FIBO Focus | July 1, 2019

FIBO USA • OCTOBER 17-19, 2019 • MIAMI BEACH

HYROX ROCKS

GET READY FOR IT! COMPETITION FOR EVERY BODY TO TAKE FIBO USA BY STORM

JULY 1, 2019 VOL. 1 NO. 3 WWW.FIBOUSA.COM

A REED EXHIBITIONS EVENT

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FIBO USA EXHIBITOR FOCUS: HYROX

ROCK ON UNIQUE CONCEPT IS GIVING FITNESS TRAINING A REAL GOAL — AND IS BRINGING THE WORLD TOGETHER.

T

wo years ago three fitness and marketing executives recognized a glaring gap in the world of global fitness and they set out to fill it with a unique marketing and event concept. The result has been the overwhelming success and adaptation globally of HYROX.

HYROX is inspired by a simple idea that millions of athletes all over the world who consider functional fitness – or simply going to the gym – as their sport of choice don’t have a measurable competition. Well, now they do, thanks to Upsolut Sports, which was founded in 2017 by three partners combining their diverse

HYROX provides those who consider fitness to be their sport of choice a competitive goal to achieve.

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FIBO FOCUS • July 1, 2019

The HYROX concept fits in with the overall effort to increase and retain fitness participants globally. business backgrounds.

Managing partner Christian Toetzke has more than 20 years of experience in the global sports event business, with a diverse range of accomplishments, including founding the World Triathlon Series.

Two-time Field Hockey Olympic Gold Medalist, Moritz Fürste, brings an extensive sports network. And Michael Trautmann, founder of the advertising agency thjnk, brings global marketing expertise.

Together, their ambitious ideas and expertise means that HYROX is giving fitness training a real goal.

The Hyrox Concept “The HYROX community that has formed around the training program is a real phenomenon,” explains Toetzke. “HYROX provides all those who consider fitness to be their sport of choice a competitive 3

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goal to achieve.

“When used by our partners, HYROX club owners and trainers, tens of thousands of people have been activated to compete in this timed challenge containing eight segments of alternating running and functional workouts,” he adds.

Not only can this be used as a tool to increase attendance and enthusiasm, Toetzke points out, but clubs also get listed on the HYROX gym finder and get an added layer of exposure.

HYROX reaches its clients and their customers through its @HYROXWORLD Instagram and @HYROX Facebook accounts that are part of its greater marketing approach that also includes newsletters, gym activations, ambassadors and other efforts used to engage the HYROX community in a fitness lifestyle and

drive traffic to the website. The website is where people can find key information regarding registration, event details, workout tutorials and rankings.

Retaining Fitness Participation Toetzke sees the HYROX concept fitting in with the overall effort to increase and retain fitness participation globally. He believes the fitness industry is still growing, especially on a global scale, with plenty of new products entering the market, ranging from new boutique studio concepts to training apps and equipment.

“But every new innovation is focused on enhancing training,” he points out. “So how do you attract more people to fitness and, even more importantly, how do you attract people to get them more engaged in the way they train?”

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FIBO FOCUS • July 1, 2019

For more information or to register: www.hyrox.com

HYROX EXPLAINED

Use the promo code “FIBOUSA19” to receive a 10% discount.

HYROX, powered by its partner, PUMA, is the premium functional fitness competition designed for EVERY BODY, not just elite athletes. The competition, which hosts up to as many as 3000 participants per day in an indoor venue, starts with a one kilometer run, followed by one functional workout, repeated eight times. Not unlike a triathlon or marathon, participants across various divisions and age groups compete, finish and are timed (via chips) on the same course of functional strength training, high intensity interval and endurance challenges. Each season culminates with the HYROX World Championship event, which will take place in Berlin in 2020.

HYROX is the only competition that is indoors and timed via chip. Participants have access to their times as well as all the

That’s where HYROX comes on the scene.

“Through competitive events, similar to what marathons did for running, HYROX is filling this large gap in the world of fitness and will change the perception of many gym members,” Toetzke says, “Now training has a new, ongoing goal.”

