Can Our Industry Capitalize on the Recession?

Now that we’re officially in a recession, and scores of people are cutting back on their finances, the New Year is upon us. What does this mean for the fitness industry at a time when the greatest jump in membership sales typically occurs? We’ve always been able to count on those New Year’s resolutions!

But, over the Thanksgiving weekend, as I was watching the Fox News channel, it became ever more clear that those New Year’s resolutions may not pay off for our industry this year. While interviewing shoppers about their spending plans for the Christmas holidays and beyond, more than one individual mentioned their fitness center membership as one of the items that would be eliminated as their belts were tightened. The gym expense is considered by these people as “discretionary spending.” Even USA Today reported that cash-strapped customers have cut spending on spas and gyms.

This is not the first blog the FM staff has written about how our industry is going to hold up during what seems to be a never-ending economic downward spiral. And we are far from the only ones taking a look at this issue. Each day, a new story appears in some city paper about the problems our industry is, or in some cases, is not, facing. During Thanksgiving week alone, articles appeared with the following titles: Fitness Centers Work Out Deals; Fitness Clubs Fight Unhealthy Economy; Gyms Weather Economic Storm. And, those are just a few examples.

What’s interesting is that many noted industry experts have claimed, and are still claiming, that the fitness facility industry is recession-resistant. But, is this true? In the above-referenced articles, many facility owners are saying that they are not being affected by the recession, yet many others are saying they are.

Unfortunately, economists are saying this is one of the worst economies we have seen in a long, long time — long before fitness memberships were a part of the American family’s budget. So, with times as hard as they are, it’s logical to assume that we’ll hang on to many members, but we’ll also lose others, and we certainly may not gain many new ones.

To survive, then, our industry needs to respond in a variety of ways. Many are discounting their services, whether that is wise or not. Others are providing guarantees. See the article, Personal Fitness Training Franchise Introduces Bold New Fitness Goals Guarantee.

But, perhaps the most important response we should consider is how we can change consumers’ perceptions of “fitness.” The main thing that should be stressed in our marketing and communications to the public is that fitness is a “necessity,” rather than a “commodity.” As the writer of the article, Fitness Clubs Fight Unhealthy Economy, states, our services need to be “touted as stress-reducers, not indulgences,” and we need to highlight the economic benefits of “wellness.”

Where’s the Fitness Bailout?

Ballys is bankrupt. Fitness centers are closing at an alarming rate. Layoffs are rampant. But if you’re holding out for a free pass on your debt from the government, you’ll be waiting a long time.

The only people who have the power to offer a fitness bailout is you — to your members, to the displaced members of facilities that have gone under and to the masses of stressed-out people convinced that gym memberships are “discretionary spending.”

It’s time to step up.

We recently posted about a fitness center that temporarily discounted or suspended membership fees to help defray the cost of fitness for those in economic agony. Most commentors to this blog said they thought it wasn’t a good idea, and that it devalued the service fitness facilities offer. Many suggested finding ways to add value to memberships in order to increase their attractiveness.

Unless “adding value” includes magically giving them back their jobs or buying their homes at their 2007 value, I’m not sure many people will see the light.

So, how else can you make a fitness membership necessary, not discretionary? As usual, I’m full of ideas.

• Buddy up with a local diner so members get 10 percent off each meal they eat there.
• Hire a job counselor to meet with members in the lobby area or a spare office.
• Put up a large bulletin board and dub it the Job Center. Encourage local businesses to post their openings, and be sure to broadcast success stories.
• Offer free coffee and toast in the mornings. It’s not much, but you’d be surprised how much a free breakfast — no matter how Spartan — is worth to people.

Unlike the other bailouts in the news these days, a fitness bailout you offer will most definitely be repaid. When the economy rights itself, when people aren’t struggling and worrying, they will remember your fitness center. They will remember how important it was during this dark period in their lives.

And, someday, they just might bail you out, too.

Better than a Snooze on the Bench Press

Often, being unusual gets you noticed. And, in a time when economic circumstances are causing people to cancel their gym memberships, facility owners need to get creative to ensure a constant cash flow. Take, for instance, The Marsh, “a center for balance and fitness” in Minnetonka, Minn. This 67,000-square-foot facility not only offers a fitness center, café, salon and massage services, it also offers its own hotel.

Called the Inn at The Marsh, the Inn has six rooms plus a lounge and conference room, and prices are quite reasonable for a high-end facility. (Marsh members pay $95 per night.) While a hotel may seem extreme, remember that YMCAs have been doing this for years.

Of course, most fitness centers can’t offer a hotel. There are countless variables that go into such a venture, including staff time, laundry facilities and a reservation system. But The Marsh makes it work since it is a large facility with other amenities already in place, such as conference rooms and a restaurant.

However, you could offer other unusual services and amenities that make your fitness center stand out. What about a car wash in your parking lot? Dry cleaning delivery? Dog walking while members work out? A fitness library? If you want to make your fitness center a hub for your members, one way to do that is to offer convenience — a place where they can not only get a great workout, but maybe where their in-laws can stay during the holidays, or where they can drop off their dry cleaning so they don’t have to make that extra trip.

Do you offer unusual services or amenities? Post your ideas!

Kids: Healthy or Unhealthy?

Are kids today healthy or unhealthy? I guess it depends on how you look at it.

On November 25, The Press-Enterprise published two stories on the topic. The first praised Riverside, Calif., county’s students for scoring better than the state average on the 2008 California Physical Fitness Test. The annual test rates the percentage of children who score within the Healthy Fitness Zone, a measure of reasonable levels of fitness that can be achieved in six areas: aerobic capacity, body composition, abdominal strength and endurance, trunk strength and flexibility, upper-body strength and endurance, and flexibility. Overall, said the article’s author, Riverside County fifth- and seventh-graders did slightly better than the state average.

The second story, however, criticized the county’s students for having made only small gains in physical fitness, with two in three children still not meeting fitness standards. This, despite the fact that some schools have made fitness a priority. One in particular, Eisenhower High School in Rialto, “rivals most fitness clubs in the variety and number of exercise classes it offers,” says the article’s authors.

The reality is that only one in three students in California meet the state’s basic physical fitness requirements, which is consistent with the national average. Healthy or unhealthy? No matter how it’s reported, the answer is definitely “unhealthy”!

What are we going to do about it? We need to ensure that kids get the information they need to make healthy choices, and that they are pushed into programs that improve their fitness levels. An example of this is an after-school program held at six elementary schools in Marion, Ga. Hosted by the Boys & Girls Club of Marion, the program is available from the end of the school day until 6 or 7 p.m., depending on the school. Rather than “riding the bus home to do nothing,” the students get homework help and tips on nutritious eating and fitness.

