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A que mais me encheu as medidas foi a feita a James Balfour co-fundador da 1Rebel:
"Could you briefly describe the concept of 1Rebel? What sets your company apart from the competitors? [Moi ici: Reparem como o homem tem os seus clientes-alvo identificados claramente. Reparem como faz sentido escolher o contrário do que propõe, sinal de que estamos realmente perante uma estratégia].
We are a true "boutique - micro gym" and market disruptor, targeting the cash-rich time-poor part of the London city population. We have conceived 1Rebel as a premium experience from start to finish, from the classes and the instructors through to the changing rooms and the organic food and juices in our restaurant. It is a five star offering that is unique.
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We have a great location .... We have hired the best people.
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By getting rid of memberships and contracts, you are offering high flexibility, but at a comparably high price. What makes you confident that this strategy will be successful? [Moi ici: Prescindiram de aspectos intocáveis no modelo tradicional do negócio]
Indeed, not having a contract is a risk. But we believe strongly in our unique product that delivers our customers a fantastic experience ... they want flexibility, not signing a mortgage.
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How do you see the role of the so called "wearables" (Fitbit, Jawbone, Fuelband, etc.) and their influence on motivation/retention?
[Moi ici: Qual será a resposta, o ponto de vista de uma empresa que aposta na experiência da interacção?] I am not yet convinced that wearables are the answer. It is indicative that Nike dropped their Fuelband project. The current models out are not yet there. We need to see improved next generations of these wearables before they will really make a big impact. Maybe Apple Watch will be the answer. At 1Rebel we believe not so much in high tech in the fitness experience; we rather let the good old honest way of your body telling you that you have had a great workout....
Is there further growth potential in the fitness industry in general; if so, in which regions or segments? [Moi ici: Acerca da importância de ter uma estratégia, de fazer escolhas]
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I see further growth in the "boutique" model that we have launched as well as in the high-end and low-cost side of the market.
[Moi ici: Temos o nosso modelo, acreditamos nele e, acreditamos que outros, com outros modelos também podem ter sucesso, cada um no seu espaço, servindo clientes diferentes. Isto é, na prática do mundo dos negócios, o exemplo dos rouxinóis de MacArthur ou das paramécias de Gause] You need to be clear in your positioning; to be all things to all people gets you into trouble fast!.
In recent years, low-cost operators have significantly impacted the European health and fitness industry. How would you characterise their role in the UK market today and will this trend continue in the near future? [Moi ici: Outra resposta interessante, em linha com o que ando a dizer há anos sobre a entrada das cadeias low-cost no mercado do fitness]
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Low-cost clubs have "commoditised" the sector. They are good for a certain type of customer and I believe they have expanded the market. [Moi ici: Quando abre um ginásio low-cost há um número de clientes novos que entra no mercado. Alguns desistem e não voltam. Alguns apreciam a oferta e fidelizam-se a este nível de preço e outros, descobrem que querem mais, indo alimentar a procura de outros players com ofertas diferentes] The UK was rather late with embracing the budget model, but is now catching up fast and that is a good thing for the market."
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