Club Insider

The Club Insider Archives: August 2020

Lyle Ray Irwin
1949 - 2020

By: Norm Cates

Norm CatesNorm CatesLyle Ray Irwin was as close as you could get to the "Perfect Man." Why, Norm, you may ask, would you describe Ray as the "Perfect Man?" Well, Ray was a truly remarkable and an absolutely great human being! Ray was one of the best friends I've ever had in my life of 74 years. To all, I say this: Meeting Ray Irwin in 1974, and working with him, truly changed my life entirely and forever. There are not enough superlatives in our language for me to properly illustrate the enormous value I have for my friendship with Ray Irwin. But, I'm going to give it a good try. This very Special Cover Story honoring the life of Lyle Ray Irwin will share many reasons why I've come to describe him in such a glowing manner. Read More...

Jim Thompson, Sr. and His Family Team Celebrate 45th Anniversary of the Oakland Hills Tennis Club
By: Norm Cates

Norm CatesNorm CatesClub Insider is very pleased to bring to you this very special 45th Anniversary story, as we help James (Jim) Thompson, Sr.; his son, James Thompson, Jr.; and their entire family, their members and their friends celebrate that amazing achievement. The Thompsons are the owners of the Oakland Hills Tennis Club in Oakland, California, across the Bay from San Francisco. To have achieved 45 years of being in business in any industry or business is not just amazing, it's a tribute and clear testimony to the quality of the people who did it... in this special case... the entire family of James Thompson, Sr! And, to have achieved this in the tennis club industry is truly a great accomplishment! Read More...

Double Conversion Rates With This One Technique
By: Mario Bravomalo

Mario BravomaloMario BravomaloWhen something obviously works, that doesn't always mean it's easy. Take, for example, exercise... we know it obviously works, but it still takes a lot of effort. The same is true with LEAD CONVERSIONS: reaching leads faster obviously works better, but it takes a great deal of operational efficiency and effort. Research conducted with more than 20 companies clearly showed that leads that were called within the first minute have more than a 231% increased conversion rate over those leads called just 60 seconds later. The study, conducted by Velocify - The Ultimate Contact Strategy, clearly showed that, with each minute that passes, the conversion rate drops dramatically. Read More...

Four Ways Digital Tech Can Maximize Your Marketing Budget
By: Jillian Curl

Jillian CurlJillian CurlDirect mail is a highly effective marketing strategy for gyms and fitness clubs. Experts say that, on average, direct mail advertising gives a business a 13:1 return on investment (ROI). In this uncertain economic climate, however, many owners and operators may not feel confident spending their marketing budget on designing, printing and mailing costs. For clubs that aren't operating at normal capacity yet, digital marketing is a great, lower-cost way to reach current and potential members. Here are four digital marketing strategies you can start using right away... Read More...

Staff Stress Busting to Impact Performance During COVID
By: Karen Woodard-Chavez

Karen Woodard-ChavezKaren Woodard-ChavezAs each and every one of us under 85 years of age can attest to, we are living through an unprecedented time: economically, politically, culturally, generationally and educationally... all stemming from how we are handling our worldwide health pandemic. We have no experience with this and are in a time of constant change, conflicting information leading us to lack confidence in whom and what we believe, all of which creates constant uncertainty. Add to this, double if not triple, the workload for businesses (and families) due to learning and delivering new modes of operation which require a tremendous amount of repetition in training staff as well as members to get it right. And, the cost of getting it wrong is wayyyyyy too high. Read More...

Business Finance Depot Video Series: Equipment Leasing
By: Paul Bosley

Paul BosleyPaul BosleyPublisher's Note: In March, our friend and Club Insider Advertiser and Contributing Author, Paul Bosley, Managing Member of Health Club Experts dba Business Finance Depot produced a new video series covering various topics that may help you in your health and fitness club business. This month, we resume coverage of those videos, and over the next few months, we will be sharing each video and Paul's accompanying writing. To get maximum value, we recommend you to Tune In to both his written and spoken words. Read More...

How to Bootstrap Your Gym's Sales and Marketing During the Pandemic
By: Jim Thomas

Jim ThomasJim ThomasThe pandemic is affecting every gym operation differently: some gyms are going to go out of business; some will manage through it and be okay; and some will benefit hugely from it simply due to the kind of gym or service they offer. However, we simply can't stop marketing and communicating with our members and prospects, and now is the time to think about what we can do with what we have and where we are (play the hand we're dealt). So, with that in mind, here are some ideas for effective marketing activities you can do that cost little or no money and that every gym should probably be doing more of anyway. Some may work for you; some may not, but take a look and see what you think... Read More...

The Long Journey Back
By: Thomas Plummer

Thomas PlummerThomas PlummerChange is a part of life and a part of business. You accept the world as it is now, adapt to how you have to live and build a forward-looking life. There will be a short window of stabilization in the industry, followed by a second round of misery when the virus meets the flu season. As cases rise now, states are already reversing course and adding more operational restrictions, so we will have to operate on a week-by-week basis adjusting to what is happening at the time. The overall consensus is that, by the early summer next year, we will be working with vaccines, improved treatments and possibly the arrival of a saturation point where, as a group, we have moved past this thing. Until then, we will be regulated and restricted in our operations, and the clients will be dazed and confused by the ever-changing rules we will have to give them to get them into the gyms again. Read More...

The Claremont Club Permanently Closes
CLAREMONT, CA - As the Coronavirus Pandemic rages on, the toll on human life and the economy continues to escalate. For the health and fitness club industry, one of the more shocking and saddest losses has occurred with the permanent closure of The Claremont Club in Claremont, California. Mike Alpert, President and CEO, announced the closure in letters to staff and the membership. Read More...

IHRSA Goes Virtual With Innovation Summit
BOSTON, MA - In the blink of an eye, the landscape of the fitness industry changed. Now is the time to come together with the best minds in the industry to innovate, connect and thrive in the new economy. That's why the IHRSA Innovation Summit was created. This one-day interactive, virtual event will be held Thursday, September 17 on a unique digital platform. Watch inspiring, world-class keynote presentations, participate in timely and engaging education sessions, and interact with industry peers through online chat, all from the comfort of your home or office! Highlights will include... Read More...

Karen Woodard-Chavez Publishes New Book
Sterling Sales Skills: 125 Simple Tips to Polish Your Sales Success

BOULDER, CO - Karen Woodard-Chavez has published a new book, entitled: Sterling Sales Skills: 125 Simple Tips to Polish Your Sales Success. This book is designed to give you the tools to make your sales success simpler, more enjoyable and more profitable in the Business-to-Consumer sales arena. The book is written in simple brief "Tips" for easy implementation. Whether you are a sales professional veteran or new to the selling profession, each tip will provide you with insight to go further faster and increase your productivity through polishing your skills, behaviors and processes in the following areas... Read More...

Norm's Notes for August 2020
By: Norm Cates

Norm CatesNorm CatesHello Everybody! This is your Club Insider Founder and Tribal Leader Since 1993 checking in with our 320th monthly edition of Club Insider! Ladies and Gentlemen, I'm very happy to report to you that JUSTIN and I are well. I'm able to see well now with my left eye (while my right eye still remains essentially blind); thus, I'm able to write this to you all. Read More...

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