The Fitness Industry - Doing Something That Matters In New Ways

The Fitness and Health Club Industry is changing . New economic models are emerging that create questions for the future of upcoming fitness professionals to be able to make a living. While forecasts indicate increased demand for fitness professionals, turnover rates for personal trainers, group fitness professionals and others in the traditional health club industry are very high. Many of these professionals have a deep commitment to helping others and doing something that matters, but it can be very difficult with the low pay they make. 

The good news is that technology and a changing and digital culture are creating ways for people to work in fitness, doing something that matters like improving the health and well being of those around them, in a more sustainable way. One example, and there are many, is my friend and colleague Jared Meacham . He has created a training business model that helps clients by using new technologies. There are many more like him and they are quietly changing the face of the fitness industry and creating a new future of possbilities.

Are you a fitness professional who is evaluating your options and wondering how you can fulfill your passion by helping others in new ways ? In the book Start Something That Matters, Blake Mycoskie tells the story of TOMS, one of the fastest-growing shoe companies in the world, and combines it with lessons learned from such other innovative organizations as method, charity: water, FEED Projects, and TerraCycle. Blake presents the six simple keys for creating or transforming your own life and business, from discovering your core story to being resourceful without resources; from overcoming fear and doubt to incorporating giving into every aspect of your life. No matter what kind of change you’re considering, Start Something That Matters gives you the stories, ideas, and practical tips that can help you get started. Check out the video below. 

Making things better starts with changing your mindset; thinking differently. Tell me, Bryan O'Rourke, do you have a story of a fitness professional who is doing things that matter by adopting new methods ? I think this is the tip of the iceburg of change for professionals. What do you think ?

About the author Bryan O’Rourke:

Bryan O’Rourke is a health club industry expert, technologist, financier, shareholder and executive in several fitness and health club business service companies. He is also a partner in The Health Club For Women and Chairman of the Medical Fitness Association’s Education Committee. To learn more contact Bryan here today .

The 2011 Club Industry Show In Chicago - A Few Highlights

A lot went on at Club industry this year. Perhaps you read my prior post regarding the roundtable conducted by Michael Scott Scudder on what is happening in the fitness industry, if not check it out here. There were other interesting developments at the show so I thought I'd share a few highlights.

First, kudos to my friend and colleague David Wright for his MYZONE concept. MYZONE is a unique solution that I think a lot of club owners should check out. When I talk about the health club business needing to deliver member service both inside and outside the four walls and on a 24/7 basis, solutions like MYZONE represent what I am referring to. I was also glad to see Mike Leveque, who I was able to work with at Star Trac, involved with this company. Learn more about MYZONE here.

Second, it is always a delight to see someone you respect so much at a show like Club Industry and that certainly applies to my colleague Denise Lee Yohn. I follow her writing and views closely. Marketing and branding are changing for a lot of reasons, therefore I enjoyed seeing her presentation on how customer experience is marketing. Check out Denise's videos here to learn more. Operationalizing brands is an important concept more health clubs need to understand and embrace.

Third, Cary Wing's presentation on physician referral programs was a great one (to learn more visit Cary's web site ). Medically integrated fitness centers are an important and interesting trend and so are physician referrals . I also really enjoyed spending time with Star Trac owner Michael Bruno. Star Trac's turnaround is certainly underway and a slew of new customers and new products is moving that company forward ! We had a great dinner and I loved spending time with Michael, my friend Sal Pellegrino and others from the Star Trac team. Many thanks to all of you, including my partner and friend Robert Dyer, for making this years Club Industry a great one.

So tell me Bryan O'Rourke, were you able to attend Club Industry this year ? What do you think about it being relocated to Las Vegas in 2012 ? What things did you discover at Club Industry this year ? I look forward to hearing from you !

About the author Bryan O’Rourke:

Bryan O’Rourke is a health club industry expert, technologist, financier, shareholder and executive in several fitness and health club business service companies. He is also a partner in The Health Club For Women and Chairman of the Medical Fitness Association’s Education Committee. To learn more contact Bryan here today .

What's Happening In The Fitness Business ? Panel Shares Their Views At Club Industry 2011

It is wonderful to be here in Chicago for Club Industry ! A real treat was being on a panel with my partner Robert Dyer, my friend and colleagues Michael Scott Scudder and Bill Rodriguez of Snap Fitness and Mike Grondahl of Planet Fitness, who I met for the first time today. We were talking about where the fitness industry is headed. It was really interesting and the room was completely full. To give you an idea of how entertaining and real the discussion was,  I'll quote Mike Grondahl, who in describing the Planet Fitness Model said:

"I don't know what customer satisfaction really means. How can you measure it ? At Planet Fitness we say hello, goodbye and provide a clean club. Its busy so just deal with it."

