023 The Truth About Health Clubs & Behavior Change - Jan Middelkamp
Fitness + Technology18 Apr 2017

023 The Truth About Health Clubs & Behavior Change - Jan Middelkamp

Across our industry space, we're well aware that new technologies including wearables, SaaS platforms, and connected fitness devices found across the world are collecting billions of data points. But the real question that is top of mind for operators, owners, and the industry as a whole, is what we do with all this data?

Specifically, how do we plug-in actionable coaching, marketing, and touch points to millions of health club members across the globe that will actually elicit sustainable behavior change?

This is one of my favorite episodes we've had on the podcast, and I know you're going to love the insight and expertise of today's guest Jan Middelkamp from Europe Active. If you've been curious or hungry for the information that's going to impact your fitness business from a virtual or face-to-face coaching standpoint, this is going to be a powerful episode for you because were diving into the topics and coaching models that will impact both your ROI and club operations.

Jan Middelkamp is Development Director at HDD Group and the CEO of BlackBoxPublishers. With over 35 years of high level experience in the fitness industry, Jan is now working on a PhD in exercise behavior of members in fitness clubs at the Behavioral Science Institute of the Radboud University in the Netherlands.

He also is a board member of EuropeActive in Brussels and the author of over 10 books, including The state of research in the global fitness industry (2012); Member retention in fitness clubs (2013); EuropeActive retention reports (2013, 2014, and 2015); Essentials of motivation and behavior change (2015).

Listen To Episode 023 As Jan Uncovers
  • Understanding "The Essentials of Motivation and Behavior Change" which Bryan O'Rourke was a key contributor to and why Jan spearhead this book to impact behavior change integrations in our space
  • Understanding how behavior change can positively impact attrition rates in health clubs and boutiques
  • Why Jan believes we are just in the "beginning stages" of how behavior change will apply to our fitness industry
  • The landscape and the integration of behavior change models in the fitness industry in regards to clubs
  • Understanding the transtheoretical behavior change model in fitness
  • Uncovering the commonalities and pitfalls to why behavior change models do not come to completion for well-intentioned members in health clubs
  • Why behavior change does not occur in a single stage; the 5 key stages within a successful program
  • Why we need a "cocktail" of behavior change factors to really help people in a sustainable way
  • Unpacking Jan's vantage point on the 3 types of behavior change in regards to habits:
  • Big habit: Working with a trainer 2-3 times per week
  • Medium habit: Easy to implement, walking at lunch, take the stairs, ect.
  • Light habit: Tiny habits, 10 squats, take the stairs, stand up every 30 minutes
  • Reductionism thinking and how it does not apply to the current member in our modern industrialized society
  • How to make the health club technology a key ecosystem for the club member's fitness journey
  • Why Jan believes that smart technology can be a window into the "missing piece" that will give our industry the insights and behaviors that are most pivotal for clients
  • What are the major disruptions when we look at the crossroads of technology and behavior change
Top 3 Takeaways From The Show
  • Jan believes that as we move forward, the health club must be the "fitness technology hub" that pulls all the lifestyle information of the member together in one place. If you look at your member only through the attendance behavior lens, you may have some information but you're missing a lot of other important items you'll need if your clients will have long-term and sustainable results.
  • For lifelong behavior change, you have to oversee the consumer's habits in total and that's where technology is important. If technology will be used to pull the right information together, we have to include customized solutions to see what members do in other settings outside the club. In the coaching base from the fitness center via personal trainers, we must make the right informational choices based on the data at hand.
  • The current reality is that the researched and validated behavior change models are currently disconnected from the majority of health clubs in the industry. In other words, the application of identifying the specific needs, motives, and goals of the client simply aren't always there. Jan believes if we truly want to motivate someone, we have to understand their intrinsic and extrinsic motivation factors and plug those into their journey. With the demands of our current society and deleterious health factors on the rise, sustainable behavior change models are the "secret sauce" that owners and operators must pay attention to when we look at this crossroad of technology and fitness.
Power Quotes From Jan

"Technology is great for measuring the base situation and in measuring a client's current status. However, I see a huge advantage of measuring something that is out of your sight as a coach. If you're a trainer working with the client a couple times a week and you also want to positively impact their other lifestyle factors, there are now many wearable technologies to monitor them which I strongly believe in." - Jan Middelkamp on the Fitness + Technology Podcast

