It’s that time of the year again, that time when your members and clients show up with their “newly” determined list of lifestyle changes (a.k.a. – New Year’s resolutions) that they are motivated to undertake with the start of the New Year. This of course is good for our industry because invariably that list will include at least one, and in many cases, several health and fitness-related items that they will want to accomplish. Further, this “new found” focus on health is not only good for the retention, and with that, the reinvigoration of your current members, but of course, also the influx of potential new members for your business. However, if you want to truly capitalize on these seasonal health aspirations of your current or potential clientele, you would be wise to consider the transient nature of health-related resolutions.
While most New Year’s resolutions are truly well-intended, few are actually accomplished! And, this is particularly true when it comes to resolutions that deal with health-related matters. Far too often, people underestimate the complexity of making the necessary adjustments within their daily habits to accomplish their desired goal. Also, when it comes to making changes in one’s health behaviors, it is rare that an individual will actually engage in a behavioral change process and then sustain that process long enough to actually accomplish the desired outcome. True, we have all seen exceptions to this statement. However, the primary reason we have is the fact that we have “seen” these people in our facility and classes, they have set (with your help) obtainable goals both in expected outcomes and realistic timelines, and they are systematically pursuing their pre-set health and fitness objectives. Unfortunately, our industry only “sees” a small fraction (less than 10%) of the 80% of the adult population that professes to want to make health-related behavioral changes. Moreover, it is unwise to assume that just because one is a member and frequent user of your facility that they are actually accomplishing their pre-set health and fitness goals. For as we know, far too often even many of our active members do not have or are not following specific programs that will lead them to successfully accomplishing their resolutions.
By definition, setting resolutions, or at its core to be resolute, with respect to health issues should mean being unyielding, steadfast, and even tenacious in pursuit of those pre-set goals. Far too often the reality of most New Year’s resolutions relating to healthy lifestyle changes could best be described as being irresolute, vacillating or even wishy-washy with a time span lasting about few weeks or a month at best. However, this shortcoming should and can be turned into a positive for our industry. For where else, outside the formal medical community, can individuals set realistic health resolutions and then not only get safe, sound, and healthy lifestyle advice, but also have an opportunity, facility, and professional staff to pursue that advice? However, the key to successful outcomes of resolutions, and with that a positive outcome for your business, will be directly related to the “realism” of setting the resolutions.
It is well established that by setting resolutions that are appropriate, timely, realistic, meaningful and measurable, the prospect for a successful outcome is greatly increased. Moreover, the chances for a successful outcome are further increased if you can tie several desirable outcomes to one behavioral change. For example, a resolution to lose weight (perhaps the most frequent of all resolutions) can easily be tied to positive changes in blood pressure, cholesterol, other blood fractions (HDLs, LDLs, VLDLs), and self esteem. These “linkages” can be positive reinforcers in helping a person maintain a prescribed program long enough to actually see the desired changes and better yet, even adopt new and lasting positive healthy habits. Moreover, we often forget that it was weight loss as much as anything that brought most of your members and clients to you in the first place. For we have all heard, over and over again, the same answer to the question – “Why do you want to join or what attracted you to our facility?” The answer is most often, “I want to tone-up and lose some weight, or I want to lose a few pounds and get in shape!” And truthfully, we not only hear that answer in January, but actually in every month of the year. Of course the key for you is to be sure that you are not only offering a facility, staff and process to get the “tone-up – get in shape” part done, but of equal importance, offering a quality weight management program that will help your members and clients safely and effectively yield the expected results.
By making sure that you are offering quality programs that truly yield the promised results, you can assist your clients and members in making resolutions that have a very high probability of a successful outcome. With that, you can take most of the reservations out of your members’ and clients’ fitness and weight management resolutions. And remember, while January seems to be a popular time for such resolutions, in our industry our members and clients can make such resolutions 365 days a year!
Robert C. Karch, Ed.D is the Chairman of Biometrics Nutrition & Fitness. He can be contacted at 866.246.1922, or by email atbob@biometricshealth.com, or visit www.biometricshealth.com.
