FILEX PRESENTER
PERSPECTIVE: REFLECTIONS OF INDUSTRY LEADERS
STAYING RELEVANT
IN CHANGING TIMES
Technology is transforming our industry, but don’t despair if
you feel a bit behind the times: a friendly fitness professional
can be the thread that links the old with the new, writes global
fitness presenter Krista Popowych.
choing in my mind are my teenage son’s words that ‘Mom,
no one watches TV anymore’, that ‘Facebook is for
grandmothers’ and ‘Why on earth would you spell out so
many complete words while texting?’ With a demographic
that is divided on how they access and use information, and so much
change happening globally, it is certainly an interesting – dare I say
differentiating – time for the fitness industry.
Our industry is no longer in its infancy. We are 50 solid years
in and we understand the science of exercise physiology and
movement. We learnt early on that too much high and not enough
low impact hurt our knees, that music is an incredible motivator and
that personal attention, whether one-on-one or in small groups,
promotes results.
Even with industry wisdom, we still grapple with many
questions. How can we keep members engaged and renewing their
memberships? How do we stay relevant with so much going on
around us? How do we truly capitalise on the boutique markets? How
do we increase our social media presence as a sole proprietor or a
business? And how do we keep people’s attention when, whether
you’re a millennial or a boomer, you want everything faster, sooner
or better yet, instantly? Age is no longer a deciding factor in decision
making, and the millennial mindset has become universal.
One of our saving graces is the speed at which technology has hit
the fitness world. We are just on the cusp of a technology explosion
within all facets of our industry. In the early days, we would create
marketing campaigns that included an antiquated process of mailing
out membership postcards or decorating bulletin boards with
information posters. Now we can access thousands of leads and
deliver content within seconds.
As an instructor or trainer, jam-packed classes and a full-training
calendar meant you were successful. Now your number of followers
may be your ticket to fame. At a large fitness conference I attended
recently, among the industry legends in the presenter line-up were
a number of fresh faces with millions of social media followers.
Numbers trumped experience.
Programming in the past meant minimising downtime in the studio.
The value of occupied floor space was, and still is, at a premium.
Today, virtual classes, hologram trainers, and smart fitness mirrors
provide 24-7 workout options with low overheads and high return. A
win-win for the member and the club.
Technology has also infiltrated our workouts, keeping us both on
track and honest. Claims of workouts burning hundreds of calories
E
must now be backed by true data. Today's intuitive technology helps
us move better, motivates us to compete in peloton-like events with
our global community, tracks our results, reminds us to stand and to
sleep, and keeps our members easily accessible.
And let’s not forget the boutique clubs that have infiltrated every
street corner. Members appreciate their shoes and towel waiting on
their indoor bikes, they are motivated by exciting workouts and they
welcome the ability to pre-book, thereby removing the need to fight
for their favourite spot in class. And they are willing to pay. From these
trend-setters, big box clubs have learned the value of specialisation,
personalised care and the need for reinvention – something that
many of us may need to look at too.
Don’t despair if you feel a bit behind the times. A friendly and
inspiring fitness professional can be the thread that links the old with
the new. Add a flashy disco ball and a metric calculating device and
you are golden. Jump on board the technology train, but remember
that, great as technology is, the overall experience is what draws
people in. Fortunately, humans still crave social bonds and fitness
has always helped people connect.
Back to my son. He's right, his Grandma is on Facebook, but
watch out millenials, she may even be on Tik Tok one day soon!
Krista Popowych, BHKin
Krista is a fitness industry expert and global presenter on group fitness and
training, indoor cycling and program management. As the Keiser Global Director
of Group Education, Balanced Body Master Trainer and Integrated Movement
Specialist, advisory board member, adidas-sponsored, and fitness media
creator, Krista loves to inspire others through education and movement.
FILEX 2020 POSTPONED
Krista was scheduled to share her group fitness, training and programming
insights at this year's FILEX fitness industry convention in May. The event
has been postponed due to government restrictions on large gatherings that
have been put in place to reduce the impact of the COVID-19 coronavirus.
CLICK HERE FOR THE LATEST INFO ON THE EVENT
NETWORK AUTUMN 2020 | 7