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Don't Get Left Behind: Embrace Digital Technology Today, Says Marcos Eguillor

Technology is changing industries wholesale and this is not an exception for the fitness industry.

“In the current market situation it is no longer enough to offer good service—you need to adapt your business to a customer that is familiarized with technology, accustomed to mobility, and claiming services in line with the twenty-first century,” said Marcos Eguillor, managing partner of BinaryKnowledge and professor at IE Business School, during his IHRSA European Congress keynote address, sponsored by Keiser Fitness. 

Eguillor advised that, in addition to having excellent staff and providing a good experience, health clubs must also offer digital solutions that extend the customer journey beyond the time spent at the gym. However, he warned, "digital transformation is much more than the development of an application or purchasing new technology"—the process requires a strategy with the following key steps:  

  1. Define your business objectives.
  2. Focus on what is relevant to your customer and integrate it as a single offer.
  3. Select carefully core suppliers and experts.
  4. Offer solutions that add value.r
  5. Start small and stay flexible.
  6. Experiment and learn from the process.
  7. Track the progress and measure results.
  8. Share your experience with other industry peers. 

Digital technology is here to stay and the fitness industry should confidently embrace it and use it as a tool to grow. 

“Early adopters in the industry are already seeing an increase in their earnings,” Eguillor said. “To ease the transformation, get your staff involved–they are the ones who can best interpret the data provided by new technologies.”

Reader Comments (1)

Nice post..
December 22, 2016 | Unregistered CommenterAwaz

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