Boutique studios do online communication really well
The industry has its mojo back #IHRSA2017
It is hard to explain only about 3 learnings I got from IHRSA.
For sure one thing is being more present with people. Either while teaching, presenting or leading people through their everyday life, I need to be more present. We tend to get so hooked on all the technology phones, social media, emails that we forget to actually be present when we talk or listen to people.
I often forget that many members and even my team do not have the knowledge to understand what the group exercise classes that we offer EXACTLY do for members – i.e. the point of the class. We need to be more simple, holistic and authentic with the informations that we deliver.
Our role is help every member become a better person, not only in physically but as a human being. With becoming better person you can influence everybody.
Your digital signature impacts your brand when people search about you on web. The information you post on social media and on line must be on brand.
Active Management Note
Thanks Polana for your contribution. You prove that IHRSA truly is an international conference. Great to see you in my session too.
I personally LOVE IHRSA because I fell in love with the industry and my career here. Everyone comes together for one common goal, to help the world be healthier- move a little more, eat a little healthier, stress a little less.
How can you not be inspired while at this conference?!
The people I have met, the products we have purchased, the leadership skills that I have obtained, the programs that we have been able to implement or improve at our club all tie back to our yearly trip to IHRSA. I am also lucky that this is the team building mecca for our club with 20 sometimes 30 team members attending – we all come back to the club re-energized and ready to conquer the world and our #NACFamily gets stronger because of it.
Here are some key take aways by event held at IHRSA:
This year they kicked @ss. They inspired me, gave me tangible take aways and totally made me feel like I could conquer the world. I loved Johnny Cupcake and his simple idea to make buying T Shirts an experience & filled with surpises, which was a trend this year at IHRSA. I learned to think differently about the little things our club offers. How can we make all services in our club an experience worth coming back for? As a club I know this a focus for onboarding our members, but what about every personal training session, a smoothie order, run around the track or taking a shower? Pop Up shops are all the rage right now- how can we take advantage of this trend? Pop Up fitness anyone? Seems easy enough! The Key Note speakers start your day off with thinking BIG and then the seminars and trade show help us execute these ideas or learn form other club’s failures and successes.
Totally contradictory, yet true. Is the experience we are providing connecting members to other members? I learned that this relationship is the most important when it comes to retention from Karen McNenny in her presentation, “Community is the CURE”. Our suppliers went from manufacturing and selling us medicine balls and last year’s cool new studio-esque storage racks to this year’s virtual fitness coaching your members how to utilize the equipment it stores right into the rack- cool, right? Or how about TRX’s squat analysis kiosk? We do FMS testing in our introductory training and soon we will have members do this themselves? Maybe?
At Seth Mattison’s Key Note he offered us key advice to networking- ask “What do you like to do outside of work?” instead of the normal, “What do you do at your club?” which helped me take some of my relationships with vendors and club operators to a new “personal” level. The openness of our industry taught me to be an open book back- share my successes and failures, LISTEN to everyone I meet & introduce myself to everyone I can to grow my network that turns into friendships.
Active Management Note
Thanks Kate for your contribution. Kate is the Director of People & Fitness Operations, Newtown Athletic Club in the US. She has attended the IHRSA Institute and will be an upcoming guest on the Fitness Business Podcast. The amazing owner of the club she works at, Jim Worthington was featured in show 34 – listen here.
One of the key messages that resonated with me was a line delivered by Keynote Speaker Seth Mattison when he said “we’re living in a half changed world”. Right now, we’re in a sense transitioning into a new era where our long held hierarchical views of how we work, socialise and engage with one another are being challenged by a new “age of networks”. This is going to have an impact and influence on all aspects of our lives, blurring the lines between personal and professional.
Secondly, when considering the competitive fitness space, current research is indicating that the consumer is actually aggregating the fitness market through the increased choice and convenience provided by different fitness business models. In order to compete successfully…you need to refocus on your “why?” What is your differentiator?…and what is your unique reason to exist.
