Fitness: Page 140

Getting to Know Your Members

Without real knowledge about members, cannot improve marketing efforts and cannot significantly improve member retention levels. Key questionsThe same is true when new members are asked about their goals -- this information is almost never saved or combined. More importantly, if it has been some time since the member joined, no one has asked them for their current goals or their current level of satisfaction with the facility. This is critical if the member is thinking about quitting.Fitness centers often do not know if members are married unless they are part of a couple or family membership. They do not know if the spouse ever tried the fitness center, or was a member in the past. Also, information about whether the member has children and of what ages is not recorded. This could have led to registering them for youth programs, birthday parties or a family membership.It is also useful to know the history of members regarding bringing guests to special events and providing referrals -- and then tracking these leads to see if they actually joined. Obviously, a successful referrer should be reinforced if identified over the years.Understanding what members do at your facility, how often they come, when they visit, etc., is critical information for helping them to use your fitness center fully. Typically, no real information is known about whether a member uses a certain type of cardiovascular equipment, uses a certain line of strength equipment, stretches at the end of a workout, sits in the sauna, showers, etc. If the routine is regular and known, there is an opportunity to introduce the member to other types of cardiovascular equipment; to vary the workout with the use of free weights, exercise balls, balance boards or a group exercise class; to suggest other activities such as basketball, swimming a few laps, sitting in a coed whirlpool or participating in a racquet sport. This could lead to more flexibility for them in activities, the days of the week visited and the timing of club visits.Keys to communication

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Teaching Employees Customer Service

Suggestions on teaching effective customer service to staff members. The importance of good serviceInstitute a comprehensive training program for all new employees, and then test their knowledge of equipment, facility procedures and other essential information before they have any contact with members. To make sure that an employee is ready, role playing can be revealing. Play the role of a new member and ask employees-in- training questions. Can they answer all of them?What are employees authorized to do in the event of a problem? Can they give a refund? If so, under what circumstances? When does a manager need to be called in to resolve a problem? Anticipate the sorts of issues that your employees may face, and give them the tools and information they will need to deal with them, including any procedures for documenting the problem and the resolution. Having clear protocols for situations gives employees the confidence and security they need to deal with problems efficiently and effectively.Since you can't be there at all times, consider creating a comprehensive employee manual that contains fitness center procedures, emergency contacts and frequently asked questions about your facility. To do the best job for your members, your employees need to not only be knowledgeable, they need to be able to demonstrate their knowledge on demand to inspire trust and confidence from your members.Resist the temptation to consider training a costly, one-time event. Training is a dynamic process that involves building on existing skills and knowledge to achieve higher levels of expertise and ability. Seminars, workshops and conventions are ideal places for employees to not only learn new things, but to recharge their enthusiasm and energy.REFERENCESLe Clair, J. "Take the Time to Train Your Customer Service Staff." www.inc.com/articles/2000/04/18227.html.

Integrating Core Training into Workouts

Suggestions from fitness instructors who incorporate core training into their classes and personal training work. Many people seeking physical fitness focus on aerobic activity and strength training, which primarily work the large muscle groups of the limbs and torso. While the core muscles perform some stability work during most aerobic and strength-training exercise, they may not get enough of an overload to prevent the atrophy that occurs with sedentary lifestyles.Create a packageIt's easy to include 10 minutes of core work as part of a group exercise class or strength-training workout. In fact, core muscles have to perform stabilization for many strength exercises, especially with free weights. A variety of exercises for the abdominal muscle group and low back extensors are traditional features of well-rounded workouts, and should be part of an exercise class or personal training session.Stability balls, discs, boards, medicine balls and other equipment that challenges balance provide great training to core muscles. Props also provide variety to keep core work interesting. Many personal trainers make extensive use of these props with their clients.Older adults gain wonderful health and fitness benefits from core strengthening work. Core muscles tend to be more atrophied in this group, especially in sedentary clients. Core work relieves many aches and pains caused by muscle weakness -- pain mistakenly accepted as part of the aging process. Strengthening core muscle groups improves balance and prevents falls in many older adults.REFERENCESCosio-Lima, L.M., K.L. Reynolds, C. Winter, et al. Effects of physioball and conventional floor exercises on early phase adaptations in back and abdominal core stability and balance in women. Journal of Strength and Conditioning Research 17(4): 721-726, November 2003.Tortora, G.J., and S.R. Grabowski. Principles of Anatomy and Physiology. HarperCollins: New York, N.Y., 2003.

