TECHNOLOGY: - Questex

TECHNOLOGY AGENT OF GROWTH

FOR THE HEALTH AND

WELLNESS INDUSTRY

OCTOBER 2020

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TWO MUST-HAVES ON THE ROAD TO CHANGE DIGITAL FITNESS AND HUMAN TOUCHBy Pamela Kufahl Director of Content Club Industry

THE TOP TECHNOLOGIES CHANGING THE FITNESS INDUSTRY

SUCCESSFUL FITNESS FACILITY OPERATORS ARE USING TECHNOLOGY IN CUSTOMER-FOCUSED WAYS

INCREASING NEW JOINS TO YOUR HEALTH CLUB THROUGH TECHNOLOGY By Aaron Verasammy national sales director ABC Fitness Solutions

WHY AN AI-POWERED MEMBER ENGAGEMENT ASSISTANT IS ESSENTIAL TO YOUR CLUBrsquoS COMMUNITY By Steve Ayers vice president Club Automation

ONLINE AND HYBRID FITNESS CLASSESmdashHELPFUL OR HYPE By Marilyn Cox vice president of marketing Clubessential Holdings

IN TODAYrsquoS SERVICE ECONOMY DATA DRIVES DEEPER CUSTOMER INSIGHTS By Garrett Marshall business development Xponential Fitness

AI AND HUMAN EMPATHY FOR FITNESS AND THERAPY By Clint Gehde co-founder and head coach Exer

CROSSING THE HYBRID CLUB FRONTIER By Andrew Evenson senior director operations and brand strategy FitnessOnDemand

VIRTUAL PERSONAL TRAINING MUST BE AN EXTENSION OF YOUR BRICK-AND-MORTAR CLUBBy Austin Cohen CEO FlexIt Inc and Justin Turetsky COO FlexIt Inc

TECHNOLOGY AND FITNESS A PARTNERSHIP THATrsquoS JUST GETTING STARTEDBy Kate Golden director of health and wellness operations Newtown Athletic Club

TECHNOLOGY AND THE HUMAN CONNECTION YOUR GYM MUST OFFER BOTH TO PROSPER By Jeff Esswein vice president of strategic accounts and digital content Freemotion

LEVERAGING TECHNOLOGY TO REACTIVATE GYM MEMBERSHIPS By Joe Hashey founder Level Up Your Gym

5 WAYS DIGITAL TECHNOLOGY ENHANCES THE EXERCISER EXPERIENCE By Life Fitness

TECHNOLOGY IS CHANGING THE PERSONAL TRAINER ROLE OF THE FUTUREBy Sheldon McBee personal training director Universal Athletic Club

THE NEXT 5 YEARS IS THE AGE OF HYBRID MODELS DIGITAL FITNESS COMPANIES AND AT-HOME GYMS By Mike Tan vice president of business development Lift Session

POST-COVID-19 FITNESS CONSUMERS DEMAND A NEW ERA OF COMMITMENT CONNECTION AND RESULTS By Tony Garcia founder and CEO MYE Fitness Technologies

HOW AI CAN ENHANCE WORKOUTS WITH DATA-DRIVEN PREDICTIONS By David Steel chief viral officer SneezeIt

THE HOUSTONIAN CLUB PIVOTS WITH TECHNOLOGY TO CONTINUE SERVING ITS MEMBERS DURING AND AFTER COVID-19 By Allie Clark marketing manager The Houstonian

5 TIPS FOR OPTIMIZING THE MARKETING EFFORTS OF YOUR FITNESS BUSINESS By Tim Sebold vice president of digital marketing soolis

FITNESS TRACKING TAKES ON MEANINGFUL AND IMPACTFUL INSIGHTS By Ruben Mejia chief of external operations SportsArt Americas

UNDER SIEGE HOW THE FITNESS INDUSTRY IS BEING DISRUPTED By Raj Sareen co-founder and CEO Styku

HUMAN CONNECTION THE SECRET INGREDIENT OF FITNESS TECHNOLOGY IN THE COVID WORLD By Laura Dunlop senior marketing manager Trainerize

TECHNOLOGY CAN HELP YOU LEAD YOUR TEAM TO SUCCESS IN THE POST COVID-19 ERABy Mark Koester director of fitness Active Wellness at the 92nd Street Y

OCTOBER 2020

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3 OCTOBER 2020

Throughout the health club shutdowns caused by COVID-19 I longed to return to my gym and my boxing studio but instead I

maintained an exercise routine by walking running and using some weights at home Both my gym and my studio offered online classes during the shutdown Lots of them But for some reason I was not open to participating

Then both facilities reopened and after about a month I ventured back into my gym I still havenrsquot returned to the boxing studio

True to my lifelong late bloomer status I just recently began par-ticipating in online training through a fitness app And where do I go to do my burpees planks jumping jacks and push-ups that are part of my daily workouts through this app I go to my gym Seems kind of strange I know But I bet more people do this than you may real-ize I donrsquot feel I have the space at home or comfortable flooring so I find a secluded corner of my gym where there are mats and better flooring to complete my online workouts

As of this writing Irsquove only been participating in this online program for two weeks but I already feel like the two instructors are my friends They have done an excellent job of creating a personal connection

When I miss a workout I feel like I have let them down as much as I have let myself down

I recount all of this because these two themes were recurring in our report the need to become a hybrid gym (one that offers online classes as well as in-person classes) and the need for personal connection If you donrsquot ensure you are offering both you will find it difficult to continue operating your business

The report has a lot of additional insights on how technology is an agent of growth for the fitness industry So many suppliers are here to help you as you will see in this report which has 16 sponsorsmdashthe most wersquove ever had for any report All of their articles and those of the club operators have great insights Please take some time to sit down and read what they all have to say

Sincerely

Pamela KufahlDirector of ContentClub Industry

wwwclubindustrycom

EDITORrsquoS LETTER

TWO MUST-HAVES ON THE ROAD TO CHANGE DIGITAL FITNESS AND HUMAN TOUCH

685 Third Ave 21st FloorNew York NY 10017

DIRECTOR OF CONTENTPamela Kufahl

MANAGING DIRECTORMarty McCallen

INTEGRATED MEDIA ACCOUNT REPCrystal Wheeler

MARKETING MANAGERTina Beebe

ART DIRECTORJordino De Los Santos

wwwclubindustrycom

This report is sponsored by

4 OCTOBER 2020

Technology is everywhere today in the fitness industry something that the Muscle Beach

crowd may never have guessed would happen 60 years ago But todayrsquos health clubs studios YMCAs and rec centers would be out of business if they didnrsquot change with the times mdash and that means incorporating technology

But what technology is having the biggest impact on the fitness industry today The following fitness professionals offer their thoughts on the topic

Mike RuckerChief Digital OfficerActive WellnessSan FranciscoThe technology that will have the most significant impact on our industry in the coming years is streaming digital fitness delivery We need to come to grips that

the fitness industry as we knew it pre-pandemic is never coming back Operators should be aware of three significant developments as it relates to fitness delivery through technology One the recent launch of Apple Fitness+ and its go-to-market price-point of $79 per year Apple Fitness+ lets anyone with an Apple device work out anywhere they want with slick video workouts from hand-picked charismatic fitness trainers Although its low price-point does not necessarily create

a price ceiling for digital fitness content Applersquos pricing strategy certainly applies downward price pressure on the rest of us Two the recent launch of Mindbody Flex at $59 per month Mindbody Flex gives users access to premium livestream classes from any of the thousands of Mindbody clients that opt into their digital fitness marketplace Mindbody has essentially created all the industry threats and opportunities that ClassPass did when it first launched mdash but instead of regional competition your club is now competing globally Three the undeniable continued force of hyper-personalized consumerism fueled in part by COVID-19 and stay-at-home orders The way our members are engaging with fitness from the convenience and safety of their home using state-of-the-art IoT mdash their Apple watches their Peloton bikes their Tonals etc mdash will remain the status quo until at least mid-2021 Even when health clubs come back in favor (and to be clear Irsquom confident they will) this rapid adoption of fitness delivered through technology will forever influence the experience expected by consumers as we advance What I believe we will see emerge from successful operators due to this disruption are omnichannel offerings that meet consumers where they are opening the door to entice them back into the club when they feel ready to do so We will also see novel hybrid membership pricing models emerge as health club operators find ways to adapt to new industry threats and changing member preferences


Digital fitness and how health clubs and studios can incorporate it seem to be top of mind for many fitness professionals

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5 OCTOBER 2020

Angela Manuel DavisCo-Founder and Chief Motivation OfficerAarmyNew YorkVirtual training is changing the fitness industry the most because it is literally for most training facilities the only and

safest option AARMY closed our doors in March due to COVID-19 on a Friday but by Saturday we were offering a full schedule for free on Instagram Live for 150 days straight During that time we were strengthening our craft and growing as coaches while training thousands of people through our phones That essentially prepared us to launch our digital fitness app which went live on Aug 17 2020 Through this revitalized fitness platform we connect with our athletes through engaging full-scale production like lights music camera angles and motivation for such a deprived period in time What people are missing the most is the sense of connection that our in-person sessions created And that can only be achieved digitally by pushing the limits of what a virtual training session can be AARMYrsquos fitness philosophy has always been about the equal importance of mental conditioning and physical training So what we have created is an elevated audible and visual experience to fully engage the mind so the body may follow suit One of the positives of this hyper-virtual age is that what once was an experience you had to map out time for is now available any time day or night right at the palm of your hand We have the opportunity to come out of this pandemic with a different mindset Although it is difficult we must choose wisely how we spend our time and energy

Leah SeacrestVice President of Fitness REGYMEN Fitness Baton Rouge LouisianaTechnology that supports the delivery of digital fitness serves as the biggest game changer within our industry It allows brands to grow their

vision values and community past their four walls by casting a wider net giving people access to that brand anytime and anywhere in most cases across the globe

Although the industry was slowly headed into digital COVID-19 ignited digital initiatives into

overdrive Brands quickly had the real need to pivot and find ways to stay connected to their communities as well as find other areas of revenue potential Business plans had to essentially be rewritten to include a studio being at the fingertips of anyone who carries a device or has the need to stay home

Much different than just a standard fitness video the vehicle of digital offerings coupled with equipment package offerings and high-tech wearables creates not only an extra revenue stream for fitness brands but also a chance for studios to keep people connected in a thriving community environment Of course gyms serve as an important social hub and itrsquos hard to compare the in-person experience to the digital one However digital fitness tries to combat this by the growth of online communities Through a screen or perhaps an app leaderboard people get some form of positive interaction so they feel like they arenrsquot in it alone

As technology becomes more sophisticated fitness brands shouldnrsquot turn a blind eye to the ways in which digital is reshaping our industry

At REGYMEN we are continually seeking out ways to deliver the REGYMEN experience to folks that may be miles away from one of our brick-and-mortar studios Staying at the forefront of the digital wave continues to be a topic of focus as our brand grows

Luke CarlsonCEODiscover Strength Bloomington MinnesotaThe advent of home exercise technology that utilizes streaming and subscription models poses the greatest change and threat to traditional

health clubs and fitness studios The streaming or digital experience can be developed and then sold over and over and over with high gross margins that allow for reinvestment in improved user experience robust marketing campaigns and attention from both venture capital and private equity The brand cache of Peloton is undeniable and unlike anything wersquove seen since the advent of Nautilus in the early 1970s

Traditional health clubs will be forced to offer a differentiated service experience while doing so with a reproducible cost structure Consumersrsquo on-going concerns around safety related to COVID-19 combined with health clubsrsquo and studiosrsquo historically poor ability to differentiate set the stage for these

6 OCTOBER 2020

in-home exercise experiences to become major disruptive forces to the health club industry

Wersquove seen Lululemon a company that was built largely by partnering with clubs studios and gyms of all kinds recently acquire the in-home fitness company Mirror for $500 million This acquisition positions Lululemon a longtime partner to gym operators as a direct competitor to the brick-and-mortar fitness experience and may foreshadow the disruptive change in how consumers experience exercise in the future

Greg MaurerVice President of Fitness Training and Education Workout Anytime Alpharetta Georgia

Therersquos no question that digital technology mdash specifically a digital ecosystem that provides the ability to do

individual and group workouts anywhere anytime with equipment and virtual coaching mdash is changing the fitness industry The COVID-19 pandemic has dramatically accelerated all digital fitness trends and consumers now have an expectation to be able to work out in and out of clubs with guidance and motivation To fulfill this expectation clubs must provide multiple options and tools including

bull A robust club app that allows members to get any club information they want whenever they want it that also has the ability to purchase and book in-club or virtual one-on-one and group sessions

bull Pre-recorded video on-demand workouts that members can perform at any time after workouts that fit their goals and preferences

bull Digital nutrition logging tracking and coaching to go along with in-club operations

bull Live virtual one-on-one small group and large group training sessions and classes

bull In-club classes that are simultaneously broadcast to members virtually so members are able to participate in the club and at home

Oliver Schulokat CEO CYBEROBICS (part of RSG Group which includes Goldrsquos Gym)I believe that digitalization will change the fitness industry in the long term because people wonrsquot necessarily have to go

to the gym to work out We at RSG Group see live streaming with interaction as a trend to reach even more people with fitness training support and entertainment than would ever be possible at a brick-and-mortar gym With live streaming people are able to do their workouts at home and on the go in a way that best fits their lives This digital interaction in combination with an adapted social media community makes it possible to train alone at home and still feel part of a group The coronavirus pandemic is an additional force that has continued to strengthen this trend

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7 OCTOBER 2020

Success today and in the future means keeping up with the technology affecting the fitness

business Plenty of technology is available to club operators but implementing all of it at your facility may not be the smartest move

Club Industry asked 10 fitness professionals to share how health club operators are using technology to be successful Here is how they see operators using it to match the process with the product improve and personalize the member experience offer fitness outside their doors and more

Andy PeatChief Product OfficerLift BrandsChanhassen MinnesotaThe clubs that use technology the best are the ones that match process with product Implementation of any technology in a club often falls

on deaf ears when rolled out only via traditional methods (email in-club posters etc) Fitness brands expect their tech to change the course of their membership base and that every member will jump on instantly The truth is that a 5 percent uptake

across a membership base is normal for any new tech offering in addition to a membership

The best execution of any member-facing technology is by implementing it into the memberrsquos journey when their engagement and motivation is at its highest point mdash at the start of their membership Showing value early in the sales process and how it will affect the memberrsquos end result will ensure that the member is accepting of the product before even purchasing a membership and more likely to take it on As an industry we find upselling to be harder than it should be If we include all technologies that will give the member the opportunity to succeed then we need to bundle it into the offering and trust that we get the value in the long run over the course of the memberrsquos lifespan

Examples of this is boutique operators who will give tangible goods as part of their joining fee (heart rate monitors boxing gloves etc) It is built into the offering therefore the member is expected to leave with the goods Having the process to ensure your members are shown the benefits of the technology and then following up post joining will enhance the likelihood of adoption Making the technology so sticky to the memberrsquos journey that the member starts to crave its usage is essential

SUCCESSFUL FITNESS FACILITY OPERATORS ARE USING TECHNOLOGY IN

CUSTOMER-FOCUSED WAYSTechnology is just technology for technologyrsquos sake unless it offers more

meaning and value to your members

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8 OCTOBER 2020

We see in rewardmilestone recognition when a member has a reward to work toward means they have broken their goal down into milestones and are taking their journey one milestone at a time The first milestone is always the hardest because it is new but once it is achieved that sense of reward will motivate the member to hit the next milestone and so on and so on Technology now has the power to give the member value outside of the club as well through tracking content delivery and social connection All club technologies are built to show value to the club and improve retention however the best tech offerings nowadays are often eco systems combining a number of technologies into one easy-to-use experience that lives both inside and outside of the walls of the club

Anthony WilkinsCo-ownerAlloy Personal Training for WomenSuwanee GeorgiaSince the fitness industry has been flipped upside down we must find ways to use technology to enhance

the client experience We do this through simplification and adaptability

As far as simplification goes current and prospective clients want to know that you have clearly communicated protocols that are followed by all team members Are they made to feel comfortable coming to the gym How is your equipmentgym cleaned and sanitized These questions will be top of mind for anyone deciding whether or not to come to your gym

Once back in the gym the next step is to keep your membersrsquo minds at ease by providing services such as touchless interactions for completing transactions Will clients have the ability to bookcancel sessions as well as pay for memberships and incidentals with limited or no human interaction

Lastly helping your clients understand how you will be handling sicknesses and their exposure to risk will be huge Will they be alerted directly and what are their options for their membership if they want or need to quarantine

As far as adaptability goes if you are not prepared to adapt to any and all coronavirus-related changes going forward you will be asking for trouble Your clients will want options to keep training that may not seem like your idea of

running a business but they are a must to survive If a client comes to you and wants to stay home for their safety or the safety of a loved one you will have to be able to offer them a solution Do you have live in-gym andor live virtual sessions You will not be able to control how your clients feel about their safety on any given day so you have no choice but to be prepared to ensure that their needs are met in whatever way will keep your business moving forward

Marjie WhittemoreOwnerStretchLab BurlingtonBurlington MassachusettsOne of the highlights of a StretchLab studio is the lack of technology Our studios are an open and communal space where we work one-on-one

with our clients taking them through an amazing assisted stretch routine that is customized for them We donrsquot hook them up to any devices our tables are stationary and we rely on a highly trained flexologist to help discover the proper stretches for each client However that all changed when we started using a body movement scanner called MAPS

The machine uses 3D technology that provides a complete summary of how well a client is moving MAPS stands for mobility activation posture and symmetry The client simply does three overhead squats in front of the camera The MAPS machine provides a score based on a one to 100 scale for each of these elements as well as a composite score It also shows the clientrsquos body and areas of focus Our trained flexologists can interpret these scores to better communicate with their client and create a customized flexibility plan based on the results After a month of assisted stretching we take another scan to check in on progress I have a StretchLab member who is a local firefighter and is very fit However we are working with him to increase his range of movement His overall composite score in one month only went up by four points but his mobility went from 32 to 54 in just one month Our clients know that they feel better after a stretch and move better but leveraging this truly accurate and insightful piece of technology allows me to prove that their weekly stretches with their flexologist are working to improve their range of motion and flexibility with a tangible score

9 OCTOBER 2020

Brent GallagherCo-ownerAvenu Fitness amp LifestyleHoustonThe most successful fitness facilities acted quickly to adopt everyday technology that soon became critical to their success

bull Live-streamed workouts kept our communities engaged on social media

bull Zoom-based personal training helped to pay the bills and the internet connected

bull Video text messages and email blasts built a bridge of trust between coaches and clients

