Safe health havens

The "State of the Industry" address, presented at the International Health, Racquet and Sportsclub Association's (IHRSA) 10th Annual International Convention last April, reported a steady increase in the number of American adults who are joining health clubs and exercising on a regular basis. In fact, approximately 20 million are members of health club/fitness centers, according to IHRSA.

With memberships almost doubling in the last 10 years, health club growth has been significant. However, 20 million represents only slightly more than 10% of the population. This suggests almost 90% of American adults are probably not exercising. In addition, the Surgeon General's Report on Physical Activity and Health, which was released in 1996, verified approximately 60% of American adults do not exercise to a level that would manifest physiological and health benefits. The report revealed 25% of American adults do not exercise at all.

On the surface, this would appear as bad news to the AFAA Fitness Practitioner[R] (AFP). However, these figures indicate that a huge untapped market awaits an ambitious, certified AFP.

In 1989, IHRSA commissioned a study that evaluated why adults were not becoming health club members. The study, "The 1% Solution," surveyed 1,300 sedentary adults ages 35 and over who were non-club members. The study found that 99% of those questioned indicated that they did not join health clubs because they were concerned club exercise professionals were not skilled to deal with their special health needs. In other words, they feared they would not receive quality leadership.

Hospital-affiliated wellness center membership demographics support IHRSA's study. These centers boast membership whose mean age is over 35 years and comprised of individuals who have never been health club members (even with community access to non-hospital affiliated commercial facilities). It appears these individual joined the hospital facility and began to exercise because they felt safe in a health care-affiliated center.

One can conclude that a large percentage of non-existing American adults would be more inclined to begin an exercise program with a certified AFP. Therefore, it is important for the AFP to realize an opportunity exists to embark upon a marketing campaign. AFPs must communicate their skills, qualifications and assure clients they will be safe in following their leadership.

The following messages or themes are recommended to attract non-exercising American adults.

* "I care about your health and the health of your family."

* "I am dedicated to improving your health."

* "I will work closely with your personal physician and with his or her direction to help you improve your health with regard to any special conditions you may possess."

Americans are telling us why they are not exercising. As AFPs, we must respond.

COPYRIGHT 1997 Aerobics and Fitness Association of America
COPYRIGHT 2004 Gale Group