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Health Club Management

Health Club Management

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UNITING THE WORLD OF FITNESS
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Health Club Management

Health Club Management

features

IHRSA update

The EXOS/MediFit exec and outgoing IHRSA chair reflects on the new ideas, challenges and changes that the past year has brought to the fitness sector

Published in Health Club Management 2016 issue 4
IHRSA chair Molly Kemmer
IHRSA chair Molly Kemmer

You’re about to conclude your term as chair of IHRSA’s board of directors. What can you tell us about the past year?
The year has gone very fast, but it’s provided a tremendous opportunity for me to learn, grow and connect with others to better understand the needs of our industry and the people we serve. My position, as the regional director of community services for EXOS/MediFit, is certainly enlightening, but the IHRSA role has broadened my global perspective.

Talented, passionate people are spreading our industry’s benefits across the globe, but each market around the world is unique, with its own nuances, challenges and opportunities. Some cultures employ a more conservative, traditional way of thinking while others, anxious to be first, eagerly embrace innovation and change. For example, the boutique model is exploding in Europe.

No matter the location, culture or business models involved, industry leaders on every continent are predicting growth. However, each market does so at a pace and with a rhythm all of its own.

What, in your opinion, is the most dramatic industry change that’s taken place during your tenure?
I can think of several, including the rapid growth of the studio, boutique and niche models, and the continued proliferation of low-cost fitness facilities.

The emergence of offerings that are positioned as ‘premium low-cost’ warrants some serious study to determine the long-term opportunity and market impact they may present.

In addition, the health and fitness market’s obvious appetite for new technology suggests traditional club models are at risk if they fail to study what works and adapt to address consumers’ changing needs and expectations.

And what hasn’t changed in that time – something you’d like to have seen more progress on?
Just one? Well, as an industry, we still haven’t moved the needle on obesity or physical inactivity – both global issues. I’d implore each IHRSA member to look in the mirror and ask themselves: Why? What haven’t we tried? What could we do better? What could we do together? I’d further urge them to consider the impact it would have – on global health, as well as our industry’s bottom line – if we could bring even 1 per cent of the world’s inactive population into our clubs.

Do you see technology as a threat or an opportunity?
Disruption is hard evidence that a consumer need or desire is being met by a process, product or service – a solution – that wasn’t generally available before. In the case of our industry, it has a lot to do with the access, information and convenience afforded by virtual connectivity.

The key question, though, is why are consumers so interested in virtual access, data, tracking, cloud-community participation and so on? What are they craving? And beyond that, how can clubs satisfy this need via their membership experience in a positive and productive way? We should also ask what experiences clubs can provide that can never be replaced or replicated by technology alone.

Find the answers to these questions and you’ll create a unique and engaging experience – one that will have a lasting impact – for your members.

EXOS/MediFit is a global fitness and wellness management company that works in spheres like corporate wellness. What makes a successful corporate programme?
Let’s be honest: lots of corporate fitness and wellness strategies haven’t enjoyed long-term success. Today, the data is showing that it’s not just one thing that makes a difference. Rather, success requires a layered, multi-faceted approach – one that’s supported by a culture with aligned values, and one that produces measurable and sustainable results.

We’ve also discovered that reward systems that are balanced between extrinsic and intrinsic motivation, and buttressed by environmental and social support, produce better outcomes than ones that rely solely on financial incentives.

It’s also important to offer the programming and physical environment that provide the motivation, inspiration and convenience for employees to work out at work, as well as helping them remain connected to achieving their goals even when they’re not at work.

What advice would you offer club operators wanting to tackle the corporate sector?
Keep in mind that what works in a traditional health club setting may not translate seamlessly to a corporate environment. You need to do your homework to determine if you’re equipped to produce the value and outcomes that are expected in an on-site facility, and in a way that’s scalable.

Also, ask yourself if pursuing corporate fitness opportunities will really enhance or detract from your core business – and be honest in your response.

Managing clubs requires you to focus on balancing a number of critical factors, including the member experience, the team members’ roles in providing it, the sustainability of the experience, and the club’s unique relationship with the community.

As a management company, though, we function as a partner. We focus on each of our partners’ ‘care-abouts’, and on providing them with unique value, solutions and efficiencies. Sometimes this resembles a more traditional club model, but sometimes we deliver value via programmes or technology. We also focus on the scalability of our solutions and resources in order to produce a broader, sustainable impact.

Finally, what advice would you like to offer the next chair of IHRSA?
My advice would be to continue to challenge the thinking of the leaders of our industry and of the association. Think bigger. Think differently. And, when we know better... do better!

A longer version of this article appears in the April 2016 edition of IHRSA’s CBI magazine.

