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Fitness + Technology

Welcome to the Fitness + Technology Podcast for club owners, operators, and fitness professionals! This show is your #1 trusted resource for the accelerating world of fitness technology. We regularly bring you an expert interview with a global influencer at the crossroads of fitness and technology. You’ll get the insights, tools, and inspiration you need to stay connected to the pulse of what matters most for your fitness business in the age of exponential technologies. This podcast is brought to you by the Fitness Industry Technology Council, who is mobilizing resources to drive the fitness industry forward, and representing leading companies and organizations to success through collaboration. This show is supported by Bryan O'Rourke and his family of companies including Vedere Ventures, a boutique investment and advisory firm helping early mature and late stage enterprises, moon mission media a digital marketing firm dedicated to the fitness space, and Integerus Advisors. To learn more visit bryankorourke.com
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Now displaying: May, 2017
May 30, 2017

For episode 30 were learning about taking inspired, data-driven action based on market trends, to understand and serve the new fitness club member lifecycle. Of course, from the pulse of the industry and from many of our previous shows on the podcast, we know that the 30 to 90 day window of how we engage with both new leads and new members make all the difference in converting these customers to lifelong advocates of a brand or a club. 

But with all the metrics and key performance indicators out there, what are the smart goals around monitoring, analyzing, and deciding where to spend your marketing dollars and how to best follow-up with these valuable potential new members?

We explore those questions and more today with the President and CEO of InTouch Technology, Dana Milkie, to discuss optimizing club growth through technology that will provide the needed clarity in our fast-paced digital world.

If you’ve been curious about understanding a new club member lifecycle and the roadmap for turning new leads and members into higher lifetime value to serve both their health and your bottom line, you’re going to want to listen all the way till the end of the show.

In our Fit Six Round, Dana shares how InTouch Technology and smart club management systems are helping our industry space answer the call of the most savvy consumers we’ve ever seen in our space. 

About Dana Milkie

As President and CEO of InTouch Technology, Dana Milkie is responsible for driving company growth through the successful implementation of InTouch’s short and long term business strategies. Passionate about the health and fitness industry, Dana’s move to InTouch was a natural fit.

Since joining the company in 2016, Dana has been committed to addressing the changing needs of the industry by expanding InTouch’s software solution including member acquisition, engagement, and retention tools.  

Dana is a recognized, seasoned veteran of the fitness industry with 30 years of professional experience.  He has successfully helped both small and large businesses optimize their growth, resources and profitability strategies.

As a respected and insightful representative of the industry, Dana has been interviewed and spoken extensively in industry focused publications including CBI, IHRSA, Club Solutions, Fitness Business Canada, Club Industry and many others. Prior to joining InTouch, Dana was Senior Vice President of Client Management with ABC Financial, responsible for the management of ABC’s industry leading customer portfolio. Additionally, he served as Senior Vice President of a multi-location franchise group.

Outside of InTouch, Dana sits on the Board of Directors of several companies. He currently serves as the President of The Foundation for Community Betterment, a national non-profit organization, dedicated to helping individuals and organizations with immediate and critical needs.

Listen To Episode 030 As Dana Uncovers

  • What is InTouch Technology and what solution is it providing for the fitness industry
  • How can clubs effectively analyze the lead capture data for a sound decisions via facebook, web, & others 
  • Understanding a new club member lifecycle: a roadmap for turning a new member into a long term one
  • Lead management: what are the best practices to be successful
  • SMART Goals: How can clubs use their own data to tailor smart goals
  • Understanding the core KPI pathway for revenue: text, emails, phone calls, leads, appointment, tours and sales 
  • Understanding the MAD Process: monitor, analyze, decide  
  • Why fear of asking to communicate with the customer on their terms exists from fitness sales staff 
  • Why club communications must shift into consumer chosen models rather than club preferred
  • What actions savvy clubs can take using data and best practices around new club members 

Top 3 Takeaways From The Show

  • It should come as no surprise that the days of managing appointments and lead acquisition with pen and paper are old news. Dana believes that with smart algorithms and the right central hub of data to monitor a customer’s journey (from a facebook click all the way to them taking a tour and signing up in your club) is what every club must have as we look at this ever-demanding wish list from customers. 

