In 2018, Tony Ueber was happy and fulfilled in his career as president and CEO of Results Physiotherapy. “It was a great place. We were making a real difference in patient’s lives and I thought I would never leave there,” he said.
But then the opportunity of a lifetime presented itself, in the form of an offer to become the new CEO of 24 Hour Fitness. “It was too good for me to pass up,” recalled Ueber. “Fitness has always been an incredibly important part of my life. Having an opportunity to work in an area I am personally passionate about — it’s pretty special.”
Ueber officially came on board as CEO of 24 Hour Fitness in January 2019, and has since brought his customer-centric approach to the forefront — an approach cultivated during the course of his career, which has seen him serve tenures at brands such as McKinsey & Co., Procter & Gamble, and Banfield Pet Hospital.
“While I have never worked in this industry, I have been a member of multiple health clubs over the years. What we’re trying to do is become much more customer-centric by putting ourselves in the shoes of the member, all the way from when they come into the club as a guest to how we onboard them and get them committed to a fitness regimen that lasts a lifetime,” explained Ueber. “I was really surprised by how many people give up after 90 days or give up after a year. I would really like to see us turn those trends around and truly make a difference in our members’ lives.”
As a result, spurred by Ueber’s passion, 24 Hour Fitness has started a deep-dive into multiple areas of its operations — including its digital presence and technologies, for example — to uncover key areas where it can help members along their fitness journey.
“We’re looking at every touchpoint we have with our consumers, and assessing how digital technologies and programming can supplement human interactions to enhance the experience of our members,” said Tom Lapcevic, the executive vice president and chief marketing officer for 24 Hour Fitness.
To supplement these efforts, 24 Hour Fitness is also conducting behavioral research in partnership with Angela Duckworth and the University of Pennsylvania, to better understand what motivates and incentives people in achieving their fitness goals.
Lapcevic believes that this research, paired with 24 Hour Fitness’ new data-driven, member-centric approach, will allow the brand to make a bigger impact than ever before.
“Now for the first time, we’re gaining incredible insights from a behavioral science perspective and have the digital platforms to put these insights to work through personalized programs, guidance and content,” explained Lapcevic. “Our goal is to create happier, healthier lives and we want to help as many people as we can through the mass personalization of fitness solutions.”
Ueber reiterated this fact, explaining that at the end of the day, 24 Hour Fitness will only succeed if its members succeed.
“While all of this may sound easy, making it happen across 400 plus clubs requires significant effort and enterprise coordination,” added Ueber. “But if we can deliver on our strategic plan and really be the differentiating factor for our members, they will take care of us.”
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
