- 1.
- How to Engage and Retain the Inactive Market
- Executive Director YMCAfit
- Head of Training & Development YMCAfit
2. What is The Fitness Product? Activity for Health Health
Related General Fitness SportBody Building Elite Fitness The
Fitness Product Continuum 3. We Focus on the Body!Why?
4. Health Gains (Goal or Benefit?)
- Obesity Risk and Management
5. Who Exercises? 44% On the Subs Bench Could be persuaded 20%
Couch Potatoes Hard to Reach 20% Sporty Types 16% Mild Enthusiasts
Keen but could do more 6.
-
- 53% of Gym Members are female
-
- 72% of Gym Members are under 45 years of age
-
- 48% of Gym Members are under 35 years of age
-
- Financially high earners, 36 % have personal annual income of
over 30k
Who are our Members? 7.
- Consumer data was coded with Mosaic and compared to a UK base
of Adults 18+
- Overall, Fitness Members are most likely to be from the
following
- A -Symbols of Success (18.3%)
- E -Urban Intelligence (18%)
- B -Happy Families (13.4%)
Mosaic UK Profile of All Gym Members 8. Group E Urban
Intelligence
With thanks to the Leisure Database Company 9. Who Do We Focus
On? The Keenies The Referred The Rest! The Chris Tynan Theory! 10.
Retention
- The very best clubs retain 90% of their members after a 12
month period
- The worst only retain 39% over the same period
- On average,4 out of 10 of our members will leave within a
year
11. Health Inequality
- The poorest physical and mental health is disproportionately
evident in people with a high score on the Index of Multiple
Deprivation (2004)
- Low educational achievement
- Greatest age/BME/disabled/poor mental health
- Such people are also the LEAST ACTIVE
12. The Cycle of Doom! Exclusion Inactivity Disease Inactivity
13. Tower Block Living Key Features Young adults No children Low
incomes State benefits High unemployment High rise flats Poor
health/smokers Amongst the poorest in all senses With thanks to the
Leisure Database Company 14. Welfare Borderline Key Features
Families Many young children Low incomes State benefits High
deprivation Council housing Public transport Heavy watchers of TV
Use cash With thanks to the Leisure Database Company 15. How
Attractive is the Fitness Product?
- Complicated Whatever happened to Step?
- ACSM Guidelines versus Dept of Health Guidelines
- Poor results (Nic Jarvis)
- Member Culture, Environment, Exclusive vs Inclusive
16. 17. 18. 19. 20. 21. 22. 23. Can the Waverers be Won?
- The answer would appear to be YES
- Half adults agree they should do a lot more
- Half adults claim to exercise once per week!
- About 38% claim they take regular exercise!
- 37% of women say most of the time I am trying to
- Fifty percent of the population definitely agree
- or tend to agree that their life is quite stressful.
24. YMCA Activate England Activating the Hard to Reach Case
Study 25. Childrens Interactive Programme Sutton Coldfield YMCA 26.
July 2004
- 918,000 Big Lottery funding via Sport England
- Three year programme to:-
- Widen access, promote health, increase participation in
physical activity targeting those least likely to engage in
physical activity
27. YMCA Activate England Programme
- YMCA England appoint implementation team
-
- Two Implementation Managers
- YMCA England programme development
-
- Childrens Interactive Programme
- YMCAfit programme development
-
- Physical Activity in Mental Health
28.
- 4. Engage & sign up 56 local associations
- 5. YMCAfit Training Programme Development
-
- Activator Training (three days)
-
- Childrens Activator Training (one day)
-
- Mental Health Activator (three days)
- 7. Programmes supported and delivered
- 8. Training and Programmes monitored and evaluated
29. Outcomes
- 23 Childrens Activators trained
- 65 Mental Health Activators trained
- Training Evaluation Commissioned & Published
30. Outcomes
- 8050 beneficiaries participated in the programmes
- 46% were previously inactive
- 80% were below the Sport England/CMO guidelines for
sport/activity participation
- 27% were from socially deprived communities (56% - The
Challenge!)
- 14% were from black and minority ethnic backgrounds
31. The Challenges/Learning
- Training was the key component imparted skills, knowledge
andconfidence
- Training too academic flexible learning formats needed
- It takestimeto gear up be realistic
- Dont make delivery funding dependant.Our meanness meant
sustainability!
