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
Les Mills International
Les Mills International
Les Mills International
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
HCM People

Shannon Hudson

Founder and CEO, 9Round
“I wanted to bring real kickbox training to the average person in the most convenient format, while taking out the worst part – getting punched in the face!”
HCM magazine
From VR to personalisation, here’s what we can expect to see in wellness in the coming months, says Lauren McAlister
HCM magazine
Fuel the debate about issues and opportunities across the industry. We’d love to hear from you.
HCM Magazine
Sponsored
BXR is one of the most exciting brands in the fitness industry. Co-founder Alex Nicholl gives us a glimpse behind the scenes
HCM Magazine
Research
Doing the recommended amount of exercise during weekends is just as beneficial as spreading physical activity out across the week, a new study has found
HCM Magazine
Editor's letter
For years the sector has used participation numbers as a measure of success, but policymakers are now calling for a change to measuring outcomes, so value can be established
HCM Magazine
Interview
Drop Fitness has launched its first site in New Jersey using a new model inspired by the gaming industry. The founder and CEO talks to Kate Cracknell
HCM Magazine
HCM People
It was important to create a high-end gym that offers as much value to the local community as it does to hotel guests
HCM Magazine
Editor's letter
The urgent need to represent the industry to governments globally has led to the commissioning of a new report into its impact on GDP by the Global Health and Fitness Alliance
HCM Magazine
Interview
The MD of Everlast Gyms is steering the business through a process of unification, rebranding and ‘elevation’, rolling out a hybrid model that he believes will take it to UK number one status. He speaks to Kate Cracknell
HCM Magazine
Latest News
World Gym International has launched a strength-only gym concept, which it says will cater for ...
Latest News
A new open water swimming venue will has been launched in the heart of Canary ...
Latest News
Peter Roberts, former CEO and founder of Pure Gym, has invested in Another Round, a ...
Latest News
Fitness markets around the globe are demonstrating "reassuring signs of recovery" following the pandemic disruptions ...
Latest News
Mark Sesnan, CEO of GLL, has pushed back on Tower Hamlet Council’s decision to take ...
Latest News
Ohm Fitness, a new franchised studio concept, has opened its first location in Scottsdale, Arizona. ...
Latest News
Easton Leisure Centre in the UK has announced a 100 per cent reduction in heating ...
Latest News
The Gym Group saw its membership grow by 10 per cent during the first six ...
Featured supplier news
Featured supplier news: Good news for the fitness industry, a unique opportunity awaits gyms
In just over two years, the fitness industry has experienced major disruptions to gyms, a boom in at-home fitness and the return of in-person workouts.
Featured supplier news
Featured supplier news: Peloton Commercial partners with Oracle Red Bull Racing to power high-performance fitness and wellbeing facility
Operating at the extreme edge of performance, a race team requires every element and working part to function at its very best – and that includes its people.
Featured operator news
Featured operator news: Parkwood Leisure celebrates four award wins and named Outstanding Organisation of the Year at the 2022 ukactive Awards
It was a night to remember at the 2022 ukactive Awards for Parkwood Leisure, as the leisure facilities operator picked up four awards.
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.
Video Gallery
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Sport Alliance GmbH
Company profiles
Company profile: FIBO Global Fitness
FIBO Global Fitness is the leading international trade show for fitness, wellness & health....
Company profiles
Company profile: Fitronics (CoursePro and TRP)
Fitronics is the company behind The Retention People (TRP) and CoursePro. We truly understand our ...
Supplier Showcases
Supplier showcase - Matrix Fitness: Rugby elite
Catalogue Gallery
Click on a catalogue to view it online
Featured press releases
Featured press releases: Power Plate® announce official partnership with Alpine Academy
Power Plate, the global leader in whole body vibration technology is proud to support Alpine Academy with targeted vibration products to help enhance drivers’ performance and recovery.
Featured press releases
Featured press releases: Pulse Fitness offers market-leading equipment at a fraction of the price with the launch of Pulse Resale
Pulse Fitness offers market-leading equipment at a fraction of the price with the launch of Pulse Resale
Directory
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
On demand
Fitness On Demand: On demand
Architects/designers
Zynk Design Consultants: Architects/designers
Fitness equipment
A Panatta Sport Srl: Fitness equipment
Salt therapy products
Himalayan Source: Salt therapy products
Management software
Premier Software Solutions: Management software
Skincare
Comfort Zone - Davines S.p.A: Skincare
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Spa software
SpaBooker: Spa software
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

