FITNESS
them more likely to enjoy them- selves when exercising. When it comes to resist-
ance workouts, Kravitz refers to previous studies measur- ing grip strength and observes that “listening to sedative music decreased strength signifi cantly when compared to stimulative music and silence. However, no statistical signifi cant diff erence was seen between stimulative music and silence”. Kravitz warns that, as sedative music may actually decrease a per- son’s muscular fi tness potential training ability, those in charge of fi tness suites in spas should be mindful of the types of music guests are exposed to when using strength equipment. It may be worth considering that, at least in this area of the facil- ity, no music at all may be the best option for exercisers. Researchers will no doubt continue to debate the science
– whether music has a proven physiological eff ect leading to better results, or whether it simply boosts enjoyment of, and therefore adherence to, exercise. Either way, getting the right music mix certainly seems to have a role to play in fi tness facili- ties. However, with Karageorghis’ research suggesting that taste is a major factor, oper- ators must cater for the musical preferences of, if not everyone, then as many people as possible. So how can they do this?
IN-HOUSE MUSIC: DAYPARTS, DEMOGRAPHICS AND ZONES
“A Nielsen study commissioned by Zoom in 2009 showed that 83 per cent of people working out noticed our in-house music TV programming,” says Alex Peacock, MD of Zoom Media – owner of ClubCom, the entertainment and customised messaging solution for fi tness centres. “T e study also explored how people use their fi tness facility, where they spend their time and how long they’re in certain areas, helping us meet their entertainment needs during their visit. “It’s impossible to provide the perfect selec-
tion for everyone, but understanding the average age and typical user demographic at any given time of day allows us to provide the most relevant mix of music, tailored by day-part and on a site-by-site basis. “T e aim is to provide a varied, carefully
structured mix of music that includes songs guests are happy to listen to in a fi tness envi-
According to the Aerobics and Fitness Association of America, the optimum tempo range for burning calories is 118-122 BPM
ronment, even if it’s not typical of the music they would listen to at home.” Peacock adds that spa operators, especially
those who off er fi tness memberships, could follow the lead from health clubs. “We can provide customised ‘Vote for Your Music’ website portals for each of our customers: members are asked which club they use and what time of day they visit, and are then asked to score a series of music clips. T is data is collated and presented to the club on a monthly basis to help ensure its music selection is relevant and popular.” Diff erent areas of a fi tness facility also
have diff erent requirements. Tempo is key in the CV area – research by the Aerobics and Fitness Association of America suggests the optimum range for burning calories during exercise-to-music activities is 118-122 BPM. A number of genres may be appropriate, but ensuring all music in this area maintains a tempo of 110-130 BPM will improve an exer- cisers’ ability to keep pace.
IPOD PLAYLISTS: BESPOKE, TARGETED PROGRAMMING
“One key way to add value to your off ering is to provide services that extend beyond the four walls of the fi tness facility,” says Clare
72 Read Spa Business online
spabusiness.com / digital
Crean, MD of AudioFuel, which provides custom-written music for fi tness fanatics. “Our product’s perfect for that. We can
co-create products using a facility’s fi tness instructor – tailor-made walking or jog- ging programmes, for example, to suit their members/guests’ needs. T ese all come with bespoke voice-overs along the lines of: ‘Hello and welcome to the [operator/club name] AudioFuelled training session for begin- ners. Whether you’re using this to walk to work, walk the dog or as part of a lunch- time workout, repeating this session three or more times this week will help you burn calories, increase your fi tness levels and make you feel great’. “Similarly, we can provide programmes for
people training towards specifi c events or challenges” – AudioFuel has recently collab- orated with the Virgin London Marathon to create a new music-based training resource for marathon runners. “T is is all delivered digitally via the inter-
net: links to these programmes could go out as part of a weekly email or be downloaded from a dedicated page on our website. Alter- natively, more simply, we could create an affi liate programme with a fi tness facility: we’d give our product to the fi tness instruc- tors or personal trainers to try, and they could recommend it to users who’d get a special discount code to redeem against any product in our shop.” ●
SPA BUSINESS 3 2010 ©Cybertrek 2010
PHOTO: AUDIOFUEL
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