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Les Mills International
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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Sponsored: Active IQ: Rethinking exercise

Leisure operators should embrace activity to engage members says Jenny Patrickson, managing director of Active IQ

Published in Health Club Management 2021 issue 11
The new Active IQ courses train people to deliver a wide range of outdoor activities / PHOTO: shutterstock/ Halfpoint
The new Active IQ courses train people to deliver a wide range of outdoor activities / PHOTO: shutterstock/ Halfpoint

The difference between ‘activity’ and ‘exercise’ lies not just in the physical manifestation of a chosen pastime, but also in people’s mentality and approach. Herein lies an opportunity for leisure operators to expand their offering – and workforce – to extend the opportunity to engage and attract members.

Renowned paleoanthropologist Daniel Lieberman is known for his mode of thinking that differentiates exercise and activity. Lieberman’s stance is that humans aren’t naturally programmed to exercise in the way we understand it – such as going to the gym, joining a group exercise class or training for a specific sport.

While these can all be good for our physical fitness, they’re not the only route to wellness and wellbeing, which is good news, because while some people are committed to doing regular gym sessions, classes and sports-specific training, others don’t like exercising in these ways.

As people aren’t very good at sticking with things they don’t enjoy, those in our communities who dislike traditional exercise forms can end up not very active at all. This can be a problem for them, but perhaps also an opportunity for operators.

Lieberman believes we’re hard-wired to be physically active if a) it’s necessary (such as ‘hunting and gathering’) or b) when it’s rewarding (enjoyable).

On that basis, the secret to getting more people to be physically active lies in engaging them in something they actually want to do. And that’s where activity comes into play.

Opportunity for operators
The pandemic saw many people venture outdoors for activities and exercise, as indoor facilities couldn’t open. Tapping into people’s new appreciation of being active outside provides a good opportunity for leisure operators who can adapt to offer more than just traditional exercise options. Embracing activity is a chance for operators to expand their offering to engage with more people in different ways. It’s a chance to go beyond the traditional walls of a facility and to create activity hubs.

Bringing activity alongside exercise and fitness makes perfect sense – people who keep fit and well are more likely to enjoy an alternative activity outside the gym and studio. Likewise, people who start with outdoor activities may soon seek a fitness programme to give them the strength and endurance they need to enjoy their outdoor pursuits more fully.

Outdoor Pursuits
There really is a huge variety of options available to people to be physically active and enjoy the outdoors.

At Active IQ we’ve just launched our Level 3 Outdoor Activity Instructor apprenticeship standard. This trains people in how to supervise and guide children and adults in outdoor activities and pastimes as diverse as canoeing, sailing and climbing, surfing, cycling, hillwalking and archery. It also covers bushcraft, rock pooling, geology and plant identification, as well as habitat and wildlife walks.

We’re working with training providers to deliver this qualification to learners aged 16+, making it an ideal first career opportunity for school and college leavers. Quite apart from the additional options it gives members, this new strand of activity can bring a new type of instructor into a facility to complement the more traditional fitness team members. The broader the offering, the wider the appeal, which can only be a good way to encourage greater footfall within facilities.

By engaging beyond the four walls of a leisure centre, we can encourage more people to take up physical activity and then, in turn, engage with other pursuits inside our facilities.

• To find out more about Active IQ’s End-point assessment visit: target="_blank"www.HCMmag.com/endpoint

Active IQ qualifications

Active IQ offers a range of End-point assessment standards for leisure sector apprenticeships. Just launched are the Level 3 Outdoor Activity Instructor and Level 4 Sports Coach. Active IQ will introduce its Level 2 Facilities Service Operative standard soon.

"By engaging beyond our four walls we can encourage more people to take up physical activity and then to engage with other pursuits inside our facilities" – Jenny Patrickson, managing director, Active IQ

https://www.leisureopportunities.co.uk/images/2021/831193_879954.jpg
Leisure operators should embrace activity to engage members says Jenny Patrickson, managing director of Active IQ
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features

Sponsored: Active IQ: Rethinking exercise

Leisure operators should embrace activity to engage members says Jenny Patrickson, managing director of Active IQ

Published in Health Club Management 2021 issue 11
The new Active IQ courses train people to deliver a wide range of outdoor activities / PHOTO: shutterstock/ Halfpoint
The new Active IQ courses train people to deliver a wide range of outdoor activities / PHOTO: shutterstock/ Halfpoint

The difference between ‘activity’ and ‘exercise’ lies not just in the physical manifestation of a chosen pastime, but also in people’s mentality and approach. Herein lies an opportunity for leisure operators to expand their offering – and workforce – to extend the opportunity to engage and attract members.

Renowned paleoanthropologist Daniel Lieberman is known for his mode of thinking that differentiates exercise and activity. Lieberman’s stance is that humans aren’t naturally programmed to exercise in the way we understand it – such as going to the gym, joining a group exercise class or training for a specific sport.

While these can all be good for our physical fitness, they’re not the only route to wellness and wellbeing, which is good news, because while some people are committed to doing regular gym sessions, classes and sports-specific training, others don’t like exercising in these ways.

As people aren’t very good at sticking with things they don’t enjoy, those in our communities who dislike traditional exercise forms can end up not very active at all. This can be a problem for them, but perhaps also an opportunity for operators.

Lieberman believes we’re hard-wired to be physically active if a) it’s necessary (such as ‘hunting and gathering’) or b) when it’s rewarding (enjoyable).

