40 On The Cover CANADA Departments 6 Editor’s Note


8 Happenings IHRSA 2017 Recap; ALCOA Re-launches as Active Aging Canada; European Health & Fitness Market Report 2017; 3 Questions to Ask Your Team


10 Events


CPTN 2017 – Excel, Then Dominate! Conference; canfitpro World Fitness Expo


26 12 Q&A


If you could improve/change one area within your organization, what would it be and why?


14 Sales


Authenticity Is In! The old-school sales approach is so out


16 What’s New


Special Expanded Edition – The latest products and services from industry suppliers, many released at IHRSA 2017.


46 Canadian Forum Alternative Options for Financing Your Business


26 Club Launch | Trend Setting


Emerging American club chain poised to enter the Canadian market


30 Technology | Tech Will Shape Our Industry


At this year’s IHRSA convention, tech disruption was a hot topic


32 Executive Focus | Great Layout, Great Workout!


Is your equipment layout helping or hindering your bottom line?


34 Marketing | Revive Referrals by Being Remarkable


Referrals can be the single most important source of new prospects and members


36 Demographics | Baby Boomers and Millennials: Cashing in on Their Unique


Purchasing and Fitness Behaviours Do your marketing strategy and value proposition address the differences between how and why Baby Boomers and Millennials purchase fitness?


16 42 Management | The 2017 Financial


Outlook for the Club Industry A wrap-up of the Financial Panel presentation at the 2017 IHRSA Conference and Trade Show


4 Fitness Business Canada May/June 2017 30


University of Guelph - Guelph Gryphon Athletics Centre


U. of G. creates an active living hub for students and its community


Features


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