The Passion Conversation: Understanding, Sparking, and Sustaining Word of Mouth Marketing by Robbin Phillips & Greg Cordell & Geno Church & John Moore

Author:Robbin Phillips & Greg Cordell & Geno Church & John Moore [Phillips, Robbin]
Language: eng
Format: mobi
Publisher: Wiley
Published: 2013-08-13T14:00:00+00:00

IT WAS TIME TO CHANGE THE FITNESS CONVERSATION

In order to give the Fitness Rebellion momentum, we had to start by finding the right people to lead the conversation. We began by searching internally for Anytime Fitness owners and trainers who were excited for the opportunity to inspire others. We knew they were people who realize that raising the world’s self-esteem begins in their club and their community, and that it happens one person (and one little win) at a time. We were looking for people who were ready to start a conversation that no one else was having in the fitness world.

Considering that we were looking amongst people who were passionate about fitness, we thought it would be pretty easy. It turns out that it was tough work.

We set up an online recruitment site and posted out the call for “Kickstarters” on the Anytime Fitness internal message board. The announcement came in the form of a personal video from Chuck and Dave. Most people who applied admitted to being a little unsure of what they were getting into.

We made the application process pretty detailed so that it would also function as a weeding-out process. Only 100 people or so took the time to go through the application and submit their story. Chuck and Dave were a little bummed that so few from their organization applied, but we weren’t surprised. We could have made the application process quick and simple; but we weren’t looking for people interested in quick and simple. We wanted 25 people who were willing to put some real skin in the game.

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