The agenda is continually being updated and subject to change. To see the session description and presenters, click on the + plus sign to the right of the session title.
1:00 - 5:30 p.m. Club Tours
6:00 - 7:30 p.m. Welcome Reception
Tuesday, November 9, 2021
8:00 - 8:30 a.m. Networking Breakfast
Mix and mingle at the networking breakfast.
8:30 - 9:30 a.m. Welcome and Ian Mullane's Keynote Presentation: Reimagine Today's member Journey to Unlock More Revenue
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
9:45 - 10:15 a.m. Track Welcome
10:15 - 11:15 a.m. How Organizational Alignment Helps Your Brand Overcome Challenges
You've changed your business, your programming, and your sales and marketing to successfully meet today’s customer expectation, but how do you align all of your departments to the same goals? Doing so is more important than ever with new forms of competition. These executive team will share how they have aligned their departments keeping their goals in mind across all departments.
11:15 - 11:50 a.m. One Brand’s Road to a More Diverse Executive Team and Why It Has Transformed the Business
The industry is well aware of the importance of having diversity in its top-level executives, but cultivating a more diverse executive team takes a concerted effort and requires adopting new ways of hiring and developing internal staff. This company has focused on diversity in its executive team, and the focus has paid off in a variety of ways. Find out how they made the changes and what the payoffs have been to date.
Noon - 1:00 p.m. Lunch and General Session
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?
1:15 - 2:00 p.m. Member Loyalty by Design
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 so you can generate the results and revenue you need to be successful by meeting and exceeding customer expectations.
2:00 - 2:45 p.m. The World of Payment Processing Is Changing … So Are Customer Expectations
What if you had six clubs and your payment processor imposed a million dollar reserve and kept your cash? But it’s not just reserves. The world of payments is changing the fitness industry for the better, but you have to stay ahead of the curve. Contactless payments, digital wallets, chargebacks, crypto currency, AI and more are changing the way members transact with us. The list is long, the solutions are complex and the impacts and choices you make are strategically meaningful. Hear a panel of experts discuss the everchanging world of payment processing and how it impacts your operations, your members and your bottom line. It’s not just about rates anymore!
3:00 - 3:45 p.m. Staffing
3:45 - 4:30 p.m. How To Conduct An Internal Retention Audit
Presenter: Dr. Paul Bedford
Tackling retention within the fitness industry has been a challenge for decades. In this session Dr Paul Bedford will explain how to conduct an internal audit, that will align your teams, work across your business and help you evaluate the products and services required to help you tackle the problem. By the end of this session you will be able to define key retention terminology to avoid confusion, list the metrics that matter, recognize the products and services that are right for your business, and identify where to start and what to tackle first.
4:30 - 4:45 p.m. Tuesday's Wrap Up
5:00 - 7:00 p.m. Happy Hour
Wednesday, November 10, 2021
8:00 - 8:30 a.m. Networking Breakfast
8:30 - 9:30 a.m. Welcome and General Session
9:45 - 10:15 a.m. Hyper-Local Marketing and Public Relations
Like crime-fighting detectives in police procedurals triangulating a perp’s cell signal with technology of questionable credibility, some gyms are homing in on areas of just a few blocks – or even a few streets – to find new customers and deliver their message. These “hyperlocal” advertisers aren’t unwittingly sabotaging themselves, or focusing too narrowly; they’re targeting prospective members right where they are – at home, at work, at local stores in their neighborhoods. In this session, we’ll be taking an in-depth look at hyperlocal marketing. We’ll examine what hyperlocal marketing is, why it can be so effective, and most importantly, how you can do it across your paid search and paid social campaigns.
10:15 - 11:30 a.m. C-Suite Sharing: Successes I've Had and What You Can Learn from It
Several owners and C-suite execs will share some of the successes they’ve had during the past year, how they developed and implemented to the idea and what you can take from it to possibly apply at your company. You will have the opportunity to ask each presenter questions.