Introducing Molly

IHRSA chair Molly Kemmer
IHRSA chair Molly Kemmer

Molly Kemmer entered the fitness industry as a group exercise instructor at the age of 18. Next came a personal training certification, and a master’s degree in exercise physiology and health promotion from Illinois State University.

After concluding her formal education, she became assistant manager of a small club, and subsequently assumed positions of increasing responsibility at the Greenwood Athletic and Tennis Club, Pura Vida Fitness and Spa, and the Lakeshore Athletic Club-Flatiron – all located near Denver, US.

In 2012, Kemmer joined global fitness and wellness management firm EXOS/MediFit, serving as general manager of the Anschutz Health and Wellness Center at the University of Colorado; in 2014, she became EXOS/MediFit’s regional director of community services. 

She joined IHRSA’s board of directors in 2012 and in 2015 was elected chair. Her one-year term ends in June 2016.

If you would like to get each issue of HCM magazine sent direct to you for FREE, plus the weekly HCM ezine, sign up now!
Clubs must understand why virtual fitness 
is growing, and what people are craving / shutterstock
Clubs must understand why virtual fitness is growing, and what people are craving / shutterstock
http://www.leisureopportunities.com/images/81099_485687.jpg
The outgoing IHRSA chair reflects on the learnings from her 12-month tenure, and challenges the fitness sector to think bigger and think differently
People
I want us to make sure we’re still the go-to sector with the greatest power to improve health and wellbeing in society. We absolutely must not abdicate that opportunity
People
HCM people

Jo Smallwood

general manager, Oldham Leisure Centre
We saw the opportunity to initiate new partnerships with the Oldham Foodbank to help local residents during the COVID-19 crisis. We can’t serve our community in the way we would usually do, so we’ve moved resources to help where people need us most
People
HCM people

Ben Lucas

Founder, Flow Athletic, Sydney
We advise our Flow Athletes to complete classes at a ratio of one yoga class to one strength class to one cardio class. This combination has very positive effects
Features
Statistics
A solid 82.3% are prepared to spend the same on being active and 7.5% are prepared to spend more, making a total of 89.8%. Only 10.2% say they will spend less
Features
Training
Balance training is set to become a major fitness trend, with exercisers increasingly appreciating the benefits of having a strong core and good balance, particularly as they age. Lauren Health-Jones rounds up the latest product releases
Features
Strength
It’s considered a fundamental part of our fitness routines by medical professionals, but many exercisers, particularly women, are still put off by strength training. We asked leading suppliers what they’re doing to champion strength
Features
feature
As the health and fitness industry gears up for reopening, Caroline Constantine, MD of Right Directions, shares critical guidance about safe operating procedures
Features
Partner briefing
BMF, the outdoor fitness franchise company co-owned by Bear Grylls, is launching a £1m initiative designed to offer financial support to PTs and exercise professionals in getting back to work after the lockdown
Features
Supplier showcase
Bannatyne has driven member engagement with Les Mills during the lockdown
Features
Statistics
ukactive, 4global and partners have modelled the likely recovery from the lockdown. Ed Hubbard outlines the numbers
Features
Latest News
Fitness equipment firm Nautilus Inc is looking for a buyer for its commercial equipment brand ...
Latest News
Technogym has announced the launch of live streaming and on-demand classes. The new content will ...
Latest News
A number of gym operators are concerned that local lockdowns could come into effect in ...
Latest News
Prime Minister Boris Johnson has announced that gyms may be able to reopen in a ...
Latest News
UK consumer confidence has improved significantly since the beginning of the lockdown, with a fifth ...
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The PGA Tour has recently bought 1,000 Whoop bands for its golfers, after PGA Tour ...
Latest News
ukactive has announced that Active Uprising and the National Summit are going digital as part ...
Featured supplier news
Featured supplier: Let's get restarted: Physical Company offers advice on keeping gym members safe
As countries around the world gear up to relax their lockdown rules, there remains a question mark over gyms and studios, which in many markets will be one of the last sectors to be given the green light.
Featured supplier news
Featured supplier: Incorpore and MoveGB ink groundbreaking partnership to transform corporate wellness offering
Incorpore and MoveGB have entered into a landmark partnership, combining the UK’s largest provider of corporate gym memberships with the nation’s biggest network of classes.
Video Gallery
Temple Gym - Nautilus Equipment
Core Health & Fitness
Temple Gym - Nautilus Equipment Read more
More videos:
Company profiles
Company profile: fibodo Limited
fibodo is the digital solution helping people lead healthier and happier lives. From grassroots individual ...
Company profiles
Company profile: Merrithew™ - Leaders in Mindful Movement™
Merrithew™ enriches the lives of others with responsible exercise modalities and innovative, multidisciplinary fitness offerings ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Management software
Fisikal: Management software
Design consultants
Zynk Design Consultants: Design consultants
Wearable technology solutions
MyZone: Wearable technology solutions
Locking solutions
Monster Padlocks: Locking solutions
Spa software
SpaBooker: Spa software
Fitness equipment
TRX Training: Fitness equipment
Exercise equipment
Power Plate: Exercise equipment
Direct debit solutions
Harlands Group: Direct debit solutions
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Property & Tenders
Greywell, Hampshire
Barnsgrove Health and Wellness Club
Property & Tenders
Derby City Council
Property & Tenders
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
22-23 Sep 2020
Heythrop Park, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
27-30 Oct 2020
Messe Stuttgart, Germany
Diary dates
03-06 Nov 2020
Online,
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates

