AusLeisure

Leading wearable technology solution Myzone has shared its views on strategies for fitness clubs to differentiate their offerings from their competition.

The recently published Blog advises “not only is the fitness industry incredibly competitive, it’s also filled with hundreds of different competitors … (so) the first step towards competing with other gyms is realising the competition exists to begin with.

“Too many club owners recognize this too late as they lose their client base to rival gyms or services.”

Suggesting what gym managers find a unique selling point (USP) “that your current members can’t resist, and your potential members can’t refuse”, the brand highlights how Myzone can “drive your brand further into the market, leaving your club in a better position than your competition.

“Studies show that people that use Myzone visit their club on average 33% more in comparison to people that don’t use Myzone, which in turn has proven to increase retention by 24%.”

Three strategies that it suggests to “push your club above your competition” are:

1.Embrace Technology
Technology has revolutionised our lives and influenced nearly every industry, including fitness. It isn’t usually the first thing you notice at a club or studio, but its impact on a business' success is immense, changing the way the fitness industry functions. Myzone’s key to success is that it was built by an operator for operators.

With MZ-Instruct, trainers can take programming further than the clipboard and place it directly on the TV screen within the gym. MZ-Instruct allows clubs to play pre-recorded GIFs of exercises directly on the club TV, ultimately bringing the trainer to life on screen. The virtual trainer serves as a guide for clients by demonstrating how to perform each exercise, counting down the time each exercise lasts, as well as prescribing which colored heart rate zone clients should be in. This frees up the trainer’s time to focus on each clients’ form, increase class motivation, and maximise the touchpoints from trainer to client, continuously building that trainer/client relationship.

2. Get Social
Social media has had a huge impact on the fitness industry, from the instantaneous interaction we can have with people all over the world, to content being accessible to anyone and everyone.

The Myzone App gives real-time feedback during each workout to encourage effort in the moment. The app is user-friendly and intuitive, allowing users to see results anywhere, anytime.

Users can compete and connect with friends, like/comment on other’s workouts, and share their own workouts via social channels, building a community within your facility. Studies have shown that Myzone users who have more than four social connections crank out 41% more exercise than those with 0 social connections.

Why? Because giving trainers the opportunity to connect with their clients on the app and monitor their workouts serves as an accountability tool to keep their clients motivated to exercise outside of their scheduled sessions. Exercise can be intimidating and when members can’t overcome their fear of the gym, they often quit. The Myzone app allows members to feel as though they are a part of a community whether inside or outside of the gym, breaking down their barrier associated with exercise.

3. Gamify your Club
Today’s gym goers are looking for exercise entertainment. Fitness games motivate clients to ramp up their exercise efforts, either because they have a competitive streak or because they don’t want to let people down.

Recent studies have shown members’ exercise levels increase by 40% with gamification – with the pay-off linked to significant member engagement and associated retention benefits. With challenges, you can create an inclusive vibe inside your club that will have your members looking forward to coming back. Challenges are also a great way to introduce Myzone to members that have yet to take the plunge. Myzone has proven to increase club visits which has led to increased secondary spend. Myzone users spend 2x more at their gym in comparison to the average gym-goer. Running challenges is not only a great way to keep members engaged but serves as a revenue generator as well.

How? Challenges make members feel included and motivated to exercise, however, a Myzone challenge requires a Myzone belt, therefore, members must purchase a belt for entry. By highlighting paid programming as part of the challenge and challenge prizes will also encourage members to take advantage of the benefits of small group or team training.

The Blog concludes "as the industry grows, competition follows suit, meaning your members have just as many brands fighting for their business. The key to a comfortable and inviting gym atmosphere is creating an experience that your members want to be a part of. While Myzone means that absolutely anyone can feel good about exercise, whether it’s before, during or after the event, majority of members are still not intrinsically motivated, rather they need a little push to get themselves to the gym.

"With Myzone, you can provide your members with a platform full of opportunities and support that will give them a reason to keep coming back for more."

To contact Myzone click here to view their entry in the Australasian Leisure Management Supplier Directory. 

Image: Snap Fitness' uses Myzone.

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