IHRSA Las Vegas Club Standards Increase Bottom Line and New markets


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IHRSA Las Vegas Club Standards Increase Bottom Line and New markets

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IHRSA Las Vegas Club Standards Increase Bottom Line and New markets

  1. 1. Club standards to increase retention and attract new members and markets
  2. 2. Kilian Fisher, Marketing Director MomentumBD Ltd, IHRSA Europe Council, IHRSA representative to BIAC & OECDCatherine Carty, Project Manager, UNESCO Chair in Inclusive PE, Sport, Recreation and Fitness ITTralee, Co Kerry Ireland.
  3. 3. What is a Standard? Oxford Dicitionary Definition:  “a level of quality or attainment  something used as a measure, norm, or model in comparative evaluations: the system had become an industry standard…..” “Astandard might simply be defined as a set of rules for ensuring quality” ETSI
  4. 4. • Top downNational/ • regulation Federal • legislation • Bottom Up Sectoral • Best practice • Industry driven • Business Club Objectives • CSR
  5. 5. Where is your thinking? Clone Lone
  6. 6. Fact: Club standards attract new members Wheres the evidence Inverse analysis Positive PR, Marketing, Safeguard Process not product/service driven
  7. 7. Fact: Club standards attract and drive quality staff Staff want to work with quality employers Staff like to know training will be part of their continued career development Good quality staff are more likely to stay in high standard workplaces Inclusion policies and practice will attract appropriately qualified staff
  8. 8. Fact: Club standards increase retention Gym member touch points What is the evidence? Evidence…. How to use standards to increase retention & reduce costs
  9. 9. Unify Differentiate Club StandardsAssure Direct
  10. 10. International Quality Standards Fitness Equipment Aquatics Equipment Pool Operations Design Standards Training Standards KCSFs Difference between awards and standards
  11. 11. Global Club StandardsUSA- MFA, ACSM, NSFSwitzerland- QualitopGermany- DINIreland- ILAM White Flag, Excellence IrelandUK- Quest, FIA CodeNew Zealand- Fitness NZAustralia- Fitness Australia
  12. 12. Global People Standards European Projects: Eurofit, ECVET Fitness, Euroseen, Vocasport ICREPS, REPS UK, REPS Ireland, Aus, NZ, SA New/Developing National Registers Other associated Sports/Leisure/Fitness: European Frameworks/standards/Qualifications: Outdoor Sector, Sports Facility Mgmt, Adapted Physical Activity- EIPET/ APA-VET, Inclusive Standards, EOSE- NEORS, EUSAPA
  13. 13. International benchmarking UK, Australia, New Zealand, Europe, Ireland, South Africa & …..REGISTER OF EXERCISE PROFESSIONALS
  14. 14. U.S. Standardization System American National Standards Institute (ANSI) A private, non-profit organization that administers and coordinates the U.S. voluntary standardization and conformity assessment systems
  15. 15. Why an ANSI Standard?1. ANSI process helps ensure the development of a single American National Standard For Fitness Club Operation2. Use of an accredited, audited process enhances credibility3. ANSI requirements ensures the involvement of all stakeholders
  16. 16. NSF InternationalThe Public Health and Safety Company Health/Fitness Facilities Standards Live Safer™
  17. 17. Current DraftHealth/Fitness Facilities Standards Available at: www.standards.nsf.org
  18. 18. Other Standards examples NSF/ANSI 50-2012: Equipment for pools, spas, hot tubs and other recreational water facilities EN Standards for Swimming Operations/ Fitness Equipment/ Aquatics/ Play Equipment and Safety/Sports etc BS,ISO, NSAI Goalposts example of process/Industry involvement
  19. 19. Club Standards ImportanceShow City Channel TV Interview (Kilian Fisher National TV on White Flag Standard minutes)Kilian Fisher on TV talking about Gyms ILAM _ White Flag Standard.mp4
  20. 20. How to attract new markets Benefits to Clubs Medical- GP Exercise Referral – UK & Ireland Credibility
  21. 21. The World is Changing So Must We Catherine Carty Institute of Technology Tralee Co Kerry Ireland UNESCO Chair Project Manager Catherine Carty IHRSA Las Vegas 2013 21
  22. 22. UNESCO Chair in ITTraleeTransforming the Lives of People withDisabilities through Physical Education, Sport, Fitness and Recreation. Catherine Carty UNESCO CHAIR Project 22 Manager 2013
  23. 23. UNESCO is known as the "intellectual" agency of the United Nations.In 1945, UNESCO was created in order to respond to the firm belief of nations, forgedby two world wars in less than a generation, that political and economic agreementsare not enough to build a lasting peace. Peace must be established on the basis ofhumanity’s moral and intellectual solidarity.UNESCO strives to build networks among nations that enable this kind of solidarity, by:• Mobilizing for education as a fundamental human right and as a prerequisite for human development.• Building intercultural understanding• Pursuing scientific cooperation• Protecting freedom of expression Catherine Carty UNESCO CHAIR Project 23 Manager 2013