This is an idea that all fitness centers could capitalize on. How about yours? It’s a matter of making our nation’s kids healthy.

What's In A Name?

Shakespeare said a rose by any other name would smell as sweet. He is an undisputed literary genius, but I wouldn’t pay him a dime to name my fitness facility.

For fitness businesses, names are incredibly important. The potential success for a facility boasting the best equipment, the lowest membership fees and the choicest amenities would be greatly diminished if it were named, say, Sweaty Feet. Or, Possible Results. Or, Failed Resolutions.

Like I said, a name is important.

So important to one fitness center, in fact, that its owners didn’t trust themselves to name it when they were looking to re-brand. Instead, they posted on a popular naming site, and were rewarded with dozens of choices for just a few bucks.

Everyone loves to suggest names. Try getting pregnant; you’ll see what I’m talking about. Naming a fitness facility is no different. It can even be a way to get some cheap publicity while you’re in the construction process. What if a club held a local contest to help find its name? The winner could receive a free membership for a year, and the contest could help build anticipation for the grand opening.

I’d name a few of my favorite (awful) facility names, but I’d like to keep my job. Instead, I’ll share my favorite (awful) name for a hair salon: Curl Up and Dye. The name just makes you want to submit to the scissors of a cynical, possibly suicidal hairdresser, right?

Just for kicks, what are your favorite (awful) club names?

Learning from Our Past

Pioneers and inventors have always amazed me. How did they come up with those ideas? What inspired them? Could I, in their situation, have done the same thing? Those of us in the fitness industry can certainly learn from our “founding fathers,” and gain inspiration from their hard work, creativity and commitment to the cause of “fitness” for the masses.

Ray Wilson is one of our pioneers, and he is still going strong. He recently started a new chain of clubs called Ray Wilson’s Healthy Exercise. And, true to form, this isn’t your typical health club chain. These facilities are geared toward “people of all ages who shy away from the traditional gym,” according to a recent news article. At 80 years old, Wilson is still looking ahead toward the future of our industry.

Wilson’s career can serve as an example to all fitness managers. Here is how he has continued to succeed for more than three decades and through varying financial climates:

1. Work hard: Wilson grew up in a large family of poor migrant farmers who all picked cotton to earn money. From that he gained a strong work ethic.

2. Go with your instincts: Wilson was one of the first to change the image of traditional gyms, transforming them into light, open areas that attracted more than just bodybuilders.

3. Listen to others: Wilson took advice from former astronaut James Lovell, who was also former chairman of the President’s Council on Physical Fitness, to include cardio training options in all of his future fitness centers.

4. Create smart partnerships: Wilson bought the rights to an exercise cycle in 1968, which he and business partner Augie Nieto perfected. This eventually became the Lifecycle, and the beginning of a fitness revolution.

5. Continue to reinvent your business: Wilson paid attention to trends and his market when opening new clubs. His original Family Fitness Centers became the model for modern chains, and all were eventually sold to 24 Hour Fitness. His new Healthy Exercise clubs may very well set new models for fitness centers geared toward the non-exerciser.

Free Personal Training?

It’s never a popular time to suggest taking a cut in income, especially right now, during what most believe is a recession. But, here goes. I strongly believe that for fitness center operators to keep as many of their members as possible — especially those who lack the knowledge and the motivation to succeed in their health and fitness goals — fitness instruction (a.k.a., personal training) needs to be included in the membership price.

There are two compelling arguments for this. First, in an industry trade show seminar about selling personal training, the speaker, a facility owner, said, “Most of your members know they don’t know how to get real benefits from exercise, and those who think they know, don’t know either.” The point was that most members need personal training to succeed. However, since the majority of members don’t pay for personal training, mostly because they can’t afford it, they’re not reaping the fitness benefits of their membership. Typically, that means that they don’t stay members.

There is a strong perception by the public that fitness centers and their staff simply don’t care about them. All they care about is selling them the membership, and then the member is forgotten. In the majority of cases (no, not all), this really is the truth. But, as Carl Liebert, CEO of 24 Hour Fitness, said in an industry trade show panel discussion titled “Fitness Business at a Crossroads,” the fitness industry’s membership numbers are never going to change until we earn the public’s trust: “It’s about earning people’s business; giving first, and then receiving.” It just seems logical to me that if we can show members that exercise really does work if they do it correctly, they will reward us by staying members and recruiting others.

Second, if you Google “free personal training” on the Internet, 27 million results turn up. Not all of these results actually offer free personal training, but a lot of them do. Free online fitness programming is exploding. How, then, when pinching pennies is a necessity for most people, are fitness center operators going to compete with that if they don’t offer something comparable? The online freebies may not be as good as the hands-on personal training you would get at an actual fitness facility, but tell that to the cash-strapped consumer, especially since it’s free.

There are fitness centers that have set the example for how offering free exercise instruction works. And, it’s paid off for them. A couple of these include two Anytime Fitness centers: one in Wabasha, Minn., and the other in Lake City, Minn, and West Virginia University Recreation Center.

Maybe this isn’t such a popular suggestion right now, but maybe it’s one solution that may get our industry through some tough economic times, and, in the long run, it may be one of the solutions to altering public perception.

In Defense of Checklists

Fitness Management has published a lot of articles that deal with checklists. Equipment maintenance checklists, cleaning checklists, locker room checklists … the list goes on and on. I have to admit, after seven years, I’d gotten tired of them. Isn’t this common sense? I’d think. Don’t all fitness centers use checklists? Can’t we stop writing about them?

After reading a Fox News article about a dead man left overnight in a fitness facility’s steam room, I think it’s safe to say that the answer to these questions is a resounding NO.

Sixty-six-year-old Thomas Dodge, a regular member of the Coeur d-Alene Tribal Wellness Center, Plummer, Idaho, apparently suffered a heart attack in the center’s steam room after swimming. A janitor didn’t find his body until the next morning, almost 10 hours after his death.

This is inexcusable on so many levels, I don’t even know where to start.

The fitness center was likely helpless to prevent the heart attack, but it could have made a painful situation somewhat easier for Dodge’s family if staff members had found the body in a timely manner. Now the facility has made national news for poor maintenance practices, and its steam room will undoubtedly be deserted. What member wants to contemplate having an emergency in the steam room, then being abandoned by inattentive staff?

“Tribal spokesman Marc Stewart said closing procedures at the center require a walk-through to make sure no one is in the building,” reports Fox News. “Center officials will decide whether to change procedures after an investigation.”

Might I offer a suggestion? How about using … a checklist?

