Precor is excited to share with you a collection of insights from industry thought leaders from the 2015 IHRSA Convention.

1. IHRSA 2015 Education Summaries
Management and Operations

2. IHRSA Convention 2015
It is an amazing time to be in the industry! The number of clubs,
gym members, and total gym revenue continues to grow. There are
exciting new business models, innovative approaches to training, and
a constant stream of innovations in fitness technology.
Precor is excited to share with you a collection of insights from
the thought leaders of our industry. We have compiled over 50
summaries of education sessions from the 2015 IHRSA tradeshow
held in Los Angeles with full permission from IHRSA. To more fully
experience any of the sessions, full-length videos are available for
purchase at ihrsastore.com.
We believe that fitness made personal means being your trusted
advisor. Equipment is only one part of the experience you deliver and
we hope that this industry-spanning set of insights helps you better
serve your members and achieve business success.
Brian Kane
Global Research Manager
Precor is excited to share with you a collection
of insights from industry thought leaders from
the 2015 IHRSA Convention.

3. Contents
Blueprint for Success. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Work Like an Athlete. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Work-Life Balance. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Why Innovation Is Important and How to Achieve It. . . . . . . . . . . . . . 8
Leading Your Club to Success Club Management . . . . . . . . . . . . . . . . 10
Business Valuation for Fitness Clubs. . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Building a Breakthrough Business. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Creating a Culture of Passion and Triumph . . . . . . . . . . . . . . . . . . . . . . 17

4. 2 IHRSA 2015 Education Summaries Management and Operations // Blueprint for Success
Blueprint for Success
About the Speaker
Todd Durkin is the Founder and Owner of Todd Durkin Enterprises and an internationally recognized speaker, performance coach, personal
trainer and motivational speaker. He is also the owner of the wildly successful fitness center, FitnessQuest 10. He is a two-time recipient of
the Trainer of the Year (IDEA & ACE) award and has produced 43 DVD’s centered around strength, conditioning and functional fitness.
Passion Represents a Key Ingredient for Success
Building a successful business begins with passion. Regardless of the industry, passion represents an important factor that has a significant
bearing on success. A few practical aspects in addition to passion that are important when building a successful fitness business include:
• Drive revenue, feeder programs are invaluable. They offer a near-constant stream of clients which generates a constant revenue stream.
• Special offers and targeted marketing are essential for driving revenue.
• Control expenses, generating revenue doesn’t count for much if you’re spending it all on overhead expenses.
• Take care of your clients. It goes without saying that the client is king. Clients who have their needs met consistently are clients who
will remain with you for a long time. The most successful fitness clubs have polite and helpful staff, dedicated trainers and offer
members outstanding customer service.
• Take care of your staff. Satisfied staff offer better service to clients. Provide encouragement, acknowledgment, praise and appreciation
periodically to your staff. A small investment in time for encouragement can lead to a large return.
Be Professional
In the fitness industry outward appearances are vitally important. A client’s first impressions of you, your staff and your club matters
significantly. Train all your staff to greet clients, be friendly and offer help. Train them to connect with clients and prospects.
Consider past efforts that have not been successful and work to understand why they failed. This analysis can be used to build relationships
with your staff as well as clients and provide better fitness services. Make your specific expectations known to your staff and train them to
support those expectations.
A well defined brand is crucial to success. Develop a ‘world-class’ brand through world-class culture and customer service. Be an innovator,
creative and unique. Be specific and focused. Success depend upon how you make your clients and prospects feel.

