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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
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15-16 Jun 2022
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01-07 Dec 2022
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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
People with early-stage Parkinson’s should do regular exercise to slow down the progression of the ...
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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 ...
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Planet Fitness has signed an agreement to acquire Sunshine Fitness – an operator of 114 ...
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Featured supplier news
Featured supplier news: Quoox lowers the barrier-to-entry for its flagship CRM system
Known for its innovation and for providing one of the most comprehensive gym and fitness facility software management products on the market, Quoox is causing a stir with its new pricing model.
Featured supplier news
Featured supplier news: Focus on health to attract and retain new members in 2022
The ‘health seeker’ is a term being used a lot within fitness right now, as recent surveys have shown.
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.
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.
Company profiles
Company profile: Orbit4
Orbit4 is the umbrella brand for FitnessCompared, FitnessFinance, WeServiceGymEquipment and WeBuyGymEquipment....
Company profiles
Company profile: Rocca Creative Thinking Limited
Rocca. is a tech organisation specialising in sport and physical activity. It works with NGBs ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Management software
Premier Software Solutions: Management software
Skincare
Comfort Zone - Davines S.p.A: Skincare
Salt therapy products
Himalayan Source: Salt therapy products
trade associations
International SPA Association - iSPA: trade associations
On demand
Fitness On Demand: On demand
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Architects/designers
Zynk Design Consultants: Architects/designers
Spa software
SpaBooker: Spa software
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Wearable technology solutions
MyZone: Wearable technology solutions
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
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
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