Every New Year’s Day people across the country wake up and say, “This is the year. I am going to lose 10 pounds, get in shape and eat better. Starting today, I am turning it around.” And for about a week, maybe even a month or two, they uphold the vows they made. They go to the gym every day, workout hard, eat celery and grilled chicken, and live life on the straight and narrow. But at some point each of the strict vows they made starts to unravel. They don’t make time for the gym for a few days, then next thing they know they aren’t going to the gym at all.
This article looks at ways private clubs can be a part of the solution to keep club members on track with their health and fitness goals.
Understanding Success and Failure
Why do people fail at their New Year’s resolutions? Statistics show that more than half will fail within six months of making the resolution. Studies point to three reasons. First, the timing may be off. They are just coming off a period of holiday overindulgence. They expect self-discipline to suddenly take over. It does for a bit, but then the feeling of being deprived takes over and they begin to resent the rules they have imposed and they slowly start to rebel. Second, many people approach New Year’s resolutions as if they were punishment for bad behavior. People can tolerate punishment for only so long. Third, the changes that people try to make are a departure from their normal habits. This makes them very hard to maintain. Often, the goals they set seem too large and unattainable.
The question remains, how do we as wellness professionals in the club industry help members uphold their New Year’s resolutions? As trainers we need to meet members and make sure they truly desire to change. They have to believe in it and want it. We can teach them ways to visualize their goals by helping them picture feeling healthier, more energetic, or picture what it would feel like to cross the finish line of their first 10K.
Motivating Members
Help them understand that resolutions are not a punishment; they’re an opportunity for positive change. Trainers need to help members put their plans in writing. They should create mini goals to help them reach their larger goals. Goal one might be to lose three pounds in three weeks. The second goal of their plan might be to run a mile without stopping, and so forth. We also need to help members understand that Rome was not built in a day. And instead of imposing lots of harsh rules right from the beginning, create a plan that includes weekly rule amendments. Helping members understand that there will be road blocks and teaching them coping mechanisms for when they hit rough patches will also ensure their success.
Within the club’s facilities, we can help members create a support system and offer goal-oriented programs. Creative ideas include launching a “Biggest Loser” competition or offering partner/small group training specials. Encouraging members to vocalize and share their goals publicly will hold them accountable to staying on track. Members can become one another’s cheering squad, and the friendly competition is motivating.
Not only are there numerous weight loss competitions that can be offered but also “Couch to 5K programs,” triathlon training programs, and other programs that can get people moving toward their goal. Look at the sports your club offers. Is there a group of new golfers who could benefit from a fitness class uniquely related to the physical requirements of the game of golf?
Communications and Programming
Make sure that within the club community resources are being offered to the members that will keep them informed and motivated. Create weekly newsletters that offer nutrition/fitness articles, featured workouts and healthy recipes. Have different trainers write newsletter articles. This is a great way to showcase the trainers’ knowledge, all while educating the members. Additionally, weekly seminars and workshops like healthy cooking classes are an attractive option for clubs.
Club trainers can provide workshops on the benefits of various types of exercise. This enables them to highlight their specialties and training styles. If there is a trainer that specializes in “TABATA” or “HIIT” training, they can teach a specialty class/workshop on this type of training. It helps the members step outside the box and experience a fun, challenging workout.
Offer Support
The club fitness center should support members and cheer them on. Create recognition boards or feature their success stories in the newsletter. If a member hits a new personal best in running a mile, recognize him or her. Members benefit from positive reinforcement; it helps keep them motivated. Social media is another way to help with the recognition of member successes. If the club has a Facebook page, consider posting daily motivational sayings and pertinent fitness and nutrition stories.
Ensuring our members’ successes will only help the club. Cheering them on, building relationships, being a part of their support group and offering them the tools and resources they need to reach success will keep them around for the long term. If the club is contributing to keeping them on track, we are ultimately increasing our revenue—a win-win for everyone.
Angela is the fitness director at Columbia Country Club in Chevy Chase, Maryland. She can be reached at [email protected].