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Entries in Brent Darden (7)


Vaynerchuk urges crowd to stop marketing in the past

Gary Vaynerchuk’s message was pretty clear – get on board or else. And getting on board meant catching up with successful companies and industries that are marketing in the now and not 10 years ago. 

He said that prior to coming to IHRSA 2014 33rd Annual International Convention & Trade Show as Friday’s general session speaker, sponsored by Matrix Fitness, he did some homework on the fitness industry.

“I researched a bunch of businesses (that are here) and the biggest takeaway is this room is marketing like it is 2004,” he said. “You are like many other businesses. You need to market in the year you are in. I actually market 18 months ahead.”

The energetic 30-something whose immigrated to the United States with his family as a child and was a young entrepreneur with lemonade stands, selling baseball cards and adding profitable features to his father’s liquor store before he graduated college, had some sobering numbers, ideas and suggestions for the crowd.

Read on to see Vaynerchuk's suggestions.

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Darden shows how to bond with your team

Brent Darden and his TELOS Fitness Center know a thing or two about how to treat employees.  

Case in point: following the lead by online shoes and clothing seller Zappos, he made what would be construed as an offer one couldn’t refuse. He told recently hired employees that he would give them around $500 if they wanted quit. This year-long offer has resulted in not one person taking the money and running.

“If the employee is not invested in the company and are not engaged in their job then we’d rather give them the money an let them go right away,” Darden explained.

It was reasoning like this, but more importantly how Darden treats his employees, that made his keynote, “It’s Personal: Building & Bonding Your Club Team,” one that kept the close to 100 attendees at the NEHRSA/IHRSA Fall Conference & Trade Show interested, and more than likely taking notes to suggest to their clubs’ decision-makers.

For more on the keynote, read on.

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Net Promoter score is a great way to improve your club

Being a service industry, it is imperative that health and fitness clubs make the customers happy and leave them feeling good about their experiences. 

Currently The Retention People (TRP) is conducting its Member Loyalty Survey for the North American fitness industry. The results are being used to determine the Net Promoter Score (NPS), a member loyalty and retention tool.

The most up-to-date numbers shows North America clubs checking in with a 44% NPS. To compare, The Retention People conducted the survey for the UK fitness industry a couple years ago and it came back with 21%; nationally recognized companies like (76%), Trader Joe’s (73%) and Apple (71%) all made the top 10.

For more on the Net Promoter Score, read on.

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NEHRSA/IHRSA conference boasts two experienced speakers

If you are looking for experience from the general session speakers at the NEHRSA/IHRSA Fall Conference & Trade Show, then you will get exactly that.

Brent Darden, a fitness industry veteran and a regular speaker at IHRSA events and conferneces, will be the keynote speaker on the first day. Rafi Mohammed, author, blogger on the Harvard Business Review and founder of a business consulting company, will be on the stage on the second and last day of the event.

The conference is Oct. 3-4 in Hartford, Conn., at the Connecticut Convention Center. The event is open to IHRSA members in New England, New York and New Jersey.

Read on for more on the conference speakers.

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ChinaFit/IHRSA forum entering its third year

If the success of the first two years is any indication then the third time will be a charm for the 2013 ChinaFit/IHRSA China Management Forum.

The event, running Nov.12-15 in Nanjing City, China, brings fitness industry professionals from Southeast Asia and beyond together to discuss new ideas, trends and opportunities.

Read on for more on the China Management Forum.

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