The New Year typically means a new budget and sometimes a new focus or direction for most clubs. For a smaller group, it’s only about continuing the same focus and direction with the expectation of maintaining status quo (if it ain’t broke, don’t fix it).
For the clubs who want to move forward, I have some suggestions to offer on areas of focus and direction for 2011:
• Watch for Emerging Trends
The American College of Sports Medicine recently published an article, “Worldwide Survey of Fitness Trends for 2011,” that was summarized in a press realease.The top 10 trends are:
1. Educated and experienced fitness professionals
2. Fitness programs for older adults
3. Strength training
4. Children and obesity
5. Personal training
6. Core training
7. Exercise and weight loss
8. Bootcamp
9. Functional fitness
10. Physician referrals
These trends are based on a survey that was “distributed to ACSM-certified health and fitness professionals worldwide and was designed to reveal trends in various fitness environments.
What does this all mean for your club? Looking at the trends above, you can analyze whether your club is ready to ride the wave of business coming in 2011. Being prepared for trends will set you ahead of your competition, and prevent you from having to scramble to catch up.
• Consider Member/Employee Rewards Programs
Most industry experts will confirm that the most effective source of new member referrals is from existing members.
Think about implementing a rewards program that will motivate your members to perform certain behaviors that will not only benefit the club but give the member something they value. Getting members to refer other members, buy product and use your club is easy with the right program. One program that is gaining popularity in the industry is fitRewards (www.fitrewards.com). Their program takes very little effort to implement, and can bring big benefits to your club. Employees can also be motivated to help your club succeed by implementing a similar type of rewards program with the goal of promoting incremental sales and improved service.
• Research and Budget for Conferences and Education
As part of your budgeting process, be sure to include fees to attend conferences and continuing education. Some of the leading associations of the industry have annual conferences that are held in different areas of the U.S. Go to www.IHRSA.org for example, then go through your budget and build in any fees to attend — the return on investment is well worth it.
• Look for Ways to go Green
If you haven’t already considered it, think about going green — save money and help the environment. Both are good for business!
Look at your utility bills and recycling habits. Have an audit performed to determine your energy efficiency. As an example, in the New England area, check out New England Energy Management, www.newenglandenergy.com. Search the Internet for your state, plus “energy audit” to find the companies that can help you find problems and recommend solutions.
• Look for Efficiencies within Technology
Social media is a great way to communicate with your current and past members, the community and potential members. If you don’t have a club website yet, you should! Go paperless, and explore offering ways to join online.
Save time and money on printing and storage. Try to stop sending things out using “snail mail.” Communications like invoices, newsletters, welcome notes, birthday wishes and renewal letters can be sent faster and more efficiently using electronic media.
Check into your current club management system to see if you have these options and/or learn to use your e-mail system to communicate with your members electronically. It’s very socially acceptable.
So, are you ready to catch the wave of 2011, and have the ride of your life, or are you going to let it wash you ashore? There’s still time for you to prepare, if you start now.
Susanne Nauseda has an exercise science degree that she put to use in the industry for 10 years prior to joining Twin Oaks Software, where she has worked for the last 12 years. You can reach her at 866.278.6750 or at snauseda@tosd.com.
