welcome If a week is a long time in politics, a year seems like a lifetime in our sector. Twelve months ago, Change4Life was on everyone’s lips. We were talking about the need for ‘soft skills’ training throughout the sector, if we are to be able to work the 50% of the population who are inactive. The conclusions of the TwentyTen Industry Consultation were just starting to crystallise, and finally, an innovative new workplace activity programme was just about to be piloted in London. Today: • Our Chairman Fred Turok has been appointed co-chair of the Responsibility Deal, a major Government public Health initiative, with the Minister of State for Health Simon Burns • Shift Into Sports, the workplace activity pilot, is being rolled out nationwide • The TwentyTen Industry Consultation has proven to be a highly successful catalyst for developing new strategic platforms for the industry which include:
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Developing the definitive Skills Agenda for the industry
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Enhancing our ‘Exercise as Medicine’ proposition
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Piloting a new Local Community Wellbeing Hub proposition
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Developing a clear evidence and consumer insight strategy.
Beyond our metaphoric walls, the Government has been changing the public health landscape and what is emerging are tremendous opportunities for us, as an industry. How can we, for example, help the new Public Health England deliver on its ‘sickness prevention’ remit? The Government now want employers to dictate the skills agenda, and given the fact that one of the principle conclusions of the TwentyTen Commission led to the creation of SPELG (the Skills Protocol Employer Leadership Group) we can safely claim to have preceded the Governments agenda – not follow it. We must deliver against the industry strategy, and we will. That is why this Flame Conference
is so important – it bridges the gap between national strategy and local delivery. Jim Lawless, our Keynote speaker asks how should your team win the hearts and minds in their local markets? How can you grow and nurture your team and still meet corporate goals and targets? Is segmentation marketing, based on deep insights of people who walk through your doors a reality or a dream? Take notes whilst Dr. Melvyn Hillsdon Ph.D reveals pearls of wisdom born out of a decade of reading our market. The list of experts is long and the programme is packed. You will learn. You will be entertained. You will be inspired. But above all, you will go back to your office with a new found knowledge and skills. Your job then is simple: inspire, excite, motivate, teach and lead your team.
I hope you have a great conference.
David Stalker Chief Executive Officer Fitness Industry Association
Golf Day – 12th July 2011 Telford Hotel and Golf Resort, TF7 4DT The Pre-Conference Reception The Golfers
The Clinic and Spa Package
The FIA Golf Day prefixes the Flame Conference, giving you the perfect opportunity to enjoy a friendly yet competitive game of golf whilst networking with peers.
Not a confident golfer? Not to worry - build your confidence at our two-hour Golf Clinic and learn all the skills of golfing. Then kick back and relax with a treatment of your choice, enjoying full access to all luxury spa and fitness facilities!
Designed by renowned architects John Harris and Brian Griffiths, the 18-hole championship golf course will prove a challenging test for golfers of all abilities! The course has a mix of water hazards, treelined fairways and stunning picturesque views across the landscape, making the course at Telford an ideal venue. The competition will be stableford four-ball with two tee-off positions. Additionally there will be longest drive and nearest the pin competitions and a trick shot show to keep you entertained. Enjoy a full day of golf including… • Tea/coffee and a breakfast bap • Lunch • 18-hole four-ball Stableford competition • Drinks reception, three-course dinner and Golf Award Ceremony.
Relax and unwind with… • Two-hour Golf Clinic with Golf Pro David Edwards • Champagne lunch • A choice of treatment and full access to all spa facilities • Drinks Reception, three-course dinner and Golf Awards Ceremony.
Whether you are just joining us, or have been with us throughout the day, the Pre-Conference Reception is the perfect way to kick start the conference, with a drinks reception, threecourse meal, Golf Awards presentation, and of course no shortage of entertainment…
Accommodation Prepare to be wowed and amused by the “best Trick Show Entertainer in the world,” David Edwards! His dry sense of humour and ‘the tricks’ up his sleeve are sure to amuse and astound.
There is accommodation available at Telford Hotel and Golf Resort for those on Golf and Spa packages. These rooms can be purchased as part of your overall package.
