Figure 1. RELATIVE IMPORTANCE
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Time is the main factor that people say prevents them from doing more exercise
physical activity into their everyday lives work carried out by Leisure-net suggests understand the link between leisure time,
in bite-sized chunks. With work-related that, for most people, costs are not the physical activity and better health – even
time pressures being the key driver of key barrier. The impact of programmes if they do not yet put this into practice.
this perception, working with employers such as Free Swimming and FIA
to integrate activity opportunities into initiatives around free gym memberships source of inspiration
the working day – before, during and will be the ultimate test of this, but Fifty-six per cent of the sample said the
after work – must be a priority. what is a certainty is that the sector London 2012 Olympics will encourage
Operators should continue to address must strive to improve the consumer’s people to be more active, but only 25 per
the false, but nonetheless common, perception of value for money of cent said it would encourage them
perception that you must spend hours in services provided. This means delivering personally – 65 per cent said it wouldn’t,
the gym to get results and achieve value results that are promised or presumed, while the remaining 10 per cent were
for money for your monthly membership as well as addressing the perceptions of unsure. These responses have polarised
fees. They must also remove physical leisure centres/health clubs which, for a since 2006 (see Figure 2).
barriers, such as poor changing facilities lot of adults, are based on experiences The leisure, health and fi tness
and lockers that don’t hold work clothes. from last using these places more than sector must maximise all opportunities
20 years ago. presented by the build-up to 2012.
cost issues However, it should not rely on it
Reducing fees was the most popular font of knowledge to be the panacea that will increase
response when it came to factors that Consistent with HAFOS surveys over the participation and memberships/usage of
might encourage people to use a local last four to fi ve years, the local leisure health clubs and leisure centres, because
centre or health club, and was quoted by 51 centre or health club continues to be the there is no evidence to suggest that
per cent of respondents. Next on the wish preferred location for receiving information this will be the case. We might expect
list was a better range of facilities/ and advice about improving lifestyle, with an impact on children taking up new
equipment (21 per cent), with better 49 per cent of respondents naming it – sports – as was recorded after high-
transport, more information and more above even local GP practices (45 per cent) profi le successes such as winning the
childcare facilities each accounting for 16 to and the library (33 per cent). Respondents Rugby World Cup and the recent cycling
17 per cent of responses. say they feel less intimidated about going success in Beijing – and an increase in
The perceived cost of being active is there than other possible alternatives. adults volunteering in sport-related
a particularly interesting and perverse The sector must use this research activities. However, the direct effect
factor. It is always the case that many to convince government and its health of such events on the physical activity
more people say lower prices would partners that it is the best delivery patterns of adults has yet to be proven.
encourage them to use facilities, partner for the activity agenda. Most
compared to the numbers who identify people know where their local leisure mike hill
cost as an actual barrier – focus group centres are, have visited them before and healthclub@leisuremedia.com
january 2009 © cybertrek 2009 Read Health Club Management online 63
healthclubmanagement.co.uk/digital
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