active-net 2014: Industry must take heed of microgym success

Leading figures from the health and fitness industry have today warned that companies must adapt to the changing market exemplified by the surge of microgyms to avoid being left behind.

Speaking during a Q&A session at the 2014 active-net conference in Coventry, Les Mills customer experience director Martin Franklin said microgyms had proved a “disruptive influence” to the traditional gym model and were indicative of a market shift.

“The success of microgyms such as Psycle in London tells us that both the market and consumer demand is changing - and we as a sector aren’t adapting well enough,” noted Franklin.

“We need to analyse this success, pick up on trends and work out innovative ways to integrate these into our existing operations.”

During the same discussion, themed Innovation outside the box, Creative Fitness Marketing (CFM) CEO and creator of physical activity monitor Myzone Dave Wright concluded that the gym model had to change in order to thrive.

He said gyms must expand beyond their conventional four walls to tap into new markets and said hypocrisy - with industry executives failing to practice what they preach in terms of working out in a gym environment - was another issue.

“It also comes down to commerciality - our knowledge is the key selling point, not the four walls of the gym,” said Wright.

“As technology and innovation move certain forms of activity outside of the conventional gym model, facilities must look towards becoming data-driven so that they may serve as the central hub for these new forms of activity.”