Club Insider

This Month in Club Insider: July 2015

Tom Rhind and Power Wellness
Forging Ahead in the Health Care Frontier

By: Justin Cates

Justin CatesJustin CatesOn a daily basis, we read and hear conflicting reports about the growing successes of our industry versus the long road we have to go in order to change the dismal healthcare future so many studies and pundits say we have awaiting our society. As an industry, we have come a long way. Over the years, Club Insider has chronicled many stories that define our industry's history, good and bad. In 1999, IHRSA defined the 50 Million (Members) by 2010 campaign. This industry has proudly reached and surpassed that goal, defining our industry, and hopefully, ensuring its future. For every wonderful statistic we add to our industry's resume, though, others come to light reinforcing how far we have to go. Nonetheless, we cannot forget where we have come from and where we are going.

"Insider Speaks"
The ClassPass Paradox: Partner or Competitor

By: Stephen Tharrett

Stephen TharrettStephen TharrettOver the past year, ClassPass, an online subscription portal that extends consumers the opportunity to engage in unlimited fitness classes a week at over 3,000 studios, has gone viral, capturing the attention and engagement of numerous club/studio operators. With its announcement earlier in 2015 that it had raised $40 million in Series B funding, bringing its total raised to $52 million since launch, its Founder and CEO, Payal Kadakia, indicates the company now has a market cap of approximately $200 million and growing.

You Only Get One Chance to Make a First Impression
Better Make it Count!

By: Dr. Art Curtis

Dr. Art CurtisDr. Art CurtisIn my 35+ years in the fitness industry, I do not believe that I have seen a time when the industry has been more competitive than it is today. The consumer has so many good alternatives in most markets to satisfy his fitness needs. From low-priced/high-volume franchise models that have made gym membership accessible and affordable throughout most of the United States to the variety of studio models that have literally created a new category for group exercise and small group training. Several of the national and regional chains have become stronger allowing them to dominate in their markets while some of the weaker groups have been acquired. If you are going to successfully compete in the fitness industry today, you better bring your "A Game." Anything less will result in failure.

Summer, The Real Busy Season
By: Deneen Laprade

Deneen LapradeDeneen LapradeWhen used wisely, summer is a powerful set-up for the rest of the year and beyond. Now is the time to work on your business, which is in direct contrast to the rest of the year when all you have time for are daily operations that keep you busy open to close, every day.

How to Create a Marketing Machine
By: Casey Conrad

Casey ConradCasey ConradMarketing: we all need it, we all do it, but most of us aren't satisfied with the results we're getting from it. There are two primary reasons why clubs aren't maximizing their marketing efforts. First, they don't have a 12-month marketing plan that utilizes a diverse number of mediums to create a synergistic effect in their marketplace. Sadly, most make decisions month to month. Second, operators don't make a clear enough distinction between marketing and sales with their membership departments. As a result, one of the most powerful marketing tools, salespeople, don't help drive membership sales. The end result is that, all too often, sales are only from those prospects already walking through the doors. It may sound like doom and gloom, but the great news is that, for most clubs, there is an incredible untapped potential for creating a club marketing machine. Let's explore those possibilities.

Programming For The "Fun Of It!"
Recruiting and Hiring Trainers For Small Group Training Management Success

By: Laurie Cingle

Laurie CingleLaurie CingleSuccess with Small Group Training (SGT) is based on 7 Keys: (1) Leverage Your Offerings, (2) Hire and Retain Champion SGT Trainers, (3) Define Metrics, (4) Identify a SGT Manager, (5) Create a Space, (6) Outline a Marketing Plan and (7) Develop a Budget. Last month, we discussed Hiring Champion Small Group Trainers. The focus of this article is Key #2, Retaining Champion Small Group Trainers.

Ed Williams' Wellbridge Acquires MAC's Harbor East Club
BALTIMORE, MD - The Maryland Athletic Club & Wellness Center (MAC), which operates three health and wellness facilities in Baltimore County and Baltimore City, announced the sale of its downtown Baltimore facility, the MAC at Harbor East to Wellbridge, a Denver-based company that operates a family of 19 premium athletic and tennis clubs across the country. The transition was effective July 1st.

Letter To The Editor
Good Morning Mr. Cates, A terrific mentor in my life, Larry Krieger (aka Kriegs) shared with me your 258th edition of the Club Insider yesterday, and I couldn't put it down. Your story on Curt Beusman frankly made me jealous of not knowing him in person. It seems like he was a terrific human, leader, thespian, scientist, businessman, husband, father and tennis player!

The Bay Club Company Acquires Santana Row Location
SAN FRANCISCO, CA - The Bay Club Company, a California-based active lifestyle corporation, announced the addition of a 36,000 square-foot club in Santana Row, Silicon Valley's premier shopping, dining, living and working destination. The new property rounds out The Bay Club Silicon Valley campus to include three locations: Bay Club Cupertino, Bay Club Santa Clara, and now, Bay Club Santana Row.

Active Wellness, LLC and St. Joseph Health Join to Redefine Wellness
SAUSALITO, CA - Active Wellness, LLC and St. Joseph Health announce a joint venture to develop new models for health, wellness, lifestyle management and illness prevention in both the work and residential setting. This breakthrough collaboration is reimagining healthcare and fitness.

Karen Woodard-Chavez' 2nd Annual Results, Retention and Revenue Summit a Success!
BOULDER, CO - The 2nd Annual Results, Retention and Revenue Summit was held in Boulder, Colorado, June 10 - 12, presented by Karen Woodard's Premium Performance Training and sponsored by MATRIX and The National Independent Health Club Association.

The IHRSA Institute Is Coming!
Hello IHRSA Member, No matter where in the world you come from, what kind of club you work in or what your position is, you will find peers you can relate to and learn from at The IHRSA Institute.

Norm's Notes for July 2015
By: Norm Cates

Norm CatesNorm CatesHello Everybody! This is your Club Insider Publisher and Tribal Leader since 1993 checking in!

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