NEWS
Boutique gyms must “consider gamification and VR” to engage Generation Z members
POSTED 29 Mar 2019 . BY Andy Knaggs
We have to make people understand that it is an experience, not just a workout
– Andy Tee
Gyms and boutique studios will need to marry elements such as gamification and virtual reality into their offering in the future to keep Generation Z members engaged, according to Chloe Combi, a specialist on the demographic.

Speaking in the Talking Point article in the March 2019 issue of Health Club Management, Combi said that this generation – typically described as those who were born from the mid-1990s to early-mid 2000s – is often isolated in terms of their social activities, so “united activities will become more sought out as we move into the next decade”. There should be a greater emphasis on teamwork, team-building and working together, she said.

“Gyms and boutiques will also need to consider gamification, virtual reality and cutting edge technology, using elements of other favoured Gen Z activities (like gaming, YouTubing) into physical exercise, and making it futuristic, exciting, competitive on a global scale and fun.”

Combi’s suggestion came within the context of a wider discussion about whether the “boutique boom” has reached its peak, and a related topic, started in the February 2019 issue of HCM, considering whether the concept of boutique studios will work outside of the major cities.

Emma Barry of Catalyst cited a number of developments in the sector – increasing revenues, increasing numbers of studios, acquisitions and territorial expansions – to illustrate her response, saying: “These are not signs that boutique fitness is slowing down any time soon. Of course, the temperature will drop as the segment matures and the concepts reach beyond first-mover cities to secondary cities and suburbia.”

According to Catherine Jones of Orangetheory the boutique boom is still in its infancy, with plenty more fitness offerings still to come, and demand growing across the UK “as more professionals move away from London to places that are cheaper to live”, creating “hubs of busy professionals all over the UK”.

Opening new boutique studios outside of London carries with it factors that are both good and not so good. For example, the cost of doing business is lower outside of the capital, but there are also fewer high quality fitness instructors and PTs around, and the potential customer base, which is used to using big box gyms at low cost, will need educating on the boutique model.

“The main challenge you come up against when taking this concept outside of London is educating the consumer as to why they should pay the same for one class as they could pay for a month’s membership at a budget gym,” said V1BE co-founder Andy Tee. “We have to make them understand that it is an experience, not just a workout.”

Indeed, Justin Rogers, creative director at Ten Health & Fitness, which has eight locations in London and has no current plans to expand outside of the capital, sees no reason why boutiques would not work elsewhere, and believes it would be a great way for start-ups to begin.

“It could even be a better idea to open outside of London, given the saturation and the price of rents in the capital,” he said.

To read the full articles in HCM, please use the links below:

Outside London – will boutiques work outside major cities?
Peak boutique – is the boutique boom reaching the peak of its lifecycle?
Orangetheory plans to open 40 sites over the next nine years, including in the Midlands and Northern England
RELATED STORIES
Boutique operator Ritual Gym to open first US site


Boutique HIIT studio operator Ritual Gym will open its first site in the US next month.
'Boutiques will crush the big box operators': Xponential’s Geisler predicts industry upheaval


Xponential Fitness founder Anthony Geisler sees a dominant future for his boutique fitness business, and one in which the big box operators have been crushed by the rise of boutiques.
Sweat 2019: boutique fitness sector still thriving and nowhere near 'breaking point'


The current boutique fitness boom is nowhere near reaching a 'breaking point'.
V1be plans to establish London boutique concept in Manchester


Andy Tee, co-founder of boutique fitness studio V1BE, has revealed plans to expand the concept from a single site in Manchester using a combination of organic growth and franchising.
 


CONTACT US

Leisure Media, Portmill House, Portmill Lane,
Hitchin, Hertfordshire SG5 1DJ Tel: +44 (0)1462 431385

©Cybertrek 2019

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS
 
Leisure Management - Boutique gyms must “consider gamification and VR” to engage Generation Z members...
18 Aug 2019 Leisure Management: daily news and jobs
 
 
HOME
JOBS
NEWS
FEATURES
PRODUCTS
FREE DIGITAL SUBSCRIPTION
PRINT SUBSCRIPTION
ADVERTISE
CONTACT US
Sign up for FREE ezine
Latest news

29 Mar 2019

Boutique gyms must “consider gamification and VR” to engage Generation Z members
BY Andy Knaggs

V1BE was one of the first boutique studios in Manchester

V1BE was one of the first boutique studios in Manchester

Gyms and boutique studios will need to marry elements such as gamification and virtual reality into their offering in the future to keep Generation Z members engaged, according to Chloe Combi, a specialist on the demographic.

Speaking in the Talking Point article in the March 2019 issue of Health Club Management, Combi said that this generation – typically described as those who were born from the mid-1990s to early-mid 2000s – is often isolated in terms of their social activities, so “united activities will become more sought out as we move into the next decade”. There should be a greater emphasis on teamwork, team-building and working together, she said.

“Gyms and boutiques will also need to consider gamification, virtual reality and cutting edge technology, using elements of other favoured Gen Z activities (like gaming, YouTubing) into physical exercise, and making it futuristic, exciting, competitive on a global scale and fun.”

Combi’s suggestion came within the context of a wider discussion about whether the “boutique boom” has reached its peak, and a related topic, started in the February 2019 issue of HCM, considering whether the concept of boutique studios will work outside of the major cities.

