“WE CAN CONTINUALLY SHOW PEOPLE THE DIFFERENCE THEY’RE MAKING TO THEIR HEALTH - BMI, CHOLESTEROL AND SO ON”
accessible to non-members, driving a more diverse customer base through the door. The next step, as Kerby explains, “is to look at how to blend these services with membership packages”. That will involve a further evolution of the health assessment process, already piloted in Nottingham and now set to be trialled at the Farnham site, which opens at the end of 2011. “The Farnham proposition is going to
be adult-only. When you join, as part of your membership you have a full health assessment – not a Health MOT but further tests that include a spinal postural assessment, stress assessment, sleep pattern analysis and hydration tests. It also includes a full nutritional analysis, really getting into what people are eating, their habits, their emotional relationship with food and so on. “It’s an in-depth assessment with
a physiologist, who will then work with the fi tness instructor to write an exercise prescription and a wellbeing programme that will allow us to
november/december 2011 © cybertrek 2011
monitor, and also help people with, behavioural change. “There will be a new membership
category with these additional services included, which will probably command around a 10 per cent premium. This will allow us to cater for those who are interested in their holistic health and wellbeing, without disenfranchising those who just want to come for fi tness – we are in the fi tness industry and we absolutely accept that some people just want to come to keep fi t. “These holistic programmes are
starting to look incredibly exciting. The industry has talked about programming for as long as I can remember – whether it works, whether it’s cost-effective. But how can you programme if you don’t understand what you’re really trying to change? If we can genuinely crack it in a way that brings the customer with us, I think it will be Nuffi eld Health’s success. “So phase one is getting a clinic into all
our sites, and really getting the Health MOT working. And phase two – our
Nuffi eld expects to have completed up to 70,000 Health MOTs by the end of 2011
platinum membership if you like – is the new package, the full holistic offering. If it proves successful, we’ll roll it out to all 15 centres that already have a clinic by mid-2012.”
managing risk She continues: “We’re positioning
ourselves as a place where your health and your fitness will be taken seriously, where you’ll be incentivised to do something about it, where you’ll have an opportunity to look at how to change your behaviour, and where you’ll have supported programmes to do just that. “After an MOT, we categorise members
by colour. Red fl ags are people who would normally need a GP referral letter to be allowed to exercise, but we aim to cater for them in our centres. Then there are ‘amber complex’, who normally
Read Health Club Management online at
healthclubmanagement.co.uk/digital 31
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