Episode #511: Chelsea Piers Leadership: Greta Wagner on Culture and Customer Connection

Greta Wagner is a seasoned fitness industry veteran with over four decades of experience in the HALO (Health, Active Lifestyle, Outdoor) space. A current Board Bember of the Health & Fitness Assocation (formerly IHRSA), and Executive Director of Chelsea Piers, her journey began at the age of 16, when she started teaching what used to be called "aerobic dance." After a decade-long hiatus in the golf industry, her return to fitness was marked by a pivotal realization: The sector had seen little growth and was still grappling with engaging the same 80% of people who do not participate in regular exercise or attend fitness clubs. Her career reflects both her adaptability and enduring passion for promoting a healthier lifestyle. 

Greta shares her invaluable perspectives on fostering inclusivity, broadening communication, and the significance of a positive work culture that transcends beyond just having state-of-the-art facilities. Also discussed are the pressures of athleticism on young kids, branding excellence of Chelsea Piers, and innovative ideas for advocacy in the health and fitness sector. We'll hear about the challenges of maintaining client attention, and the evolving landscape of video and streaming technology. Finally, we'll look at leveraging competition and technology to drive member engagement and success. This episode is packed with valuable insights from an industry veteran on leadership, resilience, and the collective effort required to drive meaningful change in our space. 

On workplace culture, Wagner states, "I can't dictate what company culture is gonna be. I can hope what our culture is gonna be. We can say 'this is what our strategic plan is to make our culture,' but it's our actions, and it's how we live our lives in every moment while we're working together, playing together, socializing together, and our principles and core values. If you stay true to those and you hire the people who believe in those core values and can live it . . . that will resonate. In my opinion, that is everything." 

Key themes discussed

• IHRSA (and the industry's) challenges during the pandemic.
• 10-year summer camp experience, impact of sports.
• Workplace culture, branding, employee focus, values.
• Private, non-institutional company, unique KPIs.
• Monitoring retention and valuing employee contributions.
• The evolving role of the Health & Fitness Association. 

A few key takeaways: 

1. Greta emphasizes that a positive and inclusive work culture is crucial for any business's success, especially in the HALO space. She illustrates this by highlighting Chelsea Piers' commitment to their core values and how it translates into meaningful connections with customers and a happy, long time, dedicated workforce.

2. She emphasizes the importance of open conversations, organization, and effective messaging to address societal and political divisions. Enhancing communication and education within the club environment can foster unity and collective growth.

3. Both Moore and Wagner stress the significance of offering a variety of sports to children, rather than early specialization. This approach helps in reducing pressure and optimizing overall athletic development, allowing kids to explore various interests and skills.

4. Pete asks about leveraging the large membership base of clubs collectively for advocacy efforts. Collecting a small contribution per member per year, as Pete suggests, could significantly bolster financial capabilities for important advocacy initiatives at local, state, and federal levels.

5. Greta discusses the resilience of Chelsea Piers during natural disasters, highlighting the collaborative effort of employees and members to rebuild the property. This underscores the solid and caring culture of the company, which is pivotal in navigating crises like the COVID-19 pandemic.

Click here to download transcript. 

Resources: 

• Greta Wagner: https://www.linkedin.com/in/greta-wagner-6764a4bb/ 
• Health and Fitness Association: https://www.healthandfitness.org/ 
• Chelsea Piers: http://www.chelseapiers.com  
• Prospect Wizard: http://www.theprospectwizard.com
• Promotion Vault: http://www.promotionvault.com
• HigherDose: http://www.higherdose.com 

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