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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

A big welcome

For some overweight people, going to a gym or exercise class is a daunting prospect. Kath Hudson talks to gym operators specifically targeting plus size customers while trying to offer a more welcoming environment

By Kath Hudson | Published in Leisure Handbook 2014 issue 1

In the US and the UK, 60 per cent of people are either overweight or obese. Obesity causes many health issues including some cancers, heart disease, diabetes and high blood pressure, stress, illness and depression. Some experts believe that obesity is responsible for more ill health than smoking.

Although this is a hard market for the fitness industry to reach, we are now seeing concerted efforts to meet the needs of overweight consumers.

“The opening of gyms specific to plus-size people in the US is indicative of a wider change; a move towards adapting to the needs of consumers and offering niche fitness facilities and programmes,” says Dave Stalker, CEO of ukactive.

“A cultural shift has begun towards viewing people in a holistic way, and looking at the causes of an individual being overweight, rather than just treating the consequences. We need to continue to build on this, through further innovation and collaboration, to reach the large percentage of the population who remain inactive.”

US operator Downsize Fitness is aimed at people who are at least 50lbs overweight and takes a holistic approach to members’ lifestyles. Each time someone comes to the gym they work out with a trainer, who also holds them accountable for their diet.

In the UK, LA Fitness has partnered with Weight Watchers to join up physical activity and nutrition. Fitness First has launched weight management classes, and groups such as Nordic Walking link with local healthcare providers to deliver programmes for the management of obesity and related conditions. There’s also a growth in qualifications in areas such as weight management, psychology and nutrition.

Curves and Gymophobics target their marketing at women who want to get more active but may not have previously felt comfortable using a gym.

The ukactive Research Institute is currently working with fitness centres across the country to build an evidence base for delivering physical activity counselling to people who may be overweight and suffering from chronic health problems, to help them make positive lifestyle changes.

Currently the successful plus size offerings are run by people who have lost weight themselves and so understand the challenges and the fears that overweight people have about entering gyms and starting to exercise. To just cover fitness is not enough, so most look at nutrition, and give counselling support too.

Here we look at operations designed specifically for overweight customers.

Louise Green,

Founder,

Body Exchange

Louise Green aims to bring her business to the UK
Louise Green aims to bring her business to the UK

I set up Body Exchange in Vancouver in 2008, as a lifestyle change after having a baby. Previously, I worked as a talent agent in the film industry. It was stressful and involved long hours, and I thought it wouldn’t mix with motherhood.

While pregnant I gained around 45lbs, but I was still passionate about working in fitness, so I decided to target upper size people. I did some market research and found there is nothing dedicated to this group of people in Canada. It immediately attracted a lot of media interest, so I realised that it was very timely.

No one is banned, but the language and image of our marketing material is targeted at upper size people. To market the business we’ve looked at the lifestyle patterns of the ideal client and gone to them, as they won’t come to us. I call places like Weight Watchers clubs watering holes, as here you find larger people, who are motivated to change. Doctors also refer people to us.

The programme is bootcamp-style, using equipment like resistance bands, bosus and agility ladders, and is run in community-based locations. Exercise takes place either one-on-one, or in classes, which vary in size from five to 25. We don’t run sessions in health clubs, because our customers wouldn’t enter the buildings; they are in community halls, or outside. Body Exchange also offers an online customisable nutrition programme for members, as well as support such as goal-setting and lifestyle coaching.

We offer a two day or three day a week programme. To start with, people are fearful that they won’t keep it up. They come with a lot of fear and lack of trust in themselves.

The sense of community in the group really builds motivation. Our customers organise hikes and snow shoeing in the mountains together. For those who buy into it, retention is really good.

Some people lose huge amounts of weight and transform their bodies. Others come off their medication and are no longer pre-diabetic. Others become fitter but don’t lose weight because they can’t control their eating. We deal with a lot of emotional eating. Very often obesity is just a symptom of a deeper problem. Eating too much is the biggest struggle for most.

I’ve licensed the business, so there are six in Vancouver, and I want to make it a national company through licensing. As I’m from the UK, I’d also like to take it there.

Marty Wolff,

Founder,

Square One

Marty Wolff
Marty Wolff

I’ve lived 25 years of my life morbidly obese and learned many bad habits, but always wanted something else. When I appeared on The Biggest Loser, I found my place, as well as meeting my wife.

After leaving the show 146lbs lighter I did a lot of public speaking, which culminated in launching Square One in Omaha, US last year. It is a club of like-minded people of size. Most are morbidly obese and we use a mixture of exercise, therapy, dieting and mentoring on how to tackle obstacles to help members control their triggers and craving. Most of them have no clue about the fight they are fighting, or how to defend themselves, so we help them to build strategies.

