1. `

3. The Problem?
 Low Retention
 Poor Customer/Member satisfaction
 Gyms/Leisure/Sports facilities frightening
 Not keeping up with Technology- digital
marketing, social media, cloud based
technology
 Not adapting to changing demographics
 Budget Gyms

4. The problem = not
attracting/retaining the 88%
not using gyms/leisure facilities
& not attracting/retaining the
15% of the population with
disabilities

5.  Attract and retain that 88% of the Market
not using your Fitness/Sports/Leisure
Facilities by innovating with the latest
technologies and programmes

6. Building Communities to attract and
retain more customers
 Global Perspective
 Local Community
 Your Customers/ Members
 Your Staff
 Industry Community
 The Health/fitness Club/ Sports /Leisure
as the New Church= the Community Hub

10. Ashley Mc Kinley Commercial Director of Nichem Pools & Leisure has a
unique philosophy in dealing with his customers versus the modern day
technology approach of Social media and emails
"You can only get what a customer really needs by getting in front of
them, even if its a complaint, have the guts to go out and meet with
them and if necessary work day and night to get it right"
Ashley regularly travels all over Ireland to meet customers from different
backgrounds including having to build a swimming pool for greyhounds
and more recently to introduce the WOW factor offered by using
stretched ceilings in Leisure complex

14. Digital Marketing
Kilian Fisher
Marketing Director,
MomentumBD Ltd
IHRSA EU Council, BIAC Health
Task Force, EOSE Expert, Former
IHRSA (Global) Board Director and
ILAM CEO

15. INNOVATE OR DIE
 Learn from History: Marketing & Training
are Critical Success factors especially in
recession , companies that don't invest
die!

16.  Solutions to attract the 88% not using
gyms/leisure facilities, increase
membership and improve secondary
spend
 Focus on Innovation
 Learn from History: Marketing & Training
are Critical Success factors especially in
recession

17. FUN

18. U.K.
Britain is the biggest online shopping nation
in the developed world, with almost two-
thirds of adults using the internet to buy
goods or services.

19. UK ONLINE
 Figures from the Organisation for Economic Co-operation
and Development (OECD) show that six out of ten British
adults use the internet to buy products such as food,
clothing, music or holidays.
 This is twice the average of the OECD’s 34 member
states, which include the US, Germany, Australia and
France.
 Britons spent £68.2 billion on the internet last year, an
increase of almost £10 billion on 2010, according to
IMRG, a body which represents the UK’s online retailers.
This is equivalent to £2,180 for every adult in the country.

20. Is the Fitness Sector ready?
 Have we the technology to embrace the
new world?
 Have we the skills, knowledge &
competencies
 Can we achieve our goals without
change?
 What are these goals?
 Profit, Social Objectives, Health Agenda,

21. Marketing Strategy
 Segmentation
 Segmentation
 Segmentation

22. Marketing Strategy
 Digital Marketing Strategy
 Social Media Strategy
 Tools/Platforms
 Resources
 Innovative Programmes
 Training

24. Key Trends for 2013
 1. Faster Mobile Connections
 2. Remarketing
 3. Video
 4. Content Marketing

25. Video – easier than you think

28. Disruptive Technologies
 Disruptive technologies with
Erik Brynjolfsson
Technologies to watch
 Big Data- Data Capture,CRM,
Marketing Automation……
 Robotics- PWD, DIY fitness
 A.I.- no more PT’s?

29. Customer Profiling
 Market Segmentation
 Do we really understand our segments
 Catchment areas
 Profiling
 Facebook
 LinkedIn
 Data Capture

30. CRM
 Lead Generation
 Web to lead/ Facebook to lead
 Sales process
 Tracking
 Tasks/calendar
 Retention> Engagement > instructors
 Building relationships/communities

31.  What the hell is social media?

33. Social Media
 Facebook
 Twitter
 Linkedin
 Hootsuite
 YouTube- 2nd Biggest search engine
 Building OUR Communities

36. The 1% rule states that the number of
people who create content on the Internet
represents approximately 1% (or less) of
the people actually viewing that content.
For example, for every person who posts
on a forum, generally about 99 other
people are viewing that forum but not
posting. McConnell, Ben; Huba, Jackie (May 3, 2006). "The 1% Rule: Charting citizen participation". Church of the Customer Blog. Archived
from the original on 11 May 2010. Retrieved 2010-07-10.

