FIBO USA • OCTOBER 17-19, 2019 • MIAMI BEACH
AKTIV IS ON A MISSION ONE-ON-ONE WITH HERMAN RUTGERS
CLUB ADVICE FROM YVAN MIKLIN
JUNE 17, 2019 VOL. 1 NO. 2 WWW.FIBOUSA.COM
A REED EXHIBITIONS EVENT
FIBO FOCUS • June 17, 2019
TIME TO GET AKTIV FIBO USA EXHIBITOR FOCUS: AKTIV SOLUTIONS
AKTIV SOLUTIONS REMAINS ON THE CUTTING EDGE OF DYNAMIC TRAINING DESIGN.
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he mission is simple and straightforward: Establish safe, functional and revenuegenerating spaces to allow its clients to deliver extraordinary exercise experiences. It is a laser-like focus on that mission for the past four years that has allowed Aktiv Solutions to amplify dynamic training areas for health clubs and specialty studios alike. Over 25 years of industry experience has shaped the company’s design division, FitnessDesignGroup, and its mission to create safe, functional and revenue-generating spaces. “Integrating the principles of functional fitness with the technical expertise of functional design is our calling,” says Andrew Gavigan, director of education for Aktiv. “We’re crafting energizing and balanced operational solutions to
accommodate today’s explosive dynamic training trends.” As a part of Fitness Ventures International, founded by wellness industry entrepreneur Bryan Green, Aktiv Solutions is a turnkey functional training solutions provider to health clubs, boutique studios and everything in between. The company’s digital training products facilitate self-guided personal or group workouts for all fitness facility types and its Gym Rax® smart rigging solutions are established as the industry’s most scalable and refined storage and suspension training systems. “We deliver complete solutions, from planning and design, to fulfillment to programming specific to the functional training realm,” Gavigan adds. ”Our functional design expertise is second to none. We work to develop revenue-generating spaces www.fibousa.com
FIBO FOCUS • June 17, 2019
Aktiv Solutions delivers complete solutions, from planning to design, from fulfillment to programming. to assist our clients in the club and studio markets in remaining competitive and delivering extraordinary exercise experiences.” The Digital Experience Among its cutting-edge digital solutions is Aktiv TV™, a first-of-itskind, open platform that delivers self-guided training simply and cost efficiently for groups, small groups, individuals or as a passive assist for trainers. In addition, the company’s deep understanding of functional training led it to the creation of the Functional Training Ecosystem®, a conceptualization of all necessary elements that in combination create a highly experiential and effective environment for the way human’s want to exercise indoors and out. Aktiv also recently unveiled its 3
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Free Anchor™ system by Gym Rax. While still preserving the industry’s smallest footprint for specialized storage and suspension, Free Anchor establishes a free-standing cantilevered bay system capable of offering facilities operators relief from the cost and disruption associated with permanent anchoring. And realizing its concepts are better seen than simply read about, Aktiv developed its flagship workshop series, Designing The Exercise Experience®, which sets the tone for how to further develop engagement within the dynamic training areas of the club. The workshop provides in-depth training around its suite of products and digital solutions and, more importantly, how they integrate to establish the Functional Training Ecosystem. The company then works with coaches
to get the most out of their teams and the environment itself to ultimately strongly enhance the users exercise experience. Planning, Design and Social Media Beyond these concepts, Aktiv’s FitnessDesignGroup division brings something extra to its client partnerships. FitnessDesignGroup serves as the planning and design arm of the spaces Aktiv Solutions supplies, providing specialized functional design for residential and commercial facilities worldwide. Clients include universities, global corporations, hotels and resorts, boutique studios and commercial health clubs. “Our team brings expertise and cutting-edge facility planning, design, market research
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FIBO FOCUS • June 17, 2019
THE ACTIV FOCUS AT FIBO USA
Aktiv’s goal is to create an experience that motivates members to consider the facility a valued destination. and technology integration in support of our club and studio clients served by Aktiv,” says Lauren Heckmann, director of design for FitnessDesignGroup. “We’re focused on helping operators optimize for guest accommodation and elevated experiences in today’s highly competitive and demand-driven exercise environments.” Aktiv’s social media efforts are robust and designed to support the greater Aktiv community as well, carrying the mantra #getAktiv! The company actively uses social media to highlight its clients’ successes, share valuable industry information and offer product use ideas and solutions. “The fitness industry is rapidly changing and constantly evolving,” 4
