+ ActiVe Strength - Gfitness

ask.
ian o’
Dwyer
how he.
Name: ian 0’Dwyer CompaNy: oD on movement positioN: owner
How maNy years Have yoU beeN iN tHe FitNess iNDUstry?
i have been involved directly since 1987, focusing on sports conditioning in the early days through a number of various
sports and then moving into movement conditioning/correction from 2001.
wHere Do yoU go For New iDeas?
i don’t really look for new ideas - they are continually brought forward by innovators in the industry. i try to laterally
think “how do i improve the knowledge that already exists?”. quite often our industry introduces new fads or trends
that look “sexy” but don’t have a lot if any science, research or practicality behind them.. i prefer to challenge the
science/research we have in a practical manner; if we can’t apply it to the client and get results then it really isn’t
valuable to us.
wHat booK, speaKer or preseNtatioN Has reCeNtly iNspireD yoU?
i am very fortunate to be exposed to a lot of our industry pioneers and they are all inspirational. anyone who has
passion, desire and positivity is inspirational. one person who has particularly inspired me is robert Cappuccio: he has
travelled one of the most unique journeys of any i have heard.
How Do yoU tHiNK tHe iNDUstry sHoUlD motivate its CUstomers to ‘move it’?
i think we need to get back to common sense. our lives are so complex and automated these days that we have become
de-sensitized to what our body wants, needs and feels. our body was designed to run, jump, hop, skip, lift, push, pull,
twist, turn and many other things yet we seem to do just the opposite by mainly sitting and walking. we need to get
back to having fun in our lives when we move. Find a child and play catch with them for ten minutes - the amount of
movement that you will perform and fun you will have will far exceed your expectations, not to mention be far healthier
for you by de-stressing your body and also moving you in the directions you are designed for. sounds a bit too much like
common sense doesn’t it?
How Do yoU DiFFereNtiate yoUr bUsiNess From yoUr Competitors?
my business has two divisions; education and personal training. the way that each of these differentiate from other
businesses is that they are practical, effective and fun. both areas of my business focus on tools that clients and
trainers can use to get an instant change, not a fix. if we can apply simplistic, effective movements or systems that
allow clients or trainers to experience change then that person has become and instant client. Do this consistently and
you now have a point of differentiation.
wHat New exerCise treNDs Do yoU see emergiNg
Next year?
i am not a big believer in trends. i think that our industry needs to get
back to making the experience more relationship based for all. From the
gym owner to trainer to client to cleaner, everyone has to feel important
and wanted. the better your culture within the Club the more successful
you will become. at present there is too much “i am more important
than you” syndrome involved in our industry.
wHat Do yoU tHiNK is tHe seCret oF yoUr sUCCess?
integrity, morals and ethics are the key ingredients; they are
no secret.
wHat is yoUr strategy to eNsUre yoUr bUsiNess
CoNtiNUes to be sUCCessFUl iN tHe CUrreNt
eCoNomiC Climate?
my current strategy is the same as it has always been. make
sure your products are effective, practical and work. make sure
you always place the client first; they are in fact paying you..
service is one area that has been overlooked in the prosperous
financial times. the better your service the better your
retention.
s ^
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