In this special two part episode we're exploring building a company culture in a digital world with sought after speaker, influencer, and fitness industry icon Bobby Cappuccio.
How can teams come together to form a culture that adopts new technology to deliver phenomenal client and customer experiences, and what is the mindset and best approach that really works from leadership?
If you've been curious about connecting the dots between data and customer engagement, our first half of this two part episode is teeing up Bobby's story of learning to use psychology and social media to deliver on culture, and in our second half, he'll bring it all together to provide more clarity on what leadership and culture means to the club in this digital world.
**Be sure to listen to episode 028 right after this show to hear our Fit Six round where Bobby shares his perspective on what our space needs most right now and how to make the most out of new opportunities created by technology and neuroscience.
Robert Cappuccio, aka Bobby Cappuccio, stands at the forefront of a life altering and ever evolving industry: wellness. He has spent the last two decades of his life pushing for not only an industry-wide but an individual to individual shift in perspective, from a solely outward focused goal oriented approach to health and fitness to a more holistic approach centered on behavioral change. A phenomenon that has helped position PTA Global (a company he co-founded) as a leader in professional fitness development.
A best-selling author, sales, leadership, and cultural development consultant for various companies including Hilton Hotels, Virgin Active, Equinox, David Lloyd Leisure and multiple businesses nationally and abroad, Bobby travels the world impacting lives, inspiring positive change and growth in individuals and companies alike.
Uncovering the deeper meaning for culture: What do you want to contribute, what problem do you want to solve?
Creating culture: What Bobby means by "Distinction or Extinction"
Mark Smith: "If we can change the culture, we can change everything."
How did IBM change company culture and how does that relate to the fitness industry?
How do mid-tier clubs thrive in the new digital world?
Bobby on Leadership: "You have to be able to imagine a future that would not exist otherwise."
Bobby believes that the technologies to create a robust company culture and generate real conversations with new members are already out there. It's now up to the clubs and staff to adopt it and bake it into the way they operate. What will make the difference is when a new member comes in to try the facility and we give them a program with an app downloaded from the club, where for every single day for 30 days (knowing that 30 to 90 days is our most precarious timeframe for losing members) we walk them virtually, step-by-step through a discovery in a real conversation. This is where we can use technology to truly help them identify what they really want.
When creating a thriving company culture in the digital and brick and mortar worlds, Bobby believes you can't afford not to engage in technology. Accept that sometimes you will create social media messages that will hit, and other times they won't. It is important to not take it personal. Don't get emotional because it's not about you, it's about what you want to contribute for other people.
For technology and people to work in harmony, we must have cultural transformation, not just execution. Real culture is a galvanized when a group of people share set of beliefs and rules that create ensuing behavior patterns. 20% is knowing what to do, 80% is communicating with yourself in a way that gets you to take action on what it is that you know. That's why wellness and behavioral practices, rather than nonspecific isolated modalities, are now becoming a mega-trend.
IBM Turnaround: "Culture Not Execution"
Scranton University: 92% of NYE goals fails, why?
Peter Drucker: "The purpose of a business is to create and keep a customer"