Taking It To The Next Level
Squash Ontario
Annual General Meeting
Saturday June 14, 2014
Presented by:
John Frittenburg
Th...
General Physical Activity Environment
• Activity recognized as a
positive health factor
• Clear link between fitness or
sp...
Consider Societal and Leisure Trends
• Aging population
• Lack of free time
• Move toward unstructured
activities
• Divers...
Where the Industry is Going
• Self scheduled programs
• Focus on individual or small group activities
• Self directed lear...
Thoughts from Milner re: 50+ Market
CEO - International Council of Active Aging
• Functional solutions to stave off physic...
A combination of US and Canadian IHRSA Data
A Decade of Steady Member Growth
1999 2000 2001 2002 2003 2004 2005 2006
But Now - More Turbulent Times
2007 2008 2009 2010 2011 2012
-3%
10%
0%
11%
2%
-3%
People have Choices and Sectoral
Lines are Blurred
0%
5%
10%
15%
20%
25%
30%
35%
Multi-Purpose Fitness Only YMCA Munic/N-F...
Year Over Year Club Usage is Fluid
2007 2008 2009 2010 2011 2012
90
101 102 98
104 99
Average Attendance - Days per Year
More than 4 of 10 Members are Core
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
2007 2008 2009 2010 2011 2012
39% 45% 42% 44%...
Longer Term Members = More Club Use
0
20
40
60
80
100
120
140
2011 2012
70
79
108
104
140
115
137
123
104
99
Average Atten...
Motivation to Join a Club
0% 10% 20% 30% 40% 50% 60%
Get/stay healthy
Overall well being
Convenient location
Equipment var...
Motivation to Leave a Club
0% 5% 10% 15% 20% 25% 30% 35% 40%
Too expensive
Not using facility
Free alternative
Not conveni...
Data from the Canadian Health Club Report
Club Membership Levels 2011 - 2012
All Fitness Only Multi-purpose Multi-club Independent
-1.3%
-2.2%
0.8%
-2.5% -1.8%
Retention Rates - 2011 to 2012
All Fitness Only Multi-purpose Multi-club Independent
71.6%
65.6%
73.6% 74.3%
70.0%
Source of Revenue - 2012
Dues
68%
Personal
Training
10%
Other
22%
Cost Structure – as % of Revenue
Payroll
45%
Other
35%
Net Income
20%
Payroll as % of Revenue
All Fitness Only Multi-purpose Multi-club Independent
45% 35% 48% 44% 46%
• Differentiating your value proposition;
• Serving internal customers; and
• Appealing to external customers
What Makes You Different
• Remember why people join and stay
• Affirm your niche
 family friendly, adults, older audience...
What’s Your
Growth Strategy
Increase market penetration –
attract a larger proportion of
current participants
Market expan...
Internal and External Customers
• Internal – existing members and staff
 focus on meeting members’ expectations
 make st...
It’s All About
RETENTION
Top quality customer
service is now a must
Consistency is expected
Strive to delight –
preplan sm...
Questions or what ever else is important to you!!!
It’s been a pleasure
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Squash Ontario AGM - Taking it to the next level

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Squash Ontario AGM - Taking it to the next level

