resistance Training
Functional Resistance Training
Boot Camp Classes
Free Weight Training (Ind. or Group)
HIIT GX (> 6)
Fee-Based SGT (<6)
Nutritional Counseling/Coaching
Cycling GX
Traditional Yoga
HIIT SGT (<6)
Suspension Training GX
Pre-Choreographed GX (e.g., Les Mills,Zumba, Jazzercise)
P R O G R A M A D O P T I O N L E V E L S F O R 2 0 1 7T O P P R O G R A M T R E N D S
C A N A D A V S U . S .
Canada
US
Adoption TrendsFunctional and Group Fitness
HIIT Small Group < 6 - Functional
HIIT GX >6
Suspension Training GX
Traditional Yoga
Group Cycling
Bootcamp Classes
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Disruptor #1: Budget GymsDifferentiation by Price
Why budget clubs are disruptive:
🏵 In a sea of sameness they use the lowest possible price to create differentiation.
🏵 They are highly scalable due to low overhead and can be placed anywhere and operated by nearly anyone…that means they can grow rapidly.
🏵 Consumers perceive value in low price, especially when the competitive market looks the same.
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Disruptor #1: Budget GymsDifferentiation by Price
Budget Clubs
40%
29%
13%
6%
7%
5%
< $25 a month
$25 to $49 a month
$50 to $74 a month
$75 to $99 a month
$100 to $149 a month
> $150 a month
What U.S. Members Paid Monthly in 2017Percentage by Monthly Rate
Budgets
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Disruptor #1: Budget GymsDifferentiation by Price
69.6%
34.8%
2.0% 1.0%
21.4%
10.7%
2.2% 1.1%
2 - Year Net Growth Rate Avg. Annual Growth Rate
Cumulative and Average Growth Rates for Commercial Facilities 2013 to 2015
Budget commercial (<$25 month)
Mid-market commercial ($25 to $74)
Premium commercial ($75 to $99)
Luxury commercial (>$100 a month)
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Disruptor #1: The Whales of the Budget Gym Segment
Europe500+ gyms
Europe230+ gyms
England80+ gyms
England180+ gyms
Global1,400+ gyms
U.S.225+ gyms
U.S.60+ gyms
Canada70+ gyms
Latin America290+ gyms
U.S.70+ gyms
10 Groups3,000+ Clubs
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Disruptor #2: Boutique Fitness StudiosCraft and Tribal Consumerism
Why they are a disruptive:
🏵 They offer consumers highly specialized fitness offerings that cater to their needs
🏵 They speak to those seeking a tribe
🏵 They speak to the consumer’s desire for a local and authentic experience
🏵 They provide a “high touch” guided experience
🏵 They are intuitive and fun
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Disruptor #2: Boutique Fitness StudiosCraft and Tribal Consumerism
5%
18%
21%
25%
30%
41%
Corporate/Business
YMCA/YWCA/JCC
Commercial Multipurpose
Not for Profit
Commercial Fitness-Only
Boutiques Overall
Consumer Fitness Facility Preferences in 2016Percentage of Consumers Who are Members by Type of Facility
Ripped Fitness, NY
1Rebel, UK
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Disruptor #2: Boutique Fitness StudiosCraft and Tribal Consumerism
-16%
-10%
-6%
-3%
15%
95%
YMCA/YWCA/JCC
Corporate/Business
Not for Profit
Commercial Fitness-Only
Commercial Multipurpose
Boutiques Overall
Relative Percent Change in Consumer Club Membership Preferences
2013 thru 2016
Boom Cycle, UK
Soul Cycle, US
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Disruptor #2: Boutique Fitness StudiosCraft and Tribal Consumerism
32%
23%
18%
11%
9%
7%
Consumer Boutique StudioPreferences in 2016
Percentage of Consumers who are Members of the Various Fitness Studio Offerings
Personal and Small GroupTraining Studio
Yoga/Pilates/Barre
Indoor Cycling/Rowing
Boot Camp/Cross Training
Boxing/Martial Arts/MMA
Sports Specific
Crossfit, Global
Fuel Fitness, Canada
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Disruptor #2: Whales of the Boutique of Fitness Studio Segment
U.S. Franchise450+ Barre studios
Global Franchise700+ HIIT Studios
Global13,000+ Boxes
U.S. Franchise170+ Yoga Studios
11 Groups16,000 Studios
European Franchise250+ EMS Studios
U.S. Franchise200+ Pilates studios
U.S. Franchise70+ Cycling
Studios
U.S. Franchise110+ Barre Studios
Global Franchise35+ HIIT studios
U.S. Franchise35+ HIIT Studios
Global Franchise500+ Boxes
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Disruptor #3: Mobile Virtual TrainingCollaborator or Competitor
Why it’s a disruptor:
🏵 Offers an alternative form of training that can be pursued outside the gym, lessening the intimidation factor.
🏵 Blurs the lines between what can be achieved in a club and on one’s own.
🏵 It’s both a competitor and a monetization opportunity for clubs.
🏵 It appeals to Gen Z, Millennials and other digital natives.