features

IHRSA update

The EXOS/MediFit exec and outgoing IHRSA chair reflects on the new ideas, challenges and changes that the past year has brought to the fitness sector

Published in Health Club Management 2016 issue 4
IHRSA chair Molly Kemmer
IHRSA chair Molly Kemmer

You’re about to conclude your term as chair of IHRSA’s board of directors. What can you tell us about the past year?
The year has gone very fast, but it’s provided a tremendous opportunity for me to learn, grow and connect with others to better understand the needs of our industry and the people we serve. My position, as the regional director of community services for EXOS/MediFit, is certainly enlightening, but the IHRSA role has broadened my global perspective.

Talented, passionate people are spreading our industry’s benefits across the globe, but each market around the world is unique, with its own nuances, challenges and opportunities. Some cultures employ a more conservative, traditional way of thinking while others, anxious to be first, eagerly embrace innovation and change. For example, the boutique model is exploding in Europe.

No matter the location, culture or business models involved, industry leaders on every continent are predicting growth. However, each market does so at a pace and with a rhythm all of its own.

What, in your opinion, is the most dramatic industry change that’s taken place during your tenure?
I can think of several, including the rapid growth of the studio, boutique and niche models, and the continued proliferation of low-cost fitness facilities.

The emergence of offerings that are positioned as ‘premium low-cost’ warrants some serious study to determine the long-term opportunity and market impact they may present.

In addition, the health and fitness market’s obvious appetite for new technology suggests traditional club models are at risk if they fail to study what works and adapt to address consumers’ changing needs and expectations.

And what hasn’t changed in that time – something you’d like to have seen more progress on?
Just one? Well, as an industry, we still haven’t moved the needle on obesity or physical inactivity – both global issues. I’d implore each IHRSA member to look in the mirror and ask themselves: Why? What haven’t we tried? What could we do better? What could we do together? I’d further urge them to consider the impact it would have – on global health, as well as our industry’s bottom line – if we could bring even 1 per cent of the world’s inactive population into our clubs.

Do you see technology as a threat or an opportunity?
Disruption is hard evidence that a consumer need or desire is being met by a process, product or service – a solution – that wasn’t generally available before. In the case of our industry, it has a lot to do with the access, information and convenience afforded by virtual connectivity.

The key question, though, is why are consumers so interested in virtual access, data, tracking, cloud-community participation and so on? What are they craving? And beyond that, how can clubs satisfy this need via their membership experience in a positive and productive way? We should also ask what experiences clubs can provide that can never be replaced or replicated by technology alone.

Find the answers to these questions and you’ll create a unique and engaging experience – one that will have a lasting impact – for your members.

EXOS/MediFit is a global fitness and wellness management company that works in spheres like corporate wellness. What makes a successful corporate programme?
Let’s be honest: lots of corporate fitness and wellness strategies haven’t enjoyed long-term success. Today, the data is showing that it’s not just one thing that makes a difference. Rather, success requires a layered, multi-faceted approach – one that’s supported by a culture with aligned values, and one that produces measurable and sustainable results.

We’ve also discovered that reward systems that are balanced between extrinsic and intrinsic motivation, and buttressed by environmental and social support, produce better outcomes than ones that rely solely on financial incentives.

It’s also important to offer the programming and physical environment that provide the motivation, inspiration and convenience for employees to work out at work, as well as helping them remain connected to achieving their goals even when they’re not at work.

What advice would you offer club operators wanting to tackle the corporate sector?
Keep in mind that what works in a traditional health club setting may not translate seamlessly to a corporate environment. You need to do your homework to determine if you’re equipped to produce the value and outcomes that are expected in an on-site facility, and in a way that’s scalable.

Also, ask yourself if pursuing corporate fitness opportunities will really enhance or detract from your core business – and be honest in your response.

Managing clubs requires you to focus on balancing a number of critical factors, including the member experience, the team members’ roles in providing it, the sustainability of the experience, and the club’s unique relationship with the community.

