Fitness: Page 141

Maximizing Your Network

Six types of networking relationships.Do you ever look for more personal training clients or to sell more corporate memberships? Do you think you'll ever make a job change? Much more effective than a web search, using the phone book or responding to ads is mobilizing your network. How strong is your network?In the book Make Your Contacts Count, the authors present six types of networking relationships. Once you understand them, you will be able to assess your current network, know how to strengthen your network and how to take necessary steps to move your relationships forward. As you read through the categories, think of people you know who might fit in each one.Accidents. Everywhere you go, you run into people who could be part of your network. It's the person who is seated next to you on the plane, or standing next to you in the conference registration line. These one-time meetings are not likely repeated. Networking relationships can grow from "accidents," if you can find a reason to stay in touch.Associates. An associate is someone with whom you regularly come into contact for a period of time. An associate could be someone who's in the same class you're taking. You can rely on this common bond from which to develop a trusting relationship. You have a chance to learn each other's names and reconnect often enough to learn more about each other. It is, however, still necessary to work at this relationship; otherwise, you may just chat briefly and part without providing any assistance to each other.Advocates. A person who promotes you and who you promote is an advocate. Advocates come through for you, and know you'll do the same for them. You believe in their character and appreciate and understand their competence. There is a high level of trust built into this relationship. You look for ways to assist each other and feed each other opportunities. An advocate may be a vendor who you promote to others in the industry and sends new business your way. An advocate is someone you can highly recommend.Fitting contacts into your networkREFERENCE

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Understanding Social Physique Anxiety

Many factors can contribute to the self-consciousness some people experience in the exercise environment. One is anxiety about appearance. Personal trainers and other fitness professionals must become more sensitive to the way new clients experience the workout environment. Many clients feel self-conscious in the fitness center. This self-consciousness detracts from the positive exercise experience that produces a strong commitment to regular physical activity. In fact, the negative emotions associated with self-consciousness create a strong disincentive to continue working out. Many factors can contribute to the self-consciousness some people experience in the exercise environment. One is anxiety about appearance.Anxiety means worry, apprehension or feeling uneasy. Social physique anxiety is a special form of anxiety that refers to the discomfort experienced when people feel that their body is being evaluated by other people in some sort of social situation. People experience social physique anxiety when working out at a fitness center, wearing a swimsuit on the beach or even just standing up in front of a group giving a presentation.Younger people, including adolescents and even children, tend to be more anxious about their appearance than more mature adults. But social physique anxiety can interfere with exercise intentions in older adults as well, especially if they feel they do not "fit in" at the fitness center.What can you do?Discuss with individual clients what types of activities they feel most comfortable performing. They may be more comfortable exercising anonymously on a machine than in a class setting. Do distractions, such as listening to music or watching television, help? Encourage them to invite a friend to be their exercise buddy. Modify exercise programs in any way you can to make physical activity a positive experience that reinforces exercise adherence.REFERENCESGapinski, K.D., K.D. Brownell and M. LaFrance. Body objectification and "fat talk": Effects on emotion, motivation, and cognitive performance. Sex Roles: A Journal of Research 377-389, May 2003.Smith, A.L. Measurement of social physique anxiety in early adolescence. Medicine and Science in Sports and Exercise 36 (3): 475-483, 2004.

