Zorro – HWLS https://www.hwlservices.com Health, Wellness & Lifestyle Services Wed, 28 May 2025 15:20:20 +0000 en-US hourly 1 https://wordpress.org/?v=6.9.1 https://www.hwlservices.com/wp-content/uploads/2023/07/cropped-favicon-32x32.png Zorro – HWLS https://www.hwlservices.com 32 32 Recap of HFA 2025 (formerly IHRSA) https://www.hwlservices.com/recap-of-hfa-2025-formerly-ihrsa/ https://www.hwlservices.com/recap-of-hfa-2025-formerly-ihrsa/#respond Wed, 28 May 2025 15:17:04 +0000 https://www.hwlservices.com/?p=1945

Recap of HFA 2025
(formerly IHRSA)

The best part of every Health & Fitness Association Show (formerly IHRSA) I’ve attended, and this is my 34th, is getting reacquainted and spending time with friends and colleagues. For example, it was so good to catch up with one of the best fitness professionals in the biz, Carolyn Erickson (See Photo). I met with so many colleagues in such a short period of time that it’s hard to mention them all but just to name a few that I was able to spend some time with were: Jeff Skeen (CEO/Healthcare and Wellness Expert), Ed Navan (Medical Wellness/Recovery Expert), Keith Kaminski (Technogym), Mike Pasquale (Free Motion), Steve Menzel (Precor), Chris Griebe (AAG), Tim Hipp (Wellness Solutions), Al Noshirvani (ALTA/Fitech and HFA Board Member), Matt Remick (Owner, Rochester Athletic Club), Rick Casselbury (Owner, Universal Athletic Club), Carter Green (Les Mills), and of course, Norm Cates (Founder of Club Insider and Industry Icon).

My Conference started on Tuesday evening at the REX Roundtable social event that was held at Allegiant Stadium. I was able to spend quality time talking to my old friend and health club veteran, Herb Lipsman (CEO, SOZO). (Publisher’s Note: See Herb’s Article on Page #20.) Herb was with Dan Lynch (Wellness Veteran and Founding Partner, SOZO) and Rudy Fabiano (Owner, Fabiano Architects). Herb and Dan, along with others are developing a new unique club brand that will no doubt be successful, called SOZO. Rudy is doing the design, and it’s amazing as always! I was able to spend time with my REX Leader, Brent Darden, and also catch up with a great colleague, Jeff Esswein. The event was delightful, and everyone had a nice time.

A close second to spending time with colleagues and friends is the Trade Show and seeing all the latest and greatest equipment, products and services. I must say that this year was the largest trade show I’ve seen at HFA/IHRSA in many years. What was specifically notable to me was the number of weight equipment companies that attended, many of which I’ve never even heard of. The other noteworthy thing was the explosion of recovery equipment and medical wellness vendors. I believe this phenomenon is not a trend and is here to stay. Among both, the interesting thing will be to see how many companies are still here next year. Then, what will be the innovation? Things are moving so fast that there will no doubt be winners and losers. Most of the interesting innovations always seem to be the small start-up vendors on the very outer edges of the trade show floor. I always make it a point to spend time with many of those vendors to not only learn about their product and what stimulated the development but also to thank them for attending and supporting our Association.

During the show, one of the best things for me is the early morning workout on Friday. It’s so much fun! It’s like being a kid in a candy shop because you get to work out in the world’s biggest fitness center. I wore myself out in the hour and a half it was open. I easily used 20 pieces of cardio and 40 pieces of strength equipment. When can you ever do that?

On the downside, I heard from several attendees that there were too many panel sessions for the educational track and that, often, some of the speakers seemed unprepared. Also, while I love Las Vegas and Mandalay Bay is spacious and accommodating, the constant smell of smoke after a couple of days was hard to tolerate. Maybe it’s just me, but it seemed like a strange venue for a health and fitness conference.

