Episodios
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Welcome to Part 3 of our series on defining the member experience for gyms. Joining our podcast is Chelsea Perkins, Executive Office Manager, and Director of Administration at Club Fitness. In this podcast you'll hear about back office processes and flexibility, all while keeping the human-to-human connection element at the forefront of member experience.
Key Takeaways:
[0:50] Kelly introduces her guest for this episode - Chelsea Perkins
[2:40] Chelsea shares some of her personal journey in the fitness industry and how things have evolved to meet experience demands on the modern day fitness consumer
[5:06] Chelsea shares what her and her team do in the back office to create a better member experience
[11:34] Chelsea talks about the importance of flexibility and how that brings about a better member experience in Club Fitness
[13:38] Chelsea provides an example of how passion and flexibility directly impacted a member’s experience in Club Fitness
[15:54] How does member experience lay into the theme of Club Fitness: “celebrating the uniqueness of every body”?
[17:56] What is the future of member experience at Club Fitness? Chelsea explains.
[20:01] Kelly and Chelsea close out
Mentioned in this Episode:
ABC Financial Services
Kelly Card
Chelsea Perkins
Club Fitness -
Join Kelly Card, Chief Engagement Officer of ABC Financial with Mark de Gorter, Chief Operating Officer of Workout Anytime as they continue part two of our series on creating a better member experience. Listen in as Mark shares what is working for Workout Anytime and how their member mindset sets them up for success. Hint: you'll be surprised to find out Mark's perspective is not a one-size-fits all.
Key Takeaways:
[:50] Kelly introduces her guest for this episode - Mark de Gorter
[2:33] Mark shares Workout Anytime’s focus, to be the most admired, and what that means
[4:02] Mark shares his background in the industry
[7:33] Why are people exercising these days?
[8:18] The basic fundamentals of enhancing member experience
[9:23] Mark talks about how company culture and member experience are intertwined
[13:11] Mark shares how they keep their focus on culture through MXM Medallia
[16:38] Retaining members is key to your success
[17:52] Retention starts with your staff
[19:29] Member experience from an operational standpoint
[21:17] Listen to your members and collect their feedback
[22:25] Mark discusses the growth at Workout Anytime
[24:45] Differentiating yourself on the human experience
[28:28] Kelly closes outMentioned in this Episode:
ABC Financial Services
Kelly Card
Mark de Gorter on Linkedin
Workout Anytime -
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We’re kicking off a three-part series on defining member experience with Adam Zeitsiff, President and CEO of Gold’s Gym. Adam joins Kelly to discuss how to take a personalized approach to creating a unique member experience which resonates with your target members. You’ll hear how Gold’s Gym’s dedication to innovative approaches drove double-digit increases for lifetime value and length of stay, plus insights into how this iconic brand is planning for the future.
Key Takeaways:
[:50] Kelly introduces her guest for this episode - Adam Zeitsiff
[3:25] Adam shares how he got his start in the fitness industry
[5:39] Technology has taught me that patience is a virtue in running a business like this too, and as technologists, we always wanna bring our products to market
[6:15] The biggest thing coming from the technology space into this role as a CEO of this global brand is be smart, don't rush, be patient
[6:51] Kelly asks Adam about fragmentation in the member experience across the fitness industry space
[8:02] The member experience is they key factor in getting and retaining new members
[8:43] Adam digs in and explains what members are looking for in their gym experience
[9:34] Adam shares what Gold’s Gym is focusing on and how to build a better member experience
[12:24] What is the role from a technologist's perspective in member experience, and where do you think it's heading?
[13:01] Adam explains how they use technology to build trust with members
[15:48] Adam and Kelly discuss seamlessly blending multiple technologies into the member experience
[17:01] Adam and Kelly discuss Gold’s Gym AMP
[20:17] Adam offers insight for fellow health club operators on what they should really be focusing on right now to deliver that awesome member experience
[22:57] Closing thoughtsMentioned in this Episode:
ABC Financial Services
Kelly Card
Adam Zeitsiff on LinkedIn
Gold’s Gym -
Josh Unfried, CEO of Windfarm Marketing, joins the podcast and brings relatable, actionable marketing insights from a successful career in consumer engagement both inside and outside the fitness industry. Learn how to market based on the customer’s point of view rather than your own, how and why to segment your approaches, and the one common mistake Josh sees club owners make across the board.
Key Takeaways:
[:50] Kelly introduces her guest for this episode - Josh Unfried
[2:40] Josh shares how he got his start in marketing
[3:45] Josh talks about previous marketing industry disruption
[4:40] Josh explains what the brands that are winning are doing
[7:14] Is this new approach a necessity?
[7:46] Consumer driven expectations
[8:50] What is the frictionless buying experience and how does it give you an advantage? Josh explains
[9:30] Don’t force prospects to talk to a sales person
[10:50] What impact are you seeing with conversion rates by removing friction?