The FIBO USA Effort FIBO USA is certainly all about promoting the HYROX concept to its attendees, who can register to be among the first to compete or spectate in HYROX, The Fitness Competition for EVERY BODY, the event 4

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series phenomenon that has already taken Germany by storm. In fact, FIBO USA 2019 will be the premiere event in the U.S., followed by New York, Chicago, Houston and Los Angeles.

This ambitious schedule fulfills the promise of the company’s core product — its events.

“We will ambitiously grow the number of events in Europe and the U.S., while entering the two densely populated regions of China and India,” Toetzke explains, while enhancing its services with gym partnerships, HYROX tutorials, the HYROX app and global HYROX rankings. n

others globally so that they can compete based on the exact same criteria and terrain, no matter which HYROX event they compete in. Therefore the goal to achieve is ever-changing, bringing new motivation to train in HYROX gyms or with a HYROX program every season.

For information on how to get involved as a gym, contact Steven Graves at steven@hyrox.com; 917-213-6139.

For partnership information: Ben Crandell, ben@hyrox.com To participate, or for any other inquiries: Sikeen Paroo at sikeen@hyrox.com

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FIBO FOCUS • July 1, 2019

HYROX IN ACTION

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FIBO FOCUS • July 1, 2019

One-on-One with ...

FRED HOFFMAN F

red Hoffman, the author of “Going Global: An Expert’s Guide to Working Abroad in the International Fitness Industry,” and the recipient of the 2007 IDEA Fitness Instructor of the Year Award, has been working in the fitness and health industry for more than 30 years. He holds a Masters Degree in Health Education and is certified by the American College of Sports Medicine (ACSM) and the American Council on Exercise (ACE). Fred was born in the United States and attended university in Boston, which is also where he began his career, and he has been living in Paris since 1989.

Hoffman is the owner of Fitness Resources, an education and consultancy company that specializes in staff training, professional career development, social media strategies and marketing solutions for health clubs, fitness centers, boutique studios and personal training companies.

Fitness Resources also provides expert services accompanying fitness companies with the launch, rollout and international market development for their educational programs and/or products.

He has collaborated with numerous companies and organizations on a variety of diverse projects, including Reebok, the OECD Annual Forum, Sveltus France, BOSU and KeepCool.

Fred Hoffman can be reached at fred@fredhoffman.com 6

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You certainly have been involved in a large number of fitness activities.

How did that all come about?

It’s a long story, so here is the abbreviated version. I have been very lucky to have had many opportunities to work internationally. Early in my career I was the fitness consultant for Reebok France and a global master trainer for Reebok International. I had many opportunities to travel internationally, so I was able to learn about what the fitness industry was doing on a global level and at the same time learn about different cultures.

What did that lead to?

I love to teach and to share, so I started to present educational sessions at conferences and conventions and I never looked back. I hold a Bachelor’s degree in Respiratory Therapy and a Masters Degree in Health Education, so I have been able to use my university education throughout my entire career. My interests have evolved and changed over the years and during the past decade I moved towards the professional development side of the industry — consulting and educating on a variety www.fibousa.com

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of topics such as management issues, communication, networking, social media and new technologies. These are subjects that interest me and it’s been an enriching transition.

So what’s your focus these days?

My main focus for speaking engagements is talking about the future of the fitness industry and what is essential for businesses to consider for future and continued success. This encompasses many different topics, including education, management strategies, generational issues in the workplace, social media and technology. I also speak to a growing interest in wellness, health coaching and medical fitness.

What are you telling your audiences?

That technology is changing the face of the fitness industry and it is shaking things up at a rapid pace. Big-box health clubs and fitness centers are no longer the norm as there is a lot of non-traditional competition in the industry. This includes boutique studios, the Crossfit model, boot camps, live steaming services, fitness apps, the Apple watch (and others), fitness trackers, chatbots and on and on. I enjoy bringing all of this to industry leaders’ attention and giving recommendations of what I believe is necessary for staying relevant and succeeding during the next few years and beyond.

With that in mind, how would you characterize the state of the fitness business in the United States? What are its strengths and weaknesses?

