Have you noticed that some member demographics are harder to retain than others? The “deconditioned” male clients offer a unique challenge. Typically they already think they know what they need to do. They are slow to seek help and advice. In their impetuous efforts they tend to workout in a manner that is not productive. Their misguided workouts provide the negative feedback of an aching body. Missing is the positive reinforcement of becoming healthier. Before they can be converted to a healthier lifestyle, they run out of motivation and quit.
Performing a simple 15-minute VO2 fitness assessment can be a solution for this problem. Why? A common characteristic of the 40-something male is they like technology and respond well to measurements and data. A VO2 fitness assessment is used to find the individual’s exact Aerobic Threshold (AeT) and Anaerobic Threshold (AT). These data are the keys for designing an individualized strategy for the “deconditioned” client to produce effective cardiovascular training.
The anaerobic threshold is the highest level of workload that the individual can maintain over a long period of time. This is the maximum workload with which the heart and lungs can keep up with oxygen demands. A workout that keeps the individual’s heart rate between the aerobic and anaerobic threshold is considered “moderate” intensity. A workout at a heart rate above the anaerobic threshold is considered “high” intensity and is used only for short durations. Working out in the “moderate” intensity zone is great training for the “deconditioned” client. This level of intensity can be maintained for a long duration of time and will not lead to discomfort after the workout.
For the 40-something “deconditioned” male, having a definitive test that shows exactly what they need to do is a powerful tool. If you have the newer cardio equipment that can be controlled with a heart rate monitor, you really have something to offer the client! Just have the client set the equipment to keep their heart rate near their anaerobic threshold. They will find this to be a very comfortable workout.
The test reports the amount of oxygen the client’s body uses as they exercise. As their fitness improves their oxygen consumption (VO2) will also increase. This allows the client to set quantitative goals and also provides a way to measure progress.
Performing a VO2 fitness assessment is very simple and practical to implement in any facility. The test consists of a 10 to 15 minute graded exercise on a treadmill, bike, stepper, or other cardio equipment. The instrument measures the client’s rate of oxygen consumption (VO2), ventilation, and heart rate. From these measurements the instrument will automatically detect the individual’s aerobic and anaerobic thresholds and report workout intensity zones based on heart rate. It is really simple. Anyone can do it.
Equipment to implement VO2 testing may be the most important piece of cardio equipment you will buy this year. There are several areas of your business that can benefit from integrating this service. These include:
• Gateway to Personal Training Services
• Strengthen Point of Sale
• Marketing/Image
• Revenue
Gateway to Services – The testing can be an excellent gateway to your personal training services. An individual may not intend on working with a trainer. However, the interaction with the trainer during the VO2 assessment will help the client develop a relationship with the trainer. They will be ready for an invite to signup for instruction.
Strengthen Point of Sale – Your salespeople need a diverse offering for closing sales. VO2 assessments can be used as an incentive to purchase a more expansive membership package. It can also be used as a promotional offering.
Marketing / Image – It is important to continue offering the best services. Investing in your professional offerings is important for staying competitive. Offering VO2 assessments shows that you are on that leading-edge. Providing the service helps your marketing efforts too. What is unique about your marketing strategy compared to your competitors? What sets your facility apart?
Revenue – Facilities charge between $60 to $200 for a VO2 fitness assessment. This revenue can provide a 100 percent return on your investment in just a few months – even in a very small market.
Adding VO2 assessments to your facility is best done when integrated with your other offerings. Pull the team together and brainstorm how your facility could integrate this throughout the various elements of your business.
Try to see through the eyes of your 40- somethng “deconditioned” male clients. Give them the data and measurements they need to plan a successful plan and to see quantitative results from their efforts. You will see them keep coming back as they are converted to the enjoyable healthy lifestyle.
Scott Kofoed, Ph.D. is the President of KORR Medical Technologies, Inc. He can be contacted at 800.895.4048, or by email at scott.kofoed@korr.com.