  • Communicating with the members via text, email, or phone does not happen anymore in the industry space like it used to. With smart technology and the majority of members and consumers making decisions and engaging with clubs primarily through their mobile device, what separates the great clubs from the good will be learning to use technology to engage with how the member wants to talk to the club, and not how the club wants to talk to the member.

  • Dana believes that we’ve never been in a more exciting time to work in the fitness industry. Especially when we take that 30,000 foot view to see both how technology is supporting our industry to address the rising obesity epidemic, and how smart, data-driven, technology focused clubs will inspire and motivate new potential members at their deepest needs by using the language they understand. 

Power Quotes From Dana

"What we see is that potential members want to be able to try the facility to see if it matches them, and they want to do it in a non-pressured way. Referral offers are very powerful via text, but we've got a ways to go in this industry to be more creative, but referrals from friends that involve passes are proving to be a great pathway."  - Dana Milkie on the Fitness + Technology Podcast

"The health club business has changed to a retail consumer driven business. It never felt that way before, at least to me. It always felt like we were separate. We weren't like Target or Nordstrom, or any other retail; we didn't have to deal with consumers in the same way. Now, it seems like consumers want and expect the same thing from health clubs in the communication, the engagement, and the flexibility they get from all retailers. Consumers now want the same thing, whether they're dealing with a large retailer, or a health club, and I think that really has come on strong in the last couple years." Dana Milkie on the Fitness + Technology Podcast

Resources Mentioned From Dana

Thanks To Our Outstanding Sponsors

AFTERSHOKZ has created cutting edge headphones, using bone conduction sound technology perfect for cyclists, fitness professionals, and fitness enthusiasts alike. With an open ear design focused on safety and comfort, AFTERSHOKZ is offering an exclusive bundle with a free gift for the Fitness + Technology audience. Pickup your free gift with purchase by heading over to FITC.AFTERSHOKZ.COM today. 
  • Bryan O’Rourke and his family of companies including Vedere VenturesIntegerus Advisors, and many more. If you are looking for unmatched guidance, capital, insights or a great speaker or facilitator, Bryan and his partners are the go to resource for your organization. To learn more visit bryankorourke.com
  • The Fitness Industry Technology Council, your non-profit resource for reliable technology information supported by forward looking brands who are seeking to drive increased technology adoption in the fitness industry. Make a difference and join FIT-C at fittechcouncil.org today
  • Check out Bryan and his partner Robert Dyer's recent book "9 Partnership Principles: A Story of Life Lessons" which is available now on Amazon.com
May 23, 2017

For episode 29, we're talking about medical fitness and its impact on our industry. This is an advanced model of personal training that is yielding an massive opportunity that fitness clubs will be able to capitalize on, and get people more healthy than ever before through referral networks for physicians.

We're learning from the CEO of Rejuv Medical, JR Burgess, about how the entrepreneurial minded fitness facility or studio, that can understand how to partner with doctors, will thrive in this new medical and fitness landscape. 

Listen as we explore both the advantages and challenges of trainers becoming medical fitness specialists, and what the next couple of years will mean to our space with the passage of a 2018 Diabetes Prevention Program that will partner with insurance companies to subsidize preventative wellness services through medically supervised fitness and wellness programs.

Whether you're a club owner operator or fitness professional working in a small medium or large facility, this episode will deliver the practical and actionable resources and inspiration to begin thinking outside the box and serving more customers towards better health through technology and specialized training.

Be sure to listen until the end of the show to hear from JR in our "Fit Six Round" about the action steps that leaders in the fitness industry are now taking, as well as what's coming next for the growth of medical fitness.

