IHRSA 2017 Learnings From Ryan Hogan of Australian Fitness Network
I was recently lucky enough to attend the annual global fitness gathering that is the IHRSA convention and trade show in Los Angeles. I consider IHRSA a pretty decent barometer of what’s happening globally and the 2017 show was no exception. A few observations:
1. Traditional marketing and advertising is well and truly dead.
Not that this should be a revelation, but all old methods of reaching prospective, and even current clients need to be thrown out and revisited. A great piece of advice I heard was make sure your marketing person/team belong to the demographic you’re trying to attract.
2. The fitness world is being over taken by low cost and boutique operators, each at opposite ends of the spectrum.
Everyone else is trying to figure out how to compete against them, and very few have figured it out, at least not yet.
3. There is still nobody taking the growing older adult and deconditioned market seriously.
Walking around the show I saw plenty of equipment and programming catered to make the already fit even fitter, but not much for the rest of the world!
Summary
On a much more positive note, compared to the last few years I felt a sense of enthusiasm and optimism in the conference and real hustle and bustle in the trade show. It’s hard to put my finger on it, but I’d have to say it feels like the US industry has bounced back from a tough time, which hopefully bodes well for the future on Australia shores.
Active Management Note
Thanks Ryan for your contribution and I am sure your experience will impact the Filex experience for Aussies attending this year. In 2017, with Chantal from the Fitness Business Podcast we will be MC’ing the Business Summit on Thursday 27th April and then I am speaking on Friday 28th at 8:15am on “How To Onboard for Loyalty & Long Term Success.” Find out more about Filex 2017 by clicking here.
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.