Expert Weigh-In – Club Solutions
Bill McBride, the president and COO of Club One, said the question club owners should be asking themselves in 2013 is, “How will I respond to changes in how members consume information?” According to McBride, members are consuming information differently — facts about clubs are more readily available via websites, mobile apps and consumer reviews, and if you don’t stand out, you’re going to get lost in the crowd. “What used to be five data points to make a decision, is now by virtue of information availability, 10,” explained McBride. “Third-party information is dramatically more relevant than a business’ propaganda. If you aren’t relevant and transparent you will be dismissed. Member knowledge is a game changer in how we communicate. Simple, clear, objective relevancy wins.”
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IHRSA’s 32nd Annual International Convention and Trade Show is fast approaching—it will be held March 19–22 at the Mandalay Bay Hotel and Casino in Las Vegas. As I begin to prepare for the event, I’m reminded of all that IHRSA has done for me and so many others.
Bill McBride is a health club industry veteran. He has worked in all aspects of sales, marketing, leadership, management, member experience and operations. He currently serves as the Co-Founder, President & CEO of Active Sports Clubs/Active Wellness. He also is the Founder, President & CEO of BMC3. He has served as the Chairman of the Board of Directors for IHRSA and MACMA (Mid-Atlantic Club Management Association), been a Board Member on ACE’s Industry Advisory Panel, Club Business Pro’s Advisory Panel, The Wellness Health Education Advisory Board and was a contributing faculty member of Club Success Magazine.