A new member says: “Thank you for your professionalism and care in enrolling me to the club. I was nervous and skeptical about joining, but you reassured me and helped me take the first step. I have since been consistent in my workouts and have achieved so much, at least for me. I have lost 16 pounds and have never felt better. I couldn’t have done it without the support from you and the team here. Thank you! You have changed my life.”
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Way back in 1960, a concept called the 4 P’s was introduced as a model for marketing a business. The P’s stand for product, price, place and promotion. And while all of those things are still important, the model itself is made almost completely irrelevant without a few more additions to the list; people, processes, and participation. This is especially true in the fitness industry.
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There is so much talk, hype and buzz around social media today. What does it mean for our industry? We all know that we should be on LinkedIn and have a FaceBook page, but do we really understand the power of social media? Do we understand the power today’s technology holds for enhancing our industry? I can tell you in the beginning, I simply didn’t get it.
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We all know there are many types of leadership; Positional Leadership, which is the least powerful – “I am the leader because I am the boss.” Situational Leadership, which is dictated by the needs of the situation and the skills and capabilities of those facing the circumstance… But the one that resonates with power, direction, purpose and inspiration is - Personal Leadership. We all have the power to choose our response to any situation. Do we fight, flee, surrender, compromise, negotiate? – It’s always a choice we have and a choice that dictates the outcome. A choice that comes from within. How will you chose when faced with the many challenges and opportunities that present themselves to you and your organization? With change comes opportunity... and our industry is changing. Our individual leadership can help us all to be a part of the solution for success.
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In what new and innovative ways do you expect to see club operators employing online services and social media in the coming year? Similarly, what insights/wisdom do you have to offer on the benefits of using these rapidly evolving tools? What used to be information has now turned into a conversation... the conversation about your club is happening regardless of your social media strategy. By having a comprehensive strategy, you are a part of the conversation and can set the tone, guide and inform.
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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.
5922 S. Gold Leaf Dr
Chandler, AZ 85249
Phone: (415) 299-9482
Email: BillMcBride@BMC3.com
Bill is a team-builder and a team-leader. He focuses on the essentials, and is a proven business builder. He is a hard-working guy who is, at the same time, easy to work. He brings out the best in those he works with and those he works for.