I started off by saying I’ve attended and been a speaker at many conferences over the years. I can recall the days when there were just a few hundred of us that attended, and it was mainly tennis clubs. John McCarthy would make it a point to say, “Hello,” to as many attendees as he could, and it seemed like he knew everyone by name. It’s fantastic to see our Association and industry grow into such a vibrant and robust industry, full of passionate professionals who are truly inspiring and want to make a difference in the health and wellbeing of individuals. So, kudos to us, the change makers! If I didn’t get an opportunity to say, “Hi,” please send me a message to my LinedIn profile as I’d enjoy staying in touch.

HWLS  specializes in health club ownership and operational consulting. With our multi-faceted approach, we are dedicated to helping health clubs thrive.

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]]> https://www.hwlservices.com/recap-of-hfa-2025-formerly-ihrsa/feed/ 0 How to Successfully Implement a Wellness and Recovery Program Into Your Club https://www.hwlservices.com/how-to-successfully-implement-a-wellness-and-recovery-program-into-your-club/ https://www.hwlservices.com/how-to-successfully-implement-a-wellness-and-recovery-program-into-your-club/#respond Thu, 05 Dec 2024 13:39:26 +0000 https://www.hwlservices.com/?p=1903

BUILDING STRONG
PARTNERSHIPS IN HEALTHCARE

Fitness Professionals have learned that it is vital to emphasize all aspects of wellness. They have become educated on the benefits of recovery and are passing that knowledge onto their clients.

Why has “recovery” become such a hot topic? There are several reasons why, but the primary ones are because Fitness Professionals have learned that it is vital to emphasize all aspects of wellness. They have become educated on the benefits of recovery and are passing that knowledge onto their clients.

The vast use of social media is contributing to the explosion of wellness and recovery programming. Furthermore, biohacking is quickly becoming mainstream. Lastly, the increase of boutique recovery franchises, along with better equipment are contributing to the exposure.

What is recovery and biohacking?

Recovery refers to the physiological and psychological processes that helps someone that has done physical activity to restore their body and mind to pre-exercise states after intense physical activity. These processes aid in repairing tissue damage, replenishing energy stores, and reducing fatigue, ultimately facilitating enhanced performance and injury prevention. Biohacking is the process of altering the body’s physiology in a passive manner, as opposed to exercise which is active. So, using something as simple as a sauna is a bio-hack.

How is ‘recovery’ aligned with your current fitness and wellness offerings?

Wellness and recovery programs are consistent with overall the fitness goals of your club because they deliver results, increase longevity, and assist to minimizes injury. Furthermore, these programs expanded the club’s service offerings and drive revenue, thus become a club profit center.

How does recovery affect athletic performance and longevity?

Recovery is vital to maximize athletic performance for sports such as golf and tennis. They enhance speed, power and agility. Other benefits are they create durability, improve range of motion (ROM), prevents injury, and improve endurance.

Basic areas for recovery

Some baseline areas your club should already be offering to your members are nutritional consultation to educate them on the importance of understanding macro-nutrients and hydration. Other basic areas to ensure you are focusing on are sleep, stress reduction through meditation/mindfulness, stretching to release lactic acid, and lastly, modifying training volume.

Services and equipment types and benefit

There are many ways that clubs are adding to their offerings. Massage and massage guns, cupping, dry needling, compression, cryotherapy, loungers that massage and perform cryotherapy, red light therapy, hyperbaric chamber therapy, injections (B12, fat burner, tri-amino), IVs (recovery, hang-over, immune boost), muscle stimulation, and inflammation reduction using cold plunge cabinet

Medical

Medical programming and services are becoming the norm and very popular as club operators realize they are safe, beneficial and easy to offer. There are a variety of popular services such as injections (B12, fat burner, tri-amino), medically supervised weight loss (GLP-1 agonist), TRT, HRT. peptides, PRP, exosomes, sexual health and sleep/stress therapy.

