She has held managerial positions in marketing, communication and sales, working for renowned fitness brands (Holmes Place and Vivafit) and she boasts a solid academic curriculum. We are talking about Ana Pina, speaker at ForumClub 2018, protagonist of a session that'll explain to the public "The metamorphosis of the fitness market: new formats and new business models", a round table that will also be attended by Florian Cartoux and John Harris, moderator Gianluca Scazzosi.

A multi-dimensional, provocative and curious character, Ana Pina, while developing her sales team at both Holmes Place Health Clubs and aVivafit - Women Only Boutique Franchising, realized that too often the sale ends up making a serious mistake: present to the customer in a cold, disjointed way, without context, a factor that disincentives the purchase by the customer. Thus, after years of experience in the field of development, training and sales in different contexts, she has developed a system based on the human factor, ie the customer.

And that's what Ana Pina will talk about at ForumClub: the trust, the fundamental element of the sale.

"What I always suggest - explains Ana Pina - is to start with trust, to relate to the people in front of us". An energy-based system, where the first objective is to understand the needs and desires of the client. And finally, to create a system to really engage customers through the service.

Also, on February 22^nd, then, always Ana Pina will also be protagonist of another event at ForumClub: Selling Fitness R.Evolution. An engaging session, full of content and very concrete, by a great marketing and communication expert that will present a real system that allows salespeople to turn potential customers into satisfied clients. This is the model that she has defined YES, acronym of Your Energy System, whose correct application allows:

• To understand what people really want by taking them from the simple "desire and hope" to needing something and really wanting it;
• To understand why people buy and take them from the passive phase of understanding to the active phase of action;
• To understand why people stay tied to a club by renewing their membership, moving from loyalty to engagement.