PECTIVE
REFLECTIONS OF INDUSTRY LEADERS
Australian Fitness Network’s
Lifetime Achievement Award
winner believes we can help
shape our industry’s future by
looking to its past.
WORDS: STEVE JENSEN
and strength gains. Seeing people who
passionately lived what they preached was
inspiring to prospective gym members, and
helped make their decision to join easy.
Fitness businesses that use this strategy
today are finding it hugely increases their
closing rates.
2. You should be the third place
The gym/health club became our third
place. We all have three places: the first is
our home. The second is our work, and the
third is the place we choose to be because
we like being there; the company is good,
we feel part of something and it makes us
feel good to be there. Years ago, the gym
was that place, and I’ve noticed recently that
we are coming full circle as it’s once again
becoming the third place for many people.
3. Group workouts work!
believe it’s important – and good
for us – to take a few moments
every now and then to reflect. We
are so busy that days, weeks and even years
seem to just disappear. For me, it feels like
only yesterday that I began my journey into
what was, then, the embryonic world of
health and fitness. It was actually 35 years
ago and, believe me, much has changed.
Interestingly though, some things are
returning to how they used to be. Comparing
the fitness industry of the late 1970s and 80s
to today’s diverse range of offerings is quite
mind-boggling – but there are many great
lessons to be learnt by doing so.
I
1. Inspiration is effective
In the early days most of the original fitness
professionals were simply people who
trained regularly and were well educated
about what needed to be done in order
to achieve weight loss, muscle growth
8 | NETWORK WINTER 2015
Classes and opportunities for people to train
with others (just like the old-style circuits and
‘hard work’ classes) are making a resurgence
because we’ve realised a truth that Les Mills
has been espousing for years: that we are all
tribal by nature. In addition to group exercise
classes, Fitness First now offers Freestyle
group training, and businesses like CrossFit,
F45 and Orangetheory Fitness are based on
the group training model.
4. Focus on the care factor
Customer service has always been
important, but it’s returned as a priority for
many fitness businesses. Reception teams
are now re-engaging with members and
there has been a return of the gym floor
teams, which is creating more value and
assisting in boosting retention.
5. You need to understand sales
and marketing
This was not a priority in the early days,
as sales were easy to come by. But after
a short while, it became a big focus. This
changed the face of our industry, with
subsequent price wars hurting many clubs.
Sales and lead management emerged as
the keys to long term success, and started
the resurgence of the industry. The arrival of
professional overseas chain clubs seemed
threatening at first, but was the catalyst for
clubs and fitness businesses to raise the bar
in terms of the quality of facilities and skills
they offered.
6. Qualifications = career path
Prior to the 1980s, formal qualifications
to work in the fitness industry were nonexistent. The introduction of fitness
qualifications to increase the knowledge
of fitness professionals, as well as the
introduction of CECs, made our industry
much more professional. This has enabled
the fitness industry to offer a real career
path, instead of just a stepping-stone
between other jobs.
7. Outsourcing is key
No one is an expert in all areas, so seeking
outsourced expertise makes good business
sense. Outsourcing to fitness industry experts
can ensure that your team learn how to
positively generate leads and convert sales.
The key to successful outsourcing is for
it to be an ongoing process and for your
team members to apply what they’ve learnt
as soon as possible. Companies that train
and coach their teams regularly have higher
team satisfaction and retention – and make
more sales.
I’ve been fortunate to have met, been
taught by and mentored some truly amazing
people who have helped me over the years.
For this I will always be grateful. My advice
for anyone seeking a successful experience
in the fitness industry is to be kind to people,
be loyal, have integrity, help others, and ask
for help when you need it. In the next five
years A \