Fitness: Page 77

Ep 5: Scott Gillespie

Scott Gillespie found himself as a "fixer" of operationally challenged health clubs. But when he met his ultimate test, a poorly managed, financially strapped facility in Saco, Maine, the former professional skier and professional soccer hopeful began his greatest fix ever. In this episode of "Gym Class: Heroes of Fitness," the IHRSA board director joins Leigh and Hossein to discuss the journey that defined his club's brand and the fateful story of the night his entire club burned to the ground from arson.

In a great a podcast for the independent club owner, Scott Gillespie touches on lessons learned, best practices and where the fitness industry is going.

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Does Your Health Club Need Rescuing?

There was a time when all anyone needed to own and operate a health club was a passion for fitness and some money to get things started. Unfortunately, today independent club owners are faced with competition from larger, well-run companies with full infrastructure and more commonly, business executives from outside of the fitness industry. To be successful in today's increasingly competitive health club environment takes business savvy, vision and the ability to put the right people in place to run the day-to-day operations of the health club.So where do club owners and operators turn when they’re in need of a little help?The good news is there are plenty of resources to get the basic understanding needed to be successful. The bad news is there may be too many resources out there. A quick Google search for “running a health club” brings up about 213 million results, ranging from Amazon to IHRSA and everything in between. Among the generic how-to sites and eBooks that offer advice, sometimes it’s hard to find reliable information that fits your club’s unique situation. Not every issue can be resolved with a Google search. That is when the question arises, “Is worth the investment to call in a professional?” Sure, it can be a hefty investment depending on a club’s situation. And of course, controlling costs is always a priority for independent club owners. But sometimes, just like with marketing dollars, money well spent may help boost revenues in the long run. Consultants can bring a wealth of specialties and educational degrees with them. However, an important aspect in bringing in an outside consultant is that he or she can provide a personalized program that addresses the company's weaknesses and turns them into strengths through evaluation, goal setting and operational improvements. And they can do it without the emotional connection that many have to their own business. Think of it like personal training for your health club (or for those that enjoy reality TV, having Jon Taffer from Bar Rescue come in and fix up struggling bars — with a bit of screaming and cursing for dramatic effect.)When one watches shows such as Bar Rescue, Tabitha's Salon Takeover or any of the business turnaround shows, the common theme is that too often egos, emotions and pride can get in the way of analytical, creative and bottom-line thinking — especially when a business owner may not be fully armed with all the skills needed to design, staff, and run a successful health club. This is where an expert (or group of experts), which are often found speaking at conferences and trade shows can be of great service. They can help owners get systems in order, find the right people to be hired and suggest proper programs that will boost ancillary revenues. Does every club need a consultant? Maybe not. But if you believe that every member should be spending a bit extra on a personal trainer to get the best results, you may want to think about doing the same for your business before it needs rescuing.

Sometimes the help of an outsider can provide a fresh perspective and new ideas.

MLB Urban Youth Baseball Academies Keep Popping Up

Davey Johnson likes a good story. The story of the 2013 Washington Nationals season may wind up being one of missed opportunity. But that's hardly the end of the Davey Johnson story.

Rim Sports Complex Aims to Develop 'The Complete Athlete'

HAMPTON -- Athletes of all ages will have a new place to shoot some hoops and strengthen and condition their bodies with the opening of the new $2.5 million Rim Sports Complex and Athletic Performance Center of Exeter Hospital.

Is it Time for Independent Health Clubs to Ditch Membership Sales?

