Ezypay

Whoever predicted that online tools would create social isolation was so wrong. In fact Facebook, LinkedIn, Twitter and other social networking sites are providing platforms for us to be more connected than we have ever been. In addition mobile phones are no longer just for talking - they are now fully integrated, connected and portable mini-computers. I can do anything on my iPhone that I can do on my computer (actually I can probably do more!).

Mass mingling is where “...technology is driving people to connect and meet up with others in the ‘real world’.” 2

Can you believe these numbers?

• Twitter: 100 million+ users, with 50 million tweets sent each day.
• Facebook: nearing 500 million users. The average user has 130 friends, spends 55 minutes a day on the site and receives three "event invitations" to real-life gatherings every month (in December 2009, the company stated that 3.5 million events were created every month).
• LinkedIn: over 65 million members. A new member joins LinkedIn approximately every second.
• A ‘veteran’ MASS MINGLING engine like Meetup has 6.1 million members, handling 2.2 million RSVPs and 180,000 meet-ups, in 45,000 cities a month.
• Foursquare has one million users. 3

For the fitness industry this is an opportunity to push online connections into real life fitness activities. Here are a few tools currently available and some ideas that you could specifically use in your gym, club, training group, sports group or association to drive participation, membership and fun.

Mass Mingling Tools Available Now

1. Gatsby4 - a mobile app that introduces you to nearby people with interests you share, whenever you check in on Foursquare5.
2. Meetup everywhere6 - an open source free platform that allows people to build communities based on common interests. You can map an offline gathering, share announcements or updates automatically in Facebook and Twitter.
3. Twitter Places7 - Twitter users can tag tweets with specific locations like bars, stadiums or landmarks. Integration to Foursquare8 and Gowalla9 users publish check-ins to Twitter.

Mass Mingling Ideas for the Fitness Industry

Ok these are all NEW ideas that utilize online connections to create real life connections.

1. Meet A Training Buddy - ever tried to find a friend to join you for a spin class but they were all busy/not interested/washing their hair? What if there was an online app where members of a gym could create a community, stating their training preferences, fitness level, location and availability. It would then connect members with the same preferences or fitness levels and show whether they were available to work out in the gym that afternoon? You could put this on your Face book fan page, on your website or create a smart phone app.
2. Find a Personal Trainer - another app or online site like a free personal trainer directory. A personal trainer (or anyone really) would put a personal trainers name, contact details, location, and training specialties. Clients, contacts or anyone really could then rate the personal trainer and make comments on their experiences10. Someone looking for a personal trainer would then use this directory to choose the right trainer for them. Personal trainers could put a link to the directory on their websites, Face book fan pages, blogs, and in their email signature. They could encourage their clients to rate and comment on their experience. You could even do this on a club basis or did I hear someone say Fitness Australia11 ?
3. Fitness Chef - use your Facebook fan page for members to load their favourite or healthiest recipes. Other members can say whether they 'like' them or make comments. You create a fitness chef (like master chef) event using Face book and invite your members/fans. The top three recipes are created in the club at the event. Members come along, sample the recipes and vote for their favourite. You put all the recipes together in an eBook that is free to download on your website (giving your members credit for them of course).
4. Sweat for charity - offer your clients or members an online fitness journal. Use one of the free sites or build one yourself based on your fitness or training philosophy. It could track their weight loss, fitness activity and food consumption. You could put the login on your website and use it as a tool to get your members visiting your website. Now here's the twist - why not create member competitions or special challenges? Use the online tracking tool to bring them into your club to work out or meet for the challenge. There is even a group that uses this online tool as a special motivator for members to exercise, having sourced corporate donations based on the hours of exercise logged by members. 12They have raised millions of dollars for charity.

Here are 4 ideas about online connections creating real life interactions that I came up with in about 5 minutes. I would love to hear your ideas and how you have tapped into the mass mingling trend in your fitness business.

Are you scared of loosing control?

Too late - you already have. Good or bad, people are talking about your fitness business on the internet now. However, you can make a choice to participate, and encourage the discussion.

What more information?

Celeste writes a blog on collecting customer payments - visit www.directdebit.com.au.

Or for a free copy of the 2010 Consumer Trends Impacting the Australian Fitness Industry, or to purchase a copy of the 2010 Australian Fitness Industry Survey visit www.fitnesssurvey.com.au