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Health Club Management

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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 Management 2013 issue 2

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 within the sector; a move towards adapting to the needs and demands of consumers and offering increasingly niche fitness facilities and programmes,” says CEO of ukactive, Dave Stalker.

“A cultural shift has begun in the sector 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.”

In the UK we are starting to see a change in programmes offered: 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 in with local healthcare providers to deliver programmes for the management of obesity and related conditions. There is also a rise in niche qualifications in areas such as weight management, nutrition and psychology.

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

Also, 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 successfully 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 providers look at nutrition, and give counselling support too.

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

Here we take a look at a few other fitness operations designed specifically for overweight customers.

Body Exchange

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

Founder,

Body Exchange


I set up Body Exchange in Vancouver in 2008, as a lifestyle change, after having a baby. Previously, I was working as a talent agent in the film industry. It was stressful and involved long hours, and I thought it wouldn’t mix well 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 have 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, as well 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. People 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 now no longer pre-diabetic. Others become more fit but don’t lose weight, because they can’t control their eating. I think that we are dealing with a lot of emotional eating. Very often obesity is just a symptom of a deeper problem. Eating is the biggest struggle for most.

I have now licensed the business, so it is in six different communities in Vancouver, but I want to make Body Exchange a national company, through licensing. Alberta, Calgary and Ontario are the first cities I want to target and as I’m originally from the UK, I would also like to take it there.

Green runs exercise sessions outdoors or in community halls
Green runs exercise sessions outdoors or in community halls

Square One

Marty Wolff
Marty Wolff
Marty Wolff,

Founder,

Square One


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 people 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 obese, or 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.

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.

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.

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.

Going forward, we are 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

Buddha Body Yoga

Michael Hayes
Michael Hayes
Michael Hayes,

Founder,

Buddha Body Yoga


I was 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, strong and fit, but only a handful 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.

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 the class.

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 would like to take the concept across the US and 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.

"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 and fit, but only a handful work with big people"

Hayes adapts standard yoga poses for larger people / PHOTO: Andrew Kelly Media
Hayes adapts standard yoga poses for larger people/ PHOTO: Andrew Kelly Media
http://www.leisureopportunities.com/images/LM2013_2HF.gif
For many obese people, the idea of going to a gym or exercise class is terrifying. Kath Hudson meets the operators aiming to change that
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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 Management 2013 issue 2

    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 within the sector; a move towards adapting to the needs and demands of consumers and offering increasingly niche fitness facilities and programmes,” says CEO of ukactive, Dave Stalker.

    “A cultural shift has begun in the sector 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.”

    In the UK we are starting to see a change in programmes offered: 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 in with local healthcare providers to deliver programmes for the management of obesity and related conditions. There is also a rise in niche qualifications in areas such as weight management, nutrition and psychology.

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

    Also, 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 successfully 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 providers look at nutrition, and give counselling support too.

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

    Here we take a look at a few other fitness operations designed specifically for overweight customers.

    Body Exchange

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

    Founder,

    Body Exchange


    I set up Body Exchange in Vancouver in 2008, as a lifestyle change, after having a baby. Previously, I was working as a talent agent in the film industry. It was stressful and involved long hours, and I thought it wouldn’t mix well 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 have 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, as well 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. People 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 now no longer pre-diabetic. Others become more fit but don’t lose weight, because they can’t control their eating. I think that we are dealing with a lot of emotional eating. Very often obesity is just a symptom of a deeper problem. Eating is the biggest struggle for most.

    I have now licensed the business, so it is in six different communities in Vancouver, but I want to make Body Exchange a national company, through licensing. Alberta, Calgary and Ontario are the first cities I want to target and as I’m originally from the UK, I would also like to take it there.

    Green runs exercise sessions outdoors or in community halls
    Green runs exercise sessions outdoors or in community halls

    Square One

    Marty Wolff
    Marty Wolff
    Marty Wolff,

    Founder,

    Square One


    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 people 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 obese, or 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.

    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.

    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.

    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.

    Going forward, we are 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

    Buddha Body Yoga

    Michael Hayes
    Michael Hayes
    Michael Hayes,

    Founder,

    Buddha Body Yoga


    I was 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, strong and fit, but only a handful 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.

    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 the class.

    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 would like to take the concept across the US and 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.

