Ep 164 - What Success Looks Like in the Post-COVID Future with Martin Seibold, CEO of LifeFit Group

What has Covid-19 taught us and how will its influence the industry moving forwards?

In our first interview with Martin, back in June 2020, Martin was based in the UK, overseeing LifeFit Group's six brands, including Fitness First, Barry's Bootcamp, elbgym, Smile X, The Gym Society and New Moove. He talked about leading from the front in a crisis and the challenges of reopening facilities after lockdown 1.0.

Join Matthew Januszek in conversation with Martin Seibold

Today, as the world continues to deal with the effects of a global pandemic, Martin has moved back to his native Germany. In this episode, he talks very candidly about the challenges Covid has presented and its impact on business, plus how this current crisis will impact the industry moving forwards

For more information on the Escape Your Limits podcast visit https://escapefitness.com/podcast

Video version – https://youtu.be/LtJFPGiWLeI

Martin was destined to map out a career in the fitness industry. He grew up in Germany, where, at a young age, he started working in a gym owned and managed by his parents. The gym became IHRSA’s first facility member and was acquired by Fitness First as part of the brand’s global growth strategy. Martin as appointed marketing manager and, within six years, the business had expanded to over 90 clubs.

Martin’s talents did not go unnoticed and in 2006, Fitness First’s Founder, Mike Balfour asked Martin to relocate to the UK to head up the brand in the territory.

Today, Martin is leading multi-brand strategies and teams around the world, implementing humble growth strategies for the long term success, not just of the Fitness First brand but for the entire LifeFit Group brand portfolio.

The LifeFit Group unites multiple fitness brands from the boutique, high-value-low-price and premium segments under one roof, including Fitness First, Barry's Bootcamp, elbgym, Smile X, The Gym Society and New Moove. The Group is committed to inspire and support its customers to live their best lives through personal, fun and focused health and fitness experiences.

For more information visit www.lifefit-group.com

Join Matthew Januszek in conversation with Martin Seibold…

 

Episode highlights -

• How business leaders need to step outside of a situation, clear the diary and concentrate on a clear plan without interruptions
• Why it’s important, as a leader, not to be sat in HQ but to be highly visible, out with the customers, the teams, the partners.
• How the German and the UK governments differed in their management of the pandemic. 
• National versus regional lockdowns. Which is the favoured approach and why
• Should gyms be allowed to open? A single Fitness First Club in Germany recently won a lawsuit which declared the club should have been allowed to open. The brand attracted a lot of international attention for its actions
• It’s important to get decision makers and influencers into facilities to see how they operate and the safety measures in place
• How the industry has been guilty of focusing on servicing the minority and how this has to change if we are to address some of the major global health issues affecting the population How we have to, as a population, focus more on creating positive lifestyle habits. 
• How presenting our industry as part of the COVID solution openly in marketing and promotion is resonating with people and influencing behavioural change
• How do we turn the tide on inactivity? What population groups should we be targeting?
• How adjusting the environment can attract new segments of the population. The answer to growth lies in diversity of offer rather than trying to convert people into ‘gym lovers’, offer them an environment they will enjoy
• People enjoy human interaction and this is why coming out of the first lockdown, Fitness First saw such a healthy engagement amongst the membership. It also accounts for the fact that going into second lockdown there was no big spike in cancellations
• How being upfront and transparent has resulted in a retention of 75% of revenue during second lockdown
• How Smile X successfully plugged ‘white spots’ in urban areas across Germany
• The challenges of creating and monetizing a digital product
• Learn from the lessons and practices of other industries
• As a leader, it’s important to preserve the business. This means making difficult decisions around staffing levels and cost management. This is one of the biggest challenges. The other challenge is how to keep staff engaged and motivated during times when they are not able to fulfil their day jobs.
• How this pandemic will affect the industry in terms of number of facilities and percentage of population engaged
• How the population’s heightened awareness of the need to maintain personal health will be a main growth driver for the sector post Covid-19