5. 3IHRSA 2015 Education Summaries Management and Operations // Blueprint for Success
Little Things Are Big Things
Always be courteous in-person, online and on the phone. Train your staff to do the same. Be mindful of the your staff and your own body
language. It is important to make clients feel welcomed and wanted. Your body language can convey this welcoming message. Ensure that
staff is friendly and helpful to everyone. Create a welcoming atmosphere with staff using music and the layout of your facility. Follow-up
with clients and staff in a timely manner.
Created the ‘Perfect 10 Club’
Think of innovative ways to increase retention. Durkin proposes the ‘Perfect 10 Club’. Anyone who comes into the club ten times or more per
month receives a special reward. It could be something small like a free massage or a coupon for your smoothie or snack bar. Concentrate on
current members. Politely ask active members for referrals, and thank them afterwards, or offer a small reward such as a gift certificate.
Your Culture Is Your Brand
Put time into leading your team. Team meetings and an open-door policy keep staff connected. People leave when they are not acknowledged
and appreciated. Show staff appreciation.
Marketing
Good marketing campaigns are fundamental to success. A marketing strategy must lead to sales otherwise it is useless.
Your Marketing Strategy Should
• Drive results
• Be bold
• Develop client touch points. People require constant accountability and guidance
• Provide valuable content to clients
Social media is an invaluable marketing tool and provide a free marketing campaign if used correctly. Employ social media to engage and
connect with members and prospective members, develop and retain fans, generate lists, grow and shape your brand, acquire new clients.
Post tips and offers while tracking activity and driving referrals.
How Often Do You Work on Your Business?
You go to work everyday and work in your fitness business, but how often do you take the time to just work on your business? Set aside time
each week to work on business strategies. Refine your brand and focus your marketing efforts. Do your best each day and expect success.

6. 4 IHRSA 2015 Education Summaries Management and Operations // Work Like an Athlete
Work Like an Athlete
About the Speaker
Jarod Cogswell is the Founder and Managing Partner at FIT Academy. He is also a Business Coach, speaker and President of Enterprise
Athlete. He is an author and recognized as a well-recognized speaker.
The Right Culture Builds Success
Coaches are wonderful at building relationships and pulling teams together. Build relationships with your members and your staff like a
coach. Create a tightly knit community emulating the bond of a sports team. Build your ‘athletes’ up and build your team. Recognize you
are not a boss. You are a leader and a coach. Coach you club to care about your culture, your code and the essence of your business.
The Mind Set
The mind-set of an athlete is imperative to success.
Five important steps for the right mind-set for a successful work day:
• Get mind ready. Sleep at least seven hours each night.
• Get your mind right. Decide who you are going to be. What kind of leader are you going to be today?
• Get inspired. Have goals and be energetic.
• Move your body. Exercise each day even if it’s just stretching.
• Be the spark for others. Motivate , inspire and encourage your team and your members.
• Smile and be friendly.
Passion for what you do creates success. Know your purpose. Train like an athlete. Learn in order to become better each day. Take care of
yourself. Health and fitness are the foundation of your business success. Like an athlete, stay in good physical form, especially within the
fitness industry.

7. 5IHRSA 2015 Education Summaries Management and Operations // Work Like an Athlete
You Need a Game Plan
Consider the essentials required to build, expand and retain your business. Consider your goals, whether short-term or long term, such as
recruitment, better customer service, retention and cleanliness.
• Watch the scoreboard. Know your KPI’s and other performance-related numbers. Include net membership growth, retention rates,
member goals achieved and daily member service levels.
• Set goals together with your team and incentivize them.
• Execute your plan and watch your scoreboard. Coach your team and recognize and celebrate their successes. Communication is critical.
Key Plays
Consistent Communication
Team satisfaction includes surveying your staff in addition to surveying members.
• Educate your staff.
• Member satisfaction. Survey frequently and improve.
• Daily service initiative includes making connections.
• Be tribal. Create your own community or tribe.
• Be visible toto every level of your facility.
• Dominate the details.
Tips for Working like an Athlete
Discipline is essential. Without discipline you will lose. Be willing strengthen your business foundation. Follow up is key. It is possible to
beckons distracted by one aspect of your business. Work on all aspects of business building everyday and always follow leads each day.
• Focus and Intensity: Bring a certain energy level into your club each day. Be pre-emptive. Be a champion business athlete. Enhance
your skills and bolster your strengths.
• Build Trust and Inspire: Are you a great teammate? Act as if your actions are constantly on display. This will enhance your leadership abilities.
• Strive to be World Class : Stay hungry for success. The athlete work ethic and discipline allows you to stay ahead and avoid becoming
complacent.
• Train like a Pro. Stay in the game and influence members to make fitness an everyday priority.
• Have team members willing to improve. Look for ways to help them improve. Positive energy, trust, ownership, improvement and
accountability lead to improvement.

