#FILEX2017 Insights From Ben Lucas From Sydney’s Best Boutique Club Flow Athletic
I have attended Filex for most of the years I have been in the fitness industry. It has been a must do in the last 12 years since I have been a fitness business owner. I love to attend for 5 reasons:
- Trends: Learn about the latest trends in the fitness industry across the country and Internationally
- Information: I mainly take it the business workshops. It is a great time to expand on my knowledge or to reinforce someone that I know. I normally walk away from the seminars with a 10 page to do list!
- Networking: Excellent opportunity for networking with the who’s who of the Australian Fitness Industry. Your network determines your net worth.
- Equipment: Check out the latest gym equipment as well as other items that are just as if not more important: Towels, CRM, apparel etc. We are constantly upgrading our studio and the trade show helps us do this efficiently.
- Clarity: It is awesome to have 4 days out of the business thinking about nothing else but how I can make it better. I come away with clarity on the direction I want to take the business and how to get there.
My 3 take aways were:
- Reinforced that the first 30 days of a membership is the most important and how to set that up seamlessly (Paul Bedford)
- Sell exercise how they want to buy it not how you like to sell it (Michelle Segar)
- The 10/10/10 Goal a great annual business goal
- 10% growth in membership sales
- 10% improvement in membership retention
- 10% growth in non dues member income
Active Management Note
Ben Lucas is the Managing Director of Flow Athletic in Sydney. This is one of the most awarded fitness businesses in Australia with varying awards from design to best business practices. Check out Flow Athletic here.
Justin is the Managing Director of Active Management, which he began January 2004. He offers coaching to businesses worldwide in everything from start up and design to marketing and sales systems. Justin also facilitates four Australian and New Zealand ‘fitness industry roundtables’ events, which allows him to see a huge cross section of business models.