Fitness Australia Board Member Kristen Green Shares Her IHRSA 2017 Insights
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!
Summary
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.
Justin is the Managing Director of Active Management, which he began January 2004. He offers coaching to businesses worldwide in everything from start up and design to marketing and sales systems. Justin also facilitates four Australian and New Zealand ‘fitness industry roundtables’ events, which allows him to see a huge cross section of business models.