The ability to meet members where they are—often outside their club's four walls—is imperative to a fitness business's success in 2019 and beyond, according to Myzone COO Mike Leveque. For example, a reward-focused mobile app can add genuine value to a member’s bike ride or trail run, Leveque said in the latest installment of The Club Industry Podcast: The Motionsoft Technology Summit Edition. Gone are the days of waiting around for members to walk through your club's doors. Today, business owners must be proactive so their clubs become an integral part of each member’s routine and, more importantly, play a key role in delivering the reward of fitness.
"I don't believe we have done a good enough job of providing the experience," Leveque said. "We're talking the habit loop and the trigger and the routine and the reward. Well, what's the reward? We know what the routine is—the routine is working out. But if we're going to create a habit of fitness, the reward or the lowest cost mechanism with the highest return on investment has got to be technology to provide that reward.”
Leveque suggested that apps can deliver post-workout emails or issue new challenges or offer redeemable prizes for reaching certain fitness milestones.
"One of the large 100-plus [club] chains in our industry did a national survey with their advertising agency, and what they found was that there was a very high expectation of some sort of technology solution being added into the base programming," Leveque said in the podcast. "The expectation was very strong that clubs would include some sort of technology solution to allow them to train inside or outside the club and still receive those results from their workout if they were going to be enrolled in a fee-based program.”
Leveque was joined by Zeamo CEO Paul O'Reilly-Hyland in this mobility-centric episode of The Club Industry Podcast: The Motionsoft Technology Summit Edition. This special podcast series is part of a special partnership between Club Industry and Motionsoft, Rockville, Maryland. Club Industry is the media partner for the 2019 Motionsoft Technology Summit, Sept. 16-18 in Washington, DC, and this podcast is the third installment in a four-part series that focuses on some of the topics that will be covered at the in-person event.
In the episode, Leveque and O’Reilly-Hyland discuss the state of the industry at large and specifically how health clubs and vendors must embed their products and processes into each part of a customer’s fitness routine, no matter when or where that routine is taking place.
Hear more insights by listening to the podcast on SoundCloud, and look for this series' fourth and final episode coming in August.