Fitness Industry Innovation Podcast

Defining Member Experience Part 3: Chelsea Perkins of Club Fitness

Welcome to Part 3 of our series on defining the member experience for gyms. Joining our podcast is Chelsea Perkins, Executive Office Manager, and Director of Administration at Club Fitness. In this podcast you'll hear about back office processes and flexibility, all while keeping the human-to-human connection element at the forefront of member experience. Key Takeaways: [0:50] Kelly introduces her guest for this episode - Chelsea Perkins [2:40] Chelsea shares some of her personal journey in the fitness industry and how things have evolved to meet experience demands on the modern day fitness consumer [5:06] Chelsea shares what her and her team do in the back office to create a better member experience [11:34] Chelsea talks about the importance of flexibility and how that brings about a better member experience in Club Fitness [13:38] Chelsea provides an example of how passion and flexibility directly impacted a member’s experience in Club Fitness [15:54] How does member experience lay into the theme of Club Fitness: “celebrating the uniqueness of every body”? [17:56] What is the future of member experience at Club Fitness? Chelsea explains. [20:01] Kelly and Chelsea close out Mentioned in this Episode: ABC Financial Services [https://www.abcfinancial.com/] Kelly Card [http://www.abcfinancial.com/team-view/kelly-card/] Chelsea Perkins [https://www.linkedin.com/in/chelsea-perkins-52a584105/] Club Fitness [https://www.linkedin.com/company/clubfitness/]

Defining Member Experience Part 2: Mark de Gorter of Workout Anytime

Join Kelly Card, Chief Engagement Officer of ABC Financial with Mark de Gorter, Chief Operating Officer of Workout Anytime as they continue part two of our series on creating a better member experience. Listen in as Mark shares what is working for Workout Anytime and how their member mindset sets them up for success. Hint: you'll be surprised to find out Mark's perspective is not a one-size-fits all. Key Takeaways: [:50] Kelly introduces her guest for this episode - Mark de Gorter [2:33] Mark shares Workout Anytime’s focus, to be the most admired, and what that means [4:02] Mark shares his background in the industry [7:33] Why are people exercising these days? [8:18] The basic fundamentals of enhancing member experience [9:23] Mark talks about how company culture and member experience are intertwined [13:11] Mark shares how they keep their focus on culture through MXM Medallia [16:38] Retaining members is key to your success [17:52] Retention starts with your staff [19:29] Member experience from an operational standpoint [21:17] Listen to your members and collect their feedback [22:25] Mark discusses the growth at Workout Anytime [24:45] Differentiating yourself on the human experience [28:28] Kelly closes out Mentioned in this Episode: ABC Financial Services [https://www.abcfinancial.com/] Kelly Card [http://www.abcfinancial.com/team-view/kelly-card/] Mark de Gorter on Linkedin [https://www.linkedin.com/in/markdegorter/] Workout Anytime [https://workoutanytime.com/]

Defining Member Experience Part 1: Adam Zeitsiff of Gold’s Gym

We’re kicking off a three-part series on defining member experience with Adam Zeitsiff, President and CEO of Gold’s Gym. Adam joins Kelly to discuss how to take a personalized approach to creating a unique member experience which resonates with your target members. You’ll hear how Gold’s Gym’s dedication to innovative approaches drove double-digit increases for lifetime value and length of stay, plus insights into how this iconic brand is planning for the future. Key Takeaways: [:50] Kelly introduces her guest for this episode - Adam Zeitsiff [3:25] Adam shares how he got his start in the fitness industry [5:39] Technology has taught me that patience is a virtue in running a business like this too, and as technologists, we always wanna bring our products to market [6:15] The biggest thing coming from the technology space into this role as a CEO of this global brand is be smart, don't rush, be patient [6:51] Kelly asks Adam about fragmentation in the member experience across the fitness industry space [8:02] The member experience is they key factor in getting and retaining new members [8:43] Adam digs in and explains what members are looking for in their gym experience [9:34] Adam shares what Gold’s Gym is focusing on and how to build a better member experience [12:24] What is the role from a technologist's perspective in member experience, and where do you think it's heading? [13:01] Adam explains how they use technology to build trust with members [15:48] Adam and Kelly discuss seamlessly blending multiple technologies into the member experience [17:01] Adam and Kelly discuss Gold’s Gym AMP [20:17] Adam offers insight for fellow health club operators on what they should really be focusing on right now to deliver that awesome member experience [22:57] Closing thoughts Mentioned in this Episode: ABC Financial Services [https://www.abcfinancial.com/] Kelly Card [https://www.linkedin.com/in/thekellycard/] Adam Zeitsiff on LinkedIn [https://www.linkedin.com/in/adam-zeitsiff/] Gold’s Gym [https://www.goldsgym.com/]

