Michigan Fitness Association
Summer 2026
TURN YOUR SUMMER SLOWDOWN INTO A SUMMER
SMASH
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CONTENTS MiFitNews
Summer 2026 | Issue 3
FEATURES MFA Annual Conference................... 5 Turn Your Summer Slowdown into a Summer Smash......................... 8 Five Steps that Build Amazing Fitness Staff..........................................12 Hyrox is Here to Stay.........................13
DEPARTMENTS Director’s Message.............................. 4 Owner Spotlight..................................14 Human Resources..............................16 Financial Planning..............................18
DIRECTOR’SMESSAGE
Every day, fitness professionals across our state help individuals improve their health, confidence, and quality of life. Together, we share an important mission: building a healthier Michigan. That mission is bigger than any one facility or business. It requires a united voice, shared knowledge, and a commitment to supporting one another. That’s exactly what your membership in the Michigan Fitness Association provides. As an MFA member, you gain access to resources designed to help your business thrive while strengthening our industry as a whole. Our Michigan fitness industry careers site connects employers with qualified professionals, helping members recruit talented individuals who are passionate about serving our communities. Our monthly e-newsletters and quarterly digital magazine keep you informed on industry trends, business strategies, legislative updates, and best practices so you can make informed decisions for your organization.
LAUREN GASS
MFA EXECUTIVE DIRECTOR
One of the highlights of the year is our Annual Conference on October 21. This event brings together fitness business owners, managers, and industry experts for a day of practical education, fresh ideas, and meaningful networking. You’ll leave with actionable strategies to improve your business, valuable connections with fellow professionals, and inspiration to continue growing in an ever-changing industry. Just as important, the Michigan Fitness Association serves as the voice of the fitness industry in Lansing. Through our advocacy efforts, we work to ensure lawmakers understand the essential role fitness businesses play in improving public health and strengthening local economies. Having a strong, united membership gives us greater influence when representing your interests and the future of our industry. Your membership is more than access to benefits—it’s an investment in the success of your business and the health of Michigan’s communities. Every new member strengthens our collective voice, expands our network, and helps us create a more vibrant future for fitness across the state. Thank you for your continued support of the Michigan Fitness Association. Together, we are building stronger businesses, healthier communities, and a healthier Michigan. I look forward to seeing many of you at the Annual Conference this October as we continue moving our industry forward—together.
THANK YOU 2026 CORPORATE PARTNERS SILVER
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BRONZE
BRONZE
MICHIGAN FITNESS ASSOCIATION
MFA ANNUAL CONFERENCE
BUILDING THE BUSINESS OF
FITNESS
STRONGER BUSINESSES BUILD HEALTHIER COMMUNITIES CONFERENCE INFORMATION
OCTOBER 21, 2026 mfafit.org
OAKLAND CENTER, ROCHESTER
BUILDING THE BUSINESS OF FITNESS STRONGER BUSINESSES BUILD HEALTHIER COMMUNITIES
Welcome to the MFA Annual Conference, where this year’s theme, Building the Business of Fitness: Stronger Businesses Build Healthier Communities, gives you tools to grow stronger, more sustainable businesses. Join industry leaders and peers to explore strategies for growth, innovation, and lasting impact. Together, we’ll discover how stronger fitness businesses create healthier, more connected communities.
CONFERENCE INFORMATION REGISTRATION
Registration fees include all educational sessions as well as meals and refreshment breaks throughout the conference. To register, visit the events page at mfafit.org or scan the QR code. Early registration ends October 7, 2026. After October 7, an additional $15 will be added to all registration fees. MFA Member ................................................................................................$119 Non-Member ...............................................................................................$169
LOCATION
Oakland Center 312 Meadow Brook Rd. | Rochester, MI 48309 Complimentary parking available in Lot #1.
CONTINUING EDUCATION
American College of Sports Medicine CECs pending approval. Please visit mfafit.org for the most up to date information.
ACCOMMODATIONS
Holiday Inn Express Auburn Hills 3990 Baldwin Rd. Auburn Hills, MI 48326 Holiday Inn Express is offering conference guests a special rate of $144, available until September 20, or until sold out, whichever occurs first. We recommend reserving your room early to help ensure this special rate. To reserve visit the event page at mfafit.org, to access our special booking link, or call 1-888-465-4329 and reference group code D7V.
