Event & Education Schedule for FISA WEST 2020
February 17-19, 2020 (Mon-Wed)
Omni Rancho Las Palmas Resort
Rancho Mirage, CA
Sunday, February 16
4:00pm Registration Open
5:15pm – 6:45pm Executive Director’s Meet & Greet Reception
Monday, February 17
7:00am Registration Continues
7:30 –10:30am Breakfast and Owner Discussion Groups
Secrets of Product Differentiation and Why it’s the Future of Your Business
There’s a clear and proven analog that supports the growth of your business. Membership and increasing ancillary revenue streams such as personal training must be part of that path. However, operational culture and maximizing human capital are equally important. At some point in the near future, we may look back and regard this as a period of great consolidation. It’s causing a massive migration toward ‘sameness’ and rapid commoditization. For these reasons, differentiation is the key to increasing the value of your business.
- Why is differentiation so critical?
- What hidden factors drive differentiation?
- Why differentiation is motivating new categories of investors to enter the fitness industry and why?
- Exit strategies are based on differentiation. What’s the rationale?
- How do these dynamics affect your business strategy and your bottom line?
Kevin Laferriere is a 25+ year veteran of the health and fitness industry, who most recently served as Chief Operating Officer for CR Fitness, the top-performing cluster of Crunch Fitness franchises in the world. It was recently be acquired by North Castle Partners. His career began as a Partner and Co-Owner of several Gold’s Gyms. He served as President, Chief Operating Officer, and Senior VP of Sales, Operations, Lifestyle Family Fitness, where he grew the business from 6 local market locations to 56 locations and revenues of more than $128, 300 employees and 228,000 members when it was acquired by Lifetime Fitness.
Topics: 8:00-8:45 & 9:00-9:45 (Internal note: 2 rotations)
- Retention-Does what worked ‘then,’ work now?
- Competition, what competition? Fending off studios, HVLPs and big box clubs (depending on who you are).
- Medical Market- Should you position for it and if so, how?
Discussion Group Leaders: Robert Brewster, President, The Alaska Clubs, Steve Capezzone President, Healthtrax; Mt. Hood Athletic Club, Owners-Paul & Lila Reed
10:15am– 12:00pm Group Fun
12:30pm – 1:30pm Lunch
1:40pm – 1:50pm Supplier / Guest Orientation Meetings
2:00pm – 4:50pm Supplier / Guest Appointments
4:50pm – 6:00pm Free Time
6:00pm – 7:30pm Reception & Dinner
Tuesday, February 18
7:45am – 9:30am Breakfast and Small Group Discussion Rotation
- Retention-Does what worked ‘then,’ work now?
- Competition, what competition? Fending off studios, HVLPs and big-box clubs (depending on who you are).
- Medical Market- Should you position for it and if so, how?
Discussion Group Leaders: Robert Brewster, President, The Alaska Clubs, Steve Capezzone President, Healthtrax; Mt. Hood Athletic Club, Owners-Paul & Lila Reed
10:40am – 12:15pm Supplier / Guest Appointments
12:15pm – 1:30pm Lunch
1:45pm – 5:00pm Supplier / Guest Appointments
3:20pm – 3:35pm Break for all
3:40pm – 5:15pm Supplier / Guest Appointments
5:00pm – 6:00pm Free Time
6:30pm – 8:30pm Reception & Dinner
Wednesday, February 19
7:45am – 8:40am Blue Jean Breakfast Available
8:45am – 10:45am Supplier / Guest Appointments