J.R. Burgess is the CEO of Rejuv Medical and MedFit. 7 years ago, he partnered with Dr. Joel Baumgartner (bam-greener) MD with the purpose to change the direction of the current healthcare crisis. Together they developed a successful medical practice that utilizes medical fitness as medicine to restore health and vitality to their patients.

J.R. Burgess joined the Rejuv Medical Team in September of 2009 to assist with the development of the Weight Loss and Performance Center. Born and raised in Keewatin, Minnesota, J.R. started his career in the medical fitness industry after his successful career as an athlete led him to a passion for personal training. I help get people started on their journey of a healthier lifestyle.

Listen To Episode 029 As JR Uncovers

  • What is Medical fitness
  • How does medical fitness address our currently broken sick care system
  • Exercise as medicine and the future of healthcare: How does this relate to the future of sustainable business models in gyms
  • Why almost all disease is a lifestyle problem: What role wellness and fitness technology can play in supporting healthy lifestyles
  • Exploring the PHIT Act: What would the PHIT Act passage mean for Rejuv and Medical Fitness
  • Understanding the Medical Fitness Network and the impact on the fitness industry 
  • Bridging the gap between medical and fitness: what roadblocks and opportunities exist in the fitness industry when we look at combining patient or client data with actionable coaching
  • MedFit and its core mission: Expanding the field of medical fitness and regenerative medicine
  • What holds fitness professionals and club operators back from being early adopters and succeeding in change management
  • Understanding the CFAN model: Cell Health, Functionality, Articulation, Neuro-kinetic Training 

Top 3 Takeaways From The Show

  • JR believes that the best is yet to come when we look at how medical fitness will create new income streams and greater health applications. With healthcare costs going up, the only answer is fitness and exercise. Industry professionals must begin to take a serious look at learning how medical fitness will yield better opportunities for revenues in clubs and service to customers.
  • JR believes that changes in healthcare policy from a governmental level do not have to negatively impact specialized trainers or medical fitness. Because at the end of the day, it's having the right mindset around using wearable devices and the integration of tracking through club software that aggregates fitness and health data, to be combined with electronic health records, that will really provide the right solutions to a rising obesity and health epidemic.
  • The major opportunities to fix our broken sick care system are looming on the horizon. With an open mind and a tech-focused approach, using smart data along with integrating medicine and fitness, we now can provide a new era of impact that our industry space will create for humanity.

Power Quotes From JR

"We must create the standards for trainers to begin integrating their services into medical facilities. What does a medical fitness specialist or certification really entail? What are the qualifications they need to work with people that have chronic disease? In personal training, there is no standard across the board, and anybody can get a weekend certification. There is no governance, so when were dealing with having to really be the best and try to take care of people with progressive injuries, there must be a training or certification the trainers will have to go through."  - JR Burgess on the Fitness + Technology Podcast

"MEDFIT's goal and aim is to help doctors and preventative lifestyle medicine to reverse chronic disease and degeneration while building their bottom line. Most doctors don't know how to make this business model work, and a lot of the hospitals don't know how to do what we've created. Our model is profitable, and grows our clinic while having amazing community impact." JR Burgess on the Fitness + Technology Podcast

Resources Mentioned From JR

Thanks To Our Outstanding Sponsors

AFTERSHOKZ has created cutting edge headphones, using bone conduction sound technology perfect for cyclists, fitness professionals, and fitness enthusiasts alike. With an open ear design focused on safety and comfort, AFTERSHOKZ is offering an exclusive bundle with a free gift for the Fitness + Technology audience. Pickup your free gift with purchase by heading over to FITC.AFTERSHOKZ.COM today. 

