New Insights for Attracting Deconditioned Consumers Into Health & Fitness Facilities

by Casey Conrad

The “deconditioned market.” Talk to any club operator about this population and you will likely get two reactions—simultaneously. First, club operators recognize the potential that this vast market offers, almost as if it’s a tease to the bottom line of membership revenue. At the same time most club operators exhibit frustration towards this ever-elusive market—because to date there has been no across the board success strategies as to how to reach these people. Certainly one hears isolated stories about a club that is doing something unique, but it isn’t happening as a general rule. I, too, struggled with marketing to the deconditioned for most of my 18 years in the industry.

In fact, it wasn’t until three years ago, when I started the HEALTHY INSPIRATIONS Weight Loss & Lifestyle Program that I really began to make significant insights and inroads into attracting this population into a commercial fitness facility. That doesn’t mean we don’t still struggle with finding better ways and improving response rates; there will always be room for greater market penetration. That said, our membership base of around 900 at our RI weight loss centers has less than 3% of members who have EVER previously joined a traditional health club. (No, that’s not a typo—less than three percent) This finding shocked even me. In discussing this with other club operators the logical question they ask is, “What are you doing to attract these people?” This article is going to share with you those insights and give you strategies for growing your membership base with deconditioned members.

To begin with, let’s define what deconditioned means. As a verb, the word decondition means “to cause to lose physical fitness.” Therefore, if we use the word as a noun (which really isn’t grammatically correct) and say“deconditioned,” we’re basically talking about a person or group of people who are out of shape. Given that definition, it is no wonder that health clubs have been trying for decades to attract this population. Consider these statistics:

Currently the American population is around 288 million.
Of those 288 million, about 190 million fall between the ages of 16 and 65.
According to the Center for Disease Control’s latest statistics, 64.5% of Americans are now overweight, with almost 33% being clinically obese. This is up over 30% since 1980!
Childhood and teenage obesity has almost tripled in the last decade.
Obesity is now the second leading cause of deaths in American, only second to tobacco use.

The first two sets of statistics alone imply that there are about 123 million out of shape Americans in the prime age category for a health club membership. Further, this doesn’t take into consideration that there is a percentage of the population that is out of shape but not overweight. Anyway you look at it there is a large percentage of the population that is deconditioned. What is humbling, however, are the statistics from the other end of the spectrum. Even with the high numbers of deconditioned people in the US:

The International Health Racquet & Sportsclub Association (IHRSA) reports that just over 12% of the American population (33.8 million) are currently members of a health club.
The Sporting Goods Manufacturers Association (SGMA) has most recently reported that 20% of the American population (51 million) engages in some form of regular physical fitness activity.

The bottom line is that health clubs have not done a good job to date at brining the deconditioned population into a fitness facility. Obviously, the approach health clubs currently use isn’t working. Something has to change if, as an industry, we are to see significant growth and market penetration.

How the Deconditioned Mindset is Different

What makes the lack of penetration into the deconditioned market even more frustrating is the fact that previous research done through IHRSA by Dr. Christine Brooks at the University of Michigan identified the major reasons why American consumers don’t step foot inside a health club. Such concerns as intimidation, fear of not fitting in and fear of not being able to physically do what is asked of them were among the primary reasons people cited for not exploring a health club opportunity—even when they had an interest in becoming more fit. Yet, even knowing the barriers, clubs have had little success at attracting the deconditioned. What I have learned is that in addition to the barriers to entry cited by Dr. Brooks, the fact is that the deconditioned person has a very different mindset than the average health club member. These differences include:

The average deconditioned person does not revel in the thought of exercising. At first glance, this does not seem much different than the average health club member who struggles to get to the gym—but there is a difference in degrees. One dislikes the thought but joined. The other won’t even come explore the membership opportunity!
The average deconditioned person is not so interested in fitness—they’re more interested in health. Such things as reducing knee and back discomfort, lowering blood pressure or cholesterol, decreasing risk of osteoporosis and getting of medications are of primary concern. Yes, being fit may be what they “need” to relieve those conditions, but it is the health concerns they “want,” and wants are what drives the motivation to act on buying.
The average deconditioned person doesn’t even understand the basics of a fitness program, never mind understand or even appreciate the latest gadgetry exercise equipment has to offer. For them, simple is better because simple is do-able!
Finally, and perhaps most importantly, the average deconditioned person wants information and education because with it comes greater certainty about starting an exercise program and making the right choice about what to do and where to join.

