Wednesday 13 - For a fee | ForumClub

Present and future of fitness clubs, between technologies and customers' experience

Wednesday, February 13, 2019
Time: 10:15 - 11:15

Sala ITALIA (PALAZZO DEI CONGRESSI)

Mega trends that are revolutionizing many sectors generate a new emerging market, full of opportunities and risks. For the first time in Italy from the US, Bryan O'Rourke - one of major experts on the globe on technology for health and fitness - will explain how to benefit from this revolution focusing on current and future dynamics.

From a general perspective, he then will enter into our sector with interesting examples and projections starting from a premise: technology allowed new business models that can do things that human beings, by themselves, couldn't do on a large scale. This is why many successful brands, also in the fitness sector, have already decided to enhance the human factor by using technological devices to raise quality standard of services and expand customers' experience.

General Session

Speaker:
Sponsored by
Alt

Sale is a stage

Wednesday, February 13, 2019
Time: 11.30 - 12.30

Sala BIANCA (PALAZZO DEI CONGRESSI, piano terra)

Theater teaches listening, awareness and writing techniques that can be easily applied to negotiation processes because they are about real life, not fiction. The aim of this session is making attendees more effective sellers through some exercises and key suggestions deriving from the speaker's performative experience and thousand-year-old theater techniques, starting from role awareness up to concentration, for a successful result (applausi)!

Addressed to: owners, marketing and sales managers

Speaker:

Activate the "motivator", deactivate the "saboteur": change the paradigm to achieve (and retain) a new market

Wednesday, February 13, 2019
Time: 12:00 - 13:00

Sala ITALIA (PALAZZO DEI CONGRESSI)

According to Professor Benedetti's studies - one of major researchers on the globe in the field of neuroscience - word are an extremely powerful tool of motivation or demotivation. The way people communicate with words is essential in the fitness sector because users' motivation - especially the potential ones - determines whether they will attend a club regularly and for a long time. Besides, hope and motivation are the only "engine" that allows the human being to start and continue a journey.

The good news is that it's easy to open up new interesting scenarios also in the world of fitness and, more in general, in health and active ageing. David Mariani and Fabrizio Benedetti will explain how our organic chemistry - based on 4 pillars - and our limbic system affect our choices, our purchase behaviours, and our resolution in doing new activities. They will unveal a new strategic operational model whose goal is to reach a big portion of population made of inactive people who've never entered a fitness club. They will do it by changing the way most clubs address consumers nowadays (i.e. activating the "saboteur" instead of the "motivator") and replacing it with a new approach - psychological and motivational - to fitness and wellness, aimed at longevity and physically active.

General Session

European funds and new forms to support change and innovation in swimming pools

Wednesday, February 13, 2019
Time: 14.30 - 15.30

Sala AZZURRA (PALAZZO DEI CONGRESSI)

   AQUATIC MANAGEMENT   

Moderator: Marco Sublimi

Addressed to: owners and managers of swimming pools and sport managers

Speaker:

From fitness club to sport centre of the future

Wednesday, February 13, 2019
Time: 14:30 - 15:30

Sala ITALIA (PALAZZO DEI CONGRESSI)

Two parallel stories, the one of Vito Scavo, today COO of McFIT, and Ralph Scholz, CEO of McFIT The Mirai project, merged into a visionary endeavour where they walk side by side.

They will unveal McFIT's vision, its expansion plans and huge project The Mirai, i.e. the biggest fitness centre in the world. They will share the stage to tell about the idea to create in Oberhausen, Germany, a futuristic structure dedicated to fitness and conceived to welcome millions of visitors whose name in Japanese means "future".

General Session

Sponsored by
Alt

Fitness Manager Experience Lab

Wednesday, February 13, 2019
Time: 14:30 - 17:00

Sala VERDE (PALAZZO DEI CONGRESSI)

Practical workshop where each participant learns concretely how to use digital and social tools for professional personal branding, successful social campaigns and online positioning.

Registration is required and subject to availability.

Addressed to: owners, marketing and sales managers

Sponsored by
Alt

A subversive approach to fitness

Wednesday, February 13, 2019
Time: 16:00 - 17:00

Sala ITALIA (PALAZZO DEI CONGRESSI)

Officina del Movimento - a young club based in Abano Terme that won the Club Award 2018 in the "Innovation" category - calls itself "the non-fitness club". With courage and determination, it challenged the status quo and reinterpreted the concept of fitness and of club, committing to innovation also in terms of communication and marketing.

A one-of-a-kind business outside the box, whose creation was built on a very clear base. Adrian Sgarabottolo, brave and day-dreamer entrepreneur, will present an Italian successful case history, showing all the phases of a project that is all about functional training. Functional to what? Come and find it out!

Addressed to: owners, managers, marketing managers, technical managers

Facebook and Instagram: how to create successful advertising campaigns thanks to target audience

Wednesday, February 13, 2019
Time: 16:00 - 17:00

Sala BIANCA (PALAZZO DEI CONGRESSI, piano terra)

Facebook and Instagram for businesses are becoming less social network and more media platforms. Algorithms of the main social networks - which "distribute" contents to users - penalize more and more organic posts published by Brands. So investing in advertising is crucial for those who want to communicate effectively and reach their target audience. The risk to throw money away is high if people can't manage properly the many variables of an online advertising campaign (goals, targets, positioning, budget, contents etc.).

In this session Carmine Preziosi, expert of web and social media markerting, will guide people towards the creation of a successful method to manage advertising campaigns on Facebook and Instagram, focusing on customized targets through retargeting and much more. Thanks to this method - with the use of practical examples - he will show how to create a marketing funnel on Facebook and Instagram that can generate more engagement with ideal audience and raise sales.

Addressed to: marketing and sales managers, social media experts, webmasters 

Speaker:

Necessary professional titles to work in sport centres, aquatic centres and fitness clubs

Wednesday, February 13, 2019
Time: 16:00 - 17:00

Sala AZZURRA (PALAZZO DEI CONGRESSI)  

   AQUATIC MANAGEMENT   

Professional qualifications that employees and collaborators of sport centres, fitness clubs or swimming pool must have, are the result of many rules: regional laws, sport rules and, last but not least, payment regulations.

The session should clear out this difficult scenario and show which professional features should have all those who work, in different roles, in a sport centre.

Addressed to: owners, HR team, collaborators, technicians of fitness clubs, sport centres and swimming pools

Speaker: