IHRSA 2018 | Takeaways from Meredith Littlefair from VenuesWest
The absolute highlight of my IHRSA experience was being present to witness my industry role model and friend Kristen Green (Executive General Manager Aquafit) be presented with the prestigious IHRSA Woman of the Year Award for 2018. As the first Australian to receive this award Kristen continues to inspire not only myself but all women within our industry and stands for courage, perseverance, excellence and professionalism.
My favourite Keynote speaker was ‘Josh Linkner ‘– Harnessing Innovation – turning Raw Ideas into Powerful Results.
Josh was not only inspirational as a speaker but offered practical and effective thought provoking approaches to driving better business outcomes. Key points:
- Challenge Assumptions. Every barrier can be penetrated.
- Let go of the past and lean into what is next ‘Video killed the Radio Star’.
- Change the rules to get the jewels – change what you can control to get results.
- Fall 7 times and stand 8.
- Seek one creative disruption.
Aside from the incredible networking opportunities with International and National Fitness professionals at IHRSA I was also honoured to be invited to represent Fitness Australia as a panel member of the Australian and New Zealand Forum.
A hot topic on the panel and also across the convention was the increase of fitness boutiques in the marketplace such as CrossFit, F45, Soul Cycle and Yoga infiltrating our industry. How do we continue to remain an attractive choice for fitness consumers in the industry?
This opportunity forces us to work on better servicing our members through value proposition, customer service and auxiliary services. Boutiques have found a way to make a particular activity ‘fun’. Any industry you look at has boutiques – all industries evolve.
According to the latest IHRSA trend report 28% of our members are also utilising boutiques as well.
Boutiques are alluring as they are small and comfortable ‘you know what you are getting into’, they are predictable, create a community feel and are authentic and perceived as specialists. They provide an ‘experience’ not just a place to exercise. Ease of purchase – drop in fees, no contracts day passes, x10 passes, automated monthly billing. Their members are also seeing great results.
The challenges boutiques face is that in general many have a 4 month average engagement time. What is the attention span when doing one thing over and over again? They are also expensive to use ($100-$300 per month).
Many boutique customers use more than one boutique and many also use our clubs as well (28% according to the IHRSA trends report).
Boutiques give our industry the opportunity to service more people where traditional fitness models have failed many people. The success of boutiques in our marketplace demonstrates that consumers are telling us they want something different.
Our value propositions include greater flexibility and variety of training for our members. Boutiques generally follow scheduled timetables and our gym facilities are much more adaptable and ‘self-serve’ for busy people. Our services are more user friendly for couples and families. Our members have the opportunity to be a part of ‘multiple tribes’ within our clubs and we cater for different customers that may not be able to afford multiple boutiques. We can create better lasting outcomes with a greater mix of cardio, strength, HIIT, functional training group fitness and mind body options.
Know what makes your club authentic and what you are really great at. What services do you provide that your customers currently love and are you growing and evolving those services?
The secret is to continue to build communities within our clubs and ensure our offerings are perceived as valuable and fun.
Meredith is a recognised health and fitness industry professional with over 25 years’ experience across many diverse leadership and management operational roles. She is currently the Health and Fitness Coordinator at VenuesWest – WA’s leading provider of premier sport, recreation and entertainment venues. Meredith is passionate about promoting exercise for wellness and has presented many workshops and seminars to both corporate and community groups. She has also provided her expertise as a volunteer on numerous industry committees and Fitness Australia initiatives and as a panellist at state and international industry conferences.