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Editor's Notes

• #2: Adjust title
• #3: 1. Background 2. I understand the operation issues you face day to day and that is one of the big reasons why I moved in digital to solve the ongoing demands from your members
• #4: The progression in technology in other industries is staggering – Magic leap is a company with a mission to get rid of the cell phone and turn our world into augmented reality The rate of innovation other the last 5 years has been amazing - We need to ask ourselves how this will impact our industry and how we embrace it as an opportunity or a threat – TAKEAWAY No 2
• #5: 1. None of these business have bricks and mortar but control industry as they have ability to reach mass markets 2. Imagine if class pass offered live streaming through their platform – how would this effect the bricks and morta business
• #6: All of which can be seen as opportunities
• #7: None of these business have bricks and mortar but control industry
• #8: Break down the barriers Imagine alerts to your phone saying classes will start in 5 minutes Ensuring you are consistently engaging with your customers 24/7 Operators are breaking down service components to offer a better member journey – TAKEAWAY NO 1 Customer Journey
• #9: We’ll talk you through the clubs experience and journey with integrating digital into their member journey Framing: We set out to research how digital can best serve member journey. We research digital fitness members i.e. people working out on apps and current members
• #10: 1.Example of how gyms have become to technical – Members to have clear outcome to programme that they can understand and measure (Weight lose programme) 2. Operators need to be the aggregator of programming Today, fitness technology mostly focuses the measurement of output rather than focusing on what’s important; the measurement of outcome. Output is what we track - calories, distance, visits, time, speed etc. The quantified self/ Outcome however, is how we feel and the benefits it provides us in life. How has this helped me. Do I feel better, how am I perceive by others, do I belong…..
• #11: Mirrors are not the answer – we need to provide better platforms and metrics for members to understand their results. I am sure you can all think of digital platforms that you use in your everyday life (Fitbit etc) How do members currently track progress In the end, outcome is something people want to feel and see. Although not consciously recorded, sub consciously the mirror tracks our self-esteem. Being fit helps us to feel a belonging to a group of the fitness and health community; the winners, the beautiful, the determined, the people who make progress – as opposed to those people who don’t or don’t want to.
• #12: Which technology can solve
• #13: We wanted to understand what our technological platforms gave the different segments 6 behavioural segments But broadly broken down to two different categories The gym daunted - low confidence The gym bold - high confidence “It is likely that these two broad persona types are formed by an awareness of each other” The confidence seekers Don’t feel that they belong in the world of fitness See exercise as a chore and admit they don’t work hard at it Feel intimidated and consider themselves to be unfit The learners Have specific goals and keen to track their progress via technology Do see exercise as a chore so are most likely to show interest in using a PT Are unhappy with their body shape The neutrals Going to the gym tends to be a low priority Know that exercising does make them feel better Don’t use apps or other monitoring technologies The free spirits Exercise is all about feeling good & enjoying a variety of activities Happy exercising & with their body shape Do not track or set goals at all and do not use technology to monitor progress The achievers Belong in the world of fitness, its their world - their gym is their home from home and working out is nevera chore! Like tracking their achievements & goals using technology Very happy with their body shape –their motivation is their wellbeing The focused Motivated to exercise and consider they belong in the world of fitness Don’t track any goals or use technology because I know what I’m doing works Main reason for using gym is to lose weight and improve my appearance Core Group Defined - members who want to see progress over time Easier to retain Fits with our proposition 61% of all global gym considers or gym goers fit one of the core groups Core group is less expensive to maintain and recruit
• #15: Millennials now expect digitial experiences in the club
• #18: Data is King… and through technology you can better understand and serve different segments as you understand what Example, We can see what is the most popular piece of equipment in peak times Also we know if we send workouts to members with the treadmill as the first exercise people are 22% more likely to do the workout. Add new equipment example
• #19: The app becomes a major part of your marketing and communications strategy and becomes a lead generator – TAKEAWAY 3 (CUSTOMER EXPERINCIE and its relevance) Prove the value to members before going to the physical locations Build specific member profiles and identify similar profiles via social platforms   Custom marketing to engage target profiles online
• #22: Example: Your equipment will communicate and give members more individualised experiences
• #23: Relates to the speakings before and mention Operators need to choose where you want to be on the innovation model
• #24: Now you know where you want to be in the adoption of innovation you need to create your digital ecosystem