Closing keynote by Nick Bradley, CEO Premier Global at the CIMSPA 2017 conference.

1. Measuring the
impact of investing
in quality
A mission statement to help reinvent how
we look at training and development.

2. 2
YouTube link to Jerry McGuire clip:
https://www.youtube.com/watch?v=6ZZI6-zh0GM&feature=youtu.be

3. 3
This is my
mission
statement.
TOM CRUISE

4. Not Tom Cruise.
Name: Nick Bradley
Occupation: CEO, Premier Global
Career: PT turned Men’s Health journalist; media and
digital content disruption; last decade or so, using
technology to build blended learning programmes
Contact: @nickcbradley

5. Global leader in Education Technology
We are a leading provider of
educational content,
software & analytics that
enables institutions, students
and employers to succeed in
healthcare, fitness &
wellness, and other high-
growth, licensure-driven
professions

6. Ascend Learning – Global Fitness & Wellness Portfolio

7. But my point is…
Has our sector reached a
Jerry Maguire moment?

8. 8
With 1 in 7 in the UK a
member of a gym, the market
is worth an est. £4.4bn.
The world of fitness is dynamic, energetic, innovative and expanding
2016 State of the UK Fitness Industry Report, LDBC

9. 2010
136,000
people
working in
fitness
2016
170,000
people
working in
fitness25% growth
in 5 years
Likewise, the UK fitness industry profession is growing
2016 State of the UK Fitness Industry Report, LDBC

10. However, for those wanting a career … it’s become a sink or swim industry
1. Close to half of those
embarking on a career in health
and fitness in the UK leave the
industry within five years
70%
join because they
have a passion for
fitness
45%
might leave
because of
unexpected low pay
31%
might leave
because of lack of
clients
12%
might leave
because of poor
training &
development
UKCES Skills Survey 2015 & ONS data

11. 2. Professional standards are falling –
people are entering the industry not
ready to train and help others, or to
create tangible value for employers
• “Cowboys” offering less rigorous, fast-track courses
• Transition in regulation standards
• Circa 62% of all people entering the industry do so as self-employed
• Many employers are not consistent with their recruitment, employing the less qualified
• Re-certification is not common place … as yet
However, for those wanting a career … it’s become a sink or swim industry
‘Working in Fitness’ Report, 2015

12. Quantity is not a category issue, but there is a dire absence of quality
With more and more
people becoming
personal trainers, how
do you really define the
good from the great?

13. Building high-calibre fitness
professionals is not about
fast-tracking them through
a course or qualification…

14. It’s about developing
sustainable careers that, over
time, increase capability,
confidence, and ultimately,
personal and economic value

15. 15
It’s time to look at
things differently…
How?

16. 16
• Clearly defined learning pathways
• Greater focus on the learning experience
• Rigorous assessment, graduates are ‘job ready’
• Pedagogy underpinned by science, data and analytics – enabled by technology
• A focus on performance outcomes; capability and competence mapped to clear
business priorities
• A continuous, collaborative and engaging journey
Best practice from global corporates?

17. First, let’s define what we
mean by quality and align
with learning best practice …
‘the standard of
something as
measured against
other things of a
similar kind;
the degree of
excellence of
something’
SOURCE: OxfordDictionaries.com

18. The standard as set by the industry, governed by CIMSPA, crafted by AO’s
• Role and scope
• Essential knowledge, skills and behaviours
• Minimum deployment standards
Employer Advisory Boards
(i.e. commercial gyms, local
authority leisure centres,
boutique specialists, others)
LEARNING
OUTCOMES
ASSESSMENT
PRACTICE
DELIVERY
GUIDANCE
Metrics driven! Robust & rigorous! Not just GLH!

19. Measurement should be focused on defined learning outcomes and value creation
SOURCE:
The ROI
Institute

20. Degree of excellence created by innovative teaching, learning & assessment design
From:
Traditional ‘knowledge
transfer’ by didactic
means = broadcasting
content to learners and
expecting them to
make what they will of
the material
To:
• Unbundled
• Flexible
• Modular
• Bespoke/adaptive
• On Demand/24-7
• Social
• Mobile
• Personal
• Bitesize
• Blended with
technology
Information
Knowledge and skills
Application and
transformation
The learning experience

21. Degree of excellence created by innovative teaching, learning & assessment design
From:
Traditional ‘knowledge
transfer’ by didactic
means = broadcasting
content to learners and
expecting them to
make what they will of
the material
To:
• Unbundled
• Flexible
• Modular
• Bespoke/adaptive
• On Demand/24-7
• Social
• Mobile
• Personal
• Bitesize
• Blended with
technology
Engaged Students:
• Great teachers and
inspiring content
• Social, collaborative
learning with classmates
• Technology to scale
• Support at every step
Meaningful Outcomes:
• Instructional design
focused on practical
application and behaviour
change
• Professional qualifications
and accreditations
• Endorsed by industry