Technology helped to save each one of our training facilities throughout this quarantined season

But behind every piece of technology is a passionate empathetic and vulnerable leader willing to try new ways to engage their community of clients and help make a healthy lifestyle sustainable throughout all the uncertainty

Yes technology created the platforms for coaches and clients to connect in unique ways But the most successful fitness facilities were the ones whose teams created a fully engaging training experience within the technology that kept their clients coming back for more

All the new fitness technology making its debut has led to cries of ldquogyms are deadrdquo And if we start to believe the hype itrsquos easy to lose sight of what makes the fitness industry truly unique our ability to look into someonersquos eyes build a relationship and ask them about their day

Itrsquos authentic human connection that enhances the right technology

The most successful fitness facility operators of today and tomorrow will be the ones who are willing to explore and adopt new technology offerings while staying true to the human dynamic that makes the fitness industry go round

Greg MaurerVice President of Fitness Training and Education Workout Anytime Alpharetta GeorgiaThe most successful clubs are rapidly development the digital platforms necessary to offer and provide virtual

services in several different ways Some clubs focus exclusively on providing these services at no extra

charge to build the value of membership and keep members from leaving during the pandemic Other clubs are including some of these services in key membership options while other services are fee-based Clubs are offering virtual services on an a la carte basis and members are adding options to their memberships for various fees Some clubs are also offering full digital club memberships and associated services

One thing is for sure virtual fitness is here to stay and clubs must develop these offerings to stay competitive in a rapidly evolving consumer fitness market

Jason StowellHealth and Wellness Division Director JCC of Greater PittsburghPittsburgh PennsylvaniaGone are the days where a member would join a big box club and limit their workouts to simply what they could do

in that physical location Today we have our smart watch to track our steps an app to track our food a big box club for weights and cardio and perhaps a membership to a boutique studio for a specific area of training interest There has been a major shift to a portfolio approach in our unique fitness journeys But as our industry continues to expand diversify and niche new members can be overwhelmed by the multitude of possibilities As if it wasnrsquot intimidating enough to start already now new members have to worry if they made the wrong choices as well

Over time we have seen major players such as Peloton Beach Body and varying ESports leagues continue to prove that connection and community are not exclusively in-person propositions Recent data also shows that customers no longer consider your digital and physical presence as separate experiences either Our industry is rapidly innovating around technology at a blistering pace due in large part to the Covid-19 pandemic As most of us do not have the capital to spend to compete against the aforementioned digital players as we pivot our business models it is fair to ask ourselves if we are seeing the end of days for the brick-and-mortar clubs

Let me assure you with this The television did not decimate the movie theater industry the radio did not destroy the concert industry and technological advances in fitness solutions and offerings will not

10 OCTOBER 2020

make our physical locations irrelevant either However what those disruptive innovations

did do is force those industries to rethink the user experience better define their points of separation and truly understand their unique value propositions

Today our industryrsquos most successful fitness owners and operators have begun taking that integrative approach to incorporating technology into their member success plans During the last few months there has been a major shift in which many personal trainers now require that their clients either already own a smartwatch or pay an initiation fee in addition to their session packages to cover the cost of providing them with one These personal trainers then incorporate tracking reviewing and coaching their clients through the data they can derive from these devices to improve upon their clientrsquos success The smartwatch has added a level of accountability to the personal training industry that previously was unavailable

Our future success as fitness business professionals will best be served by setting ourselves and our businesses up as professional health and wellness mentors who can help our members navigate the complexities of an ever-expanding and sometimes overwhelming industry

Melissa ChordockPresident AKTIrvine CaliforniaOur workouts integrate strength cardio interval and circuit which means a full-body workout Itrsquos the kind of workout that bridges the world

of fitness with dance So we knew we needed to utilize integrated technologies across multiple platforms to ensure an elevated experience every time We utilize heart rate monitors to track each memberrsquos individual heart rate throughout class which directly syncs to their AKT app to track their progress calories burned and results over a period of time based on their attendance AKT is results focused with technology to power member engagement and accountability and wersquove found that personalized performance metrics along with new choreography every three weeks has become a place to start conversation foster community and keep members engaged with their fitness goals and studio

Michael PiercyOwnerThe LabFairfield New JerseyGoing forward I feel that the most successful clubs studios and facilities will be using technology to create an all-encompassing wellness and

fitness experience This experience will not only address fitness goals but also overall safety and wellness If we just look at the elements being utilized to create a safe environment for sport right now as an example we see tools such as the Oura Ring being utilized to track metrics such as heart-rate variability resting heart rate body temperature trends and sleep data allowing professionals to have a clearer picture of overall health of the clientathlete

With Covid-19 measures taking center stage and becoming a factor as we enter what we all see as the new normal there will be a need for studio owners to utilize a more robust set of data and benchmarks beyond heart rate and calories As studio and performance facility owners we will be called on to use data and technology to not only help our clientsathletes move more efficiently and effectively toward their goals but also to help them gain an overall picture of their health post pandemic

Tevia CelliVice President of Experience CycleBarCosta Mesa CaliforniaWe quickly realized when Covid-19 hit that we needed to create a virtual platform to onboard instructors for our

existing and new studios Our instructors embody the CycleBar ride experience so it was key that we could create a system that was seamless and maintained our high standards for recruiting and coaching instructors Using our learning management system for educational material quizzes and using Panopto our video platform we created a virtual bootcamp Our system allows candidates to review a series of videos take quizzes and then upload a series of videos for our education team to review and approve As a result of this new platform we are seeing a more efficient on-boarding process and higher passing rates Our candidates also benefit from one-on-one coaching from our senior master team which produces next-

11 OCTOBER 2020

level talent As we continue to grow nationally and internationally we will continue to use this technology to efficiently onboard our rock star talent

Victor BaoSenior Vice President of MarketingRetroFitnessColts Neck New JerseyThe way consumers are using technology especially during these unprecedented times is changing every industry and

ours is no exception At Retro Fitness our technology roadmap was in progress long before the pandemic but it has since accelerated and transformed to meet new consumer needs as a result Other successful health clubs are doing the same focusing on how to deliver a great member experience both in person and through technology providing greater safety and convenience for members

Todayrsquos consumer wants to be more in the know than ever This means that developing the mobile app new technologies such as artificial intelligence and QR codes and leveraging social media are not options for a health club mdash they are requirements The relationship-building between members and staff has changed relying on more personalized messaging generated from customer relationship management technology to drive authentic communication at a time when members are looking for that sense of community

Most importantly the health club is an extension of healthcare As such successful clubs are providing unique content across their channels in addition to fitness such as healthy recipes ways to manage stress relief mental health resources etc putting their brands in the hands of consumers in a meaningful way

Oliver Schulokat CEO CYBEROBICS (part of RSG Group which includes Goldrsquos Gym)Only a handful of fitness chains currently employ digital fitness solutions systematically leaving the market to providers who are

not originally from the fitness industry The goal must be to digitally extend and make workouts available not only in clubs and studios but also at home and on the go This allows members to remain true to their brand mdash wherever and whenever they decide to exercise As a result members train more often achieve their

goals stay motivated and retain their memberships

Matt WrightVP of Personal Training amp ProgrammingCity Fitness Philadelphia Utilizing technology in the fitness industry is not an option at this point mdash itrsquos a non-negotiable When I say technology this isnrsquot

just about how we communicate via email or social the virtual workouts we offer or the wearables we supply Itrsquos about everything that tech allows us to do so we can better run our businesses to make a positive impact on our membersHere are my top three ways successful health clubs and studios are using technology1 Health club operators are learning to better tell their story via online channels whether it be through their websites or use of social media Itrsquos important for members to know who you are before they come to your health club and what they can expect Irsquove seen a major influx of businesses promoting online rebuilding their website and connecting with their members via these platforms Whatever your marketing spend was double it because it will make all the difference 2 Virtual programmingworkouts are here to stay so donrsquot be a laggard Bringing your in-club studio experience into the living room of your members has many benefits Members who arenrsquot comfortable returning to your facility can stay connected to their favorite instructor through online programming Members who travel for work can take your club with them Members who donrsquot have a lot of time but want to get their workout in can jump on for a 20-minute yoga or mindfulness session The clubs that are doing this the best are making investments in the quality of the production mdash the space the camera the sound the workouts Each and every one of these areas has to be an area of emphasis or the Mirrors Pelotons and apps of the world will steal your business 3 Connecting with your members at a deeper level through video messaging and communications takes the next step in customer service and experience Gone are the days of lengthy emails that are barely opened Health clubs are starting to share club updates and information with video to connect with their members Whether itrsquos a video message from the CEO explaining health and safety protocols or their favorite trainer giving a workout tip members love being able to hear and see you Wersquove seen how prevalent this has become with social media and itrsquos time we utilize what we have learned to help build our businesses

12 OCTOBER 2020

With more than 12 million new members joining fitness clubs since they reopened in April

retaining members and attracting new joins is top of mind for every club operator Club operators arenrsquot on their own in navigating this new reality 2020 will likely be the year when gym owners who recognize and apply smart technology strategies to engagement efforts will pull away from the pack and achieve success faster

Tout the Tech You Are Using Club operators nationwide are fighting to educate both policy makers and consumers and itrsquos on all of us to change the conversation and take advantage of the facts we know With incendiary headlines such as ldquo59 Percent of Americans Donrsquot Plan to Renew their Gym Memberships After Covid-19 Pandemicrdquo (CNBC) and ldquoMost Americans Believe Gyms Will Become Thing of the Past After Coronavirusrdquo (New York Post) keeping prospects and members educated and engaged is the name of the game

Consider all you are doing to automate and encourage safety in your club and use your team and your marketing to highlight these efforts Yoursquore managing capacity at check-in sharing current capacity with everyone entering your club and making check-out simple and seamless Group classes have always attracted new members so donrsquot discount the power of the virtual classes your staff has been working hard to produce and promote them to members to entice new memberships mdash and consider new membership types to support them

Use Sales Automation to Personalize Equipping your staff with not just messaging but also the tools to succeed should be at the top of your to-do list Todayrsquos prospects want a club thatrsquos easy to do business with By automating prospect management call frequencies emailtext message follow-up and more you can keep your sales team focused on closing new members and serving current ones Consider personalizing your communication approach by enabling your staff to

easily look up sources such as digital media prior to any outreach

The usefulness of sales automation technology isnrsquot limited to new members it can be leveraged to grow revenue from your existing base with well-timed nudges to upgrade membership packages or purchase other upsells Our data shows that people who are 26 to 35 years old are the most active in new member joins since clubs started to reopen indicating that the effectiveness of an integrated approach has never been greater

Measure Measure MeasurehellipSmarter The COVID-19 pandemic forced operators to take a hard look at their cash flow operations and general member sentiment The industry should continue to be diligent about focusing on these areas

Survey technology is more accessible than ever which can help uncover membersrsquo thoughts on returning to the gym and their safety priorities Regular surveys can help you to stay on top of your membersrsquo evolving preferences gauge how theyrsquore responding to your efforts and capture selling points that your team can weave into new member marketing and sales efforts

As clubs benchmark themselves against their own 2019 metrics donrsquot forget that there are industry reports available to compare yourself against national statistics and state trends Understanding your recovery curve and member sentiment (and how they stack up to the competition) will give you a solid starting point for the rest of 2020 and the years to come

BIOAaron Verasammy is national sales director for ABC Fitness Solutions In this role Verasammy works closely with gym owners to leverage technology to help solve health club challenges by determining the best solutions for their business He has more than 20 years of experience in the fitness industry including previously owning and operating a successful health club

INCREASING NEW JOINS TO YOUR HEALTH CLUB THROUGH TECHNOLOGYTechnology can help attract new members to your club with automated communications

marketing and performance benchmarks

BY AARON VERASAMMY NATIONAL SALES DIRECTOR ABC FITNESS SOLUTIONS

SPONSOR ABC FITNESS SOLUTIONS

13 OCTOBER 2020

Strength comes from the core

Now ABC is positioned to bring the same foundational strength to your health club We know whatrsquos needed to grow your business and help you provide the best member experience Our comprehensive club management solution can be configured to support your unique business model Modules range from Member Acquisition and Revenue-cycle Management to all-new reporting and insights delivered in real time Find out why nearly 16000 clubs and 150000 fitness coaches trust ABC to deliver powerful results

Take your performance to the next level with ABC Fitness SolutionsOur core is your strength

Learn more at abcfitnesscom

OR CALL 1-800-551-9733

14 OCTOBER 2020

How do you measure success For health club owners it could be turning a profit adding

hundreds of new members or even creating and maintaining a loyal member community

Astute club owners know that a committed and loyal member base is their clubrsquos most valuable asset To properly give members the attention they deserve communication is key Your staff has the in-person interactions covered but relying only on face-to-face exchanges for member engagement leaves a huge gap in connecting with members who may be away from your facility due to reasons such as COVID-19

Meaningful member engagement is essential to running a health club but scaling personalized attention becomes difficult as your membership grows To alleviate the burden of mass member communication many club leaders supplement their staff efforts with the help of artificial intelligence (AI) By automating portions of the communication process club staff ensures sustained member engagement while making more time for in-person connection Some of the countryrsquos most successful clubs incorporate AI into their communication processes Once it began to use AI to communicate with members and leads Healthworks a multilocation Boston-area womenrsquos health club won back 19 former members in a two-month period resulting in $45000 in membership revenue and $20000 in ancillary spend They acquired 16 joins through an AI re-engagement campaign and team members saved an average of 10 to 15 hours per week

Surprising SentimentAlthough it seems counterintuitive to rely on an inhuman solution to strengthen human interaction the abundant benefits of doing so should convince you otherwise Not only does AI offer faster and more consistent response times than staff but members often comment about how polite and nice the associate theyrsquore emailing with is without realizing theyrsquore interacting with AI

Most clubs already use a marketing platform to organize mass email campaigns for members Utilizing AI takes this automation to the next level by replacing impersonality with individualized attention Rather than simply alerting members of new offerings through a targeted email campaign a member engagement assistant can chat with hundreds of members at once and even use findings from conversations to suggest additional packages and upsell members

Honest Feedback One of the best resources in determining how to best serve your members are your members themselves

With a traditional form survey or open-ended request for suggestions members are often left wondering if anyone is hearing or heeding their advice However by soliciting feedback through AI members know someone is listening on the other end and they feel comfortable to ask questions and dive deeper into their thoughts which enables you to better serve your community as a whole

As the health and wellness industry treks into the future artificial intelligence will undoubtedly remain a part of the conversation An AI-powered member engagement assistant could be the answer to your communication woes and just the thing to take your club to the next level

BIOSteve Ayers is vice president of Club Automation a best-in-breed club management solution that is part of the Daxko family of brands A veteran in fitness software and payments Ayers has held previous roles as a chief revenue officer and chief financial officer He is also a franchise owner of Workout Anytime Club Automation works in partnership with Conversica to provide its users with an AI Member Engagement Assistant Learn more about Club Automationrsquos Member Engagement Assistant at clubautomationcomconversica

WHY AN AI-POWERED MEMBER ENGAGEMENT ASSISTANT IS ESSENTIAL

TO YOUR CLUBrsquoS COMMUNITYMeaningful member engagement is one of the keys to your health clubrsquos success

Your staff is maintaining the in-person member connectionmdashwhy not look to AI to foster the relationship outside the club

BY STEVE AYERS VICE PRESIDENT CLUB AUTOMATION

SPONSOR CLUB AUTOMATION

15 OCTOBER 2020

(847) 597-1764 clubautomationcom infoclubautomationcom

LEARN MOREStay connected to your members with the management solution driven by clubs

BE THEIR LEADER

16 OCTOBER 2020

In March 2020 we watched as the more than $85 million fitness bubble burst A COVID-19 Fitness

Survey conducted by Harrison Co in April 2020 reflected $10 billion annually could leave the club sector much of it for home fitness options

Offering online classes appeared to be the best approach for studios However the challenge was two-fold pivoting to digital platforms and encouraging members to participate

The Rapid Growth of Virtual OfferingsFitness studios quickly enacted plans for virtual classes to align with the 40 percent of Harrison survey respondents exercising at home for the first time For our customers Barre represents 48 percent of their online classes Pilates 24 percent indoor group cycling 14 percent and yoga 9 percent HIIT and circuit training constitute 3 percent of online classes perhaps due to equipment restrictions or the absence of direct coaching

Hybrid Models Are the Present and the FutureThis isnrsquot to say the in-class member experience is over As more studios reopen analytics prove members are returning More intriguing is the shift to hybrid models In March and April 70 percent of studios offering virtual classes were only offering virtual classes Today about 90 percent of these virtual clubs are running a hybrid model with 96 percent of virtual sessions occurring through Zoom Armed with this data what should studios do next

Consider Multiple Fitness ModelsHybrid fitness models are here to stay Even as studios reopen operators expect only 25 to 30 percent of people to return to in-person classes with the rest accessing classes digitally This provides your studio with a competitive advantage to expand your market beyond your region and provide more class packaging options for the cost-conscious customer Consider both live-streamed and pre-recorded classes

Extend the Member ExperienceNot all members will rush back into the studio so communication management must extend beyond the four walls of the club You must be accessible to your members when and where they need you Automated communication tools allow studios to do things such as introduce members to new class procedures and updated waivers

Deliver a Contactless Experience VirtuallyJust because you canrsquot greet members in-person doesnrsquot mean you canrsquot create a concierge-level fitness experience Notify members about new digital class openings or class schedules Encourage check-ins and reviews on social media to drive brand awareness Promote registration and check-ins for virtual classes via SMS or your app Create and personalize SMS outreach to engage at-risk members mdash ldquoHow are yourdquo and ldquoWe miss yourdquo can go a long way Include photos of trainers stretching or working out to keep your members feeling connected

The Light AheadWe know this wonrsquot last forever but we donrsquot know what the other side looks like so itrsquos imperative that you engage your members regularly Listening to them will help ensure that you are part of whatever the future holds

BIOMarilyn Cox is the vice president of marketing at Clubessential Holdings the parent company of ClubReady With almost 20 years leading turnaround marketing efforts her experience spans a variety of industries including technology sports and entertainment financial services life sciences and healthcare More recently shersquos focused on the fitness private club college athletics and parks and rec industries She received her BS in political science from The Ohio State University and is studying for her EMBA at Xavier University For additional best practices and industry insight visit the ClubReady resource center

