Eddie Davila shares how club operators can educate members on the benefits of strength training.
Strength training has been a staple offering in the fitness industry throughout the decades. According to the American College of Sports Medicine (ACSM), “this activity incorporates the use of barbells, dumbbells, and/or kettlebells to improve or maintain muscular fitness by manipulating repetitions, sets, tempo, load, and exercise selection to reach specific muscular fitness goals.”
With advancements in technology, and sometimes unforeseen events, the interest and needs of the consumer can change based off circumstances of that time. However, strength training has always endured as a vital piece of the puzzle in the health and fitness paradigm. In ACSM’s Fitness Trends Survey of 2023, strength training with free weights came in as the No. 2 contender, up from No. 4 in 2022.
Strength training – free weight or machine-based – has many proven benefits such as:
- Improved muscular strength, endurance and power.
- Improved bone mineral density.
- Improved body composition.
- Improve cardiovascular health.
- Assist in prevention and management of Type 2 Diabetes Mellitus.
- Reduction pain associated with arthritis.
By no means is the above a comprehensive list of the benefits of strength training, but it paints a picture of how beneficial strength training is for all of us and our members. So what does this mean for operators and club owners? How can we leverage this information? And what should we do?
Space: Allocate enough space for places where members can engage in strength training activities. This doesn’t necessarily mean filling up all available space with free weights, machines and benches. Instead, evaluate your business model and your population to reexamine what your audience wants or needs. Be sure to take into consideration the amount of open space you offer. Strength can be done with a pair of dumbbells, a cable or band, and a box or bench. More and more people are wanting a good amount of space to exercise in. While this is a valid desire, it also comes with a real cost of real estate allocation. If you design or redesign a strength training area/room, think about including some open space where strength training tools are nearby, quickly accessible and easy to move. For example: dumbbells, medicine balls, kettle bells, etc.
Strength Classes and Programs: More people are wanting guidance on strength training. This can be offered in a one-on-one format but can also be facilitated in a group setting. A group setting does a couple things:
- It connects members with other members in a team setting.
- It can increase profit margins.
In this group format, we are able to reach more people and optimize efficiencies. Depending on the type of strength and fitness level of the audience, it’s worth selecting or training a trainer who is knowledgeable about exercise mechanics and programming to minimize risk of injury and maximize program effectiveness – especially if utilizing heavier barbell exercises such as squats and deadlifts.
Education: Emphasize safety. A lot of people want to begin a strength program but don’t know where to start or how to properly perform the movement. Think about providing educational clinics on more complex exercise maneuvers such as barbell squats and barbell deadlift. Helping the member understand why the exercise is good, how to properly perform the exercise and providing some general guidance on tempo, frequency, intensity and load can go a long way in adding value to the member.
In short, strength training is phenomenal for the mind and body. Ensuring we are offering a safe and inspiring strength training space for members is becoming exceedingly popular. Not only is the space important but how we offer the experience also comes into play in how the members continue to use the space, use it safely, and see results.