It is a vibrant industry, but like many others it is going through a lot of change. The Internet and technology, generational differences and economics have all contributed to this, but I think that it is good that we are seeing change. The industry needed to be shaken up a bit — health clubs and fitness centers have been 7

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selling memberships and programs the same way for many years. And unfortunately, we are only impacting about 20 percent of the population.

So hopefully some of the changes will help to attract and engage the other 80 percent.

What are some of its strengths?

Players in the industry are proposing alternate ways of working out and being active. Many are also partnering with the medical community, allowing them to get to the people who really need to exercise and make lifestyle changes. On a different note, more and more trainers are seeking higher education and certifications, which is helping to elevate the industry on a professional level. This, in turn, is helping to make the industry more credible overall.

How about weaknesses?

Some in the industry are still preaching to the choir, attracting the same 20 percent. Also, the public is not always taking trainers and instructors seriously. This is unfortunate, as there are some incredible fitness professionals who are having a positive impact on a lot of people’s lives.

Thus, we need to better educate the general public as to what we actually do, who we are, what education we have and what certifications we hold.

WHAT ROLE DO YOU SEE FIBO USA PLAYING IN THE U.S. FITNESS BUSINESS IN 2019 AND BEYOND? FIBO USA can provide opportunities for fitness professionals to learn new programs and learn about new products and services and it is a great networking opportunity. It will also allow fitness enthusiasts to learn about and experience more fitness modalities. Lastly, I believe that FIBO USA can also attract people who don’t normally work out to explore and learn about the fitness industry at large and hopefully interest them in participating in a fitness program.

What are some of the unique challenges the industry faces?

One major challenge that I see is the new competition to traditional health clubs. Again, those include steaming services, fitness trackers, smart watches, YouTube, etc. Many operators still do not see them as competition, but they are.

Can we learn from the examples of other industries that have faced the same challenges?

Entrepreneurs from other industries are seeing opportunities that some of our own industry people don’t see and they are coming in

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How important is social media to fitness clubs and what kind of investment does it take to have a significant social media presence in this environment?

Social media is extremely important for fitness clubs. Social media is a great way to market and communicate, but I highly recommend that clubs create a clear strategy for their social media and to manage it properly.

What does that entail?

To have a significant social media presence there is a need for investment. That does not necessarily mean a financial investment, but a time element as well. That is why I recommend having a clear strategy with specific goals and measured outcomes. Having a dedicated person or staff for social media is important as well — despite the size and scope of the club.

The camera catches Fred Hoffman during a rare moment of sitting still at a cafe on the streets of his hometown of Paris. Photos: Lise-Anne Marsal with different ideas and proposals. I actually find this a normal situation, but if the existing industry players want to continue and be successful, they need to start making some changes and look outside of the world of fitness. We can learn from other industries, such as the hospitality industry (hotels, spas, etc.), and we should.

as well as other areas such as management and communication. Studies show that employees across the generations appreciate opportunities from their employees to learn. I also encourage fitness professionals to go to conferences and trade shows like FIBO to see what is happening in the industry and to network with other professionals.

Since one of your areas of expertise is employee training, how would you rate the training most fitness clubs provide for their employees?

I am not in a position to rate the training most clubs provide, but what I can say is that I encourage all clubs to provide educational opportunities for their employees. Continuing education keeps employees and staff up to date on the latest trends, programs and products in the fitness industry

What could be done to improve that aspect of their businesses?

Education always leads to improvement, but also strategic planning for the next two to three years. It’s difficult to know how the industry will actually be any farther out than that time frame, but we do know that technology is going to continue to impact the industry, so we need to be educated and prepared for changes and managers need to budget appropriately.

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What one piece of advice would you give to the typical club owner or trainer on how to be better – and make more money – in the fitness business?

Quite simply, invest in your staff’s education and the club’s infrastructure. Learn from other industries and don’t stay complacent.

Finally, in what direction do you see the fitness business in the U.S. headed in 2020 and beyond?

Where are the growth opportunities and how do we take advantage of them?

I do believe that it is going to continue to grow. That is a good thing and should be encouraging for professionals in the industry. Growth opportunities abound, but I see the following areas as ones which will see significant growth and change — technology-based programs, a growing aging population, health coaching, professional certifications, more emphasis on nutrition and just getting people moving more. n www.fibousa.com

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