ONLINE AND HYBRID FITNESS CLASSESmdashHELPFUL OR HYPE

With a spike in at-home fitness offerings after COVID-19 shuttered in-person classes more studios are pivoting to a hybrid fitness model Here data to help choose which option works best for you

BY MARILYN COX VICE PRESIDENT OF MARKETING CLUBESSENTIAL HOLDINGS

SPONSOR CLUBREADY

17 OCTOBER 2020

18 OCTOBER 2020

Within the past few months a tremendous amount of activity has occurred in fitness technology

Peloton released its fourth quarter earnings report posting $600 million in quarterly sales and $150 million in EBIDTA Apple unveiled its new digital fitness subscription called Fitness+ Cycling fitness app Zwift raised $450 million in funding and announced its ambitions to be the latest fitness provider to manufacture a connected fitness device

With the abundance of innovation happening in the fitness business it can be easy to be captivated by the technology and lose sight of the more fundamental transformation that is occurring consumers are expecting greater access and convenience than ever before Never has this idea been more pronounced than in the wake of COVID-19 which has greatly exposed (or closed) gym operators reliant on a single access point to their product or service

Like many other businesses in the industry Xponential Fitness has been forced to recognize that independent product channels are dead We are living in a service economy that requires doing business in multiple dimensions As Tien Tzou describes in his book ldquoSubscribedrdquo in the former product era suppliers were at the top of a channel and the consumer was at the bottom receiving whatever came down Fifty years ago consumers only had access to the product options that were supplied at local stores Today consumers are at the center of supply they are surrounded with product choices and possess more control than ever before Technology has reduced or eliminated historical supply barriers Greater consumer optionality has increased competition Most purchases in the service economy are easy for the consumer to move in and out of Consumers expect services to provide immediate and ongoing fulfillment of their needs

We have found that multiple products are required to keep up with this demand and to remain relevant Our taxonomy of product options has further expanded with the pandemic to include

single sessions package pricing recurring package pricing and unlimited membership options that are redeemable in-studio digitally in-app or via local live stream We sell B2B D2C and through strategic partners

With so many touchpoints it is more crucial than ever to have real-time concise and actionable data in order to calibrate targeting positioning and pricing strategy for each product Although each of our products leverages some unique combination of our

core competencies each product is tuned to appeal to a certain customer type

Data is helping us recognize that although all of our customers want a premium experience and community to drive them toward their fitness aspirations there are distinctions that define the customers on each medium We recently implemented a data analytics and artificial intelligence platform called CIPIO (Customer Intelligence Platformio)

that for the first time has removed the necessary evil that comes with omnichannel strategy-siloed data Tools such as this provide holistic transparency into customer behavior cross-funnel and cross-medium As customer relationships become more multidimensional and less linear we anticipate the importance of this type of analysis to increase

BIOGarrett Marshall who works in business development at Xponential Fitness has nearly 20 years of experience working on the growth side of the fitness industry His experience has included developing strategy and innovation executive leadership

business development strategic partnerships and driving technology Marshall has contributed and led several successful businesses ranging from startup to IPO Along the way he received four Inc 5000 awards several innovation awards and IHRSArsquos Rising Star Award

IN TODAYrsquoS SERVICE ECONOMY DATA DRIVES DEEPER CUSTOMER INSIGHTS

Xponential Fitness has found that todayrsquos customers require multiple products so it must dig deeper into data to meet multidimensional customer relationship needs

BY GARRETT MARSHALL BUSINESS DEVELOPMENT XPONENTIAL FITNESS

ldquoToday consumers are at the center of supply they are surrounded with product choices and possess more control than ever beforerdquo

19 OCTOBER 2020

The $94 billion fitness industry is constantly reinventing itself Digital fitness is currently

valued at $7 billion and is estimated to reach $274 billion in 2022 at a forecasted compound annual growth rate of 326 percent That means digital is growing 10 times faster than the traditional fitness industry Some of the largest tangential brands are entering the space including Apple with its Fitness+ launch and Lululemon which acquired Mirror The artificial intelligence (AI) market is one of the fastest-growing technology industries (4339 percent CAGR) so itrsquos no surprise that these industries have found each other

Apps in-home hardware and wearables offer personalized fitness plans based on fitness levels goals and schedules and can correct workout form give real-time feedback and measure performance AI tools are enhancing business practices as well automating time-intensive tasks and driving sales with on-demand customer experiences It might seem like AI could replace fitness professionals entirely so itrsquos no wonder the industry is hesitant to adapt

So how do we prevent the industry from losing its soul

Since COVID-19 clubs and studios have been forced to shut down and adjust to a new reality National gym chain 24 Hour Fitness filed for bankruptcy and permanently closed 100 US locations Almost 90 percent of Classpassrsquo 30000 gym and studio partners around the world indefinitely closed physical locations This moment has fitness industry professionals feeling disconnected and isolated but we can leverage AI to rebuild and strengthen our communities We can deploy AI with empathy We can wield it as a tool to enrich our relationships and to grow our businesses The human touch is what bridges the divide between technology and fitnessmdashthey are not mutually exclusive

AI coupled with empathy can positively enhance the fitness and physical therapy industries in four ways1 AI can create a virtual community Coaches (the human kind) still need to bring experience skill and unique insights to sessions so that virtual workouts

feel no different from in-person classes 2 AI will enhance the in-home physical therapy experience With AI-powered apps the patient gets detailed instruction on their form and recovery program Physical therapists maintain their position of expertise can provide necessary intervention and can maintain a strong connection to each individual with verifiable data 3 Coaches will increasingly use AI to prescribe customized workout and wellness plans Those programs wonrsquot supersede the psychological elements Coaches are better able to hold people accountable People want to be coached by people And itrsquos human nature to seek approval and acknowledgment from peers AI will simply enhance those relationships 4 A richer digital experience augmented with better data means that AI will unlock access to better fitness and wellness resources What used to require in-person interactions can now scale to anywhere with internet connection

Wersquore already seeing better outcomes as a result of AI more effective guidance faster progress fewer injuries and expedited recovery Where AI can relieve business challenges and handle time-intensive tasks relationships get more attention and communities become stronger Itrsquos critical that AI in the fitness and medical fields is deployed to complement the human experience and enhance the connection AI is not a zero-sum gamemdashitrsquos a partnership that takes our industry to the next level

BIOClint Gehde is the co-founder and head coach at Exer a fitness AI startup that builds tools to empower coaches and practitioners Exerrsquos Studio app delivers motion tracking accountability and engagement tools to virtual fitness workouts using devices people already own Exerrsquos PT app (in beta testing) enhances patient sessions both in and out of clinic to increase adherence to protocol and maximize positive patient outcomes For more information email supportexerai

AI AND HUMAN EMPATHY FOR FITNESS AND THERAPY

When coupled with empathy implementing AI can positively enhance the fitness industry in a multitude of ways

BY CLINT GEHDE CO-FOUNDER AND HEAD COACH EXER

SPONSOR EXER

20 OCTOBER 2020

21 OCTOBER 2020

In 2020 the US club industry has proved its resilience Wersquove weathered lockdowns safety

protocols and changes to classes and we still managed to provide exceptional fitness experiences A big part of that success came down to clubs pivoting toward a new frontier the hybrid club where member experience isnrsquot just about what happens on-site but also in their homes via on-demand and streaming content Letrsquos take a closer look at how the hybrid club can work best for members and operators

Scaling to Meet Shifting Member NeedsMembersrsquo desire for more convenience more workout options and greater flexibility from clubs isnrsquot new but the pandemic accelerated expectations Gym closures and the newfound ability to stream club content at home mdash and around membersrsquo schedules mdash supercharged the idea that classes and workouts should be accessible everywhere Club operators seeking to meet this growing need shouldnrsquot look to simply offer streaming and on-demand content but also to provide a portfolio of specialty workouts wind-downs and other wellness features to replicate the in-club experience

Balancing On-Site and On-Demand Classes Hybrid clubs must achieve a balance between on-site and virtual classes Whichever option a member chooses there can be no difference in the workout quality or the brand experience A well-integrated live and virtual class offering can have other benefits too Because COVID-19 safety protocols forced clubs to reduce physical class sizes some members have reported difficulty in getting a spot in live classes Hybrid clubs are now employing instructor streaming and on-demand classes either in-club during off-peak times or at home on membersrsquo own schedules

Make Fitness Choices the Same In-Club and At HomeA successful hybrid model ensures diversity of content and easy access to curated content The best hybrid portfolios must also match live classes with virtual counterparts in all areas instructor-guided and solo

content in cycling HIIT core strength specialist workouts and stretch

Choice is critical when replicating live workouts with virtual options That means diversity but also short-form content mdash 12 to 20 minutes for members who need a quick workout fix at home or want to add to a free weights or strength training session at the club For balanced content portfolios keep these factors in mind1 A duration of 12 20 45 and 60 minutes for classes and workouts offer maximum versatility within club and membersrsquo fitness schedules2 A combination of must-have classes (yoga HIIT cycling core-strengthening) as well as trending or emerging content from well-known instructors and brands to keep members engaged and coming back for more3 Virtual accessibility anywhere touch-screen in the studio on a mobile device within the club or via on-demand streaming services provided by the club to members on their own smart devices or home TVs

Engaging Members at the Right TimesA final element to think about when creating your hybrid model is marketing your classes around events occurring in the real world For instance there is a surge in interest in group cycle classes during the Tour de France a rush to treadmills during virtual marathons and so on These windows make excellent opportunities for marketing your clubrsquos hybrid offerings whether in-club or at home

BIOAndrew Evenson is senior director operations and brand strategy FitnessOnDemand FitnessOnDemand is a global leader in the collection curation and provision of high-quality premium digital fitness content from some of the worldrsquos leading names and experts in personalized fitness The FitnessOnDemand platform provides members access to high-quality fitness content both on-site and outside the club Evenson and FitnessOnDemand can be reached at aevensonfitnessondemand247com or wwwfitnessondemand247com

CROSSING THE HYBRID CLUB FRONTIERBest practices for a seamless integration of live and virtual club classes and content

BY ANDREW EVENSON SENIOR DIRECTOR OPERATIONS AND BRAND STRATEGY FITNESSONDEMAND

SPONSOR FITNESSONDEMAND

22 OCTOBER 2020

FitnessOnDemand puts your users in control giving them instant access to the workout they want when they want where they want

877-474-0505fitnessondemand247com

Contact us to take advantage of this offer

UNLIMITEDFITNESSV I R T U A L L Y A N Y W H E R E

NO PAYMENTSUNTIL 2021

Offer Ends October 31 2020

Whether your users are on-site at your facility at home

or on-the-go convenience and variety of premium fitness

programming is a key ingredient to keeping your users engaged

Our GROUP platform allows you to activate your on-site fitness

studio 247 while FLEX allows you to extend your fitness

offerings to your users via mobile and web for anywhere access

VALUE-ADD BENEFIT

RETENTION TOOL

SUPPLEMENT PROGRAMMING

23 OCTOBER 2020

As clubs have reopened after the COVID-19 shutdowns and dedicated members have

returned it is clear that fitness-goers need and want brick and mortar gyms At the same time itrsquos clear that fitness apps virtual workouts and other technology are changing fitness faster than ever Rather than viewing technology as a threat owners and operators should see it as a means of extending their reach In the face of the pandemic and its challenges owners and operators need to find new ways to engage with the public and bring in revenue Virtual personal training is an easy way for clubs to increase revenue reactivate lapsed members increase reach and re-engage with furloughed trainers A survey conducted by the Personal Trainer Development Center found that 58 percent of trainers lost their income due to COVID-19 Many took their talents online and now 83 percent say they plan to continue working online Clubs must capitalize on if they want to continue growing in a post-pandemic world

Virtual personal training can serve as a first-step for returning members and can broaden a facilityrsquos reach but to optimize the experience technology must be designed for training from the ground up Virtual training can also help clubs retain top trainer talent at no cost Trainers added to this offering under their gym brand are more likely to stay with the gym and are keen to reactivate once normal in-gym operations and demand resume Instead of having to hire a new batch of trainers operators can continue to work with their existing trainers while slowly and carefully returning to normal This approach has been welcomed by returning trainers who are able to monetize their time and train clients that are unable or unwilling to return to the club

For clubs that desire a custom experience virtual personal training can be white-labeled as an internal solution to each clubrsquos specifications

so it looks like a native part of a clubrsquos offering Doing so helps operators build their brands and extend their influence and reach which is important to the growth and success of any business but particularly to health clubs In our high-speed digital world people are increasingly interconnected all over the country Clubs may start as localized businesses but extending the brand to new areas can be a huge advantage Virtual personal training gives clubs national reach and exposure without any additional capital outlays The clubs that will thrive after the pandemic are those that are quick to adapt build out their digital footprint and allow trainers to begin working virtually

BIOAustin Cohen is president and CEO of FlexIt He

has experience in strategy business development finance and capital raising across the consumer health and wellness sports entertainment and technology verticals He has spent much of his career in venture capital as well as operational with early-stage companies Cohenrsquos short-term goal with FlexIt was to share his passion for fitness with others and make it accessible for everyone In the long-term his goal is for FlexIt to become the ultimate means for consumers to discover try and join new fitness facilities and offer live training in the FlexIt network through virtual personal training

Justin Turetsky is COO of FlexIt He received his BA from Columbia University Much of Turetskyrsquos professional experience lies in company growth and expansion at large global law firms and emerging tech companies Before joining FlexIt he worked on international and domestic expansion efforts for MampA and private equity practices of large global law firms He also has experience in finance and risk management

VIRTUAL PERSONAL TRAINING MUST BE AN EXTENSION OF YOUR

BRICK-AND-MORTAR CLUBThe return of members after the COVID-19 shutdowns should

prove to health club operators still viewing technology as a threat that technology is instead a vital element for their survival

BY AUSTIN COHEN CEO FLEXIT INC AND JUSTIN TURETSKY COO FLEXIT INC

SPONSOR FLEXIT INC

24 OCTOBER 2020

A no-cost fully customized solution to

Extend the reach of your club

Acquire new members

Increase revenue

Virtual PT has given us the opportunity to connect with our members during closure and reopening in a new way Providing options for how our members experience the Blink offering is increasingly important This platform allows them to get a high quality Blink experience wherever theyrsquore most comfortable

mdash D A V I D C O L L I G N O NS V P O F O P E R A T I O N S B L I N K F I T N E S S

Revenue + Reach

Virtual Personal Training

Get started today flexitfit infoflexitfit

25 OCTOBER 2020

Technology has become a larger part of the fitness industry for the past 20 or more years

forever changing the businessmdashfrom enhanced member management systems to customer relationship management systems websites social media apps workout data and user accounts for equipment health assessments and body scanners class registration wearable devices and now the hot trend of virtual and on-demand fitness

But we are just getting started The latest generation to hit the

workforcemdashand already accounting for 20 percent of the populationmdashis coined the ldquodigital generationrdquo so if we plan to stay relevant we will need to ensure we have a strategy to deliver both high-touch and high-tech services and products to this generation

The Newtown Athletic Club (NAC) Newtown Pennsylvania was in the process of implementing online group classes and already provided workouts for members via our mobile app before temporarily shutting our doors in March 2020 due to the COVID-19 pandemic However COVID-19

pushed us into high gear to build a library of classes for our members to continue to work out with us while our doors were closed We partnered with a company that was able to livestream our classes via an online secure platform store classes for on-demand use and allow up to six members to

see each other during the class to keep the feeling of community that we strive to create each day

This is just the tipping point of how technology will continue to enhance our ability to expand our reach past the 18-20 percent penetration we have seen in previous years The NACrsquos virtual options have allowed us to not only engage with our current members but also reach thousands of subscribers outside of our normal membership base on a digital

platform in the comfort of their own homeFive years ago Emmett Williams the CEO of

Myzone was presenting at a local Medical Fitness Association conference and he asked the audience how we were evolving to become a ldquobrick-and-clicksrdquo model Then he described the importance of aligning your brand and values with your online

TECHNOLOGY AND FITNESS A PARTNERSHIP THATrsquoS JUST GETTING STARTED

To break through to the other 80 percent of the population who donrsquot belong to health clubs the fitness industry will need to rely on technology to attract engage and retain them

BY KATE GOLDEN DIRECTOR OF HEALTH AND WELLNESS OPERATIONS NEWTOWN ATHLETIC CLUB

ldquoTechnology will continue to help our industry break through the 18 to 20 percent penetration rate and take us to the next levelldquo

PH

OT

OG

RA

PH

Y G

ET

TY

IMA

GE

S

26 OCTOBER 2020

presence For example Nordstromrsquos is known for its customer service so its online presence needed to reflect this core competency as well Therefore Nordstrom allows for free delivery and hassle-free returns It also has a video for each garment to describe the item and it allows the consumer to shop by brand keeping the boutique experience present online as it is in store Technology has allowed many organizations to become a ldquobrick-and-clickrdquo operation and expand their normal client base The fitness industry is no different

Just like in the retail industry technology can now provide club operators the ability to create their own brick-and-click model easier than ever before It could be an added perk to your current membership base or a new revenue stream However the online portion of our industry is here to stay and

will continue to grow for years to come

Through technology we have been able to connect with consumers who were previously timid or scared to walk through our doors As the trends continue to change from the focus on the physical difference exercise makes to the internal health difference we will be able to use technology

to track outcomes and use HIPAA-compliant software systems to manage a personrsquos well-care The data we have on our members can seamlessly be sent back to their primary care physicianrsquos office and vice versa At the NAC physicians can choose Tharen an RX plan inside of our local health systemrsquos electronic medical records system and receive referrals directly

into our software Technology will continue to help our industry

break through the 18 to 20 percent penetration rate and take us to the next level From predicting health concerns based on data collected and providing an intervention that can be delivered through telehealth livestream workouts and more to one day having your favorite instructor not only in

your favorite clubrsquos studio but as a hologram that appears right in your home with you mdash itrsquos coming

BIOKate Golden is the director of health and wellness operations for the NAC She worked in the human resource field for eight years before joining the fitness industry She currently oversees all fitness and wellness operations for the club

with her main focus on increasing ancillary revenue through adult programming wellness partnerships and member engagement through social marketing virtual programming and community outreach She also is developing and driving revenue outside of the club by implementing wellness programs for employers and creating a wellness center to offer members and non-members a unique 360 whole wellness experience Golden co-chairrsquos the NACrsquos fundraising efforts for Augiersquos Quest and was honored as one of the fitness industryrsquos 2017 ldquoRising Starsrdquo by IHRSA

ldquoThis is just the tipping point of how technology will continue to enhance our ability to expand our reach past the 18 to 20 percent penetration we have seen in previous yearsrdquo

ldquoIf we plan to stay relevant we will need to ensure we have a strategy to deliver both high-touch and high-tech services and productsrdquo

