Increasing Importance of Social Marketing for Fitness

In my last post I shared the science behind "social fitness," and how creating social environments in your facility will help retain members.  But what about bringing in new members, specifically those of Generation Y?  These are young people born between 1980 and 1999, and they outnumber both the Baby Boomers and Generation X.  According to an article in Athletic Business, the Sporting Good's Manufacturers Association "Sports and Fitness Participation Topline Report" shows that social networking is impacting sports participation patterns in the US.  "The most popular Generation Y category is fitness sports; 51.3 million are engaged in some type of fitness-oriented pursuit, and as a result of their strong social attitudes, they gravitate toward group exercise."

Check out this PSA created to help encourage college students to exercise:

The influence of friends, whether in person or via Facebook, Twitter or other social applications, has attributed to the growth of both team sports and group exercise classes in the last few years. 

Here's a great personal example - my niece, Taylor.  Taylor is 13, and has been talking with me about ways to exercise and keep fit now that she has left her competitive gymnastics team.  Last week, I told her about Lifestyle Family Fitness and their free teen memberships, given every summer to teens that want to remain active while not in school.  Her first question was, "How many of my friends can come with me, and can we take classes together?  We don't know how to use all that equipment..."  One group text from Taylor was all it took - I am chaperoning a group of she and five of her friends to our closest LFF this week to sign them up for their free memberships.  Geoff Dyer and his team at LFF recognize the need to market to Generation Y, knowing that, if they get started with exercise at a young age, they will be more likely to continue, and probably at their nearest Lifestyle facility. 

What is your facility doing to market to Generation Y?  Are you providing a social fitness environment, and are you getting the word out via social media channels?  I'd love to hear your thoughts, and your questions.

Are We Afraid of Change?

Last week, when I wrote about Pat Lencioni's presentation at IHRSA, I mentioned that I would soon write about Dan Pink's presentation as well.  In Dan's book Drive, he presents study results that go against traditional beliefs on how people are motivated.  I wanted write about the reactions of fitness industry colleagues to his presentation, and whether or not they thought our industry could shift from our carrot-and-stick model of "motivation."

The morning after the presentation, I talked with colleague Ervin Zubic from Lifestyle Family Fitness.  As a VP in that organization, Ervin has been involved in many decision about how to best compensate, incentivize and motivate staff in their 50+ clubs.  His view?  Until one brave fitness organization makes the shift away from the current business model, none will be willing to change - they will see it as too risky. 

What about other reactions?  I have reached out to my network of fitness professionals - from CEO's of corporations to single owners, managers and fitness instructors.  I've not found anyone else who has offered their view on how they think our model can change.  Why is that?

Take a look at Dan's explanation and scientific evidence about the human motivation:

Yes, we motivate sales people based on the number of sales that they close, and personal trainers for the number of people that they train...and they are constantly wearing blinders that keep them driving towards that number, with no regard for doing it the best way for the business.  No wonder our industry has such a bad reputation for customer service - our teams are motivated the wrong way and for the wrong outcomes.  What if we removed that need for tunnel vision, and empowered our teams to take care of customers?  I believe we would see a revolution in our industry.

What do you think?  Is there a need for change in the fitness industry around motivators?  If not, then why not?  If so, are you brave enough?  Please contact me, Kelli Hatton, and let me know your thoughts.

Losing LaLanne

The news of Jack LaLanne's passing this week spread quickly throughout our industry.  As the "Godfather of Fitness," he paved the way for those of us with careers in fitness.

While reading some of our industry leaders' responses to Jack's death, I read the following written by my friend Geoff Dyer, founder of Lifestyle Family Fitness: 

“I invited Jack to come here three years ago on behalf of Humana, Healthways/Silver Sneakers and Lifestyle Family Fitness. We shared the expense equally! We paid him approximately $22,000 for him and Elaine to come here for two days. He was 92 years old at that time. We started each day at 6 a.m. Each day we met with at least three radio stations and two newspapers and a couple of TV interviews…at least a dozen interviews in two days. The media loved him!!! The members waited 60 deep in three clubs to meet him, shake his hand and get his autograph. His famous line to the media was, ‘I thank you from the bottom of my bottom,’ and, “I am not ready to die; it would be bad for my image.’ We became good friends from that visit. He will be missed.” 

Having the opportunity to meet Jack and Elaine during their visit to Lifestyle Family Fitness was an experience I will never forget.  His energy and desire to share his passion for health and fitness reminded me why I became a part of this industry....and why I remain.