In gaming infinite variability are games that no matter how long you play them for you never repeat the same experience. The highly successful and very addictive Fortnite is just such an example. Many games have finite variability where players can become very accustomed to the landscape and challenges placed in their way. Some of this is by design, so that game producers are able to release further additions of popular titles or new versions every year.

The more niche you are the more finite your variability. The challenges that may be faced by boutiques and single activity studios over the long term is the concept of finite variability, a posh way of saying nothing new. Which can only combated by larger population density and frequent turnover of inhabitants. 

Now no business can ensure that its customers will use its products or services forever, however the more limited the options or choices the quicker someone reaches the point where the experience just becomes...

Suggestion– Intervening at the right time

The major difference between suggestion and tailoring is that suggestions have a time element. They are designed to build on peoples existing motivation, they are also compelling and timely. Amazon and McDonald’s have very clear examples of suggestions at the right time. Amazon have the section of their website that is ‘people who bought this also bought this’. In McDonald’s just before order completion,’ they ask ‘is that a meal or do you want to go large with that?’

Of course once you have ordered your 2050 Kcal burger you will want add-ons and fries. How kind of them to ask.

At various times throughout the year you can see the efforts made by many companies. New year challenges, summer offers, and Black Friday discounts are some of the most obvious marketing approaches. We also get suggestions from technology as well, when the oil light comes on in your car it's a suggestion that you need...

We are living in an age where technology is all pervasive. While we marvel at some of the technology and digital solutions released each year at the Consumer Electronics Show (CES) in Las Vegas, much more technology is never presented openly to the public.

Much of this technology is designed to ease our lives, reduce friction and make us more productive, but over the last decade technologists and designers have been creating services and products that are a lot more persuasive and addictive.

Now that doesn't mean they are EVIL. I see nothing wrong with technology that improves the quality of our lives, encourages us to engage in healthy activities and supports us in achieving what we set out to achieve in fitness. Yet so many operators that I speak to recognise the need to increase their technology capacity, but have yet to decide what to consider and what to include or exclude. That to me suggests that you/they need to answer a few questions before deciding on a course of action.

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The last five years has seen a proliferation of membership software systems, with cloud-based systems gaining ground. We’ve also seen an increase in software solutions such as personalised exercise data, nutritional coaching, virtual personal training platforms and staff-to-member engagement systems.

While this extra support can produce extraordinary results when implemented well, some lay dormant, costing money and producing nothing. It’s at this stage that the software is accused of not being effective, when it may well be a lack of operator focus that’s the issue.

For example, whilst CV equipment has become more sophisticated, most operators haven’t considered adapting the induction process to incorporate these advances. Apps, websites and wearables provide additional information to all parties, but also require explaining and teaching to maximise their effectiveness.  It appears that very little time is given to training staff or even update training...