Imagine if all your members achieved their performance goals. Now, imagine how popular you would be AND how your bottom line would look. Retention numbers would most likely reach heights never before imagined and your business would probably soar.
Last month, there was a public discussion about the “myths of exercise.” The real question is: Does exercise alone really help you lose weight, or does it require good nutrition as well? One controlled case study did reveal that exercise was not the only reason people lost weight. It found that only when proper use of diet was introduced did people lose significant amounts of unwanted weight. So, those countless hours on the treadmill alone may not yield the desired results after all. Yes, the benefits of cardiovascular health are still enhanced, but losing that stubborn spare tire is going to take more. Everyone needs to eat right. It’s just that simple!
I believe nutrition IS the missing ingredient to weight loss in many cases. In fact, I would say it’s 80 percent of the battle. If everyone was to suddenly start eating right, the business model of many health clubs could look much different.
Changing Directions
So let’s assume this premise is correct. How do we make it easy for your members to get their diets right? How do you make nutrition simple, for everyone?
Keep in mind, many members will not adhere to long-term diet changes merely dictated by smart people. They need to learn on their own and in their own time. The information needs to be clear and concise, you need to find ways in your facility to put the information you gather in front of them and it needs to change often.
The marketing needs to be interesting, provocative, fresh and continual. The best places to put nutrition information are any place where your members take pause; i.e. rest rooms, the sales offices, juice bars, café’s and sent to the comfort of their own homes.
Smart Marketing
Among the locations that I’ve just listed, there are a multitude of mediums to capture your member’s attention. They can be in the form of print, like educational “did you knows” above the urinals or in the bathroom stalls. They can be in the form of electronics, like Club Com or e-mail blasts directly to each member. They can be in the form of canvas like banners and posters.
In addition to the different mediums, you can initiate programs that involve your staff as well as your members. Each program should have a goal of simplifying the complex world of nutrition.
• Biggest Loser-style contest twice a year (or more if you can manage it). The contest should include nutritional diet tips that will educate participants. These should be given weekly to keep members motivated. Include real success stories of people who have changed their lives. In addition, be sure to involve your juice bar or café.
• Group Fitness Instructors have a great opportunity to reach out to a large number of your members all at once. By simply supplying them with nutritional tips relative to their specific classes to hand out after each class, you can make a very big impression not only on your members, but on your staff. If they sense your passion, they will become more passionate themselves.
There is virtually no limit to the different ways you can educate your members about nutrition – it just takes a commitment. Making this effort will help your members succeed and your business soar.
Dan Young is president of Performance Food Centers and is certified in personal training and sports nutrition. He can be contacted at 888.PFC.9151, or by e-mail at dyoung@performancefoodcenters.com, or visit them online at www.performancefoodcenters.com.
