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Global Obesity Boom -- We Need to Reach the Inactive Population
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Global Obesity Boom -- We Need to Reach the Inactive Population
Four fitness experts offer advice on how to get people active to fend off global obesity epidemic.
Interview by: Lisa Ackerman |
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It seems that nearly every fitness research report title that I see these days indicates the health-compromising consequences of obesity. The way I see it, this is a call to our industry to make EVERY effort to reach that high percentage of people who are currently inactive. Of course, the question is, "How do we do that?" I tapped into a few of the great fitness marketing minds for suggestions of what clubs can do to draw in the currently inactive market.
Geoff Hampton:
"Unfortunately the individuals who truly need to exercise within the inactive populations are not exercising because it is not a priority to them. In fact many don't even realize that they are putting themselves at risk for many catastrophic illnesses, conditions and even premature death.
No advertising campaign will likely ever stimulate that interest in that market. What can clubs do? First of all clubs need to accept that advertising is not the answer to attracting those populations. Target specific programs (not memberships) and also member referrals will stimulate some activity for these folks who need to exercise. I don't mean "here's a guest pass" outdated approach. I mean engage existing and new members like this: "Mr. Member (or New Member - regular exerciser), we try hard to reach out to people who need to exercise and aren't and we haven't had much luck.
You probably know someone like that. It could be a friend, family member of co-worker. Do you know someone like that? Yes, most of us do. I have a free gift for you worth $105 (7 days guest pass fee of $15) that you could offer to that person. It gives them seven days of unlimited use of the club. We ask you, if you don't mind to serve as their mentor during those seven days. |
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Health clubs can make a major contribution in the fight against global obesity.
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We've found that people who exercise regularly can have more impact on these folks than we can. Would you mind trying that?" Then the person has message that may compel them to reach out someone they know who would not come to the club under any other circumstances. Programs and referrals serve as a valuable tool in addressing inactive markets."
About Geoff Hampton.
Tom Perkins:
"According to the CDC over 60% of the USA population is overweight or obese. The issues I see is that most fitness professionals have the illusion that they should work with athletes or celebrities.
If I were training folks still I would start a cause based program and get involved with community groups. Start with the local Chamber of Commerce, United Way, Rotary, Lions, Business and Professional Women to name a few. These groups have a list of all of their member companies.
 Every group is looking for speakers and programs for consumers related to just about anything fitness and or wellness. So make your first impression count. Make sure you have a professional speakers sheet that includes the topics you might speak on, your bio, headshot and testimonials.
As Bob Marley said; 'Get up, stand up. Stand for your rights. Get up, stand up. Don't give up the fight!'"
About Tom Perkins.
Pat Rigsby:
"There are a variety of things that health clubs can do to tap into the inactive market. Here are a few suggestions:
- Target nice markets. Part of the reason Curves grew as rapidly as they did was that they targeted a specific market and built their business to serve that market. But building businesses or programs to serve specific niche markets, clubs can more effectively make people feel comfortable and lessen the 'intimidation factor' typically associated with health clubs.
- Become more consumer friendly. Long contracts, aggressive sales tactics, minimal service and no guarantee of success deter many consumers. Whether consumers are going to the movies, a restaurant or the doctor's office they are assured of a probably outcome for their investment. At health clubs they simply get permission to use the facility with nothing close to a guarantee of their desired outcome. By lowering the required commitment and doing more to guarantee member success, clubs will increase consumer confidence.
- Provide more coaching. The average person has no idea when it comes to effective exercise - and why should they? They have jobs, families and dozens of other responsibilities so studying exercise science shouldn't be a priority for them. Because of that it falls to the clubs to provide the education and coaching required for their members to achieve success.
 Unfortunately, the only coaching most members receive with their membership is one or two sales consultations disguised as personal training sessions. If clubs want members to succeed, they need to provide much more in the way of guidance.
While these suggestions won't 'fix' everything, they're certainly a step in the right direction."
About Pat Rigsby.
Jim Labadie:
"I think many people - especially the severely overweight and obese - feel way too self-conscious about working out in front of a bunch of "beautiful people."
People want to feel a part of something. They want to feel accepted. And all too often clubs and fitness professionals completely discount the importance of human emotions. And that is a fatal flaw. Never mind what your prospect is THINKING. What are they FEELING? How can you make them feel accepted? How can you make them feel wanted?
I preach to all of my newsletter readers the importance of relationships and a sense of community. What kind of relationship do you have with your members? With your community?
Additionally, people love to have fun. Who doesn't? Promote your facility as a fun environment.
Oh, and most people don't care about health benefits. Sad, but true. They care about the fact they don't look good naked.  They care about the fact nobody is paying attention to them because of it. It's like hiding their medicine in their applesauce. Help people fit into their skinny jeans and their blood pressure will, most likely, take care of itself.
You want to attract this population? Create programs that are fun. That make people feel accepted. That make people feel part of a community. That deliver results."
About Jim Labadie.
About Lisa Ackerman
Go to About Lisa Ackerman.
More Like This…
Obesity in America -- The Enemy Within by Charles Remington
Childhood Obesity and Related Ills By Geoff Hampton
Combat Obesity By Symanthia Harper
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