Fitness: Page 142

Taking the Mystery Out of Marketing

Planning and budgeting for your marketing program. The most frequently used and most expensive method of marketing is print ads. They provide visibility, consistently get the business name in front of the public and provide a way to create urgency with an expiration date on an offer. The biggest challenge with print ads is that the return is not always measurable unless there is a "special," and even then people don't necessarily act immediately. Actual return on costly ads in the newspaper is low. If you are a big franchise, you may be able to afford the ongoing exposure. If you are small and privately owned, you may need to be more creative with your marketing menu.Set goals, then meet themMcMillan, author of The Successful Trainer's Guide to Marketing, emphasizes that planning your marketing strategy for the year is the foundation of success. Working backward from such a plan, programs need to be put into action six to eight weeks in advance. "It should be systematic, so that each day you're going into action," she says. That might mean setting dates, times and locations for a flyer advertising a workshop to be held six weeks from now on Monday. Tuesday, you choose a paper color and make copies. Wednesday you inform all staff of the program so they can answer questions, make announcements and handle registration. If it is a new program vs. a repeat, more lead time will be needed.Within each program, there are ways to push the marketing envelope. For example, with a small group running clinic, your marketing will likely include flyers posted within the fitness center, and announcements made to all trainers so they can tell their clients. Beyond that, you might offer personal training clients a reduced registration fee. You can also approach area sporting goods stores about offering the clinic to their customers for a percentage off in exchange for a coupon good for a store discount. You could offer every participant in the clinic a coupon good for four private sessions for the price of three. With every marketing tactic here, all parties win, and you are finding ways to get more mileage out of every program.One example of a marketing program is for a training program offered for an additional fee. For example, you could offer an eight-week First 10K Running Clinic that meets once-a-week. Offered for $89, with a minimum of 10 participants, potential revenue is $890. Expenses include some method of marketing. Print ads would take a large chunk of, if not the entire, revenue. Internal flyers, bulletin boards and announcements in other groups require minimal investments. The most effective method of internal marketing is the personal invitation by the trainer who will lead the session.

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Inspecting for Safety and Retention

A regular, thorough inspection of your fitness center will improve safety, usability and member retention. New York Health & Racquet Club inspectionsNYHRC uses a 10-point checklist that covers all areas of the facility, from the exterior to the locker rooms, pool, equipment, cleanliness, and appearance and attitude of the staff. Jeff Bodnar, director of operations, says he also inspects for operational issues such as daily payroll completion, proper promotional signage hung, etc. Health department regulations are also tracked on a checklist (a list that highlights the major components of the Health Department's inspection to ensure safe operation of the establishment).Finally, the general manager inspects the facility again using the same walk-through checklist. The fitness center is also "walked" each hour by one of the MODs to ensure that everything is in order. If an incident/accident is reported, the checklists from these days are attached to the incident report.Stephen S. Roma, chief operating officer, WOW! Work Out World!, Brick, N.J.,says the chain has a set of inspections for every system in the facility.WOW! inspections focus on the following key aspects: cleanliness, maintenance, sales tours, member and prospect greetings, group fitness classes, fitness assessments and personal training appointments. Some inspections are carried out hourly, some daily, some weekly and some monthly.Objectives of inspectionsRoma adds that inspections are performed in an effort to compare against benchmarks and to give feedback to the appropriate staff person.A further benefit of a sound inspection system is that it can prolong the life of equipment. Any problems or maintenance needs can be spotted and dealt with early on before they have a chance to worsen. Early identification of a leak in a room, for instance, could save thousands of dollars worth of repairs, and forego extended downtime.Inspection tipsThe inspectors. Inspections can be conducted by personnel from different levels of the organization. A supervisor may carry out a facility-wide inspection, as can the general manager. Different people are likely to identify different issues, so your chances of catching all problems will increase with each different inspector.There are other important sources of information to ensure a facility is well-inspected. Fitness centers should always have an open line of communication between the members, staff and management. This occurs through casual conversations and management being present and available. Some form of suggestion box can also be effective for members who are reluctant to approach a manager with their concerns.Mystery shoppers can offer fresh insights from the user's perspective. "It's always great to have an inspection occurring when no one really knows about it," says Roma from WOW!. "This particular element of being inspected and not knowing it is the real value for us. It keeps everyone moving in the right direction, even when it appears as though a superior is not watching."Bodnar provides an example of how "familiarity blindness" can lead to management overlooking problems. "I had managed a mid-town club for a-year-and-a-half," he remembers. "One of the doors leading to our pool area had a 'push' sign on it. For 18 months, I had been pulling the door to open it.... I had never bothered to notice the sign that said 'push' until I received a note from my mystery shopper that the signs were reversed. I sheepishly changed the signs that day."Use your fitness center. There is no better way to identify problems than by using the facility yourself. Work out there, and encourage your staff members to do the same before or after their shifts. "You won't be able to tell that the window sill by the leg press is dusty unless you get on the leg press machine that is blocking the path to the window," says Bodnar. "You will be amazed at what you see and experience when you are on your equipment for 10 minutes rather than just quickly walking by it."Do not rely on memory. In a large fitness center on a thorough walk-through, you could easily identify 30 minor and major issues that need to be dealt with. Relying on memory, you may remember 20 to 25 of them. Those forgotten could be just the ones members stumble upon, opening the floodgates to dissatisfaction, injury and litigation.Inspection is only as useful as the action that follows. You can inspect continuously, but if no action results from your inspection, your efforts have been wasted. "I can ensure that the problems found on the checklist are dealt with in a timely fashion, because I personally walk each club, each week," says Bodnar. At NYHRC, part of each general manager's and assistant manager's compensation plan is a checklist bonus. "The managers will get a list from me of any deficiencies I find, and if these deficiencies are glaring, they will miss their checklist bonus that week," says Bodnar. "It is a very effective way to ensure that the managers have a stake in the cleanliness and smooth operation of the club on a daily basis," he says.Final tipsListen to members. Often, a user will be the first person to spot or experience a problem with your facility, so make sure you talk to them. When talking with members, besides asking how their workout is going, ask if everything is working fine on the equipment or in the locker room. It can be challenging to get bonafide feedback from customers because they feel uncomfortable. WOW! uses anonymous online surveys, which Roma says are revealing: "The key question on our survey that appears to correlate most with future business with that customer is, 'Would you recommend WOW! to a friend?'"Positives and negatives. Inspection, like all good forms of criticism, should identify both the positive and negative. Inspections can be used to identify positives -- for instance, happy members or great service from a staff member. Roma says inspections are what enable employees to grow and develop, as well as create opportunities for praise and correction. "Inspections combined with feedback are what all employees want, but would never actually admit to," he adds.

