olympic legacy
of games, activities or skills can link to a desire to be fi tter, and building fi tness can enable individuals to better take part in whatever sport they choose.” So how can operators tap into
the Olympic buzz? For example, is there a role for health clubs and leisure centres to provide sports conditioning programmes in the run-up to, and aftermath of, the Games – programmes that will complement the training of anyone who takes up a new sport off the back of the Games, and which could provide an added buzz to a gym fl oor to help engage existing members in a new activity?
SPONSOR AN OLYMPIAN Unless you’re an offi cial sponsor of the Games, you won’t be able to use Olympic branding or copyrighted material to hook classes on the Olympics. But one option to promote a sports conditioning offering is to gain endorsement from a sportsperson or team. While high profi le athletes like Usain Bolt and Tom Daley have been tied into big sponsorship packages, there are opportunities available with
Judofit was designed by British Judo and Freedom Leisure
Everyone Active’s online service has been created with the help of NGBs
Olympic and Paralympic hopefuls to develop classes with fi rst-hand insight into training techniques. The most comprehensive example
of Olympian-themed conditioning classes comes from the US, where 24 Hour Fitness – Offi cial Fitness Centre Sponsor of the US Olympic Team, and an offi cial sponsor of the United States
Olympic Committee (USOC) – is working with USOC to develop an Olympic-themed boot camp. This will be hosted by personal trainers at 24 Hour Fitness clubs nationwide. The boot camp will be designed to allow 24 Hour Fitness members and guests to experience what it takes to train like an Olympian and inspire them to achieve their own unique fi tness goals. Additionally, the company has partnered with four US Olympic and Paralympic athletes and hopefuls
for the 2012 Games – Kerri Walsh (volleyball), Tony Azevedo (water polo), April Holmes (Paralympic track & fi eld) and Rubin Williams (track & fi eld) – who will represent the company as Team 24 Hour Fitness Athletes. 24 Hour Fitness will work with the group to design exclusive workouts based around their sports. Approaching the Games, these signature workouts will made available to 24 Hour Fitness members and followers on the company’s corporate YouTube page. “We have research indicating that the
Olympic Games provide motivation and inspiration among viewers,” says Carl Liebert, CEO of 24 Hour Fitness.
“It’s our hope that our activation efforts to support Team USA will help generate extra excitement among our members and guests, and will encourage them to be their best.” A similar scheme is currently in
development at Sports and Leisure Management (SLM), trading as Everyone Active, which has sponsored fi ve athletes who are gearing up for Olympic success this summer. Part of the sponsorship package involves developing exclusive workouts and activity training plans for customers who have signed up to Everyone Active Online. This online service offers free activity plans, as well as video classes and workouts available for home or gym use – some of which are chargeable on a monthly or pay-as-you-go basis.
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