Innovative Programming Ideas for Fitness Facilities

Innovative programming ideas aimed at motivating members to exercise.

What's Hot in Group Exercise

Three new group exercise classes can keep your members fit and your fitness program healthy. Mindy Mylrea created Gliding based on a paper plate program she used when teaching aerobics classes. She has been an international fitness presenter for the past two decades, is the 2004 Can Fit Pro International Presenter of the Year, the 1999 International IDEA Fitness Instructor of the Year, a National and World Aerobic Champion, and a five-star presenter for IDEA. She is a master trainer for Schwinn Cycling, and on the pro development team for Bosu, Corepole and Body Bar.Cost. For a Gliding program, $199 will buy what you need to start, including 25 sets of discs, a storage box, two DVD instructor training videos and one DVD containing marketing materials. There are no upfront or annual licensing fees. "I've created a complete and simple turnkey package. I also recommend using the discs as accessory pieces to other classes, like stability ball workouts or circuit training. I've [also] seen personal trainers use them when training their clients," says Mylrea. Continuing education is offered by certified master instructors (www.glidingpro.com). Master trainer fees are negotiated on an individual basis.Dana Prietro, group fitness director at Sports Club LA-Beverly Hills, is a fan of Michael Carson's Core Motion class because, "it incorporates all the components of fitness: strength, flexibility, cardiovascular, stability and balance." Carson, a certified personal trainer, began as fitness celebrity Kathy Smith's group exercise director at MezzePlex in West Los Angeles, Calif. Since then, he's become a well-known fitness celebrity himself, staring in numerous exercise TV shows and infomercial campaigns.Cost. Costs for Core Motion include the balls, which are $10 each, with a minimum order of 20. Teacher training is a three-hour workshop that includes a written syllabus. Cost is $750, plus travel expenses, for certified instructors to provide a Core Motion instructor-training seminar at your fitness center. There is a 30-teacher limit for the training. Core Motion hasno annual licensee fees (www.mindbodyseries.com/fitness).Overview. Budokon, which means "the way of the warrior spirit" in Japanese, is the creation of mind/body teacher Cameron Shayne. "The class is a blended and balanced combination of Hatha yoga, martial arts and meditation," says Shayne, who sees this as a union of martial arts and yoga.Cost. Budokon requires no equipment other than yoga mats and blocks. Minimum Budokon-instructor requirements are a certification in yoga instruction and two years of experience in martial arts. (Shayne based his teacher training/Budokon certificationon the Stott Pilates teacher-training method.) Teacher training workshops are one weekend per month for three months ($325 per instructor). Annual fees are $50 for continuing Budokon CEUs (www.budokon.com).

Luxury Personal Training

SIFT Workout is a personal training facility that offers an atmosphere that resembles a luxury hotel or spa.More spacious than typical personal training studios, this center is never crowded, since it only allows up to 12 members into the facility per hour. What is also unique about SIFT Workout is that it offers unlimited "personal-trainer-supervised workouts" for one flat rate per month, Roberg Chao explains. Members pay $300 to $500 per month, and can come every day, if they like. All trainers are employees, full and part time. Employees are required to have degrees, as well as certifications. Certifications come from the American College of Sports Medicine (ACSM), the American Council on Exercise (ACE), the National Academy of Sports Medicine (NASM) and the National Strength and Conditioning Association (NSCA).Trainers monitor and encourage members as they work through three components of fitness: cardio, muscular strength and endurance, and functional fitness. Functional fitness includes flexibility, agility, balance, core stability and range of motion.To develop a personal fitness program, members have two one-hour initial consultations with a personal trainer. During the fitness assessment, the trainer reviews medical history, discusses health and fitness goals, and evaluates current fitness level. Following the assessment, there is a one-on-one orientation and workout session.Nutrition consultations are also offered "as an added value to our members, and in an effort to encourage their success," says Roberg Chao. Each member receives a one-hour nutrition consultation. Ongoing consultations are then offered as an additional service.The fitness center's success and good member retention numbers, says Roberg Chao, "is due to the environment that is created for members: great customer service, cleanliness and attention to detail. We give our members what they're missing in the big clubs."

