CBE Winter Report.qk - IHRSA

CBE Interview We will make our public and government relations
efforts more professional and streamlined
Hans Muench
celebrates his return to IHRSA as the new Director, Europe
By Patricia Amend
CBE: This is a major move for you. What does it feel like to
rejoin the IHRSA staff?
HM: It feels like coming home. I am looking forward to
re-connecting with industry friends and meeting the leaders
that have emerged over the past eight years. IHRSA has a
long history of bringing people together to learn, network
and share best practices. I am excited to work, once again, on
industry growth initiatives in Europe.
CBE: You have now worked on both the equipment side and
the club side of the business. How will this experience help
you in this new position?
HM: I have come to understand the different needs, interests
and interdependencies of the various stakeholders in the
European fitness industry. In my work with the training and
education provider BSA/BA in Germany, I also gained
insight into this important aspect of
the business and its relevance.
CBE: What are your goals for your
position as Director, Europe?
HM: They are consistent with
the previous strategy of IHRSA:
protect and grow the industry.
We will make our public and
government relations efforts
more professional and streamlined.
We will work with our
partners in their respective markets
to coordinate and share
best practices.
Hans Muench
Q&A Highlights
• goals for the IHRSA Europe Council
• opportunities and challenges
• VAT and its effect
• becoming more professional
CBE: How will the newly formed IHRSA Europe Council
advance the needs and goals of the industry?
HM: The Council will guide IHRSA in its plans to grow the
industry in Europe. It is really formalising a process that
has been happening on an informal basis with industry
leaders over the past several years. We would talk one
to one with people and incorporate their thoughts and
ideas into products and services aimed at serving the
market. The establishment of the Council provides the
opportunity for these leaders to interact with one another
on an ongoing basis, and come to agreement together on
what the industry needs to do to grow in Europe.
CBE: Overall, what do you see as the “bright spots” or the
positive developments in the industry in Europe?
HM: The EU is keen on the anti-obesity message/campaign,
and could give funding to our industry if they see us as
part of the solution, and I see tremendous opportunities
to work with various governments, with health insurance
companies and with other stakeholders in the wellness and
disease prevention part of the industry.
CBE: What are the most significant trends and greatest
challenges?
HM: In my view, low-price competitors will grow and the
middle market will contract. In Germany for example,
growth is occurring more at the bottom of the market
right now. I believe the same may be said for the UK.
Middle market clubs will thrive only if they find their
market niche and satisfy the needs of those consumers.
They need to understand their core businesses in order
www.ihrsa.org � JANUARY/FEBRUARY 2008 � Club Business Europe 15
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