Health Club Management May 2009

MAY 09 LETTERS
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Do you have a strong opinion or disagree with somebody else’s views on the industry?
If so, we’d love to hear from you – email: healthclub@leisuremedia.com
minimum standards needed
for those working with kids
Children’s health is clearly high on the of children to walk away from sport,
government agenda, and we welcome the exercise and physical activity.
initiatives and funding opportunities set We need to create a coaching culture
up to establish kids’ activity programmes that isn’t just based on knowing the skills
OCK.COM/ALDO MURILLO
in schools and local communities. But of a sport. We must develop skills in
.IST
why are there no minimum standards for leadership, child behaviour management
people working with kids? and disciplining. Adults need to

WWW
Surely the key to any successful understand how children think and why
programme are the people delivering they behave in certain ways. From this, PICTURE:
it. Adults have a massive influence on we learn how to engage kids at the Marketing to families could lead to
children – an influence that can stay with appropriate level and keep them coming longer-term commercial gain
kids for life. An adult who doesn’t really back to classes and activity sessions.
want to be there, or who is only intent Stephen Studd, SkillsActive CEO, says use of mosaic proﬁ ling
on producing the next David Beckham or employers should take a four ‘R’ approach to drive participation
Andy Murray, could lead large numbers with staff in these economically turbulent I was interested to read the article on
times: Retain, Re-skill, Re-deploy and the National Audit of Fitness Consumers
Re-engage. We should take this chance (HCM March 09), which looked at using
PICTURE:
to establish minimum standards for adults Mosaic profiling to identify segments of
working with kids – and let’s also take it the population with low take-up of fitness.

WWW one step further by ensuring prospective Yes, we should market creatively to
career progression. Not many people groups we’re not currently reaching. But
.IST
want to deliver holiday camps and participation is also about getting existing
OCK.COM/ALDO MURILLO
birthday parties for their whole career. members more active, more often;
We must reward loyal, skilled staff with increasing visit frequency is the biggest
a variety of opportunities that also help driver of retention and customer value.
children to be more active. There are huge gains to be had from
Let’s set the standards, set out clear targeting marketing towards consumers
opportunities for staff and set kids on a who will retain their memberships for
healthier path to their future. longer as a result. For example, our
The wrong attitude from an adult james porter research shows that targeting Mosaic
mentor could put kids off sport director, zigzag training academy groups including individuals who are older,
married and with a family can lead to
longer-term membership, with subsequent
the letter
Taking early legal advice can often prevent
health benefits for the consumer and
a problem becoming a dispute. The team at
commercial gain for the operator.
of the law Croner Consulting answers readers’ questions justin mendleton
sales director, the retention people
Q
Whatever happened with the test case on reclaiming charges imposed by
the banks? Am I free to reclaim them yet?
A
The Offi ce of Fair Trading (OFT) has been pursuing a long-running court A
pril’s franchise round-up
feature (p61) stated that,
battle with the banks, arguing that charges for unauthorised overdrafts are by bolting on RESULTS4U’s new
subject to the Unfair Terms in Consumer Contracts Regulations. If won, the OFT vibration studio, RESULTS4 V.T.,
will have the power to determine whether the charges are reasonable or not – and, clubs can expect to gain £500 in
if not, will be able to require the banks to refund them. The High Court and the extra membership. In fact, clubs can
Court of Appeal have both ruled in favour of the OFT, and the OFT was hoping expect £5,000 in additional revenue
fi nally to carry out its full investigation and make a decision later this year. But the each month. RESULTS FITNESS Ltd
banks have now managed to get permission from the House of was established in 2004, but started
Lords to appeal further, so a fi nal decision is delayed once again. franchising as RESULTS4U in 2008.
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