An Exciting New Look and Unrivaled Market Approach
By Bill Davis
Every year, I look forward to IHRSA! It is always a great opportunity to meet up with customers, see friendly industry faces, and catch up on opportunities and trends impacting club operators.
This year, I am doubly excited as ABC Fitness can share something we have been working on for the past few years that is coming to fruition. I am very proud that during her keynote address, my colleague Kelly Card shared a first look at the striking new corporate identity and details of the new way we will serve the industry today and in the future. She unveiled our new logos and plans to deliver tailored solutions through dedicated yet complementary and integrated platforms – ABC IGNITE, ABC GLOFOX, ABC EVO and ABC TRAINERIZE.
The latest development in our corporate evolution is more than skin deep. It follows millions of dollars of investment and several strategic acquisitions. It allows us to operate as one “Branded House” that is unrivaled by any other player in the industry. It gives us, through our branding platforms, the extremely compelling ability to deliver club management solutions that solve the universal challenges of managing member engagement, billing, commerce, and business intelligence (that all fitness businesses face whether an individual coach or trainer, a specialized boutique or studio, a local gym, or a regional chain, multi-location franchises), in ways that are optimized and tailored to specific market segments and geographical regions.
Each platform is primarily focused on specific verticals but, as part of the wider ABC suite of products, benefits from the ability to integrate best-in-breed technology and solutions. Our platforms are focused as follows:
- ABC IGNITE a fully integrated club management solution optimized for traditional, large gyms and multi-location franchises in North America.
- ABC GLOFOX a fully integrated club management solution primarily focused on boutique and studio fitness businesses anywhere in the world.
- ABC EVO an integrated club management solution focused on Latin America. It is optimized for country-specific payment processing and delivers content in native languages.
- ABC TRAINERIZE a member engagement mobile app and software platform that allows coaches and fitness businesses to expand their reach beyond their physical space, better connect with members and digitize the training experience.
The approach already benefits from shared expertise and technology infrastructure. For instance, the groundbreaking mobile technology that powers the ABC Trainerize platform forms the backbone of the wider groups’ engagement solutions. Likewise, economies of scale provide key advantages in commerce and payments functionality and performance insights to be delivered.
By harnessing the best talent, technology, and data insights at a macro level and delivering solutions through our one brand in tailored, bespoke, and creative ways, we benefit from the combined resources of a global leader with the nimbleness of an individual and invested business partner.
I’m equally excited by the new look and brand feel. The new ABC and platform logos are fluid yet strong, flexible yet stable while reflecting the industry by conveying perpetual motion and placing people at the center of the experience. Similarly, our approach places various market segments and regions at the center of our tailored delivery.
We are on a journey to redefine how fitness operators and members interact with technology and each other to better reach their respective goals. This is just the beginning, and I look forward to sharing further updates over the coming months.