Do relatório "European Health & Fitness Market - Report 2015" da Deloitte, retiro estes trechos de uma entrevista com Stefan Tilk, director geral da cadeia Fitness First Germany.
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Esta é a terceira entrevista que aqui citamos, e a terceira abordagem diferente ao mundo do fitness, mais uma forma de servir um segmento de clientes diferente.
"From your point of view, what are the major trends and developments in the fitness industry that influence your company now and also in the future?.
Digitalisation plays a key role. We see it as an instrument for achieving our major goal: interaction with our customers. Therefore, we use different ways to get in contact with the customers and plan to increase the integration of fitness in the daily life of our members by implementing innovative products and services. Digitalisation also means having an increasing focus on individualisation. With the term "mass customisation", other companies from different industries have already shown that there can be new business models out of this movement. We challenge ourselves: How can we fulfil the customers' increasing expectations? We cannot expect that our members are automatically satisfied when we open a new club. The entire fitness industry, and in particular Fitness First, needs to focus on the individual members' needs. It is important to find reasonable answers to new questions. Moreover, the fitness market is fragmenting. Particularly, micro gyms have seen strong growth over the last years because those concepts fulfil the customers' needs and the investment is manageable. We adopted this development and opened a site with a focus on slow movement in March in Cologne under the new brand "re-level". With "re-level" we implement a different brand identity and offer a new course and price model. The range of courses of re-level includes different elements from yoga to Pilates to functional patterns of movement and cardio sequences that lead to a compensation of tension. The visitor can choose from a unique combination of courses. Instead of a monthly membership fee, "re-level" clubs offer a "pay-as-you-go" concept to be flexible concerning the visits in our sites. If the new concept will be successfully adopted in Cologne, we can envision implementing this concept in other cities. [Moi ici: Mais uma referência ao uso da experimentação para a tomada de decisões de escalar de novas abordagens de negócios]
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In which market segments do you see a potential to catch up compared to other industries and from which industry can your industry learn? .
The fitness industry can learn from different market segments and industries. A comparison with the retail industry seems to be reasonable. With its new design and product concepts the retail industry offers lots of approaches and inspiration for the fitness industry. More precisely, I think about "shop-in-shop" systems, a link between product worlds and cooperations. [Moi ici: E, com isto, fico a pensar num modelo de negócio de loja multimarcas. Um espaço comum gerido por uma entidade que o promove e aluga a profissionais especializados em disciplinas de fitness, cobrando aos clientes e pagando aos profissionais. Uma espécie de El Corte Ingles de serviços de fitness?]
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How would you assess the development of the different fitness industry segments and how do you see the alignment of Fitness First in the future? .
There will always be a market for the premium segment. The net income of the German population is increasing constantly and the demand for exclusivity is analogue to this development. Vice versa, the discount segment focuses on the opposed trend. Nowadays, people do not associate "discount" with lower standards, but with "value-for-money" aspects. Concepts such as McFIT, clever fit and FitX have adopted this trend and their success validates their existence."
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