No Time to Exercise? Tell that to the President

With the election this week, it should be comforting to know that our current President, and both presidential candidates, set good examples of leading healthy lifestyles, even with their busy schedules and high-stress jobs.

President Bush regularly exercises six times per week, including doing cardio, resistance training and flexibility exercises. At the recent Club Industry National trade show in Chicago, the keynote speaker was Dr. Kenneth Cooper, who also happens to be Bush’s personal physician. Cooper said that, when he asked Bush about his personal stress level, Bush replied that it is “moderate” (not “high” or “extreme”). Bush attributes his ability to keep his stress level in check to his regular workout.

Senator John McCain likes to hike and swim, and says that his worst health habit is coffee drinking. Senator Barack Obama is a regular runner, and was recently “spied” on while performing a full-body resistance-training workout.

While I’m sure we’ve had great past U.S. presidents who weren’t in the best of shape (any history buffs want to contribute here?), a healthy president is a great example for the rest of the country. If the president has time to exercise, most of the rest of us have no excuse.

Surviving the Economy

Every business today has been affected by the economic downturn. I doubt any fitness facility has been immune to members who have had to either put their memberships on hold or terminate them completely due to layoffs, pay cuts, etc. The question, then, is what is the right thing for the fitness industry to do to not only help their customers, but to also reduce their attrition rates?

Several solutions are being offered for how fitness facility operators are dealing with customers who are in a pinch. But, all of these solutions deal with the dreaded “discounting.” The notion to discount our products and services has been widely discouraged over the years, namely because, by discounting, we’re sending a message that our product is not worth what we’re asking. But, is that really relevant in today’s economic climate?

For many facilities, apparently not. According to an article published last week in The New York Times titled Staying Healthy in a Sick Economy, the author notes that consumers are especially in need of a healthy outlet during this stressful period. So, to help these consumers and, of course, to keep them on the rosters, fitness center operators are willing to bargain. A couple of examples include not charging members who quit a fee to rejoin when they’re able, and offering shorter, cheaper and shared training options. (See last week’s related blog, Survival of the Fittest.)

The issue is whether the fitness industry can portray itself as the savior by tightening its belt to serve the public, and then reemerge when the economy strengthens as a product to be valued, returning to previous pricing strategies.

Maybe, maybe not. It depends on how many low-priced competitors decide to pounce on the market to lure cash-strapped customers into their facilities and away from the higher-priced ones. Look, for example, at a new line of fitness facilities named MiFit in the United Kingdom. Recognizing that people are struggling to pay the dues at most fitness centers, their new “low-cost fitness concept” provides memberships available only online at a rate of 9.95 pounds per month. According to the managing director of the corporation, MiFit fills “a gap in the market by providing premium fitness technology at a low cost.”

I guess only time will tell how the economy will affect our industry long-term. For now, facility operators will just have to do what they believe is necessary — for the good of their members and their fitness centers.

Survival of the Fittest

When times are tough, only the strong survive. The global economic crisis is about as tough as it gets, and already some fitness businesses are struggling — and failing — to stay alive.

New business ventures are being put on hold because entrepreneurs can’t get the credit to fund them. Clubs are facing increasing attrition rates because members can’t afford their dues. And there’s nothing you can do about it.

Or, is there?

According to a recent article in the New York Times, some clubs are finding ways to help their members through the economic hardships, and hopefully ensuring their own survival.

TELOS Fitness Center, Dallas, Texas, now waives applicable fees for rejoining the club for longtime members who have quit and wish to return. “I’ll put a note in their file and we’ll let them pick up their membership without any fees,” Clarisa Duran, sales and marketing director, told the Times.

What are you doing for your members to help ease the burden brought on by lost jobs, lack of available credit, and Wall Street turmoil?

Trainer Certifications: The Government May Soon Step In

While the debate rages on in the fitness industry about whether the government should step in to regulate/certify/license personal trainers, California may be one step closer to doing just that. In September, Governor Arnold Schwarzenegger signed a bill into law that creates a statewide certification system for massage therapists.

Now, I know that massage therapists and personal trainers are two different things. However, the reasons cited for this new law for massage therapists can also be applied to personal trainers.

Senator Jenny Oropeza, a Democrat from Long Beach, says that therapists currently are regulated by a patchwork of local regulations that vary between cities and counties. While trainer certifications don’t vary by where they live and work, they do vary by what type of industry certification they have — if they have one at all — where they were educated and how much experience they have.

Oropeza went on to say that the legislation “will help identify legitimate therapists and make sure they have proper training.” Isn’t this exactly why many people argue that personal trainers need standardized testing and/or certification? So fitness centers and clients can identify who is legit?

The time is approaching when states will step in to regulate personal trainers. The industry needs to respond by either self-regulating, which is happening already to some extent, or by getting involved in the process of state regulations so that at least we have a say in what the eventual law will entail.

Green Power

How responsible do you feel about going green in your facility? The heightened concern about environmental issues has prompted different reactions from people. But, recent surveys show that, despite the role you feel you should play, most people do feel that everyone needs to play a part. And, one fitness facility may be a leader in the green energy department.

One survey, the 2007 Cone Consumer Environmental Survey, found that most Americans are making personal efforts to reduce their impact on the environment through energy conservation (93 percent), recycling (89 percent), conserving water (86 percent), and telling friends and family about environmental issues (70 percent). In addition, 93 percent of Americans believe companies have a responsibility to preserve the environment.

So, how can your facility be one of those companies? We’ve reported on a number of green efforts made by facilities across the country in Fitness Management magazine. But, none so far has managed to top the creativity of the most recent green-ovation put to use at the Ridgefield Fitness Club in Ridgefield, Conn. Ridgefield is the first facility to have a new invention installed on its bikes that actually generates electricity, which is then put back onto the fitness center’s energy grid.

The invention was created by Jay Whelan, who owns the company The Green Revolution Inc. He came up with the idea to generate electricity using stationary cycles by attaching a black box. According to an article in The Ridgefield Press.com, “A group cycling class using 20 bikes has the potential to produce 3.6 megawatts of renewable energy a year. … That number of megawatts is enough to light 72 homes for a month and reduce carbon emissions by 5,000 pounds.”

While Whelan brought the technology to the Ridgefield Fitness Club first “to see how gym members feel about helping the environment during their cardio,” this invention could be the beginning of a green revolution. The company is already working on attachments for other cardio machines, including ellipticals and rowers. Which means that, if Americans really believe that it’s the responsibility of businesses to play a major role in energy conservation, this could be the industry’s ticket to being a positive role model for society.

How important do you feel your role is in the greening of our environment? Important enough to go with The Green Revolution?

