The  Future  –  Progressive  Opportuni3es  in  the  Health  &  

Fitness  Industry  Bill  McBride,  President  &  CEO  Ac3ve  Sports  Clubs  /  BMC3  

Bill McBride

Bill   McBride   is   a   health   club   industry  veteran   who   has   over   25   years   of  experience.    He  is  currently  President  &  CEO   of   Ac3ve   Sports   Clubs   and   BMC3,  his   consul3ng   company.   McBride   is  interna3onally   recognized   for   his  exper3se   on   the   industry,   leadership,  management,  sales,  sales  management,  reten3on,   marke3ng,   excellence   in  opera3ons  and  designing  the  customer  experience.   He   recently   completed   5  years  of   service  on   the   IHRSA  Board  of  Directors  as  Chairman  &  Ex-­‐Officio.      

Active Sports Clubs – Based in the San Francisco Bay Area

10 Commercial Health Clubs 1 New Functional Training Test Studio – “The Zone” Launching first true “The Zone” site in September ‘15 2 Hospitals 2 Community Centers 1 University 45 Corporate, Residential and Commercial Sites

Throughout the US:

Warm  Up  

v Team  “Black”  v Team  “Gun  Metal”  

 

Your  Core  v Your  core  should  be  clear  v Strategies  change  v What’s  in  the  “white  space”  that  needs  to  be  filled?  

v What/Who  is  the  “community”?  v Are  you  chasing  an  old  model?  v Are  you  racing  to  the  bo\om?  v Spending  more  $  is  not  a  strategy  v Helping  People  =  Selling  More  (Fill  in  the  blank)  

Subs3tu3on    v Public  Fitness  Access  

v Residen3al  Community  Expansion  of  Services  v Medically  Based  Wellness  v Corporate  Fitness/Wellness  Centers  v University  Based  Fitness  Centers  v Community  Centers  /  Non-­‐Profits  v Self  Directed  /  Connec3vity  /  Virtual  v Parks  &  Rec  

What  will  be  the  same?  v Mind  Body  v  Dance  v  Cycling/Cardio  v  Func3onal  /  Strength  

v  Convenience  v  Desire  for  Energy  &  Connec3on  v  A\rac3on  of  Groups  /  People  v  Variety  /  Progression  v  Science  v  Behavioral  Readiness  For  Change  v  Increased  Technology  v  Increased  Medical  /  Wellness  emphasis  

The  Need  For  “Exper3se”  v Providing  something  people  need  and  can’t  get  easily  elsewhere  

v Unique  Programming  v Mee3ng  “unmet”  Needs  

UNIVERSAL ACTIVE PROGRAM– Across All Sites

Click to edit Master title styleGROUP FITNESS

Active Retention Model

COMMUNICATION & MARKETING STRATEGY

Kevin  Plank,  CEO  of  Under  Armour  

v Why  Under  Armour  Is  Buying  Up  Fitness  Apps  v h\p://www.bloomberg.com/news/videos/2015-­‐02-­‐05/why-­‐under-­‐armour-­‐is-­‐buying-­‐up-­‐fitness-­‐apps    

Bloomberg  News  2/15/15  

Under  Armour  

UA  App  Stats  v Paid  $710M  (For  all  three)  v 120  Million  Users  /  72M  women  =  60%  v 4.2M  new  in  January  alone  v Adding  136,000/day  v Technology  agnos3c  =  over  400  different  devices  v They  now  have  the  largest  fitness  community  in  the  world  

v More  Workouts  =  More  Sales  v Mone3za3on  =  Adver3sing,  Subscrip3on,  Content,  Connec3vity  (S3ll  not  fully  defined  in  the  app  space)  

v First  “handshake”  with  company  

Under  Armour  Growth  

v Men’s  Apparel  v Women’s  Apparel  v Footwear  v Interna3onal  =  9%  of  sales  /  goal  50%      They  have  57  stores  in  China  

v Direct  to  consumer  

Under  Armour  

v Sell  more  shirts  and  shoes  v Technology/Innova3on  Company  v Fitness  Connec3vity  v Full  priced  brand  v Customer  not  trained  for  discounts  v Not  abandoning  athletes  

Ø Sell  more  shirts  &  shoes!  

Q&A...

Bill McBride Contact Information

Bill.McBride@ActiveSportsClubs.com +1 415-299-9482

www.linkedin.com/in/billmcbride www.BMC3.com

BillMcBride@BMC3.com