版权说明:本文档由用户提供并上传,收益归属内容提供方,若内容存在侵权,请进行举报或认领
文档简介
INDUSTRYLEADERSFORECAST
The2023
PredictionsReport
Lookingaheadwithsomeof
thebiggestnamesinwellness
COVID-19recovery,politicalinstability,
soaringinflation—thebusiness
landscapeischangingatarapidpace.
So,whatdoesthefuturehold?
Weaskedleadersoftopwellness
brandstosharetheirpredictions
for2023andbeyond.Whiletheir
perspectivesvaried,theyshareda
commonthreadofoptimism.Evenin
thefaceofcomplexity,theyagree
thattheopportunitiesforgrowthand
impactareendless.
Contents
Themetaversewillexpand 1
Personalizationwillbeanexpectation 3
Musicstrategieswillbecomekeyretentionstrategies 7
Companyculturewillbemoreimportantthanever 9
Consumerswillseekawhole-humanapproach 13
Wearableswillmakefitnessmoreinclusive 16
PREDICTION|01
Themetaverse
willexpand
1
It’sthecontinuumoftheevolutionoftheinternet.It’sgoingtobethemeetingplaceforallrealitiesandit’sgoingtocreatequiteanintoxicatingenvironment.
It’sgoingtogetreally
EmmaBarry,ChiefCreativeSoul,
GoodSoulHunting
good.Don’tjudgeitbeforeyou’vetriedit.
they’regoingtopopinandnevercomeoutagain,buttelevisionwasthesamewhenitwasintroduced,”Barryclaims.“Isitgoingaway?No,becauseit’sthecontinuumoftheevolutionoftheinternet.It’sgoingtobethemeetingplaceforallrealitiesandit’sgoingtocreatequiteanintoxicatingenvironment.”
Buthowwillitimpactin-personexperiences?“Idon’tbelieveit’sgoingtocannibalize,orifitdoes, it’sgoingtocannibalizeaspartof thegreaterecosystem,”saysBarry.“It’sgoingtogetreallygood.Don’t judgeitbeforeyou’vetriedit.”
Streamingworkoutswereonce
seenasthewaveofthefuture.
Today,animmersivegamification
ofthefitnessindustryisunderway.
Theadoptionofaugmented
reality(AR)andvirtualreality(VR)
willcontinuetogrowatarapid
pace.Infact,
researchers
predict
growthofmorethan$125billion
globallyby2024.Asaresult,
leadingfitnessbrands,like
TRIB3
,
willcontinuetojumponboard.
ChiefCreativeSoulof
GoodSoul
Hunting
EmmaBarryisexcited
aboutthefutureofAR/VR.“Right
now,[thetechnology]isclunky.
It’salittlebitscary.Andwekeep
hearinghoweveryone’sworried
2
PREDICTION|02
Personalization
willbean
expectation
3
Wellnessbrandsshouldstart tothinkofhowtheycan‘Netflix-ize’or‘TikTok-ize’
theirconsumerjourneyandexperience,leveragingdataandAIalgorithmstoproactivelysuggesthowclientsshouldinteractwiththeirservice(orproduct)basedonauser’sstatedwellnessgoalsandtheirongoingbehavior.Thistype
BryanMyers,PresidentandCEO,[solidcore]
oftailoredandpersonalizedexperiencewillhelpclientsachievetheirgoalsmorequicklyandconsistentlywhilealsodrivingretentionandrevenueforthebusiness.
In2023,personalizationwillbeincreasinglyimportant.Accordingtoarecent
McKinseyarticle
,over70%ofconsumersexpecttohavepersonalizedinteractionswithbrandstheyinvestinandoverthree-quartersgetfrustratedwhentheydon’t.
Inthewellnessindustry,apersonalizedapproachisperhapsevenmoreimportant.Asecond
McKinseyarticle
showsconsumersareincreasinglywillingtogivetheirpersonaldatatoreceivemorepersonalizedwellnesstreatmentsandservices.
