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Should we offer fi nancial incentives to those who attend the gym regularly, as a way of encouraging an exercise habit?
derek crawford simon jones
national fitness manager • fitness first marketing and promotions officer, cultural services •
basildon council
“M
embership cost is important
to most people, but providing
value and a great experience encourages “O
ur pilot project, which has a
working title of Own Goals,
people to use the gym more. is part of Basildon’s Get Out There
One of the ways we offer value scheme – an initiative which has been
is through our BodyFirst induction created in response to the government’s
programme, which includes three Change4Life programme.
45-minute PT sessions, booklets, an The idea behind Own Goals is to get
assessment, and nutritional advice – all 50 local people, who may previously
for £30. There’s also a full money-back guarantee if members have tried weight management or a gym without success, to
complete the first three sessions as well as seven independent step forward. We’ll then bring them together for an evening and
sessions in the first month. Our rationale behind this guarantee is offer them health and nutritional advice, ideas for incorporating
that we know from research that the first month of membership physical activity into their lives, and tips from a life coach.
is critical to help members achieve a new habit – something that The people will be weighed and set five goals they want to
benefits both the member and Fitness First in the long term. achieve in relation to their health. After three months, they’ll
While it costs us more, the money-back guarantee is a be weighed again. As a reward, we’re offering each person
more generic, one-size-fits-all solution than providing rewards £1-worth of Asda vouchers (to be spent on healthy food) for
and gifts. It means we’re more likely to appeal to more new every pound of weight they lose. We chose this reward over
members. However, we already reward and incentivise referrals money or gifts as we wanted to make the connection with
from existing members with tiered levels of gifts. healthy eating. We have no expectations or targets to reach, as
So far, the take-up has been very positive, and we’ve also this has never been done before, but I think it’s the best way. If
seen an improvement in member retention among those who we have 40 people come back who have all made a difference
have purchased BodyFirst.
”
to their lives, that would be great.
”
september 2009 © cybertrek 2009 Read Health Club Management online 31
healthclubmanagement.co.uk/digital
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