27 OCTOBER 2020

Todayrsquos consumers want everything on-demand and fitness is no exception As a result of the

pandemic-enforced lockdown the connected fitness market is booming with smart machines and devices offering instant and personalized workouts Though this trend isnrsquot new the pandemic expedited its growth Now the connected gym equipment market is expected to reach $596 billion globally by 2025 according to Grand View Researchrsquos rdquoConnected Gym Equipment Market Analysis Reportrdquo

For gyms to survive and cardio floors to remain relevant itrsquos time for operators to integrate connected and interactive fitness into their service offerings with a focus on interactive digital content Fitness facilities that can pivot their business models to move beyond their four walls and connect the dots between home exercise and the gym environment will be the most successful

Connected interactive fitness is generally defined as any way technology and content can be used to connect people with fitness or in which fitness can be used to engage motivate and inspire the end user This can be achieved through equipment an app a website social media or a combination of these

But technology isnrsquot enough You need human connection too When it comes to generating human connection through connected fitness one of the obvious places to look is group exercise due to its ability to make people feel connected to their coach and a community So how can this be captured and delivered through connected fitness content

Tools such as fitness leaderboards workout series weekly or monthly challenges live classes and online race events feed into the pack motivation mentality These modalities put the exerciser in a room with others who challenge and inspire them to give their best Many individuals like that group exercise removes the guesswork from their workout relying on their coach to dictate when and how to push themselves

To replicate the human connection of the group fitness experience virtual content must be coach-led and interactive Rather than a coach simply adding commentary to whatrsquos on a screen the user needs to feel like theyrsquore with their coach because it provides a true-to-life experience that develops a deeper connection

To truly engage todayrsquos content-hungry consumers the connected fitness equipment inside your facility must provide the member with that face-to-face world-class instruction and motivation as they exercise with their coach Users need to be drawn in by their coachrsquos personality and storytelling abilities which bring the workouts to life This style of virtual coaching creates the friend effect mdash the user can develop a sense of personal connection with their favorite coaches which strengthens over time as they complete more sessions together From an operatorrsquos perspective this leads to increased attendance member engagement and retention

We are all looking for ways to strike up powerful connections with our members and clients If we can provide tools that allow the member or client to break through barriers and engage in fitness they are more likely to become a life-long customer These tools must be accessible at any time and to all fitness levels They must be fun easy to use and help members progress and grow Most importantly they must facilitate human connection This is what an authentic interactive connected fitness experience offers and why partnering with a leading brand can help you take advantage of these opportunities

BIOJeff Esswein vice president of strategic accounts and digital content works with the Freemotion team and its customer partners to push digital strategy and solutions that help pivot from purely a brick-and-mortar offering to a more digital hybrid model for gyms and health club operations

TECHNOLOGY AND THE HUMAN CONNECTION YOUR GYM MUST OFFER

BOTH TO PROSPERWhen creating a hybrid fitness model replicating the human connection of the

group fitness experience is crucial to its success

BY JEFF ESSWEIN VICE PRESIDENT OF STRATEGIC ACCOUNTS AND DIGITAL CONTENT FREEMOTION

SPONSOR FREEMOTION

28 OCTOBER 2020

Patagonia

Venice

Paris

Kenya

Bora Bora

Iceland

Swiss Alps

Swiss Alps

Italian Dolomites

New Zealand

Hawaii

Grand Canyon

Moab Utah

Antarctica

Scottish Highlands

Machu Picchu

Glen Coe

Easter Island

Mount Kilimanjaro

Egypt

Rome

F R E E M O T I O N F I T N E S S C O M

Toda

yrsquos W

orko

ut De

stina

tion

INTERACTIVE WORKOUTSWorkout in breathtaking locations with world-renowned coaches who auto-adjust the incline decline speed and resistance of your machine to create an immersive experience

29 OCTOBER 2020

The gym industry has so much great technology at its fingertips mdash everything from client

relationship management to email distribution to text messaging software Finding the best use for these technologies requires looking at what to use and how to use it For the following three best practices on how to choose technology letrsquos look at technology for a membership reactivation campaign since this should be top of mind for you right now

Consistency Across PlatformsFor a membership reactivation campaign you could send a text to members who havenrsquot returned yet or to those who cancelled their memberships during the shutdowns That text could ask them if they are interested in checking out your new safety procedures with a free session this week Your next step would be to send an email about a member who came back and was amazed by how smoothly everything ran Consider posting the new procedures and guidelines to social media too to help your members see important messages consistently and in multiple ways

Clarity Over Flashy It can be tempting to use many of the numerous platforms out there today But consider what that looks like to your members If theyrsquore downloading and learning new apps every few months theyrsquoll lose interest

There has been a lot of progress in automatic texting technology and many gym owners use it for large campaigns but donrsquot sacrifice the value of a clear personal message for something flashy A clear and personal message lets members know that you listen For example you could send a message that says ldquoI remembered you werenrsquot able to attend sessions over the summer because of travel I hope you had some great adventures Would you like to revisit your exercise program this fallrdquo

Before you roll out something new be confident it

will deliver the results yoursquoll need for the long term and remember the value of personal messages along the way

Keep the Unique User in MindWhich problem are you facing that will be solved by an investment in technology For me itrsquos productivity technology over automation I rely on calendar reminders and alarms more than any gym-specific software When a member cancels a membership a reminder is added to my calendar for 30 to 90 days with the cancellation reason If wersquore able to overcome their objection I reach out personally with a call text or email When a member puts a membership on hold a reminder is added to my calendar with the reason such as summer travel Midsummer Irsquoll see the reminder and check in with the member I genuinely want to know how their adventures are going Meetings to-dos and reminders are all in one place I know that hitting those dates are important to producing results for members and our company

Take a few moments to consider your needs so you can pinpoint your focus While rebuilding your gym and reactivating members be selective in your approach Irsquove made the error of chasing fancy new ideas when I should be executing on tried-and-true approaches

Repeat a clear message across simple-to-use platforms and your business will be set up for long-term success

BIOJoe Hashey is the founder of Level Up Your Gym He grew a tiny garage gym into an influential seven-figure company He was awarded 2019 Small Business Person of the Year and is a mentor to gym owners across the country Visit wwwlevelupyourgymcom for a free daily video series on how to attract more members develop yourself and build your business

LEVERAGING TECHNOLOGY TO REACTIVATE GYM MEMBERSHIPS With all the technology available to gym operators and members itrsquos easy

to go on overload But once you determine your need yoursquoll better know the technology with which to engage

BY JOE HASHEY FOUNDER LEVEL UP YOUR GYM

SPONSOR LEVEL UP YOUR GYM

30 OCTOBER 2020

ATTRACT MEMBERS DEVELOP YOURSELFBUILD YOUR TEAM

GROW YOUR BUSINESS WITH

www com

31 OCTOBER 2020

In recent years wersquove seen more exercisers desiring and demanding digital content as virtual fitness

classes and on-demand instruction have surged in popularity

The COVID-19 pandemic resulted in big changes in the fitness industry and drastically altered the way that facilities operate now and in the future Seventy percent of exercisers anticipate engaging in on-demand and virtual classes after facilities reopen according to our COVID-19 Exerciser Survey of nearly 300 exercisers US

On-demand content is one growing way that exercisers use digital but itrsquos just the tip of the iceberg when it comes to connected fitness For health clubs when used holistically digital technology can create memorable exerciser experiences in a variety of forms When members enjoy their time at the gym and see positive outcomes when it comes to their personal fitness goals they keep coming back

The effect that connected fitness can have on a fitness facility can be seen in these five ways1 Connected fitness offers entertaining and engaging exerciser content Instructor-led on-demand cardio workouts are engaging for many exercisers Some people may want to bike or run through a virtual landscape while others might prefer getting lost in their workouts while watching television Digital connection can allow fitness facilities the freedom to offer all of the above appealing to a wide range of exercisers who value different workout experiences2 Connected fitness provides motivational instruction and coaching On-demand classes can provide entertainment but they can also offer informative instruction and workout challenges for exercisers Through fitness apps and in-facility digital experiences health clubs can reach members and provide them with valuable tools such as workouts of the day and personal training guidance During the pandemic training at home using these types of solutions became commonplace Donrsquot expect them to go anywhere when clubs are open fully

3 Connected fitness creates meaningful interactions with members A customized fitness app specific to your facility can be a valuable way to keep in contact with your members when theyrsquore not in the gym Trainers can share workout plans track progress and offer friendly interaction with exercisers who are likely to feel valued because of the attention That value leads to retention4 Connected fitness syncs exercisers to their workouts In late 2019 the American College of Sports Medicinersquos research showed that wearable technology would be the top fitness trend of 2020 The desire by exercisers to track their workouts hasnrsquot changed and many members expect a certain level of connection when in the gym Providing a seamless connection between equipment and the fitness wearables and apps that exercisers use is essential 5 Digital provides insights into member behavior The value of connected fitness isnrsquot limited to exerciser interactions Connected fitness facilities benefit from knowing which equipment is used the most and when This knowledge guides business decisions ensuring that clubs are properly staffed at peak times and that they have enough of the equipment exercisers want to use and less of equipment that fewer members use

A well-devised digital plan can drastically change the way a fitness facility does business and how itrsquos perceived by members A connected fitness facility can help create exerciser experiences that matter

BIOLife Fitness is the global leader in commercial fitness equipment and game tables and furnishings The company manufactures and sells its products under the brand names Life Fitness Hammer Strength Cybex Indoor Cycling Group SCIFIT and Brunswick Billiards Its equipment is distributed to 166 countries Life Fitness is headquartered outside Chicago in Rosemont Illinois For more information about Life Fitness products and services visit wwwlifefitnesscom

5 WAYS DIGITAL TECHNOLOGY ENHANCES THE EXERCISER EXPERIENCE

From engaging content to motivational coaching to wearables and more most memberrsquos fitness experiences must now be enhanced with technology

BY LIFE FITNESS

SPONSOR LIFE FITNESS

32 OCTOBER 2020

GIVE THEM WHAT THEY WANTLife Fitnesstrade On Demand instructor-led classes take exercisers through engaging workouts on a wide range of cardio equipment with Discover SE3 HD consoles

Find out more at LifeFitnesscomLife-Fitness-On-Demand

Life Fitness COVID-19 Exerciser Survey

copy 2020 Life Fitness LLC All Rights Reserved Life Fitness is a registered trademark of Life Fitness LLC and its affiliated companies and subsidiaries Life Fitness On Demand is a trademark of Life Fitness LLCUSC-012-20

33 OCTOBER 2020

Let us all open our arms and embrace technology in the world of personal training

The health club industry has seen a steadying rise in consumers and a sharp rise in consumer offerings while the Bureau of Labor Statistics projects a 15 percent increase in personal training jobs from 2019 to 2029 To compound this prior to the COVID-19 pandemic we were years into the skyrocketing industry trend of technology in fitness This includes wearable technology health and fitness apps at-home streaming fitness services and health data tracking The groundswell of technology and fitness has grabbed the attention of fitness consumers The pandemic forced the personal training industry into embracing technology even further For many personal trainers it may have been an act of necessity but it has thrust client

engagement with mobile and wearable technology to the forefront Clearly personal trainers must consider how they can position technology to affirm their roles in the future

Technology is changing the face of personal training and has limitless potential in molding the shape of the personal trainer role in the near future In todayrsquos world fitness consumers are more aware of their health and want to incorporate fitness as part of a healthy lifestyle Wearable technology fitness apps and streaming experiences allow consumers to incorporate health fitness and wellness from outside the walls of the brick-and-mortar

studio or health club The traditional personal training model where

a client is checked in assessed experiences a great workout and maybe gets a follow here and

TECHNOLOGY IS CHANGING THE PERSONAL TRAINER ROLE OF THE FUTURE

The future personal trainer could shift to being a holistic expert who monitors biometric data which would allow trainers to serve more customers

BY SHELDON MCBEE PERSONAL TRAINING DIRECTOR UNIVERSAL ATHLETIC CLUB

ldquoTechnology is truly changing the face of personal training and has limitless potential in molding the shape of the personal trainer role in the near futurerdquo

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Y G

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34 OCTOBER 2020

there to ensure they are following their program is becoming an antiquated model due to the evolution of fitness technology The current consumer can easily track biometric data from mobile technology and receive regular push notifications on their progress while easily accessing streaming workouts from a variety of options This clearly puts the ldquonew agerdquo personal trainer in a unique position to swim against or with the tide

As fitness technology will evolve to become more sophisticated and accessible trainers may have a powerful opportunity to increase even higher the Bureau of Labor Staticsrsquo projection of the growth in the profession Future clients are likely to look at accessing personal trainers as lifestyle and health coaches who use technology

to communicate program track biometric data and provide accountability In essence the client of the future may choose the personal trainer in a subscription model where they can gain access to their coach in their pocket (or on their wrist) and that coach will be able

to monitor their biometric data in real time This would shift the current state of many personal trainers who continue to trade their time for money in live sessions and become a more holistic expert in inspiring behavior modification that leads to results

This model allows the personal trainer the ability to build a large business through subscribers work with groups and individuals and create a more scalable service The key will be to align with

fitness technology brands that can truly service the need of your avatar or ideal client There are

a variety of online training platforms heart rate monitors sleep monitors and apps that may or may not service all of your business needs It is key for personal trainers and health clubs to choose products they feel are long-term solutions and have an open API that will sync data across platforms if needed As fitness and technology continue to mature it is likely that

more complete solutions will begin to emergeIn the short term there will always be a place

for the live one-on-one or small group experience There will also be the short-term surge in streaming and hybrid live and virtual options that many personal trainers must consider It is important to remember why so many consumers are now embracing fitness technology It creates convenience fun lifestyle and real-time feedback The opportunity for personal trainers health clubs and studios to create a subscription model where the client experiences a lifestyle coach monitoring shared health and fitness data in real time is tremendous and a potential gap in the market

BIOSheldon McBee is personal training director at Universal Athletic Club in Lancaster Pennsylvania He previously served as a master trainer for Les Mills International Les Mills PUMP presenter and a Les Mills GRIT product manager He has

a bachelorrsquos of science degree in biologybiological sciences and a masterrsquos degree in human nutrition

ldquoClearly personal trainers must consider how they can position technology to affirm their roles in the futurerdquo

ldquoFuture clients are likely to look at accessing personal trainers as lifestyle and health coaches who use technology to communicate program track biometric data and provide accountabilityrdquo

35 OCTOBER 2020

The duration of the COVID-19 pandemic has forced consumers as well as health clubs to develop new

habits When it comes to fitness virtual workouts are more convenient and less time consuming albeit not always as effective as working out at a gym The opportunity in virtual fitness was so well-received that Equinox made virtual personal training part of its core offering and brands such as Apple offered Fitness+

So whatrsquos in store for the fitness industry in the next five years These three trends

1 Hybrid will be the new normal Members will combine at-home and in-club workouts thus working out more They will consume virtual through their gymrsquos offerings or will complement with a digital offering such as those offered by Apple or Peloton In-person visits likely wonrsquot improve for 2021 even if a vaccine is ready by the first quarter because mass distribution will take time many individuals fear taking it due to fears of long-term side effects and consumers will have gotten used to virtual workouts

Brick-and-mortar brands with no virtual offerings will see higher attrition as members will check in less regularly because they are trying virtual offerings But if gym operators deploy virtual offerings they can use them as a retention tool and a method to increase virtual and in-person check-ins

2 Digital fitness companies will go after gym members and drive leads to brick and mortar Drive time previously was a hinderance for some people but technology eliminates this barrier The general population will experiment with various virtual fitness offerings and fitness technology companies will create immersive at-home experiences for a nominal monthly fee Digital companies will perfect lead generation corporate and referral strategies like gyms have

Digital fitness companies will spend billions of dollars educating the market and introducing new people to fitness That will lead prospective clients to research brick-and-mortar offerings and eventually graduate from virtual workouts to a hybrid solution

3 At-home gyms will continue to expand Fitness consumers have spent a lot of money equipping their home gyms over the past six months and will want a return on their investment Pack sales will continue to increase as consumers look to complement at-home workouts with brick-and-mortar visits mdash as will online programming and influencer workouts The good news is that gyms have an asset to fend off the forces at play their relationships with members

Below are four key initiatives that gym and studio operators should focus on to build a strong virtual presencebull Brick-and-mortar club operators must use digital offerings to increase monthly interactions with members to reach pre-pandemic levels They must invest in a virtual experience the same way they have in their in-person experience Zoom will no longer cut itbull Coaches and trainers are more important than ever as they are the relational element members will pay monthly dues for Their virtual development and monitoring will be criticalbull Free virtual consults and workouts will allow innovators to capture low-cost leads in abundance and increase conversion Selecting the proper virtual platform to accomplish this is crucialbull Virtual memberships from brick-and-mortar clubs will begin significant adoption early in first quarter 2021 This will include reduced access to in-club offerings so as to not negatively impact existing membership dues

The future is bright albeit different The fitness industry is resilient and the operators who embrace the change and innovate will reap the rewards

BIOMike Tan is vice president of business development Lift Session where he is responsible for growth and helping partners execute on their virtual strategy Previously he spent a decade operating and scaling high-end brick-and-mortar fitness brands notably Orangetheory Fitness He was responsible for network-wide revenue in Canada helping scale the brand from 25 clubs to upwards of 100 locations

THE NEXT 5 YEARS IS THE AGE OF HYBRID MODELS DIGITAL FITNESS

COMPANIES AND AT-HOME GYMSIn the past decade boutique studios disrupted the $94 billion fitness industry

Now virtual fitness is doing it again

BY MIKE TAN VICE PRESIDENT OF BUSINESS DEVELOPMENT LIFT SESSION

SPONSOR LIFT SESSION

36 OCTOBER 2020

1 ON 1 SMALL GROUP BROADCASTBuilt for high quality

personal trainingLive group training up to

12 participantsUnlimited participants

Perfect for large events

OnDemand

STILL USING ZOOMTry the virtual training platform chosen by industry leaders

LIFT session FeaturesDemo Videos amp TimersVirtual Equipment

Calorie amp HR MonitoringSession amp member analytics

Member and coach profilesAdvanced note taking

Visit fitnessclubsliftsessioncom for a LIVE demo

37 OCTOBER 2020

Itrsquos been a tough year especially for the health and fitness industry The COVID-19 pandemic has

created devastating shockwaves and a technological realignment which presents a unique opportunity Itrsquos a wake-up call and only those club and studio operators who adapt to the new connected cultural reality will prosper

