Leadership Class Chapter 3

Most Individuals are aware of what

That fitness is important and that engaging in an exercise program on a regular basis can have multiple positive effects in their lives

Recent study concludes what about PA and the US population?

Concluded fewer than half the adult US population engaged in recommended levels of PA

Realizing benefits in PA

Not sufficient to merely be aware of the importance of a physically active lifestyle; benefits can only be realized when individuals incorporate healthy lifestyle behaviors into their daily routine

Increasing likelihood to engage in PA

Having access to a well-designed, safe, and operationally efficient health and fitness program may increase the likelihood that more adults would engage in regular physical activity

Health/fitness Facility Settings

 Up to 29,000+ commercial facilities in the U.S. (~50%)
 YMCAs/JCCs (17%)
 University-based centers (6%)
 Hospital-based centers (5%)
 Residential centers (5%)
 Corporate-based facilities (4%)
 Municipal centers (4%)
 Military facilities (2%)
 Country clubs (2%)
 Hotels and resorts (1%)
 Private studios (1%)

What percentage of US population belongs to fitness facility

16% belong to fitness facilities, (41 Million people)

Reasons people choose to exercise in a specific setting

Cost, convenience, Value, Interest, need. Consumer-driven decision. Things to consider are gender, age, geographic location, income, education level

Four primary tools used by health and fitness professionals for attracting, serving, and retaining

Focus groups, Surveys, In-Depth interviews, Feedback systems

Focus groups

provide a qualitative approach to learning about the attitudes, behaviors, and needs of a particular market.

Surveys

provide a quantitative approach that can collect information about specific markets, which can be valuable when developing a business plan

In-depth interviews

offer a comprehensive and highly personal approach to learning specific attitudes, behaviors, and needs of patients.

Feedback systems

Can be implemented through a variety of approaches to gain input from consumers in a non-intimidating, personal manner.

Why consumers join health and fitness facilities

to get in shape, to stay in shape, and need a place to exercise

Most reported reasons for terminating a fitness facility membership

Cost, overcrowded facility, and lack of time

Top overall reasons people join health and fitness facilities

To get in shape (84%) To stay in shape (79%) Need a place to exercise (73%) Equipmeent availability (72%) Liked facility (71%) Friendly Staff (63%) Good Price (61%) Need Motivation (60%)

Why Men choose certain Health and Fitness facilities

Location, convenience, quality and quantity of facilities of equipment, Price-value equations, Availability of equipment, Staff quality and service delivery, Competitive environment

Why Women choose certain Health and Fitness facilities

Location, Convenience, cleanliness of facility, group exercise programs, friends are members, nonintimidating environment, staff quality and service delivery, program for kids, price-vlaue equation

Reasons for quitting health and fitness facilities (Faculty Driven reason)

Overcrowding, upset with staff, lack of attention by staff, unresponsiveness management, favorite staff member left, facility isnt clean, culture of facility, equipment isnt well kept, dishonest business practices

Personal reasons for leaving the gym

Did not make enough use of the facility, lost interest or motivation, no fitness partner, switched to home exercise, switched to exercising outdoors, did not achieve desired results

Why Members stay with Fitness facilities

Good first impression with staff, lower staff-member ratio, regular attendance during first 90 days, age and education (older and educated members likely remain) higher enrollment fee associated with higher retention, members getting their fitness goals

Most people consider what for enhancing facility for succes?

Finances, staffing, necessary facilities, equipment, risk management, and target markets

Goals

are positive statements that delineate what needs to be accomplished over the long run to achieve the vision of the facility.

Objectives

are clear, specific statements or targets, the completion of which will lead to the achievement of the facility’s goals

Contingency planning

is a strategic outline for steps to be taken of what the facility will do if things do not go as planned.

Three major ways to identify target audience to segment a market

geographic, demographic, and psychographic

Balanced Holistics (13%)

; exercise regularly; and exercise for both emotional and physical reasons, including “to get centered”. People feel bad for not exercising, people considered “hard core” exercisers, describes themselves as goal oriented and socially confident, smart.

