This page contains a Flash digital edition of a book.
ihrsa
review
On a more positive note, he drew
P
edro Videla, professor of attention to a long-term opportunity
economics at IESE Business for the health and fi tness sector: the
School, made a fascinating huge potential of healthcare.
presentation that delved into both the By 2050, he said, the average age of
global economy and the future of the the world will be 36 (it’s currently 24)
health and fi tness industry. and 30 per cent of the population in
A series of graphs and charts Europe will be aged 60-plus. Prevention
outlined the full extent of the current of disease through exercise will only
crisis; even the most fi nancially savvy grow in importance as state funding for
of delegates will, I’m sure, have found healthcare disappears and individuals
something in there to surprise and have to look after their own health.
david
depress them. Figures from the UK We must also, he stressed, realise
minton
and the US made particularly gloomy the value of the knowledge we have
reading. Debt over GDP in the US is within our sector. In the book Your
forecast to grow to 85 per cent by the Money or Your Life: Strong Medicine for
end of the Obama administration. The America’s Health Care System, Harvard
average UK family owes 150 per cent economist David Cutler looks at A PEOPLE-CENTRED SOCIETY
of its annual household income. In the return on investment (ROI) of a
the US, the country’s total real estate number of advances in healthcare – for
value has dropped the equivalent of example, US$4 paid back in healthy
one whole year’s GDP, so those who life for each US$1 spent between I
t will come as no surprise to
hear that the eighth annual
IHRSA Asia Pacifi c Forum in
felt rich now feel poor – the so-called 1950 and 1990 on technology to treat Tokyo, held in November, ran like
‘negative wealth effect’ – which puts cardiovascular disease. By comparison, clockwork. This was refreshing for
them off spending elsewhere. behavioural change spurred by medical the Europeans attending and taken
Indeed, warned Videla, around research and counselling – smoking for granted by the Japanese.
50 per cent of US health club cessation, better diet, exercise etc – The Fitness Industry
members have a household income has an ROI of as much as 30:1, with Association Japan (FIAJ) proved
of US$75,000-plus, with high levels exercise alone offering an ROI of 13:1 to be a most enthusiastic partner
of debt and high exposure to the between 1990 and 2000. for IHRSA, delivering the largest
negative wealth effect – a note There is, Videla concluded, an gathering in the history of the
of caution sounded against the integral role for the health and fi tness event, with 350 attendees from
widespread ‘recession-proof fi tness industry to play in any rational and 15 countries spanning four
industry’ consensus. coherent reform of the health system. continents. Praise indeed needs to
go to Tatsujiro Fujiwara-san, CEO
of Big Sports and in his second
psychographic, demographic, cultural and week. Recruitment is like building a term of chairing the FIAJ.
so on. A good leader is one who can get tribe, explained Renata, and you need to The forum began with some
beyond tribal differences and infl uence recruit on values – “culture is ultimately hard-hitting questions about
staff, whatever their mindset or beliefs; the only thing that distinguishes us from how the industry will look post
who understands what the emotional the competition, strengthening our recession, what consumers will
trigger is for each tribe to get them purpose and connecting us as a group”. be looking for, and how the
excited about the vision for the company. That culture is expressed at every industry will expand. Delegates
A prime example of this was presented touchpoint, from the way classes are heard from a number of speakers
by Steven Renata, international sales conducted to staff training and motivation. that the economic recovery
director for Les Mills International. For It’s also expressed through ritual: in remains slow, weak and L-shaped.
Les Mills, their instructors are their 1998, Les Mills began to use the haka to Consumer consumption is down,
tribe – 70,000-strong and spread over open its events, going on to create its hitting most brands. Demand
more than 80 countries, leading classes own haka based around the messages is not expected to pick up
for more than six million people every of health and fi tness warriors, challenge, before 2015, by which point the
the obesity epidemic/sedentary lifestyles, Japanese are expected to have
mind-body-spirit and the potential to do moved towards a people-centred
more. And at the heart of its haka lies society. This will be a small step
the all-important Les Mills value of ‘One for the Japanese, for whom
Tribe’, the notion that there’s “an army respect and pride is ingrained,
of me”, a tribe of instructors all “inspired producing a service culture
to empower others, sharing the same second to none – but it could be
instinct” and – a point made by a number a large step for the rest of us.
of the presentations and vital to the sense
of tribe – “part of something bigger”.
david minton,
director,
Delegates gather at the end of the kate cracknell the leisure database company
2009 IHRSA European Congress healthclub@leisuremedia.com
66 Read Health Club Management online january 2010 © cybertrek 2010
healthclubmanagement.co.uk/digital
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78
Produced with Yudu - www.yudu.com