Zimmer MedizinSysteme GmbH / icelab
Zimmer MedizinSysteme GmbH / icelab
Zimmer MedizinSysteme GmbH / icelab
Health Club Management

Health Club Management

Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn Follow Health Club Management on Instagram
UNITING THE WORLD OF FITNESS
Get the latest news, jobs and features in your inbox
Health Club Management

Health Club Management

features

Being Socially useful

Published in Health Club Management 2014 issue 11

Has your organisation recognised the value of being genuinely useful to its community – not settling for ‘doing good by helping people get healthy’, but actually putting community interests at the heart of the business?

It’s a way of thinking that’s finally gaining traction in the fitness sector thanks to initiatives like Gymtopia.org – a website that curates life-affirming examples of gyms doing genuine social good around the world – and The Fitness Sector Social Good Report, published earlier this year by Gymtopia founder Ray Algar, which highlights the eight key attributes a business must have if it’s to ensure long-term relevance with its stakeholders (download the full report at www.healthclubmanagement.co.uk/socialgood).

While altruistic, this approach also makes commercial sense, driving profits by building a truly loyal customer base. Algar’s report makes it clear that customer engagement today is about far more than simply providing the nuts and bolts – people want to buy into your whole ethos and to identify with your overarching purpose, the consistency of your generosity and your authenticity.

So what does this look like in practice? On page 64, as part of our inspirational Gymtopia series, we tell the story of Franco’s Athletic Club in the US, which has been giving back to its community for 26 years – a way of saying thank you for all the support owners Ron and Sandy Franco received when their young daughter was diagnosed with cancer. With a philosophy of ‘never say no’, the Francos made a pledge to always respond to requests from charities, schools and community groups; they’ve since directly raised more than US$1.5m for charity and donated significantly more from in-kind use of the club’s extensive facilities.

“It wasn’t a conscious decision to start being community players,” says Sandy. “We felt an obligation. They were there for us and we want to be there for them.”

But it also makes commercial sense: located in the state of Louisiana – which has the sixth highest adult obesity rate in the US – nevertheless the penetration rate in the club’s catchment area is almost double the national average. The club has also grown from 28,000sq ft when the couple bought it in 1988, to 250,000sq ft with 15,000 members today. “People who appreciate your efforts will want to be a part of your club and do business with you,” says Sandy.

Yet in spite of great examples such as this, the sector as a whole is falling short, as Reynir Indahl, chair of Health & Fitness Nordic, explained in his Health Club Management interview earlier this year: “The industry has a huge potential to contribute to society, but to date I don’t think it’s been particularly useful. That should be the very purpose of business, but we’ve somehow forgotten that over the last 20–30 years. As a general rule, the sector has been far too focused on squeezing the last dollar out of every customer.”

We have an opportunity to enhance the reputation of the sector as a whole, drive genuine involvement with our clubs, and boost retention. We need more businesses to take inspiration from the Francos.

Kate Cracknell, editor

[email protected]

@HealthClubKate

http://www.leisureopportunities.com/images/HCM2014_11editor.jpg
Health clubs and leisure centres should embrace the commercial opportunity derived from being ‘socially useful’, says Kate Cracknell
People
people are together on the climbing walls, cheering each other on, coaching each other, interacting, laughing and enjoying each other’s company. It’s a completely different environment from anything I’ve ever seen
People
HCM people

Rachael Blumberg

Platefit: creator and founder
People know yoga, Pilates, HIIT and Barry’s Bootcamp, but many don’t know vibration training and it’s my intention, passion and purpose to make it available and bring it to the world
People
HCM people

Gita Sjahrir

Founder, R-FITNESS
We became the first boutique fitness brand in all of Southeast Asia to ever raise venture capital backing. This was positive for the industry as it signalled that the industry had growth potential
Features
feature
If you think of school leavers when you think of apprentices, think again. Apprenticeships are far from limited to career starters, with new generation programmes tailor-made to bring out the best in accomplished managers
Features
Promotional feature
TVS Group is one of the leading suppliers of flooring and surfaces for gym, sports and play environments. We take a look at what's behind this company's success
Features
feature
Exercises, workload, work/rest ratio and pace have been defined and integrated into personalised programmes
Features
Active ageing
The 2019 Moving Communities report highlighted that the silver pound could drive significant growth in public leisure. Operators are capitalising on this potential revenue stream, but uptake is slow. Utku Topraksevten investigates
Features
Thought leaders
Equinox and SoulCycle became mired in controversy recently, when the CEO and majority shareholder of their parent company hosted a fundraiser for President Trump’s re-election. What's the way forward for these brands and what can we learn from this furore? Kath Hudson asks the thought leaders
Features
feature
Legend Leisure Services has delivered an elegant website solution for ANGUSalive
Features
Supplier showcase

