IHRSA 2013 Attracting, Selling and Retaining The Connected Health Club Consumer


There are many views one can take on business in general. I like Drucker's saying "Business has only two basic functions-marketing and innovation". Today Drucker's thinking must be put in the context of the connected consumer, because marketing has fundamentally changed so much since Drucker's time. Nowhere is that more true than in the Health Club Industry. There is a new digital landscape that is a big part of consumers lives and practices. When contemplating how to attract, sell and retain members, digital engagement must be part of the equation. 

That's why I am looking forward to being on a panel with a group of well respected health club industry leaders during #IHRSA2013. Bill McBride, Patch Evans, and Blair McHaney are all very forward thinking, smart and accomplished. Discussing how to attract, sell and retain members in today's changing world, where there are often more questions than answers, will be very refreshing with this group. I hope you will try and attend on Tuesday March 19th between 2:00 - 3:30 . In my view, what marketing, selling and retaining health club members was in the past isn't going to work very well anymore because the consumer has changed. We've got to try some new things.

You might find interesting the recent Hangout with Brian Solis in advance of his upcoming book What's the Future Of Business . During this talk Brian explores the new paradigm of digital engagement. Here's a quote: " The Live web is the future: it's bigger than social media...."You have to be present on every front, every day."  -@briansolis . Check out the entire hangout below to learn more.

What do you think about attracting, selling and retaining health club members ? I'd love your point of view. Hope to see you at #IHRSA2013 .


About the author:

Bryan O’Rourke is a health club industry expert, technologist, financier, shareholder and executive in several fitness companies. He works for Fitmarc, which delivers Les Mills programs to over 700 facilities in the US. He advises successful global brands, serves as a member of the GGFA Think Tank and serves as CEO of the Fitness Industry Technology Council. To learn more contact Bryan here today .



Highlights From IHRSA 2012 - WOW

Wow, last week was quite an IHRSA event. I just penned a note of thanks to several IHRSA leaders because I thought this years convention in Los Angeles was really great. There were so many highlights I can't get to them all, but thought I'd share a few for those who might have been unable to attend.

First, Simon Sinek and Guy Kawasaki were super keynote speakers. A little tip for those who did not know is this; when you contribute to the IHRSA Industry Defense Fund, you get very special access to these speakers, literally almost one on one. So consider making a contribution today before IHRSA 2013.

Second, a roundtable conducted by the people from Virtual Fitness Planner and InTouch featured a panel of 5 of the leading club operators in North America. It was exceptional and the room was packed. Thankfully I got to participate along with super stars like Patch Evans, Rich Drengberg, Mark Miller and Jamie Nelson. Daron Allen and his team created an interesting exchange centered around my recent research, The 2012 Trend Report - 12 Interesting Trends That Health Club & Fitness Leaders Should Keep An Eye On - hit the link and you can get a free copy. The tools that Virtual Fitness Planner and InTouch introduced are pretty cool. Check it out.

I really enjoyed attending a wonderful dinner Thursday night, hosted by Michael Bruno, owner of Land America, Star Trac Fitness, Core Health and Fitness and StairMaster - Schwinn, among others. Michael and his wife Lin Qing are the most gracious hosts one could ever meet. Attending were the who's who of the health club and fitness industry at one of the most touted Italian restaurants in North America. My partner, Robert Dyer, was there along with the Lynne and Victor Brick, Mark Smith, Tony de Leede, Patch Evans, John Baudhuin, Ed Trainer, Sal Pelegrino and many many others.

What IHRSA would not be complete without visiting with our Gold's Gym Friends and the GGFA team. It was good to see CEO Jim Snow, our friend Tim Keightley and others. Another great GGFA event hosted by Ginger Collins. Thanks to the Gold's Franchise community.

Finally, I can't forget to mention my visit with Bud Rockhill, CEO of Spectrum Athletic Clubs, one of the best operators I've met as well as Phillip Mills CEO of Les Mills, who always has something engaging to discuss.

Well that was only a taste of the fun filled and educational convention that IHRSA 2012 was. My thanks go out to Joe Moore, Pam O'Donnell and Meredith Poppler, to name a few, and all of the IHRSA staff for their hard work in making this a memorable event. Please attend next year and let me, Bryan O'Rourke, know, what did you think about IHRSA 2012 ? I'd love to know if it you thought it was as great an event as I did.

About the author

Bryan O’Rourke is a health club industry expert, technologist, financier, and shareholder and executive in several fitness companies. He consults with global brands, serves as a member of the GGFA Think Tank is Chair of the Medical Fitness Association’s Education Committee, is President of the Fitness Industry Technology Council and a partner in Fitmarc, Integerus, Fitsomo and the Flywheel Group. To learn more contact Bryan here today .