What's Old Is New Again

Thinking of buying remanufactured equipment? Here's what you should know. That's why many fitness center owners purchase remanufactured equipment. With a savings of about 70 percent compared to the cost of new equipment, purchasing remanufactured equipment can free up funds for other parts of the facility. It can also allow fitness centers to replace older, favorite pieces that may not be manufactured anymore.If reworked properly, remanufactured equipment is as dependable and wears as well as the equipment was when new. Says Mark Clayton, president of Fitness Equipment Source, Concord, Ont., Canada, "Anyone can hang their shingle out and say they remanufacture equipment, but that doesn't mean they'll do it correctly. Those who don't do it legitimately give those who do a bad name." Fitness Equipment Source equips approximately five start-up fitness centers each month with flooring and strength and cardio equipment. It, and companies like it, canoutfit an entire fitness facility, or sell just a single piece of equipment. They can provide the equipment you want in the color and upholstery you request (even if the product did not originally come in that color), and they provide an extended warranty and service their products.Types of equipmentTotal remanufacture. This means stripping the machine down, sand blasting, powder finishing, testing all moving parts, etc. This saves buyers about 35 percent off of the price of new equipment. It gives a longer life to the equipment, and has the same warranty as when the equipment was new. The company also "zeros out" a treadmill's total mileage.Serviced. Serviced means that the machine was cleaned, had some minor touch-ups and is 100 percent operational. Customers get a three-month parts warranty, but it saves them 45 to 50 percent on the cost of the machine.It's important to note that while "serviced" may sound like you'll get a machine with a short lifespan, you may actually get a newer machine that just didn't need as much fixing up.Provided the product was remanufactured by a reputable company, the equipment should not look old. "The most expensive thing on a new piece of equipment such as a treadmill is the steel frame," says Clayton. But, the frame doesn't go bad, just the wear parts. Companies that really remanufacture equipment will take the entire piece apart, and get each component independently tested. If the piece doesn't meet or exceed the manufacturer's requirements as new, they replace it. They sandblast the frame and put the original type of coating back on it.Ask questions1. Does the company have a solid reputation, with dated references? You'll want to talk to people who have had a relationship with the company for many years, not just someone who bought one piece of equipment.3. Does the company use certified technicians? Consider ensuring that technicians are certified by equipment manufacturers.5. Will the company provide you with an owner's manual so you know when equipment service intervals are and what should be done at each?7. How long does it takes someone to answer the phone at the company? If you end up in an endless string of automated messages, you may be dealing with a company that will be difficult to contact after you purchase equipment and need help or have questions.Where does it come from?The same replacement strategy holds true for strength equipment. "The fitness manufacturers are using chrome colors now that you see on cars -- titanium and silver -- and people want that look," says Clayton. So, they purchase new pieces. But don't forget that remanufacturing companies can paint refurbished equipment in these newer colors.Those in the knowWhen buying a piece of equipment, Feldkamp tells her dealer what she wants, either the actual piece of equipment or the features for which she's looking. Most of her equipment is about two to three years old when she gets it, and members can't tell the difference.Much like the auto industry, your equipment depreciates about 20 percent when it enters your facility. So, it may make sense to consider remanufactured equipment for your next expansion or replacement. Provided you do your homework and choose a reputable company, you can be just as happy with refurbished equipment as you can with new equipment -- and still have money left over.

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Cardiovascular fitness equipment manufacturers strive to advance technology while simplifying the user experience.

