Over 60 percent of the US population is now classified as overweight, yet fitness industry statistics show that less than 20 percent of the US population has joined conventional fitness centers as members. There is no question that the huge explosion of women’s hydraulic circuit training clubs over the last few years has affected the mainstream clubs’ business, particularly with the overweight potential member. Intimidation has always been the biggest hurdle in getting this market in the front door of a larger coed club while the smaller women’s franchise clubs, with their non-intimidating atmosphere and equipment, are very inviting to these people. Competing against these non-threatening franchise clubs can prove frustrating and costly; however, there have been some larger coed clubs that have been successful in doing this while actually increasing profits by implementing a separate circuit training weight loss program within their club.
Don Brown from Xercise Club in Chester, New Jersey pioneered this type of program over ten years ago, when he implemented a hydraulic circuit training program within his club and used it very successfully to attract the overweight market that he was not appealing to with his conventional equipment. They purchased hydraulic circuit equipment and placed it in a seldom used racquetball court near the front of their club. They began marketing a six week separate coed membership which included a preprinted nutrition program along with three scheduled 30-minute circuit workouts per week and sold the package for $199.00. This program was offered to those participants who were at least 30 lbs overweight. They offered a money-back guarantee (measured in lbs and inches lost) with the criteria that they attend at least 14 of 18 workouts during the program. Pre- and post-testing consisted of body weight, resting heart rates, girth measurements of the chest, waist, hips, thigh, calf, forearm and upper arm. All testing was completed by the same tester under the same conditions both pre and post. Morning and evening circuit training classes were offered on Monday, Wednesday and Friday. Although diets were not closely monitored, the class instructor discussed nutrition and provided motivation during each class. A study was done with 18 female participants during one of these six week sessions with the following results:
1. The study group lost a total of 257.4 lbs (14.3 lbs each average).
2. Average drop of resting heart rate of 10 beats per minute.
3. 12 of the 18 participants joined the club as regular members.
The top three aspects of the PACE Loss program the participants liked the most were:
• The instructor led format.
• The non-intimidating hydraulic machines.
• The group or class setting for the workouts.
Xercise used this program successfully for several years as a means of introducing the typical non-exerciser into the general population of their facility and as a means of generating substantial extra profit.
The two key factors to success in implementing a circuit training weight loss program within a fitness center are:
1. The proper equipment in the proper setting.
2. The proper nutrition program.
Non-intimidating hydraulic equipment has proven to work for the overweight market. Hydraulic equipment offers concentric-only resistance, therefore there is no muscle soreness associated with concentric/eccentric-resistance equipment. Unlike conventional fixed load equipment which must be used in a “smooth, controlled manner”, repetitions with hydraulic equipment can be performed quickly, thereby offering cardiovascular conditioning along with muscle stimulation. This produces a high calorie burn and toned muscles, exactly what the overweight potential customer is looking for. Some large fitness centers have begun “express type” circuits set in their general workout areas using the same intimidating conventional equipment as the rest of the room without a class format. This makes it virtually impossible to sell a separate introductory membership. When placed in a separate room, instructor-led classes can be held at set times (during non-class times, this area may be used by the general population with cue cd’s and without instructors). With the advancements in technology from over 10 years ago, computer nutrition software is now available to offer participants in this type of program a personalized nutrition program to further ensure results. These software programs are relatively inexpensive and require a minimum amount of time and training to implement. The combination of a safe, fun, supervised exercise program, with a well-balanced nutrition program sold as a separate introductory membership, will produce results for members and profits for clubs.
Rande LaDue is the Owner of Pro*Fit Enterprises. He can be contacted at 888.604.2244, or visitwww.pacegroupexercise.com.