[14:08] Segment your leads
[16:04] How are clubs adopting segmentation?
[18:03] Achieving a new level of marketing
[19:20] What are you seeing across the board that clubs are getting wrong? A siloed approach
[20:55] Using an integrated approach
[22:04] What is the first step out of the silo?
[22:22] Kelly closing remarks
[26:35] Get in touch with Josh for more information on how to end frictionless buying in your gymMentioned in this Episode:
ABC Financial Services
Kelly Card
Josh Unfried on Linkedin
WindFarm Marketing -
Dan Collins is the Chief Operating Officer at Charter Fitness, a results-focused club brand with locations in and around Chicagoland.
Join Kelly and Dan as they dive into Dan’s experience in Charter Fitness and the service industry. Learn what has driven Dan’s success, what helps his brand stand out, and how you can apply the same techniques to your clubs. As Dan says: “Stop trying to be what others are.” Listen in to learn more and get your gym back to the basics that matter!
Key Takeaways:
[:50] Kelly introduces her guest for this episode - Dan Collins
[2:33] Dan shares his journey in the fitness industry and what has driven Charter’s success
[4:57] Dan shares words of wisdom from a mentor
[6:00] Dan discusses the importance aligning your goals with your skills
[8:01] What do health clubs need to do, or what do they need to stop doing, in order to be successful? Dan explains how to get back to basics.
[9:38] Dan explains what’s worked, what hasn’t, and why
[12:19] Dan discusses taking risks and the importance of passionate people
[16:41] Dan shares the philosophy of the Charter brand and what makes it work
[18:09] Is your gym a widget? Dan explains what that means to him and how he keeps his gyms successful – even through the New Years rush
[19:52] How focusing on service can differentiate you from the competition? Focus on service.
[21:48] The future of Charter Fitness
[23:05] Closing thoughts from Kelly and DanMentioned in this Episode:
ABC Financial Services
Kelly Card
Dan Collins on Linkedin
Charter Fitness -
Eddie Tock is the CEO of REX Roundtables for Executives, a global organization focused on bringing together top level executives and leaders to share ideas and experiences to help move their businesses forward. He runs 12 different REX Roundtable groups across the US with over 150 club owners & executives, 3 in Europe and 4 in Australia and New Zealand. Eddie has long been involved in the fitness industry, and has a wealth of information apart from his eagle eye in spotting trends. The Roundtable sessions are fertile ground for best practices and ideas to emerge from the collaboration and spirit of continuous learning that they foster among some of the leading club operators in the world.
Eddie highlights some of the trends that are emerging in the fitness industry, and the modern fitness consumer trends that clubs are observing. He also reveals the key agendas that the Roundtables focus on: operations, culture, strategy and leadership — as foundations for building better businesses. Tune in to find out more about what business owners should be focusing on to stay relevant and why Eddie believes there is an abundance of opportunity out there — you just have to find it and take action!
Key Takeaways:
[:47] Kelly introduces her guest for this episode — Eddie Tock.
[2:42] What is the story behind REX Roundtables, and how does it facilitate that willingness to learn?
[6:56] Eddie shares an anecdote about why the focus on learning is so crucial to be a successful business owner.
[9:05] What are some of the tools REX Roundtable participants get, and how does it translate to improvements in their business?
[12:01] What are some topics that come up in discussion across all of the groups?
[15:31] How else are club operators trying to ensure their relevance to the modern fitness consumer?
[19:52] One of the things Eddie focuses on is the intrinsic motivation of members and how to engage them in a natural way. He explains what he means by that.
[26:18] There is a lot of opportunity to get better in business, but as a business owner you need to decide for yourself what that means for you and your consumers.
[28:01] What are some other consumer trends that are relevant to club operators now?
[32:36] Kelly and Eddie discuss offering membership tiers and how to differentiate between offerings.
[35:29] An omni-channel experience is even more important, alongside providing consumers with the flexibility and convenience they are looking for.
[38:09] All the information business owners need is in the data — they just need to open their eyes to what the data is telling them.
[40:52] Get in touch with Eddie via email to find out more about REX Roundtables.
Mentioned in This Episode:
ABC Financial Services
Kelly Card
Eddie Tock on LinkedIn
Email Eddie Tock
REX Roundtables for Executives
Nick's Pizza, Forbes Top 25 Places to Work
Great at Work, by Morten Hansen
Jack Welch, Former CEO of GE
Epsilon
Great by Choice, by Jim Collins
HydroMassage
MyZone
Peloton
Net Promoter Score
MXM/ Medallia
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Joel Tallman is the President and CEO of MUV Brands LLC, and Jeff Carlson is the Managing Partner of MUV Fitness, Washington and Oregon. From three letters on a sticky-note to a multi-directional franchise that is growing by leaps and bounds, MUV has seen some major successes within the fitness space. MUV is also unique in how it has adopted three different concepts within the same brand, and does a great job of considering the success of the operator in the franchise model. Joel and Jeff are both testaments to how hard work can pay off in a major way in the fitness industry, and have some incredible insights to share.
