GET HCM
magazine
Sign up for the FREE digital edition of HCM magazine and also get the HCM ezine and breaking news email alerts.
Not right now, thanksclose this window
Precor UK
Precor UK
Precor UK
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
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
HCM magazine
Despite the renewed interest in health, a proportion of people remain nervous about going back to health clubs because of infection levels in the wider community. Would making adjustments to pricing help overcome these barriers? Kath Hudson investigates
HCM magazine
TVS Group installs a new world class facilities at the University of Kent in partnership with Robbins
HCM magazine
HCM People

Randy Hetrick

Founder of TRX and OutFit
I don’t want to compete with gyms, I want to complement them. We’re going to places where they’re not – parks, schools and cul-de-sacs
HCM Magazine
Promotion
Fitness First Germany has upgraded its members’ gym floor training experience with the rollout of Funxtion’s Multiscreen Virtual Player
HCM Magazine
Sponsored
Leisure operators should embrace activity to engage members says Jenny Patrickson, managing director of Active IQ
HCM Magazine
Research
Exercise has been found to power up the body’s production of endocannabinoids and reduce chronic inflammation, explains Tom Walker
HCM Magazine
Software
The pandemic brought business as we knew it to a standstill. But not for long. Software companies were quick to provide solutions to help clubs adapt and now these are here to stay. Suppliers tell HCM how the pandemic is changing the industry for the better
HCM Magazine
Sponsored
Life Fitness has launched a new mobile app, called Life Fitness Connect, to provide the ultimate workout experience
HCM Magazine
Interview
SATS is on a mission to help people of all ages become healthier and happier, with a focus on creating a product where the barriers to entry are low and the value to society high. Its CEO speaks to Kate Cracknell
HCM Magazine
Sponsored
Fitronics’ new member journey software is supporting the University of Oxford in improving its services for users
HCM Magazine
Latest News
Boutique boxing gym brand BXR London will open its second full-service club in London next ...
Latest News
Entries are now open for the annual UK Active Awards. Following two years of unparalleled ...
Latest News
People with early-stage Parkinson’s should do regular exercise to slow down the progression of the ...
Latest News
Hybrid fitness platform FitLab has closed its Series A financing, bringing total capital raised to ...
Latest News
Boutique chain Trib3 will become one of the first fitness operators to establish a presence ...
Latest News
At-home fitness brand NordicTrack from iFIT has launched what it says are the first voice-controlled, ...
Latest News
The Workforce State of Mind Survey, now in its second year, has begun to gather ...
Latest News
Wellness operator and fit tech company, LIT Method, (low-intensity training) is ramping up expansion after ...
Featured supplier news
Featured supplier news: Énergie Fitness appoints Technogym as equipment partner
Peter Croney CEO of Empowered Brands, owners of Énergie Fitness Group, today announced the appointment of Technogym as one of their primary equipment partners that will help power Energie’s international expansion over the next decade.
Featured supplier news
Featured supplier news: Orbit4: 2022 is going to be extraordinary, are you ready for it?
No two gyms are the same, but making the most of AI and digital transformation will be key to getting your business ahead in 2022, according to CEO of Orbit4 Daniel Jones.
Featured operator news
Featured operator news: Innovative experience TAGactive launched at Everyone Active
Everyone Active opened its first TAGactive Arena at Lammas Leisure Centre on Bank Holiday Monday, January 3.
Featured operator news
Featured operator news: Double Olympic Champion Rebecca Adlington breaks ground ahead of new Rainham Leisure Centre
Everyone Active has got the New Year off to a flying start as it begins work on the brand new Rainham Leisure Centre.
Video Gallery
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Mindbody, Inc
Sport Alliance GmbH
Company profiles
Company profile: Les Mills UK
For over 50 years Les Mills has been leading the way in fitness to inspire ...
Company profiles
Company profile: Crown Sports Lockers
Crown Sports Lockers has designed, crafted and fitted bespoke timber furniture for spas, hotels and ...
Supplier Showcases
Supplier showcase - Tanita: Engaging insights
Catalogue Gallery
Click on a catalogue to view it online
Directory
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Wearable technology solutions
MyZone: Wearable technology solutions
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
trade associations
International SPA Association - iSPA: trade associations
Skincare
Comfort Zone - Davines S.p.A: Skincare
Management software
Premier Software Solutions: Management software
Spa software
SpaBooker: Spa software
Architects/designers
Zynk Design Consultants: Architects/designers
Exercise equipment
Matrix Fitness: Exercise equipment
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Property & Tenders
Bilborough, Nottingham
Bilborough College
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
01 Mar 2022
Live Love Spa HQ, Tustin, United States
Diary dates
07-10 Apr 2022
Exhibition Centre , Cologne, Germany
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