Josh Unfried - End to End Frictionless Buying

Josh Unfried, CEO of Windfarm Marketing, joins the podcast and brings relatable, actionable marketing insights from a successful career in consumer engagement both inside and outside the fitness industry. Learn how to market based on the customer’s point of view rather than your own, how and why to segment your approaches, and the one common mistake Josh sees club owners make across the board. Key Takeaways: [:50] Kelly introduces her guest for this episode - Josh Unfried [2:40] Josh shares how he got his start in marketing [3:45] Josh talks about previous marketing industry disruption [4:40] Josh explains what the brands that are winning are doing [7:14] Is this new approach a necessity? [7:46] Consumer driven expectations [8:50] What is the frictionless buying experience and how does it give you an advantage? Josh explains [9:30] Don’t force prospects to talk to a sales person [10:50] What impact are you seeing with conversion rates by removing friction? [14:08] Segment your leads [16:04] How are clubs adopting segmentation? [18:03] Achieving a new level of marketing [19:20] What are you seeing across the board that clubs are getting wrong? A siloed approach [20:55] Using an integrated approach [22:04] What is the first step out of the silo? [22:22] Kelly closing remarks [26:35] Get in touch with Josh for more information on how to end frictionless buying in your gym Mentioned in this Episode: ABC Financial Services [https://www.abcfinancial.com/] Kelly Card [http://www.abcfinancial.com/team-view/kelly-card/] Josh Unfried on Linkedin [https://www.linkedin.com/in/joshunfried/] WindFarm Marketing [https://www.windfarmmarketing.com/]

Dan Collins - Getting Back to Basics

Dan Collins is the Chief Operating Officer at Charter Fitness, a results-focused club brand with locations in and around Chicagoland. Join Kelly and Dan as they dive into Dan’s experience in Charter Fitness and the service industry. Learn what has driven Dan’s success, what helps his brand stand out, and how you can apply the same techniques to your clubs. As Dan says: “Stop trying to be what others are.” Listen in to learn more and get your gym back to the basics that matter! Key Takeaways: [:50] Kelly introduces her guest for this episode - Dan Collins [2:33] Dan shares his journey in the fitness industry and what has driven Charter’s success [4:57] Dan shares words of wisdom from a mentor [6:00] Dan discusses the importance aligning your goals with your skills [8:01] What do health clubs need to do, or what do they need to stop doing, in order to be successful? Dan explains how to get back to basics. [9:38] Dan explains what’s worked, what hasn’t, and why [12:19] Dan discusses taking risks and the importance of passionate people [16:41] Dan shares the philosophy of the Charter brand and what makes it work [18:09] Is your gym a widget? Dan explains what that means to him and how he keeps his gyms successful – even through the New Years rush [19:52] How focusing on service can differentiate you from the competition? Focus on service. [21:48] The future of Charter Fitness [23:05] Closing thoughts from Kelly and Dan Mentioned in this Episode:ABC Financial Services [https://www.abcfinancial.com/] Kelly Card [http://www.abcfinancial.com/team-view/kelly-card/] Dan Collins on Linkedin [http://linkedin.com/in/dan-collins-4b452b57] Charter Fitness [https://www.charterfitness.com/]