One thing that consistently sets MUV apart is a dedicated focus on member results and building community. Joel and Jeff explains how this philosophy has driven MUV’s growth and success in the fitness space and differentiated it from competitors. They also shed light on the MUV’s business model, the role of automation and technology in taking the business to new heights, and the 4Rs that underlie the core message of the brand. Tune in to find out more.
Key Takeaways:
[:49] Kelly introduces her guest for this episode - Joel Tallman and Jeff Carlson.
[2:54] Joel shares more about the multi-directional franchise concept that he has going on with MUV.
[06:10] What is the business model behind MUV? Joel explains the three unique concepts that drive the brand.
[9:16] Across all of the MUV concepts, there is an incredible focus on member results and building community. What has been Jeff's personal philosophy and approach to this as an owner-operator?
[12:28] Jeff has adopted a 'no member left behind' approach in his fitness challenges. How has that helped differentiate the brand?
[16:59] Results = Retention = Referrals = Revenue. Joel explains what this means and how it ties in with the MUV brand.
[20:04] What do Joel and Jeff see in the future of the fitness industry and the future of the fitness consumer?
[22:59] How does Joel build relationships in his high-volume, low-price model?
[24:54] How does Jeff utilize technology and automation in the customer life cycle?
[28:44] What's on the horizon for MUV in the next few years?
Mentioned in This Episode:ABC Financial Services
Kelly Card
Joel Tallman on LinkedIn
Jeff Carlson on LinkedIn
MUV Brands
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Sunil Saha is the Co-Founder and CEO of Perkville, the leading gamification and rewards platform for the health and wellness industry. After completing his undergraduate studies in Human Biology, Sunil went on to work with companies such as Yahoo and LinkedIn in the area of product management, and learned a lot about marketing to consumers and technology. He put that knowledge to use to create Perkville in 2009, and has since grown steadily to serve a multitude of companies in the health and wellness space.
A loyalty program is a simple, low-cost way to impact club client retention and to increase revenue. Sunil explains how Perkville generates incredible levels of ROI, drives referrals while keeping costs affordable for club owners. He also shares more about how he sees referral programs evolving, how they influence consumer behavior through gamification, and his predictions for the future of the fitness industry. Tune in to find out what you can do to start seeing an immediate change in your business too!
Key Takeaways:
[:51] Kelly introduces her guest for this episode - Sunil Saha.
[1:28] What was Sunil's journey that led him to Perkville?
[4:16] What is Perkville?
[6:52] How does Sunil generate incredible levels of ROI, drive referrals and keep reward costs down?
[10:49] What does the full loop of modernizing the referral process look like?
[13:15] Rewards are essentially a way of influencing consumer behavior. How does gamification tie into that?
[17:30] What is Sunil seeing from the world of rewards that will begin to start impacting the fitness space?
[20:12] How does Sunil see rewards programs like Starbucks evolving?
[21:36] Where does Sunil see the modern fitness consumer changing the landscape of the industry in the next 5 years? What is the future of the fitness industry?
[23:57] What is Sunil's advice to club operators looking to make a difference in their club with immediate change?
[26:41] Check out Perkville via the website and blog, and connect with Sunil on LinkedIn.
Mentioned in This Episode:ABC Financial Services
Kelly Card
Sunil Saha on LinkedIn
Perkville
Yahoo
LinkedIn
Xing
Viadeo
Monster
Reid Hoffman
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Chuck Runyon is the CEO of Self Esteem Brands, LLC, and Anytime Fitness, the world’s fastest growing gym brand. Since its founding in 2002 in a small town in Minnesota, Anytime Fitness has grown to over 4,500 locations serving 4 million members, and is currently on 6 continents. Chuck and his partner Dave Mortenson worked in the 1990s turning distressed clubs into profitable businesses, and realized that they could be streamlining their offerings to cater to the actual needs of their clients and using technology to provide 24/7 access to clients. Thus, Anytime Fitness was born, and today, Chuck is known as one of the industry's most inspiring influencers and heartfelt leaders.
Building a great gym brand is not about the hardware like treadmills and top notch equipment, but about the software of emotion, listening and caring. How has Chuck managed to maintain this culture of empathy across all of his franchise locations? He dives into the role of purpose, and why it’s so important to harness the power of technology to provide the best customer experience possible. Tune in to find out more about how Chuck has scaled culture, and what lies ahead for this incredible brand and its founder.Key Takeaways:
[:54] Kelly introduces her guest for this episode — Chuck Runyon.
[2:26] Chuck gives a verbal tour of the campus.
