Connect Members to the Internet – and to Your Club
By Guy Danhoff
Provide your members with the next generation of Internet technology.Today, practically everyone uses Internet and wireless technology for communication, news, information and personal entertainment. And core fitness facility users – tech-savvy baby boomers, busy professionals and the active 20-something generation – lead the way. The Internet has recently experienced incredible growth in content and capabilities. This growth has transformed it into our television, our radio, our bookshelf and even our telephone. For many exercisers, Internet technology and entertainment offerings are a major consideration when choosing a club to join. |
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Envision a member entering your club and heading to her favourite piece of cardio equipment. Within seconds of beginning her workout, she’s on the Internet using a touch screen broadband station to watch a favourite television show she missed. Or she’s customizing her workout music playlist via streaming video or radio. While listening to music, she accesses her e-mail using a standard configuration keyboard on the touch screen monitor. (Even when she begins to exercise vigorously, the keyboard is easier to use than a PDA.) As she finishes her workout, she saves her preferences so they’re available for her next workout.
A science fiction scenario? Not really. This technology is available today.
Providing advanced Internet technology as a featured club amenity can help attract prospects from the most desirable demographics, retain existing members and increase referrals. Progressive club operators may also use the Internet access to promote events and specials and to up-sell with pop-ups and advertising.
There is no turning back. Clubs will always compete to attract the most desirable members, and many members are demanding more convenient media access.
The Internet is the most logical and cost-efficient delivery system. By the end of 2005, more than 50 million Americans turned to the web as their preferred medium for news, in contrast with newspapers and television which are experiencing sharp audience declines. As an example of this media delivery shift, streaming video services are now provided online by major television networks to increase their program audience. And most of these offerings are free.
Future technology options include creating privatized premium account capabilities with secure datalinks to devices such as Blackberries, PDAs and cellular phones. This member service will provide another hands-off revenue stream for clubs. Other developments include fingerprint identity recognition for instant preference recall, exercise routines involving video game interactivity and optic sensing.
The competitive edge will go to those club operators who recognize and seize this opportunity.
Guy Danhoff is the director of operations for MYE Entertainment North America. He has over 12 years of fitness entertainment experience in system integrated sales, sales training and sales management. Guy has previously served as the midwest territory manager for Netpulse Communications, Inc., Enercise and served through two acquisitions by Cardio Theater/ClubCom and subsequently Precor. Contact him at 314-324-0862 or visit www.myeclubtv.com
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