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FITNESS, HEALTH, WELLNESS

features

Q&A - Randi Zuckerberg: IHRSA update

The author, entrepreneur and media maven will demystify technology and explore social change in her IHRSA 2016 keynote presentation

Published in Health Club Management 2016 issue 3
Zuckerberg believes that clubs have a great opportunity to connect with members outside the facility, using social media and technology
Zuckerberg believes that clubs have a great opportunity to connect with members outside the facility, using social media and technology
If there’s anything that technology is really going to disrupt, it’s how we stay healthy and how we heal

You’re speaking at IHRSA this month on ‘exciting trends impacting your business right now’. Is the implied sense of urgency intentional?
Absolutely! Whether you’re a budding entrepreneur, the founder of a start-up or a vetted business owner, you need to stay 10 steps ahead of your competition and prepare for what’s going to be coming down the road over the next few years.

Technology changes so fast: it’s important that you familiarise yourself with new developments now so you don’t fall too far behind. Knowing about the trends puts you in the driver’s seat.
 
You host a weekly radio broadcast with a panel of technology experts. What are the hot issues?
When we use technology to streamline everyday living, we tap a huge opportunity. However, as with everything else it comes with a cost. Our relationships and emotional wellbeing may suffer, and there may be ethical implications too: it seems that today, most of the digital debates on my radio show have to do with digital safety, ethics, tech addiction and cyber-identity.

But we’ve also discussed how to turn your dog into an internet celebrity, so the issues aren’t always weighty!

What would your advice be to ‘digital immigrants’ – those who didn’t grow up with social media and so on – on how to adjust to the new hi-tech world?
First of all, yay to us digital immigrants! I’m one of them: I grew up without cell phones, wrote my college papers by hand and knew how to read a road atlas. So my message is that it’s never too late to begin.

Also, technology changes so quickly that today’s experts may well feel like novices tomorrow. My advice is therefore this: Dive in, realising that you’ll feel uncomfortable and overwhelmed for a bit. Identify areas you really want to focus on and ditch the others. Then revel in the glory when, after just a few months, you’re the tech-savvy person in your business!

You address many of these issues in your book, Dot Complicated: Untangling Our Wired Lives. What prompted you to write it?
I wanted readers know it’s OK to have mixed feelings about technology, to acknowledge the massive changes we’re going through and to try and figure it all out – together.

Personally I love technology. It makes our lives more convenient and brings us closer to the people and things we love. We now laugh and mourn together, meet new people and get in touch with old friends we thought we’d never hear from again. Technology and social media and have brought people together in a way we once could only imagine.

Except when they don’t! The tech that should draw us closer to one another can also act as a wedge. Its virtues and iniquities can leave people feeling overwhelmed, confused and insecure.

Digital technology is still in its infancy. So OK, we’ve built it. Now we have to create the societal awareness that goes with it.

Tell us about the ‘fear of missing out’ (FOMO), which happens when someone sees photos posted of an event they weren’t invited to. Could clubs use FOMO in their own marketing?
Personal stories engage people, and the ‘I did it, so can you’ way of marketing is particularly effective in the fitness industry. Use social media and testimonials to demonstrate that exercise, fitness and healthy living are great for people of all ages, shapes and sizes. Use social media to promote your programmes, health-related contests and giveaways. And encourage your members to use it to share stories about their workout successes.

But remember that FOMO isn’t always a good thing. You don’t want to use it in such a way that people actually feel left out. The goal is to invite them in.

More and more clubs are going to be employing Millennials – young people who grew up with social media. Your advice for managing them successfully?
They tend to be entrepreneurial, with a skillset that’s valuable to any business, so empower them. Don’t squash their creativity. Millennials want to be heard.

Try to create a work environment that they feel comfortable participating in. Let different people take over your social media, test new marketing campaigns and try other things. Have a quarterly ‘new business idea’ challenge. And use data and performance metrics to provide feedback, similar to the kind your members receive when they use a piece of equipment.

Clubs are also very eager to attract more of this group as members. Again, your advice?
To begin with, post a survey to find out what Millennials are looking for in a club. You don’t have to accommodate every whim but I’m sure that, at the very least, they’d appreciate some charging docks and free wifi in the locker rooms. 

How, in general, has technology changed the relationship clubs have with their members?
Clubs now have an opportunity to connect more deeply with their customers, even after they’ve left the club and are going about their daily lives. Operators should take advantage of this new, ongoing relationship by, for instance, using social media to provide prospects and members with interesting, useful information.

Finally, what aspect of the global technological revolution do you find most promising?
I really do believe that the expansion of technology will revolutionise health – from transplants using 3D printed organs to online networks of physicians for people, such as those in rural areas, who are most in need of healthcare. If there’s anything that technology is really going to disrupt, it’s how we stay healthy and how we heal.

Don’t miss the Dot!