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
World Gym International has launched a strength-only gym concept, which it says will cater for ...
Latest News
A new open water swimming venue will has been launched in the heart of Canary ...
Latest News
Peter Roberts, former CEO and founder of Pure Gym, has invested in Another Round, a ...
Latest News
Fitness markets around the globe are demonstrating "reassuring signs of recovery" following the pandemic disruptions ...
Latest News
Mark Sesnan, CEO of GLL, has pushed back on Tower Hamlet Council’s decision to take ...
Latest News
Ohm Fitness, a new franchised studio concept, has opened its first location in Scottsdale, Arizona. ...
Latest News
Easton Leisure Centre in the UK has announced a 100 per cent reduction in heating ...
Latest News
The Gym Group saw its membership grow by 10 per cent during the first six ...
Latest News
Mindbody has announced that Fritz Lanman will become the company’s new CEO from 3 September ...
Latest News
Parkour Generations has joined forces with Gymbox to bring parkour into the UK’s mainstream fitness ...
Latest News
Amazon has acquired primary healthcare organisation One Medical in a US$3.9bn deal that will see ...
Featured supplier news
Featured supplier news: Good news for the fitness industry, a unique opportunity awaits gyms
In just over two years, the fitness industry has experienced major disruptions to gyms, a boom in at-home fitness and the return of in-person workouts.
Featured supplier news
Featured supplier news: Peloton Commercial partners with Oracle Red Bull Racing to power high-performance fitness and wellbeing facility
Operating at the extreme edge of performance, a race team requires every element and working part to function at its very best – and that includes its people.
Featured operator news
Featured operator news: Parkwood Leisure celebrates four award wins and named Outstanding Organisation of the Year at the 2022 ukactive Awards
It was a night to remember at the 2022 ukactive Awards for Parkwood Leisure, as the leisure facilities operator picked up four awards.
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.
Video Gallery
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Sport Alliance GmbH
Company profiles
Company profile: FIBO Global Fitness
FIBO Global Fitness is the leading international trade show for fitness, wellness & health....
Company profiles
Company profile: Fitronics (CoursePro and TRP)
Fitronics is the company behind The Retention People (TRP) and CoursePro. We truly understand our ...
Supplier Showcases
Supplier showcase - Matrix Fitness: Rugby elite
Catalogue Gallery
Click on a catalogue to view it online
Featured press releases
Featured press releases: Power Plate® announce official partnership with Alpine Academy
Power Plate, the global leader in whole body vibration technology is proud to support Alpine Academy with targeted vibration products to help enhance drivers’ performance and recovery.
Featured press releases
Featured press releases: Pulse Fitness offers market-leading equipment at a fraction of the price with the launch of Pulse Resale
Pulse Fitness offers market-leading equipment at a fraction of the price with the launch of Pulse Resale
Directory
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
On demand
Fitness On Demand: On demand
Architects/designers
Zynk Design Consultants: Architects/designers
Fitness equipment
A Panatta Sport Srl: Fitness equipment
Salt therapy products
Himalayan Source: Salt therapy products
Management software
Premier Software Solutions: Management software
Skincare
Comfort Zone - Davines S.p.A: Skincare
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Spa software
SpaBooker: Spa software
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
Search news, features & products:
Find a supplier:
Les Mills International
Les Mills International
Partner sites