Although these things may not seem like big insights, the implications they carry as it relates to how health cub operators attract and service the deconditioned market are significant. Let’s take a look at some practical application as it relates to these factors.

Changing Strategies to Meet the Mindset

When I got into the weight loss industry three years ago, admittedly, I really knew very little about the deconditioned mindset. In fact, if it wasn’t for the fact that a weight loss center simply attracts deconditioned individuals I probably still wouldn’t know much more. However, because 97% of people walking through the doors of HEALTHY INSPIRATIONS were “typical deconditioned” people, the health club sales presentation and service models had to be adopted to meet the needs of the clientele.

Although a book could probably be written on the subject, we have learned over the years that four basic elements must be present when selling to and servicing the deconditioned market. As someone who has had over 18 years of experience in the fitness industry, I believe that these four elements are just as applicable to a pure club environment as they are in a weight loss program. They are education, orientation, structure and motivation & accountability. Let’s take a closer look at each, identifying key insights and strategies.

Education

As was mentioned earlier, the deconditioned individual knows very little about fitness and usually has many questions—not just about a workout—but all areas of the fitness process. This includes such basic things as understanding the elements of a complete exercise program to actually learning how to work out, to what to expect and what types of changes they should look forward to in a given period of time.

In order to facilitate the educational process, at HEALTHY INSPIRATIONS, we do a number of things. First, at the initial consultation (sales process), the customer is brought through a detailed body composition analysis and full explanation of lean body mass, fat body mass and hydration level. 10-15 minutes is taken to ensure the individual fully understands the impact lean body mass has on ones long-term health and weight loss efforts.

Next, the tour and product presentation is laid out in a flip chart format so the person fully understands how the program works, what the time frame is for their goals and exactly what they will be doing during each stage of the process. This ensures there are no unanswered questions about the program.

Once the individual becomes a member, there is an entire series of audiotapes and CD’s to reinforce what they have learned and further educate them on the most common questions before they even think of them! These audios are used at pre-set intervals based on where the new member is in terms of visits. Two added bonus to these audio programs are consistency and credibility. The member sees them as a wonderful value-added piece and the club doesn’t have to worry about different employees giving conflicting information.

By incorporating a high level of education pre and post sale, the centers enjoy a better closing rate with less experienced salespeople and a more educated consumer who now understands and believes in their decision to incorporate healthy lifestyle habits into their daily routine.

CLUB APPLICATION:

Be sure that your marketing efforts provide plenty of educational information—even if this means you have to mail additional materials or send prospects to your web site. Remember that these people want information to both influence them and assure them.
Utilize “advertorial” type advertisements. These written pieces look more like a column in the newspaper than a display advertisement. Write on topics that interest the deconditioned and make it a regular feature (once a week or every other week) so that the public begins to read it with regularity. Small display-type call to actions can be added underneath to generate calls.

Be certain to incorporate lots of testimonial advertising and photos in your marketing pieces. Provide the reader with details of how the featured individual lowered their blood pressure, relieved back pain, eliminated a prescription drug, etc. as a result of exercise participation. In addition, inserting information about helpful club integration programs and overall comfort in the facility is very powerful.

Orientation

Once the sales process has concluded, the member now finds themselves in the uncomfortable position of using a place and a bunch of equipment that is totally foreign to them. Because of their level of intimidation towards health clubs in general, the orientation process is of major importance to the deconditioned member. At HEALTHY INSPIRATIONS we have scheduled circuit orientation classes at least 4 times per week in various time slots and members must attend. During these orientations the member is given a brief educational presentation on the type of equipment, features, benefits and basic usage. Then, instruction on each station is done, followed by actual participation by all in attendance. This type of structure accomplishes two things simultaneously. One, it ensures proper usage, but two, it builds camaraderie and relationships between members and staff.

CLUB APPLICATION

At a larger health club, in addition to proper equipment orientations, a general “club” orientation could be developed that ran once or twice a month. This orientation would differ in that it would cover an overview of the entire club, from A-Z, a question and answer period, and include staff introductions. Further, some clubs I have worked with in the past opened this event up to missed guests, giving them a chance to learn more about the club and get their questions asked. So, not only will it provide for a more comprehensive orientation to the club but can also second as a selling tool!

