• News and Notes From the IHRSA 2014 Trade Show Floor

    by Michael Gaio March 2014

    There’s nothing like attending a good trade show, especially in the fitness industry. The equipment, the innovation, the music, the energy, the people… Whether it’s our show or IHRSA, I consider attending these shows to be one of the perks of my job.

  • Examining NCAA Corporate Sponsorships

    by David K. Stotlar and James C. Kadlecek March 2014

    Editor's Note: This article originally appeared in the April 1993 issue of Athletic Business with the headline "What's in it for Me?"

    What's in it for me? That’s what corporate sponsors are asking, and that’s the question sports organizations have to answer if they want those companies’ financial support. A survey of NCAA sponsors might help provide some insights. 

    With most corporate involvement in sports marketing now geared toward return-on-investment—not “warm and fuzzies”—one of the keys to attracting corporate sponsors has become understanding the business goals of a sponsor. Although a great deal has been written the last few years about the increased need for and benefits of corporate sponsorship in intercollegiate athletics, little research has been available that discusses companies’ attitudes toward intercollegiate sponsorship. 

  • Customer Service Targeting the Club Membership Majority

    by Rob Bishop February 2014

    No good deed goes unpunished. Said differently, we’ve decided that at times we provide customer service that is too good.

    We don’t mean that arrogantly. What we mean is that we can’t care about things that aren’t important to the majority of our customers. It’s just too hard, and it takes a toll on us financially, professionally and emotionally.

  • Who, Exactly, is Your Health Club's Target Member?

    by AB Staff January 2014

    Too often during the planning stages of a new health club, the target member gets lost in all the planning and big ideas flying around. Most independent clubs can’t, and shouldn’t, try to be a catchall to compete with the chains. Pick your target audience, and stick with it. Don’t change every time a new studio opens down the street or a big chain comes to town.

  • Incredible Video From the Denver Broncos Parachute Team

    by Michael Gaio January 2014

    The "fan experience" is something people who work in sports facilities are always trying to improve. Whether it's wider concourses in a new stadium or different pre-game entertainment, anything to make fans happy is fair game. A big part of the fan experience at Denver Broncos games is their official parachute team, the Thunderstorm.

  • Looking at Your Club Business Through Fresh Eyes

    by Rob Bishop January 2014

    Welcome to the new year! The days are shorter, New Year's resolutions are inducing guilt, much of the country is in the depths of winter, and there's nothing for a lot of folks to do but go off and join a gym. Everyone knows they have to get in shape. Now's the time.

  • NFL Teams Restrict Playoff Ticket Sales by Location

    by Nick Daniels January 2014

    When the San Francisco 49ers head to Seattle Sunday for an NFC Championship matchup with their division rival, CenturyLink Field may be more hostile than they remember. announced Saturday tickets for the game would only be available to fans with billing addresses in WA, OR, MT, ID, AK, HI and British Columbia and Alberta in Canada when they went on sale at noon Monday. As a result, San Francisco fans hoping to make the trek up to Washington Sunday will have to look to other means if they want to attend the game. Niners fans in California can still buy tickets through secondary ticket markets like Stub Hub, NFL Ticket Exchange and TiqIQ — although at a much higher price. While the face value of a ticket to Sunday’s game could be purchased on the team’s official website for as low as $222.95, the lowest price for a ticket to the NFC Championship on was $461.50 as of 6 p.m. Sunday.

    To many San Francisco fans, the move seemed to be an effort by Seattle to maintain its “12th man” home-field advantage against a 49ers team that has traveled well so far in the playoffs. “I’m sure they’re not concerned about the appearance, but it still looks kind of weak,” wrote's David Fucillo on Saturday.

    Still, while Seattle’s ticketing move may have the largest effect next weekend, the Seahawks’ decision not to sell to their opponent’s fans is not uncommon. In the AFC Championship Sunday, the Denver Broncos will only be allowing fans from eight neighboring states to buy tickets to their game in Denver against the New England Patriots. More than 96 percent of Broncos season ticket holders elected to purchase tickets, however, putting a greater limit on the number of available tickets. 





  • 5 Tips for Better Facebook Marketing

    by John Agoglia January 2014

    There was a time when marketing for an independent health club meant sending direct mail, running ads in the local paper, or attending a health fair. Today, that world has evolved to include websites, social media, email and more.

  • Stanford, Northwestern Use Reverse Auctions to Sell Football Tickets

    by Paul Steinbach December 2013

    With three marquee home football games in November, Stanford University fully tested the ticket-buying market over two weeks in August.

  • Technology and Social Media Alter the Future of Heisman Trophy Campaigns

    by Michael Gaio December 2013

    As gutsy coaching calls go, this one ranked right up there with any in the career of Baylor University's Art Briles. What set this one apart, though, was that it was made away from the football sideline.

    Briles' decision to give Baylor's athletic communications staff the green light to pursue an all-out Heisman Trophy campaign for a then under-the-radar quarterback named Robert Griffin III would change the school forever and rewrite a marketing playbook for other schools with Heisman hopefuls.