4
Forwellnessbrandslike
HydrationRoom
,apersonalapproachisnothingnew.“Personalizationhasbeenthedrivingforcebehindourbusinessstrategysinceday
one.Ourhealthandwellnessareinherentlyindividual.Whatisgoingtoworkforyoumightnotalwaysbethecaseforanyoneelse.Withpersonalizationandcustomization,youreceiveamuchmoreengagedcustomer:onewhovisitsweekly,iseagertotrynewservices,andbecomesachampionofyourbrandonlineandin-person,”claimsFounderandCEODr.BrettFlorie.“Ofcourse,thisallleadsbacktocustomerservice—makingsureyouhavededicatedemployeeswhoarewillingtoputinthetimetoeducateyourcustomers.Thatwillalwaysyieldareward.”
Intheyearsahead,
solidcore
[]willalso continuetoprioritizepersonalization.“Personalizationinordertohelpclientsachieveresultsismorethanabusiness strategy—itisabusinessimperative.Without it,clientsareapttomoveonuntilthey
findsomeonewillingtohelpthemlayoutaroadmapmoreclearlyandpersonally,”explainsPresidentandCEOBryanMyers.
Myerssuggestsleveragingartificialintelligencetohelpcustomersachievetheirgoalsmoreeffectively.“Wellnessbrandsshouldstarttothinkofhowtheycan‘Netflix-ize’or‘TikTok-ize’theirconsumerjourneyandexperience,leveragingdataandAIalgorithmstoproactivelysuggesthowclientsshouldinteractwiththeirservice(orproduct)basedonauser’sstatedwellnessgoalsandtheirongoingbehavior,”heshares.“Thistypeoftailoredandpersonalizedexperiencewillhelpclientsachievetheirgoalsmorequicklyandconsistentlywhilealsodrivingretentionandrevenueforthebusiness.”
Withpersonalization,however,comesconcernsaboutprivacy.Althoughconsumerswantpersonalizedexperiences,theymayobjecttotheirdatabeingcollected.“Withthat,Ibelieveit’simportantthatusershavetransparentvisibilityintowhatdataisbeingcollectedwhen,andhowit’sbeingused.Theyshouldhavetheopportunitytooptinoroutoftheexperiencebasedontheirpersonallevelofcomfort,”Myerssuggests.
Ourhealthandwellnessareinherentlyindividual.Whatisgoingtoworkforyoumightnotalwaysbethecaseforanyoneelse.Withpersonalizationandcustomization,youreceiveamuchmoreengagedcustomer:onewhovisitsweekly,is
Dr.BrettFlorie,FounderandCEO,HydrationRoom
eagertotrynewservices,andbecomesachampionofyourbrandonlineandin-person.
6
PREDICTION|03
Musicstrategies
willbecomekeyretentionstrategies
7
I’vehearditoncesaidthatmusicisessentiallyalegalperformance-enhancingdrug.Boutiquefitnessstudiosthatdonotemphasizetheimportanceofmusicwithinthecustomerexperiencemissoutonacrucial,foundationalpiecethatdrivestheir
LeahSeacrest,VPofFitnessandOperations,Co-Owner,
RegymenFitness
customers’motivation—andtherefore,results.Intheend,resultsdriveretentionandbrandloyalty.
andtheirnewChiefMusicOfficer
SteveAoki
.
Fitnessbrandsthatdon’thaveathoughtfulapproachtomusicmayseemotivation—andretention—takeahit.“Boutiquefitnessstudiosthatdonotemphasistheimportanceofmusicwithinthecustomerexperiencemissoutonacrucial,foundationalpiecethatdrivestheircustomers’motivationandthereforeresults.Intheend,resultsdriveretentionandbrandloyalty,”accordingtoLeahSeacrest,VPofFitnessandOperationsof
RegymenFitness
.
Agoodplaylistisessentialtokeep
peoplemotivated—andcoming
back.Accordingtothe
2022
MindbodyWellnessIndex,71%of
consumerssaymusicmotivates
themduringmovementandover
40%saytheydiscovernewmusic
throughtheirwellnessroutines.
