Mark Ireland is the Innovation Award MVP for bringing a new and unique contribution to his brand.
Fitness transformed Mark Ireland’s life.
Growing up in Florida as a skinny kid who was bullied, he decided to take action during middle school. He began lifting weights and working out. In high school, he wanted to join the football team but found he was more often used as a tackling dummy because of his size. Dissatisfied with this role, Ireland adopted routines from Arnold Schwarzenegger’s Encyclopedia of Modern Bodybuilding. He discovered a supportive community at the gym where everyone shared the common goal of self-improvement.
After graduation, Ireland enlisted in the military where physical exercise played a significant role. When he left the army four years later and returned home, he pursued part-time college studies, worked as a bartender, and joined a gym.
“I’ll never forget. I was going into the gym one day, and I saw the owner’s parking spot,” he recalls. “And here come the owners in a convertible—both in great shape—and they go into their club. I saw them and thought, ‘That is amazing.’”
The encounter planted a seed.
Though he worked in manufacturing, he never lost sight of his dream. “I was good at what I was doing, but I kept thinking, ‘Is this as good as it’s going to get?’” he says. “I was middle-aged and not happy with my career, so I talked to my girlfriend at the time.”
The couple, now married, had a conversation about their dreams. They found out that they both wanted to own a gym. “We started researching, and 17 years later, here we are.”
Ireland has continued to identify innovative ways to increase the value of the memberships offered at his clubs. Understanding the increased emphasis being placed on recovery across the fitness industry, he proposed a premium membership concept to the Anytime Fitness corporate team, offering red light therapy, monthly Evolt scans, and regular check-ins with a coach. In January, the brand approved.
“For the first two months of 2024, we are averaging more than 55% upgrades to premium,” Ireland says. “This has led to an increase in membership revenue and a decrease in membership attrition.”
Serving on Anytime Fitness’s Franchise Advisory Council, his leadership and innovative mindset have proven to be extremely valuable to the brand, especially as the corporate team continues to focus on helping members achieve holistic health and wellness.
“I am engaged with the brand, passionate about what we do, and always looking to improve and evolve our offerings to our members and each system as a whole,” he says.
Why do you think you were recognized with this award? I received a call from Self Esteem Brands (Anytime Fitness’ parent company), and they asked if they could submit my name for this award. I’d like to think it’s because I am engaged with the brand, passionate about what we do, and always looking to improve and evolve our offerings to our members and each system as a whole.
What innovations you have created and used to build your company? I asked Anytime Fitness corporate if I could pilot red light therapy as a recovery option in my clubs in 2023. The results were amazing. We changed our membership offering from a single option to a base and premium option and upgraded 28% of all new members joining to premium membership. For the first two months of 2024, we are averaging more than 55% upgrades to premium. This has led to an increase in membership revenue and a decrease in membership attrition.
What core values do you think helped you win this award? Our core values are to always possess honesty, integrity, and loyalty; provide our members with more than they expect; always continue to learn and grow; be kind and have a sense of humor; serve our communities and each other; and help people, make friends, and have fun!
How important is community involvement to you and your company? Extremely important. The more engaged we are with our communities, the more support we get from the communities. It’s the ultimate referral program.
What leadership qualities are most important to you and your company? Hungry, humble, and smart.
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