General session | ForumPiscine

Present and future of fitness clubs, between technologies and customers' experience

Wednesday, February 13, 2019
Time: 10:15 - 11:15
For a fee, General session

Mega trends that are revolutionizing many sectors generate a new emerging market, full of opportunities and risks. For the first time in Italy from the US, Bryan O'Rourke - one of major experts on the globe on technology for health and fitness - will explain how to benefit from this revolution focusing on current and future dynamics.

From a general perspective, he then will enter into our sector with interesting examples and projections starting from a premise: technology allowed new business models that can do things that human beings, by themselves, couldn't do on a large scale. This is why many successful brands, also in the fitness sector, have already decided to enhance the human factor by using technological devices to raise quality standard of services and expand customers' experience.

General Session

Speaker:
Alt

Activate the "motivator", deactivate the "saboteur": change the paradigm to achieve (and retain) a new market

Wednesday, February 13, 2019
Time: 12:00 - 13:00
For a fee, General session

According to Professor Benedetti's studies - one of major researchers on the globe in the field of neuroscience - word are an extremely powerful tool of motivation or demotivation. The way people communicate with words is essential in the fitness sector because users' motivation - especially the potential ones - determines whether they will attend a club regularly and for a long time. Besides, hope and motivation are the only "engine" that allows the human being to start and continue a journey.

The good news is that it's easy to open up new interesting scenarios also in the world of fitness and, more in general, in health and active ageing. David Mariani and Fabrizio Benedetti will explain how our organic chemistry - based on 4 pillars - and our limbic system affect our choices, our purchase behaviours, and our resolution in doing new activities. They will unveal a new strategic operational model whose goal is to reach a big portion of population made of inactive people who've never entered a fitness club. They will do it by changing the way most clubs address consumers nowadays (i.e. activating the "saboteur" instead of the "motivator") and replacing it with a new approach - psychological and motivational - to fitness and wellness, aimed at longevity and physically active.

General Session

From fitness club to sport centre of the future

Wednesday, February 13, 2019
Time: 14:30 - 15:30
For a fee, General session

Two parallel stories, the one of Vito Scavo, today COO of McFIT, and Ralph Scholz, CEO of McFIT The Mirai project, merged into a visionary endeavour where they walk side by side.

They will unveal McFIT's vision, its expansion plans and huge project The Mirai, i.e. the biggest fitness centre in the world. They will share the stage to tell about the idea to create in Oberhausen, Germany, a futuristic structure dedicated to fitness and conceived to welcome millions of visitors whose name in Japanese means "future".

General Session

Alt

When they tell you it's impossible, you can do it!

Thursday, February 14, 2019
Time: 09:45 -10:45
For a fee, General session

Max Calderan is an explorer with over 12 world records, he's a mental coach and sport trainer, he crossed solo the most impracticable deserts and has overcome every known limit. Companies like Epson, Bayer, Qatar Airways and many others have chosen max to raise that Force Within each one of us - often dozing and unexpressed - that allows to achieve our goals and our dreams come true with passion.

General session

Speaker:

Immersive Wellness: neuroscience and immersivity innovate the experience in clubs, spas and pools

Thursday, February 14, 2019
Time: 14:30 - 15:30
For a fee, General session

Technological innovation today offers tools that represent a new frontier in the field of Wellness Experience. The use of new video-projection systems, along with other technological solutions, allows to "augment" indoor space radically, offering endless possibilities for involvement, customization and multi-sensoriality.

But the real revolution is the match between neuroscientific guidelines and audio-visual contents entirely rethought and redefined within an emotional framework, where method an scientific objectivity guarantee a "measurable" result while connecting to that artistic creativity that can create strong engagement among users and customers of wellness clubs, pools and spas. Today the wellness sector can grow with an innovative component that allows to bring indoor wellness experience to an unexperimented level.

General Session

Speaker:

Gamification, virtual reality, eSport: which effects in fitness?

Friday, February 15, 2019
Time: 09:45 -10:45
For a fee, General session

When IT was at the very beginning and the first videogames were born, a new medium was born, too: the videogame, nowadays used by two billion people and about 20 million Italians, is a mean of communication that can convey themes and messages, also in functional, educational and social terms. But does it make any sense for fitness clubs to focus on such tools to gain a new target? And most of all, are fitness clubs getting prepared for the big change of paradigm due to the growth of eSports, i.e. digital sports? What role could "real" fitness play in the "virtual" world? Lorenzo Mosna - one of the most appreciated experts of videogames in Italy - will discuss about it.

General session

Speaker:
Alt