The programme is based on a mix of my own experience and research. For example, one thing obese people tend to suffer with is an all or nothing mentality. So they think that if they break the pattern by eating a cookie, they might as well give up that day. I compare this to spending money. If you buy one thing you haven’t planned, you don’t have to go and empty the bank account. There is a big grey area and we help people to understand it.

Many people see incredible results with weight loss, but some simply can’t get past the emotional eating and fail to lose weight. Working out is the easiest habit to grasp, because I can watch them, but I can’t watch them when they’re at the fridge at home.

Even when people are morbidly obese, exercising can make a massive difference. For example, losing 8lbs to 10lbs could mean reducing or coming off blood pressure and cholesterol medication for some of them, which can be life changing.

Recruiting members is one of the things we are still learning how to do. The difficult part is working out how to approach people and we are experimenting with that, for example targeted advertising on Facebook, for those who have liked The Biggest Loser and Weight Watchers. We are also using radio and I meet a lot of people through public speaking. People hear of my struggles and can relate to them, which makes a big difference.

When compared to the industry standard, we do a really good job at retaining people. This is because we have created a community of people. We have a large private Facebook page with a community, which many people rely on as a support system in their battle for control.

Square One offers a number of packages, starting at $60 and rising to $300. Whether working out in the gym, or classes, PT or small group training, people always have to work under the guidance of a trainer.

We’re planning to franchise the concept, initially in the mid-West of the US.

Topics covered in classes include goal setting, nutrition and emotional eating
Topics covered in classes include goal setting, nutrition and emotional eating

Michael Hayes,

Founder,

Buddha Body Yoga

Michael Hayes
Michael Hayes

Iwas tired of being the biggest person in the yoga class, so in 1996 I embarked on a Sivananda yoga teacher training course in Barbados. After this, I developed my own practice and worked privately with another teacher, discovering how to get my body into the yoga postures.

Buddha Body Yoga grew out of this experimentation and is the only yoga offering that I know of which caters exclusively for plus size people.

Although with my skills I could teach regular yoga, I find larger people more interesting and challenging to work with. Millions of teachers work with the slender, the strong and the fit, but only a handful of them work with big people.

I run seven classes a week at our New York studio and am just negotiating new space so that I can expand my class size. Finding clients is not necessarily easy; word of mouth and media coverage seem to be the best way to connect with them.

However, many plus size people are scared to come to classes. I have had people register and not turn up, or arrive five minutes late but then refuse to join in the class because they’re afraid.

Once people start coming, retention is good, because I make it fun; it’s like a community with lots of jokes and playing with postures. It’s not really serious, like many other yoga classes.

Some people come because they want to lose weight, some want to be more flexible, some want to experience yoga and others like the feeling of movement. If I can stop someone hobbling, or help them move and sit more comfortably, I consider that a success. Very often large people are flexible, but they are disadvantaged by muscle tone and gravity. Some muscles are weak and others over-strengthened. My challenge is to teach the strong muscles to relax and strengthen the weak ones.

I’d like to take the concept across the US and then around the world by running teacher training classes. I’ve just set up a certified five day yoga teacher training programme on working with big people, which is open to qualified yoga teachers.

Buddha Body Yoga
Buddha Body Yoga
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https://www.leisureopportunities.co.uk/images/LH2014_big.gif
Many people of size want to join a gym, but few do. These entrepreneurs are responding to their need
Body Exchange, FOUNDER: LOUISE GREEN Square One, FOUNDER: MARTY WOLFF Buddha Body Yoga, FOUNDER: MICHAEL HAYES ,overweight people, exercise class, gym operators, plus size customers
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features

A big welcome

For some overweight people, going to a gym or exercise class is a daunting prospect. Kath Hudson talks to gym operators specifically targeting plus size customers while trying to offer a more welcoming environment

By Kath Hudson | Published in Leisure Handbook 2014 issue 1

In the US and the UK, 60 per cent of people are either overweight or obese. Obesity causes many health issues including some cancers, heart disease, diabetes and high blood pressure, stress, illness and depression. Some experts believe that obesity is responsible for more ill health than smoking.

Although this is a hard market for the fitness industry to reach, we are now seeing concerted efforts to meet the needs of overweight consumers.

“The opening of gyms specific to plus-size people in the US is indicative of a wider change; a move towards adapting to the needs of consumers and offering niche fitness facilities and programmes,” says Dave Stalker, CEO of ukactive.

“A cultural shift has begun towards viewing people in a holistic way, and looking at the causes of an individual being overweight, rather than just treating the consequences. We need to continue to build on this, through further innovation and collaboration, to reach the large percentage of the population who remain inactive.”

US operator Downsize Fitness is aimed at people who are at least 50lbs overweight and takes a holistic approach to members’ lifestyles. Each time someone comes to the gym they work out with a trainer, who also holds them accountable for their diet.

