future of fitness - phillip mills
TRANSCRIPT
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THE TRENDS THAT WILL SHAPE HUMAN FITNESS AND ACTIVITY
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THE FITNESS INDUSTRY IS AT RISKStagnation: segmentation rather than innovation while competitive industries are evolving
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Budget Clubs
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Segmentation vs Innovation
Many traditional clubs worldwide are being hurt by low-budget competitors. At the same time, there are successful new club models evolving eg:• Orange Theory - $23 per class• Kosama, Omni, Fitness Together, Title Boxing• Soul Cycle and Flywheel (US) - $32 per class• Pure Yoga (Asia and US) – $145-$165 per month• Exhale Spa (US) - $195 pm for classes-only membership
One Tribe – Changing the World Les Mills International © 2010
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THREE AREAS OF OPPORTUNITY:EXERTAINMENT COMMUNITYHEALTH
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Top Ten Clubs Based On Total Group Fitness Attendance
Top 20 Clubs Based On Total Group Fitness Attendance(1)(2)
Notes: 1. Out of 1,187 Les Mills clubs surveyed; (2) NA= data not available (3) Virgin Active has chosen to remain anonymous In the Club ranking so will not be published in Club reports, but are happy for Les Mills to view results
Ranking Club Name
Weekly Group Fitness
Attendances
GF Share of Total
Attendances Region Club Size
1
LES MILLS AUCKLAND CITY 9658 57% New Zealand Large
2
IKSU SPORT 8358 36% Sweden Large
3
THE EDGE 4134 30% USA Large
4
VIRGIN ACTIVE (3) 4048 48% Spain Medium
5
VITAL 3927 NA Belgium NA
6
SPORTIUM COYOACAN 3624 65% Mexico Large
7
THE PEAK 3376 33% UK Large
8
LES MILLS EXTREME 3316 34% New Zealand Large
9
LES MILLS NEW LYNN 3302 50% New Zealand Large
10
24h FITNESS_00955 3260 NA USA NA
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Top Twenty Clubs Based On Total Group Fitness Attendance cont’d
Top 20 Clubs Based On Total Group Fitness Attendance(1)(2)
Notes: 1. Out of 1,187 Les Mills clubs surveyed; (2) NA= data not available (3) Virgin Active has chosen to remain anonymous In the Club ranking so will not be published in Club reports, but are happy for Les Mills to view results
Ranking Club Name
Weekly Group Fitness
Attendances
GF Share of Total
Attendances Region Club Size
10 24H FITNESS_00955 3260 NA USA NA
11 24H FITNESS_00111 3222 NA USA NA
12 CLUB FIT 3210 24.1% USA Large
13 WATERLOO WEBER STREET 3167 33.8% USA Large
14 24H FITNESS_00202 3139 NA USA NA
15 24H FITNESS_00496 3128 NA USA NA
16 BURLINGTON MALL 3032 32.8% USA Large
17 24H FITNESS_00506 3022 NA USA NA
18SPORTSCLUB-OSSO-MINAMISUNA 2962 70.2% Japan Large
19SOUTH SHORE YMCA HANOVER BRANCH 2940 19.6% USA Small
20 24H FITNESS_00512 2931 NA USA NA
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More Motivating Exercise Environments
“Exertainment”
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David Barton Miami
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Inexpensive effects – photo blow-ups
CREATE MORE ENTERTAINING EXERCISE ENVIRONMENTS
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GX STUDIOS:[Check out Les Mills World Class Studio Search at www.lesmills.com]
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BEFORE
Fitness-Studio ONE, Germany
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Fitness-Studio ONE, Germany
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Les Mills Auckland City
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Les Mills Britomart, Auckland
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Les Mills Britomart, Auckland
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What could you do to create a WOW fitness space?
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“Most of us aren’t really health clubs, we’re not even clubs. We’re just places where people come to lift weights and run on a treadmill” – Michael Scott Scudder
CREATE COMMUNITY
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SELL THE ‘LONG TERM’ RELATIONSHIP
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Group Fitness Team Training Personal Training Event Training
Freelance Programmes
MAKE EXERCISE SOCIAL
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PERSONAL TRAINING HAS REVOLUTIONIZED OUR INDUSTRY Small Group
Training: The next revolution? Opportunity or threat? (Microgyms!)
