The couple have chosen a charity close to their hearts, as Jordan’s mother died of a brain tumour when he was aged 18
so what does the American media have to say about The Movement? Well, for a small studio only open since May 2014, it’s already generating quite a buzz: ‘The Movement Ignites a Charitable Fitness Revolution’, ‘Fitness studio ready to stand out’, ‘The Rise of Charity Driven Gyms’, ‘Five Fitness Studios That Give Back’ are just four headlines that show how its philosophy has captured the attention. The new studio is currently only operating 30 classes a week
while it gets up to capacity. However, this already translates into a donation to the National Brain Tumour Society of US$1,000 a month. The expectation is that they will reach 56–70 classes a week by September 2014, meaning donations should double. Equally importantly, they’re raising awareness of the charity every time someone interacts with the business.
I dedicate this workout to… I recently read an article about The Movement written by Heidi Kristoffer, a highly rated American yoga instructor. In the article, she recalled a comment made by an instructor during a class she had attended at another gym: “If you feel like you can’t do it for yourself, do it for someone else who needs this more than you do.” Kristoffer found the idea of mentally dedicating her workout
to someone other than herself a very powerful concept. Now imagine this being amplified by everyone else in the class, across all classes, every day of the year. Suddenly that Tuesday evening class at 8.00pm that you’re half-minded to skip takes on a whole new meaning. “Sometimes we need to do things for ourselves, but often the power of doing something with the intention of helping the greater good, or just one other person, can be life-changing,” added Kristoffer.
August 2014 © Cybertrek 2014
• Discover a charity partner that shares an authentic common purpose with your business.
• Commit to working together over the long term – think ‘partner’ more than ‘a date’.
customers, suppliers, investors).
• Visualise a successful and socially useful outcome and plan towards it.
So what can your business do? Your organisation is probably already working with one or more charities, but the relationships may be superficial and only short-term. Here are a few ways you could maximise your social impact:
• Ensure your charity partner and its cause genuinely mean something to your primary stakeholders (staff,
• Help drive a project rather than simply handing over money.
• Don’t send out a press release until you have meaningful results to share. What matters is impact, not intention.
Well, I’m going now because I need to work out and I’m
dedicating it to my late mother. Who will you be dedicating your next workout to? ●
IN A NUTSHELL Initiative by: The Movement –
www.themovementfitness.com Location: New York, US Project status: Ongoing Impact: National Gymtopia keywords: Environment, Education, Health & Wellbeing, Medical Research
Read Health Club Management online at
healthclubmanagement.co.uk/digital 39
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 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90