  • Bryan O’Rourke and his family of companies including Vedere VenturesIntegerus Advisors, and many more. If you are looking for unmatched guidance, capital, insights or a great speaker or facilitator, Bryan and his partners are the go to resource for your organization. To learn more visit bryankorourke.com
  • The Fitness Industry Technology Council, your non-profit resource for reliable technology information supported by forward looking brands who are seeking to drive increased technology adoption in the fitness industry. Make a difference and join FIT-C at fittechcouncil.org today
  • Check out Bryan and his partner Robert Dyer's recent book "9 Partnership Principles: A Story of Life Lessons" which is available now on Amazon.com
 
May 16, 2017

For part two of our special two part episode we're exploring building a company culture in a digital world with sought after speaker, influencer, and fitness industry icon Bobby Cappuccio.

A lot of what we've been uncovering in our podcast is around the technology, wearables, and virtual platforms that are helping facilities and fitness professionals deliver exceptional service and value, but what has been a hot topic recently among trade magazines, industry shows, and in round tables is a looming question:

How can teams come together to form a culture that adopts new technology to deliver phenomenal client and customer experiences, and what is the mindset and best approach that really works from leadership?

If you've been curious about connecting the dots between data and customer engagement, our first half of this two part episode is teeing up Bobby's story of learning to use psychology and social media to deliver on culture, and in our second half, he'll bring it all together to provide more clarity on what leadership and culture means to the club in this digital world. 

Robert Cappuccio, aka Bobby Cappuccio, stands at the forefront of a life altering and ever evolving industry: wellness. He has spent the last two decades of his life pushing for not only an industry-wide but an individual to individual shift in perspective, from a solely outward focused goal oriented approach to health and fitness to a more holistic approach centered on behavioral change. A phenomenon that has helped position PTA Global (a company he co-founded) as a leader in professional fitness development. 

A best-selling author, sales, leadership, and cultural development consultant for various companies including Hilton Hotels, Virgin Active, Equinox, David Lloyd Leisure and multiple businesses nationally and abroad, Bobby travels the world impacting lives, inspiring positive change and growth in individuals and companies alike.

Listen To Episode 028 As Bobby Uncovers

  • Why "business as usual' won’t cut it in the new digital world
  • Why you can't be a people person in today’s world without technology
  • Uncovering the deeper meaning for culture: What do you want to contribute, what problem do you want to solve?
  • Creating culture: What Bobby means by "Distinction or Extinction"
  • Why you can't afford not to embrace technology
  • Mark Smith: "If we can change the culture, we can change everything." 
  • How did IBM change company culture and how does that relate to the fitness industry? 
  • How do mid-tier clubs thrive in the new digital world?
  • Knowing what to do is the the answer: 20% is knowing what to do, 80% is communicating with yourself is taking action on what you know 
  • Practical tips that make fitness leaders and Fit Pros perform better on the fitness floor and in teams
  • Emerging trends: community based wearable technology 
  • Why "micro-missions" are essential to galvanizing company culture
  • What opportunities and roadblocks does Bobby see in our industry around the intersection of technology and fitness in the next 2 years
  • Bobby on Leadership: "You have to be able to imagine a future that would not exist otherwise."

Top 3 Takeaways From The Show

  • Bobby believes that the technologies to create a robust company culture and generate real conversations with new members are already out there. It's now up to the clubs and staff to adopt it and bake it into the way they operate. What will make the difference is when a new member comes in to try the facility and we give them a program with an app downloaded from the club, where for every single day for 30 days (knowing that 30 to 90 days is our most precarious timeframe for losing members) we walk them virtually, step-by-step through a discovery in a real conversation. This is where we can use technology to truly help them identify what they really want.
  • When creating a thriving company culture in the digital and brick and mortar worlds, Bobby believes you can't afford not to engage in technology. Accept that sometimes you will create social media messages that will hit, and other times they won't. It is important to not take it personal. Don't get emotional because it's not about you, it's about what you want to contribute for other people.
  • For technology and people to work in harmony, we must have cultural transformation, not just execution.  Real culture is a galvanized when a group of people share set of beliefs and rules that create ensuing behavior patterns. 20% is knowing what to do, 80% is communicating with yourself in a way that gets you to take action on what it is that you know. That's why wellness and behavioral practices, rather than nonspecific isolated modalities, are now becoming a mega-trend.