Randi Zuckerberg, a best-selling author and the founder and CEO of Zuckerberg Media, will discuss ‘It’s Dot Complicated: Exciting trends impacting your business’ on Wednesday 23 March, during IHRSA’s 35th Annual International Convention and Trade Show which takes place in Orlando, Florida, US.

Zuckerberg will guide attendees through 10 of the most exciting new developments in technology, business and leadership in an entertaining and thought-provoking presentation, which includes musical performance and audience interaction.

For more information or to register, log on to ihrsa.org/convention

About IHRSA

Founded in 1981, IHRSA – 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 an IHRSA club at www.healthclubs.com

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Our bodies are naturally attuned to sleep between 1.00pm and 3.00pm; naps should be factored into our routines / PHOTOS: SHUTTERSTOCK.COM
Our bodies are naturally attuned to sleep between 1.00pm and 3.00pm; naps should be factored into our routines / PHOTOS: SHUTTERSTOCK.COM
https://www.leisureopportunities.co.uk/images/783870_246919.jpg
The keynote speaker at this month’s IHRSA Annual Convention wants us all to open our arms and embrace technology
RANDI ZUCKERBERG, best-selling author and the founder and CEO of Zuckerberg Media,best-selling author and the founder and CEO of Zuckerberg Media, IHRSA
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Founder, Remedy Place
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features

Q&A - Randi Zuckerberg: IHRSA update

The author, entrepreneur and media maven will demystify technology and explore social change in her IHRSA 2016 keynote presentation

Published in Health Club Management 2016 issue 3
Zuckerberg believes that clubs have a great opportunity to connect with members outside the facility, using social media and technology
Zuckerberg believes that clubs have a great opportunity to connect with members outside the facility, using social media and technology
If there’s anything that technology is really going to disrupt, it’s how we stay healthy and how we heal

You’re speaking at IHRSA this month on ‘exciting trends impacting your business right now’. Is the implied sense of urgency intentional?
Absolutely! Whether you’re a budding entrepreneur, the founder of a start-up or a vetted business owner, you need to stay 10 steps ahead of your competition and prepare for what’s going to be coming down the road over the next few years.

Technology changes so fast: it’s important that you familiarise yourself with new developments now so you don’t fall too far behind. Knowing about the trends puts you in the driver’s seat.
 
You host a weekly radio broadcast with a panel of technology experts. What are the hot issues?
When we use technology to streamline everyday living, we tap a huge opportunity. However, as with everything else it comes with a cost. Our relationships and emotional wellbeing may suffer, and there may be ethical implications too: it seems that today, most of the digital debates on my radio show have to do with digital safety, ethics, tech addiction and cyber-identity.

But we’ve also discussed how to turn your dog into an internet celebrity, so the issues aren’t always weighty!

What would your advice be to ‘digital immigrants’ – those who didn’t grow up with social media and so on – on how to adjust to the new hi-tech world?
First of all, yay to us digital immigrants! I’m one of them: I grew up without cell phones, wrote my college papers by hand and knew how to read a road atlas. So my message is that it’s never too late to begin.

Also, technology changes so quickly that today’s experts may well feel like novices tomorrow. My advice is therefore this: Dive in, realising that you’ll feel uncomfortable and overwhelmed for a bit. Identify areas you really want to focus on and ditch the others. Then revel in the glory when, after just a few months, you’re the tech-savvy person in your business!

You address many of these issues in your book, Dot Complicated: Untangling Our Wired Lives. What prompted you to write it?
I wanted readers know it’s OK to have mixed feelings about technology, to acknowledge the massive changes we’re going through and to try and figure it all out – together.

Personally I love technology. It makes our lives more convenient and brings us closer to the people and things we love. We now laugh and mourn together, meet new people and get in touch with old friends we thought we’d never hear from again. Technology and social media and have brought people together in a way we once could only imagine.

Except when they don’t! The tech that should draw us closer to one another can also act as a wedge. Its virtues and iniquities can leave people feeling overwhelmed, confused and insecure.

Digital technology is still in its infancy. So OK, we’ve built it. Now we have to create the societal awareness that goes with it.

Tell us about the ‘fear of missing out’ (FOMO), which happens when someone sees photos posted of an event they weren’t invited to. Could clubs use FOMO in their own marketing?
Personal stories engage people, and the ‘I did it, so can you’ way of marketing is particularly effective in the fitness industry. Use social media and testimonials to demonstrate that exercise, fitness and healthy living are great for people of all ages, shapes and sizes. Use social media to promote your programmes, health-related contests and giveaways. And encourage your members to use it to share stories about their workout successes.

But remember that FOMO isn’t always a good thing. You don’t want to use it in such a way that people actually feel left out. The goal is to invite them in.

More and more clubs are going to be employing Millennials – young people who grew up with social media. Your advice for managing them successfully?
They tend to be entrepreneurial, with a skillset that’s valuable to any business, so empower them. Don’t squash their creativity. Millennials want to be heard.

