SOAR Blog

Paul Zane Pilzer, keynote speaker at Health+Fitness Business Expo & Conference, raised an interesting question during his address. What industry are we in today?

Is it the exercise industry? The fitness industry? The health industry? The weight loss industry?

With the graying of America and the increasing living standards (both here in the U.S. and abroad), Pilzer suggested that, in fact, the companies, organizations and individuals attending H+FB were now in the “Wellness Industry.”

The Wellness Industry touches all things concerned with keeping people “well,” as opposed to the medical industry which is focused on getting people “better” when they get sick.

Pilzer claims that the Wellness industry already generates more than $500 billion in revenues per year and is on its way to topping $1 trillion annually in the near future.

I think this was a new concept for most listeners in attendance.

And although I wish he would have used a PowerPoint presentation to support his speech, I thought Pilzer was spot-on with this concept.

Often the most important thing an executive can do from time to time is to objectively analyze one’s industry, company, product/service mix, positioning, branding, messaging, etc. and ask reflectively, “Are we still on point?” In other words, “Has anything changed in the marketplace that we need to be aware of and make adjustments for?”

Pilzer’s presentation gave me great food for thought about the entire “Wellness Industry” in all of its various aspects, something I hope the other attendees experienced as well.

I love going to a trade show for the first time ’cause it always provides an opportunity to quickly gauge the pulse of an industry.

That said, my trip to the Health+Fitness Business Expo & Conference started off on a somewhat different note than most as I began the afternoon out near the Denver airport to participate in the 2nd Annual SNEWS Golf Scramble at H+FB, a charity event to benefit Augie’s Quest.

To be honest, I was a bit nervous to be out on the links again as I had not been golfing once since I had had surgery to repair labrum tendon in my right shoulder. (Not that I was a great golfer before my surgery, mind you; but I was a bit concerned.)

Nevertheless, the opportunity to support a good cause while golfing with two leaders in the recreation industry — Tim Blumenthal, Executive Director of Bikes Belong; and Joe Flynn, Vice President Sales & Marketing, Nielsen Sports Group – was a chance I could not pass up.

As it was, Tim and Joe were excellent partners for me (and each other) in the scramble, as they both hit quite well and were very supportive of me as I had a consistently inconsistent round. Interestingly, the best part of my round was my chipping game. something that’s never been a strong suit before. Who knew?

Our team finished in the middle of the pack (score-wise) which was fine for me as I wasn’t expecting to compete for top honors anyway, just mostly looking for a good time, an opportunity to make some new friends and the ability to support a worthy cause.

The tourney at Green Valley Ranch Golf Club also allowed me the opportunity to connect up with SOAR Communications clients Lance Camisasca and Rich Kelly, Show Director and Marketing Manager, respectively, for both H+FB and Interbike.

Last comment. Steve Beuerlein, former NFL quarterback and now an NFL Game Analyst for CBS (and fitness club owner), was recruited as “the” celebrity golfer for the tourney. Beuerlein set up camp at the 12th Hole at GVR, where for $20 he was available for an extra drive off the tee for each team in the tourney.

Since it was for a good cause, the members in our team each ponied up twenty bucks, which led Beuerlein to guarantee he’d drive a ball out to the 200-yard marker for us.

And doggone it, sure ’nuff, we found his ball right where he said it would be.

Anyway, thanks to everyone at SNEWS and H+FB for putting together a great event. I look forward to hitting the links once again at next year’s H+FB.

So I’m heading off to Denver tomorrow to attend Health+Fitness Business Expo & Conference (a SOAR Communications client), the Nielsen Business Media trade show focused on the home exercise equipment marketplace.

This will be my first trip to HFB, so I’m excited to see the show, meet many of the players and support the PR needs of HFB, the exhibitors and the journalists.

In addition, I’ll be participating in the 2nd Annual SNEWS Golf Scramble tournament tomorrow afternoon at the Green Valley Ranch Golf Course outside of Denver. Should be an interesting afternoon as I haven’t played a round of golf since my shoulder surgery 18 months ago.

I’ll let you know how it went.