These programs require medical supervision and must follow state guidelines but, in many cases, can be offered by Tele-med

Financial considerations

In most cases, you can use existing space in the fitness center for recovery programs and even medical so you may not have any new occupancy cost … just equipment. But if you need to add space, construction and FF&E (Furniture, Fixtures, and Equipment) can vary greatly depending on the space available and level of finishes. Ideally, between 500-2,000 sq. ft. would be dedicated. The amount of space available will dictate the services that can be provided. Also, the more space available and services provided will also necessitate more equipment. I always start with $500/sq. ft. for contraction and FF&E combined.

You should expect to make a net profit of 30% of gross revenue. Labor costs should be 50% of gross revenue and operating costs 20%.

Final tips and takeaways

It’s important to get professional assistance so you can avoid mistakes and pitfalls. Develop a strategic plan that includes how to market to your members. Demos, displays, packages, offering promotions, introducing your professionals and using member testimonials are just a few ways to market to your programs.

Lastly, make sure to dedicate time and resources to educate club leadership, staff, the Board of Directors and especially members.

HWLS  specializes in health club ownership and operational consulting. With our multi-faceted approach, we are dedicated to helping health clubs thrive.

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]]> https://www.hwlservices.com/how-to-successfully-implement-a-wellness-and-recovery-program-into-your-club/feed/ 0 Recapping SIBEC 2024 https://www.hwlservices.com/recapping-sibec-2024/ https://www.hwlservices.com/recapping-sibec-2024/#respond Fri, 12 Jul 2024 16:33:37 +0000 https://www.hwlservices.com/?p=1824

RECAPPING SIBEC 2024
PLUS PLANNING YOUR FALL FitFest

This year’s summer 2024 SIBEC Event was on point! One of the best events of this type I’ve ever attended and certainly the best attendance from both Suppliers and Buyers. The location was fantastic, the Langham Huntington Resort, in Pasadena, California. Robert Shannon and his team from SIBEC did a great job organizing and coordinating the event. The logistics and scheduling of this sort of event is no small feat, but they did it flawlessly. These are my main takeaways:

Spent valuable time with colleagues.

There are too many to name them all, but some of my good friends and colleagues that I was able to say “Hi” to and spend time with were: Jeff Skeen (ReEnvision), Christina Cabrera (LaQunita Resort and Spa), Lynne Devaney (Health and Fitness Association), Danny Dulkin (Arch Amenities Group), John Ruyak (Corporate Fitness Works), Jeff Jeran (Power Wellness) and Sheldon McBee (Universal Athletic Club), among others.

One of the evening highlights was when we went to the Rose Bowl and had dinner on the field! Some brave attendees attempted field goals and played ball. Fun stuff.

Learning from the best.

The supplier/product lineup was robust, to say the least. Virtually every product I wanted to get an update on or learn more about attended the event. Some of the highlights for me were:

Final Take-Aways.

As health and wellness professionals, it’s vital that we stay up-to-date with current equipment, products and trends. The SIBEC event does that very thing, and I’ve found it to be invaluable. I learned so much in such a short period of time because we had so many 20-minute “face-to-face” meetings set up for us. I met in person with 25 suppliers. And, then, to be able to sit down for breakfast, lunch and dinner with colleagues and discuss their business and mine was so helpful.

Next year’s event will be in May in Orlando, Florida, and I highly recommend that you attend. I will be!

BONUS: Planning Your Fall FitFest

As health club operators, we all know the Fall is the most challenging time for driving revenue and new membership sales. For this reason, I have learned that we must create energy and events for our clubs to promote to the public and for our members. For this reason, I’ve always organized a Fall FitFest. The purpose of this event is to be the center piece of your external marketing campaign and to also drive referrals and retention.

HWLS  specializes in health club ownership and operational consulting. With our multi-faceted approach, we are dedicated to helping health clubs thrive.

