Women in their pre- and post-natal periods of pregnancy provide your fitness center with the perfect opportunity to attract new members. One might argue that these members will only be pregnant for nine months, so why would pre- and post-natal programming survive? The answer is easy. The classes will have constant turnover, but the program will be a continual draw for new members.
Pregnancy is a stressful time for most women. Many perceive the added body weight as “fat” and fear that they will never regain their figure. This drives many newly pregnant women to find a fitness program. Although we never want to suggest that the prenatal period is a good time to begin an aggressive fitness program, there is nothing wrong with beginning gentle activity to help reduce stress and burn extra calories. Actually, for many new mothers, this may be one of the last chances they have to adopt a healthy lifestyle, without the additional stress of taking care of a baby. (It may be your best opportunity to make coming to your fitness center a part of the mom’s regular schedule.)
The key to success is offering the right type of programming. It needs to match each stage of the pre- and post-natal period, and it should involve gentle, physical activity that addresses a woman’s changing body, as well as education on the benefits of regular, physical activity. As the prenatal period of pregnancy progresses, there are many opportunities to introduce exercise safely, and to make a drastic change in the way a woman feels physically and mentally. For example, safe, healthy exercise activity can reduce feelings of fatigue that are a common complaint in both the first and third trimester. It can also reduce both water and weight gain which is more rapid in these two trimesters. More than any other time in a woman’s life, we can show her just how much better activity can make her feel.
Pilates offers just the right mix of activity with the ability to modify exercises throughout the pre- and post-natal periods of a normal, healthy pregnancy. The precautions of overheating in the first trimester are generally not a concern because of the lower intensity of Pilates exercise, but movements do have to be modified to avoid overstretching ligaments. Modifications of supine activities are also necessary for those greater than five months pregnant, due to increased cardiac output. This is an easy adaptation with some additional, inexpensive Pilates props. For the post-natal group, the classes are still a great mix with the only concern being overstretching ligaments. So, moms can continue in the same preand post-natal class for up to 18 months after pregnancy, while progressing into regular fitness programming. This is even a good time to add a “Mommy and Me” class where the baby can come to class, too. With all of its mat-based exercises, Pilates offers the perfect opportunity for Mom to get the chance to play on the floor with her new baby, and still get some exercise.
Generally, Pilates-based classes are easy to sell to pregnant women because of the well-known benefits of Pilates. For a normal pregnancy and delivery, a strong core comes highly recommended by physicians, and it is a sure way to reduce the incidence of back pain during pregnancy. After pregnancy, Pilates can assist women in the return of pelvic floor musculature – and, this comes highly recommended by physicians. The strength results and postural changes from Pilates exercise will come quickly, both during and after pregnancy, and this is a sure way for your club to gain a new member for life. Making the effort to offer appropriate exercise during this critical part of a woman’s life can make visiting your center a necessary and enjoyable part of this woman’s regular schedule for the rest of her life.
Attracting these members may be a challenge when you first begin your program. You will need to begin to advertise in some new venues. Obstetrician offices are a great place to start. Drop some flyers at local physician offices and visit the delivery ward of your local hospital. You might be surprised in the support that you will get from these healthcare professionals. They generally are very supportive of gentle activity during the pre- and post-natal period, and they are encouraging women to get moving. Another great place to place some flyers is at baby and toy stores. Everyone has some shopping to do for the arrival of the new baby, and they are bound to see your flyers. Advertising to your present members is also important, because they will help you to spread the word to their families and friends. You could even offer a free gift for your current members to give to a pregnant friend for a free pre-post-natal class.
Christine Romani-Ruby MPT, ATC is a physical therapist and the owner of Phi Pilates. Visit www.phipilates.com for all of your educational needs on Pilates including our new DVD “Pilates for Pregnancy and Beyond.”