Exercise Aids Arthritis Pain Management

Appropriate physical activity often helps to reduce pain for people with arthritis. Other studies have found similar risks with related drugs, including celecoxib (Celebrex) and valdecoxib (Bextra). Like Vioxx, Celebrex and Bextra were developed as painkillers for people who found that other drugs, such as aspirin and ibuprofen, led to gastrointestinal side-effects, such as ulcers. Vioxx, Celebrex and Bextra were marketed heavily to both doctors and consumers as safe alternatives to traditional pain medications. While Celebrex and Bextra remain on the market, their pharmaceutical companies have reduced their advertising, and physicians are urging their patients to take lower doses of these drugs, and to explore alternatives.Can physical activity reduce the need for pain medication?Learn about your client's arthritis. There are several different types of arthritis. A good source for learning about exercise and arthritis is the book by Nelson et al., listed at the end of this column. Another good source is the Arthritis Foundation's website, also listed in the references.Help clients feel safe. As always, your exercise recommendations must be tailored to each individual's ability. Discuss your exercise recommendations with your clients. Clients with arthritis often fear injury. They want to know they are safe. Emphasize safety, and reassure them with your knowledge. Start slowly and build gradually to avoid injury.REFERENCESBrosseau, L., L. Pelland, G. Wells, et al. Efficacy of aerobic exercise for osteoarthritis (part II): A meta-analysis. Physical Therapy Reviews9 (3): 125-146.Pelland, L., L. Brosseau, G. Wells, et al. Efficacy of strengthening exercises for osteoarthritis (part I): A meta-analysis. Physical Therapy Reviews 9 (2): 77-108.

