IHRSA EUROPE UPDATE


NEWS


true success by association john holsinger • director • ihrsa asia pacifi c


J


apan’s earthquake and tsunami continued to fill the news long after the event, and the local


fitness industry did not escape the devastation. Indeed, the FIA Japan has since indicated that more than 100 clubs sustained damage in the disaster, with 30 clubs still without a forecast for re-opening. These clubs are spread over seven prefectures and include both large chain clubs (with their own internal corporate support structures) and single- club operations that rely on their own work to “fill their rice bowls”. Electricity in many areas of Japan was


rationed after the disaster and re-directed to the affected areas; businesses were forced to cut their hours of operation to reduce consumption and contribute to the recovery. Other obstacles included the shortage of materials, manpower and energy to begin the restructuring. The best news out of this tragedy is that


there was no reported loss of human life at the clubs. The fi tness industry activated programmes and relief efforts country- wide and will communicate these plans to the global industry for its future support. John Boardman – director of Tokyo-


based Bravo Group – instructed his sales team to focus on service, as it was not


considered appropriate to push sales in these hard times. Such an attitude will certainly impact his corporate fi nancial position for the foreseeable future, but nonetheless the company is supporting the collective recovery efforts through the shoring up of club customers, as well as actively engaging in charitable activities. Meanwhile, following


Aftermath: The ‘no go’ zone in Christchurch, NZ


the earthquake in Christchurch, Richard Beddie and his FitnessNZ team have been busy with their fundraising and industry support efforts. With all of the clubs in the centre of New Zealand’s second largest city in the devastated ‘no go’ zone, FitnessNZ has been focusing on initiatives such as erecting and equipping marquees in parks and open spaces, offering trainers and their clients a place to train and maintain some balance in their lives. And Johannes Marx, MD of BSA-


Akademie and the German College of Prevention and Health Management, has offered to three- to six-month placements at affi liated clubs across Germany for some of the Christchurch


trainers affected by the disaster, to provide them with a meaningful way to earn a living during this diffi cult time. These are but three of the many


outstanding efforts of our industry to lessen tragic circumstances, all revolving around giving service: associations providing collective ideas and support for their members; impacted companies ramping up their service and reducing their footprint to help the collective good; and generous, unaffected supporters trying to fi nd a way to help the survivors remain productive members of society. What a fantastic industry we are in. It really brings home the IHRSA tagline of ‘Success by Association’.


ask the experts...... using technology to improve member retention


There are many ways to apply technology to enhance member loyalty and increase retention, according to Bryan O’Rourke, MBA, chief strategic offi cer and principal of US-based company Fitmarc. Start by using club software to track


member check-ins, offering discounts or other incentives when people reach certain thresholds of visits. Other new tools that offer similar


but more robust solutions using mobile technologies are emerging as well. FourSquare is a free mobile application that enables businesses to promote their offerings and allows members to ‘check in’ using their mobile smartphones. You could use this to create reward scenarios – for


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Mobile smartphone use is booming, and clubs should tap in to this


example, the ‘mayor’ of your health club gets a certain discount on smoothies. Another interesting mobile


technology application, that can reward visit frequency using mobile applications, is SCVNGR. This solution enables you


Read Health Club Management online at healthclubmanagement.co.uk/digital


to create different games that engage your customers/members. There are many new and emerging


solutions like these. Facebook Places is yet another example. What’s great about these applications is that not only are they free, but they fl ow into the social media space, creating buzz and offering a way to connect with people in your area using mobile technologies. You can entice prospective members with offers. Since mobile smartphone use is


expected to double in the US alone over the next 15 months, expect more health clubs to take advantage of these and other engagement and promotional solutions. Read more at ihrsa.org/industryleader


may 2011 © cybertrek 2011


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