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TIST’S MEMBER NAMETIST’S MEMBER NAME
One tribe Les Mills International has
created its own haka, encompassing
its core values, to open its events
splitting into tribes. People, when they the power of social media and the presentation on ‘heroic’ leadership – the
shop, no longer say “I like that” but internet in building a community. Health sort of leadership that results in employee
rather “I am like that”, he said – it’s less clubs should, he suggested, harness this apostles and loyal customer fans. Before,
about the product itself and more about to extend their reach beyond their four he said, there was just one leader and the
the package you create around it. If walls and deepen the bonds with their rest followers. Now everyone wants to
you’re going to survive the recession, you members. And Melvyn Hillsdon, in his lead, so leadership today is about herding
have to get inside people’s heads: session on retention, suggested that staff individual talent towards a common and
encourage them to believe that belonging must speak to members at least four compelling vision – and to do so in a way
to your gym makes them a different times to make them feel they belong; it’s that makes everyone in the company feel
person, part of an aspirational and at this level of interaction that attrition they had ownership of the process.
exclusive tribe. If you can do this, not is shown to be dramatically reduced. It’s no longer about mass markets, he
only will they stay with you, they’ll also continued, but about micro-trends – an
be willing to pay more to be a member. TRIBAL LEADERSHIP increasingly fragmented society of small
Two further presentations touched Stephen Tharrett, Russian Fitness Group clans, or tribes, not only to target as
on the sense of belonging that’s implicit CEO and president of Club Industry consumers but also to manage within the
in the notion of the tribe. Rasmus Consulting, looked at tribes from an staff of any given company. Those tribes
Ingerslev, CEO of Wexer, spoke about internal business perspective in his might be defi ned in a number of ways:
january 2010 © cybertrek 2010 Read Health Club Management online 65
healthclubmanagement.co.uk/digital
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