Providing scientifi c evidence of
fi tness benefi ts is vital for gaining the support of government and other partners, says Jiménez
public readiness And evidence is not only key for potential partners but also for the public, says Jiménez. “If we’re going to tell someone to change their behaviour, we need to do three things. First of all, we need to offer them evidence – why should they change? I do believe the public is ready to hear our message, provided we treat them as intelligent people. “The industry has been much too
paternalistic so far – we tell people what to do in our programming, but we don’t tell them why. Helping them understand why they should do something is key to genuine behaviour change. “Secondly, we need to create
opportunities to practise, and at the moment we’re not appealing to enough people. Not everyone wants to work out in a gym, so we need to think out of the box and change the whole paradigm of the industry. There are currently 450 million people across Europe who aren’t attending our facilities, with at least 65 per cent of them totally inactive; what we’re delivering now isn’t meeting the needs of the population. “We need a multi-disciplinary
approach, we need to think beyond our four walls, and we need to work in partnership with other sectors. It may take years for us to change, but it’s worth making that effort and starting the process now. Very possibly we also need to pay higher salaries: we’ll need talented people if we’re going to deliver a truly innovative agenda. “Thirdly, people need to enjoy it,
wherever and however they choose to exercise. A big part of that is getting the
CLASS LEADER
intensity right – that’s the key driver, ensuring that people are working out at the right level for them. But how are you able to do that if you don’t even measure where they’re at when they fi rst come to you, if you don’t know their VO2
max?”
a trusted partner Jiménez concludes: “Ultimately, we need a strategic shift in our main area of interest, innovating and moving towards delivering programmes for the public
health agenda – obesity, diabetes and so on – in co-operation with other sectors. How clubs play a community-based role will be very important. If it’s done correctly, it will lead to lifelong engagement, as well as recognition and credibility: the club will begin to be perceived by both individuals and organisations as a trusted partner for everyone in the community.”
healthclub@leisuremedia.com kate cracknell
The Concept2 s the indisputable king of indoor rowers. As if the fact that it’s used by more gyms, rowing clubs and elite athletes than any other indoor rower isn’t enough, it’s also suitable for all and almost indestructible. Best of all, the Concept2 continues to provide one of the best all body workouts available and offers users accurate & repeatable data.
Featuring on TV from January, there’s never been a better time to make sure that your gym is properly stocked.
WWW.CONCEPT2.CO.UK | 0115 945 5522
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