IMAGINATIVE AQUATICS PROGRAMS DRIVE INCREASED POOL UTILIZATION
out with vigorous kicks and punches in a martial-aquatics sequence; or 30-somethings running sprints synchronized to pulsating dance music; or 40-somethings desperately trying to avoid wiping out as waves crash around them. “The antiquated notion that pools are mainly for kids and seniors has been difficult to
t
overcome,” acknowledges Kimberly Huff, co-chair of the research committee for the Aquatic Exercise Association (AEA), a nonprofit educational organization based in Nokomis, Florida. “But the field has expanded, and the equipment has evolved in dramatic ways. The word is getting out that aquatic exercise can really improve physiques and enhance athletic abilities. As a result, we’re seeing increased participation, particularly among younger individuals.” Aquatic programming has clearly come a long way. The introduction of a wide variety of
trendy, effective, and rewarding options (e.g., water ballet), complementing other more tradi- tional programs with broad appeal (e.g., swim instruction), has proved a boon to many clubs in terms of participation, profits, and retention.
MAKING WAVES
IHRSA facilities that want to create a real splash—enlivening lethargic aquatic programs, or transforming adequate ones into exceptional ones—would do well to study the example of the Wave House Athletic Club (WHAC) in San Diego, California. The beach-front property, with more than 3,000 members, paying $32-$37 in dues per
month, offers all of the traditional fitness amenities and services—strength and cardiovascular equipment, personal training, yoga classes, etc. One of its unique—and we do mean unique—features is The Plunge, a 12,000-square-foot indoor pool that, when it made its debut in 1925, was the largest salt-water pool in the world, and, today, remains the largest fresh-water pool in Southern California. Among the famous who’ve fathomed its depths: film and swimming stars Johnny Weissmuller and Esther Williams.
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hat old stereotype—that health club pools are most frequently used by children taking swimming classes, or grandmothers wearing flowered bathing caps, their arms and legs undulating in leisurely aerobic moves—bears little resemblance to reality today. Now, if you dive deep into gym waters, you’re more likely to see 20-somethings lashing
By Patricia Glynn
www.
ihrsa.org | SEPTEMBER 2010 | Club Business Internat ional 37
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