Superbowl Party; Employee Rest and Relaxation Day; Orlando Fire FitKids

Innovative programming ideas aimed at motivating members to exercise with all featured programs submitted by readers.Each year, the Newtown Athletic Club is the site of the annual Superbowl Party hosted by former pro football player and Transcend Sports Training Director Vaughn Hebron. A television sports analyst for ESPN Sportsnet in Philadelphia, Vaughn's presence at the event attracts as many as 1,500 people. The goals of the event are to showcase and promote the fitness center, provide a special event for members to enjoy, raise funds for the United Way and gain new members. "Our goal is to provide a family event during what is traditionally an adult activity so that everyone in the family can be together and enjoy activities for all ages," says Linda Mitchell, director of marketing and public relations.The event begins at 2 p.m. with a Superbowl Experience set up in one of the two gymnasiums. It features inflatable rides, competitive tossing games, autographs with Hebron, contests and prizes. Kids can also swim in the indoor pools, play in the maze or watch videos in the nursery. Adults can enjoy the pre-game festivities and watch the game on a 20-by-20-foot screen with food vendors, DJ entertainment and easy chairs for rent. A donation of $25 per family or $10 per adult is requested at the door. All monies raised are donated to the United Way. "Come sail away ... Just for the day" massage and food-drive kick-off was part of the Verizon Wireless Health & Wellness Center's Employee Rest and Relaxation Day. Goals for the event were to increase awareness about the number of hungry and needy families in the community, to promote community giving among employees, to collect 500 food items for the local food bank, to decrease employee stress as they head into the holiday season, to increase employees' understanding of back and spinal health, and to increase employee morale.Seventy percent of employees who worked that day dressed in casual or Hawaiian dress, and donations exceeded 500 food articles (nearly 400 pounds). In addition, more than 150 back-health packets were picked up by employees, and 125 employees received massages. According to Monteyne, the employees loved the event. But, best of all, the goal to increase morale paid off. "Since our Employee Rest and Relaxation Day, we have seen a significant decrease in the number of employees missing work for things we call morale issues," explains Monteyne. "For the two months before the event, we averaged 88.73 hours per day of missed work time. Since the event, IMT (the Intra-day Management Team) reports we have averaged 48.92 hours per day of missed work time, a decrease of nearly 45 percent." When the city of Orlando, Fla., realized that 61 percent of all emergency calls were medical calls, it created Orlando Fire FitKids, a 12-hour, hands-on fitness and nutrition program, plus a four-week wellness challenge and award ceremony taught by firefighters that are ACE/IAFF (International Association of Firefighters) Certified Peer Fitness Trainers. The goal was to reduce obesity in elementary and middle school children by teaching them about nutrition, exercise and making healthy life choices.

Marines Enjoy New Facility

The Semper Fit Paige Fieldhouse is definitely a welcome addition to Camp Pendleton Marine Corp Base.The facility is almost 60,000 square feet, and was designed to have easily supervised program space. "Staff members from the front desk can see the entire weight room, the entrances to the group exercise room, the multi-purpose room, all four racquetball courts and the two gymnasiums," Onthank explains.What is unique about this fitness center is that it is free to Marines and their families. Says Onthank, "The programs in this facility are entirely free -- no memberships, and no fees for any services or classes. Our program is one of the benefits active duty military enjoy, and it is mission-essential for Marines.""Something extra fun and unique," says Onthank, "are Special PTs, which happen when a Marine unit comes in for a group exercise class. There could be up to 300 Marines and sailors doing kickboxing in the gym." Or, she continues, "we'll have a group of instructors and break the group down into smaller sections and set up different stations and run drills with them. It offers the unit a different workout and develops unit cohesion."

Heavy Duty

Fitness facilities are discovering a golden opportunity to weigh in on the fat fight.

