Twitter Tips

*** Guest post by Flame Conference speaker, Frank Furness ***

Here are 3 tips that bring your more traffic without ever sending a single tweet.

Twitter Tip 1:

In the upper right hand corner of your Twitter page is the profile area, or information about you. One choice you have is what website you want to include a link to after the space marked “web.” Most people just send people to their main website. The problem is most people’s main website has no opt-in page so there is no way to capture the prospects email address.

So what you want to do is include a link to an opt-in page, or at least a page that has an opt-in box somewhere. While your followers on Twitter are a list, you also want to add them to your email list.

Also make sure you change the link every now and then to provide some variety.

Twitter Tip 2:

Also in the profile area in the upper right hand corner is a space to create your bio in 71 characters or less. Most people include things like “mother, father, internet marketer, CSI fan, love buttered popcorn” or some other way in which to be cute or funny.

As is often the case, don’t do what most people do. Instead, use the 71 characters in the bio to let your follower and prospect know what you can do for them. After all, your follower and prospect is looking at your Twitter page and asking “what’s in it for me?” So show them.

Twitter Tip 3:

Included in your profile section is a category called “favourites.” What most people do is link to their favourite tweets. Again, don’t do what most people do.

Instead favourite the positive things people are saying about you. Then when someone comes to your Twitter page and clicks on your Favourites, they can see all these “mini-testimonials” about you.

I’m looking forward to giving you loads of tips and tricks around Facebook, YouTube, Twitter and Linkedin at the FIA Flame Conference on 27th June.

A Vital Shift in Priorities

***Guest post from Flame Conference speaker Mark Williamson, Director of Action for Happiness ***

There is a vitally important shift underway in how we think about progress. Growing numbers of economists, political leaders and expert commentators are calling for better measures of how well society is doing; measures that track not just our economic standard of living, but our overall quality of life. This shift also mirrors the way many of us are feeling too: that the modern consumer economy has failed to deliver fair outcomes and fulfilling lives.

In recent decades our lives have become increasingly orientated in the service of the economy, rather than the other way around. Yet economic growth is really just a means to an end; it only matters if it contributes to social progress and human wellbeing. And the tragedy is that decades of growth and material progress have failed to deliver a measurable increase in life satisfaction.

When Prime Minister David Cameron announced that he was asking the Office for National Statistics (ONS) to start measuring the UK's national wellbeing, this was greeted with derision and eye-rolling in the media. Critics suggested that it was a cynical attempt to distract us from our economic woes, or simply a waste of money at a time when there are more important things to worry about.

These concerns are understandable, but misplaced. It is of course difficult to trust a government that claims a commitment to wellbeing while simultaneously slashing funding for public services that contribute to it. But to see this only through a political lens would be to miss the point. Focusing on wellbeing isn't a distraction, it's about finding out what will really improve people's lives and then acting on it, which is surely what good government should be all about?"

Mark Williamson is Director of Action for Happiness. He will be presenting a seminar entitled “Ten Keys for Happier, More Productive Living”at the FIA Conference.

Book your place now or call 020 7420 8560 for more details.

Chris Ryan says, ’Let’s Talk Tactics’

In a taster exert from the opening keynote speech which he will deliver to delegates at the 4^th annual FIA Flame Conference in Sheffield next, SAS hero Chris Ryan talks about how his team’s tactics could switch from stealth to violence in a blink of the eye, and how they had to be able to adapt to any situation in order to survive…

“When I was undergoing SAS continuation training, it was drummed in to all of us that the role of a special-forces operator is twofold. Sometimes we would be sent in to gather information: this meant putting in an observation post, lying low, watching and waiting. When that was the case we’d need to go in light – armed, of course, but only with the precision tools we needed for the job. Our role was to stay invisible.

“To do our job with the minimum of fuss and without anybody knowing we were there. If we were compromised, our tactic was to ‘shoot and scoot’ – to engage the enemy if necessary then exfiltrate as quickly and stealthily as possible.

“Sometimes, though, we’d be looking for a fight. If our orders were to take out personnel or installations, our tactics would need to be altered accordingly. Stealth would still be the order of the day at the beginning of the operation. Often we’d be setting up an ambush, so it would clearly be essential that we worked silently and without being seen. If it was possible to take out any of the enemy clinically, with suppressed weapons and without alerting anyone to our presence, we’d do that. One less person to worry about later on.