ATTIRE
The suggested dress is business or business casual.
CLICK HERE TO REGISTER
FEATURE
MFA ANNUAL CONFERENCE
OCTOBER 21, 2026
SCHEDULE 8:45am-9:15am
12:30pm-1:30pm
CONTINENTAL BREAKFAST, REGISTRATION & VISIT EXHIBITS
LUNCH & VISIT EXHIBITS
9:15am-9:30am
1:30pm-2:30pm
9:30am-11:00am
Barbara J. Zabawa, JD, MPH, Attorney/President, Wellness Law, LLC The fitness and wellness industry is evolving rapidly — and so is the legal landscape that surrounds it. This dynamic one-hour session equips fitness and wellness professionals with practical legal knowledge to grow their businesses confidently and responsibly. Participants will explore lawful strategies for expanding health-related services while staying within their scope of practice, gain clarity on one of the industry’s most common legal pitfalls, such as misclassifying independent contractors and employees, and discover how to leverage artificial intelligence tools ethically and effectively in their work. Whether you’re a personal trainer, studio owner, health coach, or wellness entrepreneur, this session delivers actionable insights you can apply immediately.
WELCOME
BUILDING A GREAT BUSINESS: ZINGERMAN’S 12 NATURAL LAWS
Ari Weinzweig, Zingerman’s Co-Founding Partner Zingerman’s Deli of Ann Arbor is now an iconic food establishment, and the Zingerman’s Community of Businesses has blossomed into 10 businesses with an annual revenue exceeding $75 million. These businesses, while distinct, all share the same vision and guiding principles to share “The Zingerman’s Experience” with passion and commitment. Every leader knows how challenging it is to create a culture that keeps their employees engaged, inspired, focused on a common goal and bringing their best selves to work. Ari calls the apathy and distrust that emerge when the culture flounders “The Energy Crisis in the American Workplace”. In this inspiring and thought-provoking keynote, Ari will introduce the 12 Natural Laws of Business from his first book in the Guide to Good Leading Series. He’ll explain why operating in violation of the Laws is creating this energy crisis. And he’ll present powerfully simple and meaningful ways to help your organization live within the Natural Laws and become more successful and sustainable, all while creating positive lives for your employees and customers! 11:00am-11:30am
BREAK AND VISIT EXHIBITS 11:30am-12:30pm
THE STATE OF FITNESS: LIVE INDUSTRY PULSE SESSION
Using live polling, Q&A, and audience response technology, participants will weigh in on today’s biggest industry challenges and opportunities—from member retention and staffing to healthcare partnerships and emerging fitness trends. Watch results appear instantly on screen, compare perspectives with peers, and leave with practical insights shaped by the collective experience of the room.
FIT FOR BUSINESS: LEGAL ESSENTIALS AND SMART GROWTH STRATEGIES FOR FITNESS AND WELLNESS PROFESSIONALS
2:30pm-3:00pm
BREAK & VISIT EXHIBITS 3:00pm-4:00pm
FITNESS & THE FUTURE: LEGISLATIVE ISSUES IMPACTING OUR INDUSTRY
Moderator: Elaine Economou, Co-Founder and CEO, MOVE Wellness & MFA Board Member Panelists: Mike Goscinski, Chief of Staff, Health & Fitness Association Blaire Luciano, Head of Government Relations, Planet Fitness Jim Ryan, Lobbyist, Michigan Fitness Association Mike Stack, President, Physical Activity Alliance & Chair, Michigan Moves Coalition Stay informed and ahead of the curve with this essential session focused on the evolving legislative landscape impacting the fitness industry. This panel brings together industry leaders, policy experts, and advocacy professionals to break down recent and upcoming legislation, discuss key government affairs initiatives, and highlight what it all means for fitness facility owners, operators, and professionals.
