Making Sense of Staph

At a recent industry trade show, the FM booth had a prime location: right next to Gojo Industries. People flocked to the booth next door with hands outstretched, eager for a product sample. Guess what were they were selling? No, not beer, though the product does give off a faint whiff of alcohol. Gojo Industries sells hand sanitizer and related accessories.

It’s no wonder fitness facilities are enamored with hand sanitizers. The recent drug-resistant staphylococcus aureus outbreak — and subsequent media freak-out — has shoved fitness centers into the same dark corner as school locker rooms and hospitals. Suddenly, working out in a fitness center — where people, God forbid, sweat — is now perceived as potentially dangerous to their health. Therefore, facility managers are eager to show proactivity and awareness of their members’ concerns — and complimentary hand sanitizers are an easy and relatively inexpensive way to accomplish this.

Unfortunately, the industry’s lack of regulation continues to haunt it. According to an article in the Pittsburgh Tribune-Review, “There aren’t any state-mandated regulations or routine inspections of [fitness] facilities, except for those with pools, spas and hot tubs. … And they’re not required to report staph infections, because most infections are very mild and result in skin irritation.”

Still, no matter how mild a rash may be, if a member thinks they got it at your facility, you’re in trouble.

It’s likely that your facility has measures in place to combat infections of all kinds — and it’s also likely that most of them rely on members doing most of the work. You probably have signs endorsing frequent hand washing, towel requirements or services, and available disinfectant sprays. But, what should members expect from you? What are you doing to show members that you take the staph outbreak — and every disease concern — as seriously as they do?

For more information about Staphylococcus aureus, visit the CDC
website.

The Fitness Industry Is No Friend to the Environment

Fitness centers are loud and bright and crammed with equipment that requires electricity. They have pools and showers and hot tubs that require water and heat. They are big boxes with high ceilings that require more air conditioning in the summer than most types of businesses. They have members using water bottles and reading papers and magazines that get thrown away, instead of being recycled. They are, in other words, no friend to the environment.

Are we ignorant about how to “go green”? Do we not care? Is it too much of an effort? A recent industry trade show boasted about 130 seminars for facility owners and managers, but not one of them had anything to do with the “green” craze that is happening in other industries. But, maybe the show organizers actually got it right. One of the keynote addresses, “Healthy People, Healthy Planet,” was about how living healthy (eating organic, walking more, riding your bike to work, etc.) can actually be healthy for the environment, too. This keynote, unfortunately, had a dismal turnout, which makes me think that the fitness industry just isn’t ready to deal with this important issue.

The politics of “global warming” may have turned some people off, but I think that the industry may actually be just too concerned with profits to care about the environment. However, the facts go against this type of thinking. Establishing environmentally friendly practices at your fitness center can actually save you money. Low-energy lighting, solar electricity, low-energy equipment, low-flow showers and toilets, a paperless office, double-paned windows, etc., can all save your facility money in the long run.

There are many resources out there for fitness centers that want to do more. The Environmental Protection Agency offers tips on energy efficiency and renewable energy, water conservation, environmentally preferable building materials, waste reduction and more. The U.S. Green Building Council offers tools and information you need to design, build and operate a green building. And Green Building Solutions gives tips on everything in a building from plumbing to flooring to roofing. In addition, an article in Fitness Management gives specific tips for fitness centers wishing to go green.

The resources are there. Now all the industry needs is motivation, or, possibly, a more sympathetic attitude about what is happening to our planet.

The "Big Fat" Truth About Health Clubs

If knowledge is power, and I believe it is, then fitness facility operators will want to know that their secrets are out. A new book titled, “The Big Fat Health and Fitness Lie,” by Craig Pepin-Donat singles out the fitness industry to show consumers how they have been leading lifestyles of doom by not having the facts about addiction, supplements, diets and health clubs. Yes, health clubs. Pepin-Donat devotes an entire chapter to spelling out the techniques fitness center salespeople use to get consumers to purchase memberships, why they and management couldn’t really care less whether consumers come to the club once they buy, and how much more money, in addition to the monthly dues, it really is going to cost members to accomplish their goals.

But, believe it or not, this is not a bad thing that Pepin-Donat has done. This book is actually good for both consumers and for our industry. Pepin-Donat’s goal is clearly to help the consumer to understand how to lose weight and get in shape, and he does not discourage fitness center memberships. In fact, he encourages them. But, he warns that fitness centers have to earn consumers’ business. “There is nothing wrong with a salesperson trying to help you make a decision to purchase their product or service,” he says. “The only thing you need to be concerned with is how they do it. If the salesperson comes across as being overly aggressive and negative in any way, walk out. If the company cannot at least train their sales force to be professional and courteous, they haven’t earned the right to get your business.”

The mess fitness facilities have made of customer service needs to be cleaned up. Pepin-Donat provides some good, solid facts about how facility operators run their businesses. And, it’s not all negative toward fitness centers. He gives some good explanations for why facility managers do the things they do, for their business’ sake. The key is that by making consumers aware of this, and why, perhaps consumers can get past the obstacles of joining a facility. For instance, he explains why salespeople have the attitudes they do (“Unfortunately, many fitness salespeople do not care about you or your goals.”), and why most facility managers don’t make it a practice to communicate regularly with their members outside of the facility or to get inactive, paying members back to the club to work out (“most clubs avoid sending direct-mail communication to their current member base because there is always the fear of awakening the sleeping giant of members who are not using the club.”).

