A Tale of 5 Cities…
Many people do not realize the extensive travel our corporate team does to develop the elements? brand… it is not uncommon for 2 or more of our brand team members to be in various cities on any given week, conducting site selection, interviewing potential development groups, researching, or attending conferences. This week is a bit more unusual than most, as 5 of our team members are traveling (in 5 different world cities).
I once again begin my week in Manhattan, continuing my work with developing our annual media calendar, and attending to several strategic developments, such as the expansion of our new online magazine and interactive blog format, to be released this summer. Today I met with international music producer Oren Nizri, to discuss elements fitness radio. We are beta-testing a sequence of workout music podcasts, free music downloads for members to enjoy while exercising. I believe it is a great potential brand extension, and can be further developed to include a variety of personalized (customized) workout options.
Meanwhile, several hundred miles south, Christine Morgenstern, our national club development director, is in Washington DC meeting with our newest elements? owners, as well as a regional operations group. Christine is conducting preliminary market asessments, and evaluating competitive trends in the region, about a year prior to us making a club launch there. We believe proper (and extensive) pre-opening research is one of the keys to the success of each of our locations. Over the years, Christine and I have developed an enviable list of "essential ingredients" for successful site selection.
On the opposite side of the country, in San Francisco, Anna Pfeffer, our Interactive Director is attending a high level conference on web marketing, and online community building. We believe the online communities will be an important point of disctinction for elements?, and have invested considerable resources into the development of these projects. Anna, an Ogilvy alum, is no stranger to the blogging space… we are receiving much early feedback on our new programs, a sure sign that we are onto something big…
Anna is joined in California by Russ, Business Opportunity Advisor, who is now dedicated to elements? West Coast expansion efforts.
Perhaps the most interesting traveler of the week is Colleen Hawco, Corporate Operations and Club Support, who is on a 2 week tour of Asia. Today, she has reported in from Thailand. elements? is preparing the launch of several important Asia markets, including Korea. We have been closely monitoring the consumer trends in the region, and believe Asia holds one of the most promising market potentials internationally. US Fitness brands and products are very highly regarded overseas - one of the initial brand efforts will be to co-sponsor the first fitness certifications in the region, in association with an Asian trade group and our expert Fitness Advisory Board.
Several of our Board members already write national fitness programming manuals in the US, for AFFA. This recognized fitness certification will add to the consistency of fitness experiences, and will also position elements? as a fitness leader in the region. Be sure to check back, as I will be posting some pics of the tour as soon as she returns.