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]]> https://www.hwlservices.com/recapping-sibec-2024/feed/ 0 Building an Effective Annual Sales and Marketing Plan https://www.hwlservices.com/building-an-effective-annual-sales-and-marketing-plan/ https://www.hwlservices.com/building-an-effective-annual-sales-and-marketing-plan/#respond Tue, 09 Apr 2024 15:29:46 +0000 https://www.hwlservices.com/?p=1780

Building an Effective Annual Sales and Marketing Plan

Article written for CLUB INSIDER. Original article can be found HERE.

There are several ways to approach the development of an Annual Sales and Marketing Plan. The question is, what way is the most impactful, effective and yields the best return on investment? Having spent over 30 years of selling memberships in most states in U.S. and most major U.S. cities, this is what I’ve learned works best:

Keep It Simple.

As the saying goes, keep it simple stupid. Don’t make your plan too complicated or full of details that don’t matter. When I first started pulling together an Annual Sales and Marketing Plan, I’d clutter it with meaningless data and information that was not central to our success. The items listed below are the primary topics and tactics that I recommend you focus on.

Think Like a Prospect.

The most important thing you will do is to identify your target market / audience and ensure your message speaks to them. What do they need or want? You must see your product and brand through the customer’s lens because this is vital to not only immediately get their attention but cause them to take action. The visual and written communication must be compelling and immediately catch their eye. When I say immediately, I mean within two seconds.

Your Message is Clear and Concise.

If your message or advertisement is cluttered with words or pictures, a prospect will not even look at it. One picture, maybe a maximum of two, along with a few simple compelling words is most effective. If you catch their attention, you can redirect them to your website or a different page that tells more about your facility or other pertinent information you want to share.

Where and When to Spend.

When should you spend your advertising dollars? Should you spend more money when it’s slow, busy or even it out throughout the year? I’ve tried it all, and what I once had a wise marketing guru tell me is, “spend money marketing snow shovels when it’s about to snow or is snowing.” That’s when you get the biggest bang for your buck. Spending a bunch of money in an off-peak season is like trying to sell snow shovels in the summer. It doesn’t work no matter how much you spend.

Campaigns.

I recommend that you create 3 – 5 campaigns and then several promotions within each campaign. I like five annual campaigns: New Year (Jan – Feb), Spring (Mar – Apr), Summer (May – Aug), Fall (Sep – Oct) and Winter (Nov – Dec).

Each campaign should have a 60- to 90-day theme. Themes can be focused on New Year’s Resolutions, Summer Shape Up, your outdoor pool if you have one, or other topics. Take each campaign and break out your annual sales quotas and goals so that you know what outcome you expect.

Hot Tip:

The Fall tends to be the toughest time for clubs to attract new members. For that reason, I recommend that you create an event that is compelling and build your campaign around that. For example, you can have an Anniversary Event or Fundraiser. Any type of event to give your sales team a reason to call a prospect and create energy.

Promotions

Promotions are an effective way to get prospects to take action. I suggest you have a promotion each month that ends at the end of the month. Therefore, within a 60-day campaign, you would run two promotions. For purposes of consistency, promotions should typically have a similar value throughout most of the year. Perhaps, you may want to have one or two that are your strongest promotions. There should be a “call to action” as part of the promotion such as “Join Now and Save.”

Discounts vs. Building Value.

Rather than offer too many discounts, I suggest you build value and offer premiums as a call to action. For example, you can offer a complimentary beach towel with your logo on it as part of a summer pool campaign. Perhaps a heart rate monitor as part of a New Year’s Resolution campaign. The list of possibilities is endless, and prospects get motivated to buy and excited about well-thought-out premiums that add value.

Be Fluid.

The Annual Sales and Marketing Plan is a document that should be updated every month and adjusted according to the previous month’s success and current market conditions. There are a number of reasons why your plan may need to be updated, such as current local or national events.

Track and Measure Results.

