Tap into the latest thinking, key market insights, articles, surveys, and interviews from the team at the IFBA.

What Makes a Strong Brand?

Whether you’re a one-man-band or a multinational conglomerate, your brand is one of the fundamentals of success. And branding is becoming an increasingly important element in the strategy of any ambitious business: consumers want to know, now more than ever, that they’re buying into a meaningful mission before they part with their hard-earned cash. Strong brands…

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What Makes a Successful Coach in 2021?

In today’s increasingly competitive fitness industry, the definition of what makes an ‘outstanding coach’ is changing.  Ten years ago, a sound technical foundation and good communication skills would get you 90% of the way. Today, those things are the bare minimum. As online fitness reaches new levels and clients become increasingly discerning, it’s now harder…

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Maximising Additional Profit Streams: Retail and F&B

The Modern Training Gym model is based on maximum yield per client: going deep (not broad) and providing a full-stack, one-stop, premium service that caters to their every need. This in turn increases retention (as we’re serving our members exceptionally well) and maximises customer lifetime value.  Although a relatively small part of the revenue pie,…

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The Staged Sales Process

The Modern Training Gym model works. As gym owners who understand what it takes for people to reach their health and fitness goals, we know that. But our potential clients probably don’t. If they’re looking to lose some weight, get strong, get fit – whatever – they’ll shop around for a way to get this…

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How to Build a Superstar Team: Psychological Safety

Trust, confidence, collaboration, creativity: we all want these things for our teams, right? But without psychological safety, none of these states can exist. Psychological safety is about how people feel at work.  If it’s high, then people feel OK making speaking up with an idea or a contribution – they’re not scared of feeling ignorant, incompetent,…

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Branding: It’s Not All About the Client

The right people can fast track your success as an employer. But the best talent – the staff that will bring all their skills, potential and motivation and pour it into their work – are going to be picky about who they work for.  And even if you do manage to find the perfect recruit,…

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The Assessor: Driving Sales and Retention

Sales have changed.  It’s no longer a case of ‘build it, and they’ll come’. The power has shifted to the consumer, who is (rightfully) demanding more from their fitness provider. They want the experience of buying to be centred around their needs; to have a tailored purchasing journey carefully mapped out, and a guide to…

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Marketing Your Fitness Business (Post-Pandemic)

The pandemic has levelled the industry playing field, making colossal success more possible than it’s ever been.  In one sense, the flooding of the market with unregulated (often poor quality) products is good news for those of us with our ducks in a row. But in such a crowded space, how can we make real…

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The Benefits of Small Group PT

The fitness industry is in flux.  What used to work, doesn’t anymore. The competitive landscape is changing, creating both threats and opportunities for both existing players and new outfits alike. In this time of uncertainty, one thing’s for sure: more people than ever want to proactively look after their health and fitness. And as this…

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