22. Now, let’s look at how these
principles are applied in
other industries… Case Study:
Digital upskilling at
scale: An effective
learning approach

24. © Squared Online Confidential and Proprietary
What is Squared?
Squared is Google’s
flagship education
programme
The immersive programme was created
in 2012 to combat industry challenges
around hiring, developing and retaining
great digital talent
The course helps organisations build
their digital capabilities and develop
leadership skills for a digital age
Squared Online now has hubs in the UK,
APAC, Germany and Northern Europe, with
further global roll-out planned in 2016/17

25. © Squared Online Confidential and Proprietary
Why companies choose Squared Online
Drive marketing performance
across digital channels
Boost leadership skills
and create digital
business leaders
Retain and develop
digital talent to grow
the brand
Develop stronger internal
networks to boost collaborative
and knowledge sharing
Upskill their commercial teams to:

26. © Squared Online Confidential and Proprietary
83% Pass rate
+700,000 Hours of learning delivered
1000+ Companies globally
9000+ Enrolments
With real impact…
96% More confident in digital
2 in 3
Progressed in their career
4 in 5
Developed stronger
leadership capabilities
Scale…

27. YouTube link to Google Squared clip:
https://www.youtube.com/watch?v=tlPoJfXDgqc

28. Learning that works. London | Hamburg | New York | Singapore | Hong Kong | Sydney
In the US, preferred by Key Gyms…
10 Years 16 Years
16 Years 5 Years
18 Years 10 Years
18 Years 10 Years
Life Time Fitness and NASM... have worked hand in hand
to raise the standard in the fitness industry for personal
training... NASM’s educational initiatives have continued to
advance our personal training team members and to
create a best in class business unit at Life Time.”
“
Jeff Zweifel
EVP, Operations, Life Time Fitness
…and Professional Organisations
8 Years
14 Years
8 Years
16 Years
14 Years
8 Years
NASM’s Optimum Performance Training
is a huge benefit. It has a cumulative
effect. If your body is more receptive
every night, it is going to help you over
the long term.”
“
Steve Nash
2 Time NBA MVP
8x NBA All Star

29. Ultimately, it’s about
measuring impact, based on
clear learning outcomes,
that enable business growth
Practical Example:
CEO, XYZ Gym Group -
“How can I ensure I’m
retaining the best PT
staff –those that deliver
a great customer
experience and help
retain members, and
those that grow my
revenues?”

30. 1. Start with your business
strategy, specifically the
objectives/priorities –
what will it take to win?
“Analysis tells us improving PT
retention by 5% per annum
will deliver £0.5m to the
bottom line per region”
A simple 6-step process to get you started … and please your CEO!

31. 2. Identify current baseline,
focusing on skills &
behaviours – gap analysis
vs. business needs
“Most PT’s arrive not ‘job
ready’; they know how to
demonstrate a movement but
they can’t relate to members in
a holistic way”
A simple 6-step process to get you started … and please your CEO!

32. 3. Align learning outcomes
with priorities at a business,
team and individual level –
prioritise, address gap
“I need my PT teams to
understand empathy and
motivation; I’ll align this with a
new incentive scheme to
reward vs. member retention ”
A simple 6-step process to get you started … and please your CEO!

33. 4. Set measurable KPI’s that
ladder back to clear
performance metrics – best
way to determine ROI!
“I will reduce PT churn in my
team by +15% this quarter; I
will also measure member
satisfaction by session, and
revenue per PT per month”
A simple 6-step process to get you started … and please your CEO!

34. 5. Ensure that your learning
design is ‘blended’ from the
outset – invest in off-the-
shelf technology; make
the experience engaging
“I will build the learning
programme following 70:20:10
principles, incorporating both
social learning and peer-to-peer
support/review”
A simple 6-step process to get you started … and please your CEO!

35. 6. Test and trial first, then
analyse and review –
establish control groups,
measure impact, roll out.
“We piloted in region X and saw
a 20% reduction in churn;
furthermore, qualitative
feedback from members in that
region show increases in
satisfaction”
A simple 6-step process to get you started … and please your CEO!

36. Some useful technology partners
Fuse is a cloud based platform that
allows individuals to capture and share
knowledge, questions and ideas in video,
audio or text format.
The purpose of the software is to
increase information accessibility within
a company by recording and sharing
examples of best practice or discussions
from experts in the same industry.

37. Some useful technology partners
Flair is a new Quality
Assurance tool for
gyms that is currently
being piloted by a large
chain in the South East
of the UK and will be
rolled out nationwide
during 2017.

39. Thank you.
Keep in touch.@nickcbradley

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