H.E.R.O. Off-Site Training; 10K-A-Day; Choose-to-Lose Community Weight-Loss

Innovative programming ideas aimed at motivating members to exercise with all featured programs submitted by readers.Recognizing that 50 percent of firefighter deaths are due to heart attacks, staff at the William G. Rohrer Center for HealthFitness, Voorhees, N.J., decided to help combat that statistic by establishing its H.E.R.O. (Healthy Emergency Response Organizations) Off-Site Training program. H.E.R.O. was "designed to address the special physical fitness, nutrition and lifestyle needs for firefighters, police and EMS by implementing a program conveniently located at the client's own facility," says Executive Director Miklos Horvath.The program has four components. First is the facility assessment of the physical location, which checks for facility size, equipment and number of potential users. From this, a report outlines recommendations for equipment, vendor contacts and costs to get the program initiated. Second, each participant receives a comprehensive fitness assessment, and is then provided with a summary report, an orientation to the new facility and a customized workout plan. Third, a degreed and certified fitness specialist establishes hours at the facility for ongoing fitness support, program modification and motivation. And last, onsite nutrition and lifestyle enhancement seminars are provided by a registered dietician."Business of Caring" is CIGNA's (Philadelphia, Pa.) motto, which means it makes employees' health a top concern. So, in May 2004, it set out to support the attainment of Healthy People 2010 objectives for physical activity, as well as focus on a company-wide initiative to target childhood obesity with its 10K-A-Day Online Fitness Incentive Program.According to Kris Corbett, "10K-A-Day is an inspiring walking program designed to boost physical activity every day, no matter how busy a person is or their level of physical activity." Participants use a pedometer to count their daily steps, and then log results and track progress on aweb-based system administered through the company's vendor, Health Enhancement Systems. Once logged, participants are provided with daily motivational email tips and ideas for healthy meals. A children's version is also available, and features a child-friendly website with games, family activities and more. After completing the 28-day program, participants can continue on with a five-month program called the "Million Step Club."Many people would "choose to lose" if they just knew how, so the Cameron Wellness Center, Evanston, Ill., decided to help by offering a free, 10-week weight-loss program for residents that promoted lifestyle changes and encouraged them to lose approximately 5 to 10 percent of their overall weight.To get people to participate, "Choose-to-Lose featured a poster program among the hospital's more than 200 physician offices, giving them an opportunity to refer patients to a free weight-loss program," Schuette explains. Collateral and marketing featured the Tobey the Turtle mascot, who made the weight-loss program more appealing and fun. "Tobey transitioned from a lumbering turtle with suitcases on his shell to a lean and fit turtle in running shoes," says Schuette.

Equipment Servicing and Maintenance

Outside service companies can often provide the depth of experience that no single employee could offer. If you have several facilities, hiring your own employee might work. If not, then an outside service company could be your answer. Outside service companies can often provide the depth of experience that no single employee could offer.Qualifications of a good service company include knowledge and response time. You need a company that can not only handle preventive maintenance, but that canalso fix equipment quickly when it breaks down.* Is the company familiar with the products in your facility? If not, its representatives face a learning curve that may mean downtime for your product.* Does the company have the depth to fix every product in your fitness center? There should be at least one technician certified to work on each brand of product in the facility.Next, find out how the company does business. Is it professional? How quickly can a technician arrive for an unscheduled repair? Does someone answer the phone when called? These questions can shed light on the company's mode of operation. In an emergency, you will need someone who knows what to do.Another factor in your choice of service providers is value. Compare plans of various companies in your area. Different companies offer different levels of service and different rates. A start-up service company might work for $25 an hour, while an established company with clientele might charge $100 or more for the same work.The next item of business is the service plan: How often should a technician perform various jobs? Every manufacturer lists on its website a recommended maintenance schedule for each product line.Some aspects of the maintenance schedule are situational. Dirt accumulation depends greatly on usage and the environment. The more the product is used in a dirty environment, the dirtier it gets -- and the more often it requires cleaning. Keep this in mind when setting up a schedule for your facility. Remember that maintaining the equipment too often may, in the long run, cost less than maintaining it too seldom. Err on the side of more maintenance rather than less.The service company's preventive maintenance contract should be specific and clear. Many contracts include an estimate of the time to be spent on a particular type of equipment and then the cost for the work.The main chore of any preventive maintenance program is cleaning. For fitness equipment, cleanliness relates to longevity. Dirt takes its toll through daily wear and tear, so keep equipment clean.

Clubs Go Express

Express workouts appeal to time-constrained exercisers.

