Spring is a great time to introduce new products and programs, people and opportunities into your business. Although most people prefer the status quo, their minds and bodies crave change and need it. Spring blossoms new energy and enthusiasm in people, so as program directors and managers we should leverage this opportunity to grow our business.
Your members and participants will buy into what you are excited about and you don’t have to be radical to remain relevant or even revolutionize your business. Programs like Pop Pilates is one example. While Pilates has been around for decades, Cassey Ho chose to think outside the box (with program design, music and marketing) and she captured the attention of a whole new generation.
Ellen Latham, the co-founder of Orangetheory Fitness, is another example. She and her partners revolutionized circuit training with what she knew was required in theory to effectively impose metabolic change in 30 minutes, with what she saw as the “new black” in team training.
With IHRSA just a couple months behind me, I am more empowered than ever to think differently about the fitness industry and in particular, about the ways we can influence our members with new opportunities for business growth at the same time.
I’ve been reminded that consumers do not buy what you do, they buy why you do it. The programs you offer are only as great as the people who lead them and the leader who inspires your people. As program directors, we must some spend time on spring-cleaning our programs and at the same time, take the time to refresh our purpose, review our vision and evaluate our brand, our programs and our people.
Mo Hagan is vice president of program innovation for GoodLife Fitness and canfitpro. Email her at mo@goodlifefitness.com.
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