The ValueProposition is where Sarah Pellegrino chats with an industry supplier to find out the value they bring to their customers and the industry. You will not only hear about the features of the product or service – which you can read on their websites or brochures – you will hear about the deep value and return of investment for you!
The July ValueProposition Featuring REX Roundtables
CEO of REX Roundtables, Eddie Tock joins host Sarah Pellegrino with 3 REX Members to discuss the value of this most unique business coaching program. After this show you’ll walk away with ideas for leadership in your business and tips to build strategy. Plus a great idea of what REX Roundtables can do for you.
A REX Roundtable is your personal, advisory board composed of 15-18 smart and successful owners who meet regularly to help each other improve the performance of their business and the quality of their personal lives.
REX carefully crafts the chemistry of each Roundtable so there are no competitors, strong similarities, yet a broad range of complementary expertise among the members.
Each REX Roundtable meets for two and a half consecutive days, three times a year. Members eat their meals together during each session. This informal interaction doubles the value. Each session is chaired by a master facilitator: Eddie Tock, Brent Darden, Mark Miller, Fausto di Guillio and Justin Tamsett. Their role is to orchestrate the meetings and facilitate the right know-how from each member at the right time. At the most teachable moments, they provide learning, often bringing in their expert perspective on management and relevant knowledge from other industries.
International REX Roundtables have over 250 club owners and executives from 2,700 clubs in over 25 countries! Traditionally, each Roundtable has met three times per year for three days in their Roundtable and with the pandemic Roundtables are meeting weekly or alternate weeks to discuss best operational practices and best strategic directions.
“I have been very impressed with the REX Roundtable. I can’t come close to articulating the value into numbers. The amount of insight you get combined with the relationships you create along the way make this one of the most important things you can do as an owner/operator. Then add too that the ROI I have seen in my locations since joining makes this the best decision I have ever made. If I had to choose between REX and a marketing budget I would choose REX every time. You don’t realize the power of having peers in the industry to bounce things off until you have it. This makes your personal and professional life better in every way.”
Jeff Sanders, CEO at Athletic Apex
You can join a REX Roundtable now and enjoy a Fitness Business Podcast Scholarship
Welcome to the aerial view of the fitness industry show 6!
This show has come about as many of you are working so hard in the business you don’t get a chance to stand up and see what’s happening in the industry.
I go after world leaders in our industry who are across multiple industry sectors and multiple countries to give you a truly aerial view of the industry!
What you’ll love about this series, is that I chew the thin with an International industry legend in a raw, authentic interview. There is no editing and I have no idea what our guest will say, so this can go anywhere!
And today I am super stoked to chat with: Chris Stevenson from Stevenson Empowers!
Chriscurrent focus is to help businesses and entrepreneurs of all types maximize potential. His expertise stems from his past hands-on experience in all aspects of the health club industry. For almost 20 years, Chris and his team successfully owned and operated Stevenson Fitness, a full-service boutique health club in Southern California. The club’s success was based on providing an unparalleled member experience, centered on proper staffing, systematic operations, and world-class leadership. This success was reflected in the club’s NPS, which was consistently in the 90s (industry average is in the 40s).
Chris is an international speaker who regularly presents at IHRSA, Club Industry, IDEA and many other fitness and business events.
He also sits on the board of directors of IHRSA and the Customer Engagement Academy. From health and wellness to business strategies,
Chris has the unique ability to instantaneously connect with people and to present viable, applicable lectures that resonate with every audience.
So he is man of many hats and perfect for an aerial view of our industry!
Welcome Chris!
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Welcome to the aerial view of the fitness industry show 5!
The Aerial View of the Fitness Industry was launched as many of you are working so hard in the business you don’t get a chance to stand up and see what’s happening in the industry.
I go after world leaders in our industry who are across multiple industry sectors and multiple countries to give you a truly aerial view of the industry!
What you’ll love about this series, is that I chew the thin with an International industry legend in a raw, authentic interview. There is no editing and I have no idea what our guest will say, so this can go anywhere!
I am super stoked to chat with: Dave Wright, the Creator & CEO of Myzone. And if you didn’t know what Myzone is then let me tell you – it is a Physical Activity Heart Rate Monitor and system used to monitor, motivate, evidence and increase exercise adherence.
He is also the Owner of CFM – Creative Fitness Marketing. Which since 1996 have help gyms get members for health and fitness clubs around the world through integrated multiple exposure marketing campaigns.
Dave is a former board director of the UK’s Fitness Industry Association (UK Active), an international presenter at conferences such as IHRSA, Filex, Club Industry & LIW, the founder of Independent Operators Unite (IOU) and writes for many industry publications.
What many people may not know about Dave is that he is also a gym owner!
So he is a man of many hats and perfect for an aerial view of our industry!