In2023,industryleaderswill
needtoprioritizeplaylistsand
theirimpactonthecustomer
experience.Strongermusic
strategiesmayincludeshared
playlists,music-centeredevents,
andpartnershipswithcelebrity
artists,àla
OrangetheoryFitness
8
PREDICTION|04
Company
culturewillbe
moreimportant
thanever
9
10
Therealityis,ifyoudon’t
focusonhavingapositiveculture,you’renotgoingtoretainemployees.Theworkforcehaschangedandifyoudon’tchangewithit,you’renotgoingtohaveabusinessthatcangrow.
KristinKidd,VicePresidentofOperations,TheLashLounge
MarkSchlossberg,CEOandCo-founder,PAINTNailBar
Thestaffistheheartbeatofthebusiness—anditbeginswiththefirstinterview,whichisintenselypsychologicallyoriented.Wedifferentiate
ourselvesbymakingclearexactlyhowweviewtheirroleand[reiterating]thattheyarefoundationaltothesuccessofallthatwedo.Secondly,weover-train,over-support,andover-empowerthemwithoutcondition.Theirfamiliesandchildrenareequallyimportanttoours.Ourstaffmembersknowtheyareourpriority,aboveallelse.WemakereadilyavailabletothemopportunitiesforgrowthandIhavelearned,withoutexception,itisthecounterintuitiveaspectsofleadingstaffthatmakesallthedifference.
Blohasabrandpromise:We’reheretomakeyoushine.Wedeliverthatpromisetoourguestsaswellastoourstaff.WearefocusingoncreatingopportunitiesforourteammemberstoenhancetheirskillsetsasBloaddsservicestoourmix.Wealsooffertheopportunitytosellproducts
VanessaYakobson,CEO,
BloBlowDryBar
andupgradedservicestoenhancetheirearnings.Wewantourteamtoshineinafunenvironmentwheretheyfeelvaluedandappreciated.
Today’semploymentmarketisuniqueanddifficultfororganizationstonavigate.Accordingtoa
recentstudyby
FRANdataandIFA
,nearly90%ofrespondentsreportedfranchiseesarehavingtroublefindingskilledworkers,unskilledworkers,orboth.Anotherstaggeringfigure:Arecent
McKinseyarticle
claims40%ofemployeesarelikelytoleavetheircurrentjobinthenextthreetosixmonths.
Whythesignificanttransition?“[Duringthepandemic],peoplehadareallygoodlookinthemirror,andtheyreprioritized,”accordingto
GoodSoulHunting
ChiefSoulOfficerEmmaBarry.
“It’snotallaboutthedollaranymore.Peoplewanttoknowtheymatter.”
So,whatcanbrandsdotoattractandretainhigh-qualitytalentin2023?
Newresearch
11
12
showsflexibilityandcompanyculturewillbeincreasinglyimportant.
“Therealityis,ifyoudon’tfocusonhavingapositiveculture,you’renotgoingtoretainemployees,”says
TheLashLounge
VicePresidentofOperationsKristinKidd.“Theworkforcehaschangedandifyoudon’tchangewithit,you’renotgoingtohaveabusinessthatcangrow.”
ForMarkSchlossberg,CEOandCo-founderof
PAINTNailBar
,hiscompanycultureisstaff-centric.“Theclientnevercomesfirst,norshouldtheycomefirst.Thestaffcomesfirst,”hesays.“Thestaffistheheartbeatofthebusiness—anditbeginswiththefirstinterview,whichisintenselypsychologicallyoriented.Wedifferentiateourselvesbymakingclearexactlyhowweviewtheirroleand[reiterating]thattheyarefoundationaltothesuccessofallthatwedo.”
Whenhiring,RegymenFitnessleansontechnologytoensuretherightfit.“We’veinvestedinsoftwarethatallowsustobettermatchcandidatestothepositionsweare
lookingtofill,”sharesVPofFitnessandOperationsandCo-OwnerLeahSeacrest.“Thisworksequallytobenefitusasacompanybutalsoforthecandidatetomakesuretheyarewellsuitedtotheexpectationsofthejob.”
Seacrestalsosays,“Thissamesoftwarehasallowedustoalsobetterunderstandourexistingteamandleveragetrainingopportunitiesgearedtobuildastrongerculturethushavingapositiveeffectonouremployeeretention.”
