Recently I’ve found myself discussing the future of our industry. Where will we be in 10 years? Do we have a plan to shift in 10 years and how will we get there if we desire a shift? What would a shift look like?
In my March Insider I discussed the involvement in the medical industry. However, I know many of you have had your run-ins with the medical community, and some have memories of its negative perception of fitness facilities from 10 to 15 years ago.
I believe we are on the verge of changing that perception, but it’s on us to have that desire.
Clearly at the IHRSA Trade Show and Convention last week in San Diego we saw a lot of potential “medical” technologies that would help fitness facilities move into that sector. Each new tracking mechanism propels the fitness community in that direction, but it’s on us to utilize the tracking and its data to truly develop studies and concepts concerning how fitness is preventative medicine.
Over the years we have seen medical research conducted that has proved the benefits of exercise, but still the vast majority of us are unable to receive a high percentage of referrals from doctor’s offices. In the event that someone becomes sick at your club, you’d refer them to a doctor’s office. Why doesn’t the doctor refer someone at their facility to become more fit at your facility?
This is a conundrum to me. As we see our population physically growing larger from unhealthy diets and a sedentary lifestyle, it should be on us to reach out to the medical community and pledge to help them resolve the current epidemic.
Certainly it will be difficult, but if we want to see a change in the next 10 years, it will be on us to create the change we want to see. I challenge you to utilize the new tracking technologies that you’ve witnessed and begin to calculate data. Monitor the BMIs, BPMs, VO2s and everything you can from training clients. Keep the data and present it to local physicians. Strive to get them on board with your club and show them that you are more than just membership sales.
Once you have your data, it’s on the medical community to accept the partnership. If they won’t accept the connection, then I propose we begin to release data ourselves and make strives to be the solution to the positive transformation of our society.
Tyler Montgomery is the editor of Club Solutions Magazine. Contact him at tyler@clubsolutionsmagazine.com.
We sell wellness Dr.’s. sell disease . Its a conflict of interest. We shall see.
Bob has it right. Doctors business thrives on treating symptoms not helping someone get healthy and stay healthy. We do not have a health care system we have a sick care system.
It’s important that we strive to change both philosophies. For years the fitness industry has striven to remove the “lunk” mentality that has haunted many gyms/clubs. For the most part it has been accomplished. Now it’s time to adjust the medical philosophy to perceive preventative care as more important than reactive. We can spend years pointing fingers, but the quicker we begin to educate each other and work together, the better our industries will be and the healthier our people too.
Blue Cross – blue shield BCBS-KC has just opened a fitness club and you can also buy insurance there. Talk about the future, and trends, this could have a huge impact on our bottom line. Check out their schedule of classes. I haven’t seen any pricing info yet.
http://livebluekc.bluekc.com/Home/ClassEvent