What’s Trending for 2014?


BY JANICE HUTTON


build a customized weekly workout plan that has a balance of strength, cardio and yoga or pilates. This strat- egy delivers results.


3. Wellness Coaching The member experience is evolv-


ing, and individuals want (and need) to be more than just physically fit. Our technology driven, fast paced, stress- ful lifestyle continues to damage our health and increase obesity rates for all age groups. Research shows that good nutrition and exercise is the key to weight management. So creating strategies to provide both sides of this equation will grow retention and im- pact long term health.


We are a seasoned and well re-


spected industry with many passion- ate and educated professionals striving to change lives every day. The future is bright as we collectively mature our business practices and as the value of our services increases.


Janice Hutton is the co-manager and fitness director at the Club at White Oaks Conference Resort and Spa in Niagara-on-the-Lake, Ontario. As an active personal trainer, group instructor and performance coach, she offers a wealth of knowledge in industry certification standards, educational development and busi- ness leadership to a team of over 100.


pating a prosperous year ahead. With a solid business plan in place, here are some innovative trends and revenue centres to adopt or to continue to build out in the year ahead.


A


1. Group Training The personal training industry con-


tinues to grow and develop as more people search out expert advice and training guidance. Trainers who can expand their businesses to provide group training (4 to 10 members) can increase client retention and improve their cash flow. The group environ- ment helps individuals remain motivat- ed to progress and delivers an afford- able yet exciting team experience while helping trainers make more money per session. The hottest trend is 30-minute workouts jam packed with intensity, di- versity and fun.


2. Customized Workouts The demand for innovative group


exercise programs continues, but in- dividuals love the ability to combine high intensity with recovery class- es packaged for time efficient sched- ules. Building a program that allows members to combine a cycle class with a yoga class back-to-back in one vis- it helps relieve the time crunch and provides a well-rounded experience. Trainers and instructors help members


data capture is critical and you can have sev- eral data capture forms on your Facebook page.) Do you have you a proper written digi- tal marketing and social media plan? If you’re not using these tools and plat-


A


forms, you will be missing huge numbers of leads and opportunities in the New Year.


• Does your business have a wow factor?


This is the core of your company that devel- ops, enhances and adds value to your ser- vices. Through better engagement with all of your members (not just the 20% who will never leave your club anyway) via online fo- rums, social media and other outlets, you will build your club brand, trust, recognition and relationships.


• For continued survival and growth in the


New Year, you must deliver programs and services that ensure your clients see value in your services, and also that the benefits are


BY KILIAN FISHER


re you using Facebook advertising to drive your leads to landing pages and using Google Adwords? (Facebook


nother exciting year in the fit- ness industry has come to a close, and many of us are antici-


Keep it Simple for Continued Success


“For continued survival and growth in the New Year, you must deliver programs and services that ensure your clients see value in your services, and also that the benefits are consistent and continually evolving to meet their new needs.”


consistent and continually evolving to meet their new needs. This entails ensuring that your mantra is about continual innovation and development by listening to your cus- tomers using online and offline strategies with real people and keeping close to un- derstanding market changes and anticipat- ing future needs.


Kilian Fisher is marketing director at MomentumBD Ltd. Contact him at www.momentumbd.ie.


January/February 2014 Fitness Business Canada 27


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