Creating a Fitness Facility Without Walls
Retention through connection
Future of fitness
The way we ‘connect’ with members has changed. Jeff Esswein and Eddie Tock will examine how this has influenced our industry and provide guidance on successfully navigating these challenging times as they explore how best to create content that engages and retains your members – both those who are still active and those who have left due to the pandemic.
1 | Facilities without Walls
Don’t just offer a physical location with equipment and services – connect with your members outside of your walls to provide value.
2 | Your Content Reflects Your Organization
The content you provide your members is an extension of your facility – ensure your content’s quality reflects your brand.
3 | Consider Outsourcing Content Creation
Content creation isn’t a core competency of most facilities – choose a partner that can deliver the quality, quantity, and engaging content your members crave.
4 | Time Is Money
Your members are spending less time in your facility – pack more value into their abbreviated visit.
5 | Expand your group studio classes
Although COVID has reduced the number of people in your group exercise classes, offer the engaging nature of group training virtually with content-driven equipment.
Jeff Esswein brings a uniquely diverse and extensive wealth of experience to any discussion within the fitness industry, especially surrounding fitness and technology. Currently, the Vice President of Strategic Accounts and Digital Content with Freemotion Fitness, Jeff has also built and operated two 150,000 sq ft multipurpose athletic facilities since the 90s. Jeff has more than 30 years of industry experience, including as the founder and EVP of ClubCom.
Eddie Tock is a partner with REX Roundtables, a global organization that runs Executive Mastermind roundtables with more than 250 very successful club owners and executives in groups throughout the US, Europe, and Australia. A top speaker for IHRSA Conventions, Club Industry Shows, and previously a faculty member for IHRSA’s Institute for Professional Club Management, Eddie has worked with over 1400 clubs worldwide since 1983.
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