Precor and Matrix share their latest operator case studies
Features
Latest News
Life Leisure is expanding its facility portfolio with the launch of an independent boutique fitness ...
Latest News
Almost half of children and young people (46.8 per cent) in England are doing the ...
Latest News
A local fitness operator with 11 clubs in Chicago, US, is looking to muscle in ...
Latest News
Fitness industry veteran Nick Coutts has been appointed chair of Danish fitness tech firm Motosumo. ...
Latest News
The improvements in health and wellbeing associated with exercise referral schemes aren’t as large as ...
Latest News
The Bannatyne Group has appointed Hugh Hanley as its new head of fitness. He joins ...
Latest News
Physical exercise can improve the health of blood vessels in the heart for people with ...
Latest News
Hufft have created a community fitness centre in Humboldt, Kansas, that reflects the US city's ...
Job search
POST YOUR JOB
Featured supplier news
Featured supplier: Pulse Fitness modernises Leiston Leisure Centre in £4m redevelopment
The Leiston Leisure Centre, owned by East Suffolk Council, reopened recently following a £4m redevelopment designed and implemented by Pulse Fitness.
Featured supplier news
Featured supplier: Who does your brand belong to?
Who does your brand belong to? There used to be only one answer to this question: the company that grew it and invested in it.
Video Gallery
Harlands Group testimonial
Harlands Group
Harlands Group - Testimonial from 'Unity Leisure'. Read more
More videos:
Company profiles
Company profile: Technogym
Founded in 1983, Technogym is a world-leading international supplier of technology and design-driven products and ...
Company profiles
Company profile: Legend Club Management Systems (UK) Ltd
Legend provides the leading software solution for driving improvements in leisure operations. We deliver savings ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Lockers/interior design
Fitlockers: Lockers/interior design
Fitness equipment
Octane Fitness: Fitness equipment
Member access schemes
Move GB: Member access schemes
Management software
GymSales: Management software
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Locking solutions
Ojmar: Locking solutions
Exercise equipment
Power Plate: Exercise equipment
Audio visual
Hutchison Technologies: Audio visual
Spa software
ResortSuite: Spa software
Trade associations
International SPA Association - iSPA: Trade associations
Property & Tenders
Diary dates
10-12 Dec 2019
tbc, Fort Lauderdale, United States
Diary dates
21-23 Jan 2020
Harrogate Convention Centre, Harrogate, United Kingdom
Diary dates
28-30 Jan 2020
Ericsson Exhibition Hall, Ricoh Arena, Coventry, United Kingdom
Diary dates
29-30 Jan 2020
Holiday Inn San Francisco-Golden Gateway, San Francisco, United States
Diary dates
23-25 Mar 2020
Hilton, Barcelona, Spain
Diary dates
25-26 Mar 2020
Eastwood Hall, Nottingham, United Kingdom
Diary dates
04 Jun 2020
Marriott Forest of Arden Hotel & Country Club, Birmingham, United Kingdom
Diary dates
10-27 Jun 2020
tbc, Pinggu, China
Diary dates
13 Jun 2020
Worldwide, Various,
Diary dates
17-18 Jun 2020
ExCeL London, London, United Kingdom
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
30-31 Oct 2020
NEC, Birmingham, United Kingdom
Diary dates

features

Being Socially useful

Published in Health Club Management 2014 issue 11

Has your organisation recognised the value of being genuinely useful to its community – not settling for ‘doing good by helping people get healthy’, but actually putting community interests at the heart of the business?

It’s a way of thinking that’s finally gaining traction in the fitness sector thanks to initiatives like Gymtopia.org – a website that curates life-affirming examples of gyms doing genuine social good around the world – and The Fitness Sector Social Good Report, published earlier this year by Gymtopia founder Ray Algar, which highlights the eight key attributes a business must have if it’s to ensure long-term relevance with its stakeholders (download the full report at www.healthclubmanagement.co.uk/socialgood).

While altruistic, this approach also makes commercial sense, driving profits by building a truly loyal customer base. Algar’s report makes it clear that customer engagement today is about far more than simply providing the nuts and bolts – people want to buy into your whole ethos and to identify with your overarching purpose, the consistency of your generosity and your authenticity.

So what does this look like in practice? On page 64, as part of our inspirational Gymtopia series, we tell the story of Franco’s Athletic Club in the US, which has been giving back to its community for 26 years – a way of saying thank you for all the support owners Ron and Sandy Franco received when their young daughter was diagnosed with cancer. With a philosophy of ‘never say no’, the Francos made a pledge to always respond to requests from charities, schools and community groups; they’ve since directly raised more than US$1.5m for charity and donated significantly more from in-kind use of the club’s extensive facilities.

“It wasn’t a conscious decision to start being community players,” says Sandy. “We felt an obligation. They were there for us and we want to be there for them.”