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Products created as specific event training programsDesigned around an organised event (eg marathon, cycle challenge, triathlon)
Training organised in 8 or 12 week blocks with an emphasis on guidance, support and motivation. Clear sense of purpose culminating in the event itself and the personal satisfaction of completing it.
Participants pay the club direct, prices vary.Available to both members and non-members.
“CLUB WITHIN THE CLUB” LES MILLS RUN™ LES MILLS RIDE™ LES MILLS TRI™
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“CLUB WITHIN THE CLUB”
Les Mills Auckland City 2008 Adidas Marathon Team
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Talk to your members
Create a personal
relationship with your members
Choose the right medium
for THEM:One way
communication?
Two way? Social media?
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SOCIAL MEDIAIs revolutionizing our ability to
communicate!
BUT…It’s not as easy as it
looks.Engagement, interest and authenticity are
key.Otherwise it’s meaningless
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ExampleEvolution of the Exercycle
1980 Old-fashioned stationary bike
1985 Computerized bike
1990 Cardio Theatre1995 Spinning ClassNow
Standardized, quality-assured classes
GF is the most effective way of creating motivation for the average fitness member
MOTIVATION: GROUP FITNESS
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GROUP FITNESS
Many clubs worldwide are being hurt by low-budget competitors. At the same time, there are successful new club models evolving eg:• Orange Theory - $23 per class• Kosama, Omni, Fitness Together, Title Boxing• Soul Cycle and Flywheel (US) - $32 per class• Pure Yoga (Asia and US) – $145-$165 per month• Exhale Spa (US) - $195 pm for classes-only membership
One Tribe – Changing the World Les Mills International © 2010
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WHAT DOES IT TAKE TO BECOME A CHAMPION GROUP EXERCISE CLUB?
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IMAGINE YOU ARE A FOOTBALL COACH WHO HAS 3 YEARS TO WIN THE CHAMPIONSHIP
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Between 2006-2016 the cost of the American health system will almost double to $4.1 trillion per year*.It seems that our health is deteriorating at almost as quickly as these costs are increasing. The current system clearly isn’t working - there’s got to be a better way!*2006 US Treasury report
THE HEALTH OPPORTUNITY
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The world is facing a great holistic health challenge and our industry is perfectly positioned to play a big part in the solution. We are the exact opposite of the cigarette and junk food companies and we have an intimate relationship with a large percentage of the world’s wealthiestpeople.
Let’s Create a Fitter Planet
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• Mercola.com• Younger Next
Year – Crowley/Lodges
• The Omnivore’s Dilemma – Michael Pollan
• You: The Owner’s Manual – Roizen/Oz
Education: Become True “Health Clubs”Health clubs need to
become more than just places where people go to use exercise machines! We need to become true providers of holistic health. Education changes lives and your members will love you for it. A few places to start:
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FITTER GOVERNMENTIndividuals and businesses cannot be allowed to destroy our greatest communal assets. Our leaders need to lead on these issues!
Fitness industry initiatives :•Physical education back in schools, junk food out•Better urban design•Tax incentives to be slim and fit•Encourage healthy eating (tax junk food!)
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There are hundreds of great ideas, from low energy lighting and appliances, to low-flow shower heads and toilets, to signing with a renewable energy provideror even installing solar energy.
Have a professional green audit done on your business. There are incredible savings to be made in resource use and your own money.
Go to: www.greenhealthclubs.org
Fitter Facilities
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FITTER FOOD
We can change our health and that of the planet by one simple means: what we put in our mouths!
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CREATE ACAUSE NOT
ABUSINESS
Tom PetersPeople don’t come to work to increase shareholder value, they want to make a
difference!Leadership
STAND FOR SOMETHING
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The most successful businesses in the world care about more than just making money!
STAND FOR SOMETHING
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“We are warriors in the battle against inactivity and over consumption” - LMI Instructor Creed, 1998“You have to find a way to make people fall in love with fitness” – Les Mills, 1968
LET’S CREATE A FITTER PLANET
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MOTIVATION - THE BIG OPPORTUNITY:EXERTAINMENT, COMMUNITY, EDUCATION Health club attendance has become
the biggest adult “sport” in the Western World. Bigger than
football, tennis and golf combined. But we have traditionally lacked the excitement and social engagement
of sports, and behaved more as gyms than as true health clubs. The
faster we can change that, the bigger our future!
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