Ask any independent health club owner what business they are in and you are bound to get answers ranging from fitness to wellness to community building. But the business gyms have always been in is the membership business. Any banker or venture capital firm will tell you that's what a club is.Sure, within the four walls of the facility there is fitness, wellness, community and more, but unless people walk through that door there is no business. That's why it may be time for club owners to re-think the business they are in. While people have long been conditioned to sign a contract for one, two or even three years to cut their monthly rates or get a “break” on enrollment fees, that mindset has been eroding. Health clubs, cell phone providers and even cable companies are changing their models to attract commitment-phobes and stay ahead of growing competition. And you have enough competition as it is. Throw in the proliferation of boot camps, yoga studios and CrossFit locations that are popping up on every corner and traditional club owners are feeling the squeeze to bring in more exercisers and compete for limited dollars.While some health clubs have had great success with no-commitment memberships, they run into a problem of high attrition rates - some reaching into the 90 percent range. Throw in the added marketing costs of of attaining new club goers and it can be expensive. However, that doesn't mean it's not a way to go – or the only way. While offering shorter or no commitment memberships, selling class cards to compete with yoga studios, or even offering non-member rates for boot camps and other functional circuit training classes may make it harder to project long-term revenues, it could bring in additional funds you're currently missing out on. And with correct pricing, it will still make a membership commitment attractive to those not adverse to contracts.But, while this can bring in additional revenues, it does mean that management needs to step up their game to keep these short-timers happy and heading back time and again. This means that all of the little things that might annoy a member who is locked-in will send that commitment-phobe heading to the competition like Julia Roberts in Runaway Bride. Maybe it's an exercise class that always starts 10-minutes late. It could be that the locker room is in a bit of disarray. Or worst of all, it is that the customer service team is not doing their part to make everyone that walks through the door feel welcome, informed and happy to be there –basically making going to the gym a “want to” rather than a “have to.” While the membership model may never truly disappear, independent health club owners have the opportunity to work in new revenues models to turn other fitness facility ex-members into their exercisers and boost the bottom line at the same time.

Shorter or no-commitment memberships could be a way to boost revenue and lure customers away from local competitors.

Face-to-Face Networking Is Still Best for Club Owners

There was a time when face-to-face networking was really the only way to do it. Trade shows, conferences and local organizations provided valuable information and a chance to learn what other club owners were doing to improve their business. But in the internet age ripe with blogs, webinars, and even virtual trade shows, many club owners have chosen to forgo the costs and time needed to get together with their peers and learn how to do business better. But, is that really the best way for an independent club operator to really stay on top of the trends?“With all the free information available on the internet, many club owners just don't see the time and expense of attending shows and meetings as a value proposition, says Michael Scott Scudder, Founder and CEO of Fitness Business Council. "While there is great benefit from well-run and credible online sources, it just may not be enough. With nine percent of clubs controlling 40 percent of the memberships — and research shows this trend will grow as we see continued consolidation — independent club owners need to expand beyond the web as the only way to stay ahead of the game.” That said, many organizations are still providing viable ways for club owners to not only meet and exchange ideas, but also get real life critiques on how they run their business and can do a better job down the road. “Meeting three times a year with non-competitive clubs in a 100-percent straightforward and honest way that will share ideas and hold you accountable can really help a club owner improve operations,” says, Will Phillips, Founder and President of REX, a company that specializes in forming and facilitating executive roundtables for the fitness industry. “Often, be it online or in educational or networking situations, people will share 95 percent of their story. It is that extra 5 percent that comes out in the right environment that makes the difference.”Even local association groups such as MACMA are reinvigorating their face-to-face networking opportunities even as they offer more online methods of education. “While we provide webinars and online resources There is such value for our members in face-to-face meetings where they can really hammer through details and learn from experts and each others” says Kerry Campbell MACMA's executive director. “Club owners are looking for help with sales, marketing, competition and more. It helps having a local, regional group they can go to and learn from each others' experiences.” But, face-to-face meetings, especially ones that are open and honest, the ones that will be most effective, take a special kind of mentality from independent club owners and managers. “When you get ideas from your peers, and then they follow-up in three months to see if you've adapted and improved your business, there is a level of accountability; there is also a level of support,” adds Phillips. “There are about 10 percent of club owners that would not want to be in that position; another 30 percent that feel that way, but probably can do it and benefit. About 40 t0 50 percent say 'bring it on'.” Matt Harrington, president of Boston-based Gymit and a member of one of the groups through Rex Roundtables, agrees. “The ability to talk openly and honestly about your business with another fitness professional is a benefit that can not be measured," says Harrington."It is very rewarding to know that others are having the same troubles that you are having, and even more rewarding to know that you can help the other members succeed by sharing your own successes. [But] the club owner needs to be comfortable being be fully transparent in all parts of their business and life. They also need to be certain that the can make the time commitment to the group, outside of the meetings you need to be available to the other members of your group via email and phone.”While online learning and education is cost-effective and worthwhile if absorbed and put to good use, the need for face-to-face networking and education may bring a bigger ROI for independent club owners.Editor's Note: The iClubs Conference is designed specifically for independent club owners to learn, network, and improve their clubs. Join us in San Diego November 20-22.