8. 6 IHRSA 2015 Education Summaries Management and Operations // Work-Life Balance
Work-Life Balance
About the Speakers
• Art Curtis is the President of Curtis Club Advisors. He has over 30 years of industry experience. He serves on the Board of Directors
at Cybex International.
• Brent Darden is the Principal at Brent Darden Consulting, and is the Chairman of the Board at IHRSA. He has over 35 years of industry
experience and offers a variety of services through his consulting business. He is a well-recognized keynote speaker.
• Allison Flatley is the Chief Operating Officer and the Owner of Corporate Fitness Works. She has 30 years of industry experience.
She also serves on the IHRSA Board.
• Molly Kemmer is the Regional Director for MediFit Corporate Services. She is an experienced specialist in health club and spa
management and serves as a Board Member at IHRSA.
The Juggling Act
It is a frenzied and hectic world we live in, thanks in part to the digital age. Taking time for ourselves is one of the greatest challenges we
face. We all struggle to juggle our social commitments, recreational interests and spouse and family obligations. Family commitment is for
most our top commitment. How do you manage your time to show the people who are important to you that you care about them?
Start with a Framework
Work - Life Balance
Determine the framework that works for you and give yourself permission to change that framework as your career or your life changes.
This is different for each person. Structure your personal balance according to your specific needs.
Support Network. Have people you can count on who support your endeavors. A spouse, a friend or a family member can be your
support system.
Consider strengths others can bring to support your goals. Can your spouse help at home? Can a team member adopt some of your workload?
Re-evaluate. Do you really need to commit to more work-related tasks or an extra-curricular activity? If not, change your framework.
Prioritize that which is important to you.

9. 7IHRSA 2015 Education Summaries Management and Operations // Work-Life Balance
Be flexible and adjust frequently. Determine your priorities and balance that with your need to be efficient and productive. Listen and learn
from others. Practice makes perfect. Multitask but with focus.
Accept what is. Find what does not serve or interest you and let it go.
Be able to prioritize and change, rather remaining rigid in your life balance. Some spend excessive time and effort planning for work while
and not engaging in the same planning for other aspects of their lives.
Personal Choices
Take responsibility for this juggling act.
• Pick your career wisely.
• Pick your employer wisely by making sure your values are aligned.
• Pick your partner (in life and in business) wisely.
• Have a plan and focus on what is important in the different parts of your life: career, family, self and community. Then make it happen.
• Have traditions and celebrate successes.
• Plan time for yourself.
• Balance is ultimately very personal. Everyone is different. Only you can define balance. You will hear competing views about what is
important. Ultimately you are a unique individual and the choices for balance in your life should reflect that.
• Know yourself. Be all of who you are.
• Know how your personal strengths apply in defining your own balance.
• Know yourself, be yourself, challenge yourself and love yourself.
Have a plan and focus on what is important in the different parts of your life -
career, family, self and community, and then make it happen.

10. 8 IHRSA 2015 Education Summaries Management and Operations // Why Innovation Is Important and How to Achieve It
Why Innovation Is Important and How to Achieve It
The greatest leaders and entrepreneurs of our time all have one key ability that has distinguished them from others in their respective fields:
the ability to innovate. Steve Jobs, Nikola Tesla and Bill Gates, are a few of those entrepreneurs who have significantly contributed to our
society through their innovation, making innovation immensely important, valuable, and from a business perspective, profitable.
Innovation and Why It Is Relevant to Your Business
Innovation is essentially the translation of an idea into goods or services that will create value. In business, innovation can play a key part in
dealing with increased competition across various price points and by making what you have to offer more appealing to your target market.
The Innovation Process
This process consists of three steps: insight, identifying the problem and creating a solution. Industry insight is essential in facilitating
innovation and business change. Constant network and a question the status quo.
1. Insight
Networking
Networking is a crucial. Different perspectives foster open mindedness and increased innovation in producing profitable concepts.
Include outsiders such as friends of friends. Within in ‘friend’ limited networks ideas tend to become redundant with shared interests.
Network expansion creates the opportunity for exposure to different perspectives and backgrounds.
High functioning company boards, including the boards of behemoths like Google and Under Armour, include a significant functional
diversity with members from different industries. Generating unique, fresh and innovative ideas is directly beneficial. Spend time meeting
new people. Consider holding regular ‘idea lunches’ to meet and engage with different people.
Questioning
Questioning the status quo allows a different industry view of different perspectives and business angles leading to unique ideas and
insights. Ask questions that both impose and eliminate constraints for a broader and enhanced understanding of your target market.
“The smartest people I know ask the best questions,” Chris Bingham, University of North Carolina.