The Annual Sales and Marketing Plan is a document that should be updated everyIt is vital that you know where your sales came from and if your marketing dollars are working correctly for you. You need to make sure your membership sales team identifies where each sale came from. Just as important, you’ll want to take the total monthly spend and divide it by total monthly sales to get an average cost per sale. month and adjusted according to the previous month’s success and current market conditions. There are a number of reasons why your plan may need to be updated, such as current local or national events.

In conclusion, developing an Annual Sales and Marketing Plan is perhaps one of the most important things you’ll do in the planning phase for each upcoming year. And, it is never too early to start! Keep it simple, stay focused on the customer you want to attract and build compelling and exciting campaigns. Always adjust the plan throughout the year and your chances of success will be maximized. Good luck! If you’d like a complimentary sample template of an Annual Sales and Marketing Plan, I’d be delighted to share one. Email me at frank@hwlservices.com.

HWLS  specializes in health club ownership and operational consulting. With our multi-faceted approach, we are dedicated to helping health clubs thrive.

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]]> https://www.hwlservices.com/building-an-effective-annual-sales-and-marketing-plan/feed/ 0 Building Strong Partnerships in Healthcare: How HWLS Makes a Difference https://www.hwlservices.com/building-strong-partnerships-in-healthcare-how-hwls-makes-a-difference/ https://www.hwlservices.com/building-strong-partnerships-in-healthcare-how-hwls-makes-a-difference/#respond Tue, 06 Feb 2024 20:14:27 +0000 https://www.hwlservices.com/?p=1750

BUILDING STRONG
PARTNERSHIPS IN HEALTHCARE

In the competitive world of health and wellness, health clubs seek to differentiate themselves by offering more than just fitness training; they aim to become comprehensive wellness destinations. This is where HWLS plays a pivotal role, by facilitating partnerships between health clubs and a range of medical and spa service providers. Our mission is to enhance the value and variety of services health clubs offer, turning them into holistic wellness hubs for their members.

The Importance of Integrating Medical and Spa Services in Health Clubs

The modern health club is no longer just a place for physical exercise; it’s evolving into a center for total wellness, offering a blend of fitness, health, and relaxation services. Integrating medical and spa services not only elevates the member experience but also attracts a broader clientele looking for a one-stop solution to their wellness needs. This integration can include services like nutritional counseling, physical therapy, massage therapy, and aesthetic treatments, all available under one roof.

How HWLS Bridges Health Clubs with Medical & Spa Services

HWLS specializes in creating symbiotic partnerships between health clubs and providers of medical and spa services. Here’s how we transform your health club into a wellness sanctuary:

The Benefits of Partnering with HWLS

Health clubs that partner with HWLS gain a competitive edge, transforming their facilities into comprehensive wellness destinations. Here are some of the benefits:

At HWLS, we are committed to revolutionizing the health club experience by facilitating partnerships that bring medical and spa services into the fold. Our expertise and dedication to wellness innovation make us the ideal partner for health clubs looking to expand their offerings and create a holistic wellness environment.

Transform your health club into a wellness destination where members can work out, rejuvenate, and receive expert health and beauty treatments all in one place. With HWLS, the path to becoming a comprehensive wellness hub is clear and achievable.

Contact us today to learn more about how we can help you enhance your health club’s services and set new standards in the wellness industry. Let’s create healthier, happier communities together.

HWLS  specializes in health club ownership and operational consulting. With our multi-faceted approach, we are dedicated to helping health clubs thrive.