"People are not only going to a gym, so if you are a health club owner or operator, we believe at Europe Active that the health club should be the hub of fitness technology. From there, you can coach people in different settings which becomes pivotal. If you only want to pull members into the club you are missing a big part of the health and fitness picture." - Jan Middelkamp on the Fitness + Technology Podcast

Resources Mentioned From Jan Support This Podcast Thanks To Our Outstanding Sponsors

  • Bryan O'Rourke and his family of companies including Vedere Ventures, Integerus Advisors, and many more. If you are looking for unmatched guidance, capital, insights or a great speaker or facilitator, Bryan and his partners are the go to resource for your organization. To learn more visit bryankorourke.com

  • The Fitness Industry Technology Council, your non-profit resource for reliable technology information supported by forward looking brands who are seeking to drive increased technology adoption in the fitness industry. Make a difference and join FIT-C at fittechcouncil.org today

  • Check out Bryan and his partner Robert Dyer's recent book "9 Partnership Principles: A Story of Life Lessons" which is available now on Amazon.com

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072 CanFitPro: CanFitPro Panel: Future of Fitness Technology

072 CanFitPro: CanFitPro Panel: Future of Fitness Technology

This week, Bryan serves as a panelist at CanFitPro's World Fitness Expo. He is joined by CEOs and other industry leaders to discuss the future of fitness technology. Discussion topics include how technology can be used to improve peoples' lives and how it can be used to entice people to exercise and embrace wellness. The experts share their insights from decades of work in the field and what they believe the future holds for the industry. Panelists include Bryan O'Rourke, CEO of Vedere Ventures and founder and CEO of Integerus; Paul Bowman, CEO of Wexer Virtual; Mike Leveque, COO of MYZONE; John Ford, CEO of eGym North America; and Len Fridman, co-founder and CEO of WellnessLiving. Steve Groves, CIO & VP at GoodLife Fitness, hosts.

30 Sep 20181h 41min

071 Rasmus Ingerslev: Fitness Lifestyles and The New Era of Clubs

071 Rasmus Ingerslev: Fitness Lifestyles and The New Era of Clubs

This week, on the Fitness + Technology podcast we welcome Rasmus Ingerslev, chatting to us from Stockholm, Sweden. He is the Chairman of REPEAT in addition to IHRSA and Executive Vice Chairman of Wexer. Co-founder of the Danish Fitness & Health Organization, Rasmas has been noted as one of Denmark's top CEOs and has a formidable reputation in the global fitness + tech innovation space. Building on Rasmus's two decades in fitness entrepreneurship, REPEAT is the next generation of gym club. REPEAT is a urban brand designed with millennials in mind--more like a nightclub than a YMCA. It's bigger and better than exercise; it's about lifestyle--that, with world-class technology, seamlessly folds in with customers' pre- and post-workout lives.

18 Sep 201827min

070 Colin Milner: Debunking Myths On Active Aging & Technology

070 Colin Milner: Debunking Myths On Active Aging & Technology

This week, on the Fitness + Technology podcast, Bryan O'Rourke welcomes Colin Milner, CEO of the International Council on Active Aging. A leading expert on the health and well-being of older adults, Colin debunks myths surrounding the 50 and over crowd, particularly when it comes to tech savvy and their economic potential: Not only do adults over 50 make up half the number of all total adults, they also spend half of the money spent by adults altogether. ICAA, in addition to challenging preconceived notions about aging, works to connect like-minded organizations and professionals who share the same beliefs. They are also the driving force behind Active Aging Week, which occurs during the last week of every September and encourages older adults to stay active, healthy and engaged.

