CLICK to read the complete article: Norm Cates’ Club Insider Weekly – May 11 – 24, 2016

Data analytics and its myriad benefits can positively affect every single health club regardless of size. This influx of data can be harnessed, analyzed, and utilized to benefit both the health club and consumer in very meaningful ways.

Health clubs today face the daunting task of trying to understand and engage the web-surfing, technology-using, sophisticated and well-educated consumer. Through proper use of analytics, club operators can predict (and be prepared to adjust to) the most current consumer trends. Data collection and interpretation will forever change clubs’ marketing and sales strategies. Club operators who understand and implement data strategies have the power to elevate their clubs to the next level – and significantly outperform their competition.

Data analytics have a significant impact on the health club industry in  multiple ways.

  1. Data is worthless without INSIGHT – data insight is a vital asset

If a health club has a website, social media page, billing and management system, CRM, or sales platform, the club has an unimaginable asset in the data it collects from its customers. Even the smallest clubs generate data, but what do we do with this data?  Advanced analytics systems can track and analyze user experience, web traffic, keyword preferences, and consumer trends. This amount of data can be overwhelming for any club; hence, a strategy and plan are needed to collect, store, analyze, implement, and protect data assets. In this competitive market, savvy operators will begin to use data services to collect and visualize their clubs’ data with a desire to elevate beyond the competition.

It also means that clubs that never thought data would be “for them” might be scrambling to catch up. Let me make this as plain as possible: if you own or operate a club, and you have questions about how to improve your operations and stay ahead of your competition, your data is your greatest asset. It can be powerfully utilized to improve your club if you leverage the data for insight.  It’s really that simple.

  1.  What other industries are telling us

Data will enable clubs to better market and implement customer intelligence. Like it or not, the companies you do business with know a lot about you — and the quantity and diversity of what they know about you is increasing every year. Furthermore, 87% of enterprises believe data analytics will redefine the competitive landscape of their industries within the next three years. A remarkable 89% believe companies that do not adopt a data analytics strategy within the next year risk losing market share and momentum.

These and other key findings are from a recently published Accenture and General Electric study. This study also revealed that many enterprises are investing the majority (36%) of their time and IT budget in data analysis.

These are just a couple of the top impacts data analytics will have on the health club industry in the near future.  Is your business ready to capitalize on these opportunities?

Resources: &

Daron Allen, President and CEO

Daron Allen, President and CEO of the Visual Fitness Planner has 20 years health club industry experience.  Daron has worked with a many of the top 100 club operators.  He is a Past President and Board member of THRSA, Former VP of Fitness Services of the Osteopathic Health System of Texas (OHST), Finalists for the IHRSA/LifeFitness GM of the Year Award 1998/1999, and a recognized presenter within the health club industry.

Mario Bravomalo, Founder

Mario Bravomalo, Founder of Visual Fitness Planner (VFP), is a Licensed Physical Therapist who developed the prediction mathematical formulas of fat loss for body segments used today.  An entrepreneur, his ventures include a partnership in the creation of SPORTSMED and founding the North Texas Center for Pain Management. Mario also created a cash-for-service business portal within the nursing home industry for Richard’s Healthcare. His vision of how VFP could benefit the fitness industry led to the creation of Inter-Images.