Thirdly, the recurring theme that I noticed across many presentations and throughout the Trade Show was around creating member experience. Johnny Earle (“Johnny Cupcake”) summarised this perfectly in stating that if you can create unique and memorable experiences for your customers, then it gets people talking for you…and what better way to build brand advocates. Today’s members want more than a just a workout, they want to belong to your community, your tribe and to engage with you. How you develop and execute this culture and community is up to you!
For me, IHRSA is about CONNECTION. This year was my 12th IHRSA convention and I always look forward to the many opportunities formally and informally to connect, learn and engage with industry colleagues from across the globe.
Active Management Note
Thanks Kristen for your contribution. Kristen is the Executive Manager of Aquafit, Sydney Australia. She is also who gives up her time to volunteer to be on the Fitness Australia Board.
Last week I gave you my personal top takeaways from IHRSA 2017!
Gym owners should consider using virtual fitness technology to compliment their existing group fitness timetable.
Listen To Chantal's Podcast Now
Each year after attending IHRSA I always find some quiet time to reflect on all of the great content and information I absorbed from seminars, keynotes and conversations with industry leaders. And each year I am astounded with the quality of the knowledge I have access to because of IHRSA and their amazing convention.
IHRSA 2017 definitely delivered once again.
This year I came home with a laundry list of amazing insights, but if I had to pick a top 3 they would be:
Consumer service based technology as well as fitness technology is growing equally as fast as club owner/operator’s confusion, fear and uncertainty of what to choose and how to use it. This gap between technology options to support club business and the owner/operator’s understanding of it is widening at a dangerously rapid rate. We need to create clarity from confusion and work together to find a way forward so that we can collectively capture the minds and hearts of more sedentary people and change their behaviours to make regular exercise a part of their lifestyle.
Though they are the first generation of digital natives and their affinity for technology shapes their buying behaviours and lifestyle, the good news is they are addicted to wellness! For them wellness is a lifestyle. In fact 84% of millennials currently exercise at least once per week. They are also eating smarter and smoking less than previous generations. Even though they are earning less than older generations they are willing to spend more on health and fitness. They are using apps to track training data and looking online for health and wellness information and options. So our challenge with how we service them with fitness is to stop interrupting what they are interested in and become what they are interested in.
We need to start considering how we can use small data insights to change people’s habits if we want to succeed in getting more people around the globe active. One of the keynotes, Martin Lindstrom, challenged us to look at the consumer from the eyes of the consumer. I think that is really relevant in mapping the member journey in our clubs as well as our websites and other online platforms. He talked about thinking through your member journey in 2 manuscripts – the blue script, which is the practical steps they take, and the green script, which is about how they will feel. Or as he called it, ‘the theatre of the mind’. He said, people will always remember how you make them feel. That’s a phrase I’ve honestly used a lot throughout my career in business and group fitness. And I believe he is right, we can change habits and behaviours if we pay more attention to our customers and then create environments and experiences that play more to the green script.
Active Management Note
Thanks to Carrie for this awesome summary. At IHRSA 2017, Carrie was announced as new Board Member and an IHRSA Rising Star. She is currently the Club Manager of Les Mills Newmarket and juggles all of this with being a loving mum.
I’ve been home following IHRSA 2017 for two weeks (my 13th IHRSA!) now and I’ve spent some time reflecting on presentations, reviewing my notes, and assembling action items.
Before I go into my 3 takeaways, I think it’s important to understand, that I may have heard or been exposed to some of this information at previous IHRSA conventions (or in books, articles, and from other conferences). However, it never ceases to amaze me that what we learn is often dictated by the current situation that we find ourselves in. Stated otherwise, I think we absorb information differently based on where we are in the development of our businesses and roles.
My first learning centers around understanding our customers. Specifically, our customers (and people in general), don’t make decisions logically or rationally. For some reason, as marketers and sales people, we make the assumption that the attraction to a brand or the buying decision is always a rational one. I was inspired by keynote speaker Martin Lindstrom to recognize that consumers rarely make decisions around logic. This has massive implications for how we communicate and story tell with our prospect and current customer. I’m committed to being less focused on “rationale solutions” when solving issues and discussing strategy or tactics with my staff. Instead, we need to understand the underlying emotional or irrational influences on a customer’s thought process. Th best decision for our business and customers might not always be the one that provides the logical benefit. More than anything, this provides a new filter or framework from me to work from.
