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How a 5 cent piece of plastic can kill your business

IMG_0435 - CopyExercise equipment should have a magazine holder. Like this.

I’ve started to see very fancy machines from TechnoGym that don’t. They are very nice machines. Top of the line. Lots of hotels are buying them.

IMG_0436 But I don’t care about all the other features if my reading material keeps falling on the floor (and resting a book on the touch screen stops it mid-workout).

So … I avoid hotels that have TechnoGym gear. I tell the manager why.

Hotel loses business. TechnoGym can’t figure out why repeat sales aren’t happening.

Solution: Study your customers — in real life. The problem would be obvious in a day, and they could solve the problem overnight with a quick stick-on plastic strip.

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  1. John March 22, 2010 at 7:46 am #


    I can totally relate to this one. The one that drives me even crazier are the machines that don’t have a drink holder.

    Mashable recently ran an article on a DIY laptop holder for exercise machines made out of PVC. Maybe I’ll just build one of those and set up my own CardiOffice at the gym ;-)

    – John

  2. Giulia March 22, 2010 at 9:56 am #

    Dear Andy!
    I’m Giulia from Technogym Web Marketing Department.
    The product you are talking about is obsolete.
    Now we have a reading rack in both led and VISIO display:
    Here you can see the picture of it:
    I hope it can be useful for you!
    thx Giulia

  3. Honey March 22, 2010 at 3:22 pm #

    So true!…not just about the little piece of plastic, but how we don’t always pay attention to the end user; the most important one in our chain.

  4. Marcia March 24, 2010 at 1:11 pm #

    Great point! It reminds me that one of my students used to use a huge binder clip as a bookmark. I asked her why she was using it like that, and she said, to hold the book to the treadmill! As you say, it would be great if the treadmills actually came equipped as needed.


  1. Marketing For Nerds - March 29, 2010

    Aziende e conversazioni…

    Andy Sernovitz e Technogym…….

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