interview
have more than fi ve risk factors – again, we drill down to really understand the issues and provide them with the appropriate programme. Ambers just need a light touch and a bit of advice and suggestions along the way. And people categorised as green are good to go. “Unbelievably, only 35 per cent of
those who’ve gone through our MOT are green; 3 per cent are red and the remainder are amber or amber complex. But people aren’t aware of their conditions. And trying to explain, via messaging into the market, why it’s important to look at your underlying health is a diffi cult thing to do, because people don’t connect with it. People don’t think about their health in real time – they only think about it when they’re sick. They don’t recognise the risk factors they can address now in order to potentially improve the longevity of their life, and certainly improve their quality of life in the short, mid- and long term. “So the challenge is getting people to
understand the concept of risk, not in a way that we make them fearful of it, but just in a way that lets them know they have a choice. We’re not saying
‘never drink alcohol, never have a bar of chocolate’ – it’s not about preaching. We just want to help people realise they have choices to make every day that will impact on their health. If we can get the whole risk management side of things really working, I think it will put clear water between ourselves and the rest of the fi tness sector. “Once we get people into our centres and start having these conversations
32
with them, they start to connect with this more. But you have to make it more experiential. We run ‘meet the experts’ sessions, for example, which have engaged 38,000 members since they launched early last year – sessions such as cancer self-awareness checks with our doctors. At that particular event, the queues were so long we could barely satisfy the requirement.”
making a difference Kerby adds: “We also run Marks &
Spencer’s mammography bus, looking after all of its female staff – we do about 10,000 breast screenings a year for them. Now that our clinical services and fitness divisions have come closer together [Kerby was formerly MD of Clinical Services, before being handed the brief to integrate the two sides of the offering in the consumer arena],
Read Health Club Management online at
healthclubmanagement.co.uk/digital
Kerby says the company recognises that some members will just want to visit for fi tness
we’ve been parking the bus outside our centres, so our members now have access to breast screening if they want it. “It’s anecdotal, but there’s a story
that I’m very proud of. We had a lady in Cannock who was under the NHS age for breast screening, which is currently 50. She was 40 years old, and a member of our centre, and decided to have the check. She was found with a lump, had that lump removed, and we’re now helping her with her recovery through our centre. “She sees Nuffi eld Health as part of
saving her life, and that’s where we should be – health awareness at a much, much more serious level is, I think, part
november/december 2011 © cybertrek 2011
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