Episode #517: Chris Craytor on Innovative Strategies for Health Club Growth and Member Retention

Chris Craytor took on a significant challenge when joining the board of IHRSA, the  International Health, Racquet & Sportsclub Association. At a time when raising funds was particularly difficult, Craytor played a key role in steering the organization towards a stronger focus on advocacy, education, and research. With the strategic hire of Liz Clark as CEO, Craytor helped pivot IHRSA—now known as the Health and Fitness Association—towards these critical areas. This shift was underscored by the COVID pandemic, which signifcantly heightened awareness among club operators about the importance of advocacy. Craytor envisions increased efforts to influence state-level legislation, recognizing that many crucial battles for the industry are won and lost at the local level. 

Chris and host Pete Moore discuss a range of topics crucial to the fitness industry, including managing member relationships, especially within the Medicare Advantage community, and the critical role of customer retention. Chris shares his innovative approach to business by addressing personal and professional challenges and emphasizes the significance of strong leadership.

They also explore the ever-evolving landscape of health insurance, exercise and its impact on long-term health, and the importance of preventative care covered by groups like Medicare and Medicaid. Chris also highlights the rapid growth in insurance-based memberships and the challenges and solutions provided by Welld Health, a leading software platform connecting health clubs to healthcare payers.

Key themes discussed

• Discussing importance of active voter participation and issues.
• ACAC founded with inclusive, community-focused approach.
• Layering AI in medical data for reimbursement.
• Software companies require 5-year SaaS agreements.
• States for ACAC business expansion in 36 months.
• Clean database, streamline member files, reduce rejection.
• Popular programs offer competitive advantages in business.

A few key takeaways: 

1. Medicare Advantage Programs and Revenue Potential: Health clubs can significantly benefit by targeting the Medicare Advantage community. Large chains have the potential to generate millions of dollars monthly through these programs.

2. Customer Retention and Leadership: Effective customer retention efforts are crucial for clubs. Finding the right individual within the club to manage these efforts can make a significant difference. The role of a Chief Revenue Officer was highlighted as potentially beneficial for improving accounting processes and overall efficiency.

3. ACAC's Inclusive and Comprehensive Approach: Chris shared insights into ACAC Fitness and Wellness, which operates on a larger format with high-end amenities. Their approach to inclusiveness, medical programs, physician referrals, and partnerships with doctors and hospitals sets them apart. The emphasis on tracking member outcomes and offering first-class service above their middle-market price point further highlights their differentiation.

4. Health and Fitness Advocacy: The rebranding of IHRSA as the Health and Fitness Association underscores a new focus on political advocacy, education, and research. Project 435, for example, aims to have a club captain advocating for health clubs in each of the 435 congressional districts, showcasing the importance of grassroots advocacy within the sector.

5. Challenges and Benefits of Health Insurance Integration: The podcast also shed light on the integration of health insurance with fitness clubs, particularly the challenges around eligibility verification, member management, and reconciliation. Software platforms like Welld Health play a critical role in reducing rejection rates and bad data, ultimately saving significant revenue for clubs. The ability to run long-term medical programs via partnerships with YMCA's and medical centers further illustrates the evolving landscape of preventative healthcare coverage.

Click here to download transcript. 

Resources: 

• Chris Craytor: https://www.linkedin.com/in/chris-craytor/
• Welld Health: https://www.welldhealth.com/solutions  
• ACAC: https://acac.com/ 
• Prospect Wizard: http://www.theprospectwizard.com
• Promotion Vault: http://www.promotionvault.com
• HigherDose: http://www.higherdose.com 

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