The

ahead

YEAR

HALF-EMPTY OR HALF FULL?

BY DAVE WRIGHT

T

he year ahead may offer great potential and oppor- tunities. In fact, 2009 could be the most defining and

poignant year for the fitness indus- try that this generation will ever see. Just as muscular growth occurs only with a certain amount of stress, per- sonal and business growth also pros- per with adversity. The troubled times that may lie ahead can either pave the way to disappointment or shine a light to prosperity. From the music giants working

to implement music licensing fee in- creases, to financial advisors suggest- ing that club memberships are luxu- ries and not necessities, one could easily conclude that the fitness indus- try is in for a rough ride. But out of all this comes huge po-

tential. Firstly, the music licensing attack has formed a solidarity with- in the industry as a whole. With the industry working together as one united front we can deal with this threat. But we can also better tackle obesity, cancer and other epidemic diseases that our clubs and services help fight. The pressure on the economy, the

increased cost to the health care sys- tem and the lack of available resourc- es, will force the government to look more closely at the causes of illness and not just the cures. In 2009, the UK Department of Health will join forces with the food giants to contrib- ute (£75 million) $145 million to an advertising campaign encouraging the population to eat better and exer- cise more. There is also the increased number of low-cost fitness clubs supported

22 Fitness Business Canada January/February 2009

by investors who are attracted to a health business that doesn’t have staffing issues. As evident in the U.S. and European markets, this type of club captures the segment of the mar- ket that doesn’t value instruction, and, with membership fees of $10 a month, lowers the price barrier to en- try. The challenge for these facilities will be to provide value through re- sults for their members. When results are realized, both clients and our in- dustry win. In 2009 we will continue to see our

energy bills soar. This is an amusing predicament since our industry makes its money by encouraging users to create self-powered energy. There are companies currently developing strat- egies to convert this energy into a re- usable source. In 2009, the first club will actually make money by powering its gym with its members’ energy and also selling it to its local grid. There will more to celebrate. The

phenomenal achievement of the Canadian child tax credit has sent a message to the world that govern- ment-based tax incentives are eco- nomically viable and even popular amongst politicians and people. The leap to an adult tax credit will ease further pressure on businesses and families alike. Functional training will take off in

a big way. Exercise classes using ket- tlebells, rope swinging and log lifting will be more than a new fad. Retention will become even more

important in an industry that seems to lose more people than it keeps. Business owners who aren’t ready for the fight will cash in their chips and get out of the industry.

Dave Wright

CEO

Creative Fitness Marketing

“THE FIRST CLUB WILL ACTUALLY MAKE MONEY FROM POWERING THEIR GYM AND SELLING ITS EXERCISERS’ ENERGY TO ITS LOCAL GRID.”

Dave Wright is CEO of Creative Fitness Marketing, a company that has worked with over 2,500 independent health clubs around the world generating 40,000+ new members every year. For more information, visit www.creativefitness.net. Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64