In the UK, LA Fitness has partnered with Weight Watchers to join up physical activity and nutrition. Fitness First has launched weight management classes, and groups such as Nordic Walking link with local healthcare providers to deliver programmes for the management of obesity and related conditions. There’s also a growth in qualifications in areas such as weight management, psychology and nutrition.

Curves and Gymophobics target their marketing at women who want to get more active but may not have previously felt comfortable using a gym.

The ukactive Research Institute is currently working with fitness centres across the country to build an evidence base for delivering physical activity counselling to people who may be overweight and suffering from chronic health problems, to help them make positive lifestyle changes.

Currently the successful plus size offerings are run by people who have lost weight themselves and so understand the challenges and the fears that overweight people have about entering gyms and starting to exercise. To just cover fitness is not enough, so most look at nutrition, and give counselling support too.

Here we look at operations designed specifically for overweight customers.

Louise Green,

Founder,

Body Exchange

Louise Green aims to bring her business to the UK
Louise Green aims to bring her business to the UK

I set up Body Exchange in Vancouver in 2008, as a lifestyle change after having a baby. Previously, I worked as a talent agent in the film industry. It was stressful and involved long hours, and I thought it wouldn’t mix with motherhood.

While pregnant I gained around 45lbs, but I was still passionate about working in fitness, so I decided to target upper size people. I did some market research and found there is nothing dedicated to this group of people in Canada. It immediately attracted a lot of media interest, so I realised that it was very timely.

No one is banned, but the language and image of our marketing material is targeted at upper size people. To market the business we’ve looked at the lifestyle patterns of the ideal client and gone to them, as they won’t come to us. I call places like Weight Watchers clubs watering holes, as here you find larger people, who are motivated to change. Doctors also refer people to us.

The programme is bootcamp-style, using equipment like resistance bands, bosus and agility ladders, and is run in community-based locations. Exercise takes place either one-on-one, or in classes, which vary in size from five to 25. We don’t run sessions in health clubs, because our customers wouldn’t enter the buildings; they are in community halls, or outside. Body Exchange also offers an online customisable nutrition programme for members, as well as support such as goal-setting and lifestyle coaching.

We offer a two day or three day a week programme. To start with, people are fearful that they won’t keep it up. They come with a lot of fear and lack of trust in themselves.

The sense of community in the group really builds motivation. Our customers organise hikes and snow shoeing in the mountains together. For those who buy into it, retention is really good.

Some people lose huge amounts of weight and transform their bodies. Others come off their medication and are no longer pre-diabetic. Others become fitter but don’t lose weight because they can’t control their eating. We deal with a lot of emotional eating. Very often obesity is just a symptom of a deeper problem. Eating too much is the biggest struggle for most.

I’ve licensed the business, so there are six in Vancouver, and I want to make it a national company through licensing. As I’m from the UK, I’d also like to take it there.

Marty Wolff,

Founder,

Square One

Marty Wolff
Marty Wolff

I’ve lived 25 years of my life morbidly obese and learned many bad habits, but always wanted something else. When I appeared on The Biggest Loser, I found my place, as well as meeting my wife.

After leaving the show 146lbs lighter I did a lot of public speaking, which culminated in launching Square One in Omaha, US last year. It is a club of like-minded people of size. Most are morbidly obese and we use a mixture of exercise, therapy, dieting and mentoring on how to tackle obstacles to help members control their triggers and craving. Most of them have no clue about the fight they are fighting, or how to defend themselves, so we help them to build strategies.

The programme is based on a mix of my own experience and research. For example, one thing obese people tend to suffer with is an all or nothing mentality. So they think that if they break the pattern by eating a cookie, they might as well give up that day. I compare this to spending money. If you buy one thing you haven’t planned, you don’t have to go and empty the bank account. There is a big grey area and we help people to understand it.

Many people see incredible results with weight loss, but some simply can’t get past the emotional eating and fail to lose weight. Working out is the easiest habit to grasp, because I can watch them, but I can’t watch them when they’re at the fridge at home.

Even when people are morbidly obese, exercising can make a massive difference. For example, losing 8lbs to 10lbs could mean reducing or coming off blood pressure and cholesterol medication for some of them, which can be life changing.

Recruiting members is one of the things we are still learning how to do. The difficult part is working out how to approach people and we are experimenting with that, for example targeted advertising on Facebook, for those who have liked The Biggest Loser and Weight Watchers. We are also using radio and I meet a lot of people through public speaking. People hear of my struggles and can relate to them, which makes a big difference.

When compared to the industry standard, we do a really good job at retaining people. This is because we have created a community of people. We have a large private Facebook page with a community, which many people rely on as a support system in their battle for control.

