Positive role models: Media coverage of athletes like Jessica Ennis may help to get more women into the gym
sue tibballs women’s sport and fitness foundation • ceo
“H
istorically there has been a notion that being fit and sporty
is unfeminine, but we’re starting to see a shift in attitudes which is reflected in this change in editorial focus. Women’s fitness is becoming mainstream: more celebrities are getting involved in fitness and successful female athletes, like Jessica Ennis and Victoria Pendleton, are
making it aspirational to be fit and healthy. The shift in editorial focus among the consumer press could
help to reverse the decline in activity among teenage girls, especially if the industry provides the opportunities for them to participate. Currently only 10 per cent of 14-year-old girls are active enough to maintain fitness. Our research shows it is during the teenage years that girls start to disengage with sport, and school sport has a big role to play in this. Mothers are a powerful source of encouragement for participation in sport, so creating opportunities for families to be active at the gym together is a good idea, such as ‘mother and daughter’ classes. Most sports are male dominated, but gym membership is
around 50/50, so the industry has an important role to play in creating opportunities for women to get active.
” october 2012 © cybertrek 2012
matt roberts matt roberts personal training • ceo
“I
think this coverage is positive for the fitness industry, and I think
it coincides with healthier attitudes towards fitness and exercise. We have noticed two key things in the
last two to three years: people willing to change their lifestyle rather than looking for short-term fixes; and a focus on technique and achievement, with people
wanting help to complete a triathlon or a marathon. Although the celebrities we have trained have helped to
build our brand, we don’t use it for PR as it can be off-putting for many other people. We’re proud of everyone we train and always aim to steer people away from aspiring to look like a celebrity, but rather build their goals around what is achievable for them as individuals. What the fitness industry needs to do is keep driving up
standards and push its quality, expertise and understanding: sell memberships on the basis of how you can help people achieve their goals and make sure the service is provided to support people with these goals. Despite the low-cost model becoming so popular, people are willing to pay more and travel further if they get the results they want.
” Read Health Club Management online at
healthclubmanagement.co.uk/digital 31
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