“At some point, though, we knew things would go noisy. When that happened, the tactics changed. Stealth was no longer our best friend; violence was. We’d use all the weaponry at our disposal to eliminate the enemy completely, or to destroy their installations. If things went according to plan, the operation would go noisy at a time and place of our choosing. Good for us. Bad for the enemy.

“Tier 1 operators need to be equally skilful with the scalpel and the hammer. They need to be the Grey Man, able to merge into the background – which is why a lot of the operators working in Afghanistan wear beards, so they don’t stand out when they’re among the locals in-country. But when the situation requires it, these men must be able to bring all the most brutal forces of war to bear in order to overcome the enemy and achieve their objectives…”

The battle field may be a long way from the gym floor, but the lesson we can all learn as professionals  from Chris, aside from sheer courage and perseverance, is adaptability. As the saying goes, all failure is failure to adapt.

You can hear more of Chris’ extraordinary story at the FIA Flame Conference on 27^th June, Sheffield. Places are going fast so book now.

Follow Flame Conference on Twitter @FIA_Flame, #tametheflame

In Search of Excellence

By Tim Webster, FIA Flame Conference programmer

Excellence is the unlimited ability to improve the quality of what you have to offer. Sometimes the improvement is just 1%, but that 1% is often the difference between winning and losing, between the good and the great. Blindingly obvious isn’t it?

This year’s FIA Conference is all about celebrating the fact that we have come a long way as a sector, indulging in a little “what-if” thinking, challenging what we currently do and asking if it could be done better, differently, more efficiently, more cost-effectively or not at all?

Eleanor Roosevelt said: “Do one thing every day that scares you.” This is of course much more difficult than it sounds but if we are to grow our sector we must challenge our own thinking and that of our colleagues each and every day.

As Tom Peters says: “Doing what worked yesterday is always the default option. Thing is, that doesn’t work anymore.”

In my opinion, in order to challenge our thinking we must look outside our own sector at businesses that are doing things differently and so this year’s conference features non-industry speakers from top-to-bottom. That’s a risk in itself, but there’s no point in challenging you to think differently if we aren’t prepared to do the same.

Over the coming weeks and months we aim to bring you some of the thoughts of our speakers at this year’s conference, starting with our keynote speaker, SAS hero Chris Ryan later this week.

How Dare They?

I'll have to be honest and say that I am one of those boomers who doesn't respond overly well to having my work questioned by a twenty something who's only been in the industry five minutes.

Okay that's probably because, more often than not, they are right, dammit. And I wish I'd had the balls, naivety - call it what you want - to ask those kind of questions when I was their age, but nevertheless.

That's not to say that there aren't some spoilt little so-and-so's out there who've never had to work for a thing in their lives - and don't see why they should start now - but 'twas ever thus.

By its very nature this is a young and energetic industry and, not withstanding the fact that the wages at entry level are pretty shocking, we are likely to continue to attract young people into it.

So, rather than launching into our grumpy old men routines, it is up to those of us who are allegedly older and wiser to learn what turns "Gen Why" - and all the other gens - on, and flex our management styles accordingly.

In other words they're here to stay, so get over it and get on with it.

Here are a few tips: Apparently Gen Y wants constant feedback, openness and transparency - so tell it how it is. They want to be trusted, given responsibility and allowed to fail without fear. They want flexibility around their working conditions and they want to be judged on outcomes not processes - give me a job and some boundaries and then let me get on with it.

Sounds fair enough to me. I'm off to update my Facebook site.

Tim Webster
Consultant
Fitness Professionals

More from one of the UK's leading authorities on Generation Y, Simon Walker, in the next week's post.

To find out more about the conference and to book your place with an Early Bird discount visit the FIA website or email flame@fia.org.uk.

Making the most of Let’s Dance with Change4life

Following the success of moreactive4life in July and August 2009 the Department of Health has sought the support of the FIA and its members to deliver the next high profile element of the change4life campaign, Let’s Dance with Change4life.

The Let’s Dance campaign gives clubs the opportunity to run an open weekend that is backed by national advertising, complimenting the current trend of dance programmes across various television channels. It also provides a route to market to those who may have stereo typical views of health clubs and gyms.

So how, at a local level, can you ensure you have maximised this opportunity?

