Fitness Industry Innovation Podcast ABC Financial

Welcome to Part 3 of our series on defining the member experience for gyms. Joining our podcast is Chelsea Perkins, Executive Office Manager, and Director of Administration at Club Fitness. In this podcast you'll hear about back office processes and flexibility, all while keeping the human-to-human connection element at the forefront of member experience.

Key Takeaways:
[0:50] Kelly introduces her guest for this episode - Chelsea Perkins
[2:40] Chelsea shares some of her personal journey in the fitness industry and how things have evolved to meet experience demands on the modern day fitness consumer
[5:06] Chelsea shares what her and her team do in the back office to create a better member experience
[11:34] Chelsea talks about the importance of flexibility and how that brings about a better member experience in Club Fitness
[13:38] Chelsea provides an example of how passion and flexibility directly impacted a member’s experience in Club Fitness
[15:54] How does member experience lay into the theme of Club Fitness: “celebrating the uniqueness of every body”?
[17:56] What is the future of member experience at Club Fitness? Chelsea explains.
[20:01] Kelly and Chelsea close out

Mentioned in this Episode:
ABC Financial Services
Kelly Card
Chelsea Perkins
Club Fitness

Join Kelly Card, Chief Engagement Officer of ABC Financial with Mark de Gorter, Chief Operating Officer of Workout Anytime as they continue part two of our series on creating a better member experience. Listen in as Mark shares what is working for Workout Anytime and how their member mindset sets them up for success. Hint: you'll be surprised to find out Mark's perspective is not a one-size-fits all.
Key Takeaways:
[:50] Kelly introduces her guest for this episode - Mark de Gorter
[2:33] Mark shares Workout Anytime’s focus, to be the most admired, and what that means
[4:02] Mark shares his background in the industry
[7:33] Why are people exercising these days?
[8:18] The basic fundamentals of enhancing member experience
[9:23] Mark talks about how company culture and member experience are intertwined
[13:11] Mark shares how they keep their focus on culture through MXM Medallia
[16:38] Retaining members is key to your success
[17:52] Retention starts with your staff
[19:29] Member experience from an operational standpoint
[21:17] Listen to your members and collect their feedback
[22:25] Mark discusses the growth at Workout Anytime
[24:45] Differentiating yourself on the human experience
[28:28] Kelly closes out
Mentioned in this Episode:
ABC Financial Services
Kelly Card
Mark de Gorter on Linkedin
Workout Anytime

We’re kicking off a three-part series on defining member experience with Adam Zeitsiff, President and CEO of Gold’s Gym. Adam joins Kelly to discuss how to take a personalized approach to creating a unique member experience which resonates with your target members. You’ll hear how Gold’s Gym’s dedication to innovative approaches drove double-digit increases for lifetime value and length of stay, plus insights into how this iconic brand is planning for the future.
Key Takeaways:
[:50] Kelly introduces her guest for this episode - Adam Zeitsiff
[3:25] Adam shares how he got his start in the fitness industry
[5:39] Technology has taught me that patience is a virtue in running a business like this too, and as technologists, we always wanna bring our products to market
[6:15] The biggest thing coming from the technology space into this role as a CEO of this global brand is be smart, don't rush, be patient
[6:51] Kelly asks Adam about fragmentation in the member experience across the fitness industry space
[8:02] The member experience is they key factor in getting and retaining new members
[8:43] Adam digs in and explains what members are looking for in their gym experience
[9:34] Adam shares what Gold’s Gym is focusing on and how to build a better member experience
[12:24] What is the role from a technologist's perspective in member experience, and where do you think it's heading?
[13:01] Adam explains how they use technology to build trust with members
[15:48] Adam and Kelly discuss seamlessly blending multiple technologies into the member experience
[17:01] Adam and Kelly discuss Gold’s Gym AMP
[20:17] Adam offers insight for fellow health club operators on what they should really be focusing on right now to deliver that awesome member experience
[22:57] Closing thoughts
Mentioned in this Episode:
ABC Financial Services
Kelly Card
Adam Zeitsiff on LinkedIn
Gold’s Gym

