As the fitness industry heads towards a potential partnership with both government and businesses to promote a healthy lifestyle, one of the biggest challenges it faces is identifying, attracting and retaining senior management with the skills and experience to take the industry to the next level.

This issue, which the industry’s elder statesmen have been considering for some time, lies at the heart of the recent launch of IHRSA University.

The university’s inaugural management development programme – held at European executive education provider IESE Business School Barcelona on 5-9 June 2006 – was attended by 45 carefully chosen potential industry leaders from small, medium and large chains, hotels, independent clubs, corporate fitness companies, trade bodies and suppliers from 15 countries around the world.

Covering a broad spectrum of business disciplines, from market and customer strategies to financial integration, the programme was developed by business tutors as well as UK industry professionals who have themselves built successful fitness businesses, floated them and developed next generation talent. These include: Mike Balfour, deputy chair of Fitness First; Harm Tegelaars, FIA chair and deputy chair of Cannons; and Fred Turok, chief executive officer, LA Fitness.

Another important part of the week-long study plan was to teach delegates effective business strategies adapted by some of the most successful brands in the world – such as Apple, Real Madrid FC and Madonna.

Commenting on the groundbreaking initiative, Sheridan Easton, the Fitness Industry Association’s operations director, said: “IESE’s executive leadership education programme was excellent because it combined interactive learning with discussions, simulations, presentations and small-group learning activities with breakout sessions. By linking analytical and managerial approaches to company-specific situations, the programme’s content created a very powerful multi-dimensional learning experience.”

One of the university delegates, Fitness First’s fitness director, Nick Smith, said: “I found the whole programme really inspirational and challenging. To be able to debate with leaders in their fields stretched my thinking and gave me a new perspective on issues.”

Herman Rutgers, IHRSA's director Europe, who masterminded the IHRSA University, says: “After talking with industry leaders across the globe, I could see the tremendous need for a high-level executive education programme aimed specifically at clubs. The fact that the programme sold out – with a waiting list of 15 – within six months of the idea being introduced to the IHRSA board underlines its value to the industry. This is an ongoing programme and we have already set the dates for next year.”

The 2007 programme will be held – from 4-9 June next year – at the IESE Business School in Barcelona.