ihrsa 2015 the future progressive opportunities
TRANSCRIPT
The Future – Progressive Opportuni3es in the Health &
Fitness Industry Bill McBride, President & CEO Ac3ve Sports Clubs / BMC3
Bill McBride
Bill McBride is a health club industry veteran who has over 25 years of experience. He is currently President & CEO of Ac3ve Sports Clubs and BMC3, his consul3ng company. McBride is interna3onally recognized for his exper3se on the industry, leadership, management, sales, sales management, reten3on, marke3ng, excellence in opera3ons and designing the customer experience. He recently completed 5 years of service on the IHRSA Board of Directors as Chairman & Ex-‐Officio.
Active Sports Clubs – Based in the San Francisco Bay Area
10 Commercial Health Clubs 1 New Functional Training Test Studio – “The Zone” Launching first true “The Zone” site in September ‘15 2 Hospitals 2 Community Centers 1 University 45 Corporate, Residential and Commercial Sites
Throughout the US:
Warm Up
v Team “Black” v Team “Gun Metal”
Your Core v Your core should be clear v Strategies change v What’s in the “white space” that needs to be filled?
v What/Who is the “community”? v Are you chasing an old model? v Are you racing to the bo\om? v Spending more $ is not a strategy v Helping People = Selling More (Fill in the blank)
Subs3tu3on v Public Fitness Access
v Residen3al Community Expansion of Services v Medically Based Wellness v Corporate Fitness/Wellness Centers v University Based Fitness Centers v Community Centers / Non-‐Profits v Self Directed / Connec3vity / Virtual v Parks & Rec
What will be the same? v Mind Body v Dance v Cycling/Cardio v Func3onal / Strength
v Convenience v Desire for Energy & Connec3on v A\rac3on of Groups / People v Variety / Progression v Science v Behavioral Readiness For Change v Increased Technology v Increased Medical / Wellness emphasis
The Need For “Exper3se” v Providing something people need and can’t get easily elsewhere
v Unique Programming v Mee3ng “unmet” Needs
UNIVERSAL ACTIVE PROGRAM– Across All Sites
Click to edit Master title styleGROUP FITNESS
Active Retention Model
COMMUNICATION & MARKETING STRATEGY
Kevin Plank, CEO of Under Armour
v Why Under Armour Is Buying Up Fitness Apps v h\p://www.bloomberg.com/news/videos/2015-‐02-‐05/why-‐under-‐armour-‐is-‐buying-‐up-‐fitness-‐apps
Bloomberg News 2/15/15
Under Armour
UA App Stats v Paid $710M (For all three) v 120 Million Users / 72M women = 60% v 4.2M new in January alone v Adding 136,000/day v Technology agnos3c = over 400 different devices v They now have the largest fitness community in the world
v More Workouts = More Sales v Mone3za3on = Adver3sing, Subscrip3on, Content, Connec3vity (S3ll not fully defined in the app space)
v First “handshake” with company
Under Armour Growth
v Men’s Apparel v Women’s Apparel v Footwear v Interna3onal = 9% of sales / goal 50% They have 57 stores in China
v Direct to consumer
Under Armour
v Sell more shirts and shoes v Technology/Innova3on Company v Fitness Connec3vity v Full priced brand v Customer not trained for discounts v Not abandoning athletes
Ø Sell more shirts & shoes!
Q&A...
Bill McBride Contact Information
[email protected] +1 415-299-9482
www.linkedin.com/in/billmcbride www.BMC3.com