Recent statistics in 2019 (pre-COVID-19) show that up to 21.2% of all of the people in America have a membership to a gym or health club. But this percentage doesn’t reflect the actual usage because… LESS THAN 8% of people who have memberships actually USE THEM on a regular basis!
Despite the ups and downs of our economy and changes in personal income, U.S. gym membership surpassed 64 million people in 2019 according to the International Health, Racquet & Sportsclub Association. But health club members have been showing up less and less. In fact, 4 out of 5 gym memberships go unused, many never even stepping foot into the gym after the first 3-4 days.
And of course, these statistics don’t reflect the impact that the COVID-19 pandemic has had in 2020. Of the gym and health club membership goers surveyed after the shutdowns in 2020, over 40% said they are not likely to return to their large, “open concept” gym and health club for fear of contracting the virus.
It is certainly a sad state of affairs in a country that is battling obesity and lifestyle diseases, the effects of which are about to have the greatest negative impact on our healthcare delivery system in our history.
In addition to the mass exodus of gym goers as a result of the COVID-19 pandemic, it is this author’s contention that there is, and always has been, one major flaw in the health club and gym model that lacks appeal to the 90%+ of those who really need to exercise, but don’t: they are built on the “open gym” concept.
Essentially, the premise that most health clubs and gyms are designed upon is to lease a large open “warehouse-like” space, put in a lot of fancy “latest gadget” equipment, some locker rooms, a pro shop… and voila, you’re open for business! And the hope is that people will just come because “you’ve built it”, they’ll join, and become fit, lose weight, and become healthier… all on their own!
Having worked for over 30 years in some aspect of the health and fitness industry, and extensively consulted in the medical fitness arena, it’s simply not true… and the statistics prove it. It’s a broken model that fails to serve most people with positive outcomes for 4 reasons (listed here in the order of of importance):
Reason #1: People fear large public places due to COVID-19.
Over 40% of gym and health club patrons say that although there are temperature checks, hand sanitizer dispensers, and wipes available, it is simply not enough to make them want to return to that open environment and take the chance of exposure to another COVID-19 carrying individual. And with politicians mandating multiple shutdowns of gyms and health clubs across the country, gym goers are uneasy and skeptical about it being safe.
And even with a COVID-19 vaccine on the horizon, it will still be quite a long time before its effectiveness will be known. That means gym goers will have to continue to “mask up” when going to workout, as well as put up with ongoing starts and stops of service every time a state government deems that the number of COVID-19 cases is on the rise.
Reason #2: People are afraid of getting hurt.
Most of the people who don’t belong to a gym or health club aren’t going to go because they’ve either been hurt by something they did while at the gym or they already have health conditions they think will worsen if they do things they are unsure about. They don’t have the confidence in themselves to research and become knowledgeable about what type of exercise is appropriate for them and how much to do without causing more injuries or worsening the health conditions they already have.
And many also don’t feel comfortable with health club trainers who for the most part are much younger, tend to be overly aggressive, and are inexperienced in working with member health issues.
Reason #3: People don’t know what to do.
And so you may argue as a fitness professional or health club owner… “Well, that’s what we have personal trainers for.” But, unfortunately most personal trainers and fitness professionals know little beyond how to perform a comprehensive enough PAR-Q and health screening assessment.
This is the reason why most healthcare practitioners are reluctant to refer their patients for exercise to a gym or health club because they too don’t have the confidence when most of the patients they would send belong to the huge, de-conditioned U.S. population who haven’t exercise in years.
Reason #4: People don’t want to look silly or feel embarrassed.
Imagine what it is like for a 45-year-old women who is 50 lb. overweight to enter a warehouse-like gym or health club. To her, it is very intimidating… almost like having to take off her bathing suit cover-up at the beach and expose herself to everyone watching.
And then on top of that, trying to act like she knows what she’s doing and either looking silly or awkward. It’s not going to happen, and if it does, it won’t be long until she quits the “going to the gym” idea once and for all.
The Opportunity Awaits…
These 4 Reasons are providing a unique opportunity for healthcare professionals to take a leadership role in the exercise and fitness arena by offer these types of wellness services to both active and inactive patients who are now looking for a more effective and safer alternative.
Your patients are really looking for is a solution that is safe, effective, and takes them by the hand (and not for just a few initial personal training sessions). A solution that helps them change their lifestyle to incorporate participation in a results-orientated exercise program on a regular and consistent basis.
This is why most Americans are turning to their medical doctors, physical therapists, and chiropractors to guide them to a healthier lifestyle that includes this component: exercise. They already know their environment is safe and “essential”. They also know that their healthcare professional is someone they already know, like, and trust. And finally, they are looking for an exercise experience that is tailored to their specific needs and shortcomings.
For more information on how you can offer your patients a more “lifestyle-based” fitness program that they will gladly pay you more for because they get more than what they’d get at the gym or health club down the street, schedule a brief, 15-Minute Phone Consultation with us.
Rich is a Health and Wellness Business Adviser to a variety of health professionals including medical physicians, physical therapists, chiropractors, nurse practitioners, massage therapists, health club owners, and fitness professionals throughout the U.S. During the past 30 years, Rich has conducted training programs for thousands of health professionals regarding the planning and implementation of effective, sustainable, and profitable wellness programs in their practices.
Rich is also the founder of the Medical Fitness Academy, a wellness practice consulting company specifically for health and fitness professionals. The company offers a wide variety of consulting programs that help healthcare practitioners plan, implement, grow, and profit from adding cash-based wellness programs in their practices.
The Academy features wellness practice and business management, marketing and operational materials in the form of multimedia training programs as well as articles, business tools, downloadable forms, checklists and a wide variety of information on the systems and procedures required to operate a successful medical fitness and wellness program.
Rich is recently the the developer of the One Room Wellness Center Strategy, a complete proven business model for implementing a successful wellness program in just 80-200 sq. ft. of any healthcare professional’s office in 60 days or less.
To find out more about our One Room Wellness Center Strategy and if it’s a profit-generating solution for you and your practice, start by talking with us today during a FREE 15-Minute Phone Consultation at 888.311.1345.