11. 9IHRSA 2015 Education Summaries Management and Operations // Why Innovation Is Important and How to Achieve It
2. Identifying Problems
Observation is important to better identify problems in the market or in a business. Try to observe without engaging. Observe the servers as
well as those being served to obtain a more holistic understanding of problems. Innovation becomes easier as we understand the problems
we face.
Clay Christensen’s concept of ‘jobs-­to­-be-­done’ has proven effective in supporting businesses products innovation or creating and providing
services people want to purchase. This concept relies upon the idea that people ‘hire’ a service or purchase a ‘good’ to do a ‘job’. If you are
able to identify what that good or that job you can be innovative with your product or service.
The ‘jobs-­to­-be-­done’ point of view occurs when you walk in client’s shoes or accompany your client through their day, always asking the
question: why did the potential customer do it that way?” Consider the fast­-food restaurant chain working to increase the milkshake sales. A
focus group identified ways to improve the product. The results were documented and adapted, and yet the milkshake sales did not improve.
The company then recruited a researcher to determine what ‘job’ customers expected the milkshake to do. After observing and interviewing
the customers who purchased the milkshakes, and subsequently interviewing them, the finding was 40 percent of their milkshakes were
purchased in the morning by commuters staving off hunger and finding something to do during their long commutes. This insight innovated
the company’s milkshake production with a product that was more viscous and included pieces of fruit. This resulted in improved milkshake
sales. This marketing focus target demographic demonstrates the importance of customer motive. An understanding of a client’s motive can
impact product and service innovation resulting in enhanced profit.
3. Producing a Solution
Organizations can leap too quickly to the first solution in addressing an observable problem rather than consider a broader range of
solutions. A workable solution should analyze a broad range of feedback resulting in an reiteration of the product or service in line with all
product or service feedback.
This process helps refine your business products and services making them more innovative and ultimately more valuable. The ‘one and
done’ model may not yield favorable results. Creating a solution, measuring its success, and then reiterating the product or service it until it
is fully refined, produces better products for your customers. Learn from the feedback you receive and producing products or services in line
with that knowledge.
References:
1. Bingham. Leading Innovation and Change. Published June 9, 2015. https://www.youtube.com/watch?v=AX95yda1Uc4&index=1&list=PLel
dQ1IqzHR6l1vFFmXZ8ufU AI7SveBgf.
2. Nobel, C. (2011). ‘Clay Christensen’s Milkshake Marketing.’ Published February 14, 2011. http://hbswk.hbs.edu/item/6496.html.

12. 10 IHRSA 2015 Education Summaries Management and Operations // Leading Your Club to Success Club Management
Leading Your Club to Success Club Management
About the Speaker
Roberta Fordham currently occupies the role of General Manager at WTS International. She has more than 15 years experience in the sports,
recreation, leisure and fitness industries. She is also a respected speaker and has expertise in managing large fitness facilities.
Target Your Audience
It is essential to the success of any business to have a clearly defined target market. Do not just tell customers about what you do, explain
what you can do for them specifically. People are primarily concerned with themselves. To be successful as a fitness facility clearly define
your offerings and market them to your specific audience. Tailor your club to fit for your members.
Are you a niche high end boutique or a budget fitness facility? Are you catering to a myriad of people with a collection of different services
and products or to a narrow group of people with a standard service? What is your target age group, are they male or female or both?
What is your pricing model? Your club identity should be defined by your target audience.
The key is to know what you do and who you provide it for. Consulting a demographic study of your is helpful to determine what type
facility will be the most prosperous within your particular area. For example, you would not open a high end niche boutique in an area with
a relatively low median income.
Six Things You Should Be Doing to Ensure Success
­Create an experience
• ­Solve a problem for your target audience
• Serve your target audience and all within you club
• Be friendly and engaging
• Create opportunity
• Inspire by being positive and embracing
• Connect with your clients as much as possible
The key is to know what you do and who you provide it for... The structure of your
organization is the foundation that supports everything you do in your business.
Define your core and hire your staff.