[4:58] Where did Chuck start and how did he get to where he is today?
[6:52] By the end of 2019, Anytime Fitness will have franchises on all 7 continents.
[7:32] Chuck has made it his mission to cultivate and encourage emotional expression, which he talks about in his book, Love Work. He explains more about what that means.
[9:09] How does empathy play into the club experience?
[11:55] Where is Anytime Fitness today, and how does it fit into the broader fitness industry?
[13:21] How does Chuck scale culture?
[14:51] How does culture impact communication?
[16:21] Technology should be the delivery system of the experience, not the experience itself.
[17:28] What does the future look like for Anytime Fitness?
[18:34] For up and coming club owners or those who want to take their club to the next level, what are the elements to focus on?
[23:36] There's great power in purpose.
[25:29] What lies ahead for Chuck?
Mentioned in This Episode:ABC Financial Services
Kelly Card
Chuck Runyon
Anytime Fitness
Self Esteem Brands, LLC
Love Work, by Chuck Runyon and David Mortensen
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Adam Stokar is the Founder and President of Club OS. Growing up, Adam enjoyed video games and sports, and as he got older, he realized that his interests had a common theme — the more practice you put in, the better you got. He pursued software engineering in college, but one day saw a lack in the fitness industry for fitness software and CRM, leading to the creation of Club OS. Since its launch, Adam has expanded his reach, and now serves over 3,000 facilities across North America in areas such as fitness tracking, marketing automation, CRM, and training management to help fitness businesses get time back and make their lives easier.
How can automation and AI help businesses in the fitness industry? Adam shares more about the integration of automation with human interaction to create better customer experiences, and how health clubs and fitness business can better leverage technology. He also dives into some key applications of AI that we can expect to see moving forward, and the impact this will have on the fitness industry at large. Tune in to find out more!
Key Takeaways:
[:52] Kelly introduces her guest for this episode — Adam Stokar.
[1:47] What has Adam's journey in the fitness industry been like?
[5:53] What has been the history of lead management in the fitness industry?
[9:00] How can automation help fitness businesses?
[11:50] What is the importance of human interaction, and how does it integrate with the automation component in a fitness business?
[15:00] What are the elements that are missing from a technology perspective in terms of sales and marketing in the fitness industry?
[19:18] Moving forward, what are some key applications of artificial intelligence to the fitness industry?
[23:34] Kelly and Adam discuss the utility of AI in home fitness.
[25:53] What are some future developments that we can expect to see at Club OS?
[30:57] Connect with Adam via LinkedIn to keep up with his work.
Mentioned in This Episode:ABC Financial Services
Kelly Card
Adam Stokar on LinkedIn
Email Adam Stokar
Club OS
The Turing Test (Film)
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Colin Milner is the CEO of the International Council of Active Aging, and a leading authority on health and wellbeing for adults 49 years old and above. He has been recognized by the World Economic Forum as one of the most innovative and influential minds around aging-related topics, and has many insights to share on the topic of supporting and catering to the needs of the active aging community.
Active aging is not about age — it is for anyone who is looking to live a healthier, fuller life. Colin shares more about the 9 Principles of Active Aging that form the foundation of his message to influence government policy and international communities on this topic. He explains the untapped potential that lies within the active aging community in terms of catering to their needs, and how the fitness industry needs to adjust their messaging and advertising to capture their attention. We need to change how we view the aging population — Tune in to find out more about this booming market with great potential!
Key Takeaways:
[:50] Kelly introduces her guest for this episode — Colin Milner.
[2:28] What has Colin's journey in the fitness industry been like, and what is driving his efforts around active aging?
[9:16] Active aging is not about age — it is for anyone who is looking to live a healthier, fuller life.
[11:42] What are the principles that are core to the ICAA messaging that Colin uses to influence government policies and countries around the world? He shares more about the 9 Principles of Active Aging.
[17:35] Colin shares three simple statistics that illustrate the potential of the market.
[19:03] There has been a shift in spending towards products that help people age better rather than prescription drugs — fitness centers need to be shifting to cater to this market.
[24:04] Colin explains the importance of creating places that cater to everybody.
[26:42] Policies and programs are a crucial part of the 9 Principles of Active Aging.
[30:13] Getting to the specifics of active aging, how can health clubs, training gyms and commercial fitness boutiques best address the dimensions of wellness and wellbeing?
[34:39] Colin and Kelly discuss how the spiritual, social, intellectual and fitness aspects can be incorporated into multi-faceted offerings.
[36:41] How do health clubs need to approach the active aging market segment in terms of advertising?
[40:55] What is Colin's recommendation for trial length?
[42:11] What is Colin's one piece of advice for fitness industry professionals?
[44:24] Find out more about Colin at the ICAA website.
