The International Health, Racquet & Sportsclub Association is the fitness industry's only global trade association representing over 10,000 for profit health and fitness facilities and over 600 supplier companies in 75 countries.



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‘Discover the New Ways People Buy’ with IHRSA’s February 11 Webinar

To understand how to best sell your offerings to prospective members, you first have to understand how they make purchasing decisions—and their thought process may not be what you'd expect.

Bill McBride, president and CEO of Active Wellness & BMC3, will explain how people buy and how health club operators can use that knowledge to enroll new customers in his Thursday, February 11 webinar, “Unselling: Discover the New Ways People Buy.”

Unselling, by definition, is honest seeking and sharing to build an ongoing relationship through collaboration. Products and services are utilized as part of the elements of mutual achievement, almost always resulting in increased business, repeat business, and referrals.

“Transitioning from only sales and marketing to programs and results is a big transition,” McBride says. “Specialized studios and focused offerings are selling fitness experiences, energy, and results. Group camaraderie with HR technology is also proving to be an amazing motivator.” 

The hour-long webinar will help health club operators: 

  • Discover how people now buy and learn how to enroll your best new customers.
  • Learn how to optimize prospect motivation.
  • Discover how to get ahold of the customer pulse.
  • Learn how to determine what customers are looking for.
  • Explore adaptation versus re-creation.
  • Gain insight on coaching and customer service versus selling.    

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