I think hat kind of honest feedback to a room full of health club industry players went over well . I found Mike Grondahl to be very funny and insightful as were the other participants. A lot of thanks and credit goes to Michael Scott Scudder for putting together such an eclectic group of participants and for crafting a lot of interesting points for discussion. Michael Scudder continues to elevate the conversation about the industry.

Bill Rodriguez of Snap Fitness spoke about how new technologies and location opportunities (like their recent Flying W deal for Truck Stops) are going to make the Snap brand continue to grow and be viable.

Robert Dyer commented on a variety of topics including understanding customers, health club business models, and how group fitness programming can be and should be leveraged in certain facilities.

I repeatedly talked about bifurcation trends and how technology is going to remake business models. Mike Grondahl was very interesting in a variety of ways. He attributed much of the success of Planet Fitness to atmosphere, the "judgement free" zone and characterized his model as a "$60 club being offered for $10".

There was general agreement that mom and pop operators need to be very careful and that low cost high value competitors will take increasing market share.

So tell me, Bryan O'Rourke, what do you think about where the fitness industry and health club industry are headed ? Did you enjoy Club Industry this year ? Were you able to attend the session? Let me know your thoughts please and thanks to all the panel members for a great session and a great time.

About the author Bryan O’Rourke:

Bryan O’Rourke is a health club industry expert, technologist, financier, shareholder and executive in several fitness and health club business service companies. He is also a partner in The Health Club For Women and Chairman of the Medical Fitness Association’s Education Committee. To learn more contact Bryan here today .

The Health Club Industry & Our Digital Culture - 2040

I'm always thinking about technology and the future, particularly as it relates to the health club and fitness industries. In light of this I was watching the latest Brian Solis interview (included below); this time of John Battelle. John's upcoming book, What We Hath Wrought, is titled based on the first words sent over American telegraph wires by Samuel Morse in May of 1844. Upon opening an experimental telegraph line between Baltimore and Washington, Morse decided to send a Biblical quote: "What Hath God Wrought." (a tweetable phrase no less). Morse, an artist by trade, was attempting to describe, in as few words as possible, the huge potential and magnitude of the moment. If he only knew, it opened a new world of communication. Fast forward to today and the questions that I ask, that John Battelle and Brian Solis asks is this: what is really happening with technology today ? What is the good and bad in our culture, businesses and lives that technology has brought ? More importantly, what is going to happen in the future as a result ? From semantic search to the potential for multiple online personalities and more, the questions are interesting, profound and I suggest you watch the exchanges between these two intellectuals as they explore the next 29 years.

Tell me, Bryan O'Rourke, what do you think about technology, its implications to the health club and fitness industries and what do you think will come of it ? Our future will be vastly different from today and our past. Don't you agree ?

About the author Bryan O’Rourke:

Bryan O’Rourke is a health club industry expert, technologist, financier, shareholder and executive in several fitness and health club business service companies. He is also a partner in The Health Club For Women and Chairman of the Medical Fitness Association’s Education Committee. To learn more contact Bryan here today .

Steve Jobs - His Legacy And What Lessons It Offers To The Fitness And Health Club Industries

To say I was saddened by Steve Job's passing is an understatement. I was particularly impacted because I have had cancer and understand the challenges that presents a person and family. Like my wife Maureen said tonight in the wake of Steve's death, "this hits a little too close to home." Of course I'm putting aside the iconic nature of Steve Jobs and his accomplishments because there are no comparisons. The point is the man's passing is profound for many reasons and  I think his life provides lessons for us all.

So what lessons does Steve Jobs life and legacy provide the fitness and health club industry ? Can you imagine such a connection ? I can and I'll tell you what I think for what its worth. Vision and a passion for seeing and creating a great future are rare and often unceremoniously met with opposition that requires great courage to overcome . This is a man who saw the future and jumped on it at great risk. We in the heath club and fitness industries can learn from this type of an attitude because the rapidly changing present is leading us into a future of opportunity if we can just see it and more importantly if we can have the courage to embrace it. We need to celebrate people who push us to the future despite adversity and risk, like Steve. Our future and potential to change the world are enhanced by those who have that spirit and there are many of these types of people in our industry who have that spark. Let's support them, let's embrace them and the future like Steve Jobs did. We can make the world a better place and overcome huge challenges with such an attitude and belief. That is the lesson, one of many, I believe his life offers.

Watch Steve's speech below. God bless him and his family in their loss and thanks Steve. You are gone but your spirit lives in us all. Yes, the ones who see things differently are the ones who change the world.

 

About the author Bryan O’Rourke:

Bryan O’Rourke is a health club industry expert, technologist, financeer, shareholder and executive in several fitness and health club business service companies. He is also a partner in The Health Club For Women and Chairman of the Medical Fitness Association’s Education Committee. To learn more contact Bryan here today .