18 Nov 2018 | Digital editions, magazines, websites, e-zines, handbooks and contract publishing for the leisure industry

Leisure Opportunities issue 749, 2018 is now out!

Blogs:

Leisure Opportunities bloggers:

Liz Terry
CEO,
Leisure Media

Kate Cracknell
editor-at-large,
Health Club Management

Eva McDiarmid
Chief Executive,
ASVA

Kurt Janson
Policy Director,
Tourism Alliance

Ufi Ibrahim
Chief Executive,
British Hospitality Association

Philippe Rossiter
Chief Executive,
Institute of Hospitality

Aleatha Ezra
Director of park member development,
World Waterpark Association

Ian Taylor
CEO,
SkillsActive

Gareth Edwards
Director of Education,
Springboard

Jennifer Fields
Communications Coordinator,
Association of Zoos and Aquariums

John Goodbody
Sports Journalist

Peter Ducker
Chief executive,
Institute of Hospitality

Suki Kalirai
Interim CEO,
SkillsActive

Sam Coulstock
Customer Relationship Director,
Springboard

Stephen Studd
CEO,
SkillsActive

Edwina Hart
Minister for Business,
Welsh Assembly Government

Tim Lewthwaite
Publications manager,
Association of Zoos and Aquariums

Lisa Starr
Senior Consultant,
Wynne Business

Linda Cendes
Program Assistant, Comms,
AZA

Julie Becker
Communications and Events Manager,
Ecsite

Anna Bjurstam
Owner,
Raison d'Etre

Michel Buchel
President of Ecsite and CEO of NEMO, Amsetrdan,
NEMO

Dieter Buchner
Founding Partner,
Urban Healing

Jean-Guy de Gabriac
Founder/ CEO,
Tip Touch Academie

Leah De Silva
Business development director,
Springboard

David Grevemberg
CEO,
Glasgow 2014 Commonwealth Games

Anni Hood
Global wellbeing advisor and consultant

Simon Johnson
CEO,
Business in Sport and Leisure

David Kerr
Principal,
David Kerr Associates

Nick King
Director,
Sports Think Tank

Fredrik Lindahl
Treasurer & Administrator,
Finnish Cricket Association

Kerry Mabbley
Customer Relationship Manager,
Springboard

Chris Marriott
Director ,
The Sports Consultancy

Rhona Mennie
Business relations manager,
Springboard UK

Peter Moody
Partner,
Brook Street des Roches LLP

Matt Partridge
Executive board member,
CLOA

Tom Pinnington
Associate director,
Capita Symonds

Neil Richmond
Founder,
Neil Richmond & Co.

Hugh Robertson
Minister for Sport

Louise Routh
Marketing and communications director,
Springboard UK

Dee Smith
Head of Programmes,
Springboard

David Stalker
CEO,
ukactive

Chris Trickey
Chief Executive,
SAPCA

Phillip Villars
Managing Director,
Indigo Planning

Andrew Wade
Partner,
Lawrence Graham LLP

Tom Walker
Journalist,
Leisure Media

Charles Wilford
Co-Head, Leisure Team,
Gerald Eve

Duncan Wood-Allum
Director,
Sport, Leisure and Culture Consultancy

Rebranding exercise

04 Oct 2013
by Kate Cracknell, editor-at-large, Health Club Management
Those whose goals related to enhanced quality of life exercised 34 per cent more than those with weight/appearance goals

Your members are more likely to stick with their exercise routines and remain in membership if they have tangible, immediate reasons for being physically active.

This is the conclusion of a year-long study into the exercise habits of 226 healthy women aged 40–60, which found that activity levels were notably different depending on why they claimed to be exercising. Led by Michelle Segar (michellesegar.com), the study was published in the International Journal of Behavioral Nutrition and Physical Activity.

Even though all research subjects equally valued their own personal goals, some exercised far more than others. The most exciting finding was that those whose goals related to enhanced quality of daily life – lower stress, better sleep, increased vitality and so on – exercised 34 per cent more than those with weight/appearance goals. They also exercised 25 per cent more than those with ‘current health’ goals such as lowering cholesterol, and 15 per cent more than those with healthy ageing goals.

“Immediate payoffs motivate behaviour better than distant goals,” concludes the report. Although some members might be willing to delay gratification in pursuit of a longer-term goal, for many people behaviour change will be brought about most effectively by more instant reward.

While the goals studied in the report were specific to that group of mid-life women, the principles are transferable: there are many reasons to exercise, and those most often quoted won’t necessarily be the ones that translate into sustained activity. The key question is: do you spend enough time investigating what really drives behaviour change among your members, and are you using these insights to inform your decision-making and marketing?

Weight loss remains a key message for many gyms, for example, while the fitness sector as a whole is increasingly promoting a health agenda. But although both these goals featured strongly in the study, Segar believes this is because the women had been ‘socialised’ into it by the media: they perceived them to be the key benefits of exercise simply because they had been repeatedly told they were. The problem was that these goals didn’t translate into sustained participation.

Segar suggests that, if members can be ‘socialised’ into valuing more immediate goals, it could lead to a significant uplift in activity. She therefore proposes that exercise be ‘rebranded’ to focus on the goals that inspire more regular participation.

For this to happen, we need more information about what motivates a wider range of people – something Segar and her colleagues are looking into. The next step will be changing the way we market exercise, so we ‘socialise’ existing and potential members with different perceptions of what it delivers and encourage them to adopt goals that have been proven to drive more regular, sustained participation. We’ll also need to measure and analyse the impact of these changes.

This is a huge project, but if – as Segar’s initial research suggests – the difference in activity levels can be as much as 34 per cent, it’s a venture worth undertaking.



Tags: Health Club Management  executive  health & fitness  sport & recreation  personnel/hr  sales & marketing  academics/research  commercial leisure  training  people  public sector  suppliers 

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