This three-part finance series is your complete roadmap to financial leadership in the fitness industry. Starting with foundational accounting and key terminology, you’ll learn to read income statements, track KPIs and interpret financial reports with confidence. But the real transformation happens as you progress — gaining the tools to make strategic decisions, build a financially fluent culture, and lead teams that drive results.
In Part 3, you’ll move beyond the basics and harness the full power of financial management to drive strategy and growth. We’ll show you how to select and monitor the right KPIs, dissect income statements and cost drivers, establish a reporting cadence that keeps you ahead of surprises, and translate raw data into actionable insights. You’ll also learn to forecast and plan major capital investments — and put in place the controls and audit processes that safeguard your profitability.
What You’ll Learn:
✔️ Key Performance Indicators (KPIs) — identify and track the metrics that reveal membership health, usage trends and revenue drivers for accurate forecasting
✔️ Income Statements & Cost Analysis — separate dues versus non-dues revenue, distinguish fixed from variable costs, and calculate revenue and cost per visit to pinpoint profit opportunities
✔️ Reporting Cadence — develop a rhythm of daily cash-flow checks, weekly tactical reports and monthly trend analyses to keep every department aligned and agile
✔️ Financial Interpretation & Decision-Making — convert report findings into strategic actions — using ratios like average dues per member or revenue per square foot — to guide pricing, staffing, and programming
✔️ Capital Expenditures & Planning — forecast large-ticket investments years in advance, communicate needs to ownership groups and build budgets that absorb unexpected costs without derailing operations
✔️ Financial Controls & Security — implement segregation of duties, routine audits of discounts, refunds and cash handling, and other best practices to prevent errors and fraud
About the instructor
Larry Conner, CPA, is a seasoned financial leader with over 34 years of experience in the health club industry, having served in key roles including board member, general manager, controller, and CFO. Currently the Regional Vice President of Club Acquisition in the South for Genesis Health Clubs, Larry is renowned for his ability to build high-performing teams, integrate accounting seamlessly into club operations, and drive sustainable business success.
About the instructor
Ralph Rajs is a passionate fitness industry leader known for driving growth, optimizing operations, and building high-performing teams. He plays a key role in mentoring future professionals through the Club Solutions Institute, launching in May 2025. With a sharp eye for trends and a strategic mindset, Ralph excels at turning insights into results across fitness, esports, and consumer engagement. He’s also an accomplished endurance athlete, having completed five Ironman races and 12 marathons — including major events in New York, Chicago, and Washington, D.C.
