ONE HUNDRED THOUGHT LEADER5 ON THE FUTURE OF THE GYM

I have had the honor to interview all of you as Thought Leaders. Over 50 by now. There are four groups. 1: The (sub) CEOs, both on the supplier and the operators side. They are interesting because they are big shots. 2: The owners of outstanding gyms (often award winning). They are interesting because, in their words, “we really understand the floor”. A talent most of them don’t ascribe to the CEOs. 3: The consultants. They often have a broader view. Their stories are packed with urgencies. Without urgencies their incomes run dry. So, there is some self-interest involved here. But often it is: enlightening self-interest. 4: The AI-experts. They are interesting, because AI will surveil over the future arena in which fitness, exercising and health have to find their new space.

I’ve asked all four groups what the future gym will look like. Here are the outcomes. Where relevant, I specify which group, out of the four above, leads the pack and what group deviates.

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First of all, substantial consensus exists, that the traditional gym is ending its life cycle.

“Between the two leading directions – low budget and specialized boutique – I see the traditional clubs, with their hardly changing training floor, well: die.”

Unsurprisingly, Thought Leaders who own a gym or a tinier chain regularly beg to differ. Not only because they have created a superior club – that’s why they were interviewed. ?But also because they are traveling less trodden roads than the big chains, avoiding the uber-sexy urban centers and focusing on the more local club communities anywhere else.

“There is an increasing tendency now for very many to exercise where they are living. Think small concept clubs and local fitness centers – for instance, in the tinier shopping malls close by. And, mind you, also New York has ‘rural’ areas.”

“I’m investing in micro gyms 300-500sq/m fully digital orientated, with only open spaces, functional training and targeting all kind of audiences. Fully equipped, and supported by a powerful app that connects members onsite, online & home.”

?All in all, there is a feeling that clubs should be more humble:

“When someone becomes a new gym member, that is NOT closing the deal! It only means that someone enters to see what’s on offer. Maybe she wants to buy.”

There are? more headwinds.

“The club monopoly for delivering fitness is over. The sense of entitlement should go.”

“Clubs haven’t the same value as before. They are just a physical structure, filled with equipment.”

“A club is no longer a physical place. It is a moment during the day.”

Quotes from three Thought Leaders on three different continents. Majorities in all four groups, mentioned above, agree on the need for a new humbleness.

So how to evolve further? Of course, all clubs are different. Yet, here are three approaches that are relevant for all.

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A: CONNECTIVITY

The club of the future must offer connectivity. As ubiquitously as possible. Almost all Thought Leaders agree. The AI-experts are most outspoken on it. Not surprising: delivering connectivity is their key competence.

Ubiquitous connectivity comes in shapes and sizes. To begin with, there is the frictionless dimension in the club itself.

“The seamless scan when you enter. The treadmill welcoming you, already having uploaded your workout data.”

But connectivity will expand further. And break the club walls.

“Connecting the in-club, the home and all outdoor experiences. That’s the necessary future.” “The perfect gym must equally know what its members do inside its walls and outside. How they exercise, or not, 24/7/365.”

As mentioned, AI-experts are most empathic here. But all CEOs see the point – trying to assess where to dive deep and where only testing the waters.

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B:? THE FOCUS ON HEALTH

It’s natural for the fitness industry to play the health-card, especially post-pandemic.

?“New cohorts are coming to us. They don’t focus on shapes & looks. They are into health. The diabetes-prone ones. The elderly ones. The ones who want to get rid of their pandemic kilos, and lower back pains, thanks to a Netflix overdose. The ones who want to work on their immune systems.”

?Some opinions are thrillingly exuberant.

“Everyone should have a PT. For free. The National Health Service could save a lot of money this way!”

?“We Are Part Of The Solution, Not Of The Problem!”, has become a celebratory chant and a rallying cry.

There is truth in these quotes. But also some easy ecstasy. A substantial chunk of Thought Leaders don’t see a more intimately entwined embrace between health and fitness happening soon. First of all, because health departments, governments, insurance companies will demand hyper-convincing data. That data is lacking, so is confessed.

Yes, the fitness industry sits on heaps of data. But that data often has a random character, is shielded in separated silos and therefore difficult to streamline and mine. Next to that, many big players in the industry don’t want to share data with other big players. That’s understandable. But, within the bigger ‘We Are Part Of The Solution’-picture: penny wise, pound foolish.

Another reason why the health-card has unconvincing qualities, is the prevailing business model of many of the big chains.

?“Lots of gyms have thrived on people who pay and don’t come.”

When it comes to health improvement, this dirty little secret doesn’t go unnoticed to the negotiating partners in the health arena.

“Now it is: You pay, and I give you access to the facilities. It must become: Tell me your (health) goals and I will commit myself, as broadly as possible, to help you to reach them.”

24/7/365 tracking and monitoring will be necessary to realize this fundamental shift in business orientation.

“The future gym? A gym where the exercises guarantee results. Because they have integrated into the exercises all available data. People will be happy to pay premium prices for guaranteed results.”

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C: DEEP CUSTOMIZATION

When both Connectivity (A) and Health (B) are essential ingredients of the club’s futures, Deep Customization automatically becomes the third cornerstone. Many Thought Leaders wish to see the fitness industry evolving towards a “health solution providing industry”. This will only materialize with 24/7/365 meaningful data-generation. Which dovetails into: Deep Customization.

?“There is not one coffee for all. Gyms must really customize-in-depth. Technology can help.”

It’s not only on the health-dimension that the industry must embrace Deep Customization.? It’s also the way to make the club sticky for its more-fickle-than-ever members . Almost all Thought Leaders agree with these three end-quotes:

“Consumers now are more informed, more knowledgeable, more empowered. As a consequence, they can find the exit easily.”

?“Future members don’t belong to the club. They belong to themselves.”

“Especially younger millennials are gym hopping. We call it the gyms crawl. Loyalty is out. We must create new kinds of stickiness.”

Three quotes from three different continents. They all suggest that, next to Being Connected and The Focus of Health, Deep Customization will be in the DNA of the future gym.