Progress on Initiatives
Since being hired in June 2021, Clark has focused on pivoting the association away from meetings and events, and more toward advocacy, while growing the supplier and membership base.
Clark said her first year was one of triage, while year two was about recovery, and the third year has been about progress. Year four will focus on growth.
“It feels really good to be through the worst of it, and I can’t thank you enough for your support—for being there in the worst of times … and now, what will be the best of times,” she said.
In the fall, the board will vote on the association’s three-year strategic plan that is based on three strategic pillars—advocacy, education, and research.
Education is a broad pillar that encompasses the association’s annual convention and trade show, which occurred in March.
“We had a great show, and I thank all of you for showing up, and for your feedback,” she said. “It can be bigger, better, and more diverse. We’re also looking at the attendee experience and how exhibitors use their booths. We’re looking at the whole process.”
The Rebranding Effort in Detail
At the annual convention and trade show, the association announced it was rebranding to the Health & Fitness Association (HFA), a process that occurred after a year and a half of consultation with key stakeholders. All social media platforms now reflect the new name, which helps to denote that this industry is about preventive healthcare supported by fitness.
HFA staff is working with third-party experts to audit CBI, the website, events, social media platforms, research reports, and other items to reshape and refocus these efforts to better meet the needs of the partner base and members, Solsby said.
Although the new association name does not include the word “international,” the tagline is “A global community of industry leaders,” and the association has a plan for international, aligned with its strategic pillars.