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Les Mills International
Les Mills International
Les Mills International
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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

IHRSA update: Casting a better light

By Patricia Amend, Club Business International | Published in Health Club Management 2013 issue 5

I’ve noticed recently how badly health clubs are portrayed in popular television shows. For example, in one episode of The Good Wife, the law firm Lockhart/Gardner defends a known drug dealer who has several “legitimate” businesses. A murder takes place at one of those: a health club. The victim is a young woman – a salesperson who’s pictured in a video of the sales team celebrating the fact that they’ve sold more memberships than ever. The subsequent investigation not only delved into the murder but also revealed that the club’s general manager was selling steroids, making US$100,000 a month in the process.

A preview for another show, The Mentalist, shows a woman tripping on a treadmill and falling completely off it. The lead character, Patrick Jane, yells: “Man down!” Smiling.

On a re-run of Monk, Mr Monk enters a gym’s locker room and hesitates to sit on the bench because of his obsession with cleanliness. And he does his typical site-gag, his “OCD dance” if you will. Once he does force himself to sit down, an overweight, sweaty man who’s wrapped in a towel sits down next to him. What does the man say? “They never clean this place, and the equipment is always broken. And I keep paying my dues. I don’t know what they’re doing with my money.”

I think you see what I’m getting at. For longer than we’d like to remember, this industry has had a slightly tarnished image. And it doesn’t help when local newspapers run stories when a club closes its doors unexpectedly. There are often quotes from disgruntled members.

Social media can also hurt as much as it helps, when people post their issues on Yelp and other sites. The cumulative effect could be disastrous – if we let it. What can you do?

First of all there’s the obvious: treat your members and employees as well as possible. Doing so is not only a good business practice but also makes you a good corporate citizen. And it will generate nothing but good word-of-mouth.

Get involved in your community. Join your local Chamber of Commerce. Attend town meetings and speak up. Create good relationships. Invite local physicians and politicians to visit your club.

Publicise your good deeds. Let local media outlets know when you’re planning a fundraiser, or working with the elderly, young people’s clubs or local schools. Invite local radio stations to co-sponsor your events and broadcast them live. Post videos of them on Facebook. Tweet what you’re doing regularly.

Don’t ignore the smaller community media outlets in your area. Weekly papers are often hungry for news. If you have someone on your staff with writing experience, why not offer your local paper a regular column with fitness, nutrition and wellness tips? Do you have a neighborhood cable TV station? Why not offer to do a half-hour community wellness show? In other words, if you don’t already have one, come up with a real strategy to create a positive message about your club and the industry.

Don’t leave it to the media to tell the story. Tell it yourself.

https://www.leisureopportunities.co.uk/images/HCM2013_5ihrsa.gif
Clubs need to be proactive in their approach to media opportunities, says Patricia Amend
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features

IHRSA update: Casting a better light

By Patricia Amend, Club Business International | Published in Health Club Management 2013 issue 5

I’ve noticed recently how badly health clubs are portrayed in popular television shows. For example, in one episode of The Good Wife, the law firm Lockhart/Gardner defends a known drug dealer who has several “legitimate” businesses. A murder takes place at one of those: a health club. The victim is a young woman – a salesperson who’s pictured in a video of the sales team celebrating the fact that they’ve sold more memberships than ever. The subsequent investigation not only delved into the murder but also revealed that the club’s general manager was selling steroids, making US$100,000 a month in the process.

A preview for another show, The Mentalist, shows a woman tripping on a treadmill and falling completely off it. The lead character, Patrick Jane, yells: “Man down!” Smiling.

On a re-run of Monk, Mr Monk enters a gym’s locker room and hesitates to sit on the bench because of his obsession with cleanliness. And he does his typical site-gag, his “OCD dance” if you will. Once he does force himself to sit down, an overweight, sweaty man who’s wrapped in a towel sits down next to him. What does the man say? “They never clean this place, and the equipment is always broken. And I keep paying my dues. I don’t know what they’re doing with my money.”