The COVID-19 shutdown mandates forced clubs to cease operations Trending consumer fitness products achieved exponential growth as people were forced to work out at home Popular wearable monitoring technologies were joined by a host of in-home training experiences such as Peloton Echelon and The Mirror with monthly subscription fees comparable to a mid-price-point club

Apple has introduced Fitness+ for $999 per month with on-demand digital workouts from top trainers available any time to consumers With the app and an Apple Watch personal fitness metrics mdash such as activity and blood oxygen levels and ECG measurements mdash are available at a glance and are sent to a userrsquos iPhone iPad and Apple TV In this dynamically connected ecosystem and with 75 percent of US households using on-demand streaming content the average fitness consumer doesnrsquot really need a club mdash at least not an average pre-COVID club

So how do you create a new growth trajectory for your business Club operators must embrace change and promote exercise as medicine by forming referral alliances with the local medical insurance and corporate wellness community Club operators must leverage their face-to-face motivational human advantage and connect with members in profound new ways Exercise your humanity Use your equipment personnel and programming to tie in with existing programs create a communal experience tailored to individual member needs and produce measurable results

Insurance providers including Blue Cross Blue Shield and Humana offer a variety of prevention care and wellness programs complete with community events low-impact workouts and

nutrition classes Blue365 is a free health and wellness discount program for system members with year-round discounts on gym memberships fitness gear and healthy eating options Humanarsquos rewards and incentive program offers member reward discounts and incentives to stay on the program Gym owners can connect with local insurers and brokers that are actively engaged with employers who are eager to promote wellness and curb their health insurance costs

Innovators such as Concierge Health have created a club program synced with verified real-time membership check-in that provides a comprehensive view of an individualrsquos wellness report data A secure device enhances the member experience and simplifies entry automating validation collection and reporting to third-party programs

To become truly essential and relevant the industry needs to adopt a new model of member engagement and personal health advocacy This is a pragmatic and scalable one-to-one proposition that involves accurate baseline body composition analysis and measurements combined with cardio and strength workout tracking and nutrition guidance

Beyond convenience and motivation we must deliver a sincere personal connection and a clear path toward a healthy and more fulfilling life Technology solutions create a wealth of new growth opportunities Itrsquos up to us to make the difference

BIOTony Garcia is the founder and CEO of MYE Fitness Technologies the industryrsquos largest and most trusted global provider of fitness entertainment mobile applications and health tracking technology Advanced MYE product designs include the BodyScript Ascend and Optima Body Composition Analyzers featuring gold standard accuracy with near-infrared technology and 10-second testing the AppAudio Smartphone TV Audio app Cardio Machine TVs Cardio Theater style TV Audio systems and the Wireless and Direct Connect CableSAT Channel Changer Visit MyeFitnesscom or call 800-779-6759

POST-COVID-19 FITNESS CONSUMERS DEMAND A NEW ERA OF COMMITMENT

CONNECTION AND RESULTS The health and fitness industry must embrace next-level technology to create a

dynamic new community service model

BY TONY GARCIA FOUNDER AND CEO MYE FITNESS TECHNOLOGIES

SPONSOR MYE FITNESS TECHNOLOGIES

38 OCTOBER 2020

bull Gold Standard Accuracybull 10 Second Testingbull Results Can be Scanned on BodyScript Mobile

App or Printedbull No Network or Bluetooth Connection Required

Meet The Future In Body AnalysisThe BodyScripttrade Ascend Body Composition Analyzer featuring near-infrared technology that provides Gold Standard body measurements for muscle fat bone and water No need to remove shoes or clothes No meal or beverage restrictions

(800) 833-1506 | BodyScriptcom

39 OCTOBER 2020

With the world swept up in the latest iteration of the age-old quest to innovate through

technology the question must be asked Where does the health and fitness industry fit into all of this

In the past six months the COVID-19 pandemic has forced many club owners to use technology in news to engage with members in isolation Gym members donrsquot just need a reason to stay they need a reason not to leave Irsquove seen various strategies that club owners have put into action and found that the more successful ones all point toward a useful insight The future of the fitness industry will depend increasingly on the effective use of nonintrusive personalization through artificial intelligence

Even before the pandemic many clubs relied on some form of technology to run their business But these products were geared more toward running internal meetings or member check-ins than motivating someone through a workout However the sudden rise of at-home fitness technologies such as Peloton and Mirrormdashboth of which have ways of personally interacting with and motivating its usersmdashintroduced a new level of personalization to the industry In the wake of COVID-19 and having to create online classes using limited technology and equipment available traditional gyms were seen by some as behind-the-times compared with newer options

This is where artificial intelligence steps inWhen an instructor leads a class they see

participantsrsquo body language and can motivate them accordingly However they only have one set of eyes so this analysis is done on a one-to-one basis

Now imagine if that instructor was able to access detailed health information for each participant as well as predictive data that showed when each person would tire or need extra motivation

Integrating an artificial intelligence system that not only tracks user data but alerts the instructor and suggests ways for them to adjust their class to optimize engagement removes the limitations of

one-to-one engagement while preserving all of its best qualities Simply put itrsquos the game-changer that every club will need in order to survive and thrive

Although this may sound a bit far-fetched itrsquos actually anything but Several companies use AI technology to analyze tens of millions of data points which can predict which ads and promotions will be effective in the future All the data has been right in front of us it just takes the proper adaptation of existing AI technologies to make it useful to succeed

The fitness industry has a pretty good track record for spotting technological advantages and reacting swiftly The rise of smartphones and fitness apps led to an almost wholesale shift toward gym equipment software that can track user progress and encourage in-club results-driven contests Orangetheory was among the first to capitalize on the usage of heart rate bands making them a central cog in their operating model Even in the past few months gyms that had never paid much attention to online workout videos have seemingly been able to start pumping out broadcast-quality video content daily

Our industry has adapted like this before Itrsquos adapting like this right now and it will continue adapting like this in the future Getting started by implementing non-intrusive personalization via artificial intelligence will help you reap long-term benefits in the future

BIODavid Steel is founder of Sneeze It a division of The Steel Method where he serves as chief viral officer and helps his clients boost their marketing efforts and online presence Steel educates companies on how to attract prospects build a lead pipeline and convert those leads into customers He is a best-selling author and online marketing expert who has given speaking engagements in the United States and abroad on how to create successful mdash and lucrative mdash digital and social marketing campaigns

HOW AI CAN ENHANCE WORKOUTS WITH DATA-DRIVEN PREDICTIONS

Integrating an artificial intelligence system that tracks user data and suggests ways for instructors to optimize engagement goes beyond traditional one-to-one engagement

BY DAVID STEEL CHIEF VIRAL OFFICER SNEEZEIT

SPONSOR SNEEZEIT

40 OCTOBER 2020

41 OCTOBER 2020

During a time where distance is required The Houstonian Club is finding innovative

ways to stay connected particularly through technology Amidst the COVID-19 pandemic we faced challenges to ensure we had proper support and systems in place but this time also sparked creativity and progression across our departments

Communication is key may be an understatement Before during and now post-closure we are seeing how vital email communication is We increased frequency of emails regarding operations before and during closure Currently we consistently utilize email to share safety protocols and new services and programs available Members are now primed to look for emails from their club and it has

been our lifeline to communicate expectationsWithout surprise our social media channels

(Instagram Facebook Page Facebook Group and LinkedIn Page) saw a dramatic increase in followers

and engagement during the past few months We looked at our social media strategy and pivoted to treat social media as a resource and a place where membersrsquo questions can be answered and a place where our local community can see and connect with our efforts and offerings Beyond that our social media platforms are a place for anyone anywhere to see our staffrsquos expertise through at-home workouts recipes and mindfulness tips

The Houstonian Club has a member-only website and app to constantly engage and relay information just to our members Along with

THE HOUSTONIAN CLUB PIVOTS WITH TECHNOLOGY TO CONTINUE SERVING ITS MEMBERS DURING AND AFTER COVID-19

The COVID-19 pandemic sparked creativity in facing challenges and engaging members and it necessitated the use of technology to do both

BY ALLIE CLARK MARKETING MANAGER THE HOUSTONIAN

ldquoThe unexpected conditions required us to grow and develop new systems to accommodate our members and provide an elite experienceldquo

The Houstonianrsquos group exercise and fitness team created livestream workouts within a week of closure in March giving members a sense of normalcy and routine at that time

42 OCTOBER 2020

social media this is an avenue that is always accessible to supplement the member experience and stay aware of changes and events Amidst the pandemic it was a reminder of how vital correct and current information is for our members to make decisions and stay connected with their club The Houstonian Club also utilizes TVs throughout the facility to relay new programs protocol changes and class substitutions so members are empowered with different options to receive this information

Beyond communicating with our members we looked for ways to continue nurturing relationships with prospective members Prospects now can view professional photography of our facilities and a 360-degree virtual tour of the club plus they have video conferencing tour options with one of our sales managers This is an added bonus as it served prospects during closure and now serves those who are not ready to visit in-person

We introduced a touchless thermal scanner since current protocols require every member employee and vendor to undergo a temperature check and wellness screening before entering the facility The scanner connects with the front desk check-in computer to assist our staff This streamlines the check-in process and has simplified the memberrsquos entry experience while also keeping anyone who enters the club safe

Under these circumstances we quickly developed online reservation systems for our three pools and childcare options which assists our team in

monitoring and abiding by capacity restrictions while also helping members plan their visit at times that fit their schedule After reopening we received glowing feedback from members who prefer the reservation system to walk-ins

Our group exercise and fitness team jumped at the opportunity to create livestream workouts within a week of closure in March This gave our members a sense of normalcy and routine to see their favorite instructors and participate in the same class formats we offer in-club Our members continue conversations in our private Facebook Groups and this nourished the relationships between other members and the club during our closure

Today we have expanded to a full schedule of livestream workout classes with at least four classes per day seven days per week Currently private to members via Facebook Groups we plan to launch a formal private platform available for a non-members through a virtual membership Personal trainers group exercise yoga and Pilates instructors also utilize Zoom Google Meet FaceTime and Skype to conduct small group and private sessions Virtual options did not end with our fitness experts Our registered dietitians also conduct consultations and programming through virtual mediums

Customer service has always been at the core of The Houstonian Club The unexpected conditions required us to grow and develop new systems to accommodate our members and provide an elite experience Each person is experiencing a different comfort level and we are proud to use technology to serve our members whether in or out of the club

BIOAllie Clark marketing manager at The Houstonian graduated from Mays Business School at Texas AampM with a bachelor of business administration in marketing and a certificate in international business Prior to joining The Houstonian Club in January 2020

as club marketing manager she worked with start-ups to develop brand identity and test digital marketing strategies across various platforms Clark is driven by her interest in psychology and consumer behavior paired with a love for storytelling to create genuine connections She is proud to be a part of the Houstonian team to share her love for fitness nutrition and a healthy lifestyle and all of the aspects of campus with others

The Houstonian introduced a touchless thermal scanner to ensure adherence to current protocols requiring all who enter the facility to undergo a temperature check and wellness screening The scanner connects with the front desk check-in computer to assist staff

43 OCTOBER 2020

Marketing your gym is a crucial part of running a fitness business Word-of-mouth marketing still

plays a big role in acquiring new customers but yoursquoll need to focus on impactful marketing efforts that differentiate your gym or studio from the competition Optimizing your marketing efforts will help you win new customers and expand brand awareness

Below are some of the best and cost-effective tips for fitness marketing 1 Create a user-friendly website The internet is the first or second contact point for over half of your potential customers To attract web users you need a user-friendly website thatrsquos easy to navigate informative and has a presence on dominant search engines2 Deploy an effective local SEO marketing strategy SEO (search engine optimization) is one of the most cost-effective forms of marketing your fitness business and it brings a significant return on investment To optimize your website to rank favorably locally implement these tactics

bull Use local keywords in your websitersquos contentbull Use a consistent name address and phone

number (NAP) across your site and citationsbull Create many local citations

3 Optimize your fitness business for voice searches Chances are your customers are finding your business online with voice searches Itrsquos estimated that a billion voice searches are conducted each month and most mobile voice searches focus on local businesses Thatrsquos why every business should optimize its local voice search on platforms such as Amazon Alexa Applersquos Siri Microsoftrsquos Cortana and Google Assistant Itrsquos not just about optimizing voice searches for general questions but helping customers find your business A 2018 survey by Bright Local found that

bull 50 percent of people used voice search to look for local businesses over the past year

bull 74 percent who use voice searches looked for a local business every week

bull 46 percent of the voice searches done daily looked for a local business4 Deploy an effective content marketing campaign In the fitness industry keywords relating

to fitness are quite competitive Ranking for a phrase such as ldquohow to do a push uprdquo will not get you many targeted results Why Because 99 percent of the time the people searching for this key phrase are not in your local area

Using words that incorporate the name of your city can help you attract the right people ldquoBest outdoor workouts in Tampardquo ldquoBest hikes in Orange Countyrdquo and ldquoWhere to buy the cheapest meal replacers in the Tristate Areardquo are good examples

An easy start is to create a blog and write about fitness in your local area5 Use chatbots AI and voice automation tools in fitness marketing Artificial intelligence is at its peak and chatbots are taking over Below are benefits of integrating chatbots and AI into your marketing campaigns

bull Improve customer supportbull Interact with an unlimited number of customers at

oncebull Advertise directly to your clientsrsquo Facebook

inboxesbull Create personalized messages for your customersbull Showcase your products and servicesbull Provide access to offers discounts and

partnershipsbull Coordinate and schedule fitness classesWith these tips you can lead your fitness business

into the modern era

BIOTim Sebold is the vice president of digital marketing at soolis an advanced marketing agency specializing in chatbots voice automation (Google Assistant and Alexa) email marketing pay per click and content marketing A 31-year health and fitness veteran Sebold has worked in almost every aspect of the fitness industry including for two fitness manufacturers a fitness distributor and a software company He also ran a large health club chain He has extensive marketing management business development operations leadership budgeting and direct sales experience Sebold can be contacted at tseboldsooliscom or 443-735-1446

5 TIPS FOR OPTIMIZING THE MARKETING EFFORTS OF YOUR FITNESS BUSINESSFrom creating an engaging website to implementing an effective SEO strategy here are

the best and most cost-effective tips for fitness marketing

BY TIM SEBOLD VICE PRESIDENT OF DIGITAL MARKETING SOOLIS

SPONSOR SOOLIS

44 OCTOBER 2020

DIGITAL MARKETING

ChatbotsVoice AutomationSEO

Email MarketingContent MarketingPay Per Click

45 OCTOBER 2020

From fitness tracking to streaming workouts digitalization and data have become

commonplace within the market a trend that will accelerate in 2021

We have watched fitness tracking evolve from step-counting devices to full workout programs with a variety of metrics Tracking has helped people understand their workouts on a different deeper level Whether they are working out in a club or streaming a workout at home data tells people how they can push themselves to reach their goals mdash and those goals have changed from simply estimating calories burned to measuring intensity levels activity levels and impact

These tracked numbers have impacted sustainable changes for individuals and allowed people to tailor goals to their needs Tracking simple metrics such as how many hours a day they are moving or their heart rate range during a workout can help people set and accomplish goals This can also help to reduce the intention-action gap which is the difference between what people say they would like to do and what they actually do Reminders such as ldquoTime to get up from my desk and take a lap around the office (or house)rdquo can make a huge difference

Unsurprisingly these metrics will continue to drive workouts but with a twist In a recent survey 62 percent of respondents said that they would be more motivated to push themselves during a workout if their efforts generated electricity for the gym and 70 percent said that they would prefer to be part of a gym with sustainable initiatives With the addition of metrics such as workout power energy production and environmental impact people are beginning to track their individual impact and their societal impact This added layer of motivation will help continue to bridge the intention-action gap mdash people may find it easier to push themselves to reach their goals when itrsquos for a cause

This intention-action gap was reduced even more with the use of workout streaming Although not new streaming platforms that track metrics are becoming more popular At first metric tracking in relation to streaming workouts was tied to the equipment of specific manufacturers not personal devices making it difficult to operate within a gym or with different equipment Recently wersquove seen a shift to streaming workouts that are tied to personal devices This opens the door to meaningful metrics for streaming class on any piece of equipment at the gym or at home

By combining workouts with meaningful statistics people are connecting personal streaming to the community aspect of a club With collective goals such as carbon offset and energy production members can track their individual impact and compare it with othersrsquo and discover how their workouts are contributing to the collective goal of the facility Meaningful measurements have the ability to create a community of individuals focused on collective real-world change Inherently people want to belong and to make a difference Through fitness this is a reality that can be tracked and celebrated

BIORuben Mejia chief of external operations for SportsArt Americas has five years of experience in the fitness industry previously holding the title of chief technology officer Prior to his work at SportsArt Mejia held executive roles within the technology and ecommerce spaces In 2000 after four years of active deployment in the military Mejia began working in the corporate IT and telecommunication fields for the US Army launching his career and interest in the technology industry as a whole

FITNESS TRACKING TAKES ON MEANINGFUL AND IMPACTFUL INSIGHTS

Meaningful measurements such as tracking energy production can help people more easily achieve their fitness goals by creating a community focused on real-world change

BY RUBEN MEJIA CHIEF OF EXTERNAL OPERATIONS SPORTSART AMERICAS

SPONSOR SPORTSART AMERICAS

46 OCTOBER 2020

P O W E R A M O V E M E N TC H A N G E T H E W O R L D O N E W O R K O U T A T A T I M E

1 8 0 0 7 0 9 1 4 0 0 | G O S P O R T S A R T C O MD E S I G N BY C R I S T I A N O M I N O

The new cardio line where awe-inspiring design doesnrsquot just meet function it embraces it with the revolutionary ECO-POWRtrade technology that captures human exertion and turns it into usable electricitymdashbenefitting the planet and providing a new layer of meaningfulness to breaking a sweat

47 OCTOBER 2020

The health club industry has never seen a more challenging time Because of the

COVID-19 pandemic thousands of businesses have permanently closed tens of thousands of people have lost their jobs and millions of health club studio and rec center members were forced to look elsewhere for fitness The temporary closures of fitness facilities revealed a painful fact Fitness is one of the most overlooked and underappreciated benefits to human health Shutting down the industry was a rude awakening that political leaders fail to grasp the value proposition of the health and wellness industry

