Eco-conscious business is more than a buzzword-it’s a necessary commitment to preserving the planet. Fortunately, doing the right thing environmentally doesn’t mean bypassing profit for philanthropy-environmentally responsible health clubs can turn a profit, too. So whether you’re ready to make a major change to a totally green club or you’d rather start small with a few strategic adjustments, we’ve got the information you need to move forward with confidence.
Ralph Rajs was ahead of the curve last summer when he announced that the five health clubs he’s responsible for as vice president of operations and wellness for Leisure Sports Inc, would be converting to green businesses, but while Rajs is an industry leader, he’s part of a larger movement that’s going strong. According to study issued this year in the 2008 Society for Human Resource Management Green Workplace report, 50% of all businesses have a formal or informal environmental responsibility policy in place for their company.
For an industry that’s been experiencing massive changes over the last decade, volunteering to take on more change may feel like the last thing any fitness club owner wants to do. But the truth is, environmental initiatives aren’t really optional-and the longer club owners stall, the more they’ll fall behind the times. Whether we like it or not, environmental responsibility matters to many of that 80% of Americans who don’t regularly visit health clubs, and ignoring the issue does little to change these potential members’ perception of what health clubs are like.
It’s not all a public relations exercise, of course. Being environmentally responsible is becoming more obviously important as the impact of environmental irresponsibility rears its ugly head. It makes sense for an industry whose raison d’etre is making the world a healthier place to lead the charge in, well, making the world a healthier place.
Going green doesn’t have to be a complicated proposition. While it is possible to spend a lot of time and money going green, there are plenty of ways to make positive changes without expending much energy or money. (You’ll find some great ideas for doing just that in the box below.) The essential element is to do something-and if you make the effort, the payoffs can be big. Twenty percent of the companies who instituted environmental responsibility initiatives reported that their customers were happier because of the changes, and almost half said their public image improved because of their eco initiatives.
When it comes to health clubs, there are four basic areas where environmentally responsible policies can make a big impact. We’ll touch on all four, in order from the easiest to implement to the more challenging.
Buy green products.
If you’re a club owner, you’re already buying plenty of products so making the switch to environmentally responsible options might take a little research and cost a little more, but it’s an easy place to start because it only requires changing the way you do something that has to get done anyway.
Whenever you can, opt for products that are non-toxic and recyclable or made from recycled materials. Look, too, for products with minimal or no packaging to reduce your club’s overall waste contribution. And don’t stop with toilet paper-there are numerous big-ticket items that can be purchased in eco-friendly versions. Flooring, for instance, which can represent a significant purchase for your club, is available in forms produced from recycled materials. And while it probably doesn’t make sense to run out and replace all your existing exercise equipment in one fell swoop, whenever you replace a machine, consider putting an energy-efficient model in its place. (Most fitness equipment manufacturers will be excited to tell you about their energy-efficient offerings.)
Buying green has an additional positive impact: By supporting companies that produce green products, you’re encouraging their continued existence.
Eco Tip: Don’t keep your green buying practices to yourself. Educate members about the products you’re introducing in your club and their environmental benefits. As many as three-fourths of people say that knowing a company supports environmental responsibility is important to them, so don’t miss the opportunity to reap the benefits of your greener practices.
Improve your air.
Trust us: Your members will thank you for this one. Improving the air quality in your club will make it easier for members to work out and can even help make their workouts more effective, in addition to improving their overall health.
A key element in promoting healthier air is making the switch to environmentally friendly cleaning products. Many chemical cleaners contain volatile organic chemicals, or VOCs, that pollute your club’s airspace and can be toxic in large doses. It’s understandable that many clubs haven’t jumped on the green clean bandwagon because green cleaners have historically traded some effectiveness in favor of ecology, but that’s not the case anymore: It’s possible to be environmentally conscious and germ-free at the same time.
Eco Tip: While air quality’s on your mind, take the opportunity to get your club’s ventilation systems checked out. Though ventilation system modifications aren’t cheap, they can make a big difference in your club’s air quality-and even if you aren’t ready to invest in such a big scale change just yet, it makes sense to learn what’s on your to-do list if you ever decide to take your green initiatives all the way.
Stop wasting electricity.
Here’s one area where a little vigilance can pay off. Stop using electricity you don’t need. Install motion sensors so that your lights get “smarter:” They can turn on in low-traffic areas when a member approaches and turn off again when the area is empty. (Be thoughtful as you decide where to install sensors-you want them close enough to a low-use area that nearby traffic doesn’t keep setting them off, but at the same time, you don’t want to discourage members from exercise areas by forcing them to walk several feet into a dark room before the lights come on.) You can also follow the lead of The New York Sports Clubs and reprogram your televisions so that they shut off when no one’s using the equipment attached to them.
You can also replace your regular light bulbs with compact fluorescent ones-the upfront cost is a little more, but you’ll use 75% less energy and need to replace them much less frequently.
Eco Tip: Train your staff to keep an eye out for energy drains, like cardio machines that are empty and still running. Though some energy savings initiatives do require an investment in technology or equipment, ordinary vigilance can have a positive impact, too. The key is making sure you and your staff focus on potential energy drains until that focus becomes as much of a habit as your regular safety scans.
Stop wasting water.
Water use is one area where clubs can make a big difference, but changes here are more complicated to make. Replacing showerheads, sinks and toilets with lower-flow, energy-efficient versions is a considerable expense, but doing so does offer long-term savings-not to mention immediate water conservation benefits. You can also add sensors to showers that “read” when a member has accidentally left the water on and shut themselves off automatically.
Even if you’re not ready to make such a big investment just yet, regular bathroom inspections to check for leaky faucets and running toilets can play an important role in water conservation. If regular bathroom inspections aren’t part of your routine, you should add them to your checklist immediately. And use sensible water conservation measures when it comes to laundry, too: While it’s true that smaller towels can make for bigger loads, you don’t want members who’ve gotten used to oversized towels to feel like you’re suddenly cutting corners. Just make sure your housekeeping staff runs full loads, and encourage a one-towel-per-member policy to conserve water.
Eco Tip: Got music in the locker room? Consider programming 5 minutes of music followed by 5 minutes of silence in regular intervals-the shift between sound and silence will encourage members to keep their showers short and conserve water.
Making environmental changes is almost an inevitability for today’s businesses. Smart club owners will start making changes now so that they don’t have to play catch-up later.
Resources:
For small club owners, the challenges of going green can be tough going. Fortunately, there are several groups dedicated to helping small (and big) businesses turn over a new, eco-friendly leaf.
The Business Alliance for Local Living Economies (livingeconomies.org) is a region-specific group that helps local businesses implement green initiatives.
Co-Op America’s Green Business Network (coopamerica.org) ranks green businesses and lists them in its Green Business Network. (There are already more than 60,000 companies listed.)
Energy Star for Small Businesses (energystar.gov) is a valuable resource for clubs that want to reduce energy use but don’t know where to start.
The Small Business Environmental Home Page (smallbiz-enviroweb.com) details state-by-state environmental regulations but also offers sector-specific tips for reducing waste and improving recycling.
Check with your state and local Chamber of Commerce. Many states and cities have environmentally focused groups and initiatives that can provide club owners with resources.