I think you see what I’m getting at. For longer than we’d like to remember, this industry has had a slightly tarnished image. And it doesn’t help when local newspapers run stories when a club closes its doors unexpectedly. There are often quotes from disgruntled members.

Social media can also hurt as much as it helps, when people post their issues on Yelp and other sites. The cumulative effect could be disastrous – if we let it. What can you do?

First of all there’s the obvious: treat your members and employees as well as possible. Doing so is not only a good business practice but also makes you a good corporate citizen. And it will generate nothing but good word-of-mouth.

Get involved in your community. Join your local Chamber of Commerce. Attend town meetings and speak up. Create good relationships. Invite local physicians and politicians to visit your club.

Publicise your good deeds. Let local media outlets know when you’re planning a fundraiser, or working with the elderly, young people’s clubs or local schools. Invite local radio stations to co-sponsor your events and broadcast them live. Post videos of them on Facebook. Tweet what you’re doing regularly.

Don’t ignore the smaller community media outlets in your area. Weekly papers are often hungry for news. If you have someone on your staff with writing experience, why not offer your local paper a regular column with fitness, nutrition and wellness tips? Do you have a neighborhood cable TV station? Why not offer to do a half-hour community wellness show? In other words, if you don’t already have one, come up with a real strategy to create a positive message about your club and the industry.

Don’t leave it to the media to tell the story. Tell it yourself.

https://www.leisureopportunities.co.uk/images/HCM2013_5ihrsa.gif
Clubs need to be proactive in their approach to media opportunities, says Patricia Amend
Latest News
Music service provider Rehegoo (pronounced Reh-air-go) has launched a streaming service for health clubs, gyms, ...
Latest News
F45 has launched a corporate partnership programme which will enable businesses to open an F45 ...
Latest News
A two-year research project will look to find ways to transform the UK's physical activity ...
Latest News
The best in the business from across the physical activity sector were honoured last night ...
Latest News
At UK Active’s Active Uprising event yesterday (30 June) in Birmingham, Hattie Jones, the head ...
Latest News
HCM understands researchers are moving closer to creating a pill to mimic some of the ...
Latest News
Establishing new data and insight services and strengthening relationships with both government and the NHS ...
Latest News
More than one in five (27 per cent) Americans belonged to a health club or ...
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Featured supplier news
Featured supplier news: How wearables-driven gamification will boost your business
It’s a known fact that gamification is an effective method to make everyday activities and work more fun.
Featured supplier news
Featured supplier news: It’s nearly time for Elevate 2022!
It’s now just days to go until your leading trade show for the fitness, physical activity and sports therapy industry kicks off in London!
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.
Featured operator news
Featured operator news: Serco Leisure wins 10-year Mansfield contract
Following a competitive tendering process, Serco Leisure and its partner More Leisure Community Trust Limited (MLCT) have been awarded a 10-year contract by Mansfield District Council to operate three centres in the town, starting 1 May 2022.
Video Gallery
Mindbody, Inc
Mindbody, Inc
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Company profiles
Company profile: Everyone Active
Everyone Active operates leisure centres in partnership with local councils across the UK. Today, Everyone ...
Company profiles
Company profile: Panatta Srl
Panatta is an historical fitness brand displaying one of the widest range of products in ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
On demand
Fitness On Demand: On demand
Management software
Premier Software Solutions: Management software
Spa software
SpaBooker: Spa software
Architects/designers
Zynk Design Consultants: Architects/designers
Skincare
Comfort Zone - Davines S.p.A: Skincare
Salt therapy products
Himalayan Source: Salt therapy products
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Fitness equipment
A Panatta Sport Srl: Fitness equipment
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
Property & Tenders
Diary dates
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
Diary dates
21-21 Sep 2022
Various, London, United Kingdom
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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