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Entries in Marcos Eguillor (2)

Thursday
Oct202016

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.”

Tuesday
Sep202016

Going Digital: The Disruptive Opportunity for the Global Health Club Business

If you’re uncertain about technology’s place in the health club industry, Marcos Eguillor, managing partner of BinaryKnowledge_ and professor at IE Business School, would like to give you a wake-up call. 

The growing use of technology in fitness is “not going back to ‘the good old times,’” he says. “Forget about it—this is not going to happen. Digital is going to stay, and instead of trying to fight it I would say try to leverage it.” 

Eguillor will teach IHRSA European Congress attendees how to leverage digital strategies in his keynote address, “Going Digital: The Disruptive Opportunity for the Global Health Club & Fitness Business.” His Keiser Corporation-sponsored presentation will take place on Wednesday, October 19 in Seville, Spain. 

How Technology Is Impacting Health Club Infrastructure 

One of the biggest disruptive elements of today’s digitized world is that the days of solely brick-and-mortar businesses are over. 

“The main change is the way customers think of infrastructure has changed,” Eguillor says. “The gym or health club is no longer just a place. Technology has made us independent from the infrastructure being a specific location or exercise machine or personal trainer—we are more autonomous and more knowledgeable about what to do and how to do it.” 

Jump on Different Digital Opportunities 

Eguillor suggests looking for new ways to turn a profit, even if that means the fundamental value proposition of your club could change. 

“It’s no longer a place to practice sport—the gym infrastructure has to be rebuilt in terms of the value proposition,” he says. “I don’t know if that means better infrastructure or no infrastructure, but you cannot be restricted to infrastructure. You need to be part of the value change in terms of digital.” 

This means that all staff members have to be aligned under the new digitized structure, Eguillor says. For example, if one of your personal trainers isn’t capable of interacting with members virtually, in addition to face-to-face, you are likely missing an opportunity. 

“Your personal trainer at the health club needs to be a digital ambassador,” he says. “By pushing those boundaries forward you can create a seamless experience—the user shouldn’t be able to differentiate when they’re at the club and when they’re out of the club.” 

Ultimately, undergoing a digital transformation can be a huge opportunity for a health club, but Eguillor cautions that the process is much more involved than simply building an app or purchasing new technology. 

“Digital transformation is not technology—it is what you do with technology,” he says. 

Learn more about the IHRSA European Congress, October 17-20 in Seville, Spain.