7. Master the Power of Technology
If doing business in the COVID-19 era has taught us anything, it’s that a strong tech strategy is no longer just a “nice-to-have.” Clubs that already had online scheduling and virtual class offerings had a clear advantage when shutdowns began, as other facilities struggled to catch up.
And while the jury is out on whether virtual classes will continue to provide a revenue stream when business returns to normal, there are other digital strategies that certainly will play increasingly vital roles; digital marketing and communication tools, from targeted emails to chat bots, can no longer be overlooked—or viewed in a silo.
“There’s no such thing as an app strategy, or web strategy, or social media strategy—it’s all part of your marketing strategy,” says Washington. “These are just methods you utilize to communicate elements of your marketing plan—in the same sense that cold calling, for instance, might be a part of a club’s marketing strategy.”
Hear more from Washington on how technology directly impacts the way you do business and the way your customers view your business during her keynote address at the Innovation Summit, “Imagine the Future.” Her keynote is sponsored by Club OS.
8. Become an Expert at Planning for the Future
After months of restrategizing, innovating, and rebuilding, the fitness world continues to adapt into a different version of what it once was. Gym closures, temporary shutdowns, and staff adjustments have forced the industry to embrace change in order to survive.
As we move forward, those who rise to the front of the pack will be the leaders who become experts at planning for the future.
This future-centric theme will be woven throughout the IHRSA Innovation Summit for this very reason. The CEO panel, “The Future of the Fitness Business,” will feature experiences of executive club leaders from around the world as they provide key learnings from the past few months and discuss how they have navigated changes, provide excellent customer service, and rebuilt their teams—all while looking ahead. And during “IGNITE!” Paula Neubert, president & general manager of Club Greenwood, will present “Planning for the Future.”
9. Cultivate Meaningful Relationships with Industry Peers
"The currency of real networking is not greed but generosity," said author and entrepreneur Keith Ferrazzi. This sentiment has never been more poignant than now, when sharing information, best practices, strategy, and advocacy work has never been more important.
Fitness industry leaders around the world have been rethinking the meaning of competition, and realizing that by banding together, club operators and industry suppliers can be strong allies against outside forces threatening the success industry.
That’s why we designed the IHRSA Innovation Summit to be a place to come together as an industry to learn, share, and help you cultivate meaningful relationships with industry peers. On the interactive digital platform, you can chat with other attendees one-on-one via direct message, or talk with multiple people in session chats or in group messages. You can also learn about cutting-edge products and talk to vendors in the Sponsor Marketplace and ask specific questions to speakers during live Q&A sessions.
The IHRSA Innovation Summit is taking place on Thursday, September 17, so if you haven’t registered yet, do it now! We can’t wait to see you and the best minds in the industry as we come together to innovate, connect, and thrive in the new economy.