IHRSA Las Vegas Club Standards Increase Bottom Line and New markets
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Transcript of IHRSA Las Vegas Club Standards Increase Bottom Line and New markets
Club standards to increase
retention and attract new
members and markets
Kilian Fisher, Marketing Director MomentumBD
Ltd, IHRSA Europe Council, IHRSA
representative to BIAC & OECD
Catherine Carty, Project Manager, UNESCO
Chair in Inclusive PE, Sport, Recreation and
Fitness ITTralee, Co Kerry Ireland.
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…..”
“A standard might simply be defined as a
set of rules for ensuring quality” ETSI
National/ Federal
• Top down
• regulation
• legislation
Sectoral
• Bottom Up
• Best practice
• Industry driven
Club • Business Objectives
• CSR
Where is your thinking?
Clone
Lone
Fact: Club standards attract new
members
Where's the evidence
Inverse analysis
Positive PR, Marketing, Safeguard
Process not product/service driven
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
Fact: Club standards increase
retention
Gym member touch points
What is the evidence? Evidence….
How to use standards to increase retention & reduce
costs
Unify Differentiate
Assure Direct
Club
Standards
International Quality Standards
Fitness Equipment
Aquatics Equipment
Pool Operations
Design Standards
Training Standards KCSFs
Difference between awards and standards
Global Club Standards
USA- MFA, ACSM, NSF
Switzerland- Qualitop
Germany- DIN
Ireland- ILAM White Flag, Excellence Ireland
UK- Quest, FIA Code
New Zealand- Fitness NZ
Australia- Fitness Australia
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
REGISTER OF EXERCISE PROFESSIONALS
International
benchmarking
UK, Australia, New
Zealand, Europe,
Ireland, South Africa
& …..
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
Why an ANSI Standard?
1. ANSI process helps ensure the development of a
single American National Standard For Fitness Club
Operation
2. Use of an accredited, audited process enhances
credibility
3. ANSI requirements ensures the involvement of all
stakeholders
NSF International
The Public Health and Safety Company
Health/Fitness Facilities Standards
Live Safer™
Current Draft
Health/Fitness Facilities Standards
Available at:
www.standards.nsf.org
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
Club Standards Importance
Show 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
How to attract new markets
Benefits to Clubs
Medical- GP Exercise Referral – UK & Ireland
Credibility
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
UNESCO Chair in ITTralee
Transforming the Lives of People with Disabilities through Physical Education,
Sport, Fitness and Recreation.
Catherine Carty UNESCO CHAIR Project Manager 2013
22
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, forged by two world wars in less than a generation, that political and economic agreements are not enough to build a lasting peace. Peace must be established on the basis of humanity’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 Manager 2013
23
UNESCO Today We must create holistic policies that are capable of addressing the social,
environmental and economic dimensions of sustainable development. This new thinking on sustainable 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 Manager 2013
24
- “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).
Functions of UNESCO Chairs and UNITWIN Networks
Catherine Carty UNESCO CHAIR Project Manager 2013
25
• “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 disability's encounter many barriers which restrict their participation in life
Catherine Carty UNESCO CHAIR Project Manager 2013
26
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%
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 Catherine Carty UNESCO CHAIR Project
Manager 2013
Biopsychosocial Model
• WHO: The interaction of the individual with the physical and social environment
30 Catherine Carty UNESCO CHAIR Project
Manager 2013
International Classification of Function
31
http://www.rehab-scales.org/international-classification-of-functioning-disability-and-health.html
Catherine Carty UNESCO CHAIR Project Manager 2013
We must adapt
• What could you do in your club?
• 7 P Development policy
– Philosophy
– Processes
– Policy
– People
– Places
– Programmes
– Promotion
33
Catherine Carty UNESCO CHAIR Project Manager 2013
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What can the fitness sector do to respond? How can we be a real force?
Catherine Carty UNESCO CHAIR Project Manager 2013
35
Mainstream Inclusion Standards
• 5 reasons to target the disability market
1. Size of the market
2. Ageing Population
3. Market leader
4. Positive attitude
5. Customer Loyalty
+ They want to be included
Drivers of Club Standards • Who are the key players?
• Why?
• Have some stakeholders not got a voice?
• Why?
APA Sector Fitness
Industry
Operations
Equipment
Design
• People • Business
• Design • Operation • Maintenance
• Universal Design • Sustainable
39
Catherine Carty IHRSA Las Vegas 2013
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
Catherine Carty UNESCO CHAIR Project Manager 2013
41
How to attract new markets
Exercise is Medicine
Health Insurance: Premiums and Benefits eg
Switzerland
Consumers /Media/ Government: Credibility,
Assurance, Avoid Punitive legislation
How to use standards to
increase retention
It costs 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
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
How to use standards to reduce
costs
People
Buildings
Energy
Programmes
Training
Marketing
Selling
Open Forum
QUESTIONS AND DISCUSSION
Contacts
www.momentumbd.co.uk
T (UK Office) +442079172780
M +353894322125