“Creating clarity out of confusion is key,” says Carrie Kepple, IHRSA board member and owner and managing director of Styles Studios. “There are so many tech options available in the big, bad world of business-to-consumer industries that we don’t know what to choose for our own businesses to enhance the member journey.”
Kepple spearheaded the growth of Les Mills clubs in New Zealand after working as national director of group exercise for Gold’s Gym. Both experiences taught her how to utilize digital tools to maximize member engagement and retention.
“In my view, there are two key categories of technology we should be looking at in our tech strategy: fitness-enhancing tech and service-enhancing tech,” she explains. “I call this ‘tech-touched training’ environments.”
In the end, it’s all about giving the customer what they want, says Kepple. “Redesigning member experience is about their needs, not yours.”
Members Really Only Want One Thing: Everything
Consumer expectations are higher than ever. Industries old and new are in a race to keep up with demands, which are invariably technology-based. People live online, and they expect to have access to their online world wherever they go: in a coffee house, a hotel, an airplane, and, of course, a health club.
According to a survey, 91% of consumers say that access to content across all devices is important to them. Communication, information, and entertainment are available on-demand, every waking moment. The world is literally at people’s fingertips.
At one time, a generational divide affected marketing of digital-based services, but those distinctions are disappearing, especially when it comes to technology that informs us of our health and fitness status. The more people learn about themselves, the more they want services to attend to their personalized needs.