Fitness industry must look to customer service to survive competition

The Leisure Database company has predicted 2004 will see competition in the health and fitness club market getting ever more fierce – forcing clubs to focus on delivering excellent customer service.

Writing in Health Club Management, managing director David Minton says that there are now over 2,000 private clubs with more than 500 members and over 2,500 public sector clubs already open – and this is set to increase dramatically over the next year.

Planning permission has already been received for a further 800 clubs and a further 700 applications are in the pipeline.

The growth of trusts and leisure management companies and the investment they bring into the public sector also means that the public sector product is closing the gap on the budget end of the private sector.

“Competition is good,” says Minton, “it will ensure the product is constantly improved and that investment in staff and training will grow.

“I believe some groups will actually deliver customer service instead of just talking about it and most eyes will be on the changes.”

He also believes that clubs will start to reinvent themselves, catering for different needs and audiences at different times of day in the same way bars and restaurants do.

He also suggests that franchising is likely to make a bigger impact on the fitness industry, with 2004 potentially seeing “a combination of new thinking and entrepreneurial spirit.”