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]]>Since 2012, the gym has offered adult classes involving jump ropes, monkey bars, and kettlebells. Soon after opening, owner Catherine Rocco discovered that parents seeking after-school activities for their kids were bringing them in and expecting to sign up. Rocco and her co-owner responded to that demand by creating a class for ages 8 to 13. Very soon after, they found themselves offering five classes per week for children only, and another for families on the weekends. AKT in Motion is the second company that offers classes just for kids. Based in New York, the dance cardio studio launched a regular eight-week session for children this past spring. Capitalizing partly on shrinking physical education time at school and on those late-afternoon hours when gyms and similar venues tend to get quiet, companies like these are finding kids eager for physical outlets that are not necessarily team or competition focused.
They’re finding parents eager for activities that keep their children happy, busy, and physically fit. That last point is key: In an era when obesity among children and teens is at an all-time high, parents want to get kids hooked on exercise early. According to the Times article, many parents take that a step further by enrolling their kids in classes at a gym. Parents are trying to convey a sense that getting a membership at a place where you can work out regularly is simply a normal part of life.
This is good news for gyms, health clubs, fitness centres, and other alike. Children’s classes pull in no less revenue than adults’ classes! In fact, they create a whole new revenue stream because they engage a separate segment of the population. Also, they offer venues the chance to create loyalty among a clientele that might develop those early gym-going habits their parents are hoping for and then stick around for a long time. The upshot? If you haven’t yet opened your doors to young ones, it’s time to sit down and start strategizing about how you’re going to do so. Start small, like the way Exceed Physical Culture did: Launch just one class, but have a plan for expanding. Because chances are, you’ll need to do so pretty quickly.
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]]>But we’re not in the clear yet. It’s still the case, according to the Centres for Disease Control and Prevention (CDC), that 20.5 percent of 12- to 19-year-olds—or 1 out of every 5 kids—are considered obese. Moreover, the CDC reports, only 12 percent of kids ages 12 to 15 are getting the amount of moderate to vigorous physical activity recommended by federal guidelines: 60 minutes each day. The consequences of childhood obesity, or simply of too little activity in childhood, can be disastrous later on: cardiovascular disease, diabetes, bone and joint problems, sleep apnea, poor self-esteem, stroke, cancer, osteoarthritis—the list goes on and on.
Happily, health facilities, and in particular sports facilities that train youth, can make a big difference. First, help spread the word: Send newsletters, post on social media, hang up flyers in your facility, put up a billboard-sized sign in your window—however you do it, get the word out there that there is a problem. Use the numbers the CDC provides (they’re sadly impressive—for example: In 2010, more than one-third of American children and adolescents were overweight or obese). Also mention the good news: The fact that obesity rates for young children have dropped can be offered as a source of hope, and as motivation to continue making improvements.
Also, explicitly describe how your facility helps combat the dire figures. List the classes you offer that keep kids moving for at least 60 minutes; highlight any special deals parents can take advantage of. Invite new students in for free trial classes. Post videos showing kids having fun at your facility. If you’re a health club or fitness center that does not cater to kids, get the word out there anyway—and then explain why it’s crucial for parents, teachers, and other adult role models to stay in shape if they want future generations to stay in shape.
You can also consider doing what AussieFIT, a health club with two venues in Ohio, has done. In response to the CDC’s 2012 report, AussieFIT’s founder, Geoff Dyer, created a fitness initiative for local teens, offering free summer memberships to kids between the ages of 12 and 17. If such a program is impractical for your facility, perhaps there’s other programming—even if only educational workshops—you can offer.
If you help share the information that’s out there, show your members and clients (and potential members and clients) that you care, offer ways to make meaningful changes, and provide a free class or lecture to get folks started, you’ll be well on your way to both making a difference and boosting business.
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Recently, the Centres for Disease Control and Prevention (CDC) released troubling data: Only about a quarter of kids ages 12 to 15 are getting the amount of moderate to vigorous physical activity recommended by federal guidelines: 60 minutes each day. This follows a report the organization issued last year, revealing that childhood obesity has more than doubled in children and tripled in adolescents in the past thirty years. We all know where childhood obesity, or simply too little activity in childhood, can lead: cardiovascular disease, diabetes, bone and joint problems, sleep apnea, poor self-esteem, stroke, cancer, osteoarthritis — nothing good.Recently, the Centres for Disease Control and Prevention (CDC) released troubling data: Only about a quarter of kids ages 12 to 15 are getting the amount of moderate to vigorous physical activity recommended by federal guidelines: 60 minutes each day. This follows a report the organization issued last year, revealing that childhood obesity has more than doubled in children and tripled in adolescents in the past thirty years. We all know where childhood obesity, or simply too little activity in childhood, can lead: cardiovascular disease, diabetes, bone and joint problems, sleep apnea, poor self-esteem, stroke, cancer, osteoarthritis — nothing good.The trend is worrying, but also worrying is the fact this data is tracked and reported year after year, and large-scale improvements seem nonexistent. In this year’s report, researchers write, “…tracking the prevalence of physical activity among U.S. youth may help inform public health interventions.” We need these interventions now.