Get The Scoop On The Aerial View of the Fitness Industry In The Active Management Community.
Join the highly engaging Facebook community group for the exclusive early viewing of the show.
What he seeing across the UK, Europe and the US in the industry;
His experiences as a consumer/member of a gym chain in the US – he shares some cool stuff here;
What the other part of our industry – the suppliers – are going through;
What to expect when ordering equipment and why;
And then his prediction for the industry over the next 12 months.
Great watch . . . enjoy!
Get The Scoop On The Aerial View of the Fitness Industry In The Active Management Community.
Join the highly engaging Facebook community group for the exclusive early viewing of the show.
Les Mills Asia Pacific is offering a suite of useful resources to help Clubs as they begin reopening and Instructors as they start to return to teaching.
For Clubs, a comprehensive online hub is available, which contains information and practical guides for relaunch planning, social distancing; staffing issues and management tips; guides to ensuring health and safety for members and staff alike; tactics and tips used by clubs from all over the globe; marketing campaigns and social media materials to help encourage your members back; a guide to help your members ease back into their exercise routines; strategies to future-proof the business; and webinars.
Webinar topics include motivation, recruitment and the importance of metrics, with some sessions featuring special industry guests to share their valuable insights, lessons and experiences. These webinars offer practical and research-based tips that clubs can immediately implement. All webinars are accessible for free, regardless of whether the club currently offer Les Mills programs or not.
A series of educational webinars for Instructors explore a range of topics from leadership and self-care, to technique and personal development, with content to help you show up for yourself and your community during this crisis.
Throughout the lockdown period, Macquarie University Sports & Aquatic Centre worked with Miriam Cohen, Les Mills Asia Pacific’s NSW Business Partnership Manager, and delivered the live-streaming opportunities that Les Mills created. The Centre’s Group Fitness Coordinator Julia Powl said, “We have had great success through live-streaming Les Mills classes via Facebook Live. We chose Facebook as the optimal platform for the best video quality and greatest reach, as we had an existing base of followers on the MQSport page. The live-streaming classes featured a range of Les Mills programs such as BODYATTACK®, BODYPUMP®, CXWORX®, Les Mills Barre™ and BODYBALANCE®. The opportunity to deliver special live-stream releases has supported the business in loaning out BODYPUMP equipment on a direct debit so we could generate some income during the closure. First and foremost, we’ve been able to stay engaged with our members and gain exposure to non-members. Our members were motivated to continue exercising and stay connected with their favourite Instructors during a stressful time. Our Facebook followers grew exponentially and engagement through likes and comments remained consistent during the shutdown period. Upon reopening the doors, the highest demand for classes have been for BODYPUMP and BODYATTACK, with members so excited to do these classes with their Instructors in real life again!”
Les Mills Asia Pacific will soon be announcing a more permanent live-streaming solution for Clubs.
Staying focussed when curveballs are coming daily?
Coming out of the blocks with focus, energy and clarity this month?
These are the top FIVE challenges I have heard in the weekly Zoom calls with my Roundtable members since March. Having a trusted group of peers have made the past 90 days a little more bearable for these lucky business owners.
However, these independent business owners were not just “lucky.” They had chosen to be part of the longest operating Roundtable program. They have worked hard and most importantly worked with direction, strategy and knowledge of industry data and trends to ensure their first move is the best for the business and them personally.
As Rick Upton, Owner of Loggerhead Fitness said about his weekly Zoom Roundtable meetings
“It is nice to talk with other business owners that speak my business language.”
You can now join one of the Roundtables that I run in Australia or the US – in fact over the past 14 weeks we have formed 2 brand new REX Roundtables in the US that are almost full – that’s over 32 business owners who wanted support and knowledge during the most trying time in the history of business.
As Jeff Sanders said,
“If I had to choose between my REX Roundtable and a marketing budget, I would choose REX every time. The ROI I have seen since joining makes this the best decision I’ve ever made.”
And Jeff joined REX Roundtables in the first few weeks of shutdown.
The experts say that as we reopen we need to adjust to the ‘new’ normal. Your ‘new’ normal must include being part of a Roundtable because as Matt Fletcher, owner of GOPT says,
“We work together to move our businesses forward. We work together to be better leaders.”
Please note: For fitness business owners in NSW, Australia you can join the NSW Roundtable for lunch on July 3rd. This is our first face to face catch-up post-COVID and pre-empts our full day Roundtable meetings on September 11th and November 27th. Email me to see if you qualify for an invite to lunch.
ClubIntel, the global leader in conducting market research related to the health/fitness industry, announced it will be releasing its ground-breaking study on what members say fitness facility operators need to understand if they want them back on Monday, June 15.. The study explores the behaviors and experiences of health/fitness facility members pre-COVID-19 closures and during COVID-19 closures, a profile of the best predictors of those who will return, and a detailed list of the most influential requirements facilities should provide to ensure members feel physically and emotionally safe to re-enter their clubs, gyms and studios.