FIA Conference 2011 Integrate, Educate, Celebrate
13th July: programme for the day 08.00 – 09.00 Conference registration
09.15 – 09.30 Welcome: David Stalker – FIA CEO
09.30 – 10.30 Conference opening Keynote: Jim Lawless: Ten rules of taming tigers
Tea and coffee break 11.00 – 11.45 Management: Jim Lawless: Your business is either engaged or it’s in trouble Personal Development: David Hyner: Massive goals – because not all stretch marks are bad Fitness Management: Kris Tynan: The ten secrets of gym floor excellence
Wellness: Dr. Tim Anstiss: Motivation, wellbeing and the happiness economy
12.00 – 12.45 Innovation: Paul Sloane: Why making your current business better isn’t enough Leadership: Nic Jarvis: Leadership – more questions than answers Technology: Rob Gregory: Connecting with the customer – putting the web to work Health: Carl Bennett: How to create a meaningful physical activity continuum
Lunch
14.45 – 15.30 Personal Development: David Hyner: Brain power and peak performance – joining the dots Communication: Kenny Harris: Presenting with two brains – how to engage and inspire any audience Fitness Management: Kris Tynan: Interactive instructors – making fitness staff accountable Health: Ben Pratt: Tackling obesity – confusion or clarity?
Tea and coffee break 15.45 – 16.30 Management: Emma Sargent: Influence – the power and the story
13.30 – 14.30 General session: Humphrey Walters: You can’t fire a cannon out of a canoe
Innovation: Paul Sloane: If you’re not failing, you’re not innovating
Retention: Dr. Melvyn Hillsdon Ph.D: Retention – how to fine tune your strategy Exercise: Dr. John Searle OBE: Exercise referral – time to improve the outcomes
16.45 – 17.30 Keynote: Humphrey Walters: Connecting and the art of creating high performing cultures Inspiration: Kenny Harris: We can all be heroes – life lessons from unlikely legends Management: Steve Jack: Creating a powerful secondary spend culture Wellness: Fiona Cosgrove: The coach approach – putting the customer in the driving seat
the presenters
David Hyner 11.00 – 11.45: Massive goals – because not all stretch marks are bad
Jim Lawless Conference opening Keynote 09.30 – 10.30: Ten rules of taming tigers
11.00 – 11.45: Your business is either engaged or it’s in trouble
You are writing the story of your life. You must be, mustn’t you? Who else can be holding the pen? The question is: Are you choosing what to write or is your inner tiger dictating your story to you? In this entertaining and inspirational Keynote presentation Jim Lawless explains how he wrote Ten Rules For Taming Tigers, described by Champion Jockey Richard Dunwoody as ‘the antidote to self help,’ how a £1 bet tested those rules to breaking point and how his life changed as a consequence. You will learn that time is limited, that there’s no safety in numbers, that you need to rewrite the rule book and challenge everything, that doing something scary every day is good for tiger taming and that the tools for taming your own tigers are all around you.
Want to know the real reason that Apple, Virgin and Innocent are winning hearts, minds and markets? Want to know why skill and attitude have become scarcer than capital and what it means for your to-do list? Then this is the seminar for you. In this fast-paced presentation Jim Lawless explains why the customer now demands an engaged organisation and why the disengaged are losing money fast. He explores the meaning of engagement - clue: it isn't an annual questionnaire or a comms project. He unpacks the new and vital role of integrity and explains exactly what it means for your businesses. In this fascinating session Jim will reveal the seven (endemic) leadership mistakes that will disengage pretty much any organisation and highlight the five key foundations for creating connections.
Category: Keynote
Category: Management
Information is not power, it’s the application of information that’s powerful. In this high energy presentation, the dynamic David Hyner will explain why setting SMART goals sets us up for mediocrity at best. He will then introduce you to a brand new goal setting and targeting system that has been influenced by Ralph Gold, one of the most successful businessmen in the world. Having spent over 13 years studying high achievers - from captains of industry to champions of sport - David’s research clearly demonstrates that highly effective people are not extraordinary individuals but rather ordinary people who think and behave differently. David will teach you how to look ‘into’ rather than ‘up to’ successful people; he will reveal some of the key lessons he has learnt and he will show you how you can make them work for you. Category: Personal development
14.45 – 15.30: Brain power and peak performance – joining the dots Dale Carnegie said: “When dealing with people, remember you are not dealing with creatures of logic, but creatures of emotion.” In this fun presentation the always-entertaining David Hyner will reveal the part of the brain that controls your emotions and shows you how to use it to improve your ability to perform under pressure and to make more effective decisions. You will learn why feelings are so powerful and how to use emotional intelligence in your dayto-day life. David will reveal some simple techniques used by elite sportspeople that will help to make you more effective and he will give you some easy-to-use tips that will keep you motivated and focused. He will look at how high achievers approach negative feelings and emotions, he will highlight the difference between rhinos and cows and he will show you how to avoid energy vampires and mood hoovers. Category: Personal development