Conscientious Preventers (8%)

Take a balanced approach to exercise and are more focused on exercise as a way to prevent health problems and treat existing medical conditions. Place high level of importance on fitness. Health conscious, family-oriented, energetic, religious and perfectionist. Hard core exercisers

Social Competitors (20%)

 Prefer social, competitive, and relationship- engaging activities
 Equally likely to be a health club member as the general public
 Describe themselves as professionally ambitious, competitive, outgoing, risk taking, and a sports fan

Categories of Individuals

• Balanced holistics
• Conscientious preventers
• Social competitors
• “Abracadabras”
• “Woulda–shouldas”
• Sitcom skeptics

Abracadabras (14%)

 Have low fitness levels; do not exercise and have no desire to do so
 Dislike exercise; if they do exercise, the reason cited is often to lose weight
 Are half as likely to be health club members
 Describe themselves as energetic, socially skillful, health conscious, and less outgoing
 Considered to be an “indifferent” group

Woulda-shouldas

 Do exercise, but less than general public
 Are self-conscious; tend to have low fitness levels
 Do not hate exercise; rather, lack self-discipline
 As likely as the general public to be health club members
 Describe themselves as emotional, bookish, shy, and professionally ambitious
 Considered to be part of the “uninitiated believers” group

Sitcom skeptics (12%)

 Believe that individuals who exercise are self absorbed
 Believe that a good diet and clean living negate the need to exercise
 Some do exercise occasionally and are equally likely to be health club members as the general public
 Describe themselves as not falling for the fitness craze
 Considered to be part of the “indifferent” group

Developing a health and Fitness program?

 Determining the program offering
 In addition to the basic offerings, what trends should also be considered/offered?
 Examples: group programming, mind- body classes, exer-gaming, personal training, core training

Past Decade Fitness Trends Part 1

Group fitness increase, aerobic dancing decrease, high impact aerobic has declined, group fitness classes for functional fitness has increased. Yoga and pilates has grown significantly. Treadmill is becoming more popular, stair climbing has decreased, personal training has increased

Past Decade fitness trends Part 2

emphasizes movements to strenghten core and enable effective performance of everyday activities. Fusion Fitness is a top trend (integration of different exercises activities into one exercise program format). Exer-gaming (MP3 reality or virtual based game environment)

Developing a Health and Fitness Program

Develop a process to determine whether clients’ needs are being met. Identify criteria to evaluate (Ex. Financial, growth, total participation, community service, retention percentage). Define short-long term goals and measurable objectives. Consider industry participation trends when evaluating the results. Conduct ongoing process evaluation.

Facilities (Operating a health and fitness business)

Facilities should be well lighted, with an appropriate level of temperature, humidity, and ventilation, should be clean, well kept, inspected to minimize risk of injury

Equipment (Operating a health and fitness business)

Should provide equipment for each of the major components of fitness. Durable, serviceable, value, safe and appropraite equipment should be purchased. Bought from a reputable company. Well maintained and inspected. Proper signage posted

Staffing

Consider competencies such as ACSM certification, Well rounded to meet facility needs.

Human Resources (HR)

Included processes of hiring or getting hired, what to expect, job descriptions

Finances

Closely follow well-developed business plan (financial plan, revenues and expenditures) Have a back up plan in case plans dont work out like expected.

Purchasing

Orders and processes, the understanding of wheeling and dealing. Getting the best price, capital and non capital equipment.

Examples of a plan to market the brand

 Direct mail
 Exterior/interior signage
 Web sites, Internet blogs, e-mails
 Member incentives
 Telephone calls, radio, television, etc

Membership sales tend to follow a three step pathway

-leads, prospects, and those who have decided to become members

Ways to build memberships

member referrals, lead boxes, advertising, direct mail, community involvement, and promotional material

Customer Service

Communicating with members on a personal level and understanding their interests and needs

Ways to reduce risk

- higher qualified staff
- conduct pre-activity screening
- have adequate levels of activity supervision
- conduct regular maintenance of all equipment and facilities
- attention accorded to physical plant safety issues
- appropriate signage
- requiring all activities to be conducted in an appropriate, safety-conscious manner

Risk Management

a concerted effort to undertake specific steps to minimize risk of injury to a facility’s participants and employees, identify and address any potentially unsafe conditions, and maximize the ability of facility personnel to respond appropriately to emergency situations

Financial Plan

written statement that addresses the financial issues for a particular organization or program, including financial objectives and priorities, budget benchmarks, and the identification of actual and projected sources of revenue. (Referred to as a budget or pro forma

Retention Strategy

a systematic plan that involves actions and steps that should be undertaken to enhance the likelihood that individuals who currently belong to a facility will retain their membership

Strategic Plan

a planning tool that is designed to address strategic decisions concerning key issues, as short and long term goals, steps needed to achieve goal, a timeline for reaching goal, and allocation and prioritization of time, energy and resources to each goal. (usually includes a 5 year timeline)

Target Audience

a well-defined, specific segment of the population to whom an organization attempts to market and promote a particular service, product, or program offering.