IHRSA Las Vegas Club Standards Increase Bottom Line and New markets

1. Club standards to increase
retention and attract new
members and markets

2. 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.

3. 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…..”
 “Astandard might simply be defined as a
set of rules for ensuring quality” ETSI

4. • Top down
National/ • regulation
Federal
• legislation
• Bottom Up
Sectoral • Best practice
• Industry driven
• Business
Club Objectives
• CSR

5. Where is your thinking?
Clone
Lone

6. Fact: Club standards attract new
members
 Where's the evidence
 Inverse analysis
 Positive PR, Marketing, Safeguard
 Process not product/service driven

7. 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

8. Fact: Club standards increase
retention
 Gym member touch points
 What is the evidence? Evidence….
 How to use standards to increase retention & reduce
costs

9. Unify Differentiate
Club
Standards
Assure Direct

10. International Quality Standards
 Fitness Equipment
 Aquatics Equipment
 Pool Operations
 Design Standards
 Training Standards KCSFs
 Difference between awards and standards

11. 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

12. 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

13. International
benchmarking
UK, Australia, New
Zealand, Europe,
Ireland, South Africa
& …..
REGISTER OF EXERCISE PROFESSIONALS

14. 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

15. 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

16. NSF International
The Public Health and Safety Company
Health/Fitness Facilities Standards
Live Safer™

17. Current Draft
Health/Fitness Facilities Standards
Available at:
www.standards.nsf.org

18. 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

19. 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

20. How to attract new markets
 Benefits to Clubs
 Medical- GP Exercise Referral – UK & Ireland
 Credibility

21. 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

22. UNESCO Chair in ITTralee
Transforming the Lives of People with
Disabilities through Physical Education,
Sport, Fitness and Recreation.
Catherine Carty UNESCO CHAIR Project
22
Manager 2013

23. 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
23
Manager 2013

24. 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
24
Manager 2013

25. Functions of UNESCO Chairs
and UNITWIN Networks
- “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).
Catherine Carty UNESCO CHAIR Project
25
Manager 2013

26. • “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
26
Manager 2013

27. 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%

28. 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
29
Manager 2013

30. Biopsychosocial Model
• WHO: The interaction of the individual with
the physical and social environment
Catherine Carty UNESCO CHAIR Project
30
Manager 2013

31. International Classification of Function
http://www.rehab-scales.org/international-classification-of-functioning-disability-and-health.html
Catherine Carty UNESCO CHAIR Project Manager 2013 31

32. We must adapt
• What could you do in your club?
• 7 P Development policy
– Philosophy
– Processes
– Policy
– People
– Places
– Programmes
– Promotion

33. 33

34. What can the fitness sector do to respond?
How can we be a real force?
Catherine Carty UNESCO CHAIR Project
34
Manager 2013

35. Catherine Carty UNESCO CHAIR Project
35
Manager 2013

36. 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

37. Drivers of Club Standards
• Who are the key players?
• Why?
• Have some stakeholders not got a voice?
• Why?
Fitness
APA Sector Industry

38. • People
Operations • Business
• Design
Equipment • Operation
• Maintenance
• Universal Design
Design • Sustainable

39. 39
Catherine Carty IHRSA Las Vegas 2013

40. 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

41. Catherine Carty UNESCO CHAIR Project
41
Manager 2013

42. How to attract new markets
 Exercise is Medicine
 HealthInsurance: Premiums and Benefits eg
Switzerland
 Consumers /Media/ Government: Credibility,
Assurance, Avoid Punitive legislation

43. How to use standards to
increase retention
 Itcosts 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

44. 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

45. How to use standards to reduce
costs
 People
 Buildings
 Energy
 Programmes
 Training
 Marketing
 Selling

46. Open Forum
 QUESTIONS AND DISCUSSION

47. Contacts
 kilianfisher@momentumbd.co.uk
 www.momentumbd.co.uk
T (UK Office) +442079172780
 M +353894322125
 catherine.carty@ittralee.ie