Power Quotes From Bobby

"As a coach, presenter, and consultant of both sales management and training across our industry, I know the technology we need is out there. What will make the difference is when a new member comes in to try the facility and we give them a program with an app downloaded from your club where every single day for 30 days (knowing that 30 to 90 days is our most precarious timeframe for losing members) we walk them virtually, step-by-step through a discovery of a real conversation. This is where we can use technology to truly help them identify what they really want."  - Bobby Cappuccio on the Fitness + Technology Podcast

"Technology has changed the way we have to sell, for the better, forever. You cannot get away with some of the complete and utter rubbish we got away with 20 years ago." - Bobby Cappuccio on the Fitness + Technology Podcast

Resources Mentioned From Bobby

Thanks To Our Outstanding Sponsors

AFTERSHOKZ has created cutting edge headphones, using bone conduction sound technology perfect for cyclists, fitness professionals, and fitness enthusiasts alike. With an open ear design focused on safety and comfort, AFTERSHOKZ is offering an exclusive bundle with a free gift for the Fitness + Technology audience. Pickup your free gift with purchase by heading over to FITC.AFTERSHOKZ.COM today. 

  • Bryan O’Rourke and his family of companies including Vedere VenturesIntegerus Advisors, and many more. If you are looking for unmatched guidance, capital, insights or a great speaker or facilitator, Bryan and his partners are the go to resource for your organization. To learn more visit bryankorourke.com
  • The Fitness Industry Technology Council, your non-profit resource for reliable technology information supported by forward looking brands who are seeking to drive increased technology adoption in the fitness industry. Make a difference and join FIT-C at fittechcouncil.org today
  • Check out Bryan and his partner Robert Dyer's recent book "9 Partnership Principles: A Story of Life Lessons" which is available now on Amazon.com
May 16, 2017

For part one of our special two part episode we're exploring building a company culture in a digital world with sought after speaker, influencer, and fitness industry icon Bobby Cappuccio.

A lot of what we've been uncovering in our podcast is around the technology, wearables, and virtual platforms that are helping facilities and fitness professionals deliver exceptional service and value, but what has been a hot topic recently among trade magazines, industry shows, and in round tables is a looming question:

How can teams come together to form a culture that adopts new technology to deliver phenomenal client and customer experiences, and what is the mindset and best approach that really works from leadership?

If you've been curious about connecting the dots between data and customer engagement, our first half of this two part episode is teeing up Bobby's story of learning to use psychology and social media to deliver on culture, and in our second half, he'll bring it all together to provide more clarity on what leadership and culture means to the club in this digital world. 

**Be sure to listen to episode 028 right after this show to hear our Fit Six round where Bobby shares his perspective on what our space needs most right now and how to make the most out of new opportunities created by technology and neuroscience. 

Robert Cappuccio, aka Bobby Cappuccio, stands at the forefront of a life altering and ever evolving industry: wellness. He has spent the last two decades of his life pushing for not only an industry-wide but an individual to individual shift in perspective, from a solely outward focused goal oriented approach to health and fitness to a more holistic approach centered on behavioral change. A phenomenon that has helped position PTA Global (a company he co-founded) as a leader in professional fitness development. 

A best-selling author, sales, leadership, and cultural development consultant for various companies including Hilton Hotels, Virgin Active, Equinox, David Lloyd Leisure and multiple businesses nationally and abroad, Bobby travels the world impacting lives, inspiring positive change and growth in individuals and companies alike.