13. 11IHRSA 2015 Education Summaries Management and Operations // Leading Your Club to Success Club Management
Organizational Structure
The structure of your organization is the foundation that supports everything you do in your business. Define the core functions of your
business. Hire appropriate staff with the skills to support the unique functions of your club. Have strategies and road maps in place
that support measurable objectives. Familiarize everyone on your staff with these values. The ultimate goals of your business should be
understood by all staff. You are only as good as your team.
Know your key performance indicators (KPI’s). Educate your staff on your KPI’s and implement a doable strategy rather than an inflated
and impractical one.
Culture
A club culture that is centered one trust, loyalty and respect between you and your staff, and your staff and clients, is an invaluable driving
force for the overall success of your business. Align your culture with your strategy.
Key Ingredients in Building Culture:
• Good Leadership: Hire qualified people and let them do their job. Micromanaging can be a put off. Give your staff direction and
offer help when needed, but also trust their abilities and skills. This will bolster trust and loyalty within your team. Build success
through leadership.
• Clear Vision Statement: Have a clear vision statement a view of the future and of what you want your club to be.
• Expectation: ­Does your team know and understand what’s expected from them? Meet with staff often to ensure that everyone is on
the same page.
• Core Values: Define the company’s core values and demonstrate them. Fit your members with your values.
• Engagement: Engage with clients frequently to find out what exactly they want and/or need. You can do this through anonymous
surveys or with frequent informal face-to-face talks.
• Encourage and Appreciate Your Team: Reward and acknowledge them. Build relationships with your team. Articulate your goals,
expectations and visions. Make staff members accountable. Let them know the marketing plan and goals instill in them a sense of
responsibility for their respective roles and outcomes.
• Be Positive: Display a positive attitude with both demeanor and words. Communication and organization skills are important.
Be willing to make changes and be a part of the team.

14. 12 IHRSA 2015 Education Summaries Management and Operations // Business Valuation for Fitness Clubs
Business Valuation for Fitness Clubs
About the Speaker
David Hardy has been in the fitness industry for over fifteen years and is the President of Franvest Capital Partners, a private investment firm
that primarily invests in companies with a focus on fitness and healthy living. He is a partner at OrangeTheory Fitness, the President of World
Health Edmonton, and the President of Fresh Fit Foods. Hardy identifies that the fitness industry has, and continues to grow exponentially
and states that “it is not a fitness industry, [but] a finance industry”. He presents a comprehensive guide focused on increasing the value of a
fitness businesses.
Business Valuation Principles
Worth
There are two components to the idea of worth in the fitness business: the market value of a company’s assets and the company’s overall
earnings, or the earnings before interest, taxes, depreciation and amortization (EBITDA).
An appraisal of a company’s EBITDA ultimately provides a buyer visibility regarding the rate of return on their investment. Real estate value
is a factor of a business but is separate from the value of the business as a whole.
Factors Affecting Earnings Multiples
Industry Trends
The industry has begun to attract investors working to take fitness clubs public again.
Private equity in the industry is becoming prevalent. Buyers are primarily looking for good cash flow investments. The trends prevalent in the
fitness business industry have a high impact on a company’s EBITDA multiples.
Industry trends have shown the fitness industry is financially predictable. This predictability affords banks a level of confidence when lending
to buyers.
Economy
Economic considerations such as the unemployment rate greatly affect how buyers value fitness businesses. High unemployment rates
change the industry’s landscape as consumer confidence levels fall, and business begins to suffer a lack of clientele.
Location
The location of a business will affect EBITDA multiples. EBITDA multiples for a fitness club in New York City will generally be higher than for
a fitness club in Oklahoma.

15. 13
Leverage and Financing
Fitness clubs require cash flow lending which creates a reluctance in lending for banks. Traditionally, for smaller clubs, cash flow loans will
provide roughly one or two times the club’s EBITDA for financing. There are instances where banks will finance up to four times a club’s EBITDA.
Being primarily asset lenders, banks often do not understand the value of the recurring cash flow of a fitness business. David Hardy suggests
utilizing the publications of the International Racquet, Health and Sportsclub Association (IRHSA) to educate lenders and investors about
the value of fitness businesses.
Synergistic Buyers for Maximum Compensation
Sellers should look for synergistic buyers to enhance compensation for a business.
Strategic buyers affect earnings multiples. These are groups who may find higher value in a business by taking full advantage of cost or
operations synergies.
IHRSA 2015 Education Summaries Management and Operations // Business Valuation for Fitness Clubs

