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British Military Fitness
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British Military Fitness
Health Club Management

Health Club Management

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UNITING THE WORLD OF FITNESS
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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

If you would like to get each issue of HCM magazine sent direct to you for FREE, plus the weekly HCM ezine, sign up now!
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
Our COVID-19 measures make our clubs significantly safer than any other public space
People
HCM people

Jo Smallwood

general manager, Oldham Leisure Centre
We saw the opportunity to initiate new partnerships with the Oldham Foodbank to help local residents during the COVID-19 crisis. We can’t serve our community in the way we would usually do, so we’ve moved resources to help where people need us most
People
HCM people

Aaron Smith

Founder, KX Pilates
‘KX’ stands for ‘the Kaizen Experience’, which means ‘change for the better’ in Japanese. It’s a philosophy that focuses on continuous improvement. We’re always seeking to improve, not only as a company but as individuals
Features
Statistics
Local data, sector scenario models, shared best practice and informed intelligence will help us all to make smart decisions for our sector Chris Philips, Datahub
Features
Training
Balance training is set to become a major fitness trend, with exercisers increasingly appreciating the benefits of having a strong core and good balance, particularly as they age. Lauren Health-Jones rounds up the latest product releases
Features
Partner briefing
BMF, the outdoor fitness franchise company co-owned by Bear Grylls, is launching a £1m initiative designed to offer financial support to PTs and exercise professionals in getting back to work after the lockdown
Features
Staff welfare
As staff and members prepare to return to the gym, Dr Dane Vishnubala gives advice to operators on gearing up to offer them mental health support
Features
Talking Point
The fitness industry has shown incredible flexibility during lockdown, pivoting to digital to keep people active. But as lockdowns end, we ask what impact the pandemic will have on facility provision
Features
Consumer culture
Ken Hughes, expert in consumer culture and human behaviour spoke as part of the Technogym Talks series of webinars about how operators can navigate the new consumer landscape
Features
Strength
It’s considered a fundamental part of our fitness routines by medical professionals, but many exercisers, particularly women, are still put off by strength training. We asked leading suppliers what they’re doing to champion strength
Features
Latest News
A free-to-access training platform has launched to help the sport and fitness workforce confidently return ...
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Technogym has announced the launch of live streaming and on-demand classes. The new content will ...
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Featured supplier news
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Fitness expert and television host, Jessie Pavelka has collaborated with Fisikal, experts in digital management solutions, to create the new JP4 app, a premium 12-week personal health and fitness transformation programme that takes the user on a journey of change through four key elements of health.
Featured supplier news
Featured supplier: Incorpore and MoveGB ink groundbreaking partnership to transform corporate wellness offering
Incorpore and MoveGB have entered into a landmark partnership, combining the UK’s largest provider of corporate gym memberships with the nation’s biggest network of classes.
Video Gallery
Temple Gym - Nautilus Equipment
Core Health & Fitness
Temple Gym - Nautilus Equipment Read more
More videos:
Company profiles
Company profile: TRIB3 International Ltd
First established in Sheffield in January 2016 TRIB3 is a bootcamp boutique studio designed to ...
Company profiles
Company profile: Octane Fitness
A global innovator of high-performance fitness equipment, Octane Fitness, a Nautilus, Inc. brand, continually redefines ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Fitness equipment
Healthcheck Services Ltd: Fitness equipment
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Design consultants
Zynk Design Consultants: Design consultants
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Direct debit solutions
Harlands Group: Direct debit solutions
Wearable technology solutions
MyZone: Wearable technology solutions
Skincare
Sothys: Skincare
Locking solutions
Monster Padlocks: Locking solutions
Property & Tenders
Greywell, Hampshire
Barnsgrove Health and Wellness Club
Property & Tenders
Derby City Council
Property & Tenders
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
22-23 Sep 2020
Heythrop Park, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
27-30 Oct 2020
Messe Stuttgart, Germany
Diary dates
03-06 Nov 2020
Online,
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, London, 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

If you would like to get each issue of HCM magazine sent direct to you for FREE, plus the weekly HCM ezine, sign up now!
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
A free-to-access training platform has launched to help the sport and fitness workforce confidently return ...
Latest News
Glasgow Life, which runs leisure and culture facilities on behalf of Glasgow City Council, has ...
Latest News
Fitness equipment firm Nautilus Inc is looking for a buyer for its commercial equipment brand ...
Latest News
Technogym has announced the launch of live streaming and on-demand classes. The new content will ...
Latest News
A number of gym operators are concerned that local lockdowns could come into effect in ...
Latest News
Prime Minister Boris Johnson has announced that gyms may be able to reopen in a ...
Latest News
UK consumer confidence has improved significantly since the beginning of the lockdown, with a fifth ...
Latest News
The PGA Tour has recently bought 1,000 Whoop bands for its golfers, after PGA Tour ...
Latest News
ukactive has announced that Active Uprising and the National Summit are going digital as part ...
Latest News
Industry body ukactive has today (1 July) hosted a delegation of government and public health ...
Featured supplier news
Featured supplier: Fisikal chosen as tech partner for ‘JP4’; new health app from fitness expert, Jessie Pavelka
Fitness expert and television host, Jessie Pavelka has collaborated with Fisikal, experts in digital management solutions, to create the new JP4 app, a premium 12-week personal health and fitness transformation programme that takes the user on a journey of change through four key elements of health.
Featured supplier news
Featured supplier: Incorpore and MoveGB ink groundbreaking partnership to transform corporate wellness offering
Incorpore and MoveGB have entered into a landmark partnership, combining the UK’s largest provider of corporate gym memberships with the nation’s biggest network of classes.
Video Gallery
Temple Gym - Nautilus Equipment
Core Health & Fitness
Temple Gym - Nautilus Equipment Read more
More videos:
Company profiles
Company profile: TRIB3 International Ltd
First established in Sheffield in January 2016 TRIB3 is a bootcamp boutique studio designed to ...
Company profiles
Company profile: Octane Fitness
A global innovator of high-performance fitness equipment, Octane Fitness, a Nautilus, Inc. brand, continually redefines ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Fitness equipment
Healthcheck Services Ltd: Fitness equipment
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Design consultants
Zynk Design Consultants: Design consultants
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Direct debit solutions
Harlands Group: Direct debit solutions
Wearable technology solutions
MyZone: Wearable technology solutions
Skincare
Sothys: Skincare
Locking solutions
Monster Padlocks: Locking solutions
Property & Tenders
Greywell, Hampshire
Barnsgrove Health and Wellness Club
Property & Tenders
Derby City Council
Property & Tenders
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
22-23 Sep 2020
Heythrop Park, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
27-30 Oct 2020
Messe Stuttgart, Germany
Diary dates
03-06 Nov 2020
Online,
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
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