Liability Insurance Know-How

Minimize your business risks by knowing what type of and how much liability insurance you should have for your fitness center.What is an insurance policy?Navigating the insurance maze can be pretty daunting. One of the tricky aspects of finding the insurance you need is understanding the basic premise of an insurance policy and what it covers. In the simplest terms, an insurance policy can be described as a legally binding contract between an insurance company and the person or company who buys the policy (referred to as the policy holder). In exchange for payment, called the premium, the insurance company agrees to pay for certain types of loss or damage as specified by the policy.When a loss occurs that meets all of the requirements described by the terms of the policy, the loss is said to be covered by that policy. Exclusions and limitations are options that can remove some of the coverage of the policy; however, the law requires that what is "taken away" from insurance coverage through these exclusions and limitations be clearly written and very specific. For example, your fitness equipment may be protected within your policy against fire damage, but is excluded from damage caused by flooding.Specifically, liability insurance is a policy under which the insurance company agrees to protect the insured against liability arising from some act or failure to act by the insured, which causes injury to a third person or to the third person's property. For example, group exercise instructors and personal trainers have a legal duty to clients and members to conduct themselves at the level of a certain standard. That standard generally refers to how other group fitness instructors or trainers would conduct themselves in a similar situation. This is also referred to as a "standard of care," and can be subject to review by a court of law to determine if fitness professionals are acting within or outside of the standard. Failure to conform to such a standard may lead to liability. Defending a lawsuit can be a costly and time-consuming process. Liability insurance acts to protect you and your personal assets in the event that you are sued.Liability insurance coverage should be in place to protect the facility ownership/management and all staff members. Independent fitness contractors who teach classes or train clients should also have liability insurance that covers such activities. Understanding what liability insurance does and does not cover is important for those with a liability exposure in their capacity as fitness professionals. If your facility provides massage therapy, tennis lessons or tai chi classes, work with your agent to be certain that all the services you offer are covered under the policy.Depending on the basis for the lawsuit, you may be covered by a policy that will pay for both the cost of your defense and any judgment that you may owe (up to the amount of your coverage). "Go with an insurance company that will cover you outside the limits," recommends Schmitz. "Outside the limits" refers to a policy that covers you above and beyond your policy limits to include your defense fees and court costs. For example, you may have a policy that covers you up to $1 million, but your court costs are $10,000. Having liability insurance that covers you "outside the limits" means that your policy will cover these costs, but will not erode your $1 million worth of liability coverage in the process. Simply put, you will not have to absorb the cost of your defense and court fees "inside the limits" of your insurance coverage.Obtaining liability insurance from an insurance carrier familiar with the health and fitness industry is critical to a fitness business' long-term success. "Calling your local insurance agent is not the best way to find a carrier for your fitness business...," explains Schmitz. "Not only are the costs for a policy through a non-expert too high, it is important to have someone who can explain the facts and details of your particular risks and exposures." It is also important that coverage is placed with an A-rated (AM Best) carrier. The rating of an insurance carrier is based on its financial stability and ability to pay claims.Schmitz recommends making sure terminology used in the policy being considered is clearly understood: "If you have questions about any terms or coverage allowances, don't hesitate to ask your agent." Finally, customer service is a key factor. If a client files a liability claim against you, "you need to be confident your agent will be available and will be of service," says Schmitz.Obtaining liability insurance is a step in the right direction for any business owner to protect their interests proactively, and at minimal cost. However, it is also the responsibility of each facility owner/manager to create a safe environment. Creating and implementing risk-management policies in your facility can be the difference between steering clear of or facing liability claims.Risk management not only includes assessing facility spaces, but also clients and members. Members, one-on-one clients and fitness class participants should at the very minimum complete a participant activity readiness questionnaire (PAR-Q); read and sign a release/waiver document that outlines the assumption of risk, including an informed consent; and complete ahealth history form or health screening that can be used to reasonably reduce foreseeable risks. Identified risks should be explained to them, and the health history should be discussed in a positive manner before fitness or training services are rendered. A physician's "OK" for the client to train may assist the instructor or trainer when implementing a training program, particularly if risk factors that alert the trainer to the need for a physician's approval prior to beginning exercise are identified, as well as acting to protect the trainer in the case of an accident or injury.800 844-0536, www.sportsfitness.com

Express Workouts

How to capitalize on the popularity of express workout circuits in your fitness center.Back in the '80s, express workouts (or circuit training) were often held on the weight room floor. Resistance machines were lined up and an automated voice announced when it was time to change stations. Sometimes, cardiovascular training was included in the form of jump ropes or jumping jacks in between each strength station. Classes were often held before work and at lunch. Evening classes were longer in length, and music was professionally made, with songs lasting just as long as the workout at each station.EquipmentToday's express workouts are similar in set-up, but with newer machinery. For instance, Curves, the fastest-growing franchise in the world, is known for its express workouts that cater to women. It offers hydraulic strength machines and trampolines in between. Hydraulic strength training uses pedals to take air in and let air out, making the resistance more or less intense. This way, the person who follows does not have to change weight.Women-onlyExpress workouts within fitness centersFor Xpress Zone, exercisers perform a five- to10-minute warm-up, followed by 30 seconds on each of eight strength machines. Members adjust the weight so that they can complete 15 repetitions in that 30-second time frame. The exceptions are abdominal crunches, which members perform prior to strength training (for 60 seconds), and the Prone Cobra, which members perform for 60 seconds after strength training.Bedgood says that 24 Hour Fitness feels a separate area for theXpress Zone program is important because it prevents those not involved in the workout from using machines that are part of the circuit.Marketing to special populationsEach class has a different format and focus. Says Detwiler, "Some classes are set up alternating cardio and strength training, and some are set up to focus on the upper body, then lower body, core and cardio." Each instructor writes in a class binder what exercises were performed for each class and how it was set up so that the next instructor will not duplicate the previous workout.Another L&T-managed site, Navy Federal Credit Union Headquarters, Vienna, Va.,makes use of down-time in the fitness center by offering a circuit workout. Members alternate between strength machines and cardio machines, and an instructor monitors not only circuit time, but form and intensity.Get in the express circuit!Offer plenty of stations, so that participants aren't going around and around the same circle. Also, use some creativity to keep it fun. Add in partner exercises, if appropriate to your population. Have them toss each other a medicine ball, have two members hold the ends of a band while a third person shifts side to side underneath it. Barrett also suggests taking your workout outside. Boot camps are a great format for outdoor settings where there is plenty of room.

