Exercise motivation—it's not in your wallet

American Fitness, May-June, 2004

Americans should be careful not to mistake their financial commitment to fitness as sufficient exercise motivation, warns Jazzercise[R] founder and CEO Judi Sheppard Missett. She says that without lifestyle and behavioral changes to support it, the surge of American spending on home exercise equipment and health club memberships only represents more money spent, not improved health.

According to the Sporting Goods Manufacturers Association (SGMA), home exercise equipment sales more than doubled during the past 10 years, a decade in which health club memberships also saw a 63 percent increase. A closer look reveals the number of people who exercise more than twice per week remained stagnant during this time, despite increased sales. Furthermore, SGMA reports that fitness equipment goes unused in nearly one-fifth of equipment-owning households and annual health club turnover rates hover around 30 to 40 percent. Not suprisingly, Centers for Disease Control (CDC) statistics indicate that despite increased spending on equipment, the American waistline continues to expand. An estimated 64 percent of adults are either overweight or obese--a number that grows consistently every year.

"Since the 1960s we've become increasingly aware of the need to exercise," Missett says, "but that awareness doesn't always translate into behavior. We all have good intentions and invest in tools we think will improve our health, but in my 34 years advancing healthy lifestyle, diet and exercise principles, I've found that it takes more than a financial commitment for most people to start exercising. Though purchasing fitness equipment or a club membership is a good step toward fitness, they will only be as effective as they are motivating."

Motivation Through Community

Representative of the group-format exercise industry, Jazzercise[R] enjoyed its best year ever in 2002 and saw that growth continue in 2003. This trend suggests people may find motivation to exercise in the inherent accountability group classes provide. As people become intimidated by health club machines or lose interest in personal equipment, they find inspiration in other people striving for the same goals. According to Missett, this community support, combined with a fun and effective program, is a great way to motivate people to take active steps towards better health.

For Jazzercise[R], building supportive exercise communities has been particularly successful in helping students maintain healthy lifestyles. The company has preserved its roots in American communities by holding classes in churches, community centers and schools, with instructors that project a realistic fitness image. Most Jazzercise[R] instructors began as participants, helping them relate to their students and create a supportive atmosphere.

Patsy Houston, a nine-year Jazzercise[R] veteran from Charlotte, North Carolina, says the supportive atmosphere of Jazzercise[R] has been essential in keeping her inspired. "This is the only program where I actually made friends and the instructor took a genuine interest in getting to know me," Houston relates. "At Jazzercise[R], they want you to come to class. Other programs will take your money forever and never know if you've even been to class."

Rita Janda of Manitowoc, Wisconsin, agrees. With 15 years under her belt, Janda credits her instructor with motivating her to adopt a healthy lifestyle. "She is a best friend who really cares about our total being. We are truly one big happy family when we are in class."

For more information, call (800) FIT-IS-IT or visit www.jazzercise.com.