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American Health Clubs Trust Alliance
Trust is defined as the assured reliance on character, ability, strength, or truth of someone or something. One thing the most successful companies in the world share is trust; trust in their brand, trust in their products and trust with their customers.
For years, Norm Cates, Publisher of Club Insider, has advocated for a more concerted effort to build greater trust in the American Health Club Industry. Through some of his writings, available on this site, he has attempted to combat the black eye the American Health Club Industry has earned in its formative years; however, something more must be done.
Owners and operators across the United States must continue to keep their minds open to new knowledge. There is always something new to learn. From there, connect with fellow owners and operators to see what is working, why and where. It is our hope that we can help in these two very important initiatives, so we urge you to Sign Up, Learn, and Connect...
As motivation, think about the following United States statistics (Source: 2009 IHRSA Global Report):
- We have 30,022 facilities
- Serving 45.6 Million Members
- Earning $19.1 Billion in revenue
- With a Penetration Rate of 16%
Do these statistics sound good? As a comparison, let's look at an example of the results trust can acheive.
In 2008, revenue for Apple topped $32.5 Billion!
Granted, Apple is a consumer electronics and business technology retailer, and this figure is for worldwide sales, but for a nonfiscal example to point to in order to illustrate Apple's success, it is this: Several weeks after their most recent iPhone release, there were still lines outside their stores to buy the latest version!
How many lined up at your doors for last weekend's sale?
So, where does this level of success come from? Simple... Trust. People trust Apple's products, and importantly, the people behind them. Go into an Apple store, and you will see the difference.
Now, think about what could happen to our industry if we truly earn the trust of the American public... Our penetration rate of 16% of a population that is, for the majority, overwieght and obese, is not something to be excited about. Our product is so important and vital to the health and wellbeing of the general public, but we are losing the battle. Let's start to turn that around today.
American Health Clubs Learn
To fulfill our first initiative, one of learning, American Health Clubs Learn contains articles on how to build greater trust in your club business, stories of club business sucess via trust and links to other great resources. These articles have appeared in past issues of Club Insider, but we believe they are so important to achieving greater club success that they are being provided here for free. Of course, if you enjoy and learn from the articles and stories you read here, you should consider investing in a subscription ($49 Online and $89 Print and Online) to Club Insider. Included with both subscription options is access to five years of archived issues and twelve new issues of the publication. Needless to say, the wealth of information contained in those pages is sizable, and any one article could produce new results for your club business. Try it for free today.
American Health Clubs Connect
Though the content of American Health Clubs Learn will grow over time, as it is expanded with additional articles, stories and resources, it only represents a small sliver of the knowledge available from the most important resource in our industry. That resource is our industry's club owners and operators, and fulfilling our second initiative, one of connecting, American Health Clubs Connect will provide the means for owners and operators across the country to connect with eachother in order to learn from what each has done in their facility to earn the trust of their community. This interaction can be a very powerful tool if proactively used.
Sign Up Today!
We invite you to Sign Up Today! Upon sign up confirmation, you will be directed to a page where you can download Will Phillips' "Generating a Waterfall of Leads... 125 Membership Lead Sources." This is a significant article that can help produce amazing new financial results for your facility, and we want you to have it as a free gift for taking the first step towards attracting the 84% of Americans not currently doing business with our industry.
During Sign Up, you will have the option to include your contact information (Name, club name, location, phone number and/or email address) in American Health Clubs Connect. After signing up, you will receive an email notification any time American Health Clubs Learn is updated with additional articles, stories or resources.
Over time, we hope this site will become a regular resource for you in your quest to bring your club business to the next level in your community. The only way we will win this battle is together, so let's start anew today; Sign Up, Learn, and Connect!