FEATURE
SUMMER SLOWDOWN SMASH BY NIKE RIGA
LIMITLESS STUDIO
®
Summer can be an unpredictable time for boutique fitness studio owners. Fitness-related memberships in July and August are at their lowest industry average, and it can feel like a complete drag if you’re not prepared. But with the right strategies, you can turn this seasonal challenge into an opportunity for growth. Here’s how to keep your members engaged and attract new clients during the warmer months. HOW TO INCREASE MEMBERSHIP RETENTION Depending on the study and your specific industry, it’s five to twenty-five times less expensive to keep your members than it is to find new ones, so membership retention strategies are crucial in the summer months when gym membership turnover is at its peak. Engaged members will prioritize fitness during busy summer months and are more willing to continue paying membership fees while they’re traveling. CHALLENGES This is my favorite fitness studio retention strategy. If you’re new to challenges, keep it small and focus on member engagement. Encourage your staff to play and remind teachers to announce it in class. We use a simple sticker chart for our attendance challenges or stick bingo boards to the lockers and windows. Your goal is to make consistency a habit, and nothing rewards behavior like a sticker chart! Challenge formats: • 20 classes in 30 days, 40 in 60, or 60 in 90 (we call it our 8
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Strongest Summer Challenge) Bingo- either blackout or 5 in a row Team challenges that encourage members to work together
SUMMER GYM SPECIAL EVENTS Summer is the perfect time to up your event game. You want your clients to want to come to the studio so make it exciting. Special events that are only available over the summer are a great way to drum up excitement. Better yet, print out a giant wall calendar (Etsy has some beautiful ones) and put it on your wall so clients have to walk by your studio summer schedule every day. Don’t forget to announce the events with plenty of runway time to maximize sign-ups. Get creative, but here are a few ideas to start you off: • Summer-only Class: 30/30 strength and stretch, dance cardio, or summer conditioning...whatever it is, make sure it’s exciting so people count down for the start. • Holiday Classes: Fourth of July, Memorial Day or Labor Day parties with red, white, and blue attire. • Themed Classes: 90’s hip-hop or summer bangers through the decades are always hits. • World Wellbeing Week: last week of June. Bring in a meditation teacher or mental health specialist • International Yoga Day: is June 21st. • Barre to Bar or Barre to Brunch: take class and then head en masse to a partnering business for brunch or bubbles • Movie Night: use a projector in the studio (this is a favorite at my studio) • Golden Ticket Class: choose a class each day or week and hide a golden ticket under a prop. Whoever gets the ticket receives a prize. • Date night: members bring their significant other for buddy boot camp or partner yoga. • Father’s Day: Bring your guy to the studio for a discount (and lead into a men’s health month flash sale). • Juice Tasting: after class partner with a juice company to bring samples. TAKE IT OUTSIDE I know - you pay thousands for your boutique fitness studio’s rent and now you’re supposed to plan outdoor events? If you live somewhere with moderate summers, consider meeting your clients outside because that’s where they want to be. OutMICHIGAN FITNESS ASSOCIATION
FEATURE
door events also offer a chance for members to chat and build relationships. It’s time to break out your outdoor summer fitness gym model: • Bootcamp and Brunch at the park (or just boot camp/yoga etc.) • Yoga & Mimosas on a partnering business’s patio is a favorite for my studio • Hike together: it’s a great way for members to get to know each other • Train for a fun run and sign up as a group. Partner with a local running shoe store to fit your clients for new shoes • Family fitness day at the park: bring the littles for a family-centered class • Picnic or BBQ potluck as a member meet up GET SOCIAL Your social media is a gym retention strategy as well. Use your social media to connect with your clients and tag them so they re-share on their own pages to double-dip in marketing as well. • Member Monday shoutouts • Teacher take-overs on stories (we have clients guess who each baby picture is the night before to introduce the teacher and increase engagement) • Highlight summer milestones • If you’re doing a challenge, track progress and shout out front runners each week • Create a sense of FOMO (are we still saying FOMO?) by posting class and event photos regularly to show absent clients all the fun they’re missing! HOW TO INCREASE REVENUE DURING SUMMER You have your gym member retention strategy, here’s how to make sure your marketing plan and sales strategies are keeping studio revenue up. SUMMER FITNESS SALES As a coach, this is what everyone wants to work through. Although frequent flash sales can dilute your studio’s perceived value, strategic discounts like a special summer gym membership are smart. Some of my favorites: • Six Weeks of Sweat/Flexibility/Strength: a six week special that encourages new and existing clients to go above and beyond their normal fitness routine. Build accountability MIFITNEWS | SUMMER 2026
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FEATURE
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and coaching into this offer and charge anywhere from $299-$599. 2-Month Unlimited Pass: Ideal for those seeking flexibility without a long-term commitment. This is my favorite summer membership. Memorial Day to Labor Day 99-day Unlimited: A clear, seasonal package that appeals to clients who want to spend their summer in the studio (like teachers). You may need to break the payments into three installments if it gets too pricey. Bottomless 10-Pack: A flexible option for those with unpredictable summer plans. This package will renew every time they use the classes, and it’s a huge hit with my private client studio owners because members love the flexibility. Teacher Intro: one of my favorite guerilla marketing techniques is to send business card-sized free intro passes to schools in late May (attached to Kind bars) with my educator clients to attract others who are off for the summer. Whoever brings in the most new clients from their school wins a free month! Family Pass: for clients of older children (13+) we offer a family pass for the summer. Clients can purchase a threemonth mini-membership to bring their teens to class for 10-20% off. Workshop Pass: Pre-sell a summer workshop pass and host one workshop per month for June, July, and August. Implement a “Friend Friday” Program: Encourage members to introduce friends to your studio for a discount (like $5 or $15 fridays or whatever day is your lowest) June is Men’s Health Month: Focus on getting men in especially your clients’ spouses- with a discounted class package.