16. 14 IHRSA 2015 Education Summaries Management and Operations // Business Valuation for Fitness Clubs
Determining Adjusted EBITDA Industry Standards
Current industry standards for earnings multiples range from four times to seven times EBITDA.
These factors can be misleading, especially for low ­margin businesses. This calculation fails to take capital expenditures such as business
equipment and equipment upgrades, into account. Also, when considering a company’s EBITDA, club ­level EBITDA is separate from overall
EBITDA. There have been anomalies where earnings multiples have increased to twelve or thirteen times EBITDA, but these cases often
include ancillary costs, such as real estate.
When acquiring a fitness club or a chain of fitness business, buyers do not usually look at the EBITDA multiples of the business as a valuation
starting point. Instead, they tend to place value on the company’s net earnings in addition to the overall amount of capital investment that
the business will require. A company’s EBITDA might be considered in the final stages of acquisition. The important consideration for buyers
is the leverage available from the banks, which ultimately dictates their rate of their return.
Ten Ways to Increase Business Value
Dues vs Paid-­in-­full Members
The number of “dues members” or month­-to-­month members vastly increase value in a fitness business. Unlike members who pay up front
and in full, dues members tend to have a longer lifetime value, and in turn have a high impact on a company’s EBITDA multiples. Buyers are
more likely to pay more for customers who have longer commitment terms.
Additional Profit Centers
Ancillary profit centers are becoming increasingly more important within the fitness industry. Personal training provides up to 30 percent
of gross revenue. Juice bars, nutrition programs and group training are additional profit centers which can increase business value by a
considerable amount.
Branding
Branding contributes immensely to the value of a business. EBITDA multiples have been shown to be higher for companies that have a strong
brand. A strong brand encapsulates the goodwill of the business, which carries considerable weight for buyers.
Well­Maintained Leases
Buyers tend to look for consistent and predictable cash flows in the businesses they acquire. Longer leases offer buyers security and
predictability which translate to a higher multiple for a company.

17. 15IHRSA 2015 Education Summaries Management and Operations // Business Valuation for Fitness Clubs
Technology and Systems
A buyer is likely to pay more for a business that is well-­run. Technology and business systems can have the effect of lowering labor costs
and raising profit margins. This ultimately raises the company’s EBITDA and value. One dollar saved through a good technology system will
yield five dollars in the sales price of a company, which translates to five times the EBITDA value.
Successive Management
A predictable cash flow is one of the most important elements buyer looks for in a potential business. Businesses that have well ­trained
management provide more predictability and offer increased value to buyers. A strong management is essential to generate the consistency
that buyers seek.
Documentation
A well organized and documented business offers potential buyers comfort. The more comfortable a buyer feels, the more likely it is that
the potential buyer will pay a higher price for the business. David Hardy suggests engaging a broker to appraise the business documentation
and to advise on any steps that can be taken to better organize and secure the business. It is good practice to document all process and
policies in a business.
Equipment and Maintenance
In the fitness industry, a large amount of a business’ cash flow is generated solely by the club’s fitness equipment. Well­maintained facilities
and equipment increase business value by a considerable amount. A buyer will be more inclined to pay more for a club with equipment and
facilities in a good state of repair. Deficiencies in maintenance of equipment are usually deducted from the purchase price.
Companies are now using technology to track and monitor their club maintenance systems. Maintenance Connection is a program that
allows fitness club owners, as well as potential buyers, to view the state of the club’s equipment at any time, which in turn provides buyers
with a degree of security.
Best Practices
Learn best business practices from other non­competitive clubs, fitness publications, and industry roundtables. A better run business is
worth more to potential buyers.
Networking
Networking increases a business value. Attending industry events and conventions, volunteering within the industry and building
relationships with peers play a role in increasing the value of a business.
Focus your marketing efforts. Each day do your best. Desire and expect success.

