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Rebound Strategies: Gym Retention & Sales Data Case Studies

Gym owners from Sweden and the U.S. share what they’ve learned based on member retention and sales data they’ve tracked while operating during the COVID-19 pandemic.

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Webinar Faltman Annie headshot

Annie Fältman


360 Träningscenter

Webinar lawrence frank headshot

Frank Lawrence


Little Rock Athletic Centers

Member retention, new sales and lead generation, and tracking online traffic is crucial as the world starts to turn a new page operating amongst a continued threat of COVID-19. Join IHRSA and two fitness industry CEOs who will share their data and insights on sales and member retention upon reopening.

Every country has had different approaches to health club reopening strategies. In this webinar, you’ll hear from clubs in Sweden and the United States. Clubs in Sweden have had a unique experience while remaining open throughout the pandemic, but with strict restrictions in place. Much of what Annie Fältman, owner of 360 Träningscenter, has experienced with restrictions and its impact on retention is what clubs around the world are now facing as they reopen. Frank Lawrence, CEO of Little Rock Athletic Centers, had to close his club for a period of time, but he reopened his facilities on May 4 with restrictions in place.

Join Fältman and Lawrence as they share their perspectives on challenges they’ve faced and opportunities they’ve uncovered along the way. They will also share their sales and retention data from the past few months.

Learnings Objectives:

  • Take a close look at member retention and customer confidence during the pandemic
  • Garner ideas for sales and new leads
  • Gain a better understanding of what your facility can do to rebuild trust
  • Learn how to best support your members and staff amongst safety protocol changes

Presenter Profiles:

Annie Fältman is the owner of 360 Träningscenter. She lives and operates gym locations in Skellefteå, a town in the north of Sweden. She has been in the fitness industry since the early 1990s, starting on the floor as a cycling and aerobics instructor. After earning her bachelor's degree as a physiotherapist, she found her focus was in the health industry and prevention, rather than healthcare. In early 2000, she became a manager for a fitness club and in 2008 she opened her first club together with her business partner.

Since then, they have opened another three clubs that they run and operate, today having close to 5,000 members.

Frank Lawrence is the CEO of Little Rock Athletic Centers. At these four multi-purpose facilities, the focus is fun, family, hospitality, integrity, and care. He has been in the industry since 2010. Prior to joining the fitness industry, Lawrence worked in the banking industry for over 20 years. He has also served on several boards in the banking industry and nonprofit organizations.