PERSPECTIVE: REFLECTIONS OF INDUSTRY LEADERS
WHAT WOULD I DO
DIFFERENTLY NOW?
A simple question prompts business coach Justin Tamsett to
identify the key areas that fitness business operators must
focus on in order to survive and thrive in the years ahead.
hirty years ago when I started in
the fitness industry, things were
very different’ is a statement that
I never thought I would say. It never occurred
to me, back in the late 1980’s, that my job as
a gym instructor would lead to a 30-year
career, and I didn’t consider the possibility
that the industry could change so much.
The reality is that innovation is inevitable
in business. If you don’t innovate then you
will fall like a ripened apple from the tree and
then begin to rot.
I was recently asked what I would do
differently if I were opening a gym or studio
today, knowing what I do now about the
industry and the evolution of our product.
After some consideration, I identified three
things that I believe fitness businesses
absolutely must do to survive and thrive:
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Stay ahead of the industry
The key to the success of any business is
to stay ahead of the industry curve. Once
something becomes a trend, everyone is
catching that wave and you are too late to be
different. To be unique, you need to see that
trend coming, assess its relevance to your
business model and then either run with it or
let it pass you by.
You need to be continually looking to get
better. You can do this through researching,
reading, listening to podcasts, attending
educational events and speaking with
others. You will get the greatest benefit
to your business by stepping out of the
business to learn from others. This simple
strategy will help you remove road blocks in
your mindset and your business, and lead to
growth. A business leader with a vision for
the future will attract the best in the industry
to work with them.
Embrace technology
As an industry, many currently believe
the definition of technology is Facebook
advertising. While this is certainly a
component of embracing technology, it is
not the full gambit. There are so many facets
to ‘technology’ - and they needn’t be scary.
Technology will make running your
business easier, more efficient and more
effective. Without technology, you are
simply challenging yourself in areas you do
not need to. Seriously, there is an app for
this and that, and your data can help you
make the right strategic business moves.
The days of making decisions based on
gut instincts are gone. Your members have
embraced technology and so must you.
Personalisation from segmentation based
on the data you have will be the key to your
business success.
Spend more time with your people
The greatest asset in any business is its
people. It doesn’t matter if they are face-to-
face with the customer, or replying to emails
from disgruntled members, your people
will influence the relationship members
have with your business. If your people are
happy, respected and know they are having
an impact, they will benefit your business,
whereas if they aren’t, they will sabotage
your business, even subconsciously. I
believe that no matter how many staff you
have in your team, something as simple as
having a one-on-one cup of coffee with
each of them every four to six months will
go a long way to cementing a caring and
trusting relationship.
As business owners, we face choices
every day. However, the biggest choice you
have to make as a leader is whether you will
be an apple on that tree continuing to grow,
or a fallen fruit in gradual decay.
Justin has created The Fitness Industry
Technology Summit, which will take place
at Sydney’s Darling Harbour on 25-26
July. Focusing on the role of technology in
enhancing both member acquisition and
retention, Network Members can SAVE $100
on attending the Summit by simply entering the
discount code ‘network’ when registering at
fitnessindustrytechsummit.com.au
Justin Tamsett
The Managing Director and business coach at
Active Management, JT’s three decades in the
fitness industry have encompassed roles from
personal trainer and salesperson, to facility
manager and multi-club owner. An international
presenter, Justin specialises in making non-
industry content highly applicable to the fitness
industry. activemgmt.com.au / facebook.com/
ActiveManagement / twitter.com/JTActiveMgmt
NETWORK WINTER 2019 | 7