Kris Tynan 11.00 – 11.45: The ten secrets of gym floor excellence They have the knowledge, but do your young instructors and personal trainers have the soft skills they need to approach people they don’t know and truly engage them? In this nuts and bolts presentation the author of The Interactive Instructor, Kris Tynan, will take you through some of the fundamentals of fitness floor communication that will significantly raise the skill-set of your fitness team and make a huge difference to its confidence levels. Kris will explain why instructors can’t treat everyone else like themselves, how the one-in-100 rule works and why they need to be taught not to take rejection personally. She will demonstrate how a simple notebook can revolutionise their performance, she will look at why they should assume nothing and she will explain why customers don’t watch what your instructors say... Category: Fitness management
14.45 – 15.30: Interactive instructors – making fitness staff accountable Telling your fitness team to get out there and talk to members, just doesn’t cut it - never did, never will. You need to give your instructors some simple tools and strategies to use on the gym floor. In this highly practical presentation aimed at club owners, managers and fitness managers who want to get more from their fitness staff, the author of The Interactive Instructor, Kris Tynan, unpacks her box of tricks and shares six of the most successful strategies that she has worked with over the past twenty years, including: WOW! AM logs, Kodak moments, using the Greeting Zone, mini-surveys, name logs and SOS. You will leave with some easy-to-use tools that will enable you to measure the performance of your fitness staff and hold them accountable for results. Audience: Fitness management
Dr. Tim Anstiss 11.00 – 11.45: Motivation, wellbeing and the happiness economy Apparently the Government wants to use the nation’s happiness as national KPI. Quite why they want to introduce this metric now isn’t clear; maybe it’s got something to do with diverting our attention away from personal wealth as a measure of success - and that may not be a bad thing. In this no-holds barred presentation the always entertaining Tim Anstiss looks at the whole topic of wellbeing - what it is, why it’s such a highly desirable state, how it is measured and how it can be improved. He will explore the concept of engagement in life, he will explain the roles of meaning, purpose, mastery, connection and autonomy and he will unravel the role that motivation plays in all of this. Finally Tim will bring the whole thing back to the fitness industry as he outlines the part we can play and the opportunities that wellbeing and happiness present for switched-on operators. Category: Wellness
the presenters
Nic Jarvis 12.00 – 12.45: Leadership – more questions than answers
Paul Sloane 12.00 – 12.45: Why making your current business better isn’t enough “Innovation distinguishes between leaders and followers” comments Steve Jobs, CEO Apple. Having sold over 2 million copies of his books on lateral thinking, Paul Sloane is a recognised authority on innovation and leadership. In this high octane presentation, Paul explains why there is a need for innovation in business and how leaders can make or break the creative process. You will learn why making the current business work better is not enough and how making assumptions limits your ability to conceive great solutions. Paul will explain why outstanding leaders constantly ask searching questions, how to take a different point of view (and keep your job) and why breaking the rules is sometimes highly productive. This session is ideal for anyone who is involved in leading teams or managing change. Category: Innovation
15.45 – 16.30: If you’re not failing, you’re not innovating Do you have any CAVE men - Colleagues Against Virtually Everything - in your organisation? In his second presentation, Paul Sloane looks at how you can organise for innovation. He will explore the process of idea generation, explain why you should always aim for quality and reveal why deliberately taking a different point of view can reap rich rewards. He will look at the concept of weird combinations and explain why they often work, he will show you how to borrow ideas with pride and he will highlight the importance of looking outside for inspiration. Paul will show you how to manage risk and failure and how to implement ideas successfully. He will leave you with a checklist for success and demonstrate how leaders can be both arsonists and fire fighters.
Many organisations adopt a command and control mentality because of fear; fear of what will happen if they actually let their people think for themselves. In this presentation, Nic Jarvis explains why, when you build a largely feardriven culture in which the primary driver is to please others and look good, you inevitably create a climate in which leaders are rarely prepared to admit their mistakes and, by default, neither are the people who work for them. This kills innovation because it largely stifles those individuals who interact with the customer and thus produces a largely inert organisation in which most of the creative thinking comes from the top down. In more mature industries than our own - where much of the creative thinking comes from the bottom up - the most successful leaders tend to be self-effacing individuals who have the ability to ask the difficult questions and not see the answers as a threat to their very being.
Category: Innovation
Rob Gregory 12.00 – 12.45: Connecting with the customer – putting the web to work We know that social media provides opportunities for operators to enhance the way they interact with their customers through Facebook, Twitter etc. and that better quality interaction means less attrition. What we haven’t talked about thus far is developing a workable strategy that will enable you to utilise the platforms that are available to you to best effect. In this presentation, Rob Gregory starts with what you are looking to achieve, puts it into context (resources, constraints, corporate culture), explains why member segmentation is so important and explains how to put a value on the whole exercise - no point in doing all this stuff if it isn’t going to make a difference of some kind. Rob will then look at the tools you have available to you, outline a sample strategy, highlight some critical success factors (and how to evaluate them) and finally touch on how to integrate online with offline.