Profiting from Oxygen

Advances in technology can lead to new revenue opportunities for fitness centers.I've spent 20 years advising fitness centers, and especially fitness departments, about how to become more productive and more profitable with new programs and services, especially those geared toward members who want specific answers to their concerns or challenges. And, here's what I've learned: Technology has to accomplish three "big picture" goals for fitness club owners. Technology must make a manager's or fitness director's job easier, help members get more from their workouts, and generate financial opportunities for fitness centers and the fitness professional. If new technology implementation fails on any one of those fronts, you have a problem.Technology levels the playing fieldWhat's really new?Gas exchange technology has been around for 40 years. However, the machines of the past (called metabolic carts) were the size of large file cabinets and cost up to $50,000. Today, these same devices can fit in the palm of your hand, cost a fraction of what the older units did and work much better.What isoxygen intake analysis? When people exercise, they need to breathe oxygen to feed the muscle requirements of increasing intensities. The harder they work, the more oxygen they need. In addition, the more they work, the more lactic acid their muscles produce. Lactic acid is, in part, released from the body in expired air in the form of carbon dioxide. Therefore, if it is possible to analyze the level of carbon dioxide being expired, it is possible to measure what's going on physiologically in the body.How to use itThese are just a few of the possible uses of gas exchange technology. Simply stated, gas exchange technology provides information about the energy requirements of the body during rest and exercise. It can be used to determine the level of training needed for healthy subjects, and to design programs for those with medical limitations, such as cardiopulmonary disease.Even with this technology, you still need a trained exercise professional to guide members through five essential questions: What shape am I in? What shape should I be in? How do I get there? How do I know when I'm there? What do I do after I get there?Gas exchange products weigh less than 2 pounds, are convenient to use and can be transported comfortably in a briefcase. Most of the available gas exchange devices offer a variety of options, such as summary reports printed directly from the unit and the ability to connect to a printer for detailed,multi-colored reports.Be sure to ask lots of questions when purchasing a gas exchange device, and try it out. One manufacturer requires that the unit be returned every three months for recalibration. Other devices provide hundreds of numbers for barometric pressure, fraction of inspired oxygen and expired carbon dioxide, etc.MedGraphics VO2000 Portable Metabolic Testing System, St. Paul, Minn., 651 484-4874, www.medgraphics.com

Prevent Defense

A forward-thinking, comprehensive approach to equipment maintenance can help protect a club's most prized possession: its positive image.

Photo of man lifting weights

Meal Plans on the Go

Help clients and members to design healthy meal plans using drinks and bars as supplements to their diets. Meal replacement specificsBreakfast bars, granola bars, fruit bars, etc., are not included in the "meal replacement" category. These products are often little more than a package of sugar, with minimal nutritional value. They may be inexpensive and taste good, but they will do little to help support optimal health if consumed on a regular basis. It is important that clients understand the distinction between these products and those discussed in this article.Approximate cost per serving: $1.25 to $1.75. Meal replacement powders are packaged either in single serving pouches or sold in multi-pound containers, in which two to three scoops is equal to one serving. These are generally added to water, milk, juice, etc., and mixed in either a shaker bottle or a blender. Each serving generally contains 250 to 300 calories, 40 to 45 grams of protein, 15 to 20 grams of carbohydrate, and 2 to 3 grams of fat. Some products are marketed as "lite," however, they are essentially the same product with less powder per packet. Other products have a low carbohydrate content for those individuals following a high-protein, low-carbohydrate plan. However, most of these products are simply protein powder with added vitamins and minerals. Clients would be better off just using a quality protein powder and a multivitamin/mineral (see Protein Powder).Powdered drinks can be purchased in awide variety of flavors, including chocolate, vanilla, strawberry, mocha, peanut butter and fruit flavors. The flavors and tastes will vary based on the product, so discuss with clients the need to try different brands, as some are certainly much better than others. Many manufacturers include a recipe guide with the product, which will provide clients with a variety of mixing options. Recipes can also be found on the Internet under the supplement company's name.Approximate cost per serving: $2. Ready-to-drink meal replacement shakes are the ultimate in convenience, as they are pre-mixed and ready to consume. These are nutritionally similar to meal replacement powdersas far as the macronutrient breakdown and calories. These shakes offer a convenient tool clients can use to help make sure their bodies have the nutrients needed to maintain an active lifestyle.Class 3: Meal replacement barsThe use of meal replacements can offer a healthy alternative to the typical high-calorie, high-fat, high-sugar, low-nutrient fast foods commonly available today. They are nutritious, convenient and very often tasty. These products are a great alternative for people who find cooking to be a chore, who eat most meals away from home, or whochoose poor-quality processed meals and snacks to consume as their main nutritional intake.* 7:00 p.m. Dinner (8-ounce steak, baked potato, 1 to 2 cups vegetables, one piece of fruit)