On that basis, the secret to getting more people to be physically active lies in engaging them in something they actually want to do. And that’s where activity comes into play.

Opportunity for operators
The pandemic saw many people venture outdoors for activities and exercise, as indoor facilities couldn’t open. Tapping into people’s new appreciation of being active outside provides a good opportunity for leisure operators who can adapt to offer more than just traditional exercise options. Embracing activity is a chance for operators to expand their offering to engage with more people in different ways. It’s a chance to go beyond the traditional walls of a facility and to create activity hubs.

Bringing activity alongside exercise and fitness makes perfect sense – people who keep fit and well are more likely to enjoy an alternative activity outside the gym and studio. Likewise, people who start with outdoor activities may soon seek a fitness programme to give them the strength and endurance they need to enjoy their outdoor pursuits more fully.

Outdoor Pursuits
There really is a huge variety of options available to people to be physically active and enjoy the outdoors.

At Active IQ we’ve just launched our Level 3 Outdoor Activity Instructor apprenticeship standard. This trains people in how to supervise and guide children and adults in outdoor activities and pastimes as diverse as canoeing, sailing and climbing, surfing, cycling, hillwalking and archery. It also covers bushcraft, rock pooling, geology and plant identification, as well as habitat and wildlife walks.

We’re working with training providers to deliver this qualification to learners aged 16+, making it an ideal first career opportunity for school and college leavers. Quite apart from the additional options it gives members, this new strand of activity can bring a new type of instructor into a facility to complement the more traditional fitness team members. The broader the offering, the wider the appeal, which can only be a good way to encourage greater footfall within facilities.

By engaging beyond the four walls of a leisure centre, we can encourage more people to take up physical activity and then, in turn, engage with other pursuits inside our facilities.

• To find out more about Active IQ’s End-point assessment visit: target="_blank"www.HCMmag.com/endpoint

Active IQ qualifications

Active IQ offers a range of End-point assessment standards for leisure sector apprenticeships. Just launched are the Level 3 Outdoor Activity Instructor and Level 4 Sports Coach. Active IQ will introduce its Level 2 Facilities Service Operative standard soon.

"By engaging beyond our four walls we can encourage more people to take up physical activity and then to engage with other pursuits inside our facilities" – Jenny Patrickson, managing director, Active IQ

https://www.leisureopportunities.co.uk/images/2021/831193_879954.jpg
Leisure operators should embrace activity to engage members says Jenny Patrickson, managing director of Active IQ
Latest News
The Leisure Database Company (TLDB) has revealed its State of the Fitness Industry Report UK ...
Latest News
The Gym Group’s (TGG) plans and profit forecasts were presented to analysts and investors during ...
Latest News
A new physical activity programme called Big Sister has been launched in the UK to ...
Latest News
Go Fit has been selected by the United Nations Economic Commission for Europe (UNECE) as ...
Latest News
Ness, a US startup that is developing a range of wellness-driven credit cards, has launched ...
Latest News
Following a history of supporting US military and service members, F45 has announced a new ...
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Hyatt is piloting private gyms in five of its US hotels as part of its ...
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A young girl has died following an incident at the David Lloyd gym at Capability ...
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Featured supplier news
Featured supplier news: active-net 2022 tackles mental health awareness
More than 100 industry delegates met in person at the annual active-net event at Eastwood Hall in Nottingham on 23-24 March.
Featured supplier news
Featured supplier news: Magicline celebrates UK market entry at Elevate
With a focus on globalisation, Magicline has officially launched its software in the UK. As Europe’s leading gym management software company, the company strives to provide the best tools for gym owners to be successful, win new members and elevate their businesses.
Featured operator news
Featured operator news: New £42m Moorways Sports Village to open on 21 May
Everyone Active will open Moorways Sports Village to the public on Saturday 21 May with a grand opening weekend – in time for the half term holidays.
Featured operator news
Featured operator news: Everyone Active to launch new exercise classes to reduce gender gap
As part of their work to break down the barriers that deter women and girls from participating in sport and physical activity, Everyone Active has teamed up with EMD UK to launch new exercise classes linked to the This Girl Can campaign.
Video Gallery
Mindbody, Inc
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Sport Alliance GmbH
Company profiles
Company profile: Active IQ
Active IQ is the UK’s leading Ofqual-recognised Awarding Organisation for the Physical Activity sector....
Company profiles
Company profile: Indigofitness Ltd
We Create Training Spaces! We've been designing and delivering high quality training spaces for almost ...
Supplier Showcases
Supplier showcase - Pulse Fitness: trusted partner
Catalogue Gallery
Click on a catalogue to view it online
Directory
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Skincare
Sothys: Skincare
Spa software
SpaBooker: Spa software
On demand
Fitness On Demand: On demand
Wearable technology solutions
MyZone: Wearable technology solutions
trade associations
International SPA Association - iSPA: trade associations
Fitness equipment
A Panatta Sport Srl: Fitness equipment
Management software
Premier Software Solutions: Management software
Salt therapy products
Himalayan Source: Salt therapy products
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
Property & Tenders
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
30-30 Jun 2022
The ICC, Birmingham, Birmingham , United Kingdom
Diary dates
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
Diary dates
25-28 Oct 2022
Messe Stuttgart, Germany
Diary dates
25-28 Oct 2022
Ibiza, Ibiza, Spain
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
17-18 Mar 2023
Tobacco Dock, London, United Kingdom
Diary dates
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