  24. 24. UNESCO TodayWe must create holistic policies that are capable of addressing the social,environmental and economic dimensions of sustainable development. This new thinking onsustainable development reaffirms the founding principles of the Organization:• …Intercultural dialogue is vital• ….the future of nations depends …on their collective ability to understand and anticipate changes in the environment - through education, scientific research and the sharing of knowledge.• In an unstable world ……the educational, scientific and cultural fabric of societies – along with respect for fundamental rights - guarantees their resilience and stability.• In a connected world …the full participation of everyone in the new global public space is a prerequisite for peace and development. Catherine Carty UNESCO CHAIR Project 24 Manager 2013
  25. 25. Functions of UNESCO Chairs and UNITWIN Networks- “think tanks” and “bridge builders” between the academic world, civil society,local communities, research and policy-making;- Realignment with UNESCO’s priorities- Readjust geographic imbalance which is now in favour of the North;- Stimulate triangular North-South-South cooperation;- Creation of regional or sub-regional poles of innovation and excellence;- Closer cooperation with the United Nations University (UNU). Catherine Carty UNESCO CHAIR Project 25 Manager 2013
  26. 26. • “Disability is part of the human condition… almost everyone will be temporarily impaired at some point in life”• About 15% of the worlds population have a disability• People with disabilitys encounter many barriers which restrict their participation in life Catherine Carty UNESCO CHAIR Project 26 Manager 2013
  27. 27. The World is Changing The worlds population is 7 billion rising to 8 billion by 2030 and 9 billion by 2050 (UN) By 2050 those over 65 will grow by 70% & those over 80 will grow by 170%
  28. 28. Why Talk about Disability?• We need to become more inclusive, from design, standards, training employment.• We have set standards that include disability inclusion training as a added extra… can they be mainstream?• Should they be mainstream?• Once standards are set they are model by others so tread carefully…..• Convention on the rights of persons with disabilities
  29. 29. Catherine Carty UNESCO CHAIR Project 29 Manager 2013
  30. 30. Biopsychosocial Model• WHO: The interaction of the individual with the physical and social environment Catherine Carty UNESCO CHAIR Project 30 Manager 2013
  31. 31. International Classification of Function http://www.rehab-scales.org/international-classification-of-functioning-disability-and-health.html Catherine Carty UNESCO CHAIR Project Manager 2013 31
  32. 32. We must adapt• What could you do in your club?• 7 P Development policy – Philosophy – Processes – Policy – People – Places – Programmes – Promotion
  33. 33. 33
  34. 34. What can the fitness sector do to respond?How can we be a real force? Catherine Carty UNESCO CHAIR Project 34 Manager 2013
  35. 35. Catherine Carty UNESCO CHAIR Project 35 Manager 2013
  36. 36. Mainstream Inclusion Standards• 5 reasons to target the disability market1. Size of the market2. Ageing Population3. Market leader4. Positive attitude5. Customer Loyalty+ They want to be included
  37. 37. Drivers of Club Standards• Who are the key players?• Why?• Have some stakeholders not got a voice?• Why? Fitness APA Sector Industry
  38. 38. • PeopleOperations • Business • DesignEquipment • Operation • Maintenance • Universal Design Design • Sustainable
  39. 39. 39Catherine Carty IHRSA Las Vegas 2013
  40. 40. It’s also time for more integration• Society needs to come together across sectors to maximise impact in striving to meet global challenges• Sectoral divisions are not helpful• We need to maximise the professionalism in the fitness sector• Increase evidence & research
  41. 41. Catherine Carty UNESCO CHAIR Project 41 Manager 2013
  42. 42. How to attract new markets Exercise is Medicine HealthInsurance: Premiums and Benefits eg Switzerland Consumers /Media/ Government: Credibility, Assurance, Avoid Punitive legislation
  43. 43. How to use standards to increase retention Itcosts 9 times more to sell a new membership as opposed to retaining one Are you happy with your Retention rates ? How to use standards to improve your retention leading to more sales? In this Digital Age- “World of Mouth”Social Media 2013 _ New Music.mp4
  44. 44. How to use standards to increase retention Lessons from the Video Discuss and explore how to use standards for retention /referral in this social media and world of digital marketing
  45. 45. How to use standards to reduce costs People Buildings Energy Programmes Training Marketing Selling
  47. 47. Contacts kilianfisher@momentumbd.co.uk www.momentumbd.co.ukT (UK Office) +442079172780 M +353894322125 catherine.carty@ittralee.ie