Photo of kids working out with a personal trainer

Profiting from Functional Fitness

The physical benefits of functional training are many, and fitness centers can profit from this growing fitness trend.Training for real lifeTo receive the "real life" benefits of resistance training, exercisers should use multiple muscle groups in an integrated fashion. This runs counter to the idea behind machine-based weight training, which was developed to allow bodybuilders to isolate single muscle groups. The muscles get stronger using machines and free weights, which is an essential component of any fitness program, but the all-important synergy of the body will not be accomplished. By contrast, functional training, such as SAQ (speed, agility and quickness), Pilates and yoga,challenges the body to work as a whole, firing up the muscles in a sequential pattern.In putting together each workout, trainers can choose from thousands of exercises, including more than 25 ways to perform a simple forward lunge. Mixing it up helps mitigate boredom and the exercise dropout factor that so often follows. It may be more difficult to choreograph and perform, but it will be more fun and beneficial to the member.To maximize human performance, trainers must have a good understanding of what affects performance. The factors that play the greatest role in performance are power (strength and speed), agility (flexibility, mobility, stability), cardiovascular and respiratory conditioning, sports skills (neuromuscular coordination and efficiency) and genetic potential.Metabolism. A major fraction of total daily energy demand arises from resting metabolism, and it is, thus, important to document the resting metabolism of clients. Metabolism decreases by about 10 percent per decade after the third decade of life. One reason is the loss of metabolically active muscle mass, and a parallel increase in metabolically inert fat deposits.As age increases, there may also be some overall reduction in cellular metabolism. Food intake must be correspondingly adjusted if body fat is not to increase further.Loss of strength progressively impedes everyday living. Muscle strength can be greatly improved by as little as eight weeks of resistance/functional training. Stronger muscles further enhance function by stabilizing joints, reducing the risks of falls, and improving balance and coordination.Exercise training cannot restore tissue that has already been destroyed, but it can protect exercisers against a number of chronic diseases. More importantly, it maximizes residual function. In some instances, biological age is reduced by as much as 20 years. Life expectancy is increased, partial and total disability is delayed, and there are major gains in quality-adjusted life expectancy. Exercise is, thus, an important component of healthy living.The recommended equipment for functional training will vary from that used in traditional strength training. Recent findings in the Journal of Strength and Conditioning show that machine-based strength training has limited carryover in helping perform activities of daily living. There are many better equipment options for functional strength training that minimize equipment needs. These include the following:Body weight. Combined with jump ropes or exercise balls, body weight is often challenging on its own, especially during lunges and push-ups.Exercise balls. Exercise balls offer a fun way to combine balance work with other exercises.Fitness center revenueAppropriate testing will ensure optimal outcomes, and instill confidence in participants. Justifiably, this comes at a premium price. Revenue generation comes from the following:* Functional training sessions, for which you can charge $65 per session, or $85 for a group of four.* Sports-specific training.* Pilates (prevailing rates within geographic location), including individual reformer, group reformer and mat classes.Lifestyle and lifetime changes

A Safety Checklist for Group Cycling Classes

Basic guidelines for instructors and facility managers to follow to ensure your group cycling program is successful and safe.

Driving Repeat Business to Boost Spa Sales

With a captive audience in your fitness center membership, marketing strategies for your spa should focus on developing repeat business. One frequently overlooked area in increasing spa revenue is staffing. Frequently, the business is already there; only fitness centers are not staffed to accommodate member requests for a specific service, time or gender. This not only leads to turned-away business (lost revenue), but also to a potentially unhappy member who is likely to visit a local day spa next time they are thinking about a service. For spas that do not have full-time service providers, the challenge is to find a cost-effective way to staff so as to reduce missed revenue opportunities. One way to do this is to develop a list of reliable, on-call therapists and technicians who are trained in your spa's services, protocols and standards. The upside for them is an opportunity to develop a loyal following of "regulars" who consistently book treatments with them. Keep in mind, for this to happen, compensation must be competitive.Front desk staff can assist with sales by creating a list of existing spa users, and calling them regularly to give them priority scheduling. By letting members know that the spa is booking quickly, and offering them an opportunity to block out their most convenient time, you have not only potentially captured an additional treatment, but have reinforced your spa's commitment to service and personalized attention.With staff trained and on-board to sell your spa, you can now create unique events and packages to introduce members to the benefits of regular spa services. Holding a special member event is one such example. A night of "Champagne and Shopping" in the spa will promote retail and drive gift certificate sales. Select a key holiday such as Christmas, Mother's Day, Valentine's, etc., and invite your members to a night of discounted merchandise, beverages and food, give-a-ways and instructional clinics. Be sure to arrange for some spa samples from your vendors, and set up chair and foot massages to get members near the gift certificate desk. Include incentives to purchase gift certificates such as an additional $15 with the purchase of every $100, or special retail items at cost. Invite local retailers to also set up shop in your facility.Don't overlook your spa

Delivering Exceptional Service

To keep your customers happy, offer exceptional service that focuses on reliability, responsiveness, reassurance, empathy and tangibles. ReliabilityIf a promise is broken, rebuild your reliability by apologizing, admitting that something went wrong and finding out what your client needs now. Leave out the excuses; clients don't want to hear them. Finally, don't over promise. Reliability means keeping promises you make, and making promises you can keep.Doing something at the right time or in a timely manner is being responsive. When you set deadlines, be realistic. If you know a remodel will take longer than promised, or the treadmills you ordered will be late, be up front with members.ReassuranceEmpathyIf you respond with sympathy, you can become worn out. When you respond with empathy, you are emotionally aware and sensitive, without becoming emotionally involved. Empathy allows you to be calm and in control, and professional and caring at the same time. Using empathy will let your members know they're being heard, and make them feel like they are important.When prospective members enter your facility, they begin to form an impression about the services before even receiving them. They are evaluating your intangible services based on the tangibles they can see and hear. Tangibles play a big role in making your services memorable, for better or worse.Practice makes perfect

