This page contains a Flash digital edition of a book.

their area, of course, and we have a strong focus on our Glasgow Club brand through marketing and PR. We’re easily the biggest sports and fitness opera- tor in Glasgow, and therefore arguably enjoy greater visibility than other public sector operators might do in their re- spective catchment areas. “Being part of a large cultural

association also means we have the op- portunity to talk to customers using our libraries and arts centres, for example. Some libraries are actually incorporated into our leisure centres, but even where that’s not the case, we’re able to pool our resources to try and engage pro- spective new members. “We also do a lot of community

outreach work, including partnership projects with the NHS Health Board and the Glasgow Housing Association, for example. For me, if we’re going to take the sector beyond the 12 per cent penetration at which we’ve been stuck for years – if we really want to make a breakthrough to a wider population base – we need to do things very differ- ently, and partnerships will be one of the keys to that being a success. “Other sectors such as retail and

the media have experienced genuine revolution over recent years, but the physical activity sector is more or less doing things as it’s always done. What’s

going to be our revolution? I believe we could make a huge impact on the public health agenda, for example, but we’re currently only scratching the surface. “As a sector, we must think beyond

the bricks and mortar of our facilities. We can’t expect people to come to us: we have to take our offering to other locations in the community, going out to where the people we want to reach actually are. We have to use new tech- nology to move beyond our centres and into people’s everyday lives. Again, part- nership work is key.”

PARTNERSHIP PROGRAMMES Garrett continues: “We’ve established a very close partnership with the NHS Health Board, setting up programmes designed to help prevent disease and reduce the cost to the NHS of treat- ment further down the line. Initiatives include our GP referral scheme, our Vitality programme – classes that have been designed to be suitable for peo- ple with a range of physical abilities and medical conditions – and weight- loss scheme Shape Up, to name but a few. We deliver those within Glasgow, but we also help the NHS to deliver them to people outside of Glasgow. “Our GP referral programme is very

successful, with about 4,500 individu- als referred to us every year. A high

20 Read Sports Management online

Reaching out to the grey market: Functional training at the Bellahouston club

percentage of those then convert to membership at the end of the scheme: we offer a discounted membership to encourage them to maintain their new, healthier lifestyle. When we launched the scheme, we visited every GP practice in the city – Glasgow Life and the NHS together, making a joint pitch to the GPs and the practice nurses – and we continue to work very closely with them. We’ve seen a significant uplift in the number of people being referred to us, including for mental health problems. “There’s still work to do at a national

level though, addressing the issue of QOF points, so GPs are recognised for referring to exercise, and ensuring the benefits of activity are incorporated into GP training in the first place. “We also have our ACES programme,

which works with about 26,000 children with serious obesity. As with our GP re- ferral programme, it’s entirely bespoke to each individual, and encompasses sport, activity, nutrition and counselling. And at the other end of the age range, we work with Glasgow Housing Associa- tion to offer programmes like Silver Deal Active – a range of easy exercise and arts classes for older residents which are

Issue 1 2013 © cybertrek 2013


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84