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Business Review 2006 from
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Gym'll help fix it
Nick Hanley
MY, how times have changed! Can you recall those not too distant days when the gym was regarded as the exclusive domain of the steroid-pumped bodybuilder and you stood a better chance of getting a verruca on your foot than a six-pack stomach?
Now its everything from complimentary cappucino, fluffy towels, newspapers and DVD hire in return for your monthly membership.
Jersey is justly proud of its public sports facilities. Not only are we blessed with natural surroundings that virtually demand that we make good use of them but Education, Sport and Culture operate two sports centres at Fort Regent and Quennevais which are so popular that they boast an Active Card scheme membership of 3800.
In the private sector the main players are Fitness First with approximately 2,000 members and Club Carrefour with 1,900 members.
Thankfully, our government did not follow the example set by the UK in selling off school sports fields for property development. Hence our student obesity levels are lower and our physical activity levels significantly higher, so much so that a recent survey found that over 50% of us claim to achieve the recommended amount of physical activity (30 minutes five times per week) in comparison with only 30% in United Kingdom
We can feel confident that the health of our youth is in good hands but what of the older generations.
Prime time television programmes such as You are What You Eat, What Not to Wear and The Biggest Loser reflect the current public interest in physical appearance and well-being while the media obsession with celebrity has meant that the couch potatoes among us have been constantly bombarded by diet plans and exercise regimes endorsed by soap stars and chat show hosts.
The cynic might conclude that they are all no more than a passing fad but the billions being invested by the multinational giants of the sports clothing, shoe and nutrition industries would strongly suggest otherwise. The encouraging news for those considering investing in the health and fitness industry is that the public have finally accepted that meaningful weight loss cannot be achieved by dieting alone and that regular exercise is equally important
Gyms offer such exercise in many forms, including aerobics, pilates, spinning and yoga. The key is to appeal to those who prefer class exercise to music while also attracting those who require the individual guidance and motivation provided by a personal trainer.
There are countless reasons why individuals turn to fitness training. Apart from the most obvious one of the person wishing to shed a few pounds, there is the runner looking to improve his performances in a 10k or half-marathon, the former team sport player who is now too old to make the team but wants to stay in shape, the individual training for a charitable event such as the ITEX Walk or Race for Life.
Then there are the parents who realize that they need to improve their physical condition to keep up with their growing family on the beach or annual ski trip, the 50-somethings who have their lives back now the kids are off their hands to those who have been jolted out of their lethargy by a health scare experienced by another family member or friend.
A business which can meet the needs of the above should never be short of customers.
Choice
What separates us from our parents generation is the amount of choice and opportunity we now have and this has altered our perspective. We are less willing to save for that rainy day or put off until retirement what can be experienced now. It is now about quality of life not longevity.
One of the most striking conversations I have had recently was with two widowed relatives. Of course hindsight is a wonderful thing but they both bemoaned the fact that they had not done more together as a couple during the early part of their marriages. They were both under the impression that they would enjoy long and happy retirements with their loved ones and sacrificed accordingly.
And the medical evidence is compelling, physical exercise makes you feel good.
It does this by stimulating the release of hormones such as dopamine and serotonin in the brain while firing up the metabolism, essential if one wishes to burn off fat weight.
Employers are now increasingly aware of the benefits of developing a healthy productive workforce and the more enlightened encourage their staff to remain fit and combat stress by offering them corporate gym membership as part of their employee benefits packages.
It cannot be a coincidence that each and every client I work with remarks on how good they feel once they have committed themselves to a structured training plan.
The importance of careful monitoring and supervision at this stage cannot be overemphasized. For every person who has to be convinced of the benefits of training there is another who needs to be protected from themselves. As much damage can be done by overtraining as not training at all and too often the inexperienced overlook the need for rest and recovery.
To be sustainable, training has to be progressive. There are no short cuts. Increases in muscular strength or size do not happen overnight and improvements in stamina are achieved gradually. Most gyms will offer introductory day passes to allay the fears of those who may feel intimidated at the thought of visiting a gym for the first time.
If the progress of the last decade is maintained then the customer will continue to demand ever more efficient and convenient methods of attaining their fitness goals. London already has one high street outlet which offers 20 minute sessions utilising the latest Power Plate technology which emphasises speedy muscle fibre recruitment.
Only one thing is certain: we shall not be returning to the days of the spit and sawdust establishment, health and fitness is now a very significant part of the leisure management industry and customer demand will ensure that only those offering value for money will attract new members whilst retaining their existing membership.
- Nick Hanley can be contacted on .
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