As a management company, though, we function as a partner. We focus on each of our partners’ ‘care-abouts’, and on providing them with unique value, solutions and efficiencies. Sometimes this resembles a more traditional club model, but sometimes we deliver value via programmes or technology. We also focus on the scalability of our solutions and resources in order to produce a broader, sustainable impact.

Finally, what advice would you like to offer the next chair of IHRSA?
My advice would be to continue to challenge the thinking of the leaders of our industry and of the association. Think bigger. Think differently. And, when we know better... do better!

A longer version of this article appears in the April 2016 edition of IHRSA’s CBI magazine.

Introducing Molly

IHRSA chair Molly Kemmer
IHRSA chair Molly Kemmer

Molly Kemmer entered the fitness industry as a group exercise instructor at the age of 18. Next came a personal training certification, and a master’s degree in exercise physiology and health promotion from Illinois State University.

After concluding her formal education, she became assistant manager of a small club, and subsequently assumed positions of increasing responsibility at the Greenwood Athletic and Tennis Club, Pura Vida Fitness and Spa, and the Lakeshore Athletic Club-Flatiron – all located near Denver, US.

In 2012, Kemmer joined global fitness and wellness management firm EXOS/MediFit, serving as general manager of the Anschutz Health and Wellness Center at the University of Colorado; in 2014, she became EXOS/MediFit’s regional director of community services. 

She joined IHRSA’s board of directors in 2012 and in 2015 was elected chair. Her one-year term ends in June 2016.

If you would like to get each issue of HCM magazine sent direct to you for FREE, plus the weekly HCM ezine, sign up now!
Clubs must understand why virtual fitness 
is growing, and what people are craving / shutterstock
Clubs must understand why virtual fitness is growing, and what people are craving / shutterstock
http://www.leisureopportunities.com/images/81099_485687.jpg
The outgoing IHRSA chair reflects on the learnings from her 12-month tenure, and challenges the fitness sector to think bigger and think differently
Latest News
Fitness equipment firm Nautilus Inc is looking for a buyer for its commercial equipment brand ...
Latest News
Technogym has announced the launch of live streaming and on-demand classes. The new content will ...
Latest News
A number of gym operators are concerned that local lockdowns could come into effect in ...
Latest News
Prime Minister Boris Johnson has announced that gyms may be able to reopen in a ...
Latest News
UK consumer confidence has improved significantly since the beginning of the lockdown, with a fifth ...
Latest News
The PGA Tour has recently bought 1,000 Whoop bands for its golfers, after PGA Tour ...
Latest News
ukactive has announced that Active Uprising and the National Summit are going digital as part ...
Latest News
Industry body ukactive has today (1 July) hosted a delegation of government and public health ...
Latest News
Health and fitness company Ingesport – which operates the GO fit chain of gyms in ...
Latest News
Mountainside Fitness in Arizona has filed a lawsuit against state's governor, Doug Ducey, after he ...
Featured supplier news
Featured supplier: Let's get restarted: Physical Company offers advice on keeping gym members safe
As countries around the world gear up to relax their lockdown rules, there remains a question mark over gyms and studios, which in many markets will be one of the last sectors to be given the green light.
Featured supplier news
Featured supplier: Incorpore and MoveGB ink groundbreaking partnership to transform corporate wellness offering
Incorpore and MoveGB have entered into a landmark partnership, combining the UK’s largest provider of corporate gym memberships with the nation’s biggest network of classes.
Video Gallery
Temple Gym - Nautilus Equipment
Core Health & Fitness
Temple Gym - Nautilus Equipment Read more
More videos:
Company profiles
Company profile: fibodo Limited
fibodo is the digital solution helping people lead healthier and happier lives. From grassroots individual ...
Company profiles
Company profile: Merrithew™ - Leaders in Mindful Movement™
Merrithew™ enriches the lives of others with responsible exercise modalities and innovative, multidisciplinary fitness offerings ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Management software
Fisikal: Management software
Design consultants
Zynk Design Consultants: Design consultants
Wearable technology solutions
MyZone: Wearable technology solutions
Locking solutions
Monster Padlocks: Locking solutions
Spa software
SpaBooker: Spa software
Fitness equipment
TRX Training: Fitness equipment
Exercise equipment
Power Plate: Exercise equipment
Direct debit solutions
Harlands Group: Direct debit solutions
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Property & Tenders
Greywell, Hampshire
Barnsgrove Health and Wellness Club
Property & Tenders
Derby City Council
Property & Tenders
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
22-23 Sep 2020
Heythrop Park, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
27-30 Oct 2020
Messe Stuttgart, Germany
Diary dates
03-06 Nov 2020
Online,
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
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