Twenty years ago a 24/7
unattended gym wasn’t possible.
There simply weren’t enough
gym-savvy exercisers who knew
what to do with the equipment.
Now they’re everywhere.
in town but if the delivery is yawn-worthy
your operational days will be numbered.
Les Mills changed the face of group
exercise in Australia because it focused
on refining the ability of the instructor to
deliver a memorable fitness experience,
and in doing so they created a loyal
tribe. There is a big lesson in this for all of
us.
The new addition to the delivery
experience is technology, and this
gives some clues to F45’s success. Their
investment in technology underpins
the delivery of constantly changing
workouts, which incorporates exercises
that are wildly popular, but aren’t
particularly different to what we’ve
all been doing for years. That’s smart,
because like the pre-choreographed
classes of Les Mills, it makes them easily
accessible to new and seasoned
exercisers.
So the question that was playing on my
mind when I walked out of their office
was ‘are they growing the market or are
they simply swaying members from other
brands?’
To answer this, we have to understand
that fitness has developed to a point
where we have a cohort of gym savvy
exercisers who now prefer to sample
exercise regimes, rather than subscribe
to them.
equipment. Now they’re everywhere.
So are we spoilt for choice? You bet we
are! But as F45 has shown, it shouldn’t
hold us back from introducing to the
market a customer focused, easily
accessible product or service that
exploits technology, and is driven by
smart marketing and great delivery.
You can hear more from Bill Moore and
Fitness Australia at fitness.org.au
Twenty years ago a 24/7 unattended
gym wasn’t possible. There simply
weren’t enough gym-savvy exercisers
who knew what to do with the
WHAT’S NEW IN FITNESS - SUMMER 2016
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