PECTIVE
FILEX 2017 PRESENTER
REFLECTIONS OF INDUSTRY LEADERS
In turbulent times , putting ‘ people first ’ will hold you in good stead , says the President of Active Wellness .
WORDS : BILL MCBRIDE
I
' m committed to people first . Without the people component of our fitness equation , nothing else matters . As technologies continue to emerge , develop , and disrupt , one thing that becomes more and more apparent to me to focus on is the dynamics that will not change in our industry .
Everyone , including me , has an opinion on all the things that will change with regard to trends , technologies and prognostications on the future . You ’ ve doubtless read about and heard people discuss the need to place more focus on group fitness , wearables , branded group fitness experiences , ‘ big data ’ and consumer analytics , functional training spaces and programming , Heart Rate Training , medical integration ( prevention and rehab ), corporate wellness and ‘ smart club ’ initiatives , among others things .
These are all valid considerations – indeed it could be detrimental to your business to ignore them . But what do we know about what won ’ t change ? I assert that the human element is unwavering , and that there is an opportunity to focus on this going forward .
People will always need socialisation – we are , after all , social animals . To this end , the importance of a third-place environment – the place that people want to be when they aren ’ t at home or work – is not going away for a great many of us . If you make your environment appealing for third-place activity , through providing spaces for people to relax , work , eat , drink and socialise , as well as work out , they will actively want to spend time at your club . Even introverts , who may choose not to interact directly , gain motivation by being around others . Human energy is appealing .
People also need progression and variety to continue making fitness gains – and you and your team provide the best way of achieving this , through delivery of new classes , personal training , small group workouts and the latest training concepts . Many business models have failed due to the lack of progression they offer . Having an emphasis on program evolution will give you the edge over fitness facility models that lack progression or variety .
Human expertise is not going away anytime soon – if ever . Technology can complement the core offerings of fitness facilities , but not replace the skills and knowhow provided by our people . By providing clients and members with an overall holistic approach to fitness and wellness , the service delivered by our fitness professionals will stand the test of time .
As you can see , I ’ m passionate about the power of people in making a business truly exceptional – and I ’ m very honoured to have the opportunity to share my insights and experiences when I return to Australia to present at FILEX 2017 in April . I was last with my Australian and New Zealand friends at FILEX 2008 – I can ’ t believe it ’ s been nine years and can ’ t wait for my return !
The sessions I ’ ll be delivering during FILEX will encompass the numerous lessons I ’ ve learnt through many successes and many mistakes over three decades in this industry . I ’ ll share a comprehensive summary of what I believe are the best practices in service , sales , retention , management , leadership and strategy . I look forward to connecting with many of you over what promises to be an incredible weekend .
Bill McBride is President and CEO of Active Wellness and BMC3 health club consultancy . An industry veteran , he has over 25 years ’ experience leading and managing all aspects of commercial health clubs , medical fitness centres and corporate fitness sites . Bill has served as Chairman of IHRSA Board of Directors , and on the Industry Advisory Board for the American Council on Exercise ( ACE ). BillMcBride @ BMC3 . com
28-30 APRIL 2017 / ICC SYDNEY
Read about Bill ’ s FILEX 2017 sessions , including his presentation at the Business Summit on Thursday 27 April , and register for the Business Gold Pass to enjoy the best weekend of your year , at filex . com . au / presenters
6 | NETWORK AUTUMN 2017