FIBO Ambassador Herman Rutgers: Your road to a successful club

Which developments are currently moving the international fitness industry and what is important when opening your own studio, who could answer these questions better than FIBO Ambassador Herman Rutgers. In the interview, you can also find out how the industry expert keeps fit and healthy in everyday life.

FIBO: What developments are you currently observing in the international fitness industry?

Herman: There are currently many developments in the international fitness industry. However, two things stand out for me. One is group exercise and the other one is digitalization.

Group exercise is the number one as it has opened up the market for many people who like to work out with others and enjoy the social aspect and the guidance of a trainer. I named digitalization because it helped to motivate people and show them their progress in their activity like when you are using an apple watch or a myzone for example. Digitalization has also enabled club operators to improve their business. 

(c) FIBO / RX Austria & Germany

FIBO: What advice would you offer to aspiring studio owners? 

Herman: Plan your work and then work your plan. Like in sports, preparation is key. Make sure to make a very good analysis of the local market where you want to open your studio or your club. You must have a concept that is different from what others are already offering and you must make sure, that you have a detailed plan for each of the six ‘p’s. Let me explain them for you:

1. Place: You must have a very good location.
2. Product: You must define what product and services you offer.
3. Price: You must be competitive.
4. Profit: You must make sure that you make a profit and a price you choose
5. Promotion: You must make a very good plan for the launch and the ongoing advertising.
6. People: You cannot do everything yourself. Without good staff, you will not be successful.

After you have implemented your plan, and you have opened your club, listen very carefully to your members and adjust your proposition if necessary. That would be, in a nutshell, my very simple advice. 

FIBO: How do you stay fit and healthy in everyday life?

Herman: I try to do something different every day. For cardio, I run about five kilometers two or three times a week. Either outside or if I don’t like the weather conditions on a treadmill. Once a week, I do strength training with a coach, and I do group exercise at my local fitness club once a week. So yes, I like to practice what I preach. And in addition to exercise, I try to get at least seven hours of sleep per day and I do watch what I eat as much as I can. And its also just simple things: like using the stairs instead of the elevator and for short distances I use my bike or I walk if I can avoid using the car. When I work in my office, I try to stand as much as possible. As we know, sitting is the new smoking. 

FIBO: What has been your biggest milestone so far?

Herman: My biggest milestone is that I ran three marathons in my life. My personal best was 3 hours and 44 minutes in Chicago. But that milestone lays a few years back.