The IHRSA Institute Informs, Enriches, and Satisfies Again
Posted: May 28, 2015 in IHRSA
IHRSA: Success By Association
BOSTON, MA – It’s world-renowned and widely respected. The IHRSA Institute: Executive Education for Club Professionals, which has been offered to IHRSA members for 25 of the association’s 34 years, was “reinstituted” last year following a five-year hiatus. This intensive, graduate-level educational experience provides a unique and valuable opportunity for industry leaders to learn how to manage more effectively. It’s led by a faculty of industry experts and highly acclaimed academics that provides a balanced curriculum covering nearly every aspect of club management.
Many of the sector’s most successful executives, including past and present members of IHRSA’s board of directors, are counted among the more than 1,000 distinguished graduates of the IHRSA Institute.
Last August, 80 men and women from nine countries participated in the program, which was held at the Rizzo Conference Center at the Kenan-Flagler Business School, on the campus of the University of North Carolina (UNC) at Chapel Hill.
IHRSA put a great deal of thought into every detail of the relaunch.
“It’s important for us to offer a strong program that resonates with our members,” explains Pam O’Donnell, the vice president of member experience and development for IHRSA. “We created the curriculum after receiving lots of member feedback and input from the Institute Advisory Group.”
In retrospect, it’s clear that the effort paid off.
“It was fantastic,” observes Missy Moss, the general manager of the Nike Athletic Centers at Nike world headquarters, in Beaverton, Oregon, who paused before continuing. “I’m having a hard time,” she explains, “finding the right word to describe the entire week.”
This year, the Institute, which will be held Tuesday, August 4, through Friday, August 7, at UNC, promises to be even better.
“Overall, we’re very pleased with how the Institute went in 2014—the event received an NPS (Net Promoter Score)* score of 96!” reports O’Donnell. “And we’ve made changes to ensure that, this year, it will provide an even more rewarding experience.”
Intimate Instruction
The Institute is as popular as it is largely because it represents the ultimate in immersion programming—a rare opportunity to learn from, and commiserate, network, and brainstorm with faculty, the IHRSA staff, and one’s peers.
The networking will get underway almost immediately. As she did last year, Denise Ryan, a professional trainer and experienced leader in icebreaker activities, will host a 90-minute session, during which introductions will be made, casual, friendly conversations conducted, and business cards exchanged.
The networking will continue during meals, roundtable discussions, and social events.
Institute classes are kept small in order to facilitate the most interaction, allowing participants to engage in in-depth discussions that, in many cases, focus on real-life examples. Students also will be provided with valuable management tools and a variety of publications and research reports that have been developed by IHRSA.
Alumni—even those who traveled across the world to attend—agree that the Institute is an investment in time and energy that will pay off for years to come. That’s because this gathering is unlike any other event, points out Lisa Gorsline, the president and general manager of the Corpus Christi Athletic Club, in Corpus Christi, Texas. A three-time attendee, Gorsline was the first person to register for the 2014 event.
“In our industry, we’re bombarded with choices—conferences, conventions, and Webinars—and it’s often hard to decide which ones to make use of,” she says. “But the Institute offers an intimate setting and a smaller group of attendees, so you get a lot of one-on-one time with the speakers, vendors, and other students.”
“Attending the IHRSA Institute would have to be one of the highlights of my professional fitness career,” reflects Kristen Green, the general manager of Aquafit Fitness and Leisure, in Campbelltown, New South Wales, Australia. “Rarely are we afforded an opportunity to learn from some of this industry’s most accomplished individuals, and to interact with one another, in such a unique setting. While the program’s formal content and presentations are incredibly valuable, what’s invaluable are the connections, the chance to learn from one’s peers, and the opportunity to embark on enduring friendships.
“I’d highly recommend the Institute to anyone who wants to learn and obtain critical insights from the best in our industry.”
Intense Curriculum
The IHRSA Institute has been designed for executive-level personnel, such as club owners, general managers, and department heads, so the four days will be packed with information-rich and thought-provoking educational sessions, roundtable discussions, and networking activities. There also will be group meals on the picturesque UNC campus and a group dinner and social hour held at a local restaurant.
This year’s faculty will include some of the biggest names in the fitness industry, including Bill McBride and Brent Darden, past chairpersons of the IHRSA board; Allison Flatley, a current board member; and respected leaders such as Rick Caro, Sandy Franco, Frank Furness, Alan Leach, Scott Lewandowski, Mark Miller, Michele Melkerson-Granryd, and Jason Reinhardt.
IHRSA staffers Helen Durkin, Melissa Rodriguez, and Amy Bantham will also conduct sessions.
Subjects covered will include strategic planning; benchmarking; financial management; sales management; marketing strategies; profit center management; hiring, training, and retention; member engagement, experience, and retention; personal and group training management; health promotion and community service; social media and digital strategies; legal issues; and preparing for the future.
Keynote addresses will be delivered by two eminent Kenan-Flagler Business School professors. One, “Service Innovation: Creating Great Customer Experiences,” will be presented by marketing professor Sridhar Balasubramanian, Ph.D., the associate dean of the school’s MBA program, and the Roy and Alice H. Richards Bicentennial Distinguished Scholar. The other, “The Power of Storytelling at Work,” will be given by Heidi Schultz, Ph.D., a clinical professor of management and corporate communication.
“The effort and detail that each faculty member brings to their particular course is evident in their presentations,” notes Marc Gagnon, IHRSA’s senior manager for meetings and education. “They’re remarkable resources—in the classroom, throughout the entire event, and even after the Institute is over.”
Inspiring Progress
The comments of former attendees makes it obvious that the IHRSA Institute is valuable to both industry newcomers and veterans.
Michele Glaeser, the general manager of Adventure 212 Fitness, in Stevens Point, Wisconsin, was a first-timer last year, when she attended as the John McCarthy Merit Scholarship winner. New to her position, and having never before attended an industry event, she went with open eyes and few expectations.
“The Institute was just great,” she recalls. “It was well organized, and the session topics were outstanding, providing a lot of variety, and covering all of the bases. It was especially worthwhile for me, given that I was new to management.”
At the other end of the experience spectrum, Alan Leach, the group general manager of the West Wood Clubs in Dublin and Bosnia, regards it as a possible corporate life-saver.
“The Institute is, without a doubt, the best fitness-business educational program worldwide,” he attests. “Without the knowledge and expertise that our managers acquired at the Institute in years gone by, I doubt that we’d have survived the catastrophic recession in Ireland. The powerful sales, marketing, programming, and retention strategies they learned have allowed West Wood Club to develop a strong and sustainable competitive advantage in our market. I couldn’t recommend the IHRSA Institute highly enough.”
To register, go to www.ihrsa.org/institute.
* The Net Promoter Score (NPS) is a program provided by The Retention People (TRP), a major research firm, that allows clubs to measure customer satisfaction. A score of 96 would indicate that, for every 100 members, a club has 96 more “promoters” than “detractors.”
