Parte I,
parte II e parte III.
Um intervalo no comentário das entrevistas no relatório "European Health & Fitness Market - Report 2015" da Deloitte, para sublinhar alguns pontos interessantes em "
Comment on Pure Gym buying LA fitness":
"What does this mean for the UK fitness industry?.
As the LA fitness clubs convert over to the Pure Gym brand it means one of the industry’s founding gym brands will leave the high street, subject to CMA approval of course. It’s a little sad but also a reflection of how the gym landscape has changed and how consumers have quickly embraced new fitness trends. The longer established gym brands have recently been re-defining their core offering to ensure they remain relevant in an era of abundant gym and broader fitness offerings. I believe this is the year they need to demonstrate a real leap in value for their members otherwise they face a bleak outlook.
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Has the fitness industry become increasingly stratified by cost?.
I see the UK health and fitness market bifurcating or forking along two distinct pathways – ‘self-service’ and ‘supported’. ... Low-cost gyms have tapped this phenomenon very effectively, attracting members seeking a more ‘narrow’ gym-led fitness experience and content to serve themselves. However, perhaps less conspicuous is the second pathway, which I describe as ‘supported’, where customers seek and pay for a more guided experience. This is where the very best specialist studios are to found purposely engaged in helping customers reach a desired health and wellbeing aspiration. So one pathway serves up outputs (facilities) and the other outcomes, a critical difference. [Moi ici: Muito bom. Uns disponibilizam equipamentos, disponibilizam instalações, outros ajudam a atingir objectivos. É o "How can we help?". Costumo usar esta comparação]
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I think the issue for legacy brands such as LA fitness is that the consumer has been receiving more of a self-service experience, but at monthly fees far higher than offered by low-cost gym brands.[Moi ici: Outra vez muito bom!!! Em sintonia com o meu diagnóstico. O que só revela o quanto há por fazer nas "legacy brands"]
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What future moves do you anticipate in the sector?.
The low-cost gym brands will continue building momentum and their geographic reach in order to bring affordable and accessible fitness to all corners of the UK. However, also look out for the specialist boutique-style studios such as Psycle, Heartcore Fitness, Barry’s Bootcamp and 1Rebel that attract a fanatical following from customers seeking expert-led sessions. These people are prepared to pay £20 for a single 45-minute class, which is proof that parts of the industry are not commoditising."
BTW, não esquecer esta citação retirada da coluna de citações:
"When something is commoditized, an adjacent market becomes valuable"
O mundo económico é, cada vez mais, não o triunfo de um modelo, mas a explosão de diferentes modelos, dedicados a diferentes tribos, permitindo a coabitação pacífica
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