Square One offers a number of packages, starting at $60 and rising to $300. Whether working out in the gym, or classes, PT or small group training, people always have to work under the guidance of a trainer.

We’re planning to franchise the concept, initially in the mid-West of the US.

Topics covered in classes include goal setting, nutrition and emotional eating
Topics covered in classes include goal setting, nutrition and emotional eating

Michael Hayes,

Founder,

Buddha Body Yoga

Michael Hayes
Michael Hayes

Iwas tired of being the biggest person in the yoga class, so in 1996 I embarked on a Sivananda yoga teacher training course in Barbados. After this, I developed my own practice and worked privately with another teacher, discovering how to get my body into the yoga postures.

Buddha Body Yoga grew out of this experimentation and is the only yoga offering that I know of which caters exclusively for plus size people.

Although with my skills I could teach regular yoga, I find larger people more interesting and challenging to work with. Millions of teachers work with the slender, the strong and the fit, but only a handful of them work with big people.

I run seven classes a week at our New York studio and am just negotiating new space so that I can expand my class size. Finding clients is not necessarily easy; word of mouth and media coverage seem to be the best way to connect with them.

However, many plus size people are scared to come to classes. I have had people register and not turn up, or arrive five minutes late but then refuse to join in the class because they’re afraid.

Once people start coming, retention is good, because I make it fun; it’s like a community with lots of jokes and playing with postures. It’s not really serious, like many other yoga classes.

Some people come because they want to lose weight, some want to be more flexible, some want to experience yoga and others like the feeling of movement. If I can stop someone hobbling, or help them move and sit more comfortably, I consider that a success. Very often large people are flexible, but they are disadvantaged by muscle tone and gravity. Some muscles are weak and others over-strengthened. My challenge is to teach the strong muscles to relax and strengthen the weak ones.

I’d like to take the concept across the US and then around the world by running teacher training classes. I’ve just set up a certified five day yoga teacher training programme on working with big people, which is open to qualified yoga teachers.

Buddha Body Yoga
Buddha Body Yoga
Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
https://www.leisureopportunities.co.uk/images/LH2014_big.gif
Many people of size want to join a gym, but few do. These entrepreneurs are responding to their need
Body Exchange, FOUNDER: LOUISE GREEN Square One, FOUNDER: MARTY WOLFF Buddha Body Yoga, FOUNDER: MICHAEL HAYES ,overweight people, exercise class, gym operators, plus size customers
Latest News
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Nuffield Health has launched a series of free, online classes focused on emotional wellbeing. The ...
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HCM editor, Liz Terry, has launched a Parliamentary Petition calling for gyms to be in ...
Latest News
Resistance training is just as beneficial for men and women over the age of 50, ...
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Fitness, sport and leisure sector professionals who have continued to deliver services to their communities ...
Latest News
A national survey has launched to chart the mental health of the fitness and physical ...
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One of England's highest ranking police officers has called on government ministers to clearly define ...
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FREE WEBINAR
promotion
This free webinar on 26 January will see our panellists reflect on the changes to work in 2020, and their priorities for 2021.
Opinion: 2021 is the year to prioritise global culture
Featured supplier news
Featured supplier: Forget the ‘Netflix effect’ – it’s all about the ‘iFit effect’ to boost member retention
Addiction – a word laden with negativity. But isn’t that exactly what the fitness industry wants? For members to be addicted (in a healthy way) to exercise – not just to increase profits but, most importantly, so they can live happier, healthier and longer lives.
Featured supplier news
Featured supplier: Red Light Rising teams up with ITRM Clinic to supply red light therapy for injured athletes
Red light therapy equipment supplier, Red Light Rising, has partnered with Aidan Robinson of ITRM Clinic in the UK
Company profiles
Company profile: TRX Training UK
TRX provides world-class functional training by offering quality equipment, effective workouts and world-class education capable ...
Company profiles
Company profile: Wexer
Our mission at Wexer is to make world-class exercise accessible to everyone by harnessing the ...
Supplier Showcases
Supplier showcase - Powering through
Supplier Showcases
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Catalogue Gallery
Click on a catalogue to view it online
Directory
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Red Light Therapy
 Red Light Rising: Red Light Therapy
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Skincare
Sothys: Skincare
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Spa software
SpaBooker: Spa software
Fitness Software
FunXtion International BV: Fitness Software
Member feedback software
AskNicely: Member feedback software
Fitness equipment
TRX Training: Fitness equipment
Software
Volution.fit: Software
Property & Tenders
11 - 25 Union St, London SE1 1SD
Bankside Open Spaces Trust
Property & Tenders
Waltham Abbey, Essex
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
02-04 Feb 2021
Ericsson Exhibition Hall, Ricoh Arena, Coventry, 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
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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