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Digital Self-Guided Training Solutions • Aktiv TV is a first-of-its-kind, flexible content management and distribution platform that offers a limitless exercise builder to facilitate any genre or skill progression, delivering dynamic, resultsdriven workouts and workout-of-the-day programming. Aktiv TV lives within an infinite scalable footprint and serves as a fully deployed solution for fitness facilities of all types and sizes. • Aktiv Virtual is an on-demand training experience designed to deliver individual and guided workouts for exercisers of all types and skill sets. Virtual trainers lead each user though the training session with expert-level coaching, personalization and motivation. Users select workouts by genre, time, degree of difficulty and even their favorite trainer. Training Gear and Partner Products • The Aktiv AQUA line of specialty tools incorporate water to create a unique stabilization challenge during functional movement. • Aktiv BANDS connect to the GYM RAX Bay and facilitate limitless movement patterns across all planes. • The Revvll ONE Variable resistance rope trainer provides a continuous strength training workout on demand. • Aktiv STRAPS next-generation suspension system facilitates interchangeable attachments. • GYM RAX is the industry’s smallest footprint self-anchoring rig. This is Smart Rigging, meaning there is no anchoring drilling or floor x-rays. GYM RAX Free Anchor system offers complete ease of installation and a flexible, portable design.
says Fitness Ventures International global head of marketing, Kim Kisner. “Millennials, and fitness enthusiasts in general, are demanding more than ever before from their workout spaces. They are seeking a social environment, varied functional workouts, digital technology and personalized attention. “Health clubs must focus on creating much more than a clean and safe place to train in delivering their value proposition today. Experiential engagement in all facets of retail today are critical,” Kisner adds. That’s certainly where Aktiv Solutions comes in. Its mission is to help operators succeed in these respects. “Our goal is first and foremost to create an exciting exercise
experience that motivates the end user to consider every space we design as a valued destination,” says founder Bryan Green. “With this approach, we work hand-in-hand with our clients to develop impact and differentiation in an increasingly highly competitive and growing fitness industry.” And that’s where FIBO USA enters the picture as well. Aktiv Solutions will be out in force to talk about facility design, its digital technology and creating a functional training ecosystem or anything in between. “We exist to help our clients create the most thoughtful environments and exercise experiences for their members,” says Green. “Bringing your brand vision to life it how we thrive.” n www.fibousa.com
FIBO FOCUS • June 17, 2019
FIBO FOCUS INTERVIEW
10 Minutes with Bryan Green IN THE TIME IT TAKES FOR A QUICK interval during a workout we caught up with Aktiv’s founder and CEO Bryan Green to find out what makes him tick, where he sees the fitness business headed and what his typical day is like. ON THE AKTIV BUSINESS… “Aktiv was born out of necessity. In designing so many specialized spaces over time we were continually challenged as trends began to drive towards movement activities requiring less, not more, equipment. There were huge gaps in what the market offered in terms of smart function and design related to basic elements like accessory storage and suspension. So we set out to fill that gap in a major way.” ON THE AKTIV ECO-SYSTEM… “Aktiv is all about building the brands of our clients. For us, we look at it as creating an ecosystem that helps create the environment to best stage that brand. When you approach it that way, collaboration is key and great things happen faster.” ON HIS PASSION… “I’m incredibly passionate about creating spaces that energize and inspire. Aktiv builds facilities that engage people to do just that.” ON THE CHALLENGES OF GROWTH… “We’re building a big business and it becomes harder and harder to work with our growing clientele on a personal level. We have the best team and they really care about the outcomes we are delivering. We look to fully engage and challenge clients to think differently about Functional. Not
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just our largest customers, but also the focused smaller format facilities that are integrating fitness-based solutions into new spaces and workplaces not previously a consideration.” ON THE TECH CHALLENGE… “Certainly our biggest area of growth. Our Aktiv TV platform provides exceptional room for innovation and distribution of selfguided training content over any genre. The demand for visual guidance and direction is immense within most commercial fitness spaces and well underserved today.” ON THE COMPANY’S CULTURE… “We are first and foremost in need of the same solutions as our clients’ companies — health and wellness and a work-life balance for our teammates. We look to encourage and create that balance.”
