Mix and mingle at the networking breakfast. Each day, you will enjoy breakfast that combines delicious food with networking and education.

The fitness industry landscape has changed and continues to evolve. As a result, health clubs need to reposition themselves to meet new customer expectations and new consumer habits. Technology such as artificial intelligence, augmented reality and automation play a pivotal role in our sector’s evolution and ultimate success.

Discover how to use your existing infrastructure and leverage the power of technology to develop relationships that customers seek, meet their expectations, increase club usage and pave your way to a healthier bottom line

It’s time to write a new chapter for our clubs and the fitness industry as a whole. We have found ourselves at a pivotal moment within our businesses, and it’s on us to answer that call, not just for today but for our future. Consumer expectations have changed. Team members' expectations have changed. The industry has changed. As owners and leaders, we must adapt, strategize, and execute to meet and exceed the expectations of those that we serve, and it starts at the top. 

The health club industry has not yet cracked the code for reaching the 80 percent of Americans who do not belong to a health club. But the disruption caused by COVID-19 has offered a glimpse of how the industry could reach more people by making fitness more accessible to the busy mom, the obese person who is afraid to step foot inside your facility, the low-income person battling diabetes and the senior who just had a stent installed in an artery. Now, the question is, how do you grab this opportunity and make the most of it using the technology at your fingertips and the technology to come?

The rules of building and managing high-performing teams have changed during the pandemic . . . or have they? In this fireside chat, Julian Barnes, co-founder and CEO of Boutique Fitness Solutions, and Kari Saitowitz, founder and CEO of Fhitting Room, which was recognized as one of the Top 25 Best Small Businesses in New York City in 2020, will explore this topic and share best practices for building teams that can meet and exceed consumers' expectations today.

Sales and marketing have never been simple for club and studio operators, but simplification may be one of the keys to better sales and marketing results. Simplification in who your target market is, in how you bundle and price your offerings, in how you generate leads and in how you market today. In this intensive workshop, four sales and marketing experts will share takeaways on how to determine your target market, how to bundle and price programs that will attract and retain them, how to create partnerships that generate leads and how to implement 10 low-cost marketing tips. The experts will then spend 45 minutes answering your sales and marketing questions. It’s an intensive workshop that every club and studio owner and their C-suite team needs to be a part of.

1:45 - 2:00 p.m. Know Your Audience & Avatar

Presenter: Corey Smallwood, Owner and Director of Operations, goPerformance and  Fitness  

2:00 - 2:15 p.m. Bundling & Unbundling Services

Presenter: Rich DeStasio, VP of Programs and President, City Fitness in Philadelphia 

2:15 - 2:30 p.m. Lead Generation

Presenter: Vanessa Severiano, Owner, Vanessa Severiano LLC

2:30 - 2:45 p.m. Low-Cost Marketing

Presenter: Marisa Hoff, Owner, Be Military Fit Los Angeles

Sales and marketing have never been simple for club and studio operators, but simplification may be one of the keys to better sales and marketing results. Simplification in who your target market is, in how you bundle and price your offerings, in how you generate leads and in how you market today. In this intensive workshop, four sales and marketing experts will share takeaways in how to determine your target market, how to bundle and price programs that will attract and retain them, how to create partnerships that generate leads and how to implement 10 low-cost marketing tips. The experts will then spend 45 minutes answering your sales and marketing questions. It’s an intensive workshop that every club and studio owner and their C-suite team needs to be a part of.

Panelists:

• Corey Smallwood, Owner and Director of Operations, goPerformance and  Fitness
• Rich DeStasio, VP of Programs and President, City Fitness in Philadelphia 
• Vanessa Severiano, Owner, Vanessa Severiano LLC
• Marisa Hoff, Owner, Be Military Fit Los Angeles

Just as your computer has an operating system, your club business also has an operating system (OS). An OS is an interface/interaction between a user and the hardware that hosts basic processes. So what does that look like for your business, particularly as it relates to your all-important member loyalty operating system? In this session, we will walk through what your OS should look like based on data prior to COVID, during COVID and today to generate the results and revenue you need to be successful by meeting and exceeding customer expectations.

Sarah Marion, Director of Syndicated Research at Murphy Research, will use the organization’s State of Our Health syndicated tracker data to explore the holistic fitness routines and touchpoints of gym members, leading to an understanding of the roles gym memberships play in broader fitness habits. This includes digital fitness resources, outdoor fitness activities, home workouts, and other types of gym and studio facilities. Marion will leverage the data to examine types of activities by location, demographic differences, and how the pandemic did - and did not - alter these trends. The takeaway is a better understanding of consumers’ fitness touchpoints - both inside and outside of the gym - and how those trends and touchpoints can be essential to developing solutions that meet more consumer needs while they’re at the gym, with the ultimate goal of increasing your value to your customers and their value to you.

Speaker: Sarah Manion, Director of  Syndicated Research at Murphy Research