| Letters |
Tour de Force
IHRSA’s Health Club Consumer Report is a truly
outstanding resource. It provides invaluable
practical counsel to every club operator worldwide.
The IHRSA Health Club Consumer Report
Health Club Activity Usage, Trends & Analysis
The statistics on club members include demographics,
income, membership history, attendance, exercise
preferences, and equipment usage. Combining
the health club member data with the general
population indices, and then with the PRIZM
categories, is breakthrough material. A tour de
force! Congratulations to all involved.
—|
John Mccarthy | IHRSA’s Executive Director Emeritus | Weston, MA
Powered by
International Health, Racquet &Sportsclub Association
Ditto! The Answer’s Clear ‘Super’ Webinar
> The new IHRSA Health Club Consumer Report is outstanding. > I recently participated in “Strategic Marketing: Maximizing
Utilizing life-stage and lifestyle segmentation to identify mem- Your RoI,” an IHRSA Webinar presented by Derek Barton,
bership profiles is something our firm does for the industry. president/CEo, of Barton Productions. IHRSA’s seminars, over
Therefore, having this important research information available and over again, renew ideas that might have gotten lost in the
only helps to align services to consumer needs, leading to some cacophony that surrounds day-to-day athletic club marketing.
clear answers for club operators. Great work by IHRSA!
—|
They’re always refreshing!
—|
Bryan O’Rourke | Chief Strategic Officer | Fitmarc | Covington, LA Jean Braun | Director of Marketing | Almaden Valley Athletic Club |
San Jose, CA
Free Thinking
> The Derek Barton Webinar was excellent—what a great use
> In response to the CBI February article, “Memberships for of my time! Derek provided very specific ideas about how to
Free” (see pg. 50): I’ve been thinking about another “free-to-con- better market our club, how to improve customer service, and
sume” business model that’s been around since 1970. national the importance of branding our club in the community. Thanks
Public Radio (nPR) has been operating largely on a “send us some to IHRSA for providing this valuable resource.
—|
money if you like us” model for four decades now and has done a
Stacey Mullet | Wellness and Marketing Director | Super Fitness |
good job of it. Many people consider the nPR brand and experience
New Philadelphia, OH
to be a necessary part of their life, and freely and generously
contribute on a regular basis.
All in Favor
I’m not sure if we’ll get to the point where we can depend on our
consumers to fund our business with a “pay what you like” model.
> As a first-timer at the IHRSA European Congress, I really
But, since I opened my studio, I constantly think to myself, “What
enjoyed my time in Dublin. In comparison with the IHRSA
would my clients do if there was a chance Lemonade wasn’t going
International Convention and Trade Show in San Diego or
to be there?” Would they step up the way contributors do during
San Francisco, networking was easier due to the smaller
the pledge drive every year for our local PBS station?
number of participants and the fact that we all stayed in the
We have to constantly work at earning the relationship with our
same hotel. I look forward to attending again next year.
—|
clients, members, and stakeholders, so that they describe what Stefan Schwartz | Regional Manager | Healthco Holding GmbH |
we do as “necessary” and are excited to “purchase” our brand,
Cologne, German
regardless of the price!
—|
Don Moxley | Owner | ViA Performance Systems and Lemonade
Neighborhood Fitness | Columbus, OH
14
Club Business International | MARCH 2010 |
www.ihrsa.org
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