Reaching New Customers Online

Using the pay-per-click service on Internet sites can help you create marketing campaigns, and drive viewers to your website or business. Many local businesses are finding PPC to be an effective and economical way to reach local shoppers and receive the visibility that large businesses can afford. A variety of search engines and Internet Yellow Pages now offer a pay-per-click option, including Verizon SuperPages.com's online yellow pages, Google, Overture, CitySearch and FindWhat.Pay-per-click offers national chains the benefit of being able to tailor advertising campaigns to meet both national and local needs. These facility operators can promote national brand messaging and drive business to a website. At the same time, they can run local campaigns to promote seasonal specials on a city-by-city or state-by-state basis.When you sign up with a search engine for pay-per-click, using Verizon SuperPages.com as an example, you can do the following:* Select the categories, such as "gym" or "fitness center," that best describe your business.* Calculate the value of a single new customer and determine how much you are willing to pay for a qualified lead. For example, your bid may vary from a minimum of 20 cents up to several dollars per click.Most search engines typically provide broad and varied search results to a keyword search, returning hundreds of listings, including many that may be far removed from what the searcher had in mind. As the trend for localized searches catches on, some sites are coupling their service with a local search option.If you decide to investigate pay-per-click programs, be sure to find one that will give you the best return on investment and meet your objectives. Here are some good questions to ask a sales rep:* What determines the placement of my ad? Do searchers check dozens of listings before getting to mine, or is there a section reserved for local business ads?* What are the fees, and how am I charged? Do I pay every time a visitor clicks on a different one of my links, or only once per visitor?* What type of support is provided? Is a full-service option available if I want it?Power adsWhether you're Internet-savvy or tech-challenged, using pay-per-click advertising is simple and effective. Bianca Noble, product manager for Verizon SuperPages.com, recommends these step-by-step tips to get started, no matter what type of search engine you do business with:If you don't have the time or experience to manage your own campaigns, look for a search engine that provides expert advice and management services for a reasonable fee. This can include assistance with setting up the account; consultation on promotional text, categories, locations, bid amounts and overall budget; access to online results; and ongoing assistance for changes to ads, bids and campaigns. For example, Verizon charges a monthly full-service fee of $20, with a $15 minimum click spend, so even small businesses on tight budgets can afford this option. Advertisers can also sign up for self-service pay-per-click, and select their categories, update information and measure their online performance -- for a $15 monthly minimum spend that includes the cost of their clicks.This is a great opportunity for local and regional businesses to expand their customer base and compete with national chains, even with a limited advertising budget. You can select a city or choose a metro, state or national listing -- or decide to go for several. SuperPages.com search results for a given category and location feature three national and three local PPC results on each page. Some search engines don't target by geography or save specific space for local listings. Look for those that do.If you're going with a non-yellow-pages search engine, you'll need to select several key words that will bring up your business for the consumer, and possibly various spellings. If you're advertising on an Internet yellow page, you can simply designate "gym," "fitness center," "swim center," "yoga classes" or another classification.Remember that you can change your promotional text easily and, with selected programs, at no additional cost.Take advantage of the flexibility by trying out promotions in one location, or experimenting with taglines about a new class or service.First consider how many click-throughs it might take to gain a customer, and what your return would be. Set a maximum amount you are willing to pay for each click. Look for a provider that offers a way to set a monthly maximum, so you don't exceed your budget.Ask new customers where they heard about you, and promote special offers only online. Read the online reports that tell you the number of clicks you receive for each campaign. The beauty of pay-per-click advertising is the flexibility it allows you in stopping, starting and changing your ad campaigns. It's a low-risk advertising medium, since you are paying based on the leads generated.Both in print and online, fitness-related headings are some of the most popular yellow pages categories. Some companies now make it possible for you to reach consumers wherever and whenever they are looking for your services -- online, in print and via wireless telephone access.