Emma Barry of Catalyst cited a number of developments in the sector – increasing revenues, increasing numbers of studios, acquisitions and territorial expansions – to illustrate her response, saying: “These are not signs that boutique fitness is slowing down any time soon. Of course, the temperature will drop as the segment matures and the concepts reach beyond first-mover cities to secondary cities and suburbia.”

According to Catherine Jones of Orangetheory the boutique boom is still in its infancy, with plenty more fitness offerings still to come, and demand growing across the UK “as more professionals move away from London to places that are cheaper to live”, creating “hubs of busy professionals all over the UK”.

Opening new boutique studios outside of London carries with it factors that are both good and not so good. For example, the cost of doing business is lower outside of the capital, but there are also fewer high quality fitness instructors and PTs around, and the potential customer base, which is used to using big box gyms at low cost, will need educating on the boutique model.

“The main challenge you come up against when taking this concept outside of London is educating the consumer as to why they should pay the same for one class as they could pay for a month’s membership at a budget gym,” said V1BE co-founder Andy Tee. “We have to make them understand that it is an experience, not just a workout.”

Indeed, Justin Rogers, creative director at Ten Health & Fitness, which has eight locations in London and has no current plans to expand outside of the capital, sees no reason why boutiques would not work elsewhere, and believes it would be a great way for start-ups to begin.

“It could even be a better idea to open outside of London, given the saturation and the price of rents in the capital,” he said.

To read the full articles in HCM, please use the links below:

Outside London – will boutiques work outside major cities?
Peak boutique – is the boutique boom reaching the peak of its lifecycle?



Connect with
Leisure Management
Magazine:
View issue contents
Sign up:
Instant Alerts/zines

Print edition
 

News headlines
Emma Darby named COO of Resense
Emma Darby named COO of Resense   16 Aug 2019

Leading wellness consultancy Resense has announced the promotion of Emma Darby to the position of chief operating officer (COO). Darby benefits from .... more>>
Australian Museum closes for year-long AUS$57.5m renovation
Australian Museum closes for year-long AUS$57.5m renovation   16 Aug 2019

A major renovation project that will expand touring exhibition halls and create several new facilities at the Australian Museum in Sydney will see the .... more>>
ISPA research: More men visiting spas than ever before
ISPA research: More men visiting spas than ever before   16 Aug 2019

Research by the International Spa Association (ISPA), has revealed that more men are going to spas than ever before, with stats indicating that 49 per .... more>>
The Lancet: social media preventing teenagers being physically active – and affecting their mental health
The Lancet: social media preventing teenagers being physically active – and affecting their mental health   16 Aug 2019

Teenagers' 'incessant' use of social media is radically reducing the time they spend sleeping and exercising – and could have a detrimental effect on .... more>>
Silver Dollar City announces record-breaking waterfall drop ride among US$30m plans
Silver Dollar City announces record-breaking waterfall drop ride among US$30m plans   16 Aug 2019

The tallest raft ride drop in the Western Hemisphere is coming to Silver Dollar City, after the park revealed plans to invest more than US$30m .... more>>
Global Wellness Summit relocates from Hong Kong to Singapore
Global Wellness Summit relocates from Hong Kong to Singapore   15 Aug 2019

Susie Ellis, chair of the Global Wellness Institute, has announced the 2019 Global Wellness Summit will move from Hong Kong to Singapore. Dates will .... more>>
Company profile


Booker by MINDBODY

Booker by Mindbody is an all-in-one management solution to run and grow your spa. Booker gives you access to a powerful tool that will help you promote your business and retain customers.

View full profile>>

Catalogue gallery


Featured Supplier

Hand Picked Hotels launches The Hive to improve work/life balance for employees

Hand Picked Hotels launches The Hive to improve work/life balance for employees

Independent country house hotel group, Hand Picked Hotels, has partnered with Reward Gateway to launch a new bespoke interactive platform. More>>




in this issue

• Bridges acquires énergie Fitness
• Huw Edwards named CEO of ukactive
• Horniman Museum revamp plans unveiled



Latest jobs

Jobs Search



Cleaners
Salary: Competitive
Location: Queensway, London, UK
Company: Everyone Active
Personal Trainer Energie Fitness Borough
Salary: £40-60/hour
Location: Borough SE1, UK
Company: énergie group
Personal Trainer / Fitness Trainer
Salary: 100% of your PT earnings
Location: Watford, UK
Company: The Gym Group
Diary dates
Powered by leisurediary.com




03 Sep 2019

Spa Business Bootcamp Course

Laico Hotels & Resorts Regency, Nairobi, Kenya



Leisure Management magazine 2018 issue 1
Leisure Management
2018 issue 1

View issue contents
View on turning pages
Download PDF
  Interview: Sioux-per foods
The Sioux Chef, Sean Sherman, is on a mission to revive indigenous cuisine More>>
  Promotional feature: Alliance Leisure
The future of leisure in times of austerity More>>


Leisure Management magazine 2016 issue 1

Leisure Management
2016 issue 1

View issue contents
View turning pages
Download PDF
  Tourism: Ireland’s wild side
The Wild Atlantic Way is helping tourists discover a whole new side of Ireland More>>
  Gymtopia: Angels’ advocate
Gymtopia founder Ray Algar on making a difference beyond the health club walls More>>


Published by The Leisure Media Company Ltd Portmill House, Portmill Lane, Hitchin, Herts SG5 1DJ. Tel: +44 (0)1462 431385 | Contact us | About us | © Cybertrek Ltd