Event & Education Schedule for FISA WEST 2022
February 14-16, 2022 (Mon-Wed)
La Quinta Resort & Club, A Waldorf Astoria Resort
La Quinta, CA
Sunday, February 13
4:30pm – 7:00pm Registration Opens and continues on Monday
4:30pm – 7:00pm Reception with ‘Super Bowl’ Viewing ( 2 – TV Monitors)
Monday, February 14
7:45am – 8:45am Breakfast Available/Registration Continues
8:45am – 9:30 am Presentation and Q&A (Owner/Operator/Supplier Discussion Groups to follow)
Presenter is Kevin LaFerriere
DIFFERENTIATING YOUR BUSINESS IN A COMMODITY ENVIRONMENT
At some point in the near future, we will look back at this as a period of great consolidation. It’s causing a massive migration toward ‘sameness’ and rapid commoditization. For these reasons, differentiation is an imperative to increasing the value of your business.
Membership and increasing ancillary revenue streams such as personal training are obvious components of this path. However, operational culture and maximizing human capital are equally important. Why is differentiation so critical in the ‘new fitness’ economy?
- Hidden factors that drive your business model and brand differentiation.
- Differentiation is motivating new categories of investors to enter the fitness industry
- 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 Crunch Fitness franchise group in the world, recently 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 $128M, 3000 employees and 228,000 members. It was then acquired by Lifetime Fitness. Kevin is currently serving as the Portfolio Enhancement Officer for Erick Enterprises, which engages in a broad range of investments in a variety of asset classes, including Real Estate, Public Markets, Private Equity, Venture Capital, and debt, creating long-term, tax-efficient investments.
9:45am – 11:00am Owner/Operator/Supplier Open Discussion Groups
11:15am – 12:45pm Group Fun
12:45pm – 1:45pm Lunch
2:05pm – 2:15pm Supplier Guest Orientation Meetings
2:20pm – 5:10pm Supplier / Guest Appointments
5:10pm – 6:00pm Free Time
6:00pm – 8:00pm Group Reception and Dinner
Tuesday, February 15
8:00am – 9:15am Breakfast Available
8:45am – 10:00am Panel Presentation and Discussion
Panel Presenters are: Jeramy Fishel, Founder and CEO of Instinctive Insights and Greg Dowd, CEO of ROR Partners (formerly Epsilon); Jason Abucejo, Head of Major Accounts MXMetrics and Jenny Hymer, Vice President of Customer Success, MXMetrics.
USING ANALYTICS FOR MEMBER ACQUISITION, MEMBER RETENTION AND PROGRAM SPECIFIC MESSAGES
Suppliers of analytics support will overview the latest uses of analytics to help clubs refine their marketing activities, followed by small group discussion of these ‘souped up’ marketing techniques.
10:15am – 12:15pm Supplier / Guest Appointments
12:15pm – 2:00pm Lunch
2:10pm – 5:00pm Supplier / Guest Appointments
5:00pm – 6:00pm Free Time
6:00pm – 7:30pm Group Reception & Dinner
Wednesday, February 16
7:30am – 8:30am Blue Jean Breakfast Available
8:25am – 10:50am Supplier / Guest Appointments