As the World Tans

Tanning is the most popular topic on the FM blog, even though there’s only been one post on the subject. It’s generated the most comments, most of which support tanning in fitness facilities.

Tanning enthusiasts have been getting some long-awaited public love lately, thanks to Project Runway contestant and admitted “tanorexic” Blayne, E!'s reality show Sunset Tan, and Republican Vice President nominee Sarah Palin, who installed a tanning bed in the Alaska governor’s mansion when she took that office.
*A brief aside: Why are people who tan in excess called “tanorexics”? Doesn’t that term imply that they deny themselves tanning, the way anorexics deny themselves food? Enlighten me in the comments, please.

I happen to agree with FM Senior Editor Anne McDonnell when she says tanning has no place in the fitness industry. But let’s be honest: As long as it’s a viable profit center, some fitness facilities will continue to offer it to members. Just like some will continue to sell dietary supplements, and hire sub-par personal trainers. Without strict and enforceable industry standards, it’s a buyer-beware market — especially for fitness center members.

If the McCain/Palin ticket is victorious in the polls this November, it will mark the first time that a woman takes that office. But there may be another milestone, as well: The White House’s first tanning bed.

Is that a boost for the tanning industry, or what?

No More Excuses

I’m sure you’ve heard all of the reasons people give for being overweight: I have a thyroid problem, it’s my glands, I have big bones, it’s genetic. Well, now there are no more excuses (except the obvious ones of little exercise and poor diet). A new study found that “vigorous physical activity can help even people genetically prone to obesity keep the weight off.” The study found that those who had an obesity-related gene called FTO, but were very physically active, weighed about the same as others who did not carry the gene.

This doesn’t mean you now have the right to call your members liars or slackers, but it does give you more scientific evidence to back those claims you’ve been making for years: No matter what your genes say, exercise can and does help people keep their weight down.

Keep in mind that if your members really do have a medical condition that makes it difficult for them to keep the weight off, they will need to exercise more than the average person to do so. So, while some of your members may be lying about their “medical condition” in order to explain their weight, those who really have a medical condition will need a well-planned program, and lots of motivation, to help them reach their goals.

Fit to Lead

Pummeling the presidential candidate you hope will lose? Sweet! Kudos to Washington Sports Clubs staff who came up with a creative way to sweep up its members in election fever! Known as VOTERobics, the circuit training classes are held to patriotic soundtracks, and include moves with coined terms such as “jumping Johns” and “bouncing Baracks.” Participants can even take a swing at their least-favorite candidate whose plastic masks have been attached to the top of a heavy bag.

Fitness should play a role in this election, both in what we’re doing in our facilities and out. Of course, it would be best if our industry could find some way to convince our politicians that more attention needs to be paid to the role of fitness in society, starting from the top. As the obesity problem continues to plague the United States, we need healthy role models now more than ever. Is it so unreasonable to expect, then, that our presidential candidates be fit? Especially as leaders who set an example for our nation’s children, and who serve in a job that is demanding and stressful?

This issue was recently talked about in the article, Health of candidates called a legitimate issue. Over the years, the landscape has been changing. It’s been a long time since we’ve had an obese president (William Howard Taft weighed more than 300 pounds), or one with a serious medical condition. These days, it is expected that candidates release their medical records and tout their fitness regimens to the media so they can prove their fitness for the job. After all, the public has to worry about enough without having to worry about our president-elect keeling over due to some illness caused by an unhealthy lifestyle.

In this election, the 25-year age difference between Obama and McCain clearly plays in Obama’s favor. But, both have strikes against them. McCain has his limitations due to his history of skin cancer and injuries he suffered as a prisoner of war. However, his doctor and campaign staff let it be known that he has a “strong heart” and he participates in light exercise. Obama was a smoker up until 2007, just a year ago, but he now sticks to a strict fitness regimen and is depicted as a jock. In short, they both want to be known as candidates who think fitness is important.

Fitness may not be a major issue in this election, but the fact that it’s being paid attention to more is a positive thing. I’m glad McCain and Obama are taking it seriously. Of course, I still wouldn’t mind taking a smack at … .

Off the Grid

I read an article the other day about The Green Microgym in Portland, Ore. Owner Adam Boesel modified some exercise cycles so that they generate electricity. “Boesel has re-engineered a small motor to capture the pedal power from a trio of Spin bikes [to] generate electricity for the gym’s television and stereo system,” says KOAA.com.

I’m a big fan of modifying (also known as “hacking”) objects to fit a specific need. One of my favorite websites showcases people’s ingenious modifications of Ikea furniture. Repurposing is good for the pocketbook and the environment.

I think what Boesel has done is creative and innovative, and should be applauded. Short of ordering the four-person Team Dynamo, which harnesses the collective power of exercisers as they pedal and turn hand cranks — or investing in some of the other electricity-generating equipment options FM Senior Editor Anne McDonnell discussed in her earlier post about the subject — what other choice do fitness-center-owning inventors who want to get off the grid have but to hack their existing equipment?

This is a feel-good story meant to inspire other facility owners to think outside the box to achieve new levels of eco-consciousness. But I do have some questions.

What about the warranty? Once you modify a piece of fitness equipment, the warranty is null and void, right? And, if you’re not as scientifically and mechanically inclined as Boesel, there’s a good chance you’ll really break something.

What about insurance? How do insurance companies cover a facility with modified equipment? Will they even consider it?

As I said before, I admire Boesel’s initiative. But do I think it’s the ideal solution for most fitness center owners? Not even close.

Put Your Money Where Your Waist Is

While some employers reward people for healthy behavior, others are beginning to take more drastic measures. With rising healthcare costs, and costs rising in many aspects of business, companies are trying to balance their budgets in ways employees may never have expected. Namely, charging them for being overweight.

Alabama, the second-fattest state in the U.S., is giving its more than 37,000 state employees one year to lose weight, or they will pay $25 per month for health insurance that otherwise is free. The state already charges workers who smoke.

While some people may think this is extreme, I – and I expect many in the fitness industry – think it is a fine solution to a problem that could otherwise get out of control. Since incentives such as free T-shirts or water bottles aren’t worth the effort to lose weight for many people, those types of small rewards only benefit people who are already fit, or who are already on their way to changing their behavior.

For people not already taking part in a fitness program, getting started can be the most difficult part. However, faced with a fee of up to $300 per year, maybe exercise doesn’t seem all that bad. And, as we all know, once they get started, there will be infinite rewards for these employees, in addition to not losing that $25.

