The 2017 JCC Professional Conference is designed to meet the needs of fitness and sports and wellness professionals from across North America. Learn the newest concepts, unique approaches, and strategies that will impact your everyday activities as well as those who use your fitness center. Share insights from peers and colleagues as well as learn new strategies and techniques from industry leaders.
You’ll leave with the ability to tell your JCC’s story to the right people in the right way so that you get them in the door—and keep them coming back. You will go home with new ideas and the tools to make it happen. Most importantly, you will meet and spend time with the others who do what you do and have the opportunity for an open exchange of ideas.
Fitness/Sports & Wellness Job Track Leader: Steve Becker, Vice President, Health and Wellness Services
Consults with sports and wellness staff about programming and facilities. Oversees programs and services for health and wellness, including Discover @ the JCC, DiscoverCATCH, and Lenny Krayzelburg-JCC Swim Academy. Educational coordinator for Sports and Wellness conferences, and preferred vendor contact for sports and wellness-related vendors.
Fitness/Sports & Wellness Job Track Sessions
Programing for Profit
Sunday, 1:45 – 3:45 pm
Casey Conrad, President at Communication Consultants, WBS, Inc.
Competition within the fitness market is at an all time high yet the percentage of people who are members of fitness facilities has not grown but a few percentage points in almost 30 years. Instead of competing for the same customers, facilities that want to truly grow membership with new-to-market prospects must take a different approach. Program Marketing is a powerful strategy that generates motivated prospects who successfully convert to members and also creates ancillary revenue streams with existing members wanting extra attention for a specific health issue/concern. In this session participants will learn the critical components of how to set up any program and details as to how to execute for maximum success in the short and long term.
- Why Program Marketing is a must in today’s competitive environment.
- What are the “Must” elements to creating a successful program.
- How to price and market any program.
- Keys to success and mistakes to avoid
Winning In a Customer-Centric World
Monday, 2:15 – 3:45 pm
Blair McHaney, CEO of Club Works, A Medallia Partner Company
Exceptional clubs don’t happen by accident and they appear in every strata of the marketplace—low-price, mid-price and high-price. Their common denominator is the conscious choice to make customer experience THE strategy and the adoption of a methodology that engages every functional area of a club into that strategy. Ultimately, it’s the realization that the customer is buying into an experience and you must understand and manage your organization to match the member’s idea of what an exceptional experience really is. Operational Customer Experience Management (OCEM) can get you there. But OCEM is a team sport and you should not leave any of your team on the bench. Everyone should be in the game and working toward the same result. If you want to learn how many of the world’s best companies, including fitness organizations, drive customer experience strategy, this session is for you – regardless of the size of your organization.
The Power of Boutiques – Leveraging that Power in a JCC Setting
Monday, 4:00 – 5:30 pm
Stephen Tharrett, Co-Founder, ClubIntel
“The Power of Boutiques” looks at the growing phenomena of boutique fitness studios and how they are altering the way consumers seek out and engage in facility-based fitness experiences. The presentation will begin by showcasing how the fitness industry landscape has been changed by fitness studios, followed by a brief discussion of the millennial generation’s purchasing practices and how these preferences are shaping the world of fitness. The talk will then conclude with a discussion of what some JCCs are doing, and what others should be doing, to leverage the fitness studio influence.
Growing Your Membership Base Through Programming and Service
Tuesday, 3:15 – 5:00 pm
Frank Guengerich, Chief Operating Officer, WTS International, Inc.
- How to engage all departments in the sales process
- How to leverage the programming staff to acquire new members
- How to engage the customer service and programming staff to maximize retention
- How to use events to acquire new members and retain existing members
Best Practices in the JCC Fitness/Wellness World
Wednesday, 10:15 am – 12:00 pm
Audrey Edwards, Health, Fitness and Wellness Director, JCCs of Greater Boston
A panel of JCC experts will share programming and management ideas that are helping their JCCs succeed in the competitive fitness/wellness world.