Toretaintoptalent,SchlossbergemphasizesPAINTNailBar’sonboardingprocessandemployeebenefits.“Weover-train,over-support,andover-empowerthemwithoutcondition.Theirfamiliesandchildrenareequallyimportanttoours.Ourstaffmembersknowtheyareourpriority,aboveallelse.WemakereadilyavailabletothemopportunitiesforgrowthandIhavelearned,withoutexception,itisthecounterintuitiveaspectsofleadingstaffthatmakesallthedifference.”
Similarly,VanessaYakobson,CEOof
BloBlowDryBar
,knowsthevalueofinvestinginherteamwithcontinuingeducationandfaircompensation.“Blohasabrandpromise:We’reheretomakeyoushine.Wedeliverthatpromisetoourguestsaswellastoourstaff,”sheshares.“WearefocusingoncreatingopportunitiesforourteammemberstoenhancetheirskillsetsasBloaddsservicestoourmix.Wealsooffertheopportunitytosellproductsandupgradedservicestoenhancetheirearnings.”Yakobson’sultimategoal:“Wewantourteamtoshineinafunenvironmentwheretheyfeelvaluedandappreciated.”
PREDICTION|05
Consumers
willseeka
whole-human
approach
13
AmandaCarlson-Phillips,SeniorVP/HeadofPerformance
Innovation,EXOS
Aholisticapproachtowellness
isbeingadoptedbymanyoftheplayersinthemarkettoday,oftenstartinginonedomainofserviceandslowlyexpandingtothenext.Companieswanttodrivelong-termengagementandimpact,thechallengebeingthatnewservicesandofferingsdon’tsimplypileoneachotherwithmoretodoforthemember.Theymustbethoughtfullyintegratedandconsiderateofthemember’sexperience.Theservices,
plans,andcoachingshouldcomplement,notcompete,witheachother—allworkingtogethertomovethemembermoreefficientlytowardtheoutcomesthey’restrivingfor.
14
15
Consumershaveexpandedtheirdefinitionofwellness—itnowencompassesawholelotmorethanjustbeinginshape.It’sreducingstress.It’sfeelingconfident.It’sfindingasenseofcommunityandbelonging.Itspansmental,physical,andspiritualdimensions—and,accordingtorecent
Mindbodyresearch
,consumerswillprioritizementalwellnessmost.
Motivationsformovementhaveshifted,too.Pre-pandemic,thetopreasonsconsumersexercisedweretocontrolweightandfeelgood.Today,consumerssaytheyexercisetoreducestressandfeelbettermentally.In2023,fitnessandwellnessbrandswithstayingpowerwilltapintothesedeepermotivationsandexpandtheirservicestobettersupportthemind-bodyconnection.
For
EXOS
,providinganintegratedapproachtohelpclientsachievetheirgoalsisnothingnew.“ThishasbeencoretoEXOSsince1999.
Infact,itwasafoundingpromisewemadetobreakdownwallsbetweenpractitionersandvariousdomainstosupportthewholehumantowardtheachievementoftheirmeaningfulgoals,”saysSeniorVP/HeadofPerformanceInnovationAmandaCarlson-Phillips.
TheEXOSleadershipteamrecognizesashifthappeningintheindustry.“Aholisticapproachtowellnessisbeingadoptedbymanyoftheplayersinthemarkettoday,oftenstartinginonedomainofserviceandslowlyexpandingtothenext.Companieswanttodrivelong-termengagementandimpact,thechallengebeingthatnewservicesandofferingsdon’tsimplypileoneachotherwithmoretodoforthe
member.Theymustbethoughtfullyintegratedandconsiderateofthemember’sexperience,”Carlson-Phillipssays.“Theservices,plans,andcoachingshouldcomplement,notcompete,witheachother—allworkingtogethertomovethemembermoreefficientlytowardtheoutcomesthey’restrivingfor.”
Carlson-Phillips’adviceforbrandslookingtoexpandtheirofferingsinthefuture?“Thestudiosthatwillwinwillhelpindividualsmakesenseofthebroaderarrayofthetypesofmodalitiesthatweknowarecriticaltolong-termsuccess,”sheshares.“Whenexpandingofferings,weneedtoconnectbacktoacentralmethodologythat’sdeliveredbyexpertswhoaresteepedinandevolvingthatmethodology.Ifthisisn’tthecase,thememberispresentedwithfurtherrandomnessandahighpotentialforconfusion.”