Mentioned in This Episode:ABC Financial Services
Kelly Card
Colin Milner on LinkedIn
International Council on Active Aging
9 Principles of Active Aging
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Chris Rondeau is the CEO of Planet Fitness. As one of the most inspirational entrepreneurs and one of the most successful operators in the history of the fitness industry, he shares more about how he helped to pioneer the low-cost gym model by offering memberships at $10 a month and catering to the first-time health club goer. Today, Planet Fitness is one of the most well-known brands, with 13.6 million members and over 1,800 outlets.
How does a gym brand transition to become an industry sensation? Chris shares more about how he was inspired to revolutionize the fitness industry by lowering membership fees and creating gyms that were catered to the everyday individual who wanted to get fit, instead of top fitness enthusiasts. He reveals the streamlining of the Planet Fitness model to focus on very specific member experiences, as well as why it’s so important to always keep the customer front and center. Tune in to find out more about this incredible fitness brand and the man behind it.
Key Takeaways:
[:47] Kelly introduces her guest for this episode - Chris Rondeau.
[1:57] What is Chris' background and how has that contributed to the rise of Planet Fitness?
[4:12] How did Planet Fitness transition from a gym brand to an industry sensation?
[9:16] Planet Fitness became so successful with its low prices that they needed to expand. Chris explained how the services offered changed.
[11:32] Chris and Kelly discuss how the Planet Fitness model is very streamlined to focus on a specific member experience.
[12:29] What is important to get right when it comes to serving the first-time health club goer?
[14:07] Chris is breaking the rules in a way that enhances customer engagement and member experience.
[14:48] How does technology play a role in the ultimate customer experience?
[17:13] What are Chris' thoughts on experience changing as there is increased segmentation in the market among the different generations and changing perceptions of health and fitness?
[19:38] What are the symbiotic advantages between the partnership between Kohl's and Planet Fitness?
[20:26] What does the future look like for Planet Fitness?
[22:29] What is Chris' strategy when it comes to reaching out to teens and what does he hope to inspire?
[24:16] Where does Chris get his inspiration?
Mentioned in This Episode:ABC Financial Services
Kelly Card
Chris Rondeau
Planet Fitness
Kohl's
Boys & Girls Clubs of America
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John Ford is the CEO of eGym North America and was prior the CEO for Netpulse. eGym takes a modern approach to fitness by incorporating technology that can track and present compelling data to its users. By understanding the data and how each person improves week over week, it encourages them to keep going on their fitness journey.
John and Kelly sit down to talk about how eGym works and why it’s become so effective for beginners to get hooked. John is highly focused on those who are just starting their fitness journey because he understands that it can be wildly intimidating for a beginner, who has no clue what they're doing, to get started. Not everyone understands the importance of a personal trainer to help keep you motivated and this is one of the reasons why you often see a high turnover right after the month of January. What we really have is not an exercise problem, but a behavioral science problem, and John explains how eGym can fix that.
Key Takeaways:
[:52] Kelly introduces her guest for this episode — John Ford.
[2:51] How did John go from accounting to the fitness industry?
[4:54] What was the transition from NetPulse to eGym like?
[6:15] Where does John see eGym headed?
[7:55] It’s tough for new beginners to get familiar with a gym. It’s intimidating.
[9:25] How does eGym work?
[12:35] People can now see their progress in real-time through the eGym Fitness App instead of just guessing, which inspires them to keep going.
[14:58] The machine can sense when you’re fatiguing and your muscles are starting to fail.
[16:39] John is working towards partnerships with equipment manufacturers. What has that process been like?
[22:07] Where does John see where the future of fitness equipment is headed?
[26:19] The unhealthy 50% of Americans are driving the entire cost structure of the healthcare industry, which is why it’s critical to make the beginner process super simple.
[27:04] Unfortunately, giving everyone a personal trainer doesn’t scale.
[28:08] Users don’t have to be tech savvy to use eGym’s equipment.
Mentioned in This Episode:eGym
John on LinkedIn
Matrix Fitness
Life Fitness
Netpulse
ABC Financial
Virtual Active
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Dave Dos Santos is the CEO of Best Fitness and BFitt60, and is commonly known as the specialist in the fitness experience. He started off as a personal trainer at Gold's Gym back in 2001, before starting his own big box fitness center focused on customer experience. In recent years, he has branched out into the boutique fitness industry, launching BFitt60 to cater to a different demographic.
Dave is a true member experience practitioner and always considers the nuances of human behavior and human nature to craft incredible experiences in his brands. He and Kelly dive into the theme of community and authenticity in the fitness industry — now more than ever, club owners need to find new and innovative ways to stay connected to their clients and provide them with unique member experiences. Dave also shares more about how he has applied technology in context to create authentic member experiences, as well as his predictions for the future of the fitness industry. Tune in to find out more!
Key Takeaways:
[:54] Kelly introduces her guest for this episode — Dave Dos Santos.
