“Individuals with mental health conditions still face barriers to inclusion within the leisure market. This may make them harder to reach, engage and retain”
most health clubs have a strong policy for inclusion of individuals with physical disability – thanks to the Inclusive Fitness Initiative and Disability Discrimination Act – individuals with mental health conditions may still face barriers to inclusion within the leisure market. This may make them a potentially harder population to reach, engage and retain. Some of the potential barriers
may include: the stigma and misunderstanding attached to their condition and the issue of mental health; the effects of discrimination – it’s estimated that 39 per cent of people with a mental health condition are unemployed, which may mean the actual cost of joining a gym is a barrier for them; their personal fears and vulnerability; the lack of awareness of the importance of activity for mental health; and a lack of qualifi ed and knowledgeable exercise professionals who have the experience to work with this population group. However, in these challenging
economic times, attracting and retaining members – both with and without a
march 2011 © cybertrek 2011
mental health condition – must be a priority for all health clubs.
becoming more inclusive People with mental health conditions, perhaps more than any other group, will benefit enormously from regular activity and from the social element that’s found in health clubs, which adds a positive dimension to the exercise experience. A key effect of mental ill health is
isolation, whether self-induced or through prejudice and stigma; inclusion in a ‘normal’ exercise environment helps individuals to be part of a ‘social’ experience without having to be overly social. Health clubs could market their services to attract this client group by aligning with referral schemes and mental health charities. Jeannie Wyatt-Williams, co-ordinator
for the Welsh NERS, says: “Referral to structured exercise programmes offers the advantage of encouraging social inclusion instead of infl icting social isolation. The individual is also empowered to become an active participant in planning their personal care
pathway, which can result in improved adherence to new behaviour patterns.” While traditional classes or gym
training sessions may hold less appeal initially, there are other modes of activity that will appeal to this client group. Health clubs could offer bespoke gym, studio and pool sessions – for example, shorter gym or personal training sessions or introductory classes to yoga, step, aqua or pilates that suit reduced energy levels or accommodate the effects of the condition/medication, as this is an important adaptation for this client group. These shorter introductory sessions
may also fi t very well with the needs of other client groups, who may have limited time or who prefer a ‘little and often’, accumulative approach to exercising. It may also be a way of utilising otherwise empty studio times. Another suggestion would be the
inclusion of relaxation and mindfulness sessions. Both static and dynamic relaxation sessions of varying lengths could be included as part of the studio timetable, as could some stress management classes. These
Read Health Club Management online at
healthclubmanagement.co.uk/digital 37
PHOTO:
ISTOCKPHOTO.COM/©DEAN MITCHELL
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