  1. 1. Taking It To The Next Level Squash Ontario Annual General Meeting Saturday June 14, 2014 Presented by: John Frittenburg The JF Group
  2. 2. General Physical Activity Environment • Activity recognized as a positive health factor • Clear link between fitness or sport activity and weight management • There is now a defined health care cost reduction linked to an active population • A healthy lifestyle is admirable – even “cool”
  3. 3. Consider Societal and Leisure Trends • Aging population • Lack of free time • Move toward unstructured activities • Diversity – ethnic, multi- generational, etc. • Competing priorities for disposable income
  4. 4. Where the Industry is Going • Self scheduled programs • Focus on individual or small group activities • Self directed learning • Holistic wellness into fitness programs • Home or outdoor focus • Be environmentally friendly • Offer a quality experience every time • Must provide valued benefits
  5. 5. Thoughts from Milner re: 50+ Market CEO - International Council of Active Aging • Functional solutions to stave off physical deterioration • Health and lifestyle coaching • Medical and alternative therapies • Outreach – take your services to them • Fall prevention • Engagement and fun – not sweat and burn
  6. 6. A combination of US and Canadian IHRSA Data
  7. 7. A Decade of Steady Member Growth 1999 2000 2001 2002 2003 2004 2005 2006
  8. 8. But Now - More Turbulent Times 2007 2008 2009 2010 2011 2012 -3% 10% 0% 11% 2% -3%
  9. 9. People have Choices and Sectoral Lines are Blurred 0% 5% 10% 15% 20% 25% 30% 35% Multi-Purpose Fitness Only YMCA Munic/N-F-P Corporate 25% 32% 22% 29% 7% Market Share by Sector 2012
  10. 10. Year Over Year Club Usage is Fluid 2007 2008 2009 2010 2011 2012 90 101 102 98 104 99 Average Attendance - Days per Year
  11. 11. More than 4 of 10 Members are Core 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 2007 2008 2009 2010 2011 2012 39% 45% 42% 44% 47% 44% Core Members (100+ Days per Year)
  12. 12. Longer Term Members = More Club Use 0 20 40 60 80 100 120 140 2011 2012 70 79 108 104 140 115 137 123 104 99 Average Attendance - Days per Year 1 Yr 2 - 5 Yrs 6 - 9 Yrs 10 Yrs Average
  13. 13. Motivation to Join a Club 0% 10% 20% 30% 40% 50% 60% Get/stay healthy Overall well being Convenient location Equipment variety Reach fitness goals Fun environment Exercise classes Financial obligation Friends Access fitness prof. Socialize 57% 57% 53% 47% 40% 30% 20% 19% 18% 16% 12% Why People Join and Stay
  14. 14. Motivation to Leave a Club 0% 5% 10% 15% 20% 25% 30% 35% 40% Too expensive Not using facility Free alternative Not convenient Too crowded Felt out of place Injury Interests changed Job loss Goals changed No instruction Too intimidating No friends at facility Met goals 37% 33% 23% 17% 12% 10% 8% 8% 7% 5% 5% 4% 4% 3% Why People Quit
  15. 15. Data from the Canadian Health Club Report
  16. 16. Club Membership Levels 2011 - 2012 All Fitness Only Multi-purpose Multi-club Independent -1.3% -2.2% 0.8% -2.5% -1.8%
  17. 17. Retention Rates - 2011 to 2012 All Fitness Only Multi-purpose Multi-club Independent 71.6% 65.6% 73.6% 74.3% 70.0%
  18. 18. Source of Revenue - 2012 Dues 68% Personal Training 10% Other 22%
  19. 19. Cost Structure – as % of Revenue Payroll 45% Other 35% Net Income 20%
  20. 20. Payroll as % of Revenue All Fitness Only Multi-purpose Multi-club Independent 45% 35% 48% 44% 46%
  21. 21. • Differentiating your value proposition; • Serving internal customers; and • Appealing to external customers
  22. 22. What Makes You Different • Remember why people join and stay • Affirm your niche  family friendly, adults, older audience  junior programming and instruction  competitive, social  multi-faceted facility and programs • Focus on being the best in your “club class”
  23. 23. What’s Your Growth Strategy Increase market penetration – attract a larger proportion of current participants Market expansion – cultivate new participants (non-players or the inactive market) Product expansion – create new products or services (new program types) Diversification – develop different delivery mechanisms (outreach for example)
  24. 24. Internal and External Customers • Internal – existing members and staff  focus on meeting members’ expectations  make staff part of the solution  create a sense of community • External – non members and potential partners  marketing vs. advertising  become part of the community  become the go-to place for your specialty
  25. 25. It’s All About RETENTION Top quality customer service is now a must Consistency is expected Strive to delight – preplan small surprises Always deliver what you promise
  26. 26. Questions or what ever else is important to you!!!
  27. 27. It’s been a pleasure

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