Josh Unfried, CEO of Windfarm Marketing, joins the podcast and brings relatable, actionable marketing insights from a successful career in consumer engagement both inside and outside the fitness industry. Learn how to market based on the customer’s point of view rather than your own, how and why to segment your approaches, and the one common mistake Josh sees club owners make across the board.
Key Takeaways:
[:50] Kelly introduces her guest for this episode - Josh Unfried
[2:40] Josh shares how he got his start in marketing
[3:45] Josh talks about previous marketing industry disruption
[4:40] Josh explains what the brands that are winning are doing
[7:14] Is this new approach a necessity?
[7:46] Consumer driven expectations
[8:50] What is the frictionless buying experience and how does it give you an advantage? Josh explains
[9:30] Don’t force prospects to talk to a sales person
[10:50] What impact are you seeing with conversion rates by removing friction?
[14:08] Segment your leads
[16:04] How are clubs adopting segmentation?
[18:03] Achieving a new level of marketing
[19:20] What are you seeing across the board that clubs are getting wrong? A siloed approach
[20:55] Using an integrated approach
[22:04] What is the first step out of the silo?
[22:22] Kelly closing remarks
[26:35] Get in touch with Josh for more information on how to end frictionless buying in your gym
Mentioned in this Episode:
ABC Financial Services
Kelly Card
Josh Unfried on Linkedin
WindFarm Marketing

Dan Collins is the Chief Operating Officer at Charter Fitness, a results-focused club brand with locations in and around Chicagoland.
Join Kelly and Dan as they dive into Dan’s experience in Charter Fitness and the service industry. Learn what has driven Dan’s success, what helps his brand stand out, and how you can apply the same techniques to your clubs. As Dan says: “Stop trying to be what others are.” Listen in to learn more and get your gym back to the basics that matter!
Key Takeaways:
[:50] Kelly introduces her guest for this episode - Dan Collins
[2:33] Dan shares his journey in the fitness industry and what has driven Charter’s success
[4:57] Dan shares words of wisdom from a mentor
[6:00] Dan discusses the importance aligning your goals with your skills
[8:01] What do health clubs need to do, or what do they need to stop doing, in order to be successful? Dan explains how to get back to basics.
[9:38] Dan explains what’s worked, what hasn’t, and why
[12:19] Dan discusses taking risks and the importance of passionate people
[16:41] Dan shares the philosophy of the Charter brand and what makes it work
[18:09] Is your gym a widget? Dan explains what that means to him and how he keeps his gyms successful – even through the New Years rush
[19:52] How focusing on service can differentiate you from the competition? Focus on service.
[21:48] The future of Charter Fitness
[23:05] Closing thoughts from Kelly and Dan
Mentioned in this Episode:
ABC Financial Services
Kelly Card
Dan Collins on Linkedin
Charter Fitness

Eddie Tock is the CEO of REX Roundtables for Executives, a global organization focused on bringing together top level executives and leaders to share ideas and experiences to help move their businesses forward. He runs 12 different REX Roundtable groups across the US with over 150 club owners & executives, 3 in Europe and 4 in Australia and New Zealand. Eddie has long been involved in the fitness industry, and has a wealth of information apart from his eagle eye in spotting trends. The Roundtable sessions are fertile ground for best practices and ideas to emerge from the collaboration and spirit of continuous learning that they foster among some of the leading club operators in the world.
 
Eddie highlights some of the trends that are emerging in the fitness industry, and the modern fitness consumer trends that clubs are observing. He also reveals the key agendas that the Roundtables focus on: operations, culture, strategy and leadership — as foundations for building better businesses. Tune in to find out more about what business owners should be focusing on to stay relevant and why Eddie believes there is an abundance of opportunity out there — you just have to find it and take action!
 
Key Takeaways:
[:47] Kelly introduces her guest for this episode — Eddie Tock.
[2:42] What is the story behind REX Roundtables, and how does it facilitate that willingness to learn?
[6:56] Eddie shares an anecdote about why the focus on learning is so crucial to be a successful business owner.
[9:05] What are some of the tools REX Roundtable participants get, and how does it translate to improvements in their business?
[12:01] What are some topics that come up in discussion across all of the groups?
[15:31] How else are club operators trying to ensure their relevance to the modern fitness consumer?
[19:52] One of the things Eddie focuses on is the intrinsic motivation of members and how to engage them in a natural way. He explains what he means by that.
[26:18] There is a lot of opportunity to get better in business, but as a business owner you need to decide for yourself what that means for you and your consumers.
[28:01] What are some other consumer trends that are relevant to club operators now?
[32:36] Kelly and Eddie discuss offering membership tiers and how to differentiate between offerings.
[35:29] An omni-channel experience is even more important, alongside providing consumers with the flexibility and convenience they are looking for.
[38:09] All the information business owners need is in the data — they just need to open their eyes to what the data is telling them.
[40:52] Get in touch with Eddie via email to find out more about REX Roundtables.
 
Mentioned in This Episode:
ABC Financial Services
Kelly Card
Eddie Tock on LinkedIn
Email Eddie Tock
REX Roundtables for Executives
Nick's Pizza, Forbes Top 25 Places to Work
Great at Work, by Morten Hansen
Jack Welch, Former CEO of GE
Epsilon
Great by Choice, by Jim Collins
HydroMassage
MyZone
Peloton
Net Promoter Score
MXM/ Medallia