In this special two part episode we're exploring building a company culture in a digital world with sought after speaker, influencer, and fitness industry icon Bobby Cappuccio.
A lot of what we've been uncovering in our podcast is around the technology, wearables, and virtual platforms that are helping facilities and fitness professionals deliver exceptional service and value, but what has been a hot topic recently among trade magazines, industry shows, and in round tables is a looming question:
How can teams come together to form a culture that adopts new technology to deliver phenomenal client and customer experiences, and what is the mindset and best approach that really works from leadership?
If you've been curious about connecting the dots between data and customer engagement, our first half of this two part episode is teeing up Bobby's story of learning to use psychology and social media to deliver on culture, and in our second half, he'll bring it all together to provide more clarity on what leadership and culture means to the club in this digital world.
**Be sure to listen to episode 028 right after this show to hear our Fit Six round where Bobby shares his perspective on what our space needs most right now and how to make the most out of new opportunities created by technology and neuroscience.
Robert Cappuccio, aka Bobby Cappuccio, stands at the forefront of a life altering and ever evolving industry: wellness. He has spent the last two decades of his life pushing for not only an industry-wide but an individual to individual shift in perspective, from a solely outward focused goal oriented approach to health and fitness to a more holistic approach centered on behavioral change. A phenomenon that has helped position PTA Global (a company he co-founded) as a leader in professional fitness development.
A best-selling author, sales, leadership, and cultural development consultant for various companies including Hilton Hotels, Virgin Active, Equinox, David Lloyd Leisure and multiple businesses nationally and abroad, Bobby travels the world impacting lives, inspiring positive change and growth in individuals and companies alike.
Listen To Episode 027 As Bobby Uncovers
Why "business as usual' won’t cut it in the new digital world
Why you can't be a people person in today’s world without technology
Uncovering the deeper meaning for culture: What do you want to contribute, what problem do you want to solve?
Creating culture: What Bobby means by "Distinction or Extinction"
Why you can't afford not to embrace technology
Mark Smith: "If we can change the culture, we can change everything."
How did IBM change company culture and how does that relate to the fitness industry?
How do mid-tier clubs thrive in the new digital world?
Knowing what to do is the the answer: 20% is knowing what to do, 80% is communicating with yourself is taking action on what you know
Practical tips that make fitness leaders and Fit Pros perform better on the fitness floor and in teams
Emerging trends: community based wearable technology
Why "micro-missions" are essential to galvanizing company culture
What opportunities and roadblocks does Bobby see in our industry around the intersection of technology and fitness in the next 2 years
Bobby on Leadership: "You have to be able to imagine a future that would not exist otherwise."
Top 3 Takeaways From The Show
Bobby believes that the technologies to create a robust company culture and generate real conversations with new members are already out there. It's now up to the clubs and staff to adopt it and bake it into the way they operate. What will make the difference is when a new member comes in to try the facility and we give them a program with an app downloaded from the club, where for every single day for 30 days (knowing that 30 to 90 days is our most precarious timeframe for losing members) we walk them virtually, step-by-step through a discovery in a real conversation. This is where we can use technology to truly help them identify what they really want.
When creating a thriving company culture in the digital and brick and mortar worlds, Bobby believes you can't afford not to engage in technology. Accept that sometimes you will create social media messages that will hit, and other times they won't. It is important to not take it personal. Don't get emotional because it's not about you, it's about what you want to contribute for other people.
For technology and people to work in harmony, we must have cultural transformation, not just execution. Real culture is a galvanized when a group of people share set of beliefs and rules that create ensuing behavior patterns. 20% is knowing what to do, 80% is communicating with yourself in a way that gets you to take action on what it is that you know. That's why wellness and behavioral practices, rather than nonspecific isolated modalities, are now becoming a mega-trend.
Power Quotes From Bobby
"As a coach, presenter, and consultant of both sales management and training across our industry, I know the technology we need is out there. What will make the difference is when a new member comes in to try the facility and we give them a program with an app downloaded from your club where every single day for 30 days (knowing that 30 to 90 days is our most precarious timeframe for losing members) we walk them virtually, step-by-step through a discovery of a real conversation. This is where we can use technology to truly help them identify what they really want." - Bobby Cappuccio on the Fitness + Technology Podcast
"Technology has changed the way we have to sell, for the better, forever. You cannot get away with some of the complete and utter rubbish we got away with 20 years ago." - Bobby Cappuccio on the Fitness + Technology Podcast
Resources Mentioned From Bobby
How do we implement neuroscience into fitness - Roy Sugarman
Peter Drucker: "The purpose of a business is to create and keep a customer"
Thanks To Our Outstanding Sponsors
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Bryan O’Rourke and his family of companies including Vedere Ventures, Integerus Advisors, and many more. If you are looking for unmatched guidance, capital, insights or a great speaker or facilitator, Bryan and his partners are the go to resource for your organization. To learn more visit bryankorourke.com
The Fitness Industry Technology Council, your non-profit resource for reliable technology information supported by forward looking brands who are seeking to drive increased technology adoption in the fitness industry. Make a difference and join FIT-C at fittechcouncil.org today
Check out Bryan and his partner Robert Dyer's recent book "9 Partnership Principles: A Story of Life Lessons" which is available now on Amazon.com