INCREASE ALTERNATIVE REVENUE STREAMS It’s time to get creative with your revenue sources. • Partner with other industry professionals to offer workshops in areas that your clients are interested in. Develop a relationship with nutritionists, dietitians, massage therapists (date night couples’ massage workshops always sell out), naturopaths, and hormone health specialists. • Sell summer-only, retail-like Fourth of July branded tanks,
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summer-themed grip socks, and water bottles. We drum up excitement by letting clients vote for the color/style options on Instagram stories and sell a limited number of pre-order-only options. Try not to spend too much upfront if you’re new to retail. Christmas in July is my favorite sale of the year — I regularly have studio owners bring in $25k+ during this sale. Read all about the strategy here. If you have the space, offer summer childcare memberships. Moms are the largest demographic in boutique fitness, and they need places to take their kids. Host creative movement, kids yoga, or art camps to keep the kids busy while mom takes class, or just block an area of your lobby for childcare. *Check on your insurance and state requirements for hosting kids first.
DECREASE YOUR SCHEDULE Remember, there are two ways to make more money: sell more or spend less. Your summer schedule should be limited if your attendance dips in July. Decrease classes and suspend under-performing classes altogether. Considering how difficult it is to find substitute teachers in the summer, it’s a smart strategy all around. Consider taking a long weekend off and closing Friday-Monday for Independence Day. If you frame it as, “this holiday is for family, so we’re giving our teachers the weekend off to recharge with their loved ones!” you’re unlikely to receive much pushback since most people are out of town anyway. Everyone deserves a break — especially you. Summer strategy can cause boutique fitness owners to lose sleep, so remember your three-tiered approach. Spend less, focus on clients who have new availability, and engage your clients in creative ways. It doesn’t have to be a summer slowdown, it can be a summer smash! Niki Riga is a former fitness studio owner and the owner of Limitless Studio®. She has been a coach for boutique fitness businesses for over a decade and loves to support clients as they push past their limits and achieve their goals. She can be reached at www.yourlimitlessstudio.com. Reprinted with permission from Niki Riga, Limitless Studio, July 2026.
MICHIGAN FITNESS ASSOCIATION
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MIFITNEWS | SUMMER 2026
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HUMANRESOURCES
FIVE STEPS THAT BUILD AMAZING FITNESS STAFF HR EXPERT DISHES THE DETAILS DURING FREE MFA WORKSHOP Great fitness staff help members feel welcome, stay motivated, and keep coming back. That is why MFA’s latest HR workshop focused on five practical tips fitness leaders can use to advance their teams.
employees who want to come back tomorrow. Find ways to recognize people in the way they like to be recognized, celebrating every success. Additionally, encourage staff to participate in the programming offered at your club.
1. STOP HIRING ON VIBES Don’t hire someone just because they are energetic, love fitness or have a pulse! Incorporate behavioral questions during interview process and define key job competencies.
4. MAKE NEW EMPLOYEES FEEL CONNECTED EARLY It’s important to create a structured onboarding experience: provide ample guidance and training up-front, introduce new hires to all employees, departments and team members, and when possible, pair new employees with a mentor.
