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Geoff Hampton

    Moment of Truth About Our Fitness State

  All Fitness Centers Need to Address This Crisis

By: Geoff Hampton

"The real enemy is the catastrophic state of poor health in our nation."

"The Moment of Truth" is a term that has been used in so many ways by so many different people over the last fifteen years that it has almost become nebulous. It's business implication is that the "moment of truth" relates to a "make it" or "break it" scenario that is related to successful customer service.

It is often temporary in its significance and in other instances it is totally illusional. For other business operators the concept is simply a lie designed to disguise a high percentage sales closing ratio. As an industry we need to take a good look in the mirror and decide who we are, where we are going and whom we are going to serve. We are clearly at the most defining Moment of Truth that we have ever faced. In the words of Country Music Singer, Aaron Tippin, "You've got to stand for something, or you'll fall for anything."

The time has come as an industry to draw the lines of separation and face the real enemy. The real enemy is the catastrophic state of poor health in our nation. The largest cross-sections of casualties in this epidemic are non-traditional health club prospects.

However, this is where the greatest need exists. There will always be a place for facilities that wish to cater to "fitness conscious" individuals. In the health issues test of commitment "fitness" and a beautiful body are not the issues.

The issues are rooted in the willingness of wellness/health club operators to create new programs (not memberships) and ideas that can serve the staggering number of individuals who are currently at risk for catastrophic illness and premature death related to their uninformed sedentary lifestyle. The issue stretches far beyond the historical initiatives that our industry has created thus far.

The reason that a new approach on a grand scale is needed is that in many cases, these at risk individuals cannot afford to pay for "Enrollment Fees" and "Monthly Dues". Many cannot even afford to pay for the programs! With this in mind, behold, The Moment of Truth. This is where the illusionists, deceivers and liars are separated from the committed.

It's Time for the Fitness Industry to Take a Stand

Let's all get on the same page. As an industry, a large portion of the for-profit sector has declared a "War" against the not-for-profits. At the same time this overweight society same for-profit sector embraces the illusionists who simply want to make money through high-pressure sales techniques, bait and switch advertising and other forms of chicanery. One simple entry into an Internet Search Engine for "complaints" against a large company such as Bally's Total Fitness reveals the depth of deception that is perpetrated on other operators who are led to believe by other industry leaders that this type of operator is an honorable one and one worthy of being associated with. In fact, companies such as this are often allowed to co-exist with other operators in clear violation of established codes of conduct as long as they pay their very large fee. This sends a sad confusing signal to communities and individuals throughout the country who need to address their current state of poor health.

The needs of our nation's (the fattest country in the world) deconditioned men, women and children are astronomical. They do not pertain to closing percentages and slick bait and switch advertising. The fact is that the majority of the at risk individuals that are being victimized by the national epidemic of obesity and related ailments fall into minority groups where poor lifestyle habits have created horrific health conditions. Getting these individuals to change their destiny involves education first and then support based motivation through moderate exercise and graduated nutritional reform. That is where the true need is. Who has tried to serve these populations historically? The purported enemy - the not-for profits. Now, the industry cries out to find help for these at risk populations.

"Men (and women) who walk in the middle of the road get struck by traffic going both ways."
-- Chinese Proverb
There is no middle of the road in this battle. You're either in or you're out. Look at all of the information and urging coming from The President of the United States, The U. S. Congress, The U. S. Surgeon General's Office, The CDC (Center's for Disease Control and Prevention), The Department of Health and Human Services, The President's Council on Physical Fitness and Sports, The Diabetes Foundation, The American Heart Association and the list goes on and on. It is in no way about pretty girls in tight Spandex. It is about life or death and every day quality of life.

There is an old saying that ironically enough is centuries old. The origin is attributed to an individual who was a medical practitioner. The saying is, "It is important to make time to be healthy now, or you will need to make time for illness later." This is completely applicable to today's health crisis.

Inner City Kids There are tremendous sums of Federal, State, Local, Foundation and other funds available to fight this battle with plenty more on the way. The catch? Not-for-profits only need apply (this is the enemy?)! In this instance, don't sound the alarm unless you intend to answer the call in a humanitarian manner. Don't disguise money making schemes as legitimate attempts to serve the underserved. The underserved are already suspicious of the wellness/health industry as a whole. This is the reputation that high-pressure sales, bait and switch operators have branded this business with. Yet the wellness/health community continues to embrace these unscrupulous operators as though they were brothers and sisters in arms fighting for the same cause. The general population are not fools as may be imagined. It's time to make clear this cloudy picture! The "haves" need to now serve the "have-nots" in this battle that simply boils down to common decency.




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