“You can learn alot from a mouse”
It’s back to the airports this week for our corporate team… travel is an essential component of developing a brand, and we are no strangers to the skies. Our team is fairly hands-on with club development and media, so it is important to us to visit sites, meet developers, etc.. in their own markets. Since we customize the elements clubs for each location, we take time to study local market flavor and trends. As I am writing this, I am packing bags for a tour through Orlando (for the ABC, Athletic Business Conference), where we will hold several high level meetings. One of our key meetings will be with the executives of HUR, who are flying in from Finland, to discuss next generation versions of our elements "smart" workouts, as well as web integration with our online lifestyle portals. Our vision for elements online is a seamless portal for elements members where they will be able to book classes, shop for product, review their workout stats, and plan their diet/menus all from the comfort of home or computer… we are very close to accomplishing this reality.
Industry conferences, such as ABC and IHRSA, are great opportunities to meet with leaders in the finance, leisure, and finance industries. Reflecting back, elements has really had great success at each show we attend, in terms of strengthening the brand.
Orlando is a great city to study concepts, experiences, and overall retail marketing, especially during the Holiday Season. One of my favorite places to visit to get design inspiration is Disneyworld, and its surrounding marketplaces. In these environments, designers can let themselves create with no limitations… "magic" is the key word used during design. The result is some of the most stunning (and profitable) store locations. By studying the use of signage, colors, lighting, and traffic, we can take inspiration back to our designer to weave into the fabric of the clubs… see, you can learn alot from a mouse!
