Fitness consumers to benefit in a year of innovation

Leading UK-based fitness business analyst Ray Algar believes that 2015 will see fitness consumers offered wider choice and greater service as operators reinvent their offerings.

Algar, who in addition to having years of experience in senior fitness business roles also heads Oxygen Consulting, expects major health club brands to be highly innovate in their consumer offering as they battle to assert themselves in a changing market.

Releasing Oxygen Consulting’s Review of the UK Health and Fitness Industry and Outlook for 2015, Algar, recaps on the major shifts in the UK fitness landscape in 2014 anticipates what’s in store for the year ahead.

 Algar sees that low cost operators will likely make further inroads in the sector – with the sector’s market share rising from 23% to 30% by the end of the year – but believes 2015 will be the year when the ‘squeezed’ middle market fights back.

Algar points to makeovers predicted for many of the brands range from new technology for names such as Virgin Active and David Lloyd, with better, faster fitness feedback and more engagement with users, to a wholesale “brand transformation from historic mediocrity to something both more intelligent and relevant to members” for Fitness First.

He explains “for many brands, this potentially means a move away from being merely providers of facilities to taking a central place in the health and wellbeing of their users and their neighbourhoods ... with, of course, the hoped-for bonus of improved customer retention.”

Algar goes on to explain "the winner in 2015 will undoubtedly be the consumer.

“For those who want low monthly fees and a DIY experience, there will be much more choice.

“For those who pay and expect a little more, the facilities and personal services on offer should be markedly improved and in some cases transformed almost beyond recognition. 2015 will be the year of the better fitness club experience."

Click here to order a copy of the report.

Top image courtesy of Fitness First.

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