Structure

For many health clubs, the equipment orientation process is the last bit of structure the new member receives unless they seek out additional services or attention. At HEALTHY INSPIRATIONS we have realized that on-going structure is what deconditioned members need in order to stick with a program. Therefore, our member clients are required to visit the facility three times per week and they actually check in with a Lifestyle Consultant. Once weekly the client gets their blood pressure checked and once monthly they get an updated body composition test and get re-measured. The structure of the program is very clear for the member and, therefore, they feel more comfortable because expectations are fully understood and achievable for them. Further, such structure allows the new member to begin forming a habit of regular participation. Combined with adequate education and a detailed orientation process, the new member is on their way to success. However, being on your way to success and succeeding are two different things, and that is where the final element comes into play.

Motivation & accountability

Certainly the education, orientation and structure help the deconditioned member to succeed, but what we have found is that they need on-going motivation and accountability to ensure success. Of course, it’s human nature to want motivation. The challenge in the fitness industry, however, is that in order to keep someone motivated, you need to be in contact with them. This becomes a major problem when the member doesn’t show up. Therefore, establishing accountability is a pre-requisite.

At HEALTHY INSPIRATIONS we utilize simply Twin Oaks member management software to track attendance, but what we do with that information makes the difference. First, we have it set up that by Wednesday of any given week we identify who has not yet been into the facility. With that report we immediately begin calling those members. If they continue to miss workouts for over a week, after three phone calls and one message a post card is sent. This type of system, including e-mails continues until the member either gets back on track or tells us they won’t be continuing. The result is greater compliance and members who know we care.

Certainly, I am not suggesting that a health club with more than a thousand members at any given time can make personal phone calls to every member who hasn’t been into the club in a week. At first glance it looks impracticable from both a financial and personnel standpoint. The next question, therefore, becomes, how can such contact be accomplished to fit into the existing model?

One possibility is by using the Internet and club management software. Although I’m not a technician, it must be possible to interface the club usage software into an e-mail system that would automatically send out messages to members who have been absent from the club for certain intervals. Another possibility would be to invest in an auto dialer phone system that worked on the same premise where member tracking identifies who receives a courtesy call. I know some clubs are using both these technologies in various club capacities now, so the potential is already there. Of course, one could even take a simpler approach and calculate what one member is worth, hire someone to be responsible for club retention, and track whether or not any real gains have been made in 6 or 12 months. This, of course, is more difficult for club operators who don’t already have accurate numbers for comparison.

However it is accomplished, keeping members accountable and motivated is a must. As an industry we know that the one thing that directly affects retention is usage. Although many factors influence usage, creating a system where members are contacted more often about sticking with their program is the first step to keeping them.

By creating an approach that incorporates education, orientation, structure and accountability and motivation, your club will be able to provide the type of programs and solutions the deconditioned consumer is looking for.

Now is the time: The Ball is Rolling In Our Favor!

There is no question in my mind that if you are reading this magazine you want to find ways to bring more decoditioned individuals into your facility. The challenge resides in the fact that while trying to figure out a new marketing approach you must continue to attract and service the clientele you currently enjoy. I call this the “spinning plate” syndrome. Nothing in this business is all that difficult until you have to do it all at once.

Regardless of the challenges, now is the time to put effort into figuring out how to attract more deconditioned members into your club. The ball is rolling in the health and fitness industry’s favor. Just consider these few facts.

In 1996 the US Surgeon General released the first-ever report on the health benefits of regular physical activity and the health dangers of sedentary living.
In 2001 the Surgeon General released a “National Action Plan” on preventing obesity and overweight in America.
Congress recently passed the IMPACT bill and the PEP bill, showing the concern the country has about the overweight and obesity problems our entire nation is facing.
Recently, President Bush rolled out a “Healthier US Initiative” program to motivate Americans to live healthier lifestyles.
Every single week more and more studies are released showing that regular physical activity helps to fight off almost all chronic illnesses, like Type II diabetes, heart disease, arthritis, many forms of cancer, high blood pressure, cholesterol, stroke, osteoporosis and depression, just to name some.

Whether you have to put together a group of club employees who tackle the issue or form a coalition amongst peers in your community, take time now to compile what we know about the deconditioned individual and find new and better ways to reach out to them in your marketplace while adapting your media images to make them feel comfortable about visiting. Doing so will surely lead to greater success in your business and personal fulfillment in your life.