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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.

Key Takeaways


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.

VP of Strategic Accounts and Digital Content – Freemotion

Jeff Esswein

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.

CEO – REX Roundtables

Eddie Tock

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.

22 SERIES HEADER Upright Bike(2880×120)

22 Series

Powered by iFIT, the 22 SERIES keeps users engaged with vivid imagery, motivational coaching, and auto-adjusting technology that delivers an immersive and interactive cardio experience.