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Weighing the alternatives: reaching out to new members, health clubs are balancing weight management and workout programs

American Fitness, Nov-Dec, 1993 by Kathy Fortmann

Reaching out to new members, health clubs are balancing weight management and workout programs.

While 25% of Americans are obese, health clubs have found it difficult to interest these people in weight loss programs. It has been hypothesized the obese aren't attracted to weight management programs because either they aren't interested in losing weight, or they cannot afford a program. The substantially overweight individual also may be intimidated by health clubs. On the other hand, traditional programs such as Jenny Craig and Weight Watchers have been successful.

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Health clubs are striving to attract the overweight club member with specific weight management programs. According to IRSA, about 27% of clubs now offer weight management. Programs average about 10 weeks in length and the average cost per person ranges from $140 to $200.

Offering a weight loss program at a club can help retain current members or bring in new membership. Programs are offered in a variety of styles, such as group classes, individual programs or self-help programs. In a recent study, IRSA reported 40% of non-members enrolling in weight management programs eventually became club members.

Weight management can be marketed several ways. The club may offer the weight loss program for a specified number of weeks and include fitness classes or personal training. The club may or may not require eating from a specific menu or purchasing special food. To introduce a program, clubs either design their own weight management program, contract a packaged program from an outside company or lease space within the facility to a national weight loss chain.

In the past, clubs promoting weight loss failed primarily because they didn't properly market the program or have the expertise on staff to run it. In addition, management didn't recognize the long-term nature of a weight loss regimen. However, clubs have become able to provide effective weight management without extensive staff or expertise by purchasing "pre-packaged" programs. One such program is called "Think Light," based in Utah. Clubs can implement Think Light with minimal planning. An initial investment of $200 to $300 purchases the rights to the program, along with a planned campaign, including marketing materials, brochures, lesson plans and more. Clubs can also purchase the 12-week food plan for each member recruited. This includes menus, grocery lists, tapes and other motivational materials. Staffing is coordinated by the club, since the club can take any approach desired (i.e. group or individual).

Think Light is an educationally based program, providing sound nutritional advice. Food is not included with the program. "Our job is to guide dubs in implementing their own weight loss program," says Greg Philips, president of Think Light. "Over 2,000 clubs and corporate centers have successfully used the Think Light program."

One club that has successfully implemented Think Light is the Midtown Athletic Club in Albuquerque, New Mexico. Until last fall, the club ran its own program, with little success. "There was too much employee turnover, and the time and costs involved in training someone to run a program was too high," says Mary Jayne Johnson, director of fitness. She says the club chose Think Light because they agreed philosophically with the basis of the program and felt it was something their members or prospective members would buy. "The shopping lists are probably the best part," says Johnson. "People don't have to think about diet menus because the shopping lists tell them everything they need."

The program also focuses on relaxation and visualization. "Relaxation is important because people under stress tend to eat larger quantities," Johnson adds. "Visualization can help participants think about weight goals and enable the body to follow the mind."

Midtown Athletic Club offers program alternatives. Members who purchase Think Light are provided with personal fitness consultation. They can also enter an eight-week plan complete with seminars. Or, a person can just purchase the seminars designed by Think tight. Johnson notes the program is attracting participants without even advertising, but if interest starts to drop off, they may pursue some marketing techniques.

Another new program on the scene, for hospital-based health clubs, is the "Defeat D-Fat Challenge" marketed by Apple Health Systems in San Marcos, California. As a 10-week structured program, participants join five person teams and are given a workbook to follow, consisting of nutritional guidance and a workout plan. Each team accummulates points through diet and exercise. Team members who accummulate the most points are awarded prizes from the club. "The team is the power of the program," says Joe Kearney, president of Apple Health Systems. "Members often have friends outside the dub they want to form teams with, so the team concept helps bring in non-members. If non-member participants are allowed to use the club during the program, chances are they may join."

Weighing the alternatives: reaching out to new members, health clubs are balancing weight management and workout programs

American Fitness, Nov-Dec, 1993 by Kathy Fortmann

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