After hearing both featured presenter Todd Durkin and keynote speaker Seth Mattison, I am compelled to experiment with and redesign my morning routine to optimize my mindset, focus, gratitude, and overall productivity for the day.
One of my biggest observations was that our industry continues to struggle with differentiation. A lot of people are talking about it, but very few people are doing it. In fact, our attempts at differentiation can probably be more aptly coined, imitation (which ironically, is the opposite of differentiation). In our efforts to compete, we are imitating what new players and successful models are doing and in doing so, we are become more alike or competition rather than more differentiated.
As always, and maybe more than ever, the reason I love going to IHRSA is that there is nothing more exciting than being surrounded by like-minded leaders; people committed to doing incredibly important work. The time spent with my staff, colleagues, and friends… all connected by a similar purpose, is about as enjoyable as it gets!
Active Management Note
Thanks Luke for your contribution. If you would like to hear more of Luke and his profound ideas on business you have two options:
I was recently lucky enough to attend the annual global fitness gathering that is the IHRSA convention and trade show in Los Angeles. I consider IHRSA a pretty decent barometer of what’s happening globally and the 2017 show was no exception. A few observations:
Not that this should be a revelation, but all old methods of reaching prospective, and even current clients need to be thrown out and revisited. A great piece of advice I heard was make sure your marketing person/team belong to the demographic you’re trying to attract.
Everyone else is trying to figure out how to compete against them, and very few have figured it out, at least not yet.
Walking around the show I saw plenty of equipment and programming catered to make the already fit even fitter, but not much for the rest of the world!
On a much more positive note, compared to the last few years I felt a sense of enthusiasm and optimism in the conference and real hustle and bustle in the trade show. It’s hard to put my finger on it, but I’d have to say it feels like the US industry has bounced back from a tough time, which hopefully bodes well for the future on Australia shores.
Active Management Note
Thanks Ryan for your contribution and I am sure your experience will impact the Filex experience for Aussies attending this year. In 2017, with Chantal from the Fitness Business Podcast we will be MC’ing the Business Summit on Thursday 27th April and then I am speaking on Friday 28th at 8:15am on “How To Onboard for Loyalty & Long Term Success.” Find out more about Filex 2017 by clicking here.
Preparing for the annual IHRSA convention and trade show is like preparing for vacation. You plan months in advance to make the most out of your time at the convention.
For me, it’s what am I going to wear during the day and night? What is the weather like? What shoes do I wear? Did I make my hair appointment? Who do I need to impress or thank with swag? Sounds crazy right? Not at all.
The IHRSA convention and trade show only happens once a year much like taking vacations. The preparation prior to the IHRSA convention is critical to ensure you get the most out of your time.
My preparation includes scheduling meetings, identifying what sessions to attend and who are you going to connect with on the trade show floor. I plan months in advance to maximize the many benefits of the convention and trade show.
IHRSA 2017 was the best year yet with the inspiring keynote speakers, incredible line up of the educational sessions (women’s leadership summit, future of the fitness industry, financial panel and innovation strategy) and the trade show floor bustling with potential buyers.
This event creates sparks in all of us to fulfil our business needs and inspires all industry leaders to make a difference with our members and communities.
To top this all off, we end with the Augie’s Bash. Wow, $3.4M raised for Augie’s Quest! It is a monumental time where we are reminded our industry genuinely makes a difference in peoples’ lives.
I am grateful to be surrounded by many great leaders who I can learn and grow from. This only happens when we all come together for a common purpose. A very special thank you to the entire IHRSA staff who makes this all come together seamlessly and welcoming 14K people. Well done IHRSA.
Yes, already planning for IHRSA 2018 in San Diego. See you all there.
Active Management Note
Thanks Missy Moss who is a current IHRSA Board Member and the Nike GM for Nike Athletic Centers.