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]]> https://www.hwlservices.com/building-strong-partnerships-in-healthcare-how-hwls-makes-a-difference/feed/ 0 The Revolutionary Benefits of IV Therapy in Enhancing Wellness Center Experiences https://www.hwlservices.com/the-revolutionary-benefits-of-iv-therapy-in-enhancing-wellness-center-experiences/ https://www.hwlservices.com/the-revolutionary-benefits-of-iv-therapy-in-enhancing-wellness-center-experiences/#respond Tue, 16 Jan 2024 19:16:28 +0000 https://www.hwlservices.com/?p=1724

Welcome to HWLS – your guiding star in the vast universe of health and wellness. Today, we’re diving into a fascinating and increasingly popular wellness trend: Intravenous (IV) Therapy. This blog will shed light on what IV Therapy is, its myriad benefits, and why it’s becoming a sought-after addition in health clubs’ wellness centers.

What is IV Therapy?

IV Therapy is a method of administering vitamins, minerals, and other nutrients directly into the bloodstream through an intravenous drip. Bypassing the digestive system, this therapy ensures 100% absorption of these nutrients, offering immediate and effective results.

The Power-Packed Benefits of IV Therapy:

IV Therapy is not just a medical procedure but a wellness revolution. It offers numerous benefits:

Why Choose IV Therapy?

IV Therapy is ideal for those seeking efficient and effective ways to enhance their wellness. It’s especially beneficial for recovery post-workout, managing chronic health conditions, and improving overall vitality.

IV Therapy in Health Clubs

A Perfect Match for Health Clubs:

Incorporating IV Therapy into health clubs is like adding a turbocharger to a car. It complements the fitness and wellness goals by offering customized nutrient cocktails that can align with specific fitness regimes.

Benefits for Health Clubs:

Implementation Strategies:

Health clubs can integrate IV Therapy by:

  • Partnering with Medical Professionals: Ensuring safe and effective administration.
  • Adhering to Legal Standards: Complying with health regulations and safety standards.

IV Therapy is more than just a trend; it’s a wellness revolution that’s here to stay. Health clubs looking to elevate their offerings should consider incorporating IV Therapy into their services. At HWLS, we’re committed to pioneering such innovative wellness solutions, empowering our partners and clients to achieve their best health.

 

For more information about IV Therapy and how HWLS can help integrate it into your wellness center, contact us.

]]> https://www.hwlservices.com/the-revolutionary-benefits-of-iv-therapy-in-enhancing-wellness-center-experiences/feed/ 0 Elevate Your Fitness Program: Biohacking Solutions by HWLS for Health Clubs https://www.hwlservices.com/unlocking-your-potential-the-power-of-biohacking-with-hwls/ https://www.hwlservices.com/unlocking-your-potential-the-power-of-biohacking-with-hwls/#respond Wed, 27 Dec 2023 16:17:36 +0000 https://www.hwlservices.com/?p=1579

Elevate Your Fitness Program: Biohacking Solutions by HWLS for Health Clubs

In the ever-evolving landscape of fitness and wellness, staying ahead means embracing innovative approaches that optimize health and performance. Enter biohacking – a revolutionary concept that Health, Wellness, and Lifestyle Services (HWLS) specializes in bringing to health clubs and fitness programs. In this blog, we’ll explore what biohacking entails and how partnering with HWLS can transform your fitness establishment into a hub of cutting-edge wellness.

Understanding Biohacking:

Biohacking is the art and science of optimizing human performance through personalized interventions that target nutrition, lifestyle, and technology. In the context of health clubs, it’s about elevating the member experience by integrating biohacking principles into fitness programs. At HWLS, we recognize the potential of biohacking to redefine the fitness industry, and we’re here to guide health clubs in implementing these strategies seamlessly.

Key Biohacking Solutions by HWLS:

Biohacking is the future of fitness, and at HWLS, we’re dedicated to helping health clubs seamlessly integrate these principles into their programs. Elevate your fitness offerings, attract a new generation of health-conscious members, and set your health club apart as a leader in the industry. Partner with HWLS to unlock the full potential of biohacking and transform your health club into a hub of innovation, wellness, and optimal performance.

HWLS  specializes in health club ownership and operational consulting. With our multi-faceted approach, we are dedicated to helping health clubs thrive.

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