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COMPANY PROFILE PROMOTION
Clockwise from above: Sally Gunnell, fi ve-year-old Archie, and James Cracknell
“WE HOPE TO MOTIVATE SIGNIFICANT NUMBERS OF PEOPLE TO ACHIEVE LIFE-CHANGING FITNESS LEVELS”
How does Team Johnson fit into the equation? Team Johnson is our group of elite athletes who reflect our brand values. James Cracknell OBE launched the Team at LIW in 2011, and since then our ambassadors have been getting involved in various activities with our customers to engage, motivate and encourage participation. Examples include: • Olympic kayaker Dr Tim Brabants MBE officially launched the transformed gym at Imperial College London, and demonstrated the new equipment to students.
• Olympic gold medallist Sally Gunnell OBE opened the new Bury St Edmunds leisure centre gym before participating in a ‘meet and greet’ with customers.
• National cycling champion, 19-year-old Hannah Walker, inspired young riders at a British Cycling Inter-School Cycling competition.
So is the idea to breed a new generation of medal winners? Not entirely, and not all of our role models fit the traditional Olympic ideal. The key is inspiring and motivating individuals to achieve their own goals, be they general fitness, weight loss or competitions. For example, Matt Pritchard from MTV’s Dirty Sanchez
programme approached us for help when he and his brother Adam agreed to run a series of marathon distances dressed in an entire firemen’s outfit – complete with breathing apparatus. The purpose of their challenge is to raise awareness and funds for Welsh charity Ty Hafan,
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which offers comfort, care and support for life-limited young people. Our involvement – supplying equipment to help Matthew
and Adam build their stamina, and for the fundraising events themselves – is minimal, but the difference to the people that Ty Hafan supports is immeasurable.
Are there any plans for a project involving all of your ambassadors? Yes! We’ve witnessed the growing public interest in mass participation events, and are working in collaboration with the Tour of Britain organisers, our customers and ambassadors to harness this enthusiasm and use it to inspire individuals to train at the gym before participating in a Tour Ride event. We’ll be offering promotional support – including training
plans and blogs produced by our athletes – to help engage gym members and give them a reason to commit to an indoor training programme before they undertake the outdoor challenge. Additional support will also be available post-event to encourage ongoing activity. Our ultimate goal is to boost participation in the five UK-wide Tour Ride events taking place in 2012, and in turn support the causes that matter to each entrant. We cannot expect that gym goers will adhere to the training
programmes indefinitely, but with timely workout support and a suitably challenging end goal, we hope that we can motivate significant numbers of people to achieve life-changing fitness levels, and develop lifelong workout habits.
Read Health Club Management online at
healthclubmanagement.co.uk/digital may 2012 © cybertrek 2012
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