Consumers need to exercise to lose weight, and Pepin-Donat has clearly painted a picture that one of the best ways for them to do that is in a fitness facility. He is quite frank about what consumers should look for in a facility, making a comparison of the equipment and amenities in a Curves vs. a “quality fitness club,” and, in a separate chapter, decrying the quality of some home fitness equipment and the gimmicks companies use to sell it. But, as he says, “In order to get results from joining a fitness center, you have to use it consistently, and most club joiners never come close.” Because of this, he makes no bones about what it takes to make a commitment to succeed. “If you don’t really know what you are doing and have limited or no fitness experience, joining a club without assistance and guidance can turn out to be a total waste of time and money.” This is where personal training comes in. Pepin-Donat spells out just how much more expensive getting fit at a fitness center can be, and, if consumers are going to buck up for the extra cost, what they really should look for.

Most of you know that the truth told about fitness centers in “The Big Fat Health and Fitness Lie” comes from a credible source. Pepin-Donat is known as a seasoned operator in the health/fitness industry, having operated more than 450 fitness centers in 11 countries. He left his last job in the industry prior to publishing this book, saying, “There is no way I could convey this information while being employed within the health and fitness industry. I would be fired.” And, when warned about alienating an industry he has worked in for more than 25 years, he says, “Why would anyone be threatened or alienated by the truth? The answer is that the truth can hurt the profits of companies that rely on the insecurity and vulnerability of consumers.”

Consumers who read this book will likely not be turned off about fitness facilities. And, those fitness center operators who read this book and are turned off — well, I guess you know why. Either way, this truth could just help you to make some changes in your business where possible. But, more importantly, it may empower you to know that the next person walking through your door may know more about your business than you once thought. You could use that to your advantage — or not.

Threading the Needle

Who is your target market? Is it everyone within a 15-mile radius of your fitness center? Well, you might want to re-think that approach to selling fitness. The trend now is “threading the needle” when it comes to identifying a target market — the more defined and specific, the better.

Just ask Nike, the fitness apparel giant with a global reach and market research dollars out the wazoo. The company is not looking to find broader markets; instead, it’s going smaller. Nike, Beaverton, Ore., designed a shoe specifically for American Indians, called the Air Native N7. And, no, N7 doesn’t stand for Fitness Management’s Nova7 Awards. An article in The London Free Press says, “The N7 name is a reference to the seventh generation theory, used by some tribes to look to the three generations preceding them for wisdom and the three generations ahead for their legacy.”

Nike didn’t just slap on a new name and call it a day. “The Air Native N7 is designed with a larger fit for the distinct foot shape of American Indians, and has a culturally specific look,” says the article. Nike designers and researchers examined the feet of more than 200 people from more than 70 tribes and found that the average shoe width of American Indians was three width sizes larger than the standard Nike shoe. As a result, the Air Native is wider and has a larger toe box. The shoe has fewer seams to prevent irritation, and a thicker sock liner for comfort.

Fitness centers can take this approach to market their facilities to a specific group. Balance Fitness caters to Muslim and other women concerned with modesty in the New Haven, Conn., area. Windows are covered with thick curtains, and women are encouraged to exercise in whatever clothing they prefer. This can range from capris and T-shirts to scarves, pants and long shirts.
Business is good, says Owner Mubarakah Ibrahim. Threading the needle has worked for her, and Nike thinks it can work for them. Would it work for your facility?

Competing with the Home Market

Do you know who your competition is? Because now, more than ever, it may not be just be the fitness center across town. It may also be the homes of every potential member in your market. According to the National Association of Home Builders, a Washington D.C.-based industry trade group, about one-third of new and potential homebuyers cite a home exercise room as either essential or desirable.

People who want a private workout whenever they choose are bringing the fitness center into their homes. Real estate developers and builders say homeowners increasingly are choosing to build in-home gyms as a must-have amenity. “The home gym is one of the top amenities that homeowners want to incorporate into their homes,” says Gabe Pasquale, vice president and chief marketing officer of WCI Communities’ Northeast region, Valhalla, N.Y.

In 2006, 25.7 million Americans said they worked out in a home gym. That is almost a 30 percent increase from 19.8 million in 2000, according to the Sporting Goods Manufacturers Association, Washington, D.C.

Convenience is the big motivator for these homeowners, but there may be some who are uncomfortable working out in front of other people, or those who simply don’t like the atmosphere of the facility near them: loud music, the “pick-up” crowd, dirty or cluttered, bad customer service, etc.

You obviously can’t offer the convenience of a home gym, so you need to give these potential members something else: a non-intimidating, social atmosphere that offers motivation and results. Emphasize the benefits of commercial-quality equipment, your many entertainment options, results-based programming, experienced trainers, etc. The things they can’t get at home.

Another idea is to create exercise programs that allow members to work out at home a couple times a week, but then encourages them to come into your facility to work with a trainer, participate in a class or use a certain piece of equipment. It could be like home-schooling for fitness: a group of these home-exercisers come in a couple times per week and work out together. You could even offer some sort of discount, or give away T-shirts with the group’s motto.

Knowing your competition is an important part of your sales and marketing program. If your competition is people’s home gyms, don’t think that you can’t compete with that. There are many advantages to working out in a fitness center - you simply need to emphasize your strengths.