All along the conversation in the fitness industry prior to the pandemic should have focused on why 80 percent of Americans werenrsquot members of a gym The fitness industry had become complacent with 20 percent of the population as members The industry failed to realize the largest threat of all mdash that many people didnrsquot know we existed The vast majority of the market was untapped and was prime for the taking Now tech giants such as Apple and Amazon are jumping into fitness and businesses that donrsquot adapt quickly will disappear

Tech companies today know how to reach and engage people They have devices in our homes on our wrists and in our pockets that can talk to us listen to us and display information Fitness is big techrsquos dream industry to take on next because they donrsquot have to reinvent the wheel mdash the club industry did the heavy lifting All big tech needs to do is deliver the experience on their devices They will reach 80 percent

We must compete by creating an omnichannel experience Brick-and-mortar gyms allow for face-to-face engagement which is more powerful than any 2-D device The key is keeping a customer engaged after they leave your club after they stop coming and after they cancel Engagement leads

to more retention Think of how you can add value after members leave your business using existing platforms

You also must broaden your business model Invest in medical weight-loss and health screens COVID-19 has exposed how much more deadly underlying conditions can be Products such as body scanners can show people the risks of obesity-related disease and how those risks are changing Invest in percussive therapy and create a recovery program Buy strength equipment that measures strength and remembers your members and their preferences People want data and they want automation Leverage the best commercial tools on the market to build a VIP experience they canrsquot get at home

The club industry isnrsquot going away but businesses that fail to recognize change or challenge the status quo will fail to adapt in time Experiment and invest in the future and watch emerging trends to stay competitive A new wave of leaders will emerge in 2021 Will you be one of them

BIORaj Sareen is an entrepreneur scientist and inventor and the co-founder and CEO of growing wellness technology startup Styku He holds a BS in space sciences and an MS in physics He had stints at NASA where he spent time working in the shuttle program the Astrobiology Institute for the Study of Biomarkers and at the California and Carnegie Planet Search lab as a research assistant Today he finds himself fortunate in building markets for body scanners for lifestyle purposes such as fitness and health assessment Sareen has been a guest lecturer for a technology course at Harvard Business School and is a graduate of the Techstars Accelerator

UNDER SIEGE HOW THE FITNESS INDUSTRY IS BEING DISRUPTED

As tech giants tap into the fitness market and more people opt to work out virtually itrsquos time to harness the powers of AI and tech to create a VIP experience in the gym that

can never be matched at home

BY RAJ SAREEN CO-FOUNDER AND CEO STYKU

SPONSOR STYKU

48 OCTOBER 2020

COVID laid bare the risks of Obesity related diseases Stykus newhealth screening tech can predict those risks with a contactless ampautonomous scan Use Styku to provide a health screeningservice to draw customers back expand your marketing reachand give people a way to track their progress even if they chooseto workout at-home Styku enables your business to build a newincome stream while staying differentiated from growingcompetitors

Book a Discovery Call with a Scanning Specialist by visiting wwwstykucomci

49 OCTOBER 2020

For more than a decade the fitness technology market has grown steadily Wearables enter the

market regularly thousands of health- and fitness-focused apps are available and at-home workouts have evolved to include state-of-the-art connected equipment such as Peloton Mirror and Tonal Fitness technology had been moving from niche to mainstream but in March 2020 that all changed

COVID-19 and the shutdown of gyms caused fitness technology to change from a ldquonice to haverdquo to a ldquoneed to haverdquo for both consumers and fitness businesses mdash and its trajectory for steady growth became exponential overnight This acceleration of fitness tech adoption left fitness clubs in an unprecedented situation Where before technology had been an addition to the services clubs offered it was now the replacement and if fitness club owners didnrsquot want their businesses to become a relic they needed to act fast

Tech adoption rates sky-rocketed but this rapid pivot had also accelerated our understanding of what consumers want in a digital fitness experience On the top of that list Human connection

Consumers are craving connection not just because of new quarantine lifestyles Research shows that social factors can play a key role in how long and how often individuals work out and that adherence to an exercise program increases when fitness activities are completed in a group environment It has also revealed that making fitness social can increase enjoyment of physical activity decrease exercise anxieties and yield additional mental benefits such as decreasing stress levels

While digital fitness providers scramble to make community and social interaction part of their products fitness club operators are already experts in building community and using social motivation to engage and connect with members They just need to find a way to digitize it

What fitness clubs need is a platform that1 Lets them maintain their club brand and

personality but translates it from in-person to online2 Puts their team of trained fitness professionals

front and center emphasizing the importance of their knowledge and expertise

3 Supports relationship-building with tools that connect members with club staff such as in-app messaging video streaming video calls and one-on-one appointments

4 Fosters a sense of community bringing members together in online support networks groups and challenges

5 Extends the experience beyond the gym and takes a 360-degree approach to member health and wellness including exercise nutrition habits sleep and mindfulness

6 Integrates with wearables and technology building an ecosystem of tech that supports members constantly

7 Collects powerful member data that can personalize fitness experiences and help trainers make recommendations to help members hit their goals

8 Fits seamlessly into the clubrsquos existing software stack and helps streamline the process of going digital

What wersquove learned from watching the first wave of fitness clubs pivot to digital is that even if itrsquos their first foray into fitness technology they wonrsquot be entering the race as any competitor mdash theyrsquoll be coming in as leaders Reaching the fitness consumer is not just about going digital itrsquos about facilitating relationships with tech mdash going digital with a human touch

BIOLaura Dunlop is the senior marketing manager at Trainerize the fitness club software making fitness accessible by empowering businesses worldwide By combining fitness nutrition and habit coaching with client communication in-app payments and access to the worldrsquos best fitness and business add-ons Trainerize allows fitness businesses to extend the experience beyond the gym build online communities and tap into the growing market of digital fitness enthusiasts

HUMAN CONNECTION THE SECRET INGREDIENT OF FITNESS TECHNOLOGY

IN THE COVID WORLDGoing digital with a human touch is crucial to your health club

and itrsquos easy to do with the right platform

BY LAURA DUNLOP SENIOR MARKETING MANAGER TRAINERIZE

SPONSOR TRAINERIZE

50 OCTOBER 2020

TAKE YOUR MEMBER EXPERIENCE

WITH A 360deg APPROACH TO HEALTH AND FITNESSBEYOND THE GYM

Your membersrsquo fitness journeys donrsquot end when theyrsquore not at your club so why should your member experience

Support your members every step of the way by adding Trainerize to your fitness cluband taking your business online

Connect members with your team of highly-trained professionals and deliver a 360deg approach to health and wellness that includes fitness nutrition and habit coaching sent straight to your membersrsquo mobile devices Itrsquos a seamless solution that fits your membersrsquo busy lives and your

secret for creating the ultimate member experience both in and beyond the gym

VISIT TRAINERIZECOM TO START YOUR FREE 30-DAY TRIAL TODAY

51 OCTOBER 2020

In early March 2020 COVID-19 flipped the world as we knew it upside down We were all personally

looking for answers navigating our new normal and figuring out a means for survival in business and in life This was no different for those of us in the fitness industry Health club owners operators and personnel were all simply trying to keep our heads above water One thing was for certain when it came to leading our fitness departments to success choosing to not use advanced technology was no longer optional We had to keep up and quickly

The eternal dichotomy of technology in the fitness industry has been a war between looking for the next big shiny problem solver versus utilizing the tools that you have available to you at your fingertips With the onset of COVID-19 the fitness industry quickly realized we needed to turn back to technology and depend fully on it in order to be successful Before you or your fellow leaders jump into the decision to utilize technology consider three key indicators to help lead your team to success through your decision making

Do More Than Just SurviveInstantly virtual training was an overnight sensation and we all needed to figure out a way to create meaningful experiences for our members outside of the gym walls Early adopters of virtual training

found themselves jumping right in with tools such as Zoom and YouTube As time progressed we saw that as an industry we needed to take more ownership of the experience by investing in our own personalized digital platforms

Turning to virtual training clearly has its benefits but the million-dollar question remains ldquoHow will we differentiate ourselves from each otherrdquo If everyone has the same abilities why is a member going to come to your platform over mine More importantly if virtual training is

something that is accessible to all why even belong to a fitness center Why not just stick to a local trainer running their own business or better yet why not work out to free videos found online

The winners in the virtual provider war will be those who enhance the experience with engaging assessments experience accountability protocols

TECHNOLOGY CAN HELP YOU LEAD YOUR TEAM TO SUCCESS IN THE POST COVID-19 ERA

Being a source of solutions for people rather than a source of products will be a key factor in success but often those solutions entail the use of technology

BY MARK KOESTER DIRECTOR OF FITNESS ACTIVE WELLNESS AT THE 92ND STREET Y

ldquoWith the onset of COVID-19 the fitness industry quickly realized we needed to turn back to technology and depend fully on it in order to be successfulldquo

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52 OCTOBER 2020

and programming that is not available elsewhere Offer solutions for their current challenges instead of trying to sell your products Coach your team to think of personal training sessions as more of a personal training experience that will have a major impact on someonersquos life for the better At my home site we

refer to our personal training sessions as LCMs or life changing moments At the end of the month when tallying how many sessions a trainer has completed we note that trainer X has completed 120 LCMs not 120 sessions This is because we think of every session as an opportunity to enhance someonersquos life with exceptional programming and personal connections creating life changing moments You have to think of providing experiences with team members that treat virtual training not as a temporary patch but as another successful opportunity not only today but for years to come

Be a Source of Solutions Not ProductsAnother key consideration is to remember that while our members are not in our presence every day we should not forget about their needs For several months members have been figuring it out on their own with new and exciting routines The question remains have they kept up with their physical health and fitness routines as consistently as they did before when gyms were accessible Is their new workout routine enough to replace their previous workouts What will they do when boredom or a plateau sets in Can they reach their fitness and wellness goals without you or your center

You can utilize your CRM to monitor the habits and previous trends of your currently paused member base If someone previously worked with a trainer twice per week before but isnrsquot currently make it a priority to connect with them to see how they are staying on track with their fitness goals You can do this outreach seamlessly by utilizing a digital front

door strategy that uses innovation to pick up manual work that can be automated shrinking the risk of no-shows pushing notification reminders freeing staff to interact with clients or managing high impact functions The digital front door is a strategy for engaging members at every major touchpoint of their journey by utilizing technology that they have already adopted A strong digital front door strategy doesnrsquot rely on one cure-all app but it will leverage technology to expand access improve productivity and drive higher satisfaction Typically used in the medical field think of a digital front door as times when someone is searching the internet with questions about fitness the digital front door serves to guide them from a fitness centerrsquos home page to an actionable step such as scheduling a face-to-face appointment with a trainer In this way a digital front door helps fitness centers track leads and most importantly for your members to quickly get the help they need

Another aspect of this strategy could be the use of an automated member feedback system Systematically polling your members with a free or for-fee member survey platform will help you get a better understanding of where they are mentally The information uncovered can be incredibly helpful when utilized for both partiesrsquo advantage As a disclaimer make sure you consider your people process and

planning for managing this information well before implementing it If you ask for feedback you will get feedback Just be sure you are prepared to follow up on their responses and show you are being proactive about this valuable feedback

Itrsquos important to note that the sheer concept of what we deliver as a fitness center has gotten a lot more

complicated for us post COVID-19 Itrsquos important to remind ourselves that we arenrsquot just a fitness center but rather we are health clubs The public should be reminded that our spaces mdash in whatever form they may be mdash have always been here for their health first and foremost

Take A BreathItrsquos more important than ever to remember that

ldquoThe winners in the virtual provider war will be those who enhance the experience with engaging assessments experience accountability protocols and programming that is not available elsewhereldquo

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53 OCTOBER 2020

without a stellar focus on our people planning and process you have nothing of substance to offer to members The world has yet to see a software developed that will strive under substandard people leadership Before investing in a new software you should consider not only how it will affect the member

base but also how it will affect your team members In this day and age when people are working from home more often and are re-evaluating their work-life balance at every turn itrsquos important to consider the new ways in which this will affect your teamrsquos learning ability and thus your project rollout It may

make incredible financial sense but is it truly the right time operationally to roll out new software Is the team ready Are you ready to manage the system and all of the questions that will come your way Have you given yourself enough time to train team members and possibly do a controlled soft launch

If the answer is ldquonordquo to any of these questions then it might be a good time to consider the options already under your own roof (or cloud) Is there a software in the house that you may be underutilizing that may create a similar desired impact but with no additional cost half the training and a quarter of the operational impact These are the types of questions we should be asking ourselves

This is also a great opportunity to ask your team if they are sitting on an idea worth putting to action After all the goal of any good leader should be

to work themselves out of a job by training and mentoring their junior leaders to level up Encourage growth by supporting new innovations from the inside while simultaneously building new leaders

The keys to long-term success is to be hyper connected with our team and member base on a personal level There are so many variables each person must consider even before coming to work each day to make it a value-add to their lives When it comes to leading a winning fitness team in the COVID-19 era we should be expecting more from our team than simply surviving Find ways to differentiate yourself by excelling with high-quality offerings When communicating with your members offer solutions Be a source of problem-solving programming Lastly take a breath and move a step slower when making decisions big or small Your team will thank you for it in the long run

Keep these rules in mind and you will be off making LCMs at your health club in no time

BIOMark Koester has been involved in the New York City fitness industry for more than 14 years In 2014 he joined Active Wellness as the director of fitness at the 92nd St Y Koester currently oversees a personal training department that consistently

exceeds $125 million annually Throughout his career he has received several awards and accolades for personal training sales and thoughtful fitness programmingdevelopment He is also a subject matter expert with ACE Fitness in the fields of personal training and health coaching

ldquoThe public should be reminded that our spacesmdashin whatever form they may bemdashhave always been here for their health first and foremostldquo

TABLE OF CONTENTS347

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51

TWO MUST-HAVES ON THE ROAD TO CHANGE DIGITAL FITNESS AND HUMAN TOUCHBy Pamela Kufahl Director of Content Club Industry


SUCCESSFUL FITNESS FACILITY OPERATORS ARE USING TECHNOLOGY IN CUSTOMER-FOCUSED WAYS

INCREASING NEW JOINS TO YOUR HEALTH CLUB THROUGH TECHNOLOGY By Aaron Verasammy national sales director ABC Fitness Solutions

WHY AN AI-POWERED MEMBER ENGAGEMENT ASSISTANT IS ESSENTIAL TO YOUR CLUBrsquoS COMMUNITY By Steve Ayers vice president Club Automation

ONLINE AND HYBRID FITNESS CLASSESmdashHELPFUL OR HYPE By Marilyn Cox vice president of marketing Clubessential Holdings

IN TODAYrsquoS SERVICE ECONOMY DATA DRIVES DEEPER CUSTOMER INSIGHTS By Garrett Marshall business development Xponential Fitness

AI AND HUMAN EMPATHY FOR FITNESS AND THERAPY By Clint Gehde co-founder and head coach Exer

CROSSING THE HYBRID CLUB FRONTIER By Andrew Evenson senior director operations and brand strategy FitnessOnDemand

VIRTUAL PERSONAL TRAINING MUST BE AN EXTENSION OF YOUR BRICK-AND-MORTAR CLUBBy Austin Cohen CEO FlexIt Inc and Justin Turetsky COO FlexIt Inc

TECHNOLOGY AND FITNESS A PARTNERSHIP THATrsquoS JUST GETTING STARTEDBy Kate Golden director of health and wellness operations Newtown Athletic Club

TECHNOLOGY AND THE HUMAN CONNECTION YOUR GYM MUST OFFER BOTH TO PROSPER By Jeff Esswein vice president of strategic accounts and digital content Freemotion

LEVERAGING TECHNOLOGY TO REACTIVATE GYM MEMBERSHIPS By Joe Hashey founder Level Up Your Gym

5 WAYS DIGITAL TECHNOLOGY ENHANCES THE EXERCISER EXPERIENCE By Life Fitness

TECHNOLOGY IS CHANGING THE PERSONAL TRAINER ROLE OF THE FUTUREBy Sheldon McBee personal training director Universal Athletic Club

THE NEXT 5 YEARS IS THE AGE OF HYBRID MODELS DIGITAL FITNESS COMPANIES AND AT-HOME GYMS By Mike Tan vice president of business development Lift Session

POST-COVID-19 FITNESS CONSUMERS DEMAND A NEW ERA OF COMMITMENT CONNECTION AND RESULTS By Tony Garcia founder and CEO MYE Fitness Technologies

HOW AI CAN ENHANCE WORKOUTS WITH DATA-DRIVEN PREDICTIONS By David Steel chief viral officer SneezeIt

THE HOUSTONIAN CLUB PIVOTS WITH TECHNOLOGY TO CONTINUE SERVING ITS MEMBERS DURING AND AFTER COVID-19 By Allie Clark marketing manager The Houstonian

5 TIPS FOR OPTIMIZING THE MARKETING EFFORTS OF YOUR FITNESS BUSINESS By Tim Sebold vice president of digital marketing soolis

FITNESS TRACKING TAKES ON MEANINGFUL AND IMPACTFUL INSIGHTS By Ruben Mejia chief of external operations SportsArt Americas

UNDER SIEGE HOW THE FITNESS INDUSTRY IS BEING DISRUPTED By Raj Sareen co-founder and CEO Styku

HUMAN CONNECTION THE SECRET INGREDIENT OF FITNESS TECHNOLOGY IN THE COVID WORLD By Laura Dunlop senior marketing manager Trainerize

TECHNOLOGY CAN HELP YOU LEAD YOUR TEAM TO SUCCESS IN THE POST COVID-19 ERABy Mark Koester director of fitness Active Wellness at the 92nd Street Y

