Clubs Like the New York Times

For a period in my life I read the New York Times religiously, every day. It’s words and the glamour of reading one of the largest publications in the world continually pulled at me. This week, while developing ideas for this article, I went to the New York Times, once again, to get its take on fitness.

The New York Times has a myriad of great articles on health, fitness, wellness and anything all encompassing. However, I made an interesting discovery while surfing through articles — on the New York Times website, if you click on “Health” on the left-hand column, it will take you to the “Health” page. However, “Health” is then sub-categorized as “Research,” “Money & Policy,” “Views,” “Health Guide” and “Fitness & Nutrition.”

Fitness & Nutrition is in its own category. I thought that was interesting considering how much the great clubs in this industry push others to implement more and more nutrition in their business. When I read this, my first thought was that the New York Times was pushing people to think of nutrition when they think of fitness, and think of fitness when they think of nutrition.

When people use your club, do they do the same as the New York Times? If I walked into your club today, would I also think I discovered a new nutrition plan, or picked up a great recipe for that evening?

What, other than exercise, would I receive from your club?

When I read the New York Times I get the impression that fitness and nutrition go hand in hand. I believe that is a point being made that our nation needs to begin to see the two as conjoined.

It’s my belief that if you continue to stay out of the nutrition game altogether, you’re either going to be left out eventually, or simply be the weak link in our industry. This doesn’t have to be an extremely daunting implementation. Supplying members with nutritional information can be as simple as handing out recipe cards to each member as they approach your front desk. Change up your recipe cards daily and give members a healthy idea for that evening’s dinner.

You don’t want to spend money on the card stock? How expensive is an e-mail blast? Did you do your front-end work by getting member e-mail addresses? If you did, send out your recipes via e-mail. Make sure each recipe gives full instruction — such as all the ingredients, preparation and serving size. Also, remember to include a picture so that people know what they are getting into.

Fitness & Nutrition doesn’t need to be a complicated issue for your club. Make it simple, and engage members with it. Today, jump on board with the New York Times and become a club devoted to “Fitness & Nutrition.”