27 Aug 201823min

069 Jesse Harper: How IOT Is Impacting Sports

069 Jesse Harper: How IOT Is Impacting Sports

In episode 69 we invite President and CEO of Athlete Intelligence, Jesse Harper to join the podcast and discuss his unique perspective on how IOT has impacted sports today. Jesse has had numerous roles with Polar and within the fitness space. Now since 2012 he has been with Athlete Intelligence, the leading sports technology and data analytics company. In this episode we will discuss trends within athletics, data and coachable moments. Athlete Intelligence focuses on athlete performance and safety with a particular focus on head injuries and concussions. With some hesitations to change, sports and coaches are starting to adopt the new technologies. These technologies and tools are still new to this industry so it can be challenging. Listen in as Jesse shares his insights on the dynamic of athletic performance. Where the focus is today and where the industry will take it. What data is being collected and how it applies to their performance, safety and winning.

28 Juni 201819min

068 John Ford: Technology - The Importance of User Experience & Connectivity

068 John Ford: Technology - The Importance of User Experience & Connectivity

For episode 68 we are grateful to talk with the former Netpulse President and now CEO of eGym North America, John Ford. We pick the brain of John and discuss what's happening in the industry, what does technology really mean, where are we going and what are the pain points and opportunities. Most of the focus in our industry has been focused on the people that are already part of our facilities, but there hasn't been nearly enough focus on the other 80% of the population who aren't successful today with fitness or involved with a gym. Listen in as John expresses his insights on technology and how it helps motivate those that are fit to get more fit and to get those that aren't fit today, fit. Simplicity for user experience is key and eGym has broken their workouts down to provide this experience in the most motivating way. John shares his thoughts on the current key trends within the fitness space that will be keeping our eye out on! Thank you Mr. Ford for being such a valuable guest. See you at canfitpro.

12 Juni 201823min

067 Kelly Card: Data and the New Era of Designing An Experience for the Member

067 Kelly Card: Data and the New Era of Designing An Experience for the Member

On episode 67 we visit with the SVP of Partner Relations at ABC Financial and FIT-C Board Member, Kelly Card. What is the gap or opportunity of terms like data? Kelly shares her views on data and how data is coming into the fitness industry. It has operators frozen in fear so what can we do to work together to utilize these tools and create tangible business results? Operators are getting an incredible opportunity to utilize data for the first time to create a new and exciting experience for their customers. Listen in as Kelly explains how we use this data to create actions. There are challenges that come with opportunity. Technology solutions and integration can be tough but if it's cohesive for the member, can create a phenomenal experience. Data and the new era of designing an experience for the member bring light to the process. Kelly shares her insights on how these can be applied to your own operations and cater to your own brand.

30 Maj 201827min

066 Jessie Ehren and Al Marez: FITC Director and Vertimax COO Share Views On Cologne 2018

066 Jessie Ehren and Al Marez: FITC Director and Vertimax COO Share Views On Cologne 2018

On episode 66 we invite both Jessie Ehren and Al Marez to join the podcast as we recap one of the worlds largest fitness convention, EuropeActive and FIBO 2018. Human Capital (the skills, knowledge, and experience possessed by an individual or population, viewed in terms of their value or cost to an organization) was the topic of this year's EuropeActive event and the perfect relation to Jessie's professional experiences. Jessie, a consultant within the fitness industry, highlights the benefits in attending EuropeActive, a non-for-profit organization representing the whole of the European health and fitness sector in Brussels. The European health & fitness sector serves over 60 million consumers, generates 26.6 billion Euro in revenues, employs 650,000 people, and consists of 59,055 facilities. An experience to connect, learn and network with some of the most influential leaders in the fitness industry. FIBO, the leading international trade show for fitness, wellness and health is an expo for sports, nutrition and healthy lifestyle. The event deals with over thousands of dealers, manufacturers, distributors and buyers. Al, COO of VertiMax, provides some information on the VertiMax product and education and takes time to express the importance of having a presence within your international markets. Along with being part of the new innovations from around the world at FIBO.

17 Maj 201817min

065 Dave Tillman: Automating Services With IOT

065 Dave Tillman: Automating Services With IOT

For episode 65 we invite Dave Tillman to join the podcast and discuss service automation and how Service Channel's new partnership with Ecofit can explore a whole new level of customer support. What's going to separate the guru genius brands from others, execution engines. Collection of data, enterprise platforms, automation (AI) and human capital will be key differentiators. Listen in as David shares the experiences that other industries have implemented and how it has created efficient operations and reduce costs for their businesses. Along with IOT providing data for owners to better manage their customer experience.

2 Maj 201820min

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