This page contains a Flash digital edition of a book.
back to basics
Kate Cracknell highlights the key themes emerging from this
year’s IHRSA European Congress, and summarises the
fi ndings of the IHRSA European Market Report 2008
he eighth annual IHRSA in the world, but the largest airline full “Today’s consumer is very savvy, using
European Congress took stop. The company aims to achieve this by the internet to compare deals. There’s
place in Lisbon, Portugal, focusing on its core offering and delivering no middleman any more. The consumer
from 23–26 October this consistently well. People don’t is king, and becomes loyal almost
2008, and attracted more need gimmicks when fl ying, said Ryan, subconsciously through experience.
than 400 attendees from 25 countries. they need punctuality, modern aircraft, Other airlines might sometimes have a
The event, which offers a combination professional staff and consistently low cheaper fl ight than us, but people always
of presentations, seminars and fares. By offering this – “a simple model in come to us fi rst to check.”
networking, was held in conjunction with a complex fi eld” – he believes Ryanair has Industry consultant Rod Hill picked
the launch of the 2008 IHRSA European redefi ned value and service. up on a number of points made by
Market Report (see our summary on p56). “You have to remain true to your core Ryan when he spoke about the greatest
The Congress keynote by Kell Ryan, co- business and not try to be all things to opportunities and threats facing the
founder of Ryanair, was followed by two all people,” Ryan continued. “If you want health and fi tness industry today. “In
days of thought-provoking presentations, to eat, go to a restaurant. If you want to recessions, people think about their
many of which revolved around common fl y, go to Ryanair.” health more than at other times,” he said,
themes – leadership, member service, staff Believing in the potential of your staff suggesting that, as they realise they may
motivation – and, says IHRSA director of is also key, he continued, as is securing have to work later into life than expected
Europe Hans Muench, “provided valuable their buy-in and sense of ownership of – and that they need to stay healthy to do
strategic and operational insights into the business – “passion drives a business”. so – they will keep exercising. He drew a
growing in diffi cult times”. He said that Ryanair staff are highly comparison with the hospitality industry
paid compared to other airlines and all by quoting hotelier Horst Schultz: “I will
passion drives profi t have share options, ensuring it’s in each not accept the explanation of a recession
In his keynote speech, entitled Leading a and every one of their interests for the negatively affecting the business. There
Business Revolution, Ryan spoke about business to do well. are still people travelling. We just have to
entering uncharted waters and Ryan also encouraged delegates to get them to stay in our hotel.”
redefi ning business models. embrace the internet, which he said has Price matters, continued Hill, picking
The aim for Ryanair, he said, is for it to transformed Ryanair’s business – 96 per up on a key theme of Ryan’s speech – and
become not just the largest budget airline cent of all bookings are now made online. the mid-market is under attack. However,
Hill sees commoditisation as the biggest
threat: “People can always build a club
cheaper than yours”. We must build
a brand, selling on emotional benefi ts
rather than price, he continued. Fitness is
about making people look and feel better.
It’s about combating illness. “We should
be able to build a brand around this.”
Key to this theory is going back
to basics – to hands-on passion and
getting service right. “We’re not in the
coffee business serving people. We’re
in the people business serving coffee,” a
Starbucks employee once famously said.
Fitness should also be approached from
Keynote speaker Kell Ryan
(centre), co-founder of Ryanair,
talks to delegates at the
IHRSA European Congress
54 Read Health Club Management online january 2009 © cybertrek 2009
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  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84
Produced with Yudu -