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Health Club Management

Health Club Management

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UNITING THE WORLD OF FITNESS
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Health Club Management

Health Club Management

features

Take a shower, build a well

Ray Algar takes a look at an initiative by Fresh Fitness in Denmark to help fund fresh water wells in Uganda

By Ray Algar, Gymtopia | Published in Health Club Management 2014 issue 4

Fresh Fitness is a fast-growing chain of low-cost gyms in Denmark. With low-cost all about providing just the core experience and nothing more, and members paying only for what they use and value, CEO Rasmus Ingerslev and his team introduced a small charge of 3 Danish Kroner for any members choosing to take a one-minute shower – that’s around US$0.50. This achieves two things: water consumption is reduced and money is raised. However, this was never about the money, so what should they do with it?

Let others be liberated by water
The insight Fresh Fitness had was that, while their members were enjoying a lovely post-workout shower, there were other people in the world with no access to clean, safe water. The idea was therefore to bring the two sides of this story together. Now, when a member takes a shower, the money they spend goes directly to the Danish Red Cross to finance new fresh water wells in Uganda.

Long-term commitment
Fresh Fitness believes in making long-term commitments, so it has agreed a three-year partnership with the Danish Red Cross with a pledge to donate a minimum of 100,000 Danish Kroner (US$18,000) a year. This is very different from much of the ‘charitising’ that takes place. What is charitising? It’s advertising the business dressed up as a short-term act of charity.

Results
As at January 2014, Fresh Fitness had already donated 200,000 Danish Kroner (US$36,000). This has enabled the Danish Red Cross to build two new fresh water wells in the Karamoja area of north-east Uganda, providing safe and clean water for 500 people for the next seven years. Villagers are also taught how to maintain the wells, giving them complete control over this critical resource.

Clean water changes everything
Imagine, rather than waving your children off to school this morning with their school bag, instead giving them a 23-litre jerry can and sending them off for three hours to collect water from a stream contaminated with animal waste. The choice in places like Karamoja is simple: school or water. This is why locally available clean and safe water transforms lives. It’s the building block for good health and unlocks time: time to read, to write, to attend school and to do what should be the right of every child – to play.

So what can you do?
Identify a social cause that your customers, staff and other stakeholders care about. Water matters, but perhaps your organisation wants to use its influence in some other way.

The important thing is to start something that matters. Why? That’s easy – because you can.

IN A NUTSHELL

- Project by: Fresh Fitness (Denmark) – www.freshfitness.dk
- Project location: Uganda, east Africa
- Project start date: June 2012
- Project status: Ongoing (three-year project)
- Impact: National
- Financial commitment: Minimum donation of US$18,000 a year for three years
- Gymtopia keywords: Environment, Health &
- Wellbeing, Helping Children
- Charities supported: Danish Red Cross

Gymtopia – a place where clubs do social good

Chief Engagement Officer Ray Algar
Chief Engagement Officer Ray Algar

Gymtopia was conceived by founder and chief engagement officer Ray Algar, who believes the global health and fitness industry has enormous influence and potential to do good in the world, beyond its immediate customers. The idea of Gymtopia is simple: to curate and spread remarkable stories in which the fitness industry uses its influence to reach out and support an external community in need. It was created with the generous support of various UK and overseas individuals and organisations.

Read more stories and submit your own: www.Gymtopia.org

http://www.leisureopportunities.com/images/HCM2014_4series.gif
Ray Algar takes a look at an initiative by Denmark's Fresh Fitness to fund fresh water wells in Uganda
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features

Take a shower, build a well

Ray Algar takes a look at an initiative by Fresh Fitness in Denmark to help fund fresh water wells in Uganda

By Ray Algar, Gymtopia | Published in Health Club Management 2014 issue 4

Fresh Fitness is a fast-growing chain of low-cost gyms in Denmark. With low-cost all about providing just the core experience and nothing more, and members paying only for what they use and value, CEO Rasmus Ingerslev and his team introduced a small charge of 3 Danish Kroner for any members choosing to take a one-minute shower – that’s around US$0.50. This achieves two things: water consumption is reduced and money is raised. However, this was never about the money, so what should they do with it?

Let others be liberated by water
The insight Fresh Fitness had was that, while their members were enjoying a lovely post-workout shower, there were other people in the world with no access to clean, safe water. The idea was therefore to bring the two sides of this story together. Now, when a member takes a shower, the money they spend goes directly to the Danish Red Cross to finance new fresh water wells in Uganda.

Long-term commitment
Fresh Fitness believes in making long-term commitments, so it has agreed a three-year partnership with the Danish Red Cross with a pledge to donate a minimum of 100,000 Danish Kroner (US$18,000) a year. This is very different from much of the ‘charitising’ that takes place. What is charitising? It’s advertising the business dressed up as a short-term act of charity.

