BY PHILLIP MILLS
T
hree decades ago I was fortu- nate enough to recognize an opportunity in group fitness, and I have since watched this
trend evolve into a global business. In 2009, I’m convinced that the most im- portant trend is still group fitness, and by that I am referring to the collective health and fitness of the world. Protecting the environment is a ma-
jor challenge, but our industry is ideal- ly placed to play a major role in the so- lution. We’re in a hugely privileged and influential position because our cus- tomers are some of the world’s wealthi- est people: the lucky 20% who con- sume 80% of the world’s resources and create 80% of its waste. Healthy people consume fewer natural resources and produce less waste. Most notably, they use less health care. If we can win the battle against poor
eating habits and inactivity, both ma- jor contributors to upward spiraling healthcare costs, then money currently being spent on chronic illness can be diverted to more important endeav- ors, such as reducing carbon emissions. You may be surprised to learn that the forecasted cost of dealing with global warming, about $1.2 trillion (USD) per year, is just under half the forecast an- nual increase in U.S. healthcare costs over the next 10 years! For fitness clubs, the green trend is
an opportunity to educate clients about the link between healthy sustainable lifestyles and the health of our planet. But the trend is also a fantastic op- portunity to attract more customers, strengthen relationships with existing members and staff, save money and in the process save the world. My challenge to you in 2009 is to
start greening your business by taking these three simple steps:
1. BECOME ADVOCATES
Learn as much as possible about the
issues that surround sustainability. I rec- ommend these books as a place to start:
» The Omnivore’s Dilemma by
Michael Pollan
» Natural Capitalism by Paul Hawken, Amory Lovins and L. Hunter Lovins
» Collapse by Jared Diamond
» The Weather Makers by Tim Flannery
» Fighting Globesity by Phillip and Jackie Mills, M.D.
» The newsletter Rachel’s Democracy & Health News
Phillip Mills
CEO
Les Mills Group
Phillip Mills developed the Les Mills Group Fitness Management System which supports the operation of the eight Les Mills programs in 12,200 clubs in 73 countries. He is also the owner of a chain of 10 fitness-only clubs in New Zealand.
THE GREEN TREND – HERE FOR GOOD
2. GREEN YOUR FACILITY
Clubs committed to eco-friendly prac-
tices report improved community rela- tionships and increased market share. But just painting yourself green with clever marketing won’t work. Green ini- tiatives must be part of a wider commit- ment to business sustainability. At the Les Mills World of Fitness
clubs in New Zealand we‘ve just com- pleted an environmental audit of our business, which recommended ways to achieve a 20% reduction in our car- bon footprint. Needless to say, our club managers didn’t need much convinc- ing when they saw the corresponding cost-saving benefits: the immediate ini- tiatives will provide substantial annual savings for the chain totalling $121,500 (NZD) with payback in less than 11 months. The second 10% has a 20% return on investment in a four- to five- year payback period. Visit www.greenhealthclubs.org for a wealth of ideas for greening your club.
“THERE IS A PARADIGM SHIFT GOING ON IN BUSINESS, AND HUGE REWARDS NOW COME TO VALUES-DRIVEN BUSINESSES.”
3. CREATE A GREEN MISSION
There is a paradigm shift going on
in business, and huge rewards now come to values-driven businesses. The latest hot business book Firms
of Endearment: How World-Class Companies Profit from Passion and
Purpose, by Rajendra S. Sisodia, David B. Wolfe and Jagdish N. Sheth, demon- strates that people want to buy from and work for companies doing the right thing. Run by people passion- ate about more than just money, these companies reap the benefits of produc- tive employees, more-loyal customers, stronger relationships and more sus- tainable businesses. If we are sincere about improving
the health of people and the planet, we need to become more than just places people go to use cardio ma- chines and pump iron. We need to be- come true providers of holistic health and leaders in the field of sustainable living.
January/February 2009 Fitness Business Canada 29
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