Webinars and websites are great, but nothing beats face-to-face networking. (Photo from 2012 iClubs Conference.)

How Independent Health Clubs Can Increase Market Share

I recently stumbled upon a press release from IBISWorld, the largest independent publisher of U.S. industry research, with 700 analysts covering a wide range of industries.

If the fitness industry is a pie, how do you ensure your club gets the biggest piece possible?

Ep 1: Ron Hemelgarn

Ron Hemelgarn is the true American success story. In the inaugural episode of "Gym Class: Heroes of Fitness," he joins Hossein and Leigh for a look back at his life and career in fitness. From earning money collecting scraps as a kid, to getting his first job in the industry by fixing equipment, you’ll hear how he built one of the largest chains of health clubs in the world based on out-servicing the competition and fulfilled a boyhood dream of winning the Indy 500.

Ron Hemelgarn went from cleaning toilets to being the owner of the winning team at the Indianapolis 500.

Intro: The Story Behind Gym Class Heroes

Fitness is an industry of entrepreneurs and visionaries, where innovation and independence can change the world. In “Gym Class: Heroes of Fitness," the biggest names in fitness join Motionsoft’s Hossein Noshirvani and Leigh Kessler every week to tell their personal stories and explain what their vision was and what it took for them to see that vision come to reality. From growing up, to learning what got them into the world of fitness, to the moments that led them to their game-changing ideas, and what they learned afterward, we get the stories behind all of it.

Ep 4: Paul Byrne – Precor

Paul Byrne is the reason nearly every gym and health club in America has an elliptical machine. In this episode of "Gym Class: Heroes of Fitness," the newly retired president of Precor joins Hossein and Leigh to talk about where the idea for the elliptical came from, the controversial sales channels he used to market it that ultimately led to its prominence in the industry, and the challenges of staying up with every trend and innovation in fitness. Rounded out by discussions of fly-fishing and bull castration, this episode is sure to be an inspiration for fitness inventors and innovators.

Paul Byrne, known as the Godfather of the elliptical machine, is an innovator in the fitness industry, but he shares some practical tips everyone can learn from.

Ep 2: Colin Irving – Real Ryder

Colin Irving was known for many things before creating the RealRyder Indoor Cycle – a featured actor in the movie “Dead Poets Society,” producer and writer on “The Man Show,” even “son of world famous author John Irving.” But a passion for cycling and an upbringing in the cold snowy winters of Vermont gave Irving an idea for the most realistic indoor bicycling experience possible. In this episode of "Gym Class: Heroes of Fitness," Irving joins Hossein and Leigh to talk about the road that led him to the creation of one of the most innovative products the fitness industry has seen in years.

Colin Irving chased careers in show business and professional sports before becoming a successful fitness entrepreneur.

Ep 3: Chris Clawson – Life Fitness

Life Fitness' Chris Clawson joins the podcast to talk about everything from his rise to the top, to high school pranks in his '70 Chevelle SS convertible.

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