Understanding the New Research on Antioxidant Supplements

Clinical studies on antioxidant supplements have been mixed, with some finding benefits and others finding no benefits. Clinical studies in humans have generally been mixed, however, with some finding benefits and others finding no benefits. And recent analyses suggest that megadoses of beta-carotene and vitamin E may even be harmful to the people researchers once thought would benefit most from supplementation: smokers and people with artery disease.Beta-carotene is one of more than 50 chemicals called carotenoids in the human diet. Carotenoids are plant pigments responsible for the red, orange and deep yellow colors found in many fruits and vegetables. Many dark green vegetables contain carotenoids as well, but the dark green of chlorophyll masks the lighter shades of the carotenoids.Because beta-carotene looks like a powerful antioxidant in the laboratory, several well-designed studies have tested the effect of beta-carotene supplements on rates of cancer development in people. While some studies found no effect, a few found that beta-carotene supplements were associated with higher cancer rates, especially in current and former smokers. A recent meta-analysis of research looking at the effect of beta-carotene supplements on rates of digestive system cancers in humans concluded that mortality rates were slightly higher for subjects in the beta-carotene groups than subjects receiving a placebo.1Similar conclusions have been reached concerning vitamin E. In the laboratory, vitamin E seems to help protect arteries from damage by preventing oxidation of cholesterol carriers called low-density lipoproteins (LDLs). However, a recent meta-analysis concluded that human subjects receiving megadoses of vitamin E, versus a placebo, had somewhat higher mortality rates.2,3The current research does not suggest that all antioxidant supplements are harmful, but that people should re-evaluate their use of vitamin E and beta-carotene. Risk of mortality only increased in the meta-analyses by a very small amount. Critics have pointed out that subjects in many of the studies were unhealthy to begin with, so the effect of these supplements on healthy people may be different. Risk of harm from vitamin E seems to increase at doses of 400 IU and higher; lower doses may be safe, although more research is needed.REFERENCES2. Greenberg, E.R. Vitamin E supplements: Good in theory, but is the theory good? Annals of Internal Medicine 142 (1), 2005. Accessed 12/1/04 at www.annals.org.4. Powers, S.K., K.C. DeRuisseau, J. Quindry and K.L. Hamilton. Dietary antioxidants and exercise. Journal of Sports Sciences 22 (1): 81-95, 2004.

Maximizing Group Exercise Instructor Performance

Your group exercise program can benefit from a well-designed evaluation and recognition plan for your instructors.Performance appraisalsWhile 88 percent of fitness directors Eickhoff-Shemek surveyed assess instructor performance, many did not provide written feedback, and few included important criteria or performance standards. Without specific, measurable, objective and attainable benchmarks of quality instruction, feedback is difficult for group exercise instructors to interpret and incorporate for improved performance.Spot evaluationsNew instructor assessmentThe evaluationform includes a 1-to-5 Likert scale rating on the followingcompetencies:* Other (options and modifications, charisma, energy, variety, intensity checks, safety)Year-end reviewOther evaluation methodsPeer evaluations are also a useful assessment component. Time-strapped supervisors may train their most experienced and highly rated instructors to help with the performance appraisal process, and conduct new instructor assessments and year-end reviews. Trained and competent peers may be the sole reason a fitness center with 30 instructors can feasibly implement performance appraisals. Peer assessments also encourage instructors to attend other instructors' classes, think more critically about what constitutes effective teaching and feel that they are an important part of the facility's group exercise program. Requiring each instructor to complete a 10-minute spot-check once per year is an effective way to involve all staff in the mission to improve the quality of the group fitness program.Recognition and rewardsIn addition to a performance appraisal system, an outstanding group exercise program includes a commitment to continuously recognize and reward exceptional performance. Positive feedback not only is an important motivator to maintain quality, but it also fosters a strong relationship between staff and management.Whether a formalized system or simply a commitment to thank instructors when a job is well done, recognition increases job satisfaction, builds morale, demonstrates that management cares about its staff and improves the overall quality of the group exercise program.An excellent way to assure that directors are given ample reason to recognize staff, and that instructors meet the fitness center's performance criteria, is to organize regular in-service trainings. Areas identified in the performance appraisal as the most in need of improvement are ideal topics. Directors can hire their best instructors or other experts in the field to lead sessions, such as how to design an effective warm-up, the proper execution and cueing of difficult exercises, and emergency procedures.The caveatsFind what works for your facility[Editor's note: The four tables associated with this article can be faxed if you send a request with the article and author name to [email protected].]REFERENCES

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