This page contains a Flash digital edition of a book.
We have to get out into the community, making our expertise available to local groups


Change of image? The industry needs to create a picture of health and fitness that is not associated with the perfect body


to address for every client and for every gym member. Firstly, we need to move towards


evidence-based fi tness practice. While the FIA’s Research Institute, in association with the University of Greenwich, is a vital step in this direction, there is still much that goes on in our gyms which has little or no evidence to support it. These include exercise regimes, a variety of pills and potions and new equipment, all of which are introduced without rigorous assessment of the benefi ts they provide or the harm they might cause. Secondly, we must concern ourselves


regarding what members do outside the gym, as well as what they do inside it. The effectiveness of exercise programmes is signifi cantly reduced if members then continue to have a sedentary lifestyle and unhealthy eating habits in their day-to-day lives. Thirdly, we must train clients in all the components of fi tness. Individual goals are important, be it running a marathon or changing body shape, but long-term health means being cardiovascularly fi t, having good muscle strength and endurance, effi cient motor function, and joints with a full range of movement.


Clubs


What can clubs do to engage in the health agenda and meet legitimate commercial objectives? First of all, we need to change our


image. Our advertising, décor and fi tness magazines mostly present young, beautiful people who are tanned, sexy and wearing the latest training kit. For


august 2012 © cybertrek 2012


Traffi c light food labelling has a part to play in the obesity battle


many people this is a major turn-off. Can we not develop an image that refl ects the reality of being healthy and fi t, with all the benefi ts that brings? We must also include the over-55s in our marketing target groups, and adjust the gym environment so they feel welcomed and comfortable in it. At present, this is a group that often has the time and the money to make good use of a gym. Furthermore, regular exercise – training all the components of fi tness – is the best possible way of promoting health and independence in older age, with signifi cant reductions in social and health service expenditure. We have to get out into the local


community too, making our expertise available to local physical activity groups,


community centres, older age groups and care homes. And we must engage with the new NHS commissioning agencies and public health boards. There is much to be said for local clubs doing this in association, rather than competing fi ercely for a slice of the money which may be available.


National organisations Nationally, our industry is already actively engaged with government. However, this needs to be done realistically. My experience in medicine of working closely with government is that things can change quite quickly depending on priorities, electoral fortunes and whim. It’s worth noting that there have been many government reports on physical activity and health over the last 15 years – yet more and more people are obese. There are two areas where working with government may be the most effective: encouraging planning and building active environments; and in battling (for that is what it is) for traffi c light food labelling. Secondly, unlike in mainland Europe, our training schemes in the UK have limited involvement with the exercise science community. There needs to be comprehensive, integrated training from vocational to degree level. The opportunities are there for fi tness


professionals, clubs and our national institutions. Will we grasp them, or are we content simply to be about ‘looking good and feeling great’?


healthclub@leisuremedia.com john searle


Read Health Club Management online at healthclubmanagement.co.uk/digital 53


JAMES PERAGINE / SHUTTERSTOCK.COM


MARIDAV / SHUTTERSTOCK.COM


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