But it also makes commercial sense: located in the state of Louisiana – which has the sixth highest adult obesity rate in the US – nevertheless the penetration rate in the club’s catchment area is almost double the national average. The club has also grown from 28,000sq ft when the couple bought it in 1988, to 250,000sq ft with 15,000 members today. “People who appreciate your efforts will want to be a part of your club and do business with you,” says Sandy.

Yet in spite of great examples such as this, the sector as a whole is falling short, as Reynir Indahl, chair of Health & Fitness Nordic, explained in his Health Club Management interview earlier this year: “The industry has a huge potential to contribute to society, but to date I don’t think it’s been particularly useful. That should be the very purpose of business, but we’ve somehow forgotten that over the last 20–30 years. As a general rule, the sector has been far too focused on squeezing the last dollar out of every customer.”

We have an opportunity to enhance the reputation of the sector as a whole, drive genuine involvement with our clubs, and boost retention. We need more businesses to take inspiration from the Francos.

Kate Cracknell, editor

[email protected]

@HealthClubKate

http://www.leisureopportunities.com/images/HCM2014_11editor.jpg
Health clubs and leisure centres should embrace the commercial opportunity derived from being ‘socially useful’, says Kate Cracknell
Latest News
Life Leisure is expanding its facility portfolio with the launch of an independent boutique fitness ...
Latest News
Almost half of children and young people (46.8 per cent) in England are doing the ...
Latest News
A local fitness operator with 11 clubs in Chicago, US, is looking to muscle in ...
Latest News
Fitness industry veteran Nick Coutts has been appointed chair of Danish fitness tech firm Motosumo. ...
Latest News
The improvements in health and wellbeing associated with exercise referral schemes aren’t as large as ...
Latest News
The Bannatyne Group has appointed Hugh Hanley as its new head of fitness. He joins ...
Latest News
Physical exercise can improve the health of blood vessels in the heart for people with ...
Latest News
Hufft have created a community fitness centre in Humboldt, Kansas, that reflects the US city's ...
Latest News
The main political parties need to "discuss prevention in the same breath as they discuss ...
Latest News
SoulCycle chief executive Melanie Whelan has resigned from her role, capping off a challenging few ...
Latest News
Workspace provider WeWork has launched a full service, on-site wellness programme at its largest site ...
Job search
POST YOUR JOB
Featured supplier news
Featured supplier: Pulse Fitness modernises Leiston Leisure Centre in £4m redevelopment
The Leiston Leisure Centre, owned by East Suffolk Council, reopened recently following a £4m redevelopment designed and implemented by Pulse Fitness.
Featured supplier news
Featured supplier: Who does your brand belong to?
Who does your brand belong to? There used to be only one answer to this question: the company that grew it and invested in it.
Video Gallery
Harlands Group testimonial
Harlands Group
Harlands Group - Testimonial from 'Unity Leisure'. Read more
More videos:
Company profiles
Company profile: Technogym
Founded in 1983, Technogym is a world-leading international supplier of technology and design-driven products and ...
Company profiles
Company profile: Legend Club Management Systems (UK) Ltd
Legend provides the leading software solution for driving improvements in leisure operations. We deliver savings ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Lockers/interior design
Fitlockers: Lockers/interior design
Fitness equipment
Octane Fitness: Fitness equipment
Member access schemes
Move GB: Member access schemes
Management software
GymSales: Management software
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Locking solutions
Ojmar: Locking solutions
Exercise equipment
Power Plate: Exercise equipment
Audio visual
Hutchison Technologies: Audio visual
Spa software
ResortSuite: Spa software
Trade associations
International SPA Association - iSPA: Trade associations
Property & Tenders
Diary dates
10-12 Dec 2019
tbc, Fort Lauderdale, United States
Diary dates
21-23 Jan 2020
Harrogate Convention Centre, Harrogate, United Kingdom
Diary dates
28-30 Jan 2020
Ericsson Exhibition Hall, Ricoh Arena, Coventry, United Kingdom
Diary dates
29-30 Jan 2020
Holiday Inn San Francisco-Golden Gateway, San Francisco, United States
Diary dates
23-25 Mar 2020
Hilton, Barcelona, Spain
Diary dates
25-26 Mar 2020
Eastwood Hall, Nottingham, United Kingdom
Diary dates
04 Jun 2020
Marriott Forest of Arden Hotel & Country Club, Birmingham, United Kingdom
Diary dates
10-27 Jun 2020
tbc, Pinggu, China
Diary dates
13 Jun 2020
Worldwide, Various,
Diary dates
17-18 Jun 2020
ExCeL London, London, United Kingdom
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
30-31 Oct 2020
NEC, Birmingham, United Kingdom
Diary dates
Search news, features & products:
Find a supplier:
Zimmer MedizinSysteme GmbH / icelab
Zimmer MedizinSysteme GmbH / icelab