Results
As at January 2014, Fresh Fitness had already donated 200,000 Danish Kroner (US$36,000). This has enabled the Danish Red Cross to build two new fresh water wells in the Karamoja area of north-east Uganda, providing safe and clean water for 500 people for the next seven years. Villagers are also taught how to maintain the wells, giving them complete control over this critical resource.

Clean water changes everything
Imagine, rather than waving your children off to school this morning with their school bag, instead giving them a 23-litre jerry can and sending them off for three hours to collect water from a stream contaminated with animal waste. The choice in places like Karamoja is simple: school or water. This is why locally available clean and safe water transforms lives. It’s the building block for good health and unlocks time: time to read, to write, to attend school and to do what should be the right of every child – to play.

So what can you do?
Identify a social cause that your customers, staff and other stakeholders care about. Water matters, but perhaps your organisation wants to use its influence in some other way.

The important thing is to start something that matters. Why? That’s easy – because you can.

IN A NUTSHELL

- Project by: Fresh Fitness (Denmark) – www.freshfitness.dk
- Project location: Uganda, east Africa
- Project start date: June 2012
- Project status: Ongoing (three-year project)
- Impact: National
- Financial commitment: Minimum donation of US$18,000 a year for three years
- Gymtopia keywords: Environment, Health &
- Wellbeing, Helping Children
- Charities supported: Danish Red Cross

Gymtopia – a place where clubs do social good

Chief Engagement Officer Ray Algar
Chief Engagement Officer Ray Algar

Gymtopia was conceived by founder and chief engagement officer Ray Algar, who believes the global health and fitness industry has enormous influence and potential to do good in the world, beyond its immediate customers. The idea of Gymtopia is simple: to curate and spread remarkable stories in which the fitness industry uses its influence to reach out and support an external community in need. It was created with the generous support of various UK and overseas individuals and organisations.

Read more stories and submit your own: www.Gymtopia.org

http://www.leisureopportunities.com/images/HCM2014_4series.gif
Ray Algar takes a look at an initiative by Denmark's Fresh Fitness to fund fresh water wells in Uganda
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Life Leisure is expanding its facility portfolio with the launch of an independent boutique fitness ...
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Almost half of children and young people (46.8 per cent) in England are doing the ...
Latest News
A local fitness operator with 11 clubs in Chicago, US, is looking to muscle in ...
Latest News
Fitness industry veteran Nick Coutts has been appointed chair of Danish fitness tech firm Motosumo. ...
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The improvements in health and wellbeing associated with exercise referral schemes aren’t as large as ...
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The Bannatyne Group has appointed Hugh Hanley as its new head of fitness. He joins ...
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Physical exercise can improve the health of blood vessels in the heart for people with ...
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Featured supplier: Pulse Fitness modernises Leiston Leisure Centre in £4m redevelopment
The Leiston Leisure Centre, owned by East Suffolk Council, reopened recently following a £4m redevelopment designed and implemented by Pulse Fitness.
Featured supplier news
Featured supplier: GLL chooses Ethitec’s Tiara9 system for its exercise-based public health referral schemes
The Tiara9 system has been selected by leisure trust, GLL, to support the nationwide rollout of its Healthwise GP referral programme.
Video Gallery
DFC: We do more...
DFC
DFC are a leading direct debit collection company, providing cash flow solutions to happy clients from all over the UK. Read more
More videos:
Company profiles
Company profile: EMD UK
EMD UK is the national governing body for group exercise. Funded by Sport England, EMD ...
Company profiles
Company profile: Xponential Fitness LLC
Xponential Fitness is the world’s leading franchisor of boutique fitness studios, with a portfolio of ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Fitness equipment
Octane Fitness: Fitness equipment
Management software
GymSales: Management software
Skincare
Comfort Zone - Davines S.p.A: Skincare
Audio visual
Hutchison Technologies: Audio visual
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Direct debit solutions
Debit Finance Collections: Direct debit solutions
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MyZone: Wearable technology solutions
Trade associations
International SPA Association - iSPA: Trade associations
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Fitness software
Go Do.Fitness: Fitness software
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Diary dates
10-12 Dec 2019
tbc, Fort Lauderdale, United States
Diary dates
21-23 Jan 2020
Harrogate Convention Centre, Harrogate, United Kingdom
Diary dates
28-30 Jan 2020
Ericsson Exhibition Hall, Ricoh Arena, Coventry, United Kingdom
Diary dates
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Holiday Inn San Francisco-Golden Gateway, San Francisco, United States
Diary dates
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Diary dates
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Diary dates
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Marriott Forest of Arden Hotel & Country Club, Birmingham, United Kingdom
Diary dates
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tbc, Pinggu, China
Diary dates
13 Jun 2020
Worldwide, Various,
Diary dates
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Diary dates
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Loews Coronado Bay Resort, Coronado, United States
Diary dates
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NEC, Birmingham, United Kingdom
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