2. STRENGTHEN EMPLOYEE RETENTION Develop retention practices to keep staff engaged — have at least 1 conversation with every employee per month, or once a week depending on what your rhythm is. Also, invest in continuing education for your staff. One way to do this is to attend the upcoming MFA Annual Conference on October 21 in Rochester, Michigan. 3. BUILD A HEALTHIER WORKPLACE CULTURE The strongest asset you have is not just the equipment – it’s the
5. USE THE FREE MFA CAREERS SITE Attract new talent with MFA’s new career site. This robust site not only posts your job openings but it also helps job seekers explore real fitness and wellness career paths. And you can save money because this service is free for MFA members. MFA will continue offering these helpful workshops for Michigan fitness and wellness leaders. Click here to sign up to be notified when the next workshop is announced.
Find Your Michigan Fitness Employees Here Post Your Jobs, FREE
The MFA has launched our job board, bringing professional fitness talent to your gym! Take advantage of our statewide fitness pipeline for your jobs by posting on the MFA Job Board - It’s FREE It Only Takes 2 Minutes to Post Your Job: • Go to: MFAfit.org/Post-a-Job • Enter your information • Submit Reach out to the MFA Careers Team any time: CR@CRMarketing.biz
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MICHIGAN FITNESS ASSOCIATION
MFAfit.org/Post-a-Job
INDUSTRYTRENDS
HYROX IS HERE TO STAY HYROX is bringing fresh attention to functional fitness by combining running, strength, endurance, and community into one clear race format. For Michigan fitness centers, this trend creates a smart opportunity to show members and prospects that the training they already do can help them prepare for their next challenge.
Many gyms already coach movements that fit naturally into HYROX-style training. Sled pushes can become race-prep power work. Farmer’s carries can become grip and core training. Rowing intervals can become endurance training. Sandbag lunges, wall balls, burpees, running intervals, and circuit-style workouts can all be presented online as part of a functional fitness race-prep program. That makes HYROX a strong content opportunity for MFA member gyms. Instead of creating something completely new, gyms can reframe existing classes, personal training sessions, and smallgroup workouts around a goal people recognize and want to try. A gym can post a sled push video as “HYROX-style leg power,” a wall ball workout as “race-day conditioning,” or a run-and-row circuit as “functional fitness race prep.” This approach helps gyms reach people searching for HYROX training, race-prep workouts, and functional fitness programs in Michigan. It also gives current members a fresh reason to stay engaged, train with purpose, and share their progress online. For MFA members, HYROX is more than a fitness trend. It is a chance to spotlight great coaching, promote existing programs in a new way, and connect with athletes who want structure, community, and a new finish line to chase. At right is a list of some MFA members that are already offering HYROX.
MICHIGAN GYMS OFFERING HYROX CrossFit Lake Effect / Burkendall LLC, Holland F45 Training North Livonia / Resilient Functional Group, Livonia F45 East Lansing / Big Ten Fitness, LLC, East Lansing F45 Training Grand Rapids / Functional Management Group, Grand Rapids F45 Rochester Hills / SMIG, LLC, Rochester Hills United Fitness Group Shelby LLC / F45 Training Shelby 26 Mile, Shelby Township F45 Training-Birmingham / FOD 3 FITNESS, LLC, Birmingham Grand Trunk Cross Fit / Lyons Fitness, LLC, New Hudson 810 CrossFit / R MacKenzie Enterprises, LLC, Grand Blanc The BAR Fitness Collective / CrossFit Macomb / The Jam Group, LLC, New Baltimore
MIFITNEWS | SUMMER 2026
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OWNERSPOTLIGHT
MEET BRENDAN KELLY FROM THE WELL BEING WHAT IS YOUR #1 PRIORITY AS AN MFA BOARD MEMBER? My #1 priority as an MFA board member is to try to promote health initiatives related to exercise and physical activity throughout our state. I am particularly interested in promoting the mental health benefits of exercise/physical activity and trying to help move some of the messaging in the fitness industry away from being focused on the physical health benefits of exercise (e.g. weight loss, toned body) and more towards its “feel good” aspects. Research shows that if people focus more on how exercise makes them feel, versus being driven by the physical health benefits, they tend to be much more consistent with physical activity.
