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The health and fitness industry is bifurcating, forking along two distinct pathways – self-service and supported. In every area of their lives, consumers have been taking control of activities that once were outsourced to others – self-scanning groceries, booking hotels and flights – and enjoying the empowering feeling of serving themselves. Low-cost gyms have tapped this phenomenon effectively, attracting members seeking a narrow fitness experience and content to serve themselves. However, perhaps less conspicuous is the second pathway, which is the supported club where customers seek and pay for a more guided experience. The best studios are part of this group, purposely engaged in helping customers reach a desired health and wellbeing aspiration. One pathway serves up outputs, and the other serves up outcomes. This webinar shares the critical differences between the two. Find out in this free webinar whether your brand is on the correct path and whether that path is clear to members, staff and your other stakeholders. Knowing these answers will make you more successful in the evolving competitive landscape.
Ray Algar is the managing director of Oxygen Consulting, a UK-based company that provides compelling strategic business insight for organizations connected to the global health and fitness industry. He has been analyzing and commenting on the industry’s evolution for the past 15 years and is the author of nine strategic industry reports covering topics such as the low-cost gym sector, the web and social media, the evolution of the mid-market and the emergence of boutique studios. Ray’s presentations are always thought-provoking and forward-looking.