[2:51] What is Dave's history in the fitness industry, and how has he become known as the specialist in the fitness experience?
[5:50] What led Dave away from the big box commercial facilities and toward the training gym model with BFitt60?
[7:50] Themes of community and authenticity seem to be more important than ever in the broader fitness industry. What do community and authenticity mean for Dave's different brands?
[10:35] How does Dave stay connected to his clients inside and outside of his fitness spaces?
[11:39] Kelly and Dave discuss how he has implemented the concept of late fees.
[13:04] How does a member of best fitness feel different from members of other club brands?
[14:48] How does Dave use data to build experiences, drive revenue and motivate his team?
[19:22] What kind of activity does it prompt in Dave's clubs when he sees that members aren't utilizing certain classes?
[21:53] What is the correlation to attrition in clubs where Dave has high class attendance?
[22:58] What are Dave's predictions for the future of the fitness industry?
[25:40] Dave shares his outlook for himself in the fitness industry.
[27:39] What are some actionable steps listeners can take to authentically connect with their members?
Mentioned in This Episode:ABC Financial Services
Kelly Card
Dave Dos Santos on LinkedIn
Best Fitness Inc.
Best Fitness on Facebook
BFitt60
BFitt60 on Instagram
Gold's Gym
Orangetheory Fitnes
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Frank Nash is the owner of Stronger Personal Training and co-Founder of the Secret Trainer Society. He is an international speaker, consults and works with gyms all over the globe, and is also a best-selling author. He always brings a fresh and authentic perspective to the fitness industry, and is also a brand guru when it comes to fitness brands.
In Frank’s fitness business, he sees the gym as a place for creating community and family. He shares more about how he grew his gym from its humble beginnings in 2002 to the power-packed Stronger Personal Training brand today. Frank also reveals how he built up a reputation for being a social media guru in the industry, his strategy for building a sense of community among his gym members, and reveals his secrets for making an impact on social media. Tune in to find out more!
Key Takeaways:
[:49] Kelly introduces her guest for this episode — Frank Nash.
[2:14] What was Frank's journey in the fitness industry?
[4:32] Where does Frank draw his inspiration from?
[6:00] Frank talks about the brand journey of Stronger Personal Training from its humble beginnings to where it is today.
[11:10] What are some of Frank's tactics to deliver a sense of community to the modern fitness consumer?
[15:00] How has Frank built his reputation as the social media guru in the fitness industry?
[18:39] What is Frank's recommendation for people to find their inner cool?
[20:14] How does Frank use social media tactically?
[22:47] What inspired Frank to create the Secret Trainer Society?
[25:02] Where does Frank see the fitness industry going in the future?
[26:26] What is some of Frank's advice for trainers or club owners to stop doing and / or start doing right now?
[28:38] Find out more about Frank on social media or meet up with him at one of his upcoming speaking engagements.
Mentioned in This Episode:ABC Financial Services
Kelly Card
Frank Nash
Frank Nash on Instagram
Stronger Personal Training
Stronger Personal Training on Instagram
Stronger Personal Training on Facebook
Secret Trainer Society
Gold's Gym
Frank Nash's Speaking Events
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Thomas Plummer is the Founder of the National Fitness Business Alliance, an industry thought leader, author of ten books, speaker and ultimate fitness business guru. He has been in the industry for over 40 years, and shares his wealth of information and experience in the business of fitness with others through his books, workshops and coaching sessions.
A brutally honest advisor and a true visionary in the fitness industry, Thom sheds light on leading numerous controversial movements in the fitness space, and how he has managed to do so time, and time again. He shares why using the same methods of previous years will no longer be sufficient to gain and retain modern fitness consumers, and how clubs need to adapt to the changing times. Thom also explains why the race to the bottom is not a sustainable model for clubs, and why the layering process he teaches leads to far greater success. Tune in to find out more!
Key Takeaways:
[:50] Kelly introduces her guest for this episode - Thomas Plummer.
[1:28] Kelly shares how she first met Thom, and some of her memories of Thom.
[4:25] What led Thom into the fitness space 40 years ago?
[7:10] Thom has led a lot of controversial movements in the fitness space. What has been the evolution of the fitness industry over the last 40 years?
[11:09] What are some of the things that are working right now, today, in clubs?
[16:40] What is the training gym experience?
[19:37] What role does Thom see technology playing in delivering these experiences to customers?
[24:34] Kelly and Thom discuss the idea that if technology is not enabling or enhancing human experience, it shouldn't be in the club.
[27:35] Thom explains more about the layering process he teaches and why that's a successful model for club operators.
[33:15] What's the problem with the race to the bottom?
[36:27] What is Thom's hope for the fitness industry?
[39:42] Thom currently doesn't see the leadership necessary to take the fitness industry to the next level.