Listen To Episode 027 As Bobby Uncovers

  • Why "business as usual' won’t cut it in the new digital world
  • Why you can't be a people person in today’s world without technology
  • Uncovering the deeper meaning for culture: What do you want to contribute, what problem do you want to solve?
  • Creating culture: What Bobby means by "Distinction or Extinction"
  • Why you can't afford not to embrace technology
  • Mark Smith: "If we can change the culture, we can change everything." 
  • How did IBM change company culture and how does that relate to the fitness industry? 
  • How do mid-tier clubs thrive in the new digital world?
  • Knowing what to do is the the answer: 20% is knowing what to do, 80% is communicating with yourself is taking action on what you know 
  • Practical tips that make fitness leaders and Fit Pros perform better on the fitness floor and in teams
  • Emerging trends: community based wearable technology 
  • Why "micro-missions" are essential to galvanizing company culture
  • What opportunities and roadblocks does Bobby see in our industry around the intersection of technology and fitness in the next 2 years
  • Bobby on Leadership: "You have to be able to imagine a future that would not exist otherwise."

Top 3 Takeaways From The Show

  • Bobby believes that the technologies to create a robust company culture and generate real conversations with new members are already out there. It's now up to the clubs and staff to adopt it and bake it into the way they operate. What will make the difference is when a new member comes in to try the facility and we give them a program with an app downloaded from the club, where for every single day for 30 days (knowing that 30 to 90 days is our most precarious timeframe for losing members) we walk them virtually, step-by-step through a discovery in a real conversation. This is where we can use technology to truly help them identify what they really want.
  • When creating a thriving company culture in the digital and brick and mortar worlds, Bobby believes you can't afford not to engage in technology. Accept that sometimes you will create social media messages that will hit, and other times they won't. It is important to not take it personal. Don't get emotional because it's not about you, it's about what you want to contribute for other people.
  • For technology and people to work in harmony, we must have cultural transformation, not just execution.  Real culture is a galvanized when a group of people share set of beliefs and rules that create ensuing behavior patterns. 20% is knowing what to do, 80% is communicating with yourself in a way that gets you to take action on what it is that you know. That's why wellness and behavioral practices, rather than nonspecific isolated modalities, are now becoming a mega-trend.

Power Quotes From Bobby

"As a coach, presenter, and consultant of both sales management and training across our industry, I know the technology we need is out there. What will make the difference is when a new member comes in to try the facility and we give them a program with an app downloaded from your club where every single day for 30 days (knowing that 30 to 90 days is our most precarious timeframe for losing members) we walk them virtually, step-by-step through a discovery of a real conversation. This is where we can use technology to truly help them identify what they really want."  - Bobby Cappuccio on the Fitness + Technology Podcast

"Technology has changed the way we have to sell, for the better, forever. You cannot get away with some of the complete and utter rubbish we got away with 20 years ago." - Bobby Cappuccio on the Fitness + Technology Podcast

Resources Mentioned From Bobby

May 9, 2017

Marty Regan is Vice President of Sales for Club OS, the leading sales and retention tool in the fitness industry. He has been in the fitness industry for nearly 10 years, working with clients to bring them best in class software solutions to best serve their business. Prior to fitness Marty's diverse past included Stand Up Comedy and even a stint as a tow truck driver. 

Club OS is an all-in-one health club platform. It's built to be fully customizable and allows all types of business models to be configured within. We leverage the best partners in the health club industry to create a seamless workflow between your billing system, and the Club OS sales CRM and PT management system. The software provides real time reporting and analysis for our customers so they can make informed decisions. We also automate many business processes that are typically done manually, allowing our customers to focus on running their business.

In this episode, we're exploring the nuances of technology and member attrition, what club owners and operators can do to let go of outdated systems and harness the power of detailed and actionable strategies for keeping more members happy, and what makes them tell their friends about your club. 

Marty Regan, Vice President of Sales for Club OS, is taking us through what's really working when it comes to text, email, and phone correspondence that is making a difference as we ride this wave of technology adoption in our industry and how it relates to your fitness business.

