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are great, and I was very happy with it being in Orlando this year because it allowed us to bring a few extra staff members that we wouldn’t normally bring. We brought eight this year, when we would normally bring between four and six. What I think IHRSA has done really well over the years is make the convention relevant to everyone who attends. There were some shows ten years or so back, where if you were a long- term operator, you felt that there may not be enough for you. But, now, you could be brand new to the business or a 40- year operator, and you’re going to nd a curriculum that makes sense for you. And, the trade show is a can’t-miss. If you’re part of the industry, you should go to the trade show every year.
C.I. - Thank you for your IHRSA Board service. Please tell us about your experience on the Board so far. What would you say to those considering IHRSA Board service? BB - For many reasons, I believe it is one of the greatest things I have done in my career, so far. Not the least of which is everyone I have met through that position, both on the Board and IHRSA Staff, have been terri c people, smart, deep thinkers and committed to the industry. They have been open, helpful and honest, and they are just great people. Board service helps you gain a better, deeper understanding of the importance of having a strong industry association. And, you get an appreciation for the hard work the IHRSA Staff does. As we operators do our thing, we sort of get caught in our day-to-day routine and take a lot for granted that happens around us. Board service de nitely opens your eyes to the importance of the potential legislative problems IHRSA protects us from. Another thing that I have found I like from Board service is that I enjoy
debate and discussion on the current topics facing our industry. One of the things you do on the Board is wrestle with the dif cult issues facing the industry, and you do that with people who are smart and open to discussion. They have different perspectives on issues than I do sometimes. As a result, I’ve begun to understand the ‘whole issue’ better. I’m not sure there are answers to every question, but you get to wrap your arms around these topics from a broad view. And, it has been interesting to do that. One last thing I’ll note is that, during my experience on the Board, nobody has really ever been territorial. There really hasn’t been any competitive pressure in that room. That has been really nice.
• • •
I want to express my sincere thanks and appreciation to Beth Beck, Bill Beck and Ellen Koelsch for their time interviewing and other tasks related to bringing this cover story to you, our readers. And, I want to thank you for reading!
(Justin Cates is the Assistant Publisher of CLUB INSIDER and grew up in the health and tness club industry. Justin was born into a club business family in 1985, and from the age of eight, he spent his non- school and sports hours in a home that doubled as CLUB INSIDER Headquarters. He has lived and breathed this industry for 31 years, since his own day one. Cates graduated from the Terry College of Business at The University of Georgia in 2007 and then went on to two years at The Art Institute of Atlanta, where he studied Interactive Media Design. Now, he is an integral part of the “Story” of Norm Cates and CLUB INSIDER. Justin can be reached by phone at 423-314-4310 or email at
Justin@clubinsideronline.com)
An Interview With Ellen Koelsch An Interview With Ellen Koelsch,
Vice President of Marketing for Club Fit
CLUB INSIDER (C.I.) - How did you rst become involved in the health and tness club industry? Ellen Koelsch (EK) - Well, I’m going to assume the answer is the same as my brother’s was. We were really both lucky enough to be born into it. I did go to school for economics, and I thought would end up with a job in a bank somewhere. But, the opportunity to work in the health and tness club industry was too good to pass up. When I was rst hired, I was in charge of the nursery and selling memberships. I have always helped with the club’s newsletter, and I am now the Vice President of Marketing.
Ellen Koelsch
C.I. - Please tell us about some of your marketing efforts to differentiate Club Fit from the numerous local competitors. EK - What we try to do most is to be authentic and very available to our community. So, we have a strong effort to stay in touch with the community through social media and the Internet. We talk about what’s going on at Club Fit with stories about the staff and success stories of members. We also make ourselves available for questions and new ideas. For us, new technologies have been a great improvement because it has become much easier to spread news about Club Fit and healthy living. It is easier to have a conversation with our community. And, it is easier to listen to what our members have to say about how their health club would work best for them.
C.I. - Please describe some of the challenges of working in a family business. Conversely, what have been some of the opportunities/hidden gems? EK - I’d love to hear my brother’s answer before answering that (laughing). I believe we have been very lucky in that we don’t face some of the traditional challenges of a family business. Bill and I have been very careful to craft our roles so that they are well de ned. Our responsibilities complement our individual strengths and expertise. De ning those roles has been critical to our success inside the club and outside. We are still able to spend Thanksgiving together (laughing). We learned those lessons from my mother, who was very good at having everyone understand their roles and responsibilities. It has also been important to our success that our spouses and kids are very supportive and understanding when business interrupts family life. Our families are involved in using the clubs and supporting them.
C.I. - Who are some of your key staff members? What are their roles and tenures? EK - It’s hard to choose only a few; we have so many people committed to helping our community stay healthy and active. Our group tness managers, Karen Cornetz (15 years) and Liza Forster (2 years) ensure our classes are inviting and inspiring. Jacquie Giannico (5 years) keeps our brand strong, consistent and welcoming. Liz Swan (10 years) makes sure our Internet presence is friendly and motivating.
Club Fit Café
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