Daily Burn
Peloton
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Disruptor #3: Mobile Virtual TrainingCollaborator or Competitor
42%
18%
9%
Percentage of smart phoneusers that use at least 1
fitness app
% of those with fitness appthat use virtual
coaching/training servicesapp
% of all consumers who usea virtual coaching/training
services app
Consumers and Mobile Virtual TrainingAccenture and Parks Associate Research
fitcloud connect
PT Distinction
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Disruptor #3: Mobile Virtual TrainingCollaborator or Competitor
52%
70%
% Fitness club members who also useonline workout at home
% Frequent fitness club users who useonline workout at home
Fitness Club Members and Mobile Virtual TrainingNielsen Research 2014
Crunch
FORTE
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Disruptor #3: Mobile Virtual TrainingCollaborator or Competitor
38%
40%
22%
Technology & FitnessLab 42 Study
Technology encouragesthem to workout
Technology improvesweight loss
Use Smartphone tosupport workout
Tandem
Les MillsGold’s
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Disruptor #4: Internet MiddlemenAll the privileges of membership w/o the sales pitch
Why they are a disruption:
🏵 It offers consumers a convenient way to access an enormous variety of classes without having to be a member.
🏵 It allows consumers an easy way to shop and purchase the classes and services they want without visiting a club.
🏵 It appeals to consumers who are tech savvy.
🏵 It changes the marketing and sales paradigm for the entire industry.
🏵 It places control in the hands of consumers, not clubs.
ClassPass
FitReserve
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Disruptor #4: Internet MiddlemenAll the privileges of membership w/o the sales pitch
7%
0%
6%
12%
5%
8%
26%
Private Club (member owned country club orathletic club)
Commercial Budget Club (under 20 US or 20 Euroa month)
Commercial Mid-market Club (21 US/21 Euro to69 US/69 Euro a month)
Commercial Premium Club (70 US/70 Euro to 125US/Euro a month)
Commercial Luxury Club (greater than 125US/Euro a month)
Commercial Boutique Fitness Training Studio(e.g., personal training, HIIT, small group training,
etc.)
Commercial Boutique Group Exercise Studio(e.g., group exercise, Pilates, barre, etc.)
Adoption of Internet Middlemen Services in 2017
DIBS
Reserve with Google
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Disruptor #4: Internet MiddlemenAll the privileges of membership w/o the sales pitch
Move GB
PayasUgym
Lymber
ZeamoPOP!n
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Final Thoughts
🏵 Over the next decade the pace of creative destruction will accelerate as more innovations come to fruition.
🏵 Private equity has fueled the accelerated growth in budget club and boutique fitness studio franchises.
🏵 Independent, entrepreneurial fitness studios appear well positioned for growth in the short-term due to urban migration, Millennials, craft consumerism and tribal consumerism.
🏵 Internet Middlemen, while now the exception, will likely become the norm over the next decade.
🏵 Virtual in-club and mobile training will continue to influence how and where people train, and are most likely to become essential tools for clubs who desire to remain relevant in the future.
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About ClubIntel (www.club-intel.com)ClubIntel is member and brand insights and consulting firm that is focused on helping businesses understand, appreciate and leverage the needs, wants and personal journeys of employees, customers and members. We have worked as a team for more than 20 years, spanning multiple brands across the globe assisting businesses achieve their goals.
Mark Williamson, Co-founder and Principal
Mark has more than 20 years experience in market research, and consumer insights, including 17 years within the club and hospitality industry at ClubCorp USA, which comprises an elite collection of private golf, country, business, sports and alumni clubs. He also lead Consumer Insights teams for industry-leading restaurant brands such as Applebee’s, Chili’s, Maggiano’s, On The Border, Romano’s Macaroni Grill, and Corner Bakery. Outside of the hospitality industry, Mark led the consumer insights team at match.com and owns his own small research consulting business, Retention Measurement Solutions. He is a guest lecturer at national conferences and frequent panelist on a series of webinars.
76
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Fitness Industry Canada Forum
Scott WildermanOfficial Music SponsorSponsored By
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The Fitness Industry Council of Canada’s role is to create conversation surrounding topics that are relevant to the entire fitness industry.
We have changed our bi-laws to be a more inclusive association, with representation from commercial facilities, non profit and municipal facilities, vendors, educational providers and registries.
We rely on the support from our member clubs and partners.
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The fitness industry is very fragmented.
We have brilliant minds from various organizations working towards common goals. Either in competition or parallel to other organizations
This is inefficient and ineffective.
FIC proposes that we bring organizations from all segments of our industry to the same table to collaborate.
The outcomes will benefit the consumer.
I will highlight two examples
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Both organizations are striving to have medical professionals prescribe fitness services to Canadians.
Both organizations have passionate fitness and medical professionals working towards an objective.
However they are working in parallel. Not together.
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The industry needs your support!
If PTGA does not receive funding from our partners, PTGA will not be sustainable.
I am making a personal request from owners and managers to become a sponsor TODAY!
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Q&A
Merci!
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