Marketing and Sales are Key Themes at the 6th European Health & Fitness Forum
The marketing and sales concept of fitness clubs often make or break their success. However, the exponential growth of the fitness industry and the advent of the smartphone age call for part of these concepts to be revisited. This is precisely where the 6th European Health & Fitness Forum (EHFF) kicks in with this year’s focal theme “Marketing & Sales in the Fitness Sector”. For the sixth time now, top representatives from the international fitness industry will meet at the EHFF on the day before FIBO. The congress will be held at the Congress-Centrum Nord of Koelnmesse on 3 April.
Marketing and sales revisited
Between 2007 and 2017 the fitness market grew from 36 to impressive 60 million (EuropeActive/Deloitte) members – a remarkable growth of 67% over as little as one decade. This growth goes hand in hand with other changes that have impacted developments in the industry. These include the rise in low-cost clubs, the globalisation of the fitness industry, the acceptance of fitness as a mainstream sport, the emergence of boutique concepts, the influence of progressive technologies in both equipment and management systems, the invention of Apps and Wearables and the growing popularity of group fitness and virtual fitness. These developments have also caused a shift in advertising activities in the fitness segment. Traditional channels lose in importance versus online campaigns. The speakers at the EHFF show how marketing and sales are optimised and how operators can respond to increasing competitive pressure.
In the morning, the agenda features four keynote sessions with internationally renowned speakers. Alongside big names from the fitness industry, there will also be valuable input from other industries. This year David Greenfield will provide insights into the way Philips, one of the leading health technology providers, understands marketing and sales. Greenfield is Philips’ Global Head of Consumer Obsession & Digital Marketing and looks back on 15 years of experience in the field of digital marketing, sales and retail. Today, he manages global, strategic projects such as the new Direct-to-Consumer business and accompanies Philips’ digital transformation. At the European Health & Fitness Forum, he will speak about value-oriented consumer segmentation.
In David Patchell Evans, the EHFF welcomes one of the most successful operators in the global fitness industry. The founder and CEO of Goodlife runs one of Canada’s biggest fitness enterprises with 385 clubs and the fourth biggest in the world. Some 1.4 million people work out at Goodlife for which he employs to the tune of 13,000 staff. Patch is an extraordinary personality in the fitness industry. He has won more than 25 national and international awards, used to chair the IHRSA Board of Directors, is a two-times bestselling author, five-times Canadian rowing champion and a remarkable philanthropist. 2012 saw him receive the honorary doctorate from the Western University for his contribution to the health and fitness of Canadian citizens and his untiring support for autism research.
Jonathan Fisher is another well-known personality in the fitness industry visiting Cologne on this occasion. At just 26 years of age Fisher became the CEO of the Holmes Place Group, generating sales worth US$ 250 million today. He sums up his philosophy for Holmes Place as follows: “The majority of the population still does not exercise on a regular basis yet and the industry needs to open up to new offers. I think that things will move into a more holistic direction and I am proud to be at the forefront of this movement. We want our clubs to provide support – a springboard on people’s way to becoming the best they can possibly be.”
The fourth keynote speaker is Karsten Hollasch presenting the study “The European Market in 2018”. The study carried out jointly by EuropeActive and Deloitte forms an integral part of the EHFF programme and provides a valuable overview of the European fitness industry. Karsten Hollasch has gained experience in both national and international Due Diligence projects and is responsible for corporate and private equity mandates at Deloitte. In addition, he heads the industrial segment Consumer Business und Transportation and is therefore also in charge of the German Sport Business Group.
New: break-out sessions
While the morning of the EHFF is dedicated to the big keynotes, the afternoon will continue with a new format. Participants can select the topics of greatest interest to them from six different break-out sessions. The break-out session hosted by DSM Nutritional Products is all about personalised nutrition and Stephen Tharrett, co-founder of ClubIntel, will be talking about pricing, on the one hand, and the fourth Industrial Revolution, on the other. On top of this, club operators will present their successful marketing campaigns.
One Ticket, Three Events and One Trade Publication
Participants of the 6th European Health & Fitness Forum can not only take part in the full-day event but also have the opportunity for in-depth talks and networking at the subsequent evening event. Furthermore, they will receive a 2-day ticket for FIBO – plus – the extensive publication “Marketing & Sales in the fitness sector” by EuropeActive with a host of inspirations for marketing and sales as well as hands-on recommendations for operators. There are chapters on online and offline communication, pricing and location scouting, referral marketing and sales management, to name but a few topics.
For tickets for the sixth EHFF go to: www.europeactive.eu/events/ehff19