Exercise in a Pill

What would it mean for the fitness industry if exercise could be gotten from a pill? Well, we might just find out some time in the future. Two drugs are being developed by a group of researchers at the Salk Institute in San Diego. The group is led by Dr. Ronald Evans, an expert on how hormones work in cells, and who has won the Lasker Award, which often tops the Nobel Prize.

The pills trick the muscles into thinking that they have been working out furiously. The first, Aicar, generates more high-endurance Type 1 muscle fibers (those that generate the cell’s energy and are resistant to fatigue) without any exercise. It is hoped that this drug will help people who are too frail to exercise, and those with health problems such as diabetes.

The second drug, GW1516, generates more Type 1 fibers during exercise, allowing exercisers to perform twice as long as they were previously able. Obviously, this one is of great interest to athletes, but it should be known that Evans has already devised a test to detect whether an athlete has taken the drug, and he has made it available to the World Anti-Doping Agency.

Could pharmaceutical exercise be a good thing for our industry? It will give people who take the drugs more energy. And, more energy usually translates into a desire to be more active. On the other hand, the drugs could be used as an excuse for not needing to be more active.

Either way, it’s something we need to start thinking about, as an “exercise pill” is most certainly on the horizon.

Pinching Pennies

Everyone has heard about Barack Obama’s money-saving advice to Americans in this economic crisis: Keep your tires properly filled with air. Obama got a lot of flak for this. It’s a mundane and unglamorous solution, after all — hardly worthy of an election year sound bite. But pinching pennies is nothing if not mundane and unglamorous, and here are a few ideas that might help your fitness center. (Offer your ideas — or disagree with mine — in the comments.)

1. Reduce your personal training staff. Unless every session time is filled for every personal trainer at your facility, you can most likely afford to cut at least one position. Even if you have a commission-based arrangement with trainers, consider what you shell out when they’re in the building waiting for business: They use water and electricity, take up employees’ time chatting, wash their hands, fiddle on the computer. These are all little things, but, over time, they add up.
2. Eliminate your marketing budget. In this economic climate, keeping the members you have is a better bet than attracting new ones.
3. Keep membership fees constant. The temptation to slap a “sale” sign on the front door to lure potential members inside is strong, but don’t do it. It devalues the service you offer. And, there is no quicker way to alienate your tried-and-true members than by slashing the membership fee of Mr. Sweaty-Come-Lately.
4. Control the temperature manually. For the time being, take the thermostat off autopilot and experiment with keeping the temperature a bit higher than normal. In the winter, keep it a bit cooler. Honestly, there is no “perfect” temperature for a fitness facility (though you’d be surprised at the number of inquiries we get asking for a hard-and-fast number).
5. Eliminate paper. Come on, now. There are lots of ways to cut paper use in your fitness center. Why print out a gazillion copies of the new group exercise schedule every month when you can write it out on a large whiteboard? If members like to have a hard copy, keep the schedule updated on your website and send out a mass email each month.

I’m not saying that any of the above ideas are more sound-bite-friendly than Obama’s air pressure bit. But, at this point, I’d bet some facility owners would be willing to sacrifice a live chicken or two to keep costs down. Keeping enough air your tires, in comparison, isn’t really all that silly.

The Fitness Industry’s Reputation is Far From Good

Despite great strides made in the industry toward better business practices, it is still plagued by a not-so-good reputation because of the bad behavior of dishonest facility owners.

One example is a criminal case that was brought against Club 24 in Santa Maria, Calif. Club 24’s owners, Wilson Marx and Frank Smith, are facing felony and misdemeanor charges for allegedly deducting unauthorized fees from members’ credit cards and bank accounts.

Another fitness center also faces charges over member payments and fees. Pennsylvania Attorney General Tom Corbett sued The East Hills Racquet and Fitness Club, operator of the Edgewood Tennis Fitness Club, because members didn’t get what they paid for. The facility closed abruptly in February, leading to complaints from members who already paid for memberships or tennis court time, but didn’t get refunds.

Yet another fitness center agreed to pay more than $32,000 in fines and restitution after the Pennsylvania Attorney General’s Office received complaints from people who purchased memberships before the facility’s ownership changed, but still had to pay new initiation fees. Planet Fitness, Lancaster, Pa., formerly Lancaster County Racquetball and Fitness Club, agreed to pay the fine to settle allegations that the fitness center failed to honor existing contracts after ownership was transferred.

These examples are not the only ones out there. Many fitness centers still make it quite difficult for members to quit, continuing to charge them for months because they didn’t go through the necessary “hoops.”

Illegal and sneaky (legal or not) business practices need to stop. People already find it difficult to join a fitness center. Knowing that it will also be difficult to leave, or that they will be charged “hidden fees,” will only add to their excuses to not join in the first place. These dishonest business owners hurt fitness centers everywhere, and contribute to the bad reputation that the industry suffers.

Variety Show

I know that change comes in waves, but I’m getting tired of the same old group exercise choices. For the past 10 years, it’s been group cycling, group strength, mat Pilates, yoga, boot camp and Step. At least it has been at most fitness facilities, including the ones at which I have been a member. If there’s not going to be any fun in group exercise anymore, at least we could have some more variety.

Maybe the lack of variety these days is due to a lack of new products. Some interesting products have been developed, none of which I’ll name, but they were ones that you could just tell were going to be a fad, rather than the next new trend. The thing is, it’s not just up to the fitness industry suppliers to create products for use in group exercise classes. Our industry needs innovators in the fitness facility trenches, as well.

The good news is, we may be on the crest of a new wave. Recently, some interesting new products and programs have made it into the news, a few of which may just be worth a look:

This may be a little of a stretch, but with its success at the IDEA World Fitness Convention in Las Vegas last month, maybe not. The TRX Suspension Trainer, a 12-foot nylon strap with two buckles and a pair of loops for hands or feet, was developed by Randy Hetrick, a Navy SEAL-turned-entrepreneur. Apparently, the classes are offered in 5,000 fitness centers across the U.S. A video on YouTube shows a class in session, which will give you a good idea of what the product is and how it’s put to use in group exercise.

Upper-body cycles have been making a showing at trade shows in the past year or so. So, it’s not surprising that Johnny G (inventor of Spinning) developed a group exercise class around his Krankcycle called Kranking. On the Krankcycles, the foot pedals have been replaced with hand cranks. Kranking was recently introduced to the Roanoke Athletic Clubs in Virginia. Maybe we’ll see a two-part class evolving — half group cycling, half cranking — for the ultimate all-body workout? I just haven’t figured out the space issue yet.

And, here’s an innovative twist on the traditional Step class. At the Equinox Fitness Clubs in New York, a new class called Climb-Max transforms the flat Step into a 45-degree angled platform, around which 30 minutes of cardio and 30 minutes of strength training are performed. Tell me there are more programs like this!