The study was conducted among 2,000 health/fitness facility members and users from 20 major U.S. MSA’s over a one-week period from May 11, 2020 to May 18, 2020 with research panel partner Dynata. The study was supported by Platinum sponsors Les Mills International and Life Fitness, along with our general sponsor FitSpace Boutique Studios.
“This report is an invaluable guide to how operators may survive and thrive as we come out of this crisis into a new reality. In the words of marketing icon David Ogilvy, “Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.” As fitness facility operators, we would disregard the advice here around new facility practices and communication at our peril.” Phillip Mills, Founder and Executive Director, Les Mills
Some of the study’s key findings include:
More members cancelled during closure than previously reported by the industry. 31% of members reported that they cancelled their membership/subscription since their facility closed due to COVID-19. Among Millennials, 45% said they cancelled while 12% of Boomers reported cancelling their membership.
Member engagement during closures was lackluster at best. Only 16% of members scored their level of delight a 5 (on a 5-point scale) with their facility during closure, the equivalent of a negative 40 NPS. However, before closure the NPS score was positive, a clear indication that many facilities did a poor job engaging their members during closure.
Two-thirds of members are ready to return to their former facility. 65% of U.S. health/fitness members report they are very likely/fairly likely to return, 19% are undecided, and 16% are unlikely/very unlikely to return.
One in five members are prepared to switch when doors reopen. 21% of U.S. health/fitness facility members reported they were very likely/fairly likely to join another facility when gyms reopen.
Members of Gen Z and Gen Y (Millennials) are less likely to return to their existing facility and more inclined to switch allegiances when gyms reopen. On average, only 60% of those under the age of 40 indicate they are very likely/fairly likely to return to their facility at opening, while 74% of those over the age of 56 indicate the same.
Membership ramp up will take time. 34% of members plan to return during the first week, 34% indicate they will return between one week and one month, and the balance report they will return anywhere from one month to more than three months after gyms reopen.
Women will not be an easy sell. Men are significantly more likely than women to return once their facility reopens. Men are also more likely than women to return the first week their health/fitness facility reopens.
What members say is important to return after re-opening may not be what many operators are considering. Members place high importance on over a dozen key variables related to the influence each has on their decision to return, some of which may be out of the operators’ control.
“At Life Fitness, our mission is to provide solutions that help people lead active and healthy lives. In times like these, we recognize that enhanced safety precautions need to be taken and proactively communicated to exercisers to instill confidence in our industry,” said Chris Clawson, CEO of Life Fitness. “As we enter the next phase of reopening, it will be incredibly important to understand the concerns of our partners and their customers around returning to fitness facilities. Research like this allows us to do just that and will help inform industry guidance and set new standards to ensure we are all providing safe and responsible solutions.” Chris Clawson, CEO Life Fitness
The complimentary report will be available starting Monday, June 15th on ClubIntel’s website www.club-intel.com. The report can also be obtained through our Platinum sponsor Partners Les Mills International and Life Fitness.
In show 3, I chew the thin with Founder of Keepme.ai, Ian Mullane.
We discuss how much knowledge we actually have on our members. Ian shares what we can be doing to maximise our sales, secondary income, and enhance our member experience purely based on their data – that you already have!
You will be amazed to hear what you opportunities you are missing out on.
Next Guest: Matthew Januszek, Co-Founder of Escape Fitness Equipment and host of The Escape Your Limits Podcast. See the interviews first when you are a member of The Active Management Community. Join our closed Facebook group by clicking here.
Get The Scoop On The Aerial View of the Fitness Industry In The Active Management Community.
Join the highly engaging Facebook community group for the exclusive early viewing of the show.
I recently had the opportunity to chew the thin with Ryan Hogan, CEO of Les Mills Asia Pacific. We discussed:
What’s happening in clubs that have opened in China, South East Asia, New Zealand and Australia.
What Ryan predicts will be the top trends in clubs post covid
Get The Scoop On The Aerial View of the Fitness Industry In The Active Management Community.
Join the highly engaging Facebook community group for the exclusive early viewing of the show.
For the first time the entire fitness industry can unite across the globe to hijack every social media platform with these two simple messages:
Exercise is medicine
Gyms are safe
No matter what aspect of the industry we look at we have all taken a hit – owners, trainers, group fitness instructors, suppliers, business coaches and associations. No one has escaped COVID 19.
I was inspired last week from a post by Chuck Runyon, President of Anytime Fitness, where is shared the positive infections of going to a gym: strength, happiness, immunity and more. And I thought Chuck is one person yelling a positive message but the noise around him means he is being drowned out.