[41:34] The future is purpose-driven profitability in delivering experience that is going to cultivate a community, and not just commoditize fitness.
[48:51] How can you find out more about Thom and his work?
Mentioned in This Episode:ABC Financial Services
Kelly Card
Thomas Plummer
Thomas Plummer on Medium
How to Make More Money in the Fitness Industry by Thomas Plummer
Thomas Plummer on Facebook
Perform Betters Summits
National Fitness Business Alliance
Books by Thomas Plummer
Nautilus Home Fitness Solutions
Gold's Gym
World Gym
Powerhouse Gym
CrossFit
Planet Fitness
The Club Insider Magazine
Curves circuit training
One Hundred Thirteen Million Markets of One - How The New Economic Order Can Remake The American Economy by Chris Norton and Ross Honeywill
The Experience Economy, by Joseph Pine and James Gilmore
MYZONE
The Mirror
Lifecycle bike
Peloton
SoulCycle
Eric Casaburi, Retro Fitness
Alwyn and Rachel Cosgrove
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Rick Mayo is the Founder of Alloy Personal Training Systems, which was started in 1992, and was the first ever fitness center dedicated to personal training in his area. He is one of the greatest presenters and tactile deliverers of personal training and team training systems that the fitness industry has ever seen, and is the leading subject matter expert on training. He is also a featured speaker who has presented at many international conferences, and has written countless articles on the business of fitness, while also operating Alloy Training Systems all over the globe.
As more and more clubs start including personal training as part of their gym or club offerings, it is also easier to see that some of them just don’t get it. Rick and Kelly discuss where clubs fail when it comes to training, and how Rick has managed to set the Alloy Personal Training system apart from his competitors. They also dive into the topic of the modern training consumer, and what it takes to cater to their purchasing and fitness preferences. Tune in to find out more about the consumer megatrends that are impacting the fitness industry, and how you can harness the power of technology to create better consumer experiences.
Key Takeaways:
[:49] Kelly introduces her guest for this episode — Rick Mayo.
[1:59] What is Rick's story in the fitness industry? What led him to create Alloy Personal Training?
[7:29] What is the state of training, and how does it differ if you're running a training gym or a mainstream commercial fitness club?
[12:08] Rick comments on the importance of customer experience vs price as a differentiating factor.
[14:02] Why do so many clubs get training wrong?
[16:58] How much do clubs have to take into account who the modern training consumer is, and what their purchasing considerations are, in order to be successful?
[19:08] There is a massive market opportunity for clubs to take advantage of all the data that is being collected about consumers as that data becomes more and more easily accessible. Rick and Kelly discuss what that data shows us and how we can capitalize on that to drive consumer experience.
[23:43] Kelly brings up the idea of consumer mega-trends, and things that are happening in the world that are impacting the industry.
[25:03] How do gyms and health clubs compete with digital training tools and other competitors that offer a similar experience?
[27:24] The role of technology is to connect and deliver better human experiences. What role does Rick see technology playing with training experience?
[28:47] What role does Rick see training playing in the fitness industry in the next 5-10 years?
[31:28] What was Rick's experience being Madonna's trainer back in the day?
[32:55] Get more information about Alloy and Rick by visiting his website or on social media.
Mentioned in This Episode:ABC Financial Services
Kelly Card
Rick Mayo
Rick Mayo on LinkedIn
Rick Mayo on Facebook
Rick Mayo on Instagram
Rick Mayo on Twitter
Alloy Personal Training
Team Alloy
Gold's Gym
Planet Fitness
Peloton
Mirror
NFBA Tour
Perform Better Summit
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JJ Creegan is the Chief Operating Officer of YouFit, and was recently named as one of the IHRSA 2019 Rising Stars. He is one of the most innovative purpose-to-profit thinkers in the fitness industry, someone who has mastered scaling operations, and has grown with the industry from a teenager with a part-time job at YouFit, to running over 100 locations.
The modern fitness consumer is increasingly moving toward feeling better and living better, rather than just looking better. YouFit is a company that has aligned itself with this trend with its holistic approach to health and wellness, not just in the programs that they offer, but also from a branding perspective. JJ shares more about how and why YouFit always puts its customers first, and has focused on being customer-centric. He also explains the role of technology in creating better member experiences, and how he is helping the fitness industry evolve in different areas. Tune in to find out more!
Key Takeaways:
[:48] Kelly introduces her guest for this episode - JJ Creegan.
[1:19] What is it like to go from a teenage part-time employee at YouFit, to now running over 100 locations?
[2:35] What drives JJ in this space? He shares more about his personal journey in the fitness space.
[5:46] YouFit has a drive around a holistic approach to health and wellness. JJ explains what that means, and what "member victories" are.
[8:33] Kelly and JJ discuss how the YouFit model of personal victories matches with the modern fitness consumer.
[10:01] From a branding perspective, how is the message of holistic health and wellness conveyed?