It would be nice to see more fitness facilities offering innovative group exercise schedules. Maybe not to the level of that offered at Crunch, but at least a few new classes that would re-energize participants.

Good Riddance to Bad Personal Trainers

Jay Cardiello is a personal trainer, and he’s proud of his profession. He’s not, however, proud of some of the jokers who are in it.

In the May archives of Cardiello’s blog, he describes his one-man investigation into the world of personal training. What Cardiello discovered isn’t news — bad personal trainers are in it for the “easy” money, the power trip and the free club membership. But, he says, the real blame lies with the fitness center managers who hire these idiots.

Fitness center managers look at personal training as a profit center, and, according to Cardiello, therein lies the problem. They expect their personal trainers to sell, sell, sell at the expense of actually helping people. But, common sense says that if a good personal trainer attracts lots of clients, making sales is a valid way to judge his or her capability. Right?

Not so, says Cardiello. Bad personal trainers often exploit their clients’ lack of expertise about health and fitness, and bully them into believing that they’re under expert care. When he went “undercover” at a large chain, Cardiello found that one popular (but under-educated and un-interested) trainer was careless and even dangerous with his clients.

Ignorant exercisers often believe that pain = gain when it comes to building muscle and cardiovascular stamina. But, anyone can prescribe exercises that inflict agony (and often injury) with little to no physical benefit. It takes a caring professional to get results safely.

Cardiello lists other reasons for the bad personal trainer epidemic, such as poor pay and unfair standards for receiving health benefits. He says the pay doesn’t inspire commitment, and neither does the fitness facility’s focus on selling rather than serving.

Maybe he’s right. Until fitness centers start setting some standards for who they hire to train their members, the profession will continue to be a haven for confused, lazy wannabes who would rather be somewhere else (unless they’re currently taking advantage of their free club memberships).

Take a look at your fitness center. How do your personal trainers rate, not in sales, but in service and expertise?

Striptease Exercise too Sexy for Tennessee

From gun stores to smoke shops to adult video stores, city governments have banned certain types of stores ever since someone first realized that this stuff sells. Based on moral grounds or to “protect the children,” some of these laws are there for a good reason, and have helped to “clean up” neighborhoods that were going downhill.

However, some cities take these laws too far. One of the best examples of this is in Bartlett, Tenn., where the city won’t allow an exercise studio to open because code enforcement says it’s an “adult business.”

Eccentric Studio planned to offer "Strip to Fit” classes, which use stripper poles and striptease dancing techniques. But the city of Bartlett did not approve of the studio, and issued a stop work order on the business.

Studio owner Rachael Vint rightly says that her facility is not a sexually oriented business. No men would be allowed, and women would remain clothed at all times.

Striptease exercises classes are growing in popularity across the U.S., and anyone who is unsure about what it is can surely find this type of class in a near-by fitness center or on DVD. The powers that be in Bartlett took their “moral ground” too far, and are hurting Bartlett citizens by denying them what could be a successful business — both financially and in the way it could help women get fit.

When Vint tried to explain her business to the city, mayor Keith MacDonald told her that it would take a court order for her to be able to open.

This whole thing seems like a joke to me. I don’t know anything about Bartlett, but I’m sure its citizens wouldn’t object to a small fitness studio opening — even one that offers a new type of exercise that includes stripping-type moves. Heck, many traditional group exercise classes could be thought of as provocative! (In fact, in some places, they are.)

So, as the common argument goes, where will this stop? Will the city of Bartlett outlaw all fitness centers that have “suggestive” classes? Will children be barred from fitness facilities? Bartlett leaders need to get off their “moral” high horse and allow its women the option of getting a great workout — even one that involves holding onto a pole.

Compensation vs. Recognition

Today, July 14, 2008, is the official deadline for entries to the 15th annual Nova7 Facility Awards competition. While, each year, the number of entries rises and declines, no doubt due to a variety of factors, I sometimes wonder if facility operators really recognize the importance of this type of award for their facility’s employees.

So, my question for you is, what do you believe motivates your employees more: compensation or recognition? My guess is that the majority of your responses will be split somewhere near the middle. This dissension seems to be caused by a disconnect between what managers think employees want, and what employees really want: cash or other tangibles, such as trophies/plaques and public expressions of gratitude.

The debate between compensation vs. recognition has been ongoing. While many companies realize the need to recognize employees for a job well done, many others take the easy way out by throwing money at employees instead. But, money isn’t everything, especially when it comes to job motivation. That said, everyone has to have a sufficient amount of money to meet their needs. But, rewarding someone by bribing them with cash is hardly an incentive to make them want to excel at their jobs.

The reality is that money pays the bills and buys extras, but it doesn’t make people feel good about themselves. And, everyone wants, or rather needs, to feel good about themselves. Feeling good about their accomplishments is what makes employees want to excel, and then continue to excel.

An online Maritz Poll survey, conducted in October 2005 of 1,002 randomly selected, full-time employed adults (502 men and 500 women) ages 18 to 65-plus from throughout the United States, found that employees who were completely satisfied with their company’s recognition programs were significantly more satisfied with their jobs, more likely to remain with the company and more likely to recommend their workplace to others. Specifically, 55 percent of those surveyed agreed or strongly agreed that the quality of their company’s recognition efforts affects their job performance. Yet, at the same time, only 10 percent of them strongly agreed that they are completely satisfied with their company’s employee recognition efforts.

According to a MotivationNetwork article, “Webster defines compensation as ‘that which is given or received as an equivalent for services, debt, want, loss, suffering, etc.’ Clearly, compensation is linked to security and safety, for no one feels safe unless sufficiently compensated to meet their needs. Recognition, on the other hand, is defined as ‘acknowledgment and approval, gratitude, etc.’ Recognition appeals to the higher levels of Maslow’s hierarchy of needs, especially social and self-esteem needs.”

Establishing recognition programs can often be time-consuming, especially for independently owned facilities whose owners/managers are already wearing umpteen hats. That’s why I initially asked whether facility operators really understand the importance of such awards programs as the Nova7 Facility Awards. This, and other industry awards, such as the IDEA Health and Fitness Awards and the ICAA Active Aging Awards are meant to take the burden off of you, while, at the same time, provide a service to you. You’re off the hook for developing your own recognition programs, and your employees are recognized not just within your facility, but nationally among the entire industry with trophies and plaques, and, even more importantly, with words of praise in industry publications.

If you didn’t get your staff involved in entering one or more of these awards programs this year, I strongly encourage you to do so in the coming years.