We need to call on all our troops to broadcast a consistent message.
Government’s across the globe have consistently allowed exercise as they know it helps the mental health of people. They have opened the door for us and rather than knock and ask if we can come in, we must unite and charge through the door. We must tell the world that exercise is a great medicine.
Additionally, while 20 to 30 or 40% of our members feel safe to return to our clubs there is still a group that don’t and together the industry can reinforce that gyms are safe.
Just imagine for a moment IF:
Every fitness business on the planet posted a consumer facing message that identifies why exercise is important and that gyms are safe;
50% of employees of a fitness businesses on the planet posted a similar message; and
25% of every gym or studio member on the planet shared they love their gym.
Why can’t this happen?
It can and together we can make it happen!
Now is the time for the fitness industry to call on our troops as we go to battle across the globe to ignite our industry and bring confidence to our product and locations.
Together we have enormous reach, so let’s unite on the 1st June to blitz every social media platform!
Every country and even every state are in different stages of opening or even not opening. That is not a reason to not participate in this Call to Arms. Your county, state or even country Politicians might just take notice if there is a ground swell saying gyms are safe.
Friendship circle No matter the situation, we all need to show to solidarity and tell our communities that:
Gyms are safe
Exercise is medicine
The Social Media Attack
On the 1st June every fitness business, supplier, staff member and members post on their social media platforms this style of message:
If you didn’t know:
Gyms and fitness studios that follow the frameworks are safe and the place to build your:
Immunity
Strength
Energy
Motivation
Positive mindset
Resilience to stress
Happiness
Mental alertness
#gymsaresafe #exerciseismedicine
You can do a static image, a video message, a long post or even a Tic Toc!
The key to this is to use the two hash tags #gymsaresafe #exerciseismedicine, so for 24 hours this is a trending topic across the platforms and the world.
Kept Simple
It is that simple! And meant to be that simple so everyone can do it!
This Call To Arms has deliberately been kept simple, to allow businesses of all sizes to be involved and then add their own brand to it.
There is no website for you to sign to or a lead capture activity for gyms and studios who participate. This is just a coordinated approach to dominating social media for one day!
A grass roots approach to bring attention to the benefits of exercise and that gyms are safe.
Your Actions
Turn the above copy into a relevantly branded image which should be branded with your business logo and website.
Post it on your business social media accounts.
Have every one of your staff to post it on their social media platform on the 1st June.
Ask your super hero members to share it too!
The key is to include the hash tags: #gymsaresafe #exerciseismedicine
For Your Business
Suggested copy for your team with the image, “We care about your health. Your gym/studio/trainer is ready now to help you get healthy and build your immunity. #gymsaresafe #exerciseismedicine”
For Your Team
It would be ideal for them to post their own message, rather than share something from the club or studio. Suggested copy for your team with the image, “Exercise is important to everyone’s health. Come and visit me at a [insert gym/studio name]. #gymsaresafe #exerciseismedicine”
For Your Members
It would be ideal for the members to post their own message, rather than share something from the club or studio. Suggested copy for your members:
“I feel comfortable going to my gym/studio/with my trainer. You can too. #gymsaresafe #exerciseismedicine”; or
“I love [insert gym name] #gymsaresafe #exerciseismedicine”
This Is Not A Political Message
The success of this attack is about reach and if we politicise the message it will get lost as people will not share! We need the #gymsaresafe #exerciseismedicine to organically grow!
On June 2nd, you can collect all the data and then send that as a message to your local politicians. But in reality, any person in office will be watching trending topics and if we all deliver the consistent message #gymsaresafe #exerciseismedicine it will be trending.
I appreciate that this is a grandiose plan! A real Big Hairy Audacious Goal to have every gym on the planet to post such a message but image if we together we can so this.
I am also not “owning” this movement. I am sharing the concept to our industry and hoping it becomes a movement with whomever wants to promote it.
You can brand it or put any twist on it that you like – just ensuring we keep the #gymsaresafe and #exerciseismedicine as part of the key message.
Finally, I want you to understand that is not a campaign for my company to gain your emails addresses and then try to advertise to you. There is no website to opt in, just make the posts yourself, knowing other people around the world are too!
There are 3 actions in this Call To Arms:
Commit to posting on Monday 1st June a message to boost consumer confidence in the benefits of exercise and that gyms following the frameworks are safe.
Have your personal army support you! Have your staff and your members post themselves.
Reach out to anyone you know in the industry to do the same. Ask any of your suppliers or vendors to share the Call to Arms – the Precors, Technogyms, billing companies, software providers – ask them to contact all their customers to join the battle.
Together we can turn consumer confidence.
Together we can get more people moving and moving more often.
The key – ‘together.’
Let’s gather the troops and take the first step in the war on saving every human, by winning the first battle on the 1st June!
