I continue to be struck with the realization that our industry is uniquely positioned to do much more to advance the health of the millions of individuals that currently enter our space as well as additional millions that should be doing the same. True, what we have done to get people physically active has been very important and has proven to be positive for many individuals. However, we must admit that we tend to attract those individuals who have already made a conscious decision to take action, or individuals who are motivated, self-directed and committed to their exercise regimens. Further, we often provide very little exercise or health-related information for these already active individuals. In many cases we just provide space and equipment for individuals to carry out their exercise programs.
However, our industry is well-equipped and ideally positioned to offer far more to the greater population. With that, we can not only expand our current business position within the respective communities we serve, but we can also make a profound contribution to the health of our nation.
To simplify this concept, I have chosen to illustrate several key points by using the word “HEALTH.”
“H” – Health
It seems only appropriate that “H” stands for Health as our industry has been stating that it has been in the “health club” business for many years. So, what is “Health?” The current WHO definition of health is: “Health is a state of complete physical, mental and social well-being and not merely the absence of disease and infirmity…is a resource for everyday life, emphasizing personal, social and physical capabilities.” If this is correct, how does our industry measure up? I believe there are a lot of things that we can do to advance and immerse our industry into providing a more comprehensive and expansive response to the growing interest in health.
“E” – Evaluation
I would suggest that the “E” stands for Evaluation. It is well established that a prerequisite for anyone who wants to assume more responsibility for the management of their own health is to get an evaluation of their current health status. I believe that the health and fitness industry is ideally situated to provide such assessments. What other industry (outside the formal medical community) conducts more physiological assessments than ours?
“A” – Analysis
As for the “A” in the word “Health,” it should stand for Analysis, as there is a critical need to help individuals gain a better understanding of their current health status. Again, this is something for which our industry is well-equipped. There is a tremendous opportunity to expand this aspect of our offerings. The demand for helping people to clearly understand the status of their current health and what they can do about it is already high, and the future demand will even be higher.
“L” – Learning
The “L” in “Health” stands for Learning. The health and fitness settings can and should be learning centers where all can gain a deeper understanding of total health, in general, and their own health, in particular. Further, it is within our settings that individuals can learn so much about the many positive benefits that are accrued in one’s health as a result of sound and safe exercise. Today people are seeking information on how to self-manage their own health. Why not make the many settings that comprise our industry the “go-to” place?
“T” – Teaching
If “L” is for Learning then “T” must be for Teaching. I truly believe that you will not be successful with the first four elements of this example if you cannot effectively communicate with the people you are attempting to serve. Further, I would suggest that this is one of the weakest areas of our industry. Our industry has placed too much emphasis on “superficial and cosmetic health” and not enough on actually teaching people how they can truly pursue, obtain and then maintain their respective higher levels of total health. In every industry the best customer is a knowledgeable one and our industry is no exception. So, employ individuals who can skillfully and effectively convey health knowledge to your current and prospective customers.
“H” – Hardiness
As for the last letter, “H,” I would suggest that it stands for Hardiness, for few other words more truly capture the essence of the desired outcome we want for the people we serve. Synonymous with such words as toughness, robustness and stamina, hardiness is one, if not the primary outcome we want our clients to experience.
The many settings within our industry can be the places where all individuals can gain a deeper understanding of the meaning of health; obtain an evaluation and an analysis of their individual health status; learn what they can do to manage their own health, and have great teachers to assist them in undertaking a process that will lead to a higher level of hardiness. And, as I see it, the only thing preventing this movement to advance HEALTH is our industry’s willingness to do it.
Robert C. Karch, Ed.D is the Chairman of Biometrics Nutrition & Fitness. He can be contacted at 866.246.1922, or by email atbob@biometricshealth.com, or visit www.biometricshealth.com.
