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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

IHRSA update: Keep it simple: The five-word test

By Jay Ablondi, IHRSA | Published in Health Club Management 2013 issue 1

Recently, I heard an interview with the CEO of a well-known, multi-billion dollar technology company. The reporter asked her to describe, in five words, exactly what her company did. As the CEO’s answered rambled on – complete with buzzwords and typical business jargon – it was clear that this CEO couldn’t do it.

To me it was fascinating, not only because this particular CEO is one of the highest-paid in her field, but also because it demonstrated how telling the five-word test can be for a business. Later that day, the company’s stock dropped by more than 11 per cent (the revelation of an accounting scandal certainly didn’t help).

So why take the five-word test? Consider the following: Simplicity matters. Our lives are complex enough. We don’t have the time or patience for companies who add complications. People have an innate desire to understand what you and your company are all about. Decisions are influenced greatly by what people feel – much more than by what they rationalise. Do your customers ‘get’ you? Do they truly understand why your company exists?

Simple is hard. Apple founder Steve Jobs believed it took tenacity and hard work to really delve into a problem to find an elegant solution. He said: “Simple can be harder than complex: you have to work hard to get your thinking clean to make it simple. But it’s worth it in the end, because once you get there, you can move mountains.”

“Make everything as simple as possible, but not simpler.” I share this Albert Einstein quote to emphasise that no-one wants a dumbed-down version of something. It may not be enough to say that exercise will make people look and feel better. While it’s a true statement, the key is to communicate this fact in a way that resonates with the potential customer you’re trying to engage. Know your customer first. What drives them? What do they really care about? What problem(s) do they have? Only then will you be able to speak directly to their needs in a way that will resonate with them and drive them to act.

Simple is liberating. IHRSA ‘helps clubs be more profitable’. Five words. For everything we do, or consider doing, the answer to the question “does it help our members become more profitable?” must be “yes”. By staying focused, we avoid wasting time and resources on things that stray from our core mission. This frees us up to do what truly matters.

A health club should be able to sum up its purpose in five words. Does yours ‘make society healthier through exercise’, ‘help people reach wellness goals’ or ‘provide fun fitness for families’? I challenge you to go through this exercise with your staff. Come up with five words that best describe who you are and what you do. In the process, you may just discover how liberating a little simplicity can be.

Ask the experts: Generating referrals from the medical community

What can PTs do to generate referrals from the medical wellness community? Shapes Fitness for Women executive director Ann Gilbert offers her thoughts:

Ann Gilbert
Ann Gilbert
Ann Gilbert,

Executive Director,

Shapes Fitness for Women


“There are several factors that will determine the amount of referrals a PT will be able to generate from the medical and wellness community.

“The first, and probably the most important, will be the trainer’s credentials. More than the basic knowledge of exercise contraindications, the trainer must display expertise in corrective exercise and post-rehab programming. It’s also suggested that the trainer finds the time and energy to work directly with a rehab facility. Many, having completed a post-rehab certification, will volunteer to assist in the facility in return for shadow or internship experience.

“Trainers who are successful in generating a steady flow of referrals have established a habit of consistent communication with the client’s medical supervisor. Most send assessment results on a regular basis and always ask for input from the medical professional. Once the professional relationship has been established, it will be easier for the trainer to ask for the referral.

“Once the medical professional sends the client to the trainer’s facility, there also needs to be assurance that the facility is equipped with the latest functional resistance equipment.

“Inviting the medical professional to participate in a one-on-one workout at the facility is also recommended.”

Read more answers to this question at ihrsa.org/industryleader

About IHRSA

Founded in 1981, the International Health, Racquet & Sportsclub Association is the only global trade association, representing more than 10,000 health and fitness facilities and suppliers worldwide.

To learn how IHRSA can help your business thrive, visit www.ihrsa.org
Locate a quality IHRSA club at www.healthclubs.com

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
https://www.leisureopportunities.co.uk/images/HCM2013_1IHRSA.gif
Can your fitness business pass the five-word test, asks Jay Ablondi, plus a congress report from Vienna
Jay Ablondi, Executive vice president of global products, IHRSA, Shapes Fitness for Women Executive Director Ann Gilber,Fitness, Health clubs, wellness
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features

IHRSA update: Keep it simple: The five-word test

By Jay Ablondi, IHRSA | Published in Health Club Management 2013 issue 1

Recently, I heard an interview with the CEO of a well-known, multi-billion dollar technology company. The reporter asked her to describe, in five words, exactly what her company did. As the CEO’s answered rambled on – complete with buzzwords and typical business jargon – it was clear that this CEO couldn’t do it.

