The Club Industry 2011 show will take place Oct. 12-14 at Chicago's McCormick Place Convention Center.

Expecting business as usual at the Club Industry 2011 Conference and Trade Show? Prepare to have your expectations exceeded.

“We’re making significant investments to make the show more interactive and interesting, really tracking the latest trends and trying to identify the next big thing in the industry,” says the show’s director, Adam Andersen.

The Oct. 12-14 conference and trade show, which will be held at McCormick Place in Chicago again this year, will feature several new offerings designed to educate and entertain attendees.

“Club Studio is doing Club Industry Live, and it’s going to be right in the center of the show floor with more workouts, more Q&A from speakers and more hands-on activities,” he says. There will also be a group cycling studio where Jay and Jen Jacobs, former contestants on NBC’s “The Biggest Loser,” will lead classes.

This year also marks the debut of the CEO Summit, an invitation-only day-long event for CEOs that addresses the unique needs of fitness executives at top club companies and allows them to exchange ideas and network.

On Wednesday, Oct. 12, attendees can network and share ideas with their fitness business peers at a luncheon from 12:30 p.m. to 1:45 p.m. That evening, all attendees are invited to a welcome reception at Rockit Bar & Grill from 6 p.m. to 7:30 p.m.

The show also will include all the things that attendees have come to love, including more than 100 seminars and presentations by some of the most innovative and celebrated personalities in the health club community.

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