Japan looks at America's health clubs - survey results

American Fitness, Sept-Oct, 1990 by Peg Jordan

JAPPN LOOKS AT AMERICA'S HEALTH CLUBS

The scrutinization of an American industry by the Japanese is nothing new. Autos, computers and electronics have all been examined, duplicated and often surpassed. In the long run, it's been an effective wake-up call for many U.S. corporations.

Now the Japanese have their magnifying glass out again, and this time, it's focused on the fitness scene--something many Americans consider born and bred of our distinctive "no limits" individualism. That may be the spark that fuels club enrollment, but the health club itself is first and foremost a business. How do fitness clubs measure up to their Japanese counterparts? How crowded are they? How high are the fees? How many extras are included in membership?

Conducted by Yasumi Murata, Director of the Institute, the survey was first intended to close any quality gap in the fitness field. Initial focus seemed to be on the club-to-population ratio, where they found some surprises. Noting that California alone had as many clubs as all of Japan, they decided to take a closer look at the specific features clubs included and the reasons people join.

On several instances, the survey analysts remarked that they were very surprised to find that a high number of clubs in the U.S. had memberships of less than 1,000. They expected to find the majority of clubs with very large memberships in the USA, "being worthy of the birthplace of fitness." What they found: In Japan, more swimming pools, more golf, a younger clientele and higher fees. In the USA: smaller crowds, longer hours, more extras like child care services, more part-time workers and more clubs per capita.

Four cities were included in the survey: Tokyo, Osaka, New York and Los Angeles.

Teach Aerobics/See The World

Fitness seems to be one Japanese import that has never been hampered by trade restrictions. High profile American instructors have been enjoying a decade's worth of consistent bookings to Japan, making $400 to $1,000 per day, while enjoying attentive students, subsidized travel and conscientious hosts. Ask instructors on their return from a Japanese teaching tour, and they'll tell you about the unbridled energy and enthusiasm for aerobic classes, competitions, club memberships and so on. They'll also tell you about the paradoxical settings--ashtrays next to LifeCycles, the world's smokiest elevators, skyrocketing stress levels and a missing link between exercise and a healthful lifestyle.

To most American observers, Japan lags about five to eight years behind the U.S. in total fitness consciousness. Interest is just picking up this year as the concept of total wellness hits more Japanese households, as packaged by David Emmerling's National Wellness Institute of Stevens Point, Wisconsin, People-Karch, International, along with new direction from the Japanese Wellness Association.

Doing more than its share to move fitness forward, AFAA-Japan, licensed in 1988, stands as the official certifying body for aerobic instructors throughout Japan. Over a dozen AFAA Consultants have travelled to Japan, assisting the rapidly growing association in offering workshops and master classes to the expanding population of instructors. Close on its heels, the Korean Aerobics and Fitness Association, another AFAA licensee, is catching the same Pacific Rim aerobic fever.

Peg Jordan, RN, is Editor-at-Large of American Fitness.