NEWS RELEASE

AFS MAKES HUGE STRIDES IN 2015

(CHICAGO, ILLINOIS, January 7, 2016) – 2015 was an incredible year for the Association of Fitness Studios (AFS).  As the only membership community dedicated solely to the business of fitness studios and entrepreneurial fitness professionals, AFS made great strides in bringing products, services and benefits to the fastest growing fitness market segment.

The 2015 momentum was based on major accomplishments in a variety of areas, including Research, Industry Relationships, and Digital Development.  In only a few days, 2016 already shows definitive signs of continuing AFS’ positive contributions to the industry.

“We built 2015 on the successes and learning of 2014,,” said AFS founder and CEO Josh Leve.  “We’ve listened to all of our constituents and implemented programs to meet their needs. Industry support has been incredible and is greatly appreciated.  It motivates us to do even more to help studio owners thrive, and studio developers achieve their dream.”

Here are some of the AFS 2015 highlights, made possible by contributions from scores of organizations, executives, fitness professionals, and companies.  We thank them all.
 

Leadership Position in the Fitness Industry

The continuing acceptance of AFS as the voice of the studio community – and the resulting leadership role AFS plays - leads the 2015 list of accomplishments.  Understanding the AFS mission, believing in the cause, and supporting the AFS Code of Conduct was demonstrated in increased media presence, organic activity, and a broader scope of achievement.
 

New, Improved, More Interactive Website (www.afsfitness.com)

By the end of 2015, the nearly six month effort of redesigning the AFS website was complete with the new site launching in early December.  Featuring heightened interactivity, greater clarity of mission, and enhanced navigational ease, the site is perfectly positioned to embrace both organic and driven traffic.
 

Market Research

In 2015 AFS addressed the huge industry need for quality studio business data by completing the first-ever research, the 2015 Studio Operations & Financial Benchmarking Study. The study’s final report identified key business metrics, national norms, and helpful insights to provide tools for studio operators and developers to enhance profitability.
 

Vendor Lead Generation Program

AFS addressed the delicate issue of developing leads for supporting vendors while protecting the integrity of the AFS membership with the implementation in late 2015 of the AFS Vendor Lead Generation Program.  This initiative connects vendors with the studio market in a voluntary, educationally driven program.  In the first month of the program over 300 leads were distributed to qualifying companies.
 

Business Education Events

Bringing quality business education to the studio segment of the fitness industry – without an ulterior sales motive - was an AFS 2015 priority objective.  We began that initiative with -

  • Alloy Personal Training Solutions Roundtable in March – where AFS’s sponsorship stimulated discussion and identified issues that were addressed later in the year
  • Club Industry Show – where AFS provided a full day and a-half of business education seminars specifically dedicated to studio owners and developers
  • National Strength & Conditioning Association Personal Trainers Conference – where AFS was so well received that an invitation for 2016 has already been accepted
  • Continuing Education Credits were again applied to the AFS series of seminars at Club Industry and for AFS’ exclusive eBook, STUDIO SUCCESS!
     

Industry Alliances

A key to AFS’ 2015 success is the support from so many industry organizations that actively and aggressively supported our launch and development.

  • Founding Alliance partners SPRI Products, SFIC Insurance, and the American Council on Exercise (ACE) were instrumental in AFS’ creation and development
  • Over 30 additional leading companies joined in including Precor, Merrithew™, Life Fitness, Core/Schwinn, Main Street Hub, and Heart Zones, among many.

Membership & Outreach

The essence and ultimate success of any trade association is its ability to be relevant to its constituents, as evidenced by internal support.  In 2015, AFS -

  • Grew its opt-in database to over 11,000 subscribers
  • Created the framework for substantial membership growth with a restructured program 
  • Provided studio owners and fitness professionals with a business-focused educational blog, roundtables, and over 100 exclusive articles focused on marketing, business operations, insurance, finance, and more.
  • Upgraded the AFS monthly e-Newsletter connecting the studio community
     

Expanded Advisory Council

To address the variances in the needs of fitness studios as segmented by discipline (Pilates, personal training, HIIT, yoga, indoor cycling, etc.) AFS expanded its Advisory Council with the addition of John Macgowan, John Garey, Dr. Kevin Steele, and Frank Nash – all bringing an unsurpassed level of expertise along with a selfless desire to contribute to the success of every AFS member.
 

Increased Focus on Advocacy

With growth and increased strength in 2015, the AFS Community became more focused on Advocacy issues surrounding the industry.  Organizationally, AFS participated with Sports & Fitness Industry Association (SFIA), PHIT America, and C-REP to addresses issues of regulation, participation, tax, and obesity.
 

Business Education Guides

Providing high-level, how-to tools for studio business success continued as a high priority for AFS in 2015, as evidenced by the publication of eight new business guides:

  • Finding, Hiring, and On-Boarding the Right Talent for Your Studio 
  • One Studio Generated 150 Leads in One Month - Here's How You Can Too! 
  • How to Build a Business Plan and Financial Forecast
  • Stories of Success from Studio Owners Across the Country 
  • Top Ways to Drive Traffic to Your Fitness Business 
  • Ten Tips for Designing a Dynamic and Functional Fitness Studio 
  • Understanding Insurance - What You Need to Know
  • Top 10 Behavior to Avoid as a Studio Owner
     

Outlook for 2016

Major initiatives already in various stages of development for 2016, include:

  • Membership - Launch of the new AFS membership structure 
  • Marketing - Aggressive digital marketing strategy to further increase the brand awareness of AFS to the masses
  • Online Education - A full curriculum of business education including CECs and CEUs
  • Research – The first-ever Marketing Research project that will identify and examine the most successful studio marketing strategies and tactics
  • Research - Year 2 of the AFS Operations & Financial Benchmarking Research
  • Business Education – Two NSCA appearances (National Conference and Personal Training Conference
  • Business Education - Club Industry 2016
  • Educational Programs
    • AFS/Trainer Elite Network Hydration & Retention Program
    • AFS/Schwinn Indoor Cycling Educational Program
    • AFS/Precor Keys to Successful Training Content Marketing
    • AFS/Go Daddy Get Online Start Up Package
       

About AFS

The Association of Fitness Studios (AFS) is the only membership community dedicated solely to the business of fitness studios. AFS provides studio owners and developers a wide array of business-specific products, services, and benefits that enable them to more effectively manage and grow their businesses, building on the passion, compassion, and courage they’ve already shown.  www.afsfitness.com

For more information on AFS, contact Josh Leve:   jleve@afsfitness.com     773-771-9990