Try to create a work environment that they feel comfortable participating in. Let different people take over your social media, test new marketing campaigns and try other things. Have a quarterly ‘new business idea’ challenge. And use data and performance metrics to provide feedback, similar to the kind your members receive when they use a piece of equipment.

Clubs are also very eager to attract more of this group as members. Again, your advice?
To begin with, post a survey to find out what Millennials are looking for in a club. You don’t have to accommodate every whim but I’m sure that, at the very least, they’d appreciate some charging docks and free wifi in the locker rooms. 

How, in general, has technology changed the relationship clubs have with their members?
Clubs now have an opportunity to connect more deeply with their customers, even after they’ve left the club and are going about their daily lives. Operators should take advantage of this new, ongoing relationship by, for instance, using social media to provide prospects and members with interesting, useful information.

Finally, what aspect of the global technological revolution do you find most promising?
I really do believe that the expansion of technology will revolutionise health – from transplants using 3D printed organs to online networks of physicians for people, such as those in rural areas, who are most in need of healthcare. If there’s anything that technology is really going to disrupt, it’s how we stay healthy and how we heal.

Don’t miss the Dot!

Randi Zuckerberg, a best-selling author and the founder and CEO of Zuckerberg Media, will discuss ‘It’s Dot Complicated: Exciting trends impacting your business’ on Wednesday 23 March, during IHRSA’s 35th Annual International Convention and Trade Show which takes place in Orlando, Florida, US.

Zuckerberg will guide attendees through 10 of the most exciting new developments in technology, business and leadership in an entertaining and thought-provoking presentation, which includes musical performance and audience interaction.

For more information or to register, log on to ihrsa.org/convention

About IHRSA

Founded in 1981, IHRSA – 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 an IHRSA club at www.healthclubs.com

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Our bodies are naturally attuned to sleep between 1.00pm and 3.00pm; naps should be factored into our routines / PHOTOS: SHUTTERSTOCK.COM
Our bodies are naturally attuned to sleep between 1.00pm and 3.00pm; naps should be factored into our routines / PHOTOS: SHUTTERSTOCK.COM
https://www.leisureopportunities.co.uk/images/783870_246919.jpg
The keynote speaker at this month’s IHRSA Annual Convention wants us all to open our arms and embrace technology
RANDI ZUCKERBERG, best-selling author and the founder and CEO of Zuckerberg Media,best-selling author and the founder and CEO of Zuckerberg Media, IHRSA
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Atlanta-based boutique fitness software company, Xplor Mariana Tek, has kicked off a push for international ...
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The Global Wellness Institute (GWI) has released new data on the US’ wellness economy, valuing ...
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Experience the pinnacle of fitness and luxury at the premier industry event, Sibec EMEA, set against the breathtaking backdrop of the Fairmont Monte Carlo this Autumn.
Featured supplier news
Featured supplier news: Panatta to showcase innovation at major fitness and bodybuilding events in 2024
Panatta will consolidate its global presence throughout 2024 by attending a host of major industry events around the globe.
Company profiles
Company profile: Balanced Body®
Balanced Body is the global leader in Pilates equipment and education. Founded over 47 years ...
Company profiles
Company profile: Elevate
The UK's largest annual trade event dedicated to physical activity, health, and performance...
Supplier Showcase
Supplier showcase - Jon Williams
Catalogue Gallery
Click on a catalogue to view it online
Featured press releases
Power Plate UK press release: Power plate + red light therapy: life-changing ‘biostacking’
“We combine Power Plate and red light therapy in all our small group classes,” says Natt Summers, founder and owner of Accomplish Fitness in Hungerford, Berkshire.
Featured press releases
Zoom Media press release: Zoom Media expands partnership with Fitness4less
Zoom Media, the UK's leading provider of health and fitness digital media, has announced a new contract with Fitness4Less to deliver Out of Home advertising across its estate.
Directory
Lockers
Fitlockers: Lockers
Snowroom
TechnoAlpin SpA: Snowroom
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Spa software
SpaBooker: Spa software
salt therapy products
Saltability: salt therapy products
Cryotherapy
Art of Cryo: Cryotherapy
Property & Tenders
Loughton, IG10
Knight Frank
Property & Tenders
Grantham, Leicestershire
Belvoir Castle
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22-24 Apr 2024
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Diary dates
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China Import & Export Fair Complex, Guangzhou, China
Diary dates
23-24 May 2024
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Diary dates
30 May - 02 Jun 2024
Rimini Exhibition Center, Rimini, Italy
Diary dates
08-08 Jun 2024
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Diary dates
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12-13 Jun 2024
ExCeL London, London, United Kingdom
Diary dates
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IMPACT Exhibition Center, Bangkok, Thailand
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19-19 Sep 2024
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Diary dates
01-04 Oct 2024
REVĪVŌ Wellness Resort Nusa Dua Bali, Kabupaten Badung, Indonesia
Diary dates
22-25 Oct 2024
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QEII Conference Centre, London, United Kingdom
Diary dates
04-07 Nov 2024
In person, St Andrews, United Kingdom
Diary dates
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