38. Social Media
B2C Building YOUR Community
 Facebook
 Twitter
 Linkedin- NO? Corporates
 YouTube- 2nd Biggest search engine
 Hootsuite

39. Facebook
 Is it it dead?
 Are you using facebook
effectively?
 Consumer profiling and targeting
 Lead generation/ Data capture
 Book online

40. Email/SMS Marketing
 Email & SMS Marketing
 Split testing
 Marketing automation
 Campaign design
 Tracking and Stats
 Learning and Applying the lessons learned

41. Book Online
 Online, 24x7.
 Ability to book from home
 Lead generation eg soul cycle
(www.indoorgroupccycling.com)
 Classes – aerobics, zumba, group cycling etc
 Programmes/Courses- trimbelly, RMC, Swimming, Sports
etc
 Customers can see classes & availability in real time
 picture galleries, videos, instructors bio...
 send confirmation emails and SMS reminders
 offer courses, group classes and personal training

43. FACEBOOK
 Business Page
 Likes/Comments/Sharing
 Engagement
 Data capture widget
 Bookings widget
 Accept online bookings directly from within your
Facebook page, easy for your social networking
friends and fans to book straight away
 offer simplified 'Sign in with Facebook' button.
No more passwords to remember.

44. FACEBOOK
 Facebook advertising>
 Data Capture >> Email Marketing >>
 Marketing Automation
 Remarketing

45. GOOGLE ADWORDS
 Google major Change 22nd July
 Mobile World > smart phones > tablets
 Adwords
 Choosing
 A/B Testing
 Data capture
 Remarketing

46. WEB
 SEO- Google algorithms
 Data Capture
 Landing pages
 Remarketing
 Online Booking
 Email Marketing to Marketing automation
 Social Media
 World of Mouth

55. Building Communities to attract and
retain more customers
 We Have the Solutions:
 Social Media
 CRM & Marketing Automation
 Online booking, membership, promotions, social etc
 Your Staff..Training, Structures, Processes, systems
 Industry CPD keeping up
 The Health/fitness Club/ Sports /Leisure as the New
Church= the Community Hub

56. ACTIONS
Learning/Take Aways great BUT useless without
Implementation
 Join FREE Business Innovation Network for
Health & Fitness, Sports, Leisure on LinkedIn
 Ask for FREE demos of any of the Digital
Platforms
 FREE no risk Income share Trial of TrimBelly

57. Ashley Mc Kinley Commercial Director of Nichem Pools & Leisure has a
unique philosophy in dealing with his customers versus the modern day
technology approach of Social media and emails
"You can only get what a customer really needs by getting in front of
them, even if its a complaint, have the guts to go out and meet with
them and if necessary work day and night to get it right"
Ashley regularly travels all over Ireland to meet customers from different
backgrounds including having to build a swimming pool for greyhounds
and more recently to introduce the WOW factor offered by using
stretched ceilings in Leisure complex

59. Kilian Fisher & Catherine Carty speaking
IHRSA European Congress 17th to 20th
October
Madrid, Spain

60. Catherine Carty
 UNESCO Chair Project Manager
 Former ILAM Board Director &
REPS Ireland Chair
 Speaker at IHRSA Global
Convention Las Vegas March 13
& European Ccongress Oct 13

61. David Minton
 The Information Guru
 Fellow IHRSA Europe Council
Member
 Growth Company
 Rio adventures
 Splashpath HUGE news

62. Duncan Green
 The Master of Sales & Retention
Guru
 Sought after Speaker for last 20
Years
 Bodylife and YMCA June 13
 Harpers, Pulse, Momentum
 Generated millions for Clubs

63. Open Forum
 QUESTIONS AND DISCUSSION
 What are the Key Concerns in your
business?
 Have you got the resources- human,
technological, money, in house or
outsourced capabilities

64. ACTIONS
Learning/Take Aways great BUT useless without
Implementation
 Join FREE Business Innovation Network for
Health & Fitness, Sports, Leisure on LinkedIn
 Ask for FREE demos of any of the Digital
Platforms
 FREE no risk Income share Trial of TrimBelly