Listen To Episode 026 As Marty Uncovers

  • What is Club OS and what solution does if offer for the fitness industry?
  • Understand dynamic lead nurturing: what is the commonality between what all clubs need to do
  • The relationship with the member: a core plain point for clubs nationally 
  • Understanding the granular follow up process for new lead and especially new members within 90 days
  • Integrating additional amenities through the consistent message delivered by scripting 
  • Exploring the tools for lowering attrition with a club CRM system and consistent script: Call, text, email, and why texting wins with the right compliancy 
  • With new technology, how can club owners meet the demands of fighting attrition
  • Reward Programs Vs. "Win Back Offers" and creating referral programs using your happiest members 
  • Seeing the viability of email marketing versus texting with A/B testing for efficacy with attrition
  • The golden order of operations for lowering attrition via phone, email, automated text

Top 3 Takeaways From The Show

  • Understanding the emotional and motivational factors of new club members in the first few months of the customer journey is paramount for lowering attrition. By using personalized touch-points pulled from a customized CRM, clubs have the ability to communicate effectively with gym-goers now more than ever before.
  • Win back offers are not as effective as creating a digital ecosystem that guides a club member to get the full experience of using the club. Through combining predictive analytics and smart texting, email, and phone correspondence, customer relationship management software is now more about knowing the member decisions and marketing to what inspires them. As more and more CRM systems rise in our industry, what separates the great clubs from the good will be integrating staff, technology, and effective brand promise scripting into all communications.
  • For small boutique studios, it's always been easier to know the member-base intimately when compared to big box gyms. However, with the use of comprehensive tracking via digital solutions, those granular details about each and every member are now becoming more commonplace. As members want more unique experiences in clubs, technology is delivering a way to have real conversations when they matter most.

Power Quotes From Marty

"The more ingrained you can get that member into your club, the much more likely they are to stay. You can also use win-back offers, but those are fairly difficult to do once that person has decided to leave. What we're focused on this year from a retention standpoint is predictive behaviors. We're now understanding when to reach out from key behavioral data found in the club's CRM."  - Marty Regan on the Fitness + Technology Podcast

"Those that go to the gym are inherently competitive. Members earning points and seeing where they stack up against other members while in the club or studio really drives retention. We see this a lot with the combination of fitness trackers and broadcasting fitness data on the walls during classes." - Marty Regan on the Fitness + Technology Podcast

Resources Mentioned From Marty

Thanks To Our Outstanding Sponsors

AFTERSHOKZ has created cutting edge headphones, using bone conduction sound technology perfect for cyclists, fitness professionals, and fitness enthusiasts alike. With an open ear design focused on safety and comfort, AFTERSHOKZ is offering an exclusive bundle with a free gift for the Fitness + Technology audience. Pickup your free gift with purchase by heading over to FITC.AFTERSHOKZ.COM today. 

  • Bryan O’Rourke and his family of companies including Vedere VenturesIntegerus Advisors, and many more. If you are looking for unmatched guidance, capital, insights or a great speaker or facilitator, Bryan and his partners are the go to resource for your organization. To learn more visit bryankorourke.com
  • The Fitness Industry Technology Council, your non-profit resource for reliable technology information supported by forward looking brands who are seeking to drive increased technology adoption in the fitness industry. Make a difference and join FIT-C at fittechcouncil.org today
  • Check out Bryan and his partner Robert Dyer's recent book "9 Partnership Principles: A Story of Life Lessons" which is available now on Amazon.com
May 2, 2017

What can location and activity tracking do to improve the lives of millions of health club members and deliver to the bottom line of fitness facilities in our industry? Today on the podcast, were diving into depth on this topic, and how new technology can truly meet the increasing demands of our members at their deepest needs.

When we look at location and member activity, a deeper question arises: Just exactly what technology can deliver value to the club and the member without being cumbersome or too expensive?

That question is answered today and so much more, by our guest Jamie Cole of FitConnect. For episode 025, we're learning from Jamie about how we can provide more value for the gym member without asking them to make any extra steps outside of what they're already doing while inside the health club.

If you've been looking for more clarity around what it looks like to use outside club fitness app data combined with in-club location tracking of the members activity to help deliver contextualized and personal health recommendations, you're going to enjoy this episode, as we talk about real the answers to these questions and how new technologies can give you better decision making capabilities for your fitness business.

