FBC


UPFRONT


Q&A I


Tiffany Moffatt


What is one of the most successful programs, services or policies that you have introduced within the past few years?


n May 2018, we partnered with neighbouring RYU (Respect Your Universe) Park Royal location in West Vancouver to create a fitness sales promotion called “Get


Rewards That Move You.” As a municipal government or- ganization, partnering with local industry was considered very much outside the box for us. In fact, it hadn’t ever been done before.


After experiencing a


year of declining sales and attendance, man- agement was looking for ways to mitigate loss. In 2017, a new commercial club opened nearby and there was an explosion of boutique studios all offering savvy touch- point experiences that were difficult for us to compete with. The Facility Program


promotion with RYU of- fered promo cards with the purchase of a Fitpass to West Vancouver pa- trons and a two-week Try-it Pass to RYU guests. RYU Park Royal


reports that the 2018 Facility Program contributed to 50 percent of sales in the month of May, and West Vancouver Community saw a significant spike in personal training sales year-over-year. The “Get Rewards That Move You” campaign tied into


Move for Health month, which helped us populate our cal- endar with special events tied to the promotion. These in- cluded a health fair, featuring local health and fitness pro- viders and specialty fitness classes–including HIIT, Barre, Pound and Woga (wine with yoga)–offered at RYU Park Royal. The program was so successful, we are launching it


again this May with a new name, “Move Together, It’s Better,” and we’re adding a Passport to Wellness to drive patrons to move more. Participants who acquire 25 stamps during May will receive a $25 promo card to spend at RYU. Beyond the incredible bottom-line results of this pro-


gram, the opportunities it has created to foster relation- ships with like-minded community partners has been immeasurable.


Tiffany Moffatt health & fitness programmer West Vancouver Community Centre West Vancouver


12 Fitness Business Canada Spring 2019 I


n January 2018, I Iaunched O’Brien Fitness Global Online Coaching, an international online coaching service pro- viding health and wellness coaching and custom pro-


gramming to clients around the world. The internet has changed how we live and communicate through online shopping and Skyping, and it has created a new dynam- ic of business opportunities for both junior and seasoned entrepreneurs. As a locally established


Michelle O’Brien


medical fitness profes- sional and business own- er based in Winnipeg, I’ve never been interested in the traditional storefront brick and mortar fitness business or the associated large overhead costs. And I’ve never wanted to add to the already saturated fitness facility footprint in my city. I wanted to set myself apart from what everyone else was doing. Online coaching al-


lows me to connect with


clients anywhere in the world, whether they are local cli- ents who travel for work, parents who are busy with small children and can’t leave their homes, or people in other countries. Sometimes it’s me who is travelling for work or pleasure. The convenience factor breeds effortless schedul- ing while keeping my clients engaged the entire time. I cur- rently online coach clients in 16 different countries around the world. Social media, namely Instagram, and word of mouth re-


ferrals have been my most effective marketing tool. In fact I built a large client base in Asia from word of mouth and so- cial media exposure combined. I also use Instagram to edu- cate, motivate and inspire my 29,000 followers all from the comfort of my home. In a world where big box stores are disappearing in ur-


ban areas, because it’s more efficient to order online, health and fitness professionals need to embrace change and think outside-the-box-gym of our ever-expanding e-commerce world.


Michelle O’Brien owner O’Brien Fitness, Winnipeg


To suggest a question for a future Q&A, contact Stephen Longwell at stephen@fitnet.ca.


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