Ep.93 - David Minton: Understanding data in and out of the gym

A sought after mentor, analyst, advisor and consultant, David Minton, director of The Leisure Database Company has seen it all. Through exploring data, research and insight, he knows what it takes for companies and entrepreneurs to thrive, embracing the catalysts of evolution for member benefit. This deep dive into health and wellbeing is a lesson in understanding of the real state of the fitness industry, through data driven information and years of experience. Watch the full episode on YouTube – David Minton has unique insights to share from decades in health and wellbeing as an analyst, advisor, mentor and fitness futurist. A man that knows the importance of finding your target market, his company has spent years helping operators maximise potential, improve strategies and unlock the secrets to growth. Through customer profiling, site analysis, market data and in-depth reports, he can identify fitness industry intelligence trends for investment opportunities or to benefit members and gym goers before even they know what's around the corner.   The Leisure Database Company is passionate about leisure market intelligence because David Minton and his team know that an understanding of your target market and customers enables good decision making, better investments, better strategies for success and happier, more loyal customers. All of which lead to a greater competitive advantage! The business seeks to maximise your potential in the leisure market. Providing the best market data, the best site and customer analysis and the best advice to develop your customer potential, it is the leading leisure market intelligence specialist.   Episode highlights Discovering developing algorithms and spotting trends in the days before social media and how these have become more intelligent over the years. How, even if you hate a particular subject at school, you can come to appreciate its application later on in life and use those skills every day for something you love. How the fitness industry has benefitted from David's experience with supply and demand in his television background. Insights from the early days of Apple and how these relationships have developed into a longstanding relationship with offerings in the app store. How technology has evolved through television, radio, computing, GPS and more to lead data advancements that bring further insights into behaviour. Why boutiques have become better at offering personalisation and positivity through data use for member messaging, compared to traditional clubs that are often more general and even negative at times. The effect of ageism in the industry and how this can be avoided through understanding what older generations want from a fitness initiative; how the industry is missing the biggest demographic for success. Why public sector fitness spaces are not interested in who's using their gyms, pools or studios, compared to the boutique model, which is incredibly personalised. The importance of brand and consistency, no matter where you are. What are the reasons why the fitness industry struggles with consistency or quality around the world? How the main sources of innovation comes from outside any particular industry, and why this brings the biggest user benefits that changes how we see businesses work.     Join Matthew Januszek in conversation with David Minton…