Category: Leadership Category: Technology
Carl Bennett
Humphrey Walters
12.00 – 12.45: How to create a meaningful physical activity continuum
Conference Keynote
The ability to demonstrate the impact and outcomes of health and activity initiatives is key to ensuring sustainable investment for the health and fitness industry. In this topical session Carl Bennett, a Senior Health Improvement Specialist in Stoke-on-Trent, looks at the difference between impact and outcomes and explains how you can align yourself to deliver both. Carl will highlight why competency mapping is crucial to the provision of the quality, skills, knowledge and capacity expected by key partners and he will outline how you can deliver activities that your local community actually needs. He will also discuss what type of skill mix you need to develop in order to ensure that you match the individual needs of the people you serve with meaningful progression-led activities that will enhance their health and wellbeing. Category: Health
13.30 – 14.30: You can’t fire a cannon out of a canoe Having worked with numerous successful sports teams over the past thirty years, Humphrey Walters is a master at helping sporting and business organisations to create winning cultures. In this compelling general session Humphrey will draw on his experiences with the Global Challenge (sailing’s toughest yacht race), England’s Rugby World Cup success in 2003 (during which he worked alongside Sir Clive Woodward to create the culture that changed English attitudes to winning) and Chelsea FC (during its most successful season ever in 2009/2010). He will also allude to his work with the GB swimming and judo teams in the Beijing Olympics and with the new Virgin Formula 1 team. There is simply no one better at extrapolating the lessons that can be learned from successful sports teams and applying them to the science of creating high performing businesses. Category: Keynote
16.45 – 17.30: Connecting and the art of creating high performing cultures In this presentation Humphrey Walters builds on the foundations of his general session and looks in more depth at how you can develop a corporate culture that enables you to get the extra 1% from your team that very often makes the difference. You will learn that perpetual optimism is a multiplier, that situations don’t give great performances - people do - and that ‘possibility thinking’ is a prerequisite for organisations that want to grow (you don’t know what you can get away with until you try). You will learn that attention to detail is everything and that great leaders are pretty much always great simplifiers. Most of all, you will learn that the ability to create connections at all levels of your business is the glue that will hold your dreams and aspirations together. Category: Leadership
the presenters
Ben Pratt 14.45 – 15.30: Tackling obesity – confusion or clarity?
Kenny Harris 14.45 – 15.30: Presenting with two brains – how to engage and inspire any audience
16.45 – 17.30: We can all be heroes – life lessons from unlikely legends
One of the key skills you need as you develop your career is the ability to present with power, passion and persuasion. In this workshop, Kenny Harris, Fellow of the Professional Speakers Association, will show you how to plan, structure and deliver powerful presentations that change what audiences think, feel and do. Kenny will show you a range of punchy openings that will grab attention and he will explain how you can turn your nerves from a weakness into a strength. You will learn the secrets of Barack Obama's passionate speaking style, how to identify the three key constituents of every successful presentation and which one is the most important. Kenny's presentations are always hugely entertaining and informative and you will learn just as much from watching him in action as you will from listening to what he says.
We all have heroes, and we all need heroes what lessons have you learned from yours? In this highly entertaining presentation that will stretch your emotions to the limit, stand-up comedian and raconteur Kenny Harris uses a range of highly unlikely examples to make the point that there’s a hero in all of us. You will learn that the Royal Marines have a sense of humour that sustains them in the most harrowing of situations, that Luciano Pavarotti doesn’t like crowd participation and why David Bowie is highly creative - not because of who he is, but because of what he does. You will learn that ordinary people do quite extraordinary things and that, while none of us are perfect, sometimes just accepting responsibility for our own actions is an act of heroism in its own right. This all-action presentation will be part seminar, part performance and wholly illuminating and inspirational.