Where they’re lacking, health facilities, and in particular sports facilities that train youth, can make a difference. The key is to connect news of the data to the everyday happenings at your facility. First, you have to help spread the word: Send newsletters, post on social media, hang up flyers in your facility, put up a billboard-sized sign in your window — however you do it, get the word out there that there is a problem. Use the numbers the CDC provides (they’re sadly impressive—for example: In 2010, more than one-third of American children and adolescents were overweight or obese).
Then explicitly describe how your facility directly helps combat the dire figures. List the classes you offer that keep kids moving for 60 minutes; highlight any special deals parents can take advantage of. Invite new students in for free trial classes. Post videos showing kids having fun at your facility. If you’re a health club or fitness center that does not cater to kids, get the word out there anyway — and then explain why it’s crucial for parents, teachers, and other adult role models to stay in shape if they want future generations to stay in shape.
Also, consider what new offerings you might develop in order to speak to the worrying reports, and make clear that your new offerings are a response to those reports — you can even mention the CDC’s data in your catalog of courses or on your website. As for those offerings: Have you studied your scheduling software to see where you might fit in an extra class or two? Have you hosted nutrition-information sessions for parents and kids? Can you send personal trainers into schools or camps, both as ambassadors charged with spreading the word about health and fitness — and, of course, your facility?
If you help share the information that’s out there, show your members and clients (and potential members and clients) that you care, offer ways to make meaningful changes, and provide a free class or lecture to get folks started, you’ll be well on your way both to making a difference and boosting business.
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In New York City, it’s common for schools to raise funds by holding yearly auctions. In the months leading up to an auction, parents stump all around town, trying to win donations from local businesses so auction attendees will have a wide variety of items on which to bid. Common donations include free piano lessons, handmade jewelry, restaurant gift certificates — and month-long gym memberships.In New York City, it’s common for schools to raise funds by holding yearly auctions. In the months leading up to an auction, parents stump all around town, trying to win donations from local businesses so auction attendees will have a wide variety of items on which to bid. Common donations include free piano lessons, handmade jewelry, restaurant gift certificates — and month-long gym memberships.Now you see what all that was leading to. Full disclosure: I did not belong to a gym until a couple years ago, when I bid on a month-long membership during an auction for my son’s school. For $35, I had full access to the facility: pool (including family swim times), cardio court, all classes, trainers, massages, steam room, sauna. After a month of indulging in these pleasures, I was hooked: There was no way I could any longer imagine my life without them. I bought an annual membership and I haven’t looked back since.
Schools could represent an untapped source of new business for your facility. Not all schools hold auctions, of course, but there are other ways to give to a school community and grow your business as a result. Many schools sell raffle tickets; could you donate a month’s membership as a raffle prize? As with auctions, raffles can be doubly rewarding because they spread your name not just to the adults in a given school community, but also to friends, relatives, and professional associates of those adults. Could you open your doors for special kid-oriented free activities once a month, or once a quarter, and ask the local school to hand out flyers? Could you offer a discount to all parents, faculty, and other staff members of a certain school, or sponsor the school’s field day, or donate water bottles, your logo prominently displayed, to the football team?
It’s a natural alliance – gyms and schools. Children are the original physical fitness experts, after all. Parents are always looking for ways to run them around, and maybe you have a facility that allows for that. Even if not, the parents themselves need a way to run around — they need to blow off the stress of parenthood, among other stressors, and maybe they also need to lose the ten or fifteen pounds they put on since having kids. If you start trying to reach new members through schools, you will gain a bunch, without a doubt. And if you can attract them first with a clear incentive — that $35 month-long membership I won felt like such a boon — then all the better; you’ll probably hold on to them for a good long time.