Here are a few ideas:
o Begin you’re marketing for the open weekend 4 weeks in advance and increase as the event gets nearer.
o Place posters around your facility – in the reception, changing facilities, Lounge / Café area.
o Combine an offer such as ‘Bring a friend’, ‘Takes two to Tango’ etc
o Advertise whilst people are on hold on the club phone and answer machine.
o Place logos and details onto website homepage with a ‘coming soon’ notice.
o Contact local partners and corporate accounts to promote to employees through desk drops / site visit / intranet.
o Get all staff to wear moreactive4life t-shirts one week prior to open weekend to create awareness.
o Staff in moreactive4life t-shirts can leaflet drop and make a general outreach in shopping / town centres, outside schools, train and bus stations.
o External advertising in local newspapers – local club running national campaign.
o Mail / call previous prospects and personally invite them down to the weekend.
o Mail / call ex-members and personally invite them down to the weekend.
o Decide on ‘special’ membership offers that will be available only on the weekend for people to join including:
- No joining fee
- First month free
- Free personal training session
- Joining pack – t-shirt, sweat towel, water bottle
o Place referral boxes throughout your club 3 weeks prior to the open weekend, offering incentive for members to leave names and numbers such as:
- Free personal training session if they join
- Referral t-shirt, sweat towel, water bottle.

These are just a few ideas to ensure Let’s Dance is another successful campaign for the fitness industry. This will then demonstrate to the Department of Health the value we hold to them in being a delivery partner.

I look forward to hearing other ways in which clubs and centres are marketing the campaign locally.

Richard Blackmore
Sales Membership Director at Fitness Industry Association

Fitness Industry Association

FIA FLAME Conference 2010 - What builds a great business?

 

One of the industry's favourite presenters, Tim Fearon has over twenty years of working in results-driven corporate environments. He will be presenting at the FIA Conference on July 14th in Cheltenham.

I'm not going to lay into the industry's service levels - although Lord knows, I could - but here's a little tale that might have some resonance.

A few months ago I attended a conference in Atlanta and discovered the Metro Café Diner at 229 Peachtree Street, where I found a smile as wide as the Mississippi awaiting me.

"Hi there and how are you today?"

A question delivered with REAL interest and curiosity. What followed? Great food, conversation about the Atlanta mayoral elections and an array of questions to find out where I was from and what was doing in Atlanta [gym instructors please note].

"I'm here for four days. Conference at the Sheraton, but I like to get out of the hotel; otherwise, I never get to see anything of the city."

"Well, sir, if you want to get out at lunchtime, you come back here. You like fish?"

"I sure do."

"We have a great lunch buffet. Great price, great fish and a whole heap of other stuff. Best in town."

And when I returned for my second visit I was greeted with: "Hi, welcome back, great to see you again."

And this in one of, what I reckon, must be the busiest eating places in Atlanta. Get the idea?

Guess where I ate FOUR MORE TIMES in four days, as well as taking other people from the conference there?

It's not rocket science, it's what builds great businesses. Does it apply to the fitness business? You bet your sweet life it does.

Tim Fearon
Owner
The Extraordinary Coaching Company

LET THE PUBLIC SPEAK

‘Exercise in middle age can cause arthritis’ screamed the headline and sure enough, some PhD in California decided that after talking to 236 45-55 year olds, over exercising caused most damage to their knees – therefore“...a high risk factor...” for arthritis.


Walking, sports and even gardening could trigger osteoarthritis – the learned PhD went on to conclude.

The common sense rebuttal was as compelling as it was forthright “We have known for years that certain high impact sports and jobs are associated with an increased risk of osteoarthritis ...but for the vast majority of people exercise is good...it’s a matter of balance and sensible moderation .....The risk of developing osteoarthritis as a result of too much exercise is outweighed by the risk of being overweight and sedentary.”

Job done, the response came from ‘a spokesperson for the Arthritis Research Campaign’.

As I read this two things struck me:

- I am so sick of reading shock-horror claims, based on some spurious research, from a thesis-writing-publicity-hungry ‘expert’, based on counter-intuitive thinking ... such as exercise is bad for you..... Exercise has no effect on obese children..... Leisure centres should be banned from offering chips (even though they also offer lots of fruit & veg choices and their customers would just go down the road to buy their chips anyway!)

- Why do the media give these guys airtime/column inches?

I guess it’s the price we pay for democracy.

However, what was particularly pleasing about this article was that the rebuttal did not come from someone in our sector (and therefore be dismissed with the ‘well, you would say that wouldn’t you’ claim), but from a third party expert.

