Mix it up and keep it fresh

Matthew Januszek, Customer Solutions Director, Escape Fitness

Contrary to popular belief, January is not the month when most people join a gym. According to The Fitness Industry Association’s 2008 National Retention Report, it is in fact, September. Working on the basis that your club has seen an influx of keen new members in the last few weeks, now is the time to ensure that their enthusiasm is maintained and their desired results are starting to be achieved.

Boredom can undermine even the best intentions and when working out becomes a bit of a chore, it’s easy to find excuses for not doing it. One good way to avoid this, is to mix it up. Variety really is the spice of life and never more so than in exercise programming – keep it fun and keep it fresh, to keep them coming back. Equipment plays a big part in maintaining motivation and providing a range of products that are multi-purpose, functional and versatile will allow a greater number of exercise options to be performed and provide continued progression. It’s also important to have a variety of equipment which is appropriate for different user groups, the new Reebok Professional range for example, has been designed to appeal specifically to female exercisers with a funky citrus colour palette and smaller grips.

Lack of time is very often the main constraint preventing members from getting to the gym or working out for as long as they would like. Promote cross-training and the idea that exercise doesn’t just have to be done at the gym – using the hotel swimming pool while away on business or a work out in the park are just as valuable. The TRX Professional Suspension Trainer can be used anywhere there is a sturdy support making it perfect for occasions when getting to the gym is not an option. By encouraging regular participation in this way, you are increasing the likelihood of exercise adherence and ultimately member retention.

For those members who have a limited time at the gym, make sure that their programme maximises the time available. Schedule time efficient sessions such as a 45 minute lunch time class or a 30 minute all over body circuit, that can fit in with busy lifestyles, but still provides an effective work out. Exercise variety is not just beneficial from a psychological perspective it also has many physiological benefits and by varying the stresses placed on the body helps improve all round strength and fitness.

Some people find exercising alone incredibly dull. Personal Training or group exercise classes, such as spinning, might provide a more enjoyable alternative and the additional support needed. Remember to emphasise the different opportunities and activities throughout your facility and promote it as a complete package rather than separate components to help your members maintain motivation and achieve their goals.