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It’s back-to-school month — and Childhood Obesity Awareness month. Even if your fitness facility caters mostly (or exclusively) to adults, you can contribute to the effort to draw attention to childhood obesity and its devastating consequences.It’s back-to-school month — and Childhood Obesity Awareness month. Even if your fitness facility caters mostly (or exclusively) to adults, you can contribute to the effort to draw attention to childhood obesity and its devastating consequences.Why should you want to? The long-term health of millions of citizens is at stake; as an institution devoted to fostering good health, your investment in the wellbeing of the population at large is crucial. Moreover, the more than one-third of children and adolescents who are overweight or obese in this country make up your future clientele. In ten or fifteen years, they will be coming to your facility to try to reverse decades’ worth of physical damage — or they won’t be coming at all, because they’ll be too ill even to take that step. Finally, showing your support for the community, in addition to being good for the community, is simply good business. Parents and others who care for children’s health and their own will be more likely to choose your facility over another if yours is the one that’s been vocal about fighting childhood obesity.
So what can you do? At the least, advertise your support for Childhood Obesity Awareness Month so your clients know that it’s important to you. Hang up flyers or posters, send e-mails, talk about it on Facebook and other social media sites. Consider inviting experts to your facility to discuss childhood obesity and what can be done to fight it.
If space, personnel resources, and other logistical conditions allow for it, invite kids in for a fun day of physical activity. Have a dance party or set up an obstacle course; incorporate lessons on healthy eating and the importance of exercise. Emphasize the philosophy of personal achievement over competition — kids, especially kids who might feel self-conscious about their weight or appearance, need to understand that they can become healthier by focusing on their own goals and accomplishments.
Consider whether your facility has the resources to serve children’s needs on a more long-term basis. Rather than just a day of physical activity, can you offer classes for kids in addition to adults? If you already offer them, can you step them up in some way in honor of Childhood Obesity Awareness month? And can you offer special family-focused classes for the month, so that kids and parents can have fun working toward their fitness goals together?
Whatever you do, contributing in some way to the effort to raise awareness ultimately will benefit your facility. Give it a shot, and see what you get in return.
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Mother’s Day is a holiday that always makes me cringe a little bit (and not just because I’ve usually forgotten to send a card to my mom). What I don’t like about it is that it encourages showering mothers with gifts we really, truth be told, don’t need. Flowers, chocolates, breakfast in bed? No. What every mother I know truly needs, more than anything else, is time — and, in particular, time to work out.Mother’s Day is a holiday that always makes me cringe a little bit (and not just because I’ve usually forgotten to send a card to my mom). What I don’t like about it is that it encourages showering mothers with gifts we really, truth be told, don’t need. Flowers, chocolates, breakfast in bed? No. What every mother I know truly needs, more than anything else, is time — and, in particular, time to work out.There are a lot of activities a mother can, and does, learn to do with her children: cleaning the house, cooking, getting groceries, going to the doctor, even completing part-time work. But working out is a different matter. You can run around with your kids, sure, or jog alongside as they ride their bikes, but the focus necessarily is the kids and their needs. In order to get a true, satisfying, fully beneficial workout, a mother needs to go it alone, but daily demands on the schedule often make carving out time impossible.
What can your gym do to help? The best thing would be providing childcare for the length of a class or workout session. If this is an option for your facility, consider giving your clients who are mothers a voucher for a free or discounted babysitting session this Mother’s Day. If you don’t have the capacity to provide childcare, how about making available class packages that never expire (allowing mothers, for example, to purchase ten classes but not specifying that those classes must be used in a month or six months or some other period of time). You might also consider offering more classes during school hours. I love my gym, but it offers most classes in the morning, when I need to work, and in the evenings, when I’m home with my son. What I long for is yoga or Pilates or cycling at 2 p.m. — but between the hours of 1 p.m. and 6 p.m. there are generally very few choices.
One of the reasons I feel strongly about the need to make it easy for mothers to get to the gym is that mothers are particularly susceptible to unhealthy habits. We gulp down a few quick bites on the run, or we grab pizza because it’s what our kids our eating (but our bodies sure don’t process the pizza like our kids’ bodies do). We take care of everyone else and forget to take care of ourselves. We prioritize household chores over working out.
Caitlin Moran, a comedian, writer, and feminist thinker, points out another, more serious problem that many women who are caretakers face: “Overeating is the addiction of choice among carers,” she writes in her excellent book How to Be a Woman. “… It’s a way of [messing] yourself up while still remaining fully functional, because you have to…, [of] slowly self-destructing in a way that doesn’t inconvenience anyone.” It’s true: a lot of women who overeat do it because the stress of being a “carer” drives them to seek some kind of outlet, but a kind that won’t cause dramatic trauma, as a drug or alcohol addiction might. For such mothers, the ability to work out would make a world of difference. Your facility can help by helping them find the time to focus on fitness.
