Step up to service new markets , with new business models
It ’ s been a year since things took a turn for the , what shall we say , worse ? I think that ’ s fair enough , because although many fitness businesses and professionals have reinvented themselves , adapted and found new opportunities , the same cannot be said for everyone . One year on , however , it ’ s positive to note some degree of return to pre-pandemic activity , including the reappearance of some face-to-face industry events ( page 8 ). One of the prominent themes at the virtual FILEX event , meanwhile , is training the ageing population , a topic also addressed by a couple of features in this issue of Network ( pages 22 & 43 ). Despite the fact that we have an ageing population , the fitness industry continues to disproportionately market and cater to a younger audience . For fitness businesses and professionals looking for growth opportunities in the years ahead , there ’ s a market there ready for the taking - and often with a disposable income to invest in services that meet its needs . It will be interesting to see whether it will be the big players or the independents that up their game to service this growing demographic . On the subject of looking to future markets , acclaimed industry innovator Emma Barry reflects on why bricks and mortar fitness businesses need to carve out a ‘ phygital ’ future
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page 7 ), Sally Illingworth looks at how to more effectively influence prospective clients ( page 17 ) and Annette Franz asks how the fitness industry can learn from ‘ The Amazon Effect ’ to enhance customer experiences ( page 37 ). Elsewhere , Clare Hozack explores the benefits of going deeper with client pre-screening ( page 11 ), combat athlete coach Hays Daewoud looks at boxing pad technique ( page 25 ), and our featured Real World PT , Bek Strachan , shares some insights into her business operations and growth as a fitness professional ( page 48 ). There ’ s a lot of good stuff to be read in the following pages - and don ’ t forget that , as with each quarter , you can earn yourself a CEC for doing so ( page 21 ).
Until next time
Oliver Kitchingman , Editor editor @ fitnessnetwork . com . au
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NETWORK MAGAZINE Editor , Oliver Kitchingman
Network magazine is the official quarterly publication of Australian Fitness Network . It is distributed in March , June , September and December . While every effort is made to ensure accuracy , Australian Fitness Network accepts no responsibility for the correctness of any facts or opinions . All information including prices ( quoted in AUD ) is correct at time of publishing , but may be subject to change . Where CECs are stated , they may only be applicable within Australia . We welcome articles from all industry professionals on the understanding that the author ensures the work they submit is their own . No material in Network magazine may be reproduced in any form without the written consent of the publisher . © 2021 All material copyright to Australian Fitness Network . All rights reserved .
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