Having attended 10 of IHRSA’s 12 annual European Congresses, I look back fondly, recalling the amazing people I have met, as well as the cities it has brought us to – Madrid, Brussels, London, Berlin, Rome, den Haag/Amsterdam, Paris, Lisbon, Dublin, Barcelona, Milan, Vienna. Each event had its own personality, made up of the people who attended and the local culture. Now we come full circle, back to the city that launched the Congress – Madrid.

We’re heading to a city that’s home to one of our strongest international partners, MAS (Management Around Sports). MAS will be providing delegates with recommendations of what to do and see, to help attendees fully experience Spanish culture.

We expect 450+ operators and industry professionals from approximately 30 countries and five continents, making the Congress not only a European event but a global learning experience. There will be ample opportunity to network with peers, speakers and sponsors, with a sponsor showcase featuring the latest product innovations, as well as networking breaks, dinners and a tour of local clubs.

The educational programme will cover all aspects of the health club business such as leadership, sales management, retention and member loyalty, strategies for creating a leading brand, financial management, community engagement, and social media.

One of our keynote speakers, Magnus Lindkvist – an author and trendspotter from Sweden – will address the subject ‘When the Future Begins: Trendspotting, Future-Thinking and the Attack of the Unexpected’.

We hope that you will join us at the IHRSA European Congress in October

“Generating positive PR is an ongoing activity that begins with getting yourself physically outside of your club. Either make the commitment to do it yourself, or assign a capable representative.

Join local business groups such as the Chamber or the Business Association. Join local service groups such as Rotary International, Lions Club, Kiwanis Club or Red Cross. Get involved with charitable organisations at a local or regional level.

Once you’ve joined and become familiar with these groups, take on a few choice leadership roles in the organisations that align closely with your mission. This will demonstrate to the community not only your dedication, but also your ability to achieve goals and make a difference. We found we could make the most impact for good in the community, and gain the most credibility for doing so, by being leaders.

In addition, support local charities and schools through a well-managed system of donating goods and services to their various fundraisers.

Finally, create good relationships with your local media. This is more easily done when your community involvement is already established. Often the local media will be present at community events and interested in how you are contributing. This leads to organic relationships with the media that will give you access when you need it.”

Read more answers to this question at www.ihrsa.org/industryleader