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My son’s in first grade, and it’s his spring break. I don’t love traveling during spring break, given how crowded attractions can get and how miserable airports can be. I prefer to save the travel for off months and arrange fun things for us to do near home instead. Because it’s just him and me, and because I want to take advantage of the fact that he’s not yet embarrassed to be seen with me in public (I have another four or five years, right?), we’re pretty much attached at the hip during times like these. It’s all well and good, but what happens when I need a workout? He knows how to run me around in the park, that’s for sure, but sometimes it’s just not enough (…)My son’s in first grade, and it’s his spring break. I don’t love traveling during spring break, given how crowded attractions can get and how miserable airports can be. I prefer to save the travel for off months and arrange fun things for us to do near home instead. Because it’s just him and me, and because I want to take advantage of the fact that he’s not yet embarrassed to be seen with me in public (I have another four or five years, right?), we’re pretty much attached at the hip during times like these. It’s all well and good, but what happens when I need a workout? He knows how to run me around in the park, that’s for sure, but sometimes it’s just not enough.I wish my gym offered a class we could take together—something in between the Mommy and Me classes we used to go to when he was a toddler and the grown-up ones I attend on my own. I know there are creative instructors out there who have the know-how (and the energy) to provide both him and me with the structured exercise we each need, while also making it engaging for both of us. Anything involving a ball would probably work.
Equally appealing would be classes for him that coincides with the ones I want to take. Right now, the gym offers drop-off babysitting, but, as he often reminds me, he’s not a baby. Again, I need something to fill in the space after the toddler years and before he’s old enough to spend a couple hours on his own. A class that drills him in soccer or baseball techniques, teaches healthy habits, or just offers a chance to play a rousing game of dodge ball, gaga, or something he’s never heard of before would be perfect.
On the practical end, arranging just a week-and-a-half’s worth of such classes might not be so easy, but it can be done. Your facility management software program can help you slot the classes in and figure out who would be the best instructors; it could also make targeted marketing to the right demographic a breeze. With three or four long school vacations each year, plus shorter ones and all of summer break, there are a lot of parents out there who would instantly sign up for Kid and Me classes or well-timed kids’ classes. The chance to get in a good work-out while still being on-duty would be irresistible.
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Recently, Highmark Blue Cross Blue Shield awarded $125,000 to nine schools in Western Pennsylvania to help fight childhood obesity. This got me thinking. Childhood obesity, according to the U.S. Center for Disease Control and Prevention, has more than doubled in children and tripled in adolescents in the past thirty years. The percentage of children aged 6 to 11 years in the United States who were obese increased from 7 percent in 1980 to nearly 18 percent in 2010. In 2010, more than one third of American children and adolescents were overweight or obese. What are we doing to our kids? […]
Recently, Highmark Blue Cross Blue Shield awarded $125,000 to nine schools in Western Pennsylvania to help fight childhood obesity. This got me thinking. Childhood obesity, according to the U.S. Center for Disease Control and Prevention, has more than doubled in children and tripled in adolescents in the past thirty years. The percentage of children aged 6 to 11 years in the United States who were obese increased from 7 percent in 1980 to nearly 18 percent in 2010. In 2010, more than one third of American children and adolescents were overweight or obese.What are we doing to our kids? With the effects of childhood obesity ranging from, in the short-term, increased likelihood of suffering risk factors for cardiovascular disease, having prediabetes, and being at greater risk for bone and joint problems, sleep apnea, and poor self-esteem to, in the long-term, being at risk for adult-onset heart disease, type 2 diabetes, stroke, cancer, and osteoarthritis, we owe it to our youth to help turn things around.
Which is why Highmark Blue Cross Blue Shield’s action is laudable. The executive director of the Highmark Caring Foundation, Charlie LaVallee, was quoted as saying, “Our goal with funding additional schools is to ensure that even more children will begin to learn early in life the benefits of being active and healthy.” We should all be working together to teach as many children as possible those lessons, in whatever way is available to us. It’s great to see a health insurance company step up to the plate. Of course, parents, schools, and medical professionals also need to play a role.
And what can sports clubs, health facilities, fitness centres, and gyms do? As organizations dedicated to helping individuals meet their physical potential, push themselves past preconceived boundaries, and achieve greater awareness of their own health and their ability to control it, sports facilities of all kinds might be uniquely positioned to fight childhood obesity. Take a look at your scheduling software: Can you fit in an extra class or two that will get kids moving? Can you host healthy-eating information sessions for parents? Can you even send personal trainers or other staff out to schools, maybe in underprivileged areas, where their expertise (and enthusiasm!) could inspire whole classes full of kids?
It’s worth thinking about, anyway.
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