ON HIS BALANCE… “A daily commitment to improve and thrive.” ON THE FUTURE … “We’re pushing to evolve the marketplace to a point where we have much wider adoption in how the public deals with fitness. Today it is relatively inconvenient for anyone to go anywhere. If they can do it at home with mobile tech and coaching, why wouldn’t they? The answer for our clients is clearly socialization and deeper experience and it is up to us to help them create a much more defendable solution than we often see in the commercial marketplace today. It is largely about building a differentiated and value driven experience to keep their customers healthy, engaged and coming back for more.” n
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FIBO FOCUS • June 17, 2019
One-on-One with ...
HERMAN RUTGERS S
ince 2014 Herman Rutgers has been the International Ambassador for Reed Exhibitions/FIBO, helping FIBO in a consultancy role to expand globally. He recently organized and moderated the Sixth European Health & Fitness Forum, the opening congress for FIBO in Cologne on April 3, where he also launched his book on Marketing & Sales. Rutgers also assists FIBO China with selecting three international speakers and he will be speaking at the FIBO China Congress in August on international market developments. In addition, he will launch the Chinese version of the EuropeActive book on Marketing & Sales in the health and fitness industry. In addition, he is putting together the American Health & Fitness Forum (AHFF), the pre-launch event for FIBO USA. In addition to his work for FIBO, Rutgers is a co-founder and board member of EuropeActive, the trade association for Europe in Brussels, where he is currently organizing its 11th Executive Leadership Forum, a three-day invitation-only executive event with 50 CEOs from around Europe. As CEO of Global Growth Partners, Rutgers consults with various companies on international strategy and he is a board member for Basic-Fit, the largest European fitness chain. Herman Rutgers can be reached at herman@hrutgers.eu 6
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FF: That’s an impressive resume. How did you end up in such a wideranging position in the fitness business? Rutgers: By working hard and smart. Having had Augie Nieto, the founder of Life Fitness, as a boss, friend, coach and mentor has certainly helped, as has gathering the right people around me. Also, being at the right place at the right time — without luck I would never have been able to do all this. Obviously you have your finger on the pulse of the fitness business. So how would you characterize the state of the industry in both the United States and in Europe? The sector is in a very solid and healthy state. Just look at the steady growth and investments that are taking place around the world from serious investors, governments, health insurance companies and the medical world. What about in the U.S. health and fitness market in particular? The U.S. is further in its lifecycle than Europe and the rest of the world. We are talking in 2018 about www.fibousa.com
FIBO FOCUS • June 17, 2019
a penetration rate of total population of fitness membership of roughly 20 percent in the U.S., 10 percent in Europe and much lower penetration rates in the rest of the world. So we are far from saturation anywhere and there are still enormous growth opportunities globally. Take us through how that has happened in the fitness business here in America. After the birth of our modern industry some 50 years ago in California, it developed from bodybuilding/ strength focused (Fitness 1.0) into the aerobics phase (Fitness 2.0), then into fitness-cardio, strength and group ex (Fitness 3.0) and now we are entering the phase of Fitness 4.0, a more connected, holistic and well-being/ health-oriented sector, serving a bigger picture and relevance in society. Fitness is no longer limited to the four walls of the club — we will see more outdoor activities and (virtual) home fitness. Change will continue at an ever-increasing pace. What is the industry’s strength here in the United States? Many favorable macro trends are in support of our sector — the greying of society, the physical inactivity/ obesity crisis, increased interest in wellness/fitness, higher disposable incomes and the increase of corporate wellness, for example. And its weaknesses? There are still relatively high attrition rates and competition is based too much on price and not enough on the many benefits of exercise. There is a lack of reaching out to new target groups, such as the deconditioned and the older population, and the industry is not generating enough non-dues revenues. What are some of the unique challenges the industry faces globally? Staff selection and motivation, connecting with the government, 7