Full Disclosure

Brianna Godfrey was miffed when the personal trainer she’d hired at Gold’s Gym was replaced with no explanation. Wilfredo Rivera was, by her account, a true professional. “He was very motivating, very encouraging, he knew what he was talking about — really a good guy,” Godfrey told a KUTV reporter.

She was even more miffed when she found out why her trainer went missing. Rivera didn’t call in sick or quit. He was arrested on suspicion of kidnapping and rape.

This news was upsetting, to say the least, but what upset her most was that she didn’t hear the truth from Gold’s Gym. Instead, she found out her trainer was a wanted criminal — captured thanks to a nationwide manhunt called “Operation Falcon” — from a story on the local news.

Perhaps Gold’s Gym management hoped that by keeping its mouth shut about the circumstances of Rivera’s absence, they’d avoid the fallout. Instead, the club lost a customer and its reputation.

It’s possible that management was embarrassed. Indeed, they should have been. Not only was one of its personal trainers arrested for a violent crime, but he had previously served time in a federal prison for drug and weapons charges.

Gold’s Gym had the chance to prove itself as a forthcoming, up-front business when Rivera was arrested. Management could have stepped up and been honest about the circumstances of his disappearance, and reassured members that the charges weren’t brought by another member. Instead, management kept its mouth shut, leaving Godfrey feeling confused and betrayed.

And why’s that? Apparently, Gold’s doesn’t hire its trainers. Instead, it contracts them through a separate agency called Professional Fitness . “A spokesperson for Gold’s Gym said he was assured background checks were being performed, and that every trainer had come up clean,” reported KUTV. “Now he says they are evaluating if they will continue their relationship with Professional Fitness.”

Um … evaluating? Is that a joke? How about terminating its relationship with Professional Fitness? That seems a more appropriate response to the situation.

But then, I think we can all agree that there was nothing appropriate about how Gold’s handled any of this.

Everyone makes mistakes; but, informing your membership when an employee has been arrested on suspicion of committing a violent crime? That’s a no-brainer.

The Brain Needs Exercise, Too

Members come into your facility every day to work out their bodies. They are trying to lose weight, gain muscle, lower their chances of disease, improve their time in a race and more. However, a small but growing number of members may also be coming into your fitness center to work out their brain.

Studies have found that exercise can improve brain function and memory. One study found that a simple, hour-long exercise program twice a week had a positive effect on the ability of Alzheimer’s patients to perform daily activities. Another found that schools that push fitness and nutrition among students have seen standardized test scores rise by as much as 50 percent over two years.

Exercises specific to the brain can also help improve memory, or at least slow its decline. Puzzles, games and educational activities can help people’s minds stay sharp. An article published by ABC News says that the brain is particularly stimulated by multi-tasking, such as playing a game and socializing at the same time. It also thrives on trying new things — even something as simple as taking a different route to work or switching around your exercise routine.

With more older adults becoming members of fitness centers, the time may be right to offer “mind exercises” to your members. In addition to the exercise options you already offer, why not offer special classes or activities for the brain? You could offer weekly or monthly seminars on a variety of topics (not necessarily fitness- or health-related, since learning of any type helps to stimulate the brain), daily or weekly brain teasers or puzzles (members turn them in for a prize drawing), a word-of-the-day posted in the locker rooms, or classes on your group schedule that combine exercise with memory activities or learning.

Ideas abound for how you can encourage members to exercise their brains. Your older members will especially appreciate these types of offerings, and you can solidify your role as a whole-body fitness center, or even just one that likes to have fun and engage its members with puzzles and games.

Fitness Engineering

With all of the controversy over
genetic engineering, there’s some good news for those who are against it. It appears that scientists may not actually need to alter genes to rid us of the myriad diseases that plague our society. Instead, all individuals have to do is eat right and exercise, and the disease-preventing genes will actually increase, while the disease-promoting genes shut down.

Sound too good to be true? Not according to a recent
study conducted at the Preventive Medicine Research Institute in Sausalito, Calif. The study involved 30 men with low-risk prostate cancer who decided to undergo three months of major lifestyle change in lieu of conventional medical treatment such as surgery or hormone therapy.

This study could have an exciting implication for the fitness industry — especially at a time when it’s reported that fitness facility memberships declined in 2007 for the first time in 10 years — primarily due to people cutting back on expenses due to high gasoline and grocery prices. The implication of this study, however, is that people can’t afford not to be a member of a fitness facility. This is a do-or-die situation — especially for those with bad genes.

The new marketing approach for the industry could be something like, “Wish you could just scrap those genes your parents’ burdened you with? We’re trained to help you genetically alter your chances of getting sick. Sign up now for our program of fitness engineering.”

People are worried about falling victim to diseases such as cancer, diabetes, hypertension and a host of others. A marketing approach that focuses on wellness with research to back it up is a whole lot better than the focus on appearance.

All the Rage

I hate to revisit a contentious topic, but I’ll do it anyway. Remember all the hoopla about grunting? Depending on which side of the workout bench they were on, people focused on any number of issues: member rights, club rights, membership agreements, women in the workplace and appropriate behavior on the fitness floor. They discussed all aspects of grunting — whether or not an exerciser has the right to grunt, whether or not it helps a workout — and ended up splitting the equivalent of a whole head of hairs.

But, I’ll wager no one thought to take it one step further and consider what would have happened if a manager hadn’t stepped in to diffuse the situation.

Whether or not you agree with how Planet Fitness Manager Carol Palazzolo handled that particular grunting scenario, a recent situation (and subsequent lawsuit) demonstrates what might have happened if she’d stayed on the sidelines and let Albert Argibay grunt himself silly in the free weight area.

Someone might have gotten mad. In fact, he may have even felt a spot of rage. What kind of rage, you ask? Well, it hasn’t been named yet, but it will be.

The thing is, I don’t want a new “rage phrase” coined in a fitness center. “Spin rage” is bad enough (thank you, NY Daily News). I can think of more that would be equally bad. Can you imagine yoga rage, occurring when the instructor holds the Downward-Facing Dog just a few seconds too long? Or treadmill rage, occurring when a wannabe marathoner goes way over the 20-minute limit? How about Swiss ball rage, occurring when an exerciser bounces excessively high in an attempt to touch the ceiling?

Sadly, none of those are more ridiculous than the event that inspired “Spin rage,” wherein a man repeatedly shouted the dubiously self-motivating, “You go, girl!” accompanied by some enthusiastic grunting. It was just too much for Christopher Carter, who felt the need to remove Stuart Sugarman from his group cycle and slam him into a wall. You go, girl … er, guy.