To me it was fascinating, not only because this particular CEO is one of the highest-paid in her field, but also because it demonstrated how telling the five-word test can be for a business. Later that day, the company’s stock dropped by more than 11 per cent (the revelation of an accounting scandal certainly didn’t help).

So why take the five-word test? Consider the following: Simplicity matters. Our lives are complex enough. We don’t have the time or patience for companies who add complications. People have an innate desire to understand what you and your company are all about. Decisions are influenced greatly by what people feel – much more than by what they rationalise. Do your customers ‘get’ you? Do they truly understand why your company exists?

Simple is hard. Apple founder Steve Jobs believed it took tenacity and hard work to really delve into a problem to find an elegant solution. He said: “Simple can be harder than complex: you have to work hard to get your thinking clean to make it simple. But it’s worth it in the end, because once you get there, you can move mountains.”

“Make everything as simple as possible, but not simpler.” I share this Albert Einstein quote to emphasise that no-one wants a dumbed-down version of something. It may not be enough to say that exercise will make people look and feel better. While it’s a true statement, the key is to communicate this fact in a way that resonates with the potential customer you’re trying to engage. Know your customer first. What drives them? What do they really care about? What problem(s) do they have? Only then will you be able to speak directly to their needs in a way that will resonate with them and drive them to act.

Simple is liberating. IHRSA ‘helps clubs be more profitable’. Five words. For everything we do, or consider doing, the answer to the question “does it help our members become more profitable?” must be “yes”. By staying focused, we avoid wasting time and resources on things that stray from our core mission. This frees us up to do what truly matters.

A health club should be able to sum up its purpose in five words. Does yours ‘make society healthier through exercise’, ‘help people reach wellness goals’ or ‘provide fun fitness for families’? I challenge you to go through this exercise with your staff. Come up with five words that best describe who you are and what you do. In the process, you may just discover how liberating a little simplicity can be.

Ask the experts: Generating referrals from the medical community

What can PTs do to generate referrals from the medical wellness community? Shapes Fitness for Women executive director Ann Gilbert offers her thoughts:

Ann Gilbert
Ann Gilbert
Ann Gilbert,

Executive Director,

Shapes Fitness for Women


“There are several factors that will determine the amount of referrals a PT will be able to generate from the medical and wellness community.

“The first, and probably the most important, will be the trainer’s credentials. More than the basic knowledge of exercise contraindications, the trainer must display expertise in corrective exercise and post-rehab programming. It’s also suggested that the trainer finds the time and energy to work directly with a rehab facility. Many, having completed a post-rehab certification, will volunteer to assist in the facility in return for shadow or internship experience.

“Trainers who are successful in generating a steady flow of referrals have established a habit of consistent communication with the client’s medical supervisor. Most send assessment results on a regular basis and always ask for input from the medical professional. Once the professional relationship has been established, it will be easier for the trainer to ask for the referral.

“Once the medical professional sends the client to the trainer’s facility, there also needs to be assurance that the facility is equipped with the latest functional resistance equipment.

“Inviting the medical professional to participate in a one-on-one workout at the facility is also recommended.”

Read more answers to this question at ihrsa.org/industryleader

About IHRSA

Founded in 1981, the International Health, Racquet & Sportsclub Association is the only global trade association, representing more than 10,000 health and fitness facilities and suppliers worldwide.

To learn how IHRSA can help your business thrive, visit www.ihrsa.org
Locate a quality IHRSA club at www.healthclubs.com

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
https://www.leisureopportunities.co.uk/images/HCM2013_1IHRSA.gif
Can your fitness business pass the five-word test, asks Jay Ablondi, plus a congress report from Vienna
Jay Ablondi, Executive vice president of global products, IHRSA, Shapes Fitness for Women Executive Director Ann Gilber,Fitness, Health clubs, wellness
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Diary dates
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Diary dates
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Diary dates
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Exhibition Centre , Cologne, Germany
Diary dates
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Diary dates
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