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
Boutique boxing gym brand BXR London will open its second full-service club in London next ...
Latest News
Entries are now open for the annual UK Active Awards. Following two years of unparalleled ...
Latest News
People with early-stage Parkinson’s should do regular exercise to slow down the progression of the ...
Latest News
Hybrid fitness platform FitLab has closed its Series A financing, bringing total capital raised to ...
Latest News
Boutique chain Trib3 will become one of the first fitness operators to establish a presence ...
Latest News
At-home fitness brand NordicTrack from iFIT has launched what it says are the first voice-controlled, ...
Latest News
The Workforce State of Mind Survey, now in its second year, has begun to gather ...
Latest News
Wellness operator and fit tech company, LIT Method, (low-intensity training) is ramping up expansion after ...
Latest News
Planet Fitness has signed an agreement to acquire Sunshine Fitness – an operator of 114 ...
Latest News
People living in London have been advised to avoid or reduce strenuous exercise today (Friday ...
Latest News
A marketing partnership between fitness marketplace Hussle and fast-food giant McDonald's resulted in a significant ...
Featured supplier news
Featured supplier news: Énergie Fitness appoints Technogym as equipment partner
Peter Croney CEO of Empowered Brands, owners of Énergie Fitness Group, today announced the appointment of Technogym as one of their primary equipment partners that will help power Energie’s international expansion over the next decade.
Featured supplier news
Featured supplier news: Orbit4: 2022 is going to be extraordinary, are you ready for it?
No two gyms are the same, but making the most of AI and digital transformation will be key to getting your business ahead in 2022, according to CEO of Orbit4 Daniel Jones.
Featured operator news
Featured operator news: Innovative experience TAGactive launched at Everyone Active
Everyone Active opened its first TAGactive Arena at Lammas Leisure Centre on Bank Holiday Monday, January 3.
Featured operator news
Featured operator news: Double Olympic Champion Rebecca Adlington breaks ground ahead of new Rainham Leisure Centre
Everyone Active has got the New Year off to a flying start as it begins work on the brand new Rainham Leisure Centre.
Video Gallery
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Mindbody, Inc
Sport Alliance GmbH
Company profiles
Company profile: Les Mills UK
For over 50 years Les Mills has been leading the way in fitness to inspire ...
Company profiles
Company profile: Crown Sports Lockers
Crown Sports Lockers has designed, crafted and fitted bespoke timber furniture for spas, hotels and ...
Supplier Showcases
Supplier showcase - Tanita: Engaging insights
Catalogue Gallery
Click on a catalogue to view it online
Directory
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Wearable technology solutions
MyZone: Wearable technology solutions
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
trade associations
International SPA Association - iSPA: trade associations
Skincare
Comfort Zone - Davines S.p.A: Skincare
Management software
Premier Software Solutions: Management software
Spa software
SpaBooker: Spa software
Architects/designers
Zynk Design Consultants: Architects/designers
Exercise equipment
Matrix Fitness: Exercise equipment
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Property & Tenders
Bilborough, Nottingham
Bilborough College
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
01 Mar 2022
Live Love Spa HQ, Tustin, United States
Diary dates
07-10 Apr 2022
Exhibition Centre , Cologne, Germany
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
Search news, features & products:
Find a supplier:
Precor UK
Precor UK
Partner sites