Category: Communication
Category: Inspiration
In this highly topical presentation, Ben Pratt, the Research and Development Manager at Active IQ, will review some of the current wisdom around obesity and challenge the industry to modify its thinking. Having given an overview of obesity trends in relation to national dietary surveys, Ben will explain why science does not fully support low calorie solutions and ask if exercise is the ultimate obesity solution. He will review national activity levels, outline the findings of current research around exercise and obesity and examine the hormonal relationship with obesity management. If you want to bring yourself bang up to date with current thinking around obesity and its implications for our industry, this is the seminar for you. Category: Health
Emma Sargent 15.45 – 16.30: Influence – the power and the story Are you sitting comfortably? Then let’s begin: Writing in the Harvard Business Review, Warren Bennis, the celebrated business guru, said this about leadership: "Effective leaders put words to the formless longings and deeply felt needs of others. They create communities out of words. They tell stories that capture minds and win hearts." People have used stories since the beginning of time to communicate ideas and emotions, but most business leaders don’t use them enough in order to encourage the attitudes and behaviours they want to see in their organisations. In this seminar leading authoress and management coach, Emma Sargent, will show you how to use stories as a powerful tool for influence that will enable you to connect with your members, differentiate your offering and motivate your team. Category: Management
Steve Jack
Dr. Melvyn Hillsdon Ph.D
16.45 – 17.30: Creating a powerful secondary spend culture
15.45 – 16.30: Retention – how to fine tune your strategy In this powerful presentation, Dr. Melvyn Hillsdon Ph.D will reveal the answers to the following questions: What’s the difference in revenue terms between various membership types? Is marketing to high-yield members a cost-effective strategy? How much does changing the demographic mix of members affect retention? Should sales staff be rewarded equally for selling to all types of members? Can fitness staff activity be directly linked to membership retention? Should fitness staff be incentivised to interact with members? And what’s the cash value of fitness staff interactions in terms of pounds, shillings and pence? You will leave this seminar much better equipped to make informed decisions around how you market and sell your product and who you sell it to. Category: Retention
Dr. John Searle OBE 15.45 – 16.30: Exercise referral – time to improve the outcomes Exercise referral has a disappointing history. The fact that exercise is beneficial as part of the management of chronic disease is well established, but most of the studies of exercise referral schemes show that they do not achieve long-term, sustainable increases in activity levels. Under the leadership of the FIA’s Chief Medical Officer, Dr. John Searle OBE, the fitness sector, the Medical Royal Colleges and the Chartered Society of Physiotherapy have drawn up new standards of professional and operational practice for delivering exercise as part of the treatment of chronic disease and for those with significant risk factors for cardiovascular disease. In this presentation John outlines the new standards and explains why they should go a long way towards improving exercise referral outcomes. Category: Exercise
Most operators would like to think that they have an impact on retention and secondary spend, very few do. In this thought-provoking session from Steve Jack, you will learn how to develop a long-term programming matrix that will speak directly to your members’ needs, personalities and budgets. Steve will show you how to develop a secondary spend culture within your facility by creating targeted, programmed and packaged solutions that meet the needs of your members. He will explain the training that’s required to deliver such solutions, he will reveal the systems that are needed to support them and he will discuss the branding and marketing that is necessary to attract your members to them. This session will give you some take-home strategies that will help you think less like a facility manager and more like a solution provider. Category: Management
Fiona Cosgrove 16.45 – 17.30: The coach approach – putting the customer in the driving seat If the health and fitness industry is to increase its reach, we need to rethink and refine the way in which we deliver our products and services to the communities we serve. In this session, leading Australian Wellness Coach Fiona Cosgrove looks at the origins, definitions, boundaries and purposes of coaching as she explains why a change of approach to the way we deal with our members and clients is so important for the ongoing development of our industry. She will reveal how health and wellness coaching fits easily into the traditional health club model and she will explain how you can create a cultural shift in your fitness staff that will change their role from expert to facilitator. Fiona will then show you how to begin to structure a model that will enable you to develop the coach approach in your facility. Category: Wellness
The Ball of Fire – 13th July 2011 Telford International Centre, TF3 4JH The industry’s most prestigious award ceremony is back! Over 1,000 attendees every year, joining together to congratulate and applaud the best in the industry. Celebrating with good food, drinks and fantastic live entertainment - the atmosphere at the Ball of Fire is second to none!
Be part of the action: • Find out who has the spark as the first ever Spark of Innovation award • You’ve seen them around, but who is the number one Operator of the Year? • Recognise the individual who has made a difference with the Future of Flame award • Enjoy the celebrations as the UK’s finest clubs are awarded with the industry’s most prestigious Club of the Year Flame awards.
Make sure you book your place as this is an evening you won’t want to miss!
with thanks to our lead sponsors‌ Without their help, this crucial event would not be possible. The FIA would like to take this opportunity to thank them all for their support.
www.fia.org.uk T: 020 7420 8560 E: flame@fia.org.uk Fitness Industry Association, 3rd Floor, 77-91 New Oxford Street, London WC1A 1PX.