Baby boomers and millennials share a love for coupons, sales, and bargains. Both are comfortable with browsing, researching, and shopping online. With baby boomers and millennials now equally attractive as demographics, marketers may want to rethink how they're attempting to engage with both.

• Review the purchasing attitudes and behaviors of millennials and boomers.
• Identify differences between the clashing behaviors and beliefs of these two highly influential generations and what it means in regard to club offerings and positioning.
• Explore how to create a value proposition that can span generations, or target one of the generations.
• Gain insight on how to market to each of the respective generations.

Presenter Profile:

Stephen Tharrett is currently an owner and partner in ClubIntel, a brand insights firm. He has 35 years experience in the club industry, having spent 20 years as a VP of operations for ClubCorp, three years as the CEO of the Russian Fitness Group and 10 years owning two consulting firms. Tharrett is also a former president of the IHRSA Board of Directors and has written eight textbooks on the industry. He recently released through ACE, on online management program in fitness management.

You’re an expert in the area of health and fitness. You have the knowledge to help your clients reach their goals. Your clients rely on you to provide them with necessary information regarding their health and fitness and believe you will be responsible for their final outcome.

• Appreciate the barriers and fears members and clients have towards personal training.
• Gain an understanding of what we can do to cause and enhance these fears.
• Identify how we can avoid or defeat these fears through our actions and interactions.
• Discuss why YOU do this for a living and how that can help your clients.
• Support your clients while achieving YOUR goals.

Presenter Profile:

Tim Keightley is an experienced visionary leader and has been the driving force behind some of the most successful health and fitness brands in the world. In addition, he has a track record that includes creating the largest personal training business in Europe and elevating some of the most successful in the US to new levels. Keightley is also a highly sought after speaker who inspires people with his motivating and captivating presentations about team work and his 'ONE Team' philosophies. Most recently he was a key executive behind the expansion of Gold’s Gym International as the Executive Vice President of Operations.

In his past lives, he was an Officer in the British Royal Marines, a stuntman, a professional sportsman and personal trainer to a former Heavy Weight Champion of the World.

Keightley is now sharing his passion, knowledge and expertise with leading brands on a variety of projects, through his consultancy business Keightley Enterprises as well as a senior advisor with the Fitmarc and Integerus organizations. In his spare time, he believes in always having a dream to chase and he is chasing a personal dream of playing golf on the PGA Tour Champions!

New member sales still provide the majority of any fitness facilities’ revenue. Good salespeople can make or break a business’s success.

• Key hiring tips to ensure you have the right team in place.
• Five training strategies to keep your team’s skills sharp.
• Avoid sales-employee pit-falls that contribute to turn-over.

Presenter Profile:

Casey Conrad has been in the health and fitness industry for over 30 years. She authored two of the industry’s most popular books Selling Fitness and Selling Personal Training. In addition, she has produced over 25 other sales and marketing products for the club business. Conrad is a featured speaker and columnist worldwide and provides health club operators around the world with sales and marketing tips through her on-line newsletters and blogs.

As our industry evolves so does the way that we lead and manage our teams to provide quality programming for our members. It all starts with providing our fitness teams with the tools for greatness rather than expecting it. Training and developing your fitness teams to focus on being experts in customer service/experiences, will lead to an increase in personal training revenues.

• Learn how the 4 P’s of being a Fitness Professional make for the best teams.
• Understand the shift from customer service to customer experience to meet the needs of your target market.
• Provide pathways for your members to reach their goals through One-on-One and Small Group Training.
• Utilize a professional recommendation to increase client penetration.
• Build a culture around personal training services.

Presenter Profile:

Matthew Wright, MS, EP-C, is a Fitness Business Leader, Educator and Innovator who has a proven track record of increasing revenue on both the individual and club level. Currently, he is the Senior Director of Fitness for Healthtrax Fitness & Wellness, the President of NEHRSA and serves on the IDEA World Personal Trainer Committee. Wright has educated as an adjunct professor teaching Kinesiology, Anatomy & Physiology, and Exercise Technique & Prescription. He holds a Masters Degree in Sport & Exercise Psychology and a Bachelor Degree in Kinesiology.

Your members lead hectic lives. It is easy for people to fall off the fitness wagon and fade away from your facilities. Fight against that trend by increasing your connection to them in meaningful, practical ways. Make your businesses a non-negotiable part of their lives, by becoming more relevant in their lives. Technology and social media are a big part of the solution to increase that connection and therefore retention.

• Master social media beyond marketing, to engage and even entertain your members.
• Incorporate wearables to create a sense of camaraderie, fun competition and a desire to keep coming back for more.
• Implement custom apps to create additional accountability for your members to stay on track with their nutrition and fitness 24/7.

Presenter Profile:

Trina Gray is a top fitness entrepreneur, speaker and writer in the industry. Trina owns Bay Athletic Club, a medically based health club and Bay Urban Fitness, a large group training studio in northern Michigan. She is the creator of the Corporate Fit Challenge program, and an Elite Coach and Advisory Board member for Team Beachbody, where she is leading the industry in combining live and virtual workouts, and superfood nutrition with online coaching. She is a recipient of IHRSA Community Service Award and Beachbody CEO of the Year Award.

Clubs focus on marketing, sales, operations, customer service, programming, facilities, accounting and human resources… as they should. Being a GREAT club that is completely distinctive and growing requires more, and not more of the same. You need to fire up the 5 Key Drivers of Success.

• Develop a culture that powers all you do, motivates your staff and engages your members.
• Utilize feedback to engage and retain members and redesign your operation.
• Hire individuals that produce the raw materials for everything a great business does.
• Understand and manage the key drivers that drive sales and revenue.
• Manage your numbers to see what is working and what should be done differently.

Presenter Profile:

Eddie Tock is a partner with REX Roundtables, a global organization that runs Executive Mastermind roundtables for business owners and chief executives. There are currently 14 REX groups in the US, 2 new REX groups starting by year end, as well as REX Roundtables in Italy Europe and Australia.

Tock has spoken at IHRSA’s Annual Convention, Club Industry, and has been a faculty member for IHRSA’s Institute. He has worked with over 1,400 clubs worldwide including 142 presales since 1983. Over the past 5 years, Tock’s clients have averaged a 10 - 23% increase in sales. He was formerly a partner in Sales Makers for 21 years, which was awarded the IHRSA Associate Member of the Year Award.