Fitness Business Canada January/February 2013

» Canadian Forum

Evolution or Revolution for the Fitness Industry?

BY SUSANA ABREU

all about: sculpting bodies, boosting clients’ societal status, and being on the forefront of new trends that made fitness more fun. As a young woman new to the in-

T

“I believe that understanding

the importance and complexity of behaviour

modification...is one key to helping our clients.”

dustry, all that truly mattered to me was stay- ing physi- cally fit and find- ing the coolest sports out- fits (or so I thought when I wore those uncom- fortable thongs!) and the lat- est music to inspire my high- intensity group fit- ness class- es. It was all very simple. I never

gave much thought to what the industry would look

like two decades later. It is only over time that I have come to understand the importance of a more holistic ap- proach to fitness. Over the last two decades, my perspective on fitness has changed

54 Fitness Business Canada January/February 2013

wenty years ago, when I began my career as a fitness profes- sional, it seemed clear to me what the fitness industry was

significantly. Today, when I think fit- ness, I think of overall fitness and overall health. Fitness goes beyond the physical appearance, beyond losing that last twenty pounds and beyond constantly trying the latest fitness trends to finally achieve the perfect body shape. I recently attended Club Industry,

one of the largest fitness conference/ trade shows in North America, in Las Vegas. As I walked though the trade- show, I realized that the fitness in- dustry has greatly evolved in terms of technology, but not in a way that always meets the needs of the North American population.

• According to US health statistics, by 2030 sixty-five percent of the US population will be obese. The finan- cial impact of such an epidemic may very well bankrupt the country.

• The Public Health Agency of Canada reports that one out of ev- ery four Canadian adults is obese, and between 1981 and 2009 obe- sity numbers have doubled. It esti- mates an increase of $7.1 billion in health care costs associated with eighteen chronic diseases linked to obesity.

How is it possible that we are facing

such a deplorable future, given that we have more fitness facilities, trainers, equipment, and fitness programs than ever before? We need to educate ourselves, de-

velop more personal awareness, be open, and empathize with individuals who struggle with adhering to a fit- ness program.

Susana Abreu is co-owner of On The Edge Fitness Educators Inc. She holds a BA in Psychology from the University of British Columbia and is a registered BCRPA Supervisor of Fitness Leaders. Susana’s main profession- al goal is to educate people of all ages on the wonderful mind, body and spiritual benefits of regular physical activity. Contact her at www. edgefit.ca.

For many people laziness or lack of

desire isn’t at the heart of the matter. It may be financial limitations accentu- ated by the recession, mental health is- sues like depression and anxiety, lack of support, or a host of other reasons. Although it may sound altruistic, I

am convinced that we in the fitness in- dustry can make a huge difference. We can help turn things around—one cli- ent at a time, one participant at a time. How do we do this? We can educate people about the

importance of identifying strategies – like building a strong support network – that can help them be more physi- cally active. But our clients need more than ex-

ercise programs. I believe that understanding the im-

portance and complexity of behaviour modification, for example, is one key to helping our clients. It would have been so refreshing to see a booth at Club Industry that educated fitness leaders on topics that embrace a more holistic approach to fitness. As fitness professionals we have a

great opportunity to help others and, in doing so, to help change many mis- conceptions about our industry. We are no longer all about beautiful bod- ies, the latest workout or the fanciest equipment. Our industry is about health and

balance, about educating the human mind and body, and about helping to build healthier communities. FBC

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