WHAT IS THE BIGGEST HIDDEN GEM IN YOUR AREA? Well, although we’ve been in business for 15 years, I’d say The Well Being is the biggest hidden gem in our area! While we are more well known than we were 10 years ago, there are still far too many people in our area who don’t know who we are or what we do. That is a problem because we truly have a one-of-akind outpatient mental health counseling practice that directly incorporates the use of physical activity/exercise as a primary means of treating commonly occurring mental health issues. We have a staff of skilled and experienced licensed therapists who provide our clients with traditional outpatient counseling services. We also have our own fitness center on-site, and a staff of dedicated fitness professionals who are there to help our clients get moving to improve their mental health. It’s a great combination that can really change someone’s life!
WHAT IS YOUR FAVORITE PART OF YOUR JOB? I love the people who work at The Well Being, and being my own boss means I am able to take care of my employees the way I want to. While I do own and run my own business, and therefore profit is certainly important, I place a lot of emphasis on taking care of my employees and allowing them to take care of themselves as they see fit. It feels like a really healthy culture here, and I only want to keep that going.
IF YOU COULD CHOOSE ANYONE AS YOUR MENTOR, WHO WOULD YOU CHOOSE AND WHY? I would say Jim Sinegal, the co-founder and former CEO of Costco. He demonstrated that you can take care of your employees, pay them a living wage, give them good benefits, and still do very well in terms of profit and growing your business. Yvon Chouinard from Patagonia would be another example of this. Money was important to both, but they were both motivated by other factors outside of the financial.
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MICHIGAN FITNESS ASSOCIATION
OWNERSPOTLIGHT
WHAT IS THE BEST THING ABOUT BEING A MEMBER OF MFA? For years, I’ve owned an outpatient counseling practice in Grand Rapids, and I love the idea of being connected to a larger, more prominent, statewide organization where I have an opportunity to impact change on people’s lifestyles or behaviors throughout the state. WHAT DO YOU ENJOY MOST ABOUT VOLUNTEERING? Volunteering helps me feel like I am “giving back”, and that is something that’s very important to me. While I’ve worked really hard in my career, particularly since starting The Well Being, I also recognize I had a lot of opportunities given to me that others didn’t. I want to help others who aren’t as fortunate as I have been. WHAT IS THE BEST PIECE OF CAREER ADVICE YOU HAVE EVER RECEIVED? Always, always, ALWAYS trust your gut instinct. WHAT’S ONE CHALLENGE YOU’VE FACED IN YOUR CAREER AND HOW DID YOU OVERCOME IT? Having owned my own business for the past 15 years, I’ve dealt with so many different challenges that it’s hard for me to pick
MIFITNEWS | SUMMER 2026
one out of the bunch. I think I’ve overcome the different challenges I’ve faced by truly believing in what we are doing here at The Well Being. I’m very passionate about our concept of incorporating exercise/physical activity directly into a traditional outpatient counseling practice. As I type this, I think that might have been the biggest challenge of them all. Certainly one of the biggest. Taking a concept that makes really good sense and then trying to operationalize it and finding different gaps or holes in the concept. Things I didn’t think about or realize initially. It was a process of refinement for many years, but I’m happy to say we now have a concept that works really, really well. It only happened because I remained committed to the vision, passionate about the concept, believed we would figure it out, and kept working on it until we did. IF YOU WEREN’T IN FITNESS, WHAT CAREER PATH WOULD YOU HAVE CHOSEN? I would have chosen a career in mental health. Oh, wait! That’s actually what I did! WHAT’S THE LAST BOOK YOU READ? City of Thieves by David Benioff
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HUMANRESOURCES
BUILDING WORKPLACE CULTURE When you think about workplace culture, many things may come to mind. You may think workplace culture is just some kitschy, hippie dippy way of thinking. Others may think workplace culture is just daunting and overwhelming. Others dive so much into workplace culture that they spend an awful lot of time working on strategies, mission statements, loads and loads of goals, branding, and cheap talk about core values. To be clear, workplace culture is important. It is also easier to start than you may think. You don’t need a formal “culture plan” to become a fitness business where people want to work. What you need are simple, intentional processes that make your employees feel valued. ATTRACT THE RIGHT TALENT You are not alone. Everyone is struggling to find the right staff. Vague job descriptions and poorly organized interviews is not a good first impression. A great job description clearly outlines duties, expectations, and what success looks like for that job role. Be upfront
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MICHIGAN FITNESS ASSOCIATION
HUMANRESOURCES
about your expectations and what makes your fitness center a meaningful place to work. Visit www.mfafit.org/post-a-job to post jobs for free and attract the right talent. ONBOARDING MEANS CREATING A WELCOMING EXPERIENCE This is where culture becomes real. The first few weeks are important for you, your new hire and your gym/studio. A handwritten welcome note is a nice touch and small gesture that can go a long way. Once you’ve welcomed your new hire, onboarding does not mean your new hire will just figure it all out. Begin onboarding new employees immediately. Spread out training to let employees learn, ask questions, build relationships with other employees, give time for reflection. A thoughtful onboarding experience increases retention and boost confidence. DEFINE SUCCESS EARLY AND OFTEN Clear job performance expectations is one of the most important aspects of any workplace culture. It is often the most overlooked aspect of any workplace. Start with clear job goals for every employee. Use regular check-ins not just annual reviews. Discuss progress and obstacles. Owner can personalize feedback quicker and adapt business roles based on employee strengths.