So, thank you, Carol Palazzolo. I know it was a tricky situation, and you got a lot of flak for the choices you made that day in the weight room. But thank you for postponing, at least temporarily, a seemingly inevitable new rage phrase.

Side note: Guess what. You now need padded group cycling walls. Look for them at the next trade show.

No Need for Separation of Church and Fitness

When it comes to encouraging people to exercise, the fitness industry can use all the help it can get – maybe even from a higher power. A 2003 Harris Interactive survey found that 90 percent of adults in the U.S. believe in God. That’s A LOT of people! By comparison, only 10 percent of people in the U.S. belong to fitness centers. Maybe the fitness industry could get a boost from religion.

According to an article in the Montgomery Advertiser, many fitness pros and enthusiasts are taking the Biblical principle, “your body is a temple,” to heart. In addition to church-hosted group exercise classes and diet support groups, community fitness centers that offer faith-based fitness programs are beginning to pop up.

One example is Holy Spirit Gym in Costa Mesa, Calif. The fitness center is open to everyone, but features Bible scripture on the wall, and Christian music over the sound system.

Another facility, Fit 4 Christ, in Montgomery, Ala., plays Christian and gospel music, and offers weekend spiritual programs, prayer partners, and daily devotionals and Bible study. “People are finally identifying the connection between being physically fit and being spiritually in tune, and they’re inspired to do something,” says owner Antonio King.

While these examples are Christian-based, there are also facilities that cater to Muslim women, the JCC caters to the Jewish community, and many yoga and mind/body studios have a new-age/spiritual approach.

Of course, most fitness centers wouldn’t succeed with a religious-based theme, but some could and do. With so many believers out there, and so many untapped potential members, maybe this is one approach that could get more people into fitness centers. For those who haven’t responded to other types of motivation, maybe God is the answer. For fitness centers looking to fill a niche in their community, maybe God is also the answer.

Woman Power

Women rule! Don’t take offense, guys. It’s just that, since the new millennium, this truth has been emerging, and it just can’t be ignored any longer — especially by business owners.

I remember not too many years ago when we reported in the pages of FM that the number of female members in fitness facilities had finally caught up with that of men. In fact, the latest statistics published by IHRSA show that women make up 57 percent of U.S. health club members. Women are just a lot more serious than men about fitness. The National Sporting Goods Association’s 2007 sports participation survey shows that women constitute a majority of participants in four of six fitness activities: yoga, 85 percent; aerobic exercising, 71 percent; exercise walking, 63 percent; working out at a club, 55 percent; and exercising with equipment, 51 percent.

But, I’m not giving you these numbers to brag about my gender. Really. I’m doing it because, as a facility operator/professional, this knowledge can and will improve your business. If you put it to use.

At the IHRSA trade show and convention in 2001, Tom Peters, an influential guru of management, spoke about the importance of this emerging trend in the fitness business industry. And, he pointed out that while more than half of fitness center members are women, a lot less than that are on fitness center management teams. The problem with that, he said, is that men and women are completely different: They have different exercise regimen needs, and they purchase services differently. As such, it’s not possible for men to create the “perfect” fitness facility experience for women.

That’s a problem, because while Business Week, in an article titled I Am Woman, Hear Me Shop, reported that while “women earn less money than their counterparts, … they make more than 80 percent of buying decisions in all homes.” It’s critical, says the article, that business owners understand women’s needs and dissatisfactions and, in turn, change the way they design, position and sell their products.

With that said, ask yourself, “How have I responded to an increase in the number of women members in my facility?” If you’re drawing a blank, that means you’ve obviously not given it much thought. As such, you haven’t done anything, and you’re losing business.

Even if you have made some changes, it will still help to understand some fundamental differences between the sexes, as pointed out on the Entrepreneurial Connection website’s SuccessSkills Archives article collection titled
How to Market to Women.

• First, women are social beings. They see their membership not just as a quest to become healthy, but as a way to connect with others.

• Second, a woman’s decision-making style, especially when purchasing, is to thoroughly investigate, especially on the web. And, she doesn’t respond well to pressure to close the sale. Therefore, answer questions, but don’t push.

• Third, the details matter. Women notice things that men tend to merely disregard, such as poor attention by the staff at the front desk, unpleasant odors in the locker room, weights not placed in their proper place, etc.

• Fourth, women are stressed. Between their roles as workers, wives and mothers, they juggle more in life than their male counterparts. The fitness facility should be a place where the products work well and are easy to operate, and customer service should come with a human touch. Research shows that, to reduce their stress, women are willing to “pay more for delivery of groceries, meals and dry cleaning, and for service providers such as financial counselors, personal trainers and dog groomers.”

I love statistics. They let us know where things really stand. But, you actually have to use these statistics to your benefit. If you do, you’ll likely be at the receiving end of one of women’s greatest qualities: They’re the most loyal of customers, and they will spread the positive word about your business to all of their friends. If not, expect the opposite. Tom Peters made a point of saying that he’d spoken with a member of a New York stock brokering firm who shared that their average male customer recommended him as a broker to 2.6 people, while the average woman customer recommended him to 21!

Dream Members

What is a dream member? Cynical types would say it’s the member who joins, pays dues on time and never shows up at the club. Of course, those cynics don’t realize that that doesn’t describe a dream member at all. Think about it: The only way members will yap about a fitness center’s awesomeness is if they show up, work out and get fit. Otherwise, they’ll just complain about what a waste of time a gym membership is. And that’s the stuff of nightmares, not dreams.

Dream members are active, invested members of the fitness center. They care about the facility, its staff and other members. They want more than to secure their own health — dream members want the club to be healthy, too.

Take the two Canadian members who sprinted down a would-be car thief outside their fitness facility. One member heard a car alarm blasting in the parking lot and spotted a suspicious man. When the man bolted, the member ran after him. Another member joined the pursuit. The two chased the suspect until they caught him, then held him until police arrived.

Sounds like someone deserves a comp on a month’s worth of membership dues.

An Oak Park, Ill., exerciser owes his life to a few dream members. When Richard Prescott collapsed at Fitness Formula, eight members and Manager Jeff Long started CPR, called 911 and used an automatic external defibrillator before paramedics arrived. Let’s hear it for David Muzic, Amy Mozina, Max Vanmany, Joe DiCianni, Lisa Gregorich, Kristen Stafford, Dave Harrat and Chris Jaeger.

They’ve earned a few free personal training sessions, wouldn’t you say?

You’ve probably got a few dream members at your fitness center, too, but you just don’t know it yet. And that’s probably a good thing, since they seem to come out in emergencies — and it’s best for everyone to avoid those.