OCTOBER 2020

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Sincerely


wwwclubindustrycom

EDITORrsquoS LETTER








wwwclubindustrycom


4 OCTOBER 2020









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BE THEIR LEADER

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SPONSOR EXER

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VALUE-ADD BENEFIT

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23 OCTOBER 2020













SPONSOR FLEXIT INC

24 OCTOBER 2020



Acquire new members

Increase revenue



Revenue + Reach



25 OCTOBER 2020















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27 OCTOBER 2020















SPONSOR FREEMOTION

28 OCTOBER 2020

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Glen Coe

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Toda

yrsquos W

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29 OCTOBER 2020
















30 OCTOBER 2020



www com

31 OCTOBER 2020











BY LIFE FITNESS


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35 OCTOBER 2020

















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OnDemand






37 OCTOBER 2020

















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39 OCTOBER 2020

















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40 OCTOBER 2020

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42 OCTOBER 2020












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DIGITAL MARKETING



45 OCTOBER 2020













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47 OCTOBER 2020














SPONSOR STYKU

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SPONSOR TRAINERIZE

50 OCTOBER 2020








51 OCTOBER 2020













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52 OCTOBER 2020












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53 OCTOBER 2020












3 OCTOBER 2020









Sincerely


wwwclubindustrycom

EDITORrsquoS LETTER








wwwclubindustrycom


4 OCTOBER 2020









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RA

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5 OCTOBER 2020













6 OCTOBER 2020













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7 OCTOBER 2020












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8 OCTOBER 2020












9 OCTOBER 2020



















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11 OCTOBER 2020











12 OCTOBER 2020
















13 OCTOBER 2020





OR CALL 1-800-551-9733

14 OCTOBER 2020
















15 OCTOBER 2020



BE THEIR LEADER

16 OCTOBER 2020














SPONSOR CLUBREADY

17 OCTOBER 2020

18 OCTOBER 2020

















19 OCTOBER 2020













SPONSOR EXER

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21 OCTOBER 2020













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VALUE-ADD BENEFIT

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SPONSOR FLEXIT INC

24 OCTOBER 2020



Acquire new members

Increase revenue



Revenue + Reach



25 OCTOBER 2020















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OT

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RA

PH

Y G

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TY

IMA

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26 OCTOBER 2020













27 OCTOBER 2020















SPONSOR FREEMOTION

28 OCTOBER 2020

Patagonia

Venice

Paris

Kenya

Bora Bora

Iceland

Swiss Alps

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Italian Dolomites

New Zealand

Hawaii

Grand Canyon

Moab Utah

Antarctica

Scottish Highlands

Machu Picchu

Glen Coe

Easter Island

Mount Kilimanjaro

Egypt

Rome


Toda

yrsquos W

orko

ut De

stina

tion


29 OCTOBER 2020
















30 OCTOBER 2020



www com

31 OCTOBER 2020











BY LIFE FITNESS


32 OCTOBER 2020





33 OCTOBER 2020











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34 OCTOBER 2020














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OnDemand






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52 OCTOBER 2020












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53 OCTOBER 2020












4 OCTOBER 2020









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5 OCTOBER 2020













6 OCTOBER 2020













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7 OCTOBER 2020












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8 OCTOBER 2020












9 OCTOBER 2020



















10 OCTOBER 2020












11 OCTOBER 2020











12 OCTOBER 2020
















13 OCTOBER 2020





OR CALL 1-800-551-9733

14 OCTOBER 2020
















15 OCTOBER 2020



BE THEIR LEADER

16 OCTOBER 2020














SPONSOR CLUBREADY

17 OCTOBER 2020

18 OCTOBER 2020

















19 OCTOBER 2020













SPONSOR EXER

20 OCTOBER 2020

21 OCTOBER 2020













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VALUE-ADD BENEFIT

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23 OCTOBER 2020













SPONSOR FLEXIT INC

24 OCTOBER 2020



Acquire new members

Increase revenue



Revenue + Reach



25 OCTOBER 2020















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OT

OG

RA

PH

Y G

ET

TY

IMA

GE

S

26 OCTOBER 2020













27 OCTOBER 2020















SPONSOR FREEMOTION

28 OCTOBER 2020

Patagonia

Venice

Paris

Kenya

Bora Bora

Iceland

Swiss Alps

Swiss Alps

Italian Dolomites

New Zealand

Hawaii

Grand Canyon

Moab Utah

Antarctica

Scottish Highlands

Machu Picchu

Glen Coe

Easter Island

Mount Kilimanjaro

Egypt

Rome


Toda

yrsquos W

orko

ut De

stina

tion


29 OCTOBER 2020
















30 OCTOBER 2020



www com

31 OCTOBER 2020











BY LIFE FITNESS


32 OCTOBER 2020





33 OCTOBER 2020











PH

OT

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34 OCTOBER 2020














35 OCTOBER 2020

















36 OCTOBER 2020





OnDemand






37 OCTOBER 2020

















38 OCTOBER 2020





39 OCTOBER 2020

















SPONSOR SNEEZEIT

40 OCTOBER 2020

41 OCTOBER 2020













42 OCTOBER 2020












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into the modern era





SPONSOR SOOLIS

44 OCTOBER 2020

DIGITAL MARKETING



45 OCTOBER 2020













46 OCTOBER 2020




47 OCTOBER 2020














SPONSOR STYKU

48 OCTOBER 2020



49 OCTOBER 2020






















SPONSOR TRAINERIZE

50 OCTOBER 2020








51 OCTOBER 2020













PH

OT

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52 OCTOBER 2020












PH

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53 OCTOBER 2020












5 OCTOBER 2020













6 OCTOBER 2020













PH

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8 OCTOBER 2020












9 OCTOBER 2020



















10 OCTOBER 2020












11 OCTOBER 2020











12 OCTOBER 2020
















13 OCTOBER 2020





OR CALL 1-800-551-9733

14 OCTOBER 2020
















15 OCTOBER 2020



BE THEIR LEADER

16 OCTOBER 2020














SPONSOR CLUBREADY

17 OCTOBER 2020

18 OCTOBER 2020

















19 OCTOBER 2020













SPONSOR EXER

20 OCTOBER 2020

21 OCTOBER 2020













22 OCTOBER 2020













VALUE-ADD BENEFIT

RETENTION TOOL


23 OCTOBER 2020













SPONSOR FLEXIT INC

24 OCTOBER 2020



Acquire new members

Increase revenue



Revenue + Reach



25 OCTOBER 2020















PH

OT

OG

RA

PH

Y G

ET

TY

IMA

GE

S

26 OCTOBER 2020













27 OCTOBER 2020















SPONSOR FREEMOTION

28 OCTOBER 2020

Patagonia

Venice

Paris

Kenya

Bora Bora

Iceland

Swiss Alps

Swiss Alps

Italian Dolomites

New Zealand

Hawaii

Grand Canyon

Moab Utah

Antarctica

Scottish Highlands

Machu Picchu

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Mount Kilimanjaro

Egypt

Rome


Toda

yrsquos W

orko

ut De

stina

tion


29 OCTOBER 2020
















30 OCTOBER 2020



www com

31 OCTOBER 2020











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32 OCTOBER 2020





33 OCTOBER 2020











PH

OT

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34 OCTOBER 2020














35 OCTOBER 2020

















36 OCTOBER 2020





OnDemand






37 OCTOBER 2020

















38 OCTOBER 2020





39 OCTOBER 2020

















SPONSOR SNEEZEIT

40 OCTOBER 2020

41 OCTOBER 2020













42 OCTOBER 2020












43 OCTOBER 2020

















into the modern era





SPONSOR SOOLIS

44 OCTOBER 2020

DIGITAL MARKETING



45 OCTOBER 2020













46 OCTOBER 2020




47 OCTOBER 2020














SPONSOR STYKU

48 OCTOBER 2020



49 OCTOBER 2020






















SPONSOR TRAINERIZE

50 OCTOBER 2020








51 OCTOBER 2020













PH

OT

OG

RA

PH

Y G

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TY

IMA

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S

52 OCTOBER 2020












PH

OT

OG

RA

PH

Y G

ET

TY

IMA

GE

S

53 OCTOBER 2020












6 OCTOBER 2020













PH

OT

OG

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ET

TY

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S

7 OCTOBER 2020












PH

OT

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PH

Y G

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8 OCTOBER 2020












9 OCTOBER 2020



















10 OCTOBER 2020












11 OCTOBER 2020











12 OCTOBER 2020
















13 OCTOBER 2020





OR CALL 1-800-551-9733

14 OCTOBER 2020
















15 OCTOBER 2020



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16 OCTOBER 2020














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17 OCTOBER 2020

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20 OCTOBER 2020

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22 OCTOBER 2020













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23 OCTOBER 2020













SPONSOR FLEXIT INC

24 OCTOBER 2020



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25 OCTOBER 2020















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OT

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26 OCTOBER 2020













27 OCTOBER 2020















SPONSOR FREEMOTION

28 OCTOBER 2020

Patagonia

Venice

Paris

Kenya

Bora Bora

Iceland

Swiss Alps

Swiss Alps

Italian Dolomites

New Zealand

Hawaii

Grand Canyon

Moab Utah

Antarctica

Scottish Highlands

Machu Picchu

Glen Coe

Easter Island

Mount Kilimanjaro

Egypt

Rome


Toda

yrsquos W

orko

ut De

stina

tion


29 OCTOBER 2020
















30 OCTOBER 2020



www com

31 OCTOBER 2020











BY LIFE FITNESS


32 OCTOBER 2020





33 OCTOBER 2020











PH

OT

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34 OCTOBER 2020














35 OCTOBER 2020

















36 OCTOBER 2020





OnDemand






37 OCTOBER 2020

















38 OCTOBER 2020





39 OCTOBER 2020

















SPONSOR SNEEZEIT

40 OCTOBER 2020

41 OCTOBER 2020













42 OCTOBER 2020












43 OCTOBER 2020

















into the modern era





SPONSOR SOOLIS

44 OCTOBER 2020

DIGITAL MARKETING



45 OCTOBER 2020













46 OCTOBER 2020




47 OCTOBER 2020














SPONSOR STYKU

48 OCTOBER 2020



49 OCTOBER 2020






















SPONSOR TRAINERIZE

50 OCTOBER 2020








51 OCTOBER 2020













PH

OT

OG

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Y G

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S

52 OCTOBER 2020












PH

OT

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S

53 OCTOBER 2020












7 OCTOBER 2020












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OT

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TY

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8 OCTOBER 2020












9 OCTOBER 2020



















10 OCTOBER 2020












11 OCTOBER 2020











12 OCTOBER 2020
















13 OCTOBER 2020





OR CALL 1-800-551-9733

14 OCTOBER 2020
















15 OCTOBER 2020



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16 OCTOBER 2020














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17 OCTOBER 2020

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19 OCTOBER 2020













SPONSOR EXER

20 OCTOBER 2020

21 OCTOBER 2020













22 OCTOBER 2020













VALUE-ADD BENEFIT

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23 OCTOBER 2020













SPONSOR FLEXIT INC

24 OCTOBER 2020



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25 OCTOBER 2020















PH

OT

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26 OCTOBER 2020













27 OCTOBER 2020















SPONSOR FREEMOTION

28 OCTOBER 2020

Patagonia

Venice

Paris

Kenya

Bora Bora

Iceland

Swiss Alps

Swiss Alps

Italian Dolomites

New Zealand

Hawaii

Grand Canyon

Moab Utah

Antarctica

Scottish Highlands

Machu Picchu

Glen Coe

Easter Island

Mount Kilimanjaro

Egypt

Rome


Toda

yrsquos W

orko

ut De

stina

tion


29 OCTOBER 2020
















30 OCTOBER 2020



www com

31 OCTOBER 2020











BY LIFE FITNESS


32 OCTOBER 2020





33 OCTOBER 2020











PH

OT

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Y G

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34 OCTOBER 2020














35 OCTOBER 2020

















36 OCTOBER 2020





OnDemand






37 OCTOBER 2020

















38 OCTOBER 2020





39 OCTOBER 2020

















SPONSOR SNEEZEIT

40 OCTOBER 2020

41 OCTOBER 2020













42 OCTOBER 2020












43 OCTOBER 2020

















into the modern era





SPONSOR SOOLIS

44 OCTOBER 2020

DIGITAL MARKETING



45 OCTOBER 2020













46 OCTOBER 2020




47 OCTOBER 2020














SPONSOR STYKU

48 OCTOBER 2020



49 OCTOBER 2020






















SPONSOR TRAINERIZE

50 OCTOBER 2020








51 OCTOBER 2020













PH

OT

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Y G

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52 OCTOBER 2020












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OT

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TY

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53 OCTOBER 2020












8 OCTOBER 2020












9 OCTOBER 2020



















10 OCTOBER 2020












11 OCTOBER 2020











12 OCTOBER 2020
















13 OCTOBER 2020





OR CALL 1-800-551-9733

14 OCTOBER 2020
















15 OCTOBER 2020



BE THEIR LEADER

16 OCTOBER 2020














SPONSOR CLUBREADY

17 OCTOBER 2020

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19 OCTOBER 2020













SPONSOR EXER

20 OCTOBER 2020

21 OCTOBER 2020













22 OCTOBER 2020













VALUE-ADD BENEFIT

RETENTION TOOL


23 OCTOBER 2020













SPONSOR FLEXIT INC

24 OCTOBER 2020



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25 OCTOBER 2020















PH

OT

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26 OCTOBER 2020













27 OCTOBER 2020















SPONSOR FREEMOTION

28 OCTOBER 2020

Patagonia

Venice

Paris

Kenya

Bora Bora

Iceland

Swiss Alps

Swiss Alps

Italian Dolomites

New Zealand

Hawaii

Grand Canyon

Moab Utah

Antarctica

Scottish Highlands

Machu Picchu

Glen Coe

Easter Island

Mount Kilimanjaro

Egypt

Rome


Toda

yrsquos W

orko

ut De

stina

tion


29 OCTOBER 2020
















30 OCTOBER 2020



www com

31 OCTOBER 2020











BY LIFE FITNESS


32 OCTOBER 2020





33 OCTOBER 2020











PH

OT

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Y G

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34 OCTOBER 2020














35 OCTOBER 2020

















36 OCTOBER 2020





OnDemand






37 OCTOBER 2020

















38 OCTOBER 2020





39 OCTOBER 2020

















SPONSOR SNEEZEIT

40 OCTOBER 2020

41 OCTOBER 2020













42 OCTOBER 2020












43 OCTOBER 2020

















into the modern era





SPONSOR SOOLIS

44 OCTOBER 2020

DIGITAL MARKETING



45 OCTOBER 2020













46 OCTOBER 2020




47 OCTOBER 2020














SPONSOR STYKU

48 OCTOBER 2020



49 OCTOBER 2020






















SPONSOR TRAINERIZE

50 OCTOBER 2020








51 OCTOBER 2020













PH

OT

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Y G

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52 OCTOBER 2020












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OT

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53 OCTOBER 2020












9 OCTOBER 2020



















10 OCTOBER 2020












11 OCTOBER 2020











12 OCTOBER 2020
















13 OCTOBER 2020





OR CALL 1-800-551-9733

14 OCTOBER 2020
















15 OCTOBER 2020



BE THEIR LEADER

16 OCTOBER 2020














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17 OCTOBER 2020

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19 OCTOBER 2020













SPONSOR EXER

20 OCTOBER 2020

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22 OCTOBER 2020













VALUE-ADD BENEFIT

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23 OCTOBER 2020













SPONSOR FLEXIT INC

24 OCTOBER 2020



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25 OCTOBER 2020















PH

OT

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26 OCTOBER 2020













27 OCTOBER 2020















SPONSOR FREEMOTION

28 OCTOBER 2020

Patagonia

Venice

Paris

Kenya

Bora Bora

Iceland

Swiss Alps

Swiss Alps

Italian Dolomites

New Zealand

Hawaii

Grand Canyon

Moab Utah

Antarctica

Scottish Highlands

Machu Picchu

Glen Coe

Easter Island

Mount Kilimanjaro

Egypt

Rome


Toda

yrsquos W

orko

ut De

stina

tion


29 OCTOBER 2020
















30 OCTOBER 2020



www com

31 OCTOBER 2020











BY LIFE FITNESS


32 OCTOBER 2020





33 OCTOBER 2020











PH

OT

OG

RA

PH

Y G

ET

TY

IMA

GE

S

34 OCTOBER 2020














35 OCTOBER 2020

















36 OCTOBER 2020





OnDemand






37 OCTOBER 2020

















38 OCTOBER 2020





39 OCTOBER 2020

















SPONSOR SNEEZEIT

40 OCTOBER 2020

41 OCTOBER 2020













42 OCTOBER 2020












43 OCTOBER 2020

















into the modern era





SPONSOR SOOLIS

44 OCTOBER 2020

DIGITAL MARKETING



45 OCTOBER 2020













46 OCTOBER 2020




47 OCTOBER 2020














SPONSOR STYKU

48 OCTOBER 2020



49 OCTOBER 2020






















SPONSOR TRAINERIZE

50 OCTOBER 2020








51 OCTOBER 2020













PH

OT

OG

RA

PH

Y G

ET

TY

IMA

GE

S

52 OCTOBER 2020












PH

OT

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RA

PH

Y G

ET

TY

IMA

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53 OCTOBER 2020












10 OCTOBER 2020












11 OCTOBER 2020











12 OCTOBER 2020
















13 OCTOBER 2020





OR CALL 1-800-551-9733

14 OCTOBER 2020
















15 OCTOBER 2020



BE THEIR LEADER

16 OCTOBER 2020














SPONSOR CLUBREADY

17 OCTOBER 2020

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19 OCTOBER 2020













SPONSOR EXER

20 OCTOBER 2020

21 OCTOBER 2020













22 OCTOBER 2020













VALUE-ADD BENEFIT

RETENTION TOOL


23 OCTOBER 2020













SPONSOR FLEXIT INC

24 OCTOBER 2020



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25 OCTOBER 2020















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OT

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Y G

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26 OCTOBER 2020













27 OCTOBER 2020















SPONSOR FREEMOTION

28 OCTOBER 2020

Patagonia

Venice

Paris

Kenya

Bora Bora

Iceland

Swiss Alps

Swiss Alps

Italian Dolomites

New Zealand

Hawaii

Grand Canyon

Moab Utah

Antarctica

Scottish Highlands

Machu Picchu

Glen Coe

Easter Island

Mount Kilimanjaro

Egypt

Rome


Toda

yrsquos W

orko

ut De

stina

tion


29 OCTOBER 2020
















30 OCTOBER 2020



www com

31 OCTOBER 2020











BY LIFE FITNESS


32 OCTOBER 2020





33 OCTOBER 2020











PH

OT

OG

RA

PH

Y G

ET

TY

IMA

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S

34 OCTOBER 2020














35 OCTOBER 2020

















36 OCTOBER 2020





OnDemand






37 OCTOBER 2020

















38 OCTOBER 2020





39 OCTOBER 2020

















SPONSOR SNEEZEIT

40 OCTOBER 2020

41 OCTOBER 2020













42 OCTOBER 2020












43 OCTOBER 2020

















into the modern era





SPONSOR SOOLIS

44 OCTOBER 2020

DIGITAL MARKETING



45 OCTOBER 2020













46 OCTOBER 2020




47 OCTOBER 2020














SPONSOR STYKU

48 OCTOBER 2020



49 OCTOBER 2020






















SPONSOR TRAINERIZE

50 OCTOBER 2020








51 OCTOBER 2020













PH

OT

OG

RA

PH

Y G

ET

TY

IMA

GE

S

52 OCTOBER 2020












PH

OT

OG

RA

PH

Y G

ET

TY

IMA

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53 OCTOBER 2020












11 OCTOBER 2020











12 OCTOBER 2020
















13 OCTOBER 2020





OR CALL 1-800-551-9733

14 OCTOBER 2020
















15 OCTOBER 2020



BE THEIR LEADER

16 OCTOBER 2020














SPONSOR CLUBREADY

17 OCTOBER 2020

18 OCTOBER 2020

















19 OCTOBER 2020













SPONSOR EXER

20 OCTOBER 2020

21 OCTOBER 2020













22 OCTOBER 2020













VALUE-ADD BENEFIT

RETENTION TOOL


23 OCTOBER 2020