    "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 and fit, but only a handful work with big people"

    Hayes adapts standard yoga poses for larger people / PHOTO: Andrew Kelly Media
    Hayes adapts standard yoga poses for larger people/ PHOTO: Andrew Kelly Media
    http://www.leisureopportunities.com/images/LM2013_2HF.gif
    For many obese people, the idea of going to a gym or exercise class is terrifying. Kath Hudson meets the operators aiming to change that
    Latest News
    DataHub has launched a contact tracking app, specifically designed for the fitness and physical activity ...
    Latest News
    ukactive has questioned the government's decision to make all employers start paying towards the wages ...
    Latest News
    A study on how exercise changes the body at a molecular level has suggested that ...
    Latest News
    A new industry support association, Fitness United, launches today (1 June) to bring suppliers and ...
    Latest News
    Corporate broking and advisory firm, Peel Hunt, has issued a 'buy' recommendation for shares in ...
    Latest News
    Health club chain 24 Hour Fitness has reopened some of its sites in Texas and ...
    Latest News
    The fitness industry in Europe is uniting today (30 May) to launch #beactivehour, a free ...
    Latest News
    PureGym has become the latest fitness operator to deploy a digital offering in a bid ...
    Latest News
    A new report has revealed the likely timescales and shape of the UK fitness market's ...
    Latest News
    There has been a "surge in appreciation" of exercise during lockdown, with people turning to ...
    Job search
    POST YOUR JOB
    Opinion
    promotion
    Hedgehog Concept Ltd has developed software that allows its clients to track usage and customer volume on a minute to minute basis.
    Opinion: Is your software fit for COVID-19?
    Featured supplier news
    Featured supplier: Bicester hotel opens purpose-built performance facilities to attract new target audience
    The Bicester Hotel and Spa has launched purpose-built fitness and performance facilities to create a standalone, unique offering to attract a new demographic to the site.
    Featured supplier news
    Featured supplier: What’s your Covid-19 exit strategy? How will you use this time to relaunch your business to thrive, not just survive
    There is no escaping the fact that we are operating in extraordinary times. Our physical health clubs, gyms and studios are closed and we’re trying to keep our membership engaged, fit and healthy via online and digital training.
    Video Gallery
    Technogym mywellness app
    Technogym
    Improve your training experience. All your data in a single app. Read more
    More videos:
      Company profiles
      Company profile: Keiser UK Ltd
      Keiser began its history of visionary sports science leadership over 40 years ago, rejecting the ...
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      Stages Indoor Cycling is a product and technology company that is 100% focused on creating ...
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      Click on a catalogue to view it online
      Directory
      Wearable technology solutions
      MyZone: Wearable technology solutions
      Trade associations
      International SPA Association - iSPA: Trade associations
      Fitness software
      Go Do.Fitness: Fitness software
      Direct debit solutions
      Harlands Group: Direct debit solutions
      Flooring
      Total Vibration Solutions / TVS Sports Surfaces: Flooring
      Independent service & maintenance
      Servicesport UK Limited: Independent service & maintenance
      Lockers/interior design
      Fitlockers: Lockers/interior design
      Locking solutions
      Monster Padlocks: Locking solutions
      Design consultants
      Zynk Design Consultants: Design consultants
      Exercise equipment
      Power Plate: Exercise equipment
      Property & Tenders
      Greywell, Hampshire
      Barnsgrove Health and Wellness Club
      Property & Tenders
      Derby City Council
      Property & Tenders
      Diary dates
      13 Jun 2020
      Worldwide, Various,
      Diary dates
      06-07 Jul 2020
      Eastwood Hall, Nottingham, United Kingdom
      Diary dates
      28-31 Aug 2020
      Expo Centre & Riviera di Rimini, Italy
      Diary dates
      21-24 Sep 2020
      Loews Coronado Bay Resort, Coronado, United States
      Diary dates
      01-02 Oct 2020
      Whittlebury Hall, Whittlebury, United Kingdom
      Diary dates
      11-12 Oct 2020
      ExCeL London, London, United Kingdom
      Diary dates
      17-23 Oct 2020
      Pinggu, Beijing, China
      Diary dates
      27-30 Oct 2020
      Messe Stuttgart, Germany
      Diary dates
      30-31 Oct 2020
      NEC, Birmingham, United Kingdom
      Diary dates
      27-28 Nov 2020
      Athena, Leicester, United Kingdom
      Diary dates
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