Guidelines for a Fitness Center Spa

A basic list of often-forgotten, but critically important, guidelines to starting a spa. Provide a "protected" environmentConcentrate on basic spa servicesMake treatment rooms flexible and accessibleAlso, successful fitness center spas get only about half of their gross revenue from members. The balance comes from non-members. Those patrons need to feel that they are not invading an "off-limits" area to get to their appointment -- especially for their first two or three appointments. (After that, they're probably seriously considering membership in your fitness center.)Unlike fitness, spa is not a self-service experience for your members -- each service is given by a staff person. Spa services (especially massage) are strenuous for the "giver," so staff need a place where they can get off their feet to stay fresh and motivated.The greatest operational cost in spas is labor. You can keep your labor costs down during slow periods by adjusting your schedule, but you cannot pull additional treatment rooms out of thin air when you need them at peak demand times -- usually Thursday through Sunday.Each hour that a spa treatment room is in use will generate 10 to 12 pounds of soiled linen. Make sure you have enough linen (sheets, pillow cases, robes and towels) to keep the spa going, and that your laundry operation can keep up with it. Remember also that non-member traffic will need access to lockers and showers. You'll also need additional phone lines (virtually all spa services require an appointment), storage space (spa supplies and spa retail inventory) and a work room for therapists (a kitchen-like room for prep work and cleaning up).Too frequently, fitness center owners decide to contract with a few independent massage therapists and have them on call if members request services. They do this because they want to make money, but don't want the management headaches associated with hiring and managing spa employees. Predictably, such operations fall well short of their profit potential.

AEDs: The Time Is Now!

There is an undeniable effectiveness of AEDs for saving lives. Why don't all fitness centers keep one on site?

Creating Passion for Your Business

Want to think of some new programs and other innovative ideas to shake things up, but you just can't get started? Create meaning Have a mantraIt has become a business cliché in recent years to have a mission statement. Baloney. Most of them are too long and nothing more than a recitation of threadbare slogans and buzzwords ("best," "customer," "uncompromising" -- you get the idea). Instead, come up with a mantra -- a simple, bumper-sticker summary of what you are trying to do, such as "Prevent Preventable Disease"; "Curing Diabetes One Step (or Rep) at a Time"; "We Give Energy. You Decide How to Use It."Don't wait to start your new program until you've created the perfect plan on paper. Besides, some of the information you need can be learned only by making a few mistakes in the beginning. Flesh out the outline, provide for the essentials and get started.Think big. If you're going to change the world, think of something huge and unique enough to inspire passion and commitment.Find a few spiritual advisers. Draw inspiration from visionaries who have gone before. Urban legend has it that back in 1965, when Fred Smith submitted the business plan for what would become Federal Express to his Yale professor, he got a C. His professor thought it could never work. Smith doesn't remember if that was his actual grade, but the take-home message is still a good one: Don't give up on a good idea, even if it seems far out.Kawasaki, G. The Art of the Start. Portfolio Publishing: New York, N.Y, 2004.Who Made America? www.pbs.org/wgbh/ theymadeamerica/whomade/fsmith_hi.html.

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