Additional Insights from Professionals on Nutrition for Profit

City Blends, Ltd.

When it comes to nutrition, educating their staff and members on proper nutrition is an important step for clubs to take — which includes the importance of protein consumption post workout. Protein replenishes the body with essential amino acids that are necessary for recovery. It’s also okay to consume moderate carbohydrates and sugar with the protein post workout to replenish glycogen as well. Having that protein available in the form of a smoothie or other protein-rich supplement is not only important, but both quick and nutritious for the member, as well as profitable for the club owner. Protein is the building block of muscle.

Fitness facilities are now the setting for all types of lifestyle modifications to improve overall health. Members are seeking more than just exercise options from their health clubs — they want nutritional expertise as well.

Whether or not clubs decide to provide free nutritional advice or fee-based programs — that’s a decision for the club owner. However, I believe there is a great opportunity for clubs to profit on the sales of nutritional products, such as protein smoothies. The more avenues a club has to generate revenue, the greater the success. Having a smoothie bar that offers nutritional products can certainly add to the profitability of the facility.

The goal of a personal trainer should be to reach their clients’ goals. Most often, weight loss and/or gain, muscle toning and cardiovascular improvement can be enhanced significantly with proper nutrition. Personal trainers, nutritionists or dietitians can help with this, but that varies by club type and size. The addition of a dietitian or nutritionist can only enhance the value of the service to the membership. It also can add revenue to the bottom line.

Whether your fitness club is large or small, nutrition programs and smoothie bars can be a valuable service to the membership, as well as a good revenue source for the bottom line. Providing as many health-related services as possible will accommodate the members that are seeking serious lifestyle improvements, and catapult a club into a full-service facility! Consumers today are seeking much more than just exercise options from their fitness facilities. They are more educated than ever on the benefits of consuming healthy choices, pre and post-workout.

For more information contact Stephanie Suddarth, the president at stephanie@cityblends.com or 214.221.8433.

Performance Food Centers

Nutrition is 80 percent of the battle and is often the missing ingredient in most health clubs. Members join a health club to get healthy and they are looking for answers as to what they should eat, when and how much. If a club can educate its members and offer healthy products too, then it is truly providing total fitness.

Whether or not clubs give out free nutritional advice depends on the programs the club has in place. If the club has a juice bar, café or retail shop, I think nutritional education/advice is necessary (and should be free) to help members understand why getting nutrition right is so important to achieving their goals. If a club does not sell nutritional products, they should have a fee-based program that offers customized nutrition plans for members.

Of course, a comprehensive approach that includes personal trainers and group exercise instructors will go a long way. The goal should be to create a culture in your club that embraces whole food nutrition as an important ingredient to achieving both performance and wellness goals. A united message from the people they trust as well as a good marketing program will put a club in a different league.

Clubs can certainly benefit by having an in-house dietitian and/or nutritionist, but more importantly, all of the staff should understand timing and recovery, and be there to answer questions about how to incorporate nutrition into the member’s plan for total fitness.

The fact is, while these professionals can articulate the clinical criteria necessary for reversing or changing dietary habits, they only speak to a very small segment of the greater population of the club. Offering more general, free information on an ongoing basis will educate the masses. If you do have a dietitian or nutritionist on staff, it will work in tandem, creating a still stronger message.

It’s simple — a gym member wants to be successful in attaining their goals. If they’re not successful, they can get frustrated and give up, and this can result in a lost member. Exercise is only a small part of the equation. To be fully successful, a gym member has to incorporate proper nutrition into their daily lives to accompany their workout. Juice bars can be a source of nutritional guidance that many members need. Imagine if members achieved their goals and kept them there. Retention and profits would soar.