INVEST IN GROWTH WITHOUT BREAKING THE BANK Show that you care about employee progress. Employees are likely stay with a studio that invests in their learning. The MFA would be remiss if we didn’t remind that you the Annual Conference on October 21 (see page 5) is the perfect place for this. It is in a convenient location. It is affordable for gyms of all sizes. It is a wonderful reward. It includes numerous ways to learn, meet with vendors, build relationships and teamwork. DON’T WAIT FOR A CRISIS Too many gyms/studios feel they are caught off guard when a staff member leaves. Instead, identify the critical roles in your business and document what they do. Be mindful of who could step in to fill that spot. Encourage cross training of employees which demonstrates that you see a future for them at your fitness center. Building a great culture isn’t about flashy perks or perfectly worded values on a wall. It’s about how people feel when they come to work. That is shaped by everyday experiences. Your team does not expect perfection. They will notice when you make an effort to listen, support and grow with them.
CALL FOR MFA BOARD NOMINATIONS Have you been wondering how you can become more involved in the MFA? Have you wondered how the MFA makes its decisions? Have you been looking for new ways to give back to the fitness industry? The answer to all of these questions is to serve on the MFA Board of Directors. Nominations are now open for the MFA Board of Directors positions. This is a fantastic opportunity for you to participate in the important work the organization is undertaking on behalf of the fitness industry. The MFA will consider candidates for four Board of Directors seats including upcoming vacancies due to term expirations at the end of 2026 and current open positions. Per the MFA bylaws, nominations will be accepted until November 1st. After the nominations process concludes, the MFA will prepare a ballot and announce the election. Those elected will take office immediately upon election. All MFA members are eligible to be nominated. Please consider this opportunity to participate in your organization. Contact Lauren Gass at lgass@kdafirm.com for more information.
MIFITNEWS | SUMMER 2026
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FINANCIALPLANNING
THE SURPRISING THING TO ADD TO YOUR “TO DO” LIST BY GREG HARDY, CFP, AEP BEYOND FINANCIAL PLANNING
Setting up your Social Security account might not be top of your to-do list, especially if retirement feels like a distant dream. But setting up your account now, no matter your age, can be a game-changer for your financial future. Here’s why: First, having a Social Security account gives you access to a vast library of information about your future benefits. By creating an account on the Social Security Administration’s website, you can view your estimated retirement benefits based on your earnings history. This handy tool helps you plan for retirement and gives you a clearer picture of how your income today impacts your financial security. Additionally, setting up your Social Security account early allows you to review your earnings history and ensure that everything is accurate. Mistakes happen, and you don’t want errors in your earnings record to affect your future benefits. By regularly checking your earnings statements, you can catch any
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discrepancies and take steps to correct them before it’s too late. Moreover, setting up your Social Security account early is a crucial defense against identity theft and fraud. By creating an account and regularly monitoring your earnings statements and benefit estimates, you can detect suspicious activity or unauthorized access to your personal information. Lastly, setting up your Social Security account gives you a line of sight, knowing you’re taking proactive steps to secure your financial future. Whether retirement is decades away or just around the corner, having a solid understanding of your Social Security benefits puts you in the driver’s seat when planning for retirement and ensuring a comfortable lifestyle in your golden years. Click here to get started. We encourage you to take a few minutes to set up your Social Security account today. Your future self will thank you! Greg Hardy, Certified Financial Planner (CFP)®, Accredited Estate Planner (AEP)® is the founder of Beyond Financial Planning. His passion is to ensure you and your family’s financial future for generations to come. He is a native or southwest Michigan. He graduated from Western Michigan University with his degree in business. To learn more, visit www.beyond-fp.com or call 269-492-6984.
