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ihrsa
review
european market
Tapping into a member’s intrinsic
motivation to exercise and constantly report 2008
interacting with that member, creatively
fi nding ways to help them achieve their
deep-rooted goals, is key – but, said
Jarvis, very few instructors think this way.
People come into the industry with a
passion, he explained, but then they lose
it. “Something’s wrong with an industry
when it takes people’s passion away.”
Echoing previous presentations, Jarvis PICTURE:
spoke about the importance of frontline
staff in member retention. “If staff can’t

WWW
do something, we send them on a training
course,” he said. “But very often they’re
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simply not using the skills they already
OCK.COM/PETER GARBET
have. All staff have the skills to talk to a
member, for example. They just don’t do
it. The problem is their attitude.”
Attitude, he said, is based on a
company’s culture – its fundamental
belief system – which is dictated by its
leaders. If the CEO were to point out a
member and ask instructors how that he 2008 IHRSA European The 2008 IHRSA European Market
person was doing, it would communicate
to staff that member results were
important. It is not what you say but
what you do that counts; leaders must T
Market Report presents a Report provides a snapshot of the
snapshot of the estimated European health and fi tness industry
€22.76m European
health and fi tness market, across the six countries with, on this
invest their own time in the things they profi ling the leading European countries occasion, interesting year-on-year shifts
want their staff to focus on. and providing an overview of trends. noted in gender split and age groups.
And everyone can be a leader if they The UK remains the largest market There were two signifi cant changes in
have the right attitude, according to Jarvis. in terms of value – €4.75m compared the profi le of UK membership. Firstly,
Leaders must inspire a shared vision and to second-placed Spain on €3.6m. It 53 per cent of all members were male in
empower people to deliver it through a ranks second, after Spain, for member 2007, marking a 7 per cent change from
culture of personal responsibility. They numbers (7.2 million), but manages only 2006 when the majority of members
must challenge the process and change equal fourth in terms of penetration – were women. A similar change was
what’s not working in manageable steps, after Spain, Sweden and the Netherlands. noted in Spain – a 6 per cent shift
continually assessing progress. In the meantime, both in terms of towards males, who now account for
The principles of leadership and the number of members and penetration 53 per cent of members. In the other
process of change are the same at both rates, Spain has risen from second place four markets, the majority of members
an individual and a company level, Jarvis last year to rank fi rst on both measures, are women, ranging from 52 per cent in
added. If we instil leadership attributes with 7.5 million members and 16.6 per Germany to 73 per cent in France (up
in our staff, they’ll use them with our cent penetration. from 66 per cent in 2007).
members – understanding them, setting The second shift in the UK was a
a desired outcome the member can own, updated profi les growth in the proportion of younger
planning for success by keeping it simple, Of the 40.7 million members across members. In 2006, 5 per cent of UK
encouraging them, tracking results. At Europe, IHRSA’s annual consumer members were aged 14–17, 36 per cent
the moment, however, the industry keeps tracking study conducted by GfK were 18–34, 38 per cent 35–54, and 21
doing the same thing without getting indicates that 31.85 million are located per cent 55+. In 2007, only one of these
the desired results, Jarvis concluded. within the six dominant markets – Spain, groups remained static – the 35–54s,
Changing beliefs – challenging a culture the UK, Germany, Italy, France and the dropping just one point to 37 per cent.
– is hard. It can only be delivered by Netherlands. The study observes the The 55+ age group now sits at just 14
signifi cantly and consistently changing differences in health club membership per cent, while 14–17s are on 8 per
behaviours and, with it, fi nding evidence
to support a new belief system. But if the
industry is to survive, we have to change.
The UK is the largest market
The ninth annual IHRSA European
in value – 4.75m compared to
Congress will be held in Dublin,
second-placed Spain on 3.6m
Ireland, on 22–25 October 2009
56 Read Health Club Management online january 2009 © cybertrek 2009
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