16
PREDICTION|06
Wearableswill
makefitness
moreinclusive
Asfranchisesinthewellness
JenellRiesner,Director
ofMarketingandBrand,
iLoveKickboxing
industry,we’renolongerexclusivelyinthefitnessvertical.Aswelooktothefuture,technologyanddatamanagementwillbecomeasecondaryfocusforourstudios.Justaswemakedata-drivendecisionsformarketingandsales,boutiquestudiosshouldbeconsideringwearabletechnologydatawhenmakingfitnessprogrammingdecisionsandmorepersonalizedrecommendationsforourmembers’goals.
Accordingtothe
American
CollegeofSportsMedicine
(ACSM)
,wearabletechnologyisthetopfitnesstrendthisyear.Andwithover60%ofMindbodyappuserswhodonsomeformofwearable,we’renotatallsurprised.1Headinginto2023,wearableswillcontinuetoimproveresults—andaccessibility.
“Wewantfitnesstobeaccessibletoeveryone,atalltimes,andthe
moreit’sinfrontofourclients,thebetter,”says
SPENGA
Co-founder
HeatherRuff.
Franchiseorganizationsareteamingupwithiconicbrands—
OrangetheoryandApple
,forexample—tohelpconsumersconvenientlykeeptrackoftheirworkouts.“Ibelievewe’regoingtoseemoreandmoreofthesecollaborationsbetweenfitnessandbigbrands—andit’sa
17
1.February2022,MindbodyAppConsumerSurvey,Mindbody
greatthing,”saysRuff.“Theco-brandingandcollaborationswithbiggertechbrandsmakeiteasierforstudiosandgymstofocusonwhattheydobest—trainingclients—whiletakingadvantageoftheinnovationsatechcompanyhascreated.”
AccordingtoRuff,wearableswon’tjustbefor trackingst
温馨提示
- 1. 本站所有资源如无特殊说明,都需要本地电脑安装OFFICE2007和PDF阅读器。图纸软件为CAD,CAXA,PROE,UG,SolidWorks等.压缩文件请下载最新的WinRAR软件解压。
- 2. 本站的文档不包含任何第三方提供的附件图纸等,如果需要附件,请联系上传者。文件的所有权益归上传用户所有。
- 3. 本站RAR压缩包中若带图纸,网页内容里面会有图纸预览,若没有图纸预览就没有图纸。
- 4. 未经权益所有人同意不得将文件中的内容挪作商业或盈利用途。
- 5. 人人文库网仅提供信息存储空间,仅对用户上传内容的表现方式做保护处理,对用户上传分享的文档内容本身不做任何修改或编辑,并不能对任何下载内容负责。
- 6. 下载文件中如有侵权或不适当内容,请与我们联系,我们立即纠正。
- 7. 本站不保证下载资源的准确性、安全性和完整性, 同时也不承担用户因使用这些下载资源对自己和他人造成任何形式的伤害或损失。
最新文档
- 室内拆除施工合同模板
- 2024年企业辅导:管理咨询与业绩提升合作契约
- 新能源车停车设施建设方案
- 无偿赠予股合同模板
- 2024年制:园林景观树木采购合同
- 2024年化妆品专用包装袋订购协议
- 彩钢瓦订单合同模板
- 消毒机器人服务合同模板
- 云南支教合同模板
- 承包国有建设用地合同模板
- 小儿健脾胃知识讲座
- 【比亚迪新能源汽车企业财务风险识别与控制分析13000字(论文)】
- 小细胞肺癌查房
- 外研社英语五年级上册期中期末复习要点
- 《新中国的科技成就》
- 彭端淑《为学》与秦观《劝学》对比阅读(附答案解析与译文)
- 15.《我与地坛》课件2023-2024学年统编版高中语文必修上册
- 森林防火设备采购投标方案(技术标)
- 2024财务分析师岗位需求与职业规划
- 危险化学品经营企业安全生产奖惩制度范本
- 程式与意蕴-中国传统绘画
评论
0/150
提交评论