If ever I needed proof that we have to point our CMO at all the Royal Colleges and disease NGOs to ensure that they promote the benefits of exercise on our behalf, this was it. So John (Searle, our Chief Medical Officer), get on your bike and keep pedalling until all our ‘strategic partners’ do as good a job as the Arthritis Research Campaign.

The strongest and most compelling cases are often the case studies and real life changing stories that are common place in our industry. So with New Year approaching and the inevitable press backlash at all things fitness, please send in your stories and help your governing body drive forward the Fitness industry as the most important part of the UK’s health agenda.

David Stalker
Executive Director
Fitness Industry Association

Are we fit for purpose?

As Dillon (my Red Setter) disappeared into the horizon and totally ignored my whistle, my bellowing and even my swearing, the phrase ‘fit for purpose’ kept ringing in my head. Despite all my training, this dog was definitely not fit for purpose!!

You might think that that was a strange way to describe my dog, but I have just spent the entire previous day in a room full of the brightest and most creative brains in our industry discussing whether we, as an industry, we are ‘fit for purpose’ and what, if anything we have to do to make us so.

My head was full of snippets of conversations such as “...where do we, as an industry, want to be in five years time....how do we get there....do we have the right skills sets to get there and deliver when we do .........if we don’t, what are the skills sets we need.....if we want to be a ‘government delivery partner, are we “fit for purpose”...its no wonder that I needed a calming walk with Dillon after all that.

Next year the FIA will be celebrating its 20 anniversary, so what better time (some bright spark said) to think about developing a five year plan for the industry? The argument is that we could either, just drift along and ‘evolve’ OR we could take control of our destiny, decide where we think we want to be and develop a collective plan to make it happen.

Why? Well, most people accept that the industry has hit a glass ceiling – around 12% market penetration - and most accept that ‘exercise medicine’ is a great opportunity to break through that glass ceiling. But are we fit-for-purpose (that phrase again) in terms of professional skills, people skills, programmes, facilities etc? Can we get financial help from the government to help us evolve? These are the conversations we want to have with the industry. Last week was the 1ST step and now the FIA secretariat needs to work with the commissionaires over the course of the next 8-10 months to pull together the facts, statistics, wants, desires and opportunities. If you want to be involved and our going to LIW then call in at the FIA Moreactive4life lounge and have a chat.

Do we do a Dillon and spend lots of energy chasing spectres, or do we have a plan and gently move in a direction which will benefit every single organisation in our sector?

Speaking of LIW, whilst I look forward to meeting as many of you as possible at the FIA Lounge next I think we should all spare a thought for the hundreds of people slaving away to make sure that deadlines are met and that everyone has a great show.

Back to important issues......... where is that blasted dog!

David Stalker, FIA Chief Operating Officer

Welcome from the FIA (and Dillon)

As I was walking my dog (Dillon) this morning my mind inevitably turned to work. I know it sounds sad, but my early morning walks with my red setter are always a good time for me to think about the various things bubbling away on my agendas – whether its work or my son’s A-levels (thankfully now a past worry). On this occasion it was work; the fact that next year the FIA will be celebrating its 20th anniversary and I pondered about how the world has changed in the last 20 years.

For us in the fitness industry it’s been evolution at the speed of sound. From Fonda to globally-networked exercise cycles, as well as rowing and running machines: from leotard enthusiasts to GP referrals: from niche fad to ‘government delivery partner’.

Twenty years ago who would have thought that the Government would give us money to take our proposition into our communities – but I suppose 20 years ago who would have thought that we’d be talking about ‘50% of the adult population being overweight or obese’. Mind you, 20-years ago a fledgling FIA’s only agenda was to try to get the support of an industry that was dominated in all sectors by visionary entrepreneurs focused on picking up on the Fitness boom in the United States and staking a claim on the UK market

Today I (and my team) worry about communications: do the 200,000 odd people who work in our industry know who we are, what we do, how we do it and how we can benefit the 5,700-odd facilities up and down the land. The answer is probably not. It’s ironic, given the great strides we have made in communications; the more we say sometimes the less we are heard. The purpose of this blog is to start a dialogue with those who are ‘listening’. Of course we want to tell you what we’re doing, but more importantly, we want to hear from you about what you’re doing, what you’re thinking, what you want us to do. We might not always be able to do what you want of us, but we will try.

So talk to us

David Stalker, FIA Chief Operating Officer