SPONSOR FLEXIT INC

24 OCTOBER 2020



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25 OCTOBER 2020















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OT

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Y G

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26 OCTOBER 2020













27 OCTOBER 2020















SPONSOR FREEMOTION

28 OCTOBER 2020

Patagonia

Venice

Paris

Kenya

Bora Bora

Iceland

Swiss Alps

Swiss Alps

Italian Dolomites

New Zealand

Hawaii

Grand Canyon

Moab Utah

Antarctica

Scottish Highlands

Machu Picchu

Glen Coe

Easter Island

Mount Kilimanjaro

Egypt

Rome


Toda

yrsquos W

orko

ut De

stina

tion


29 OCTOBER 2020
















30 OCTOBER 2020



www com

31 OCTOBER 2020











BY LIFE FITNESS


32 OCTOBER 2020





33 OCTOBER 2020











PH

OT

OG

RA

PH

Y G

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TY

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34 OCTOBER 2020














35 OCTOBER 2020

















36 OCTOBER 2020





OnDemand






37 OCTOBER 2020

















38 OCTOBER 2020





39 OCTOBER 2020

















SPONSOR SNEEZEIT

40 OCTOBER 2020

41 OCTOBER 2020













42 OCTOBER 2020












43 OCTOBER 2020

















into the modern era





SPONSOR SOOLIS

44 OCTOBER 2020

DIGITAL MARKETING



45 OCTOBER 2020













46 OCTOBER 2020




47 OCTOBER 2020














SPONSOR STYKU

48 OCTOBER 2020



49 OCTOBER 2020






















SPONSOR TRAINERIZE

50 OCTOBER 2020








51 OCTOBER 2020













PH

OT

OG

RA

PH

Y G

ET

TY

IMA

GE

S

52 OCTOBER 2020












PH

OT

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RA

PH

Y G

ET

TY

IMA

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S

53 OCTOBER 2020












12 OCTOBER 2020
















13 OCTOBER 2020





OR CALL 1-800-551-9733

14 OCTOBER 2020
















15 OCTOBER 2020



BE THEIR LEADER

16 OCTOBER 2020














SPONSOR CLUBREADY

17 OCTOBER 2020

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19 OCTOBER 2020













SPONSOR EXER

20 OCTOBER 2020

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22 OCTOBER 2020













VALUE-ADD BENEFIT

RETENTION TOOL


23 OCTOBER 2020













SPONSOR FLEXIT INC

24 OCTOBER 2020



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25 OCTOBER 2020















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OT

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Y G

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26 OCTOBER 2020













27 OCTOBER 2020















SPONSOR FREEMOTION

28 OCTOBER 2020

Patagonia

Venice

Paris

Kenya

Bora Bora

Iceland

Swiss Alps

Swiss Alps

Italian Dolomites

New Zealand

Hawaii

Grand Canyon

Moab Utah

Antarctica

Scottish Highlands

Machu Picchu

Glen Coe

Easter Island

Mount Kilimanjaro

Egypt

Rome


Toda

yrsquos W

orko

ut De

stina

tion


29 OCTOBER 2020
















30 OCTOBER 2020



www com

31 OCTOBER 2020











BY LIFE FITNESS


32 OCTOBER 2020





33 OCTOBER 2020











PH

OT

OG

RA

PH

Y G

ET

TY

IMA

GE

S

34 OCTOBER 2020














35 OCTOBER 2020

















36 OCTOBER 2020





OnDemand






37 OCTOBER 2020

















38 OCTOBER 2020





39 OCTOBER 2020

















SPONSOR SNEEZEIT

40 OCTOBER 2020

41 OCTOBER 2020













42 OCTOBER 2020












43 OCTOBER 2020

















into the modern era





SPONSOR SOOLIS

44 OCTOBER 2020

DIGITAL MARKETING



45 OCTOBER 2020













46 OCTOBER 2020




47 OCTOBER 2020














SPONSOR STYKU

48 OCTOBER 2020



49 OCTOBER 2020






















SPONSOR TRAINERIZE

50 OCTOBER 2020








51 OCTOBER 2020













PH

OT

OG

RA

PH

Y G

ET

TY

IMA

GE

S

52 OCTOBER 2020












PH

OT

OG

RA

PH

Y G

ET

TY

IMA

GE

S

53 OCTOBER 2020












13 OCTOBER 2020





OR CALL 1-800-551-9733

14 OCTOBER 2020
















15 OCTOBER 2020



BE THEIR LEADER

16 OCTOBER 2020














SPONSOR CLUBREADY

17 OCTOBER 2020

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19 OCTOBER 2020













SPONSOR EXER

20 OCTOBER 2020

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22 OCTOBER 2020













VALUE-ADD BENEFIT

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23 OCTOBER 2020













SPONSOR FLEXIT INC

24 OCTOBER 2020



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25 OCTOBER 2020















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OT

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Y G

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26 OCTOBER 2020













27 OCTOBER 2020















SPONSOR FREEMOTION

28 OCTOBER 2020

Patagonia

Venice

Paris

Kenya

Bora Bora

Iceland

Swiss Alps

Swiss Alps

Italian Dolomites

New Zealand

Hawaii

Grand Canyon

Moab Utah

Antarctica

Scottish Highlands

Machu Picchu

Glen Coe

Easter Island

Mount Kilimanjaro

Egypt

Rome


Toda

yrsquos W

orko

ut De

stina

tion


29 OCTOBER 2020
















30 OCTOBER 2020



www com

31 OCTOBER 2020











BY LIFE FITNESS


32 OCTOBER 2020





33 OCTOBER 2020











PH

OT

OG

RA

PH

Y G

ET

TY

IMA

GE

S

34 OCTOBER 2020














35 OCTOBER 2020

















36 OCTOBER 2020





OnDemand






37 OCTOBER 2020

















38 OCTOBER 2020





39 OCTOBER 2020

















SPONSOR SNEEZEIT

40 OCTOBER 2020

41 OCTOBER 2020













42 OCTOBER 2020












43 OCTOBER 2020

















into the modern era





SPONSOR SOOLIS

44 OCTOBER 2020

DIGITAL MARKETING



45 OCTOBER 2020













46 OCTOBER 2020




47 OCTOBER 2020














SPONSOR STYKU

48 OCTOBER 2020



49 OCTOBER 2020






















SPONSOR TRAINERIZE

50 OCTOBER 2020








51 OCTOBER 2020













PH

OT

OG

RA

PH

Y G

ET

TY

IMA

GE

S

52 OCTOBER 2020












PH

OT

OG

RA

PH

Y G

ET

TY

IMA

GE

S

53 OCTOBER 2020












14 OCTOBER 2020
















15 OCTOBER 2020



BE THEIR LEADER

16 OCTOBER 2020














SPONSOR CLUBREADY

17 OCTOBER 2020

18 OCTOBER 2020

















19 OCTOBER 2020













SPONSOR EXER

20 OCTOBER 2020

21 OCTOBER 2020













22 OCTOBER 2020













VALUE-ADD BENEFIT

RETENTION TOOL


23 OCTOBER 2020













SPONSOR FLEXIT INC

24 OCTOBER 2020



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25 OCTOBER 2020















PH

OT

OG

RA

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Y G

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26 OCTOBER 2020













27 OCTOBER 2020















SPONSOR FREEMOTION

28 OCTOBER 2020

Patagonia

Venice

Paris

Kenya

Bora Bora

Iceland

Swiss Alps

Swiss Alps

Italian Dolomites

New Zealand

Hawaii

Grand Canyon

Moab Utah

Antarctica

Scottish Highlands

Machu Picchu

Glen Coe

Easter Island

Mount Kilimanjaro

Egypt

Rome


Toda

yrsquos W

orko

ut De

stina

tion


29 OCTOBER 2020
















30 OCTOBER 2020



www com

31 OCTOBER 2020











BY LIFE FITNESS


32 OCTOBER 2020





33 OCTOBER 2020











PH

OT

OG

RA

PH

Y G

ET

TY

IMA

GE

S

34 OCTOBER 2020














35 OCTOBER 2020

















36 OCTOBER 2020





OnDemand






37 OCTOBER 2020

















38 OCTOBER 2020





39 OCTOBER 2020

















SPONSOR SNEEZEIT

40 OCTOBER 2020

41 OCTOBER 2020













42 OCTOBER 2020












43 OCTOBER 2020

















into the modern era





SPONSOR SOOLIS

44 OCTOBER 2020

DIGITAL MARKETING



45 OCTOBER 2020













46 OCTOBER 2020




47 OCTOBER 2020














SPONSOR STYKU

48 OCTOBER 2020



49 OCTOBER 2020






















SPONSOR TRAINERIZE

50 OCTOBER 2020








51 OCTOBER 2020













PH

OT

OG

RA

PH

Y G

ET

TY

IMA

GE

S

52 OCTOBER 2020












PH

OT

OG

RA

PH

Y G

ET

TY

IMA

GE

S

53 OCTOBER 2020












15 OCTOBER 2020



BE THEIR LEADER

16 OCTOBER 2020














SPONSOR CLUBREADY

17 OCTOBER 2020

18 OCTOBER 2020

















19 OCTOBER 2020













SPONSOR EXER

20 OCTOBER 2020

21 OCTOBER 2020













22 OCTOBER 2020













VALUE-ADD BENEFIT

RETENTION TOOL


23 OCTOBER 2020













SPONSOR FLEXIT INC

24 OCTOBER 2020



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Increase revenue



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25 OCTOBER 2020















PH

OT

OG

RA

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Y G

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S

26 OCTOBER 2020













27 OCTOBER 2020















SPONSOR FREEMOTION

28 OCTOBER 2020

Patagonia

Venice

Paris

Kenya

Bora Bora

Iceland

Swiss Alps

Swiss Alps

Italian Dolomites

New Zealand

Hawaii

Grand Canyon

Moab Utah

Antarctica

Scottish Highlands

Machu Picchu

Glen Coe

Easter Island

Mount Kilimanjaro

Egypt

Rome


Toda

yrsquos W

orko

ut De

stina

tion


29 OCTOBER 2020
















30 OCTOBER 2020



www com

31 OCTOBER 2020











BY LIFE FITNESS


32 OCTOBER 2020





33 OCTOBER 2020











PH

OT

OG

RA

PH

Y G

ET

TY

IMA

GE

S

34 OCTOBER 2020














35 OCTOBER 2020

















36 OCTOBER 2020





OnDemand






37 OCTOBER 2020

















38 OCTOBER 2020





39 OCTOBER 2020

















SPONSOR SNEEZEIT

40 OCTOBER 2020

41 OCTOBER 2020













42 OCTOBER 2020












43 OCTOBER 2020

















into the modern era





SPONSOR SOOLIS

44 OCTOBER 2020

DIGITAL MARKETING



45 OCTOBER 2020













46 OCTOBER 2020




47 OCTOBER 2020














SPONSOR STYKU

48 OCTOBER 2020



49 OCTOBER 2020






















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53 OCTOBER 2020












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37 OCTOBER 2020

















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40 OCTOBER 2020

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53 OCTOBER 2020












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28 OCTOBER 2020

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37 OCTOBER 2020

















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40 OCTOBER 2020

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into the modern era





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53 OCTOBER 2020












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28 OCTOBER 2020

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29 OCTOBER 2020
















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37 OCTOBER 2020

















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39 OCTOBER 2020

















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40 OCTOBER 2020

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into the modern era





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44 OCTOBER 2020

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53 OCTOBER 2020












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28 OCTOBER 2020

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37 OCTOBER 2020

















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40 OCTOBER 2020

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into the modern era





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44 OCTOBER 2020

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28 OCTOBER 2020

Patagonia

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Italian Dolomites

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Antarctica

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40 OCTOBER 2020

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into the modern era





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28 OCTOBER 2020

Patagonia

Venice

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Iceland

Swiss Alps

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Italian Dolomites

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Machu Picchu

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29 OCTOBER 2020
















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OnDemand






37 OCTOBER 2020

















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40 OCTOBER 2020

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into the modern era





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44 OCTOBER 2020

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48 OCTOBER 2020



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28 OCTOBER 2020

Patagonia

Venice

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Swiss Alps

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Italian Dolomites

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Machu Picchu

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Mount Kilimanjaro

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29 OCTOBER 2020
















30 OCTOBER 2020



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37 OCTOBER 2020

















38 OCTOBER 2020





39 OCTOBER 2020

















SPONSOR SNEEZEIT

40 OCTOBER 2020

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into the modern era





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44 OCTOBER 2020

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45 OCTOBER 2020













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50 OCTOBER 2020








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28 OCTOBER 2020

Patagonia

Venice

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Swiss Alps

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Italian Dolomites

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Grand Canyon

Moab Utah

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Machu Picchu

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Toda

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29 OCTOBER 2020
















30 OCTOBER 2020



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OnDemand






37 OCTOBER 2020

















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40 OCTOBER 2020

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into the modern era





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44 OCTOBER 2020

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48 OCTOBER 2020



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50 OCTOBER 2020








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52 OCTOBER 2020












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53 OCTOBER 2020












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28 OCTOBER 2020

Patagonia

Venice

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Italian Dolomites

New Zealand

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Grand Canyon

Moab Utah

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Machu Picchu

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Mount Kilimanjaro

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Rome


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29 OCTOBER 2020
















30 OCTOBER 2020



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37 OCTOBER 2020

















38 OCTOBER 2020





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SPONSOR SNEEZEIT

40 OCTOBER 2020

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into the modern era





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44 OCTOBER 2020

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48 OCTOBER 2020



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50 OCTOBER 2020








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52 OCTOBER 2020












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53 OCTOBER 2020












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26 OCTOBER 2020













27 OCTOBER 2020















SPONSOR FREEMOTION

28 OCTOBER 2020

Patagonia

Venice

Paris

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Bora Bora

Iceland

Swiss Alps

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Italian Dolomites

New Zealand

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Grand Canyon

Moab Utah

Antarctica

Scottish Highlands

Machu Picchu

Glen Coe

Easter Island

Mount Kilimanjaro

Egypt

Rome


Toda

yrsquos W

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ut De

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29 OCTOBER 2020
















30 OCTOBER 2020



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OnDemand






37 OCTOBER 2020

















38 OCTOBER 2020





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SPONSOR SNEEZEIT

40 OCTOBER 2020

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into the modern era





SPONSOR SOOLIS

44 OCTOBER 2020

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48 OCTOBER 2020



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50 OCTOBER 2020








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PH

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52 OCTOBER 2020












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53 OCTOBER 2020












26 OCTOBER 2020













27 OCTOBER 2020















SPONSOR FREEMOTION

28 OCTOBER 2020

Patagonia

Venice

Paris

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Bora Bora

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Swiss Alps

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Italian Dolomites

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Grand Canyon

Moab Utah

Antarctica

Scottish Highlands

Machu Picchu

Glen Coe

Easter Island

Mount Kilimanjaro

Egypt

Rome


Toda

yrsquos W

orko

ut De

stina

tion


29 OCTOBER 2020
















30 OCTOBER 2020



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36 OCTOBER 2020





OnDemand






37 OCTOBER 2020

















38 OCTOBER 2020





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SPONSOR SNEEZEIT

40 OCTOBER 2020

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into the modern era





SPONSOR SOOLIS

44 OCTOBER 2020

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45 OCTOBER 2020













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SPONSOR STYKU

48 OCTOBER 2020



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SPONSOR TRAINERIZE

50 OCTOBER 2020








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PH

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52 OCTOBER 2020












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OT

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53 OCTOBER 2020












27 OCTOBER 2020















SPONSOR FREEMOTION

28 OCTOBER 2020

Patagonia

Venice

Paris

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Bora Bora

Iceland

Swiss Alps

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Italian Dolomites

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Grand Canyon

Moab Utah

Antarctica

Scottish Highlands

Machu Picchu

Glen Coe

Easter Island

Mount Kilimanjaro

Egypt

Rome


Toda

yrsquos W

orko

ut De

stina

tion


29 OCTOBER 2020
















30 OCTOBER 2020



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34 OCTOBER 2020














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36 OCTOBER 2020





OnDemand






37 OCTOBER 2020

















38 OCTOBER 2020





39 OCTOBER 2020

















SPONSOR SNEEZEIT

40 OCTOBER 2020

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42 OCTOBER 2020












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into the modern era





SPONSOR SOOLIS

44 OCTOBER 2020

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45 OCTOBER 2020













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SPONSOR STYKU

48 OCTOBER 2020



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50 OCTOBER 2020








51 OCTOBER 2020













PH

OT

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Y G

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S

52 OCTOBER 2020












PH

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PH

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S

53 OCTOBER 2020












28 OCTOBER 2020

Patagonia

Venice

Paris

Kenya

Bora Bora

Iceland

Swiss Alps

Swiss Alps

Italian Dolomites

New Zealand

Hawaii

Grand Canyon

Moab Utah

Antarctica

Scottish Highlands

Machu Picchu

Glen Coe

Easter Island

Mount Kilimanjaro

Egypt

Rome


Toda

yrsquos W

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ut De

stina

tion


29 OCTOBER 2020
















30 OCTOBER 2020



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OT

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34 OCTOBER 2020














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36 OCTOBER 2020





OnDemand






37 OCTOBER 2020

















38 OCTOBER 2020





39 OCTOBER 2020

















SPONSOR SNEEZEIT

40 OCTOBER 2020

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42 OCTOBER 2020












43 OCTOBER 2020

















into the modern era





SPONSOR SOOLIS

44 OCTOBER 2020

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SPONSOR STYKU

48 OCTOBER 2020



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50 OCTOBER 2020








51 OCTOBER 2020













PH

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TECHNOLOGY: - Questex

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