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Jul 28

Bringing a Growth Mindset to the | Health & Fitness Association – Health & Fitness Association

Fitness Comments Off on Bringing a Growth Mindset to the | Health & Fitness Association – Health & Fitness Association

CBI: Do you see HVLP 2.0 and beyond as a strong model for the industry?

Chris Smith: Traditional HVLP and more advanced HVLP 2.0 models are very successful right now, so I dont think theres any denying that they appeal to the consumer. But thats not to say other categories cant be as successful. The lifestyle luxury category is doing very well in its own right, as are many boutiques. Its less about what category youre in and more about how you execute your strategy and your tactics.

CBI: What are some of the differences between the U.S. and Canadian markets?

Chris Smith: I think the big difference is the FX rate. A Canadian dollar and a U.S. dollar are materially different and have been now for some years, and its impactful when you think about building new clubs and buying new equipment in terms of how you have to think about growth and CapEx. Then theres the difference in bi-weekly billing. In Canada, bi-weekly billing is very common, where in the U.S., monthly billing is still very much the norm. From a business standpoint, in Canada youre getting an additional months worth of dues. I think its something that more U.S. operators should look into, because it aligns with how most people get paid, and that creates a little bit more ebb and flow in peoples bank accounts.

We have a different set of labor laws. In British Columbia, for instance, our minimum wage is over $17 an hour, and most of the U.S. has nowhere near that kind of minimum wage. You have to think about how you deploy labor and how you leverage your tech stack to offset some labor costs, while still delivering on a world-class customer service experience that every operator is trying to maintain.

CBI: What made you want to seek the position of chair?

Chris Smith: My original intention on applying for the board was to be able to serve. I felt like I had accomplished enough, and Ive certainly accomplished even more since I began this journey on the board. But it was really about just a desire to give back and be part of something bigger than myself and my own businesses, so thats really where it began. In terms of becoming chair, I just believe that I was the best person at this time on the board to continue to partner with the HFA staff to deliver on all three pillars of advocacy, research, and education across the globe. And I say that with a lot of emphasis on across the globe.

Im hoping that we can continue to grow our international membership and influence. We need to be able to maintain existing relationships and build new ones. We just hired Sean Tan to represent Asia-Pacific, and that will be huge. We need to build our international platform with the vision that Liz and the team has.

CBI: What do you think is the best way to build the associations international footprint?

Chris Smith: I look at it as a relationship exercise more than anything else. We need to have dedicated staff to work with international companies and operators, while continuing to recruit international board members that have relationships across the globe. I also think partnering with the World Health Organization (WHO) is critical. I know many with a North American perspective may be indifferent to the work of WHO, but the reality is that WHO is very influential with a whole host of health ministers in dozens of countries. And the advocacy work, research, and education that we share with WHO will be important to how operators will be received across the globe. These are the kinds of relationships we cant overlook. We need to continue to work with them in any and every way possible. Thats how we can position the HFA to be the global leader for the industry.

CBI: Are you going to be on the road a lot to meet with international stakeholders?

Chris Smith: I dont know how much Ill travel, but as chair, Ill certainly make an effort to meet with more operators and connect with them both in person and through email and phone calls. That process has already begun. Im in Chicago now and Im going to meet with a couple of people while Im here, look at their operation, break some bread, and chat with them a little bit. Ill work with Liz to see how she thinks I can best help her and her staff. If Im a resource that they want to deploy, then Im happy to do so. I do intend to attend the European Congress in Spain this year, and Im very much looking forward to meeting our colleagues over there.

CBI: It sounds like youre excited about the opportunity to get more involved in the global industry.

Chris Smith: Im certainly excited about it. Chris Craytor did a phenomenal job over the last couple of years. Same with Liz and the staff and the job they did navigating us through the recovery period and building what weve built so far. Now its time to think about growth. Most operators are no longer talking about the pandemic and recovery, and the association has a similar focus. Its definitely time to seize the moment and look for opportunities to grow our association and our industry. Thats where my head is at, and I think thats where the staffs head is at as well.

CBI: Youve started a communications company, which hosts the show All Things Fitness and Wellness (ATFW), hosted by Krissy Vann. Whats your strategy behind this venture?

Chris Smith: Ive always been challenged by mentors and people Ive worked with to fill a void in the market when I notice one. Over a decade ago, that was personal training. Thats when I started the British Columbia Personal Training Institute, which has been very successful. My partner challenged me to look at other spaces where there was an opportunity, and that was in media. Thats not to say that there werent podcasts or people reporting within the fitness space, but the vast majority of them are what I would call operator driven and/or narrowly focused on specific agendas. Weve got some great partners and sponsors that are starting to get behind the platform in terms of storytelling, so I think the future is really bright for ATFW.

CBI: Can you talk a bit about what the fitness lifestyle means to you?

Chris Smith: Ive always really enjoyed lifting weights. Somebody I was joking with the other day told me they were taller than me, and I said, listen, Im not trying to be the tallest CEO, Im trying to be the strongest. So, I still lift pretty heavy and intensely. And its a big part of what I do. It gives me a great sense of focus and release. It has certainly impacted my life and my familys life in a positive way.

CBI: As you look toward the future, what are your hopes for the association and the global industry, including your own ventures?

Chris Smith: The one word I would say is growth. I believe the association is growing, but I want to think about how we can intelligently grow bigger. We need to be hyper-focused on the work that the staff is currently doing on the strategic plan to make sure that all stakeholders are appropriately represented. And we need to make sure the right amount of intensity is placed behind appropriate initiatives.

Its really not that different from how I focus on my own ventures when were looking to grow our business. Weve got a lot of plans were working on, and were excited about what we can go out and accomplish as a team for Fitness World Canada and the Health & Fitness Association.

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Bringing a Growth Mindset to the | Health & Fitness Association - Health & Fitness Association

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