FitConnect has helped 72 gyms and have sealed a partnership with Life Fitness UK to help their customers. FitConnect connects members, their health data and the gym. 

Through one platform, the gym can access the fitness data of their members from all the top apps & devices. Jamie has recently joined FIT-C to connect with operators in the industry who are ‘digital-ready’. Jamie loves sharing his experience from other industries on how to solve problems with digital and making the lives of exercisers better. 

Listen To Episode 025 As Jamie Uncovers

  • What is FitConnect? FitConnect automatically collects member app data & creates powerful reports to retain members, make sales & build brand loyalty.
  • What is the gap that FitConnect is filling in our industry?
  • What is the origin story of FitConnect? Learn how Jamie did a "PREZI" for the head of LifeFitness UK, and how this relationship lead his team to build a number of solutions for health data
  • How does FitConnect tie in other data sources? Integration with Cisco for geotagging and more importantly when connected to WiFI in the gym, the use of the Meraki system allows 100% member location and behavioral patterns while inside the club.
  • Meraki: Can you explain the Meraki system to our audience? This is very cutting edge.
  • Trends: What is the importance of member location trends in the gym, what does that mean to the club owner’s bottom line?
  • Taking an honest look at the member journey: How do you work with clubs to integrate technology that establishes a solid and robust member journey?
  • Meaningful Data: We’re swimming in data, what would you say are the handful of data points about the customer that matter most to a club?
  • Using data with machine leaning: How do you use machine learning to blend automation with personalization when messaging health club members?
  • 360 degree view: What is the advantage of a technology focused health club of combining data sets of member activity inside and outside the club?
  • Why do people can cancel their membership? Setting massively high goals, vs. realistic goals
  • Attrition: How does FitConnect address member attrition?
  • Deeper Insights on attrition: Can you tell us about your work with Paul Bedford, retention and attrition management specialist and how that has shaped your platform?
  • The deeper question of technology and member service: How can we create an experience that requires the member to do nothing yet add more value to what they already have?

Top 3 Takeaways From The Show

  • How can we provide more value for the gym member without asking them to make any extra steps outside of what they're already doing while inside the health club? One of the biggest answers to this powerful question is by combining fitness app data sets with in club location data while the member is in the club. Using iBeacon and strategic location technology, clubs now have the ability to send members truly personalized and contextualized advice on how they can improve while supporting them towards their wellness goals via a mobile device.
  • When we're looking at meeting the member's deepest needs (which are changing faster than ever) savvy operators, owners, and trainers must take the honest inventory of if they've actually considered what their members really want. At the end of the day, the ultimate question is "is the member journey you're creating right now truly going to help them to achieve their goals?" Jamie believes that success for gyms is found through creating a digital strategy that will aid staff and members to get the most out of their relationship.
  • Jamie believes that with location and activity data lead health programs, we can begin to really address some of the major health issues in our world. There is a emerging space (when it comes to increasing revenues in the gym) that is crying out for someone to lead it. With new technologies, gyms are now positioned to be just the right thing to lead the charge when it comes to improving global health by working with key referral programs from doctors.

Power Quotes From Jamie

"There's a number of jobs the gym must do to be successful including get more sales, retain more members, and create secondary sales channels. When you focus on those tasks first, then you can understand how you can better use whatever software you currently have, or what new software you may need to acquire."  - Jamie Cole on the Fitness + Technology Podcast

"A lot of clubs are now becoming interested in a 360° view of what the members are doing in and outside of the four walls. When we look at the advantage of a running a technology focused health club who wants to combine both the inside and outside data sets of customers, it is now more essential than ever before. If you look at other industries, it's already been done for years. What we're looking at is a case of people needing to catch up now, because if they don't, they're going to be rapidly beaten by their competitors ." - Jamie Cole on the Fitness + Technology Podcast

Resources Mentioned From Jamie

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