Club standards to increase

retention and attract new

members and markets

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.

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…..”

“A standard might simply be defined as a

set of rules for ensuring quality” ETSI

National/ Federal

• Top down

• regulation

• legislation

Sectoral

• Bottom Up

• Best practice

• Industry driven

Club • Business Objectives

• CSR

Where is your thinking?

Clone

Lone

Fact: Club standards attract new

members

Where's the evidence

Inverse analysis

Positive PR, Marketing, Safeguard

Process not product/service driven

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

Fact: Club standards increase

retention

Gym member touch points

What is the evidence? Evidence….

How to use standards to increase retention & reduce

costs

Unify Differentiate

Assure Direct

Club

Standards

International Quality Standards

Fitness Equipment

Aquatics Equipment

Pool Operations

Design Standards

Training Standards KCSFs

Difference between awards and standards

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

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

REGISTER OF EXERCISE PROFESSIONALS

International

benchmarking

UK, Australia, New

Zealand, Europe,

Ireland, South Africa

& …..

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

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

NSF International

The Public Health and Safety Company

Health/Fitness Facilities Standards

Live Safer™

Current Draft

Health/Fitness Facilities Standards

Available at:

www.standards.nsf.org

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

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

How to attract new markets

Benefits to Clubs

Medical- GP Exercise Referral – UK & Ireland

Credibility

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

UNESCO Chair in ITTralee

Transforming the Lives of People with Disabilities through Physical Education,

Sport, Fitness and Recreation.

Catherine Carty UNESCO CHAIR Project Manager 2013

22

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 Manager 2013

23

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 Manager 2013

24

- “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).

Functions of UNESCO Chairs and UNITWIN Networks

Catherine Carty UNESCO CHAIR Project Manager 2013

25

• “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 Manager 2013

26

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%

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

Manager 2013

Biopsychosocial Model

• WHO: The interaction of the individual with the physical and social environment

30 Catherine Carty UNESCO CHAIR Project

Manager 2013

International Classification of Function

31

http://www.rehab-scales.org/international-classification-of-functioning-disability-and-health.html

Catherine Carty UNESCO CHAIR Project Manager 2013

We must adapt

• What could you do in your club?

• 7 P Development policy

– Philosophy

– Processes

– Policy

– People

– Places

– Programmes

– Promotion

33

Catherine Carty UNESCO CHAIR Project Manager 2013

34

What can the fitness sector do to respond? How can we be a real force?

Catherine Carty UNESCO CHAIR Project Manager 2013

35

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

Drivers of Club Standards • Who are the key players?

• Why?

• Have some stakeholders not got a voice?

• Why?

APA Sector Fitness

Industry

Operations

Equipment

Design

• People • Business

• Design • Operation • Maintenance

• Universal Design • Sustainable

39

Catherine Carty IHRSA Las Vegas 2013

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

Catherine Carty UNESCO CHAIR Project Manager 2013

41

How to attract new markets

Exercise is Medicine

Health Insurance: Premiums and Benefits eg

Switzerland

Consumers /Media/ Government: Credibility,

Assurance, Avoid Punitive legislation

How to use standards to

increase retention

It costs 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

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

How to use standards to reduce

costs

People

Buildings

Energy

Programmes

Training

Marketing

Selling

Open Forum

QUESTIONS AND DISCUSSION

Contacts

kilianfisher@momentumbd.co.uk

www.momentumbd.co.uk

T (UK Office) +442079172780

M +353894322125

catherine.carty@ittralee.ie