COMMUNITY
Now , more than ever , our members crave community
As I stand here writing this column ( yes I ’ m trying to reduce my sitting time with the help of a stand up desk !) on a sweltering 40 degree day in Sydney , whilst relishing another beautiful Aussie summer , I ’ m also eagerly anticipating the slightly cooler days that Autumn brings . Rather than run through the latest innovations and developments that Network has in store this season , however , I thought I ’ d share some observations on what ’ s happening in our wider fitness community .
There ’ s no question that the boutique studio revolution has well and truly arrived on our shores , particularly in inner city Sydney and Melbourne . Offering the consumer more exercise options than ever before , their arrival and success ( for some anyway ) is causing many to question traditional business models . Requiring a lower capital expense per square metre to open and run , boutique studios offer an exciting possibility for investors .
They also generally provide a much higher level of individualised customer service , due to the smaller number of members , and lower member-to-staff ratio , compared to a traditional fitness centre . This higher level of service and more intimate environment gives rise to a real sense of community , which in my opinion makes the studios ‘ stickier ’ and much less susceptible to price sensitivity .
This sense of community is something that I truly believe every service operator , including large fitness centres , should work hard on moving forwards . We are currently living through some very divisive times , which means that now , more than ever , customers and members want a sense of belonging and of really knowing who they spend their time , and money , with . If they feel part of a true community , they ’ ll come more often , stay for longer and hopefully engage a lot more with us . Ultimately this is what will provide results , for them and for our businesses .
Through the # FILEX2017 weekend , we strive to create a real sense of community among our many Network Members in attendance . It ’ s our goal to make sure you feel part of something bigger than just a convention , something that really has the ability to ignite or reignite your passion for our wonderful industry . If you haven ’ t done so already , I recommend you head to filex . com . au now to register for the best weekend of your year .
I look forward to catching up with as many of you as possible at the all new ICC Sydney between 28 and 30 April .
Until then ,
28-30 APRIL 2017 / ICC SYDNEY
Ryan Hogan , CEO ceo @ fitnessnetwork . com . au
36 | NETWORK AUTUMN 2017