Keeping Group Exercise Safe

A checklist of safety precautions and guidelines should be used to help keep your members safe during group exercise classes. Keep the following guidelines in mind when creating a safety checklist for group exercise.Supervision also means the following:2. Having the ability to recognize dangerous situations and correct them immediately. Free weights scattered over the floor, for example, are a danger.4. Controlling the situation by continually scanning the activity area, and checking the area before every class.Facility. The group exercise floor is a big safety concern. The continual pounding of the body results in the most common injuries, such as sprains and strains. Falling due to a slippery or crowded floor is another too-common problem. The group exercise floor must be shock-absorbent, smooth, clean and dry. Avoid concrete and tile floors. Also, wet surfaces are a hazard. To prevent wet spots, drinking water should be limited to an outside area.1. Avoid overcrowding.The American College of Sport Medicine suggests 40 to 45 square inches of space per user. Offering an additional class can rectify space problems.3. Make sure the room has windows for additional supervision.Informed consent and information.2. Let participants know they do not have to keep up with the rest of the class, and can feel comfortable performing exercises at the tempo that's best for them. Remind participants to stop and inform the instructor of any problems.4. Remind participants about the need for drinking water.A basic class should include the following: a suggestion for members to obtain a medical evaluation prior to activity; start with basic instructions, reviews and warnings (two minutes); include a warm-up (10 to 12 minutes); espouse a gradual increase in activity (20 to 30 minutes); move to a decrease in intensity level (five minutes); break for a heart rate evaluation (five minutes into activity, and at regular intervals); include a cool-down (four to five minutes); and have some closing words, comments and/or areview.If a member does become injured, fitness center managers should have the following procedures ready:2. Make sure instructors are trained in basic emergency care skills, such as first aid and CPR.4. Be able to immediately contact fitness center administrators when problems arise.Lowering the chance of injury to participants is not difficult -- it only requires planning and vigilance.

Spa Industry Trends: What Can You Learn?

Some overall trends from a study of the spa industry. Day spas are most popularCaution. The vast majority of day spas offer hair and nail services. A large part of day spas' success is attributable to their ability to manage these services, in addition to massage and skin care.Fact. Only 3 percent of all spas are brand-affiliated. There are few "big names" in the spa world, which must deal with expensive marketing campaigns and huge investments in the physical plant. Plenty of opportunity exists for fitness centers that want to add two to five treatment rooms to their other amenities.New customers are everywhereCaution. The study doesn't say whether these people are new to the "world of spa," or are simply switching from another spa. If it's the latter, these new faces may be habitual "switchers," and may be hard to keep as long-term patrons.Fact. Almost one-fifth (19 percent) of spas plan to renovate or expand in the next five years. Clearly, many of those already in the business see enough opportunity that they are willing to build to meet it.Overall trends1. There seems to be fairly high ownership turnover in the spa industry. This signals the need for experienced and competent management to ensure the survival of the business. Fitness centers wishing to add spa services should seek the assistance of seasoned managers or consultants when developing a spa plan.3. Spas have gained a new aura of respectability. Emphasis has shifted from self-indulgent pampering to self-preservation. This fits nicely with the wellness theme that many fitness centers seek.

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Buyer's Guide

Information on more than 3,000 companies, sorted by category. Listings are updated daily.