18. 16 IHRSA 2015 Education Summaries Management and Operations // Building a Breakthrough Business
Building a Breakthrough Business
About the Speaker
Rick Stollmeyer is the co-founder and CEO of MindBody. The company has six offices across four continents. MindBody is the leading online
marketplace for wellness services.
Connecting the Dots
The boutique fitness industry has grown and is an inspiring and breakthrough business. Before you can create a truly successful
breakthrough company, you must know who you are as a business. Define what you stand for and what it is your business is about. If you do
no know who you are, neither will your clients.
The most impactful leaders connect with clients. Be proactive. By anticipating your clients’ needs you will be able to create an outstanding
customer experience while creating a truly breakthrough brand and business.
You are writing your own story. Your business is your responsibility. A good strategy for building an innovative business begins with the end
in mind. Trace this concept to the beginning by articulating and documenting each step required to arrive at your chosen final destination
and the ultimate vision you have for your business.
Practice conscious leadership by demonstrating competence, character and compassion. Let you actions demonstrate your commitment
and competence. Be consistent with your efforts. Consistency builds a loyal customer base. Invest time and energy required to understand
the dynamics of your particular community and market. You are the catalyst and the one that must make things happen and the leader that
can get things done.
Understand what Makes a Breakthrough Business
Your revenue, profits and your market are important business elements. Study your demographics and offer services that are
priced appropriately.

19. 17IHRSA 2015 Education Summaries Management and Operations // Creating a Culture of Passion and Triumph
Creating a Culture of Passion and Triumph
About the Speaker
Tracy Stepp is the Human Resources Director at the Claremont Club in Los Angeles.
What Makes a Club Different?
Everyone wants to make a difference in their club and the world. Passion is a driver within the health and fitness industry. A stand-out
fitness club requires visionary leadership, the right staff, a culture of understanding and excellence and powerful programming. One or two
of these attributes will create a great club. A club with all these attributes will be outstanding.
Leadership
A leader should provide and demand excellent service, challenge people to be their best, build trust and earn loyalty, be a mentor and
be approachable. A good leader creates and maintains relationships with all the people they work and interact with on a daily basis. A
visionary leader recognizes the importance people and takes care of them.
People
People are your greatest asset. The right people in the right positions make your club outstanding. Value more than skills. Promoting
internally gives your staff a sense of pride and appreciation and can result in staff retention. Recognize exceptional staff performance.
Grow staff talents. This impacts the culture of your organization in a positive way. If your staff feels appreciated, recognized and engaged,
they will be passionate about your facility, more productive, and stay with you longer.
You should have clearly defined values that permeate your company.
Cultivate a culture of respect, support, excellence, commitment and friendliness...
Provide positive feedback to your team.

20. 18
Culture
Clearly defined values create a culture of respect, support, excellence, commitment and friendliness. Demonstrate respect at all levels.
Approach both problems and opportunities in a constructive ways. Do not tolerate negativity, instead encourage a culture of fun and positivity.
Celebrate your staff and culture with employee events, holiday parties, and community outreach. Engagement creates relationships which
lead to retention.
Provide positive feedback to your team. Positive feedback increases creativity and loyalty producing positive energy. With community
outreach you are serving the need of the less fortunate, saving lives and giving employees purpose and fulfillment.
Powerful Programs
Regular support groups for illnesses such as cancer and Alzheimer’s creates a strong sense of purpose. Provide a space to meet and open it
to your members and community. Offer summer camps scholarships to financially disadvantaged children or develop pediatric and young
adult cancer wellness programs.
Work on community fund raising. Meaningful work improves staff morale and creates happier workers which means reduced turnover,
increased productivity, reduced burnout, less litigation and greater profitability.
IHRSA 2015 Education Summaries Management and Operations // Creating a Culture of Passion and Triumph

21. IHRSA 2015 Education Summaries
Precor Creed
The Precor Creed is an expression of the Precor employee culture.
I desire a life without limits.
I believe fitness is key to living the life I desire.
I believe in the power of the human spirit.
I believe the human body is an amazing thing.
I believe tomorrow will be even better because of my actions today.
I believe in the importance of doing things right versus first.
I believe in mutual respect and the overwhelming returns of sharing.
I am the heart and soul of Precor.

22. Precor is a brand of Amer Sports Corporation.
For more information please see www.amersports.com
© 2016 Precor Incorporated. The information contained within this brochure is correct at the time of printing.
Precor reserves the right to make any changes without prior notice. 18. March 2016, 2:00 PM.
Get more IHRSA 2015 Education Session Summaries information:
precor.com