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positioning fitness not as a luxury (sales tax) but as a necessity (low or no tax). Also, connecting with the corporate health programs. If there is one thing that FIBO USA attendees should look to get out of the event in Miami Beach in October, what would it be? Simple. Learn from other operators and suppliers from around the world so that they can become even more successful. 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? Spend more time on selecting, training, developing, motivating and keeping great staff. Finally, in what direction do you see the fitness business in the U.S. headed in 2020 and beyond? In Europe we are working on a new mantra that would say, “Growing the sector to 100 million members by 2030.” We should maybe consider having the same goal or stake in the ground for the U.S. — growing the U.S. from 62 million in 2018 in the next decade to 100 million members by 2030. Where are those numbers going to come from? Growth opportunities will come if the industry continues to innovate and invest in people, products and programming and will reach out to new target groups. We must realize ourselves that competition will not only come from within the sector but also from outside. Companies like Apple, Amazon, Microsoft and Google are already beginning to enter our sphere and we must decide how we will cope with them. One thing is for sure, we are in for very exciting and interesting times ahead and FIBO USA will be a platform to illustrate what this could mean for the industry. n
WHAT ROLE DO YOU SEE FIBO USA PLAYING IN THE U.S. FITNESS BUSINESS IN 2019 AND BEYOND? FIBO is the event for everybody. It is holistic and a broad church, meaning the event is targeting for-profit fitness, not-for-profits such as the YMCA, vertical markets, corporate, military, fire, police, education, cruise ships, leisure and home fitness. It is aimed at CEOs, managers, trainers, investors and consumers. It is both B2B and B2C, making it a unique concept that does not yet exist in the USA.
WHAT DO YOU PLAN TO LOOK FOR SPECIFICALLY AT FIBO USA 2019? To create an event that has world-class speakers and presenters that other fitness events in the U.S. do not offer. It is a truly global event, sharing knowledge and new ideas and innovation with the U.S. market from around the world.. www.fibousa.com
FIBO FOCUS • June 17, 2019
LISTEN THEN GIVE THEM WHAT THEY WANT FROM YOU
Exceed Member Expectations with Exemplary Customer Service Practices By Yvan Miklin
President and CEO at Aquila/On-Site Health & Fitness Management
The boutique fitness center movement gets a lot of things right when it comes to customer service and the explosive growth of the movement in the most recent surveys is proof that members agree. Taking a cue from boutique studios, here are a few ways every fitness center can improve relationships, member retention and referrals. 1. Create an experience Millennials especially are engrossed in daily health pursuits and place a much higher value on experiences than on equipment. Leverage technology to provide an experience for your members that includes regular, meaningful communication even when they’re not working out. Personalized email and app messaging draws members into your gym community, keeps them goal-focused and keeps your facility top of mind. Some boutique facilities have also discovered the power of event planning. From employee appreciation events to adult birthday parties and pop-up 8
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workouts, health-conscious consumers want non-traditional options that include a little sweat. As with any programming, it’s an acute eye for detail that provides a memorable and positive customer experience, so make sure you’re providing quality events and communications that improve member relationships and fitness center credibility. 2. Tailor to fit your population The latest IHRSA report reveals that Generation Z and Millennials are the top consumers of boutique offerings such as High-Intensity Interval Training (HIIT), yoga and boot camp training. That speaks to the younger crowd’s propensity to seek out experiences and connection with others rather than solo workouts on machines. Taking it a step further, many members age 34 and younger find value in “suffering” with friends, creating memories of shared workouts and training experiences that challenge them physically and push them to their limits. Past the mid-30s, members generally use their gym time to work on goals in solitude. They prefer treadmills or
ellipticals and will spend 30 minutes to an hour on one machine or in a low-impact class like yoga or aquatics training. 3. Fit this to your customer service With these facts in mind, you have to • Know your members • Ask them what they want • Give them what they want Throughout the process of asking for member feedback via surveys and suggestion boxes, it’s important to enlist trainers to promote participation and encourage members to be heard. That extra effort generates more complete member feedback and increases member satisfaction. Everyone wants to be heard and provide input and the more that happens and results in action, the more ownership and loyalty your members will feel toward your facility. n Yvan Miklin can be reached at yvan.miklin@aquilaltd.com
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