MICHIGAN FITNESS ASSOCIATION
SMALL BUSINESS
CERTIFICATIONS SBAM SMALL BUSINESS CERTIFICATION Becoming Small Business Certified through the Small Business Association of Michigan helps set your business apart in the marketplace, adds another layer of credibility to your name and/or brand and can potentially assist with procurement opportunities. Businesses domiciled in the State of Michigan with fewer than 500 employees and an annual gross revenue equal to or less than $25M (or a 3year average of less than $20M) can be “certified small”. Visit sbam.org/certified to start your application process. SBAM Basic, Premium, and VIP members pay only $100 for certification. SBAM Elite members get complimentary certification.
GLWBC WOMEN BUSINESS ENTERPRISE (WBE) CERTIFICATION The GLWBC provides SBAM Basic, Premium, VIP, and Elite members a $100.00 discount for initial certification for those not already certified. In partnership with Women’s Business Enterprise National Council (WBENC), GLWBC provides nationally recognized women’s business enterprise (WBE) certification for women-owned businesses registered in Michigan. They are a regional partner organization of WBENC, the largest certifier of women-owned businesses in the United States and is a leading advocate for women business owners and entrepreneurs.
SERVICE DISABLED AND VERTERAN OWNED BUSINESS (SDVOB/VOB) CERTIFICATION The NVBDC provides SBAM Basic, Premium, VIP, and Elite members a $100.00 discount for initial certification for those not already certified. The NVBDC certification is reliable, repeatable, and rigorous which means it can withstand external scrutiny. Our certification provides the opportunities for Veteran Owned Businesses to access supplier diversity managers who have demanded a reliable means of determining the status of a SD/VOB business.
For more information, contact:
SHERRY BRYAN
Director of Strategic Partnerships & Certification 517-712-8343 sherry.bryan@sbam.org MIFITNEWS | SUMMER 2026
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Michigan Fitness Association Winter 2026
MiFitNews is a digital publication BOARD OF DIRECTORS President....................................................................................Bryan Reif Vice President............................................................... Alyssa Tushman Treasurer............................................................................. Henry Dabish Secretary..........................................................................................Vacant Director............................................................................. Harrison Brode Director.............................................................................Michael Dabish Director.......................................................................... Elaine Economou Director.....................................................................................Alex Harris Director................................................................................Brendan Kelly Director....................................................................... Jayne Szukalowski
STAFF Executive Director................................................................Lauren Gass Event Director.............................................................................Geri Root Finance Director..................................................................... Erin Dalling Member Services Coordinator............................................... Erin Theis Creative & Communications Director..........................Melissa Travis Communications Assistant.........................................Natalia Kocovski Marketing Consultant................................................................ Joe Ross Lobbyist............................................................................... Cortni Storrer MiFitNews is published quarterly by the Michigan Fitness Association, 629 W. Hillsdale St., Lansing, MI 48933. Michigan Fitness Association (MFA) is a membership organization that represents the fitness industry in Michigan. Our mission is to unite, protect, and promote the interests of health and fitness businesses in the State of Michigan. Opinions expressed by guest writers do not necessarily reflect the views of the MFA. MFA’s position on key issues will be clearly stated. MiFitNews accepts unsolicited manuscripts but reserves the right to edit due to space limitations. Editorial submissions must be typewritten and sent via email to melissa@kdafirm.com. MiFitNews does not constitute endorsement of the advertiser, its products or services nor does MiFitNews make any claims or guarantees as to the accuracy or validity of the advertiser’s offer and reserves the right to reject any advertising deemed unsuitable. Advertising rates and additional information are available at www.mfafit.org.
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