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Scott Dikkers, The Onion
Scott Dikkers overcame a difficult childhood to help found The Onion. Lessons he learned as he built The Onion's brand with little marketing money can be applied to the fitness industry.

‘The Onion’ Co-Founder to Keynote at the Club Industry Show

Scott Dikkers, co-founder of satirical site The Onion, will share insights on how to rally employees around your vision and develop a fan base without spending a lot of money when he keynotes at this year's Club Industry Show Oct. 9-11 in Chicago.

You can build your brand without spending a fortune on marketing. No, that isn’t fake news. That's real news from Scott Dikkers, this year’s keynote speaker at the Club Industry Show.

Dikkers co-founded the satirical news network The Onion, but his keynote is anything but fake. In it, he will reveal how being committed to a unique vision, embracing your company’s values and principles, and standing firm in the face of challenges helped The Onion develop a loyal fan base and create brand awareness—and how you can do the same for your fitness business without spending a fortune.

The keynote, which is sponsored by Class Pass, will occur at 9 a.m. on Oct. 10 in the Grand Ballroom at the Hilton Chicago, as part of the Club Industry Show. Arrive in the Grand Ballroom at 8 a.m. for a community breakfast prior to the keynote.

During a difficult childhood of poverty, divorce and bullying in which he tried to commit suicide at the age of 8, Dikkers found solace in the satirical Mad magazine, which inspired him as an adult to build The Onion, a story he outlines in his book “Outrageous Marketing: The Story of the Onion and How to Build a Powerful Brand with No Marketing Budget.” In that book and in his keynote, Dikkers will spell out some basic principles he used to build The Onion, get the most out of his staff and create a devoted group of fans.

"We like having people from outside the fitness industry speak to our audience to share stories that will inspire everyone, and Scott's story is inspirational while also delivering on real-world examples of building a brand and a tremendous following that can be translated to the fitness industry," said Pamela Kufahl, director of content for Club Industry. 

Attend the keynote to find out how these insights can be used by you in the fitness industry. Register today for the Club Industry Show, Oct. 9-11 in Chicago.

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