members who are trying to lose weight
members who have more than two kids
members who want to train for an Iron
Man race
You get the point. There are myriads of
ways to create personal “tracks.”
Remember, the most information a
member will ever share is during the
membership sales process and during
their personal training orientation.
This is your greatest opportunity to
capture personalized information that
can be used to create relevant content
for that member.
This is precisely why Nike, Under Armour,
Google, Netflix, and Amazon are all
considered technology companies. To
leverage all of this data requires a vast
IT department.
technology platforms and their ability
to have API integrations.
The key integrations of your *billing and
management platform, *digital guest
registry, *CRM, *sales system, *member
engagement system, and *rewards pro-
gram, create a critical start.
Many of the technology providers in the
fitness industry today already have API
connections with each other’s platforms.
Whatever information you can obtain
from each one of these systems and
pull into your member engagement
system will give you the ability to create
personalized “tracks” (your centralized
“data box”) and will be the easiest way
to start.
If the fitness industry is to fill this hole, it
will need to:
This leads us back to the huge hole in
the fitness industry: the consumers’
expectations of a fully integrated person-
alized information delivery system vs.the
fitness industry’s inability to capture
meaningful data and store it in one
location. consolidate the data in a centralized
location (“data box”), create personalized
“tracks,” and send only relevant content to
its members.
The easiest answer is to raise $1 billion
to create a technology company that
offers fitness in hundreds of locations
throughout the country. That’s when you will create fierce brand
loyalty to your club and retain satisfied
long-term members!
But, since that’s not realistic, let’s just
start with the great technology partners
your club already has in place and take
a comprehensive look at your current
The ultimate goal is for your members to
say, “My club gets me.”
For more info call VFP at 877.837.1212
or visit VFP.US
Mario Bravomalo, PT
Founder VFP
[email protected]
17