I just returned from the Athletic Business Conference in Orlando. A large percentage of attendees were from the United States Military and their focus was on “work hardening” or “acclimation training” programming and products that could be utilized in the programming. If you are not familiar with the terms “work hardening” or “acclimation training” it is when a person trains in a way specific to their daily duties or activities related to their job or occupation. Occupations, outside of the military, that utilize work hardening, acclimation training, due to their high stress and physical activity requirements, are firefighters and first responders, police and correctional officers, forestry agents and federal agents. All of these occupations require a high level of physical ability while under a stressful situation and, because of this, much of their training is timed and requires tools of their trade. Most training programs utilize stairs, obstacle courses, heavy implements and a weight vest to mimic the weight of their clothing, body protection tools and life support products. A firefighter, for training purposes, would strap on a 40-pound weight vest and carry a 20-pound hose up stairs and back down for time. A forestry agent would strap on a weight vest, get on a treadmill, incline the treadmill to a 15% incline, and walk for an hour or two. All of the occupations stated above will train in specific ways that will improve their chances of a successful day on the job which means that they return home to their families.
So, now that you have an understanding of the specifics of work hardening and acclimation training, the next question you may ask is, “How does this information help me and my club?”
Very simply, you have an opportunity to partner with the firehouses, police departments and others to build training programs specific to their needs. And, that gives you new revenue flow that you may not have had before. Also, it gives you a new knowledge base that would help you build programming for those that look for new ways in which to train. Think of how many “boot camp” training programs that are available in gyms and health clubs today versus ten years ago and that should give you an idea of how big the opportunity really is.
Now let us take this opportunity to another level by focusing on the same properties of work hardening, acclimation training with a less intensive training protocol: corporate wellness and fitness programs. It is the same idea for corporations and businesses: if their employees are in better health they will be more productive, the more productive the employee the more profitable the employee. I know all of you have knowledge of corporate wellness and fitness programs, but what type of corporate or business programs do you offer? Have you marketed directly to the corporations and businesses in your area? What I am asking you is, “Have you walked into the businesses and placed a proposal directly in front of them outlining what you can do for their employees, how this would benefit their business and what the cost saving would be if they offered the program to their employees?”
If not, then you haven’t marketed directly to the business in your area and you are missing out on revenues. Also, if you are not aware, most businesses do recognize the importance of their employees’ health and would be willing to pay for wellness and fitness programs as a benefit for their employees. Consider five to ten companies in your area and what their individual needs would be; then design a specific program to fit their needs. Next, put on clothing, other than workout gear, and make a professional presentation to each prospective company. If you do a good job, you should develop new business.
I would like to take a moment to make you aware of a movement, or call to action. As a professional in the health and fitness industry, I feel you need to know about GET AMERICA FIT (www.getamericafit.org); the organization is looking to motivate onemillion people to exercise on one day, February 25th 2006…lifting 10 million pounds of weight and losing one million pounds of bodyweight. The Guinness Book of World Records is involved for documentation, my company is a sponsor, and we are looking for clubs to get their members signed up to participate. I hope you go to their website, support the event in your club and participate in the event!
George Morrison is the Developer of the Xvest and a Strength & Conditioning Coach. He can be contacted at 800.697.5658, or by email at gmorrison@thexvest.com, or visit www.thexvest.com.