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Fitness Australia delivers Moore

Fitness Australia delivers Moore
May 1, 2016

With Bill Moore having just taken on the position of Chief Executive at Fitness Australia, he shared his thoughts on his role with Australasian Leisure Management.

Arriving in his new role, Moore comments “in an industry of this size and of this maturity, it’s easy to lose touch with members.

“With fresh perspectives from myself and David (Allan) in the Chairman role now is the ideal time to actively engage with our registered exercise professionals and the industry at large to really understand what it is that’s important to our members, and most relevantly, what it is they want and expect from us. This will be my focus over the next few months.

“(What we will do) continues from initiatives already in place - we’ve had independent member research conducted to help drive our future strategies.

“Our Board of Directors are hosting listening tours, taking a focus group approach and we’re actively building on our value proposition for members. We have staff members on the ground who are constantly in touch with PTs and business owners, and we’re also about to launch an online space specifically designed to support fitness businesses to grow and to be sustainable which is tremendously exciting

“We’ve built strong foundations but we need to be ready for future innovation and disruption; ours is a developing, fresh industry and it’s critical that we not only keep up but take the lead with new concepts and industry support initiatives. Our team is agile and experienced and we are ready for industry disruption – we saw it happen with Operation MUSIC some years ago, and we’ll be here to represent industry again if the need arises.”

Bill Moore answers some specific questions on the future of fitness.

Australasian Leisure Management: “Fitness has often been plagued by ‘get rich quick’ operators which have affected industry credibility and, anecdotally, it seems there may be something of a return to this. How does fitness avoid this?

Bill Moore: “What the industry can’t afford to do is to slip back to the bad old days of gym closures and dodgy operators and questionable practices. It goes without saying that Fitness Australia would never support any untoward business practices but that’s not enough. 

“That’s why we work closely with the relevant Department of Fair Trading on our complaints handling processes and continue to produce industry improvement tools. Our expectations are for an always-improving skilled workforce and continuity of career opportunity (and) maintaining the good reputation and credibility of the fitness industry and profession.”

ALM: “Somewhat linked to this has been endorsements by celebrity trainers. How does the industry cope with this perception?”

BM: “Ours is a highly faddish industry – there is always some new exercise, diet, training modality or exercise technique that can be exploited and sold and it can be fertile ground for less scrupulous operators to take advantage of a trusting public hungry for the next big thing. I think that most of us can see through blatant opportunism and incongruous endorsements. 

“But our rapidly growing industry hosts a complex mix of passionate players who by and large have something to offer and it’s equally important not to be unduly dismissive. At an industry level it goes without saying that Fitness Australia doesn’t support unethical or unconscionable behaviour but we should remember that the vast majority of the industry workforce work hard to provide positive outcomes for Australians.”

ALM: “With more competition and changing consumer trends, how will the fitness industry stay fresh, relevant and competitive?”

BM: “The Australian fitness industry is on a growth trajectory that was only dreamed of when Fitness Australia was being created at the beginning of this century. It has changed significantly over the past five years and will continue to change and evolve as the appetite of a health conscious, ageing population demands more fitness and wellness remedies.  We are more health, fitness and wellness conscious than ever before and this, along with technology, will drive the industry to new heights. We can train whenever we want, day or night. We can get a healthy snack or meal at more locations than ever before. There have never been as many exercise alternatives to choose from – passive exercise studios, functional training, small group training, virtual classes, resistance training with superb ergonomics, outdoor training.

The vast array of alternatives has grown from a combination of a highly motivated fitness industry made up of well-educated fitness entrepreneurs and a public demanding an ever increasing range of products and services to satisfy its health and fitness needs. This will not change in the near future.

“The advent of technology such as wearables and mobile apps that track exercise and performance will continue to impact on the delivery of fitness services and we will see the Segway of this data collection technology into the health sector and Australia’s ageing population. Longer life expectancy and greater understanding of personal health and wellbeing generally is leading older Australians to invest more readily in their own health and fitness through engagement with the industry. The rise of the celebrity trainer fuelled by social media has brought a wider audience to the industry and will continue to do so even as the space becomes more crowded and competitive.  

“The relevance of Fitness Australia in this hyper active environment has never been more acute. As the peak national fitness body we play a critical role in continuing to support the development of the industry and being the voice of the tens of thousands of players – personal trainers, businesses, industry suppliers - that make up this exciting category which I am immensely proud to be a part of.”

Bill Moore, Chief Executive, Fitness Australia 
Bill Moore has an extensive background in the fitness industry, commencing with the ownership of a strong independent fitness facility in Balmain in the early 1990s and being involved in the foundation work and establishment of key principals that now underpin Fitness Australia.  

Recently Moore was responsible for the development and successful running of the Michelle Bridges group of companies. 

Bill Moore, along with David Allen, was interviewed in the March/April issue of Australasian Leisure Management.

To read the full feature, subscribe to Australasian Leisure Management at www.ausleisure.com.au/magazine/subscrib/

30th April 2016 - DAVID ALLAN: MEMBERS ‘NEED TO SEE STRONG VALUE IN BELONGING TO’ FITNESS AUSTRALIA

15th April 2016 - MICHELLE BRIDGES SAYS UNQUALIFIED PERSONAL TRAINERS PUT LIVES AT RISK

14th March 2016 - FITNESS AUSTRALIA NAMES BILL MOORE AS NEW CHIEF EXECUTIVE

13th February 2016 - FITNESS AUSTRALIA CHIEF EXECUTIVE LOOKS BACK ON 10 YEARS OF ACHIEVEMENT

19th October 2015 - GYM ATTENDANCE HIGH BUT BARRIERS TO EXERCISE STILL SIGNIFICANT

21st May 2015 - NEW PRINCIPLES TO GUIDE THE FITNESS INDUSTRY 

5th December 2014 - FITNESS INDUSTRY BOOSTED BY HIGH DISCRETIONARY INCOMES AND HEALTH PROMOTION


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Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.

 

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