[14:31] How does YouFit employ technology to create innovative solutions to revolutionize member experience?
[17:51] JJ is helping the industry evolve in areas like platform integration, corporate wellness, and class pass. He shares his thoughts around that.
[19:40] How has JJ arrived at the point of having a healthy relationship with what technology is about and its application to the fitness industry?
[24:26] Why are technology and innovation so important right now, and how does JJ see technology looking in the fitness industry in the next 5-10 years?
[28:28] Connect with JJ on LinkedIn and learn more about YouFit on their website.
Mentioned in This Episode:ABC Financial Services
Kelly Card
JJ Creegan on LinkedIn
YouFit.com
IHRSA 2019 Rising Stars
Youniverse, YouFit blog
Rick Berks, Founder, CEO and President of YouFit
An Inconvenient Truth Documentary
Amazon Alexa
Peloton
Orangetheory Fitness
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Tom Wingert is the Vice President of Marketing at City Fitness in Philadelphia. He is a relative newcomer by fitness industry standards, but has created a tremendous amount of disruption in the past 4 years. He has helped grow City Fitness from 60 employees to 300+ employees, and from 6,500 members to 15,000 members in his short time there, by building and branding beautiful fitness facilities, and is disrupting what digital marketing means in the fitness industry to deliver ultra community-based, hyper-personalized experiences in all of his facilities.
Tom and Kelly discuss some of the innovative marketing strategies that he has implemented for City Fitness, from approaching digital marketing from a different angle to the way he took on his new health club pre-sales. Tom explains more about his inspiration behind being an industry innovator and marketing disruptor, as well as how he has helped transform City Fitness into a community brand that contributes to the lives of the people it serves. Tune in to find out more as Tom shares his insights about upcoming marketing trends in the fitness industry, and the role of technology in creating consumer experiences.
Key Takeaways:
[:49] Kelly introduces her guest for this episode — Tom Wingert.
[3:05] What is the City Fitness story, and how has Tom honed in on what it means to offer personalized experiences in the marketplace?
[11:15] What is Tom's approach to the club design process?
[15:22] How has Tom helped entrench City Fitness in the community as the community brand?
[18:50] Kelly and Tom discuss how City Fitness has focused on driving experience that is contributing to the lives of people in the community, outside the walls of the facilities.
[20:30] Tom took a really disruptive approach to his new health club pre-sales. He shares more about what inspired that, and what he did.
[24:55] Where does Tom get his innovative marketing inspiration?
[29:58] What role does technology play in helping Tom deliver that experience and grow City Fitness at the rate it's growing?
[35:22] What does Tom observe to be trending in terms of marketing within the fitness space? Where does he see marketing going in the future of the fitness industry?
[38:28] What is Tom's one piece of marketing advice for club operators?
[40:49] Get in touch with Tom on Instagram to connect with him.
Mentioned in This Episode:
ABC Financial Services
Kelly Card
Tom Wingert on LinkedIn
Tom Wingert on Instagram
City Fitness
Club Solutions Leadership Retreat 2019 in Scottsdale
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Paul Schaller is the CEO of ABC Financial Services, which he has been a part of for the past 27 years. He is one of the greatest visionaries and connectors in the industry who helped pioneer health club payment processing and club management software for decades. His success comes from continually staying on the frontlines, and genuinely connecting to the pulse of the industry, while building impeccable, long-lasting meaningful relationships with partners and customers.
Paul draws on his years of experience to share his perspective on how the industry has changed over time, and why he continues to remain passionate about serving people in this space. He also provides some insights into the importance of creating great “member experiences” and the key factors that come into play on that front, particularly the connectivity and community aspect. Paul speaks about the trends that are playing out in the fitness industry, what it takes for ABC employees to be able to cultivate raving fans, and his hopes for the future of the industry. Tune in to find out more!
Key Takeaways:
[:48] Kelly introduces her guest for this episode - Paul Schaller.
[2:14] Where did Paul's passion for the industry begin 27 years ago? How has his commitment and hunger remained so unyielding today?
[6:13] In his time in the industry, how has Paul seen the industry evolve around the people and the expectations that members have today?
[9:26] Kelly and Paul discuss the need for the fitness industry to embrace the connectivity. community and social aspect that consumers are demanding.
[10:32] What does "member experience" mean and what steps do club operators need to consider when they think about providing a more meaningful experience for their members?
[14:31] Where does Paul see operators missing the basics?
[18:04] What are some other trends that are driving the fitness industry today?
[19:27] What are the "blocking and tackling" elements of creating raving fans that are important for every ABC employee to know?
[22:23] What gives Paul such contagious hope for what the industry is going to be in the coming years?
Mentioned in This Episode:ABC Financial Services
Kelly Card
Paul Schaller on LinkedIn
Jim Bottin on LinkedIn
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