- Dont underestimatesupportfor sharp end delivery team. Mentoring
is an essential component. Chase and drive
- Senior management buy in essential
- Review, share models of good practice. Celebrate success
32. Future Development
- Activate London (Well London) Peer Activators!
- Activity and Mental Health (MIND)
- CYQ Certification October 2009?
- Street Dance Activators-Barking & Dagenham
33. Qualitative Stuff!!
- Pathway to ActivityId been indoors for the previous ten years
after having a strokeNow I am getting out.Its very helpful.I can
walk straight. I can climb stairs. I used to fall over now I
dont
- Pathway to Activity beneficiary Wimbledon YMCA
34. Pathway to Activity Stoke on Trent YMCA 35. The ChallengeI
used to sleep a lot more.I would stay up most of the night and then
sleep all day.I never really wanted to do anything.This has changed
that! Challenge beneficiary Tyne & Wear YMCA 36. The Challenge
Nottinghamshire YMCA 37. The FIAs Sweat in the City (SiTC)
Programme
- A pilot programme designed to encourage young women to be more
active
- 200k match funded programme. Sport England (London region)
Community Investment funding
- 12 week programme running between October and December
2008
- 101 London leisure centres and gyms offering 3 months free
membership for 16 24 year old women
- 33 London Boroughs were targeted 31 took part
- 3,000 places originally available. This number reduced to
approximately 2,100 due to centre availability
38. The FIAs Sweat in the City (SiTC) Programme
- In London 16 25 year old women are only half as active as their
male counterparts. Lack of confidence, not liking sport, finance,
study and time are listed as barriers
- By taking away the cost and providing access, fitness clubs
were seen as a possible solution
39. The FIAs Sweat in the City (SiTC) Programme
- Additional support included:
- A social networking website
- Online exercise advice and fitness programmes
- Opportunities to try new sports (fencing, boxing, tennis,
rowing and football)
40. The FIAs Sweat in the City (SiTC) Programme
- 346 women completed the evaluation questionnaire
- 29% attended x 3 sessions or more per week (figures taken from
the Evaluation Group)
- 76% attended x 1 session per week (figures taken from
Evaluation Group)
- 67 out of 101 clubs completed the evaluation questionnaire
41. The FIAs Sweat in the City (SiTC) Programme
- The scheduling of group exercise sessions made it difficult for
participants to attend
- Lack of direct contact between the participants and the centre
staff made communication difficult
- Staff felt participants were not fully aware of their expected
commitment
- Centre locality was taken into account.However, travel time and
safety was still an issue for some
42. The FIAs Sweat in the City (SiTC) Programme
- Only 15 of the 68 level 2 and 3 SiTC instructors who completed
the evaluation attended the pre-programme workshop. Those who did
attend gave positive feedback
- Of those 346 women returning evaluation questionnaires, 122
participants took out club membership at the end of the programme.
60 women planned to use pay as you go options
- Positive qualitative feedback
- .slightly daunted when I first went into the gym as there were
a lot of very fit and athletic looking people who knew what they
were doing. I got really into it once I started using the equipment
and felt amazing afterwards
- I havent set foot in a gym since I was 16, I was slightly
nervous, when it comes to gyms I am always scared of being
surrounded by a million and one super-fit people running at 200 mph
and not even breaking a sweat. So yesterday was a revelation for me
the gym isnt scary!
43. The FIAs Sweat in the City (SiTC) Programme
- If centres are serious about making a difference to the health
of young women in London they need to allocate some peak/prime time
slots for beginners.
- Schemes targeting inactive participants must promote effective
communication between the participants and the centre staff
- Full staff training is needed for all sites involved
44. Guidelines for engaging the inactive market
(Instructors)
- Instructor Knowledge (psychosocial model, barriers to
participation, coaching to support and maintain change) and
interaction!
- Establish the exercise habit first
- Give them what they want. Avoid the expert mode &
listen!
- Make it fun refunds if they dont enjoy it!!
- Simple exercises, moderate intensity. Group exercise
45. Guidelines for engaging the inactive market
(Instructors)
- Reward skill mastery and adherence
- Dispel fear talk about effects of exercise
- Ignore progressions prioritise the exercise habit
- Measure + value enjoyment, mood, happiness, positivity
- Do not fitness test initially
46. Factors for success in engaging the inactive market
- Employ people with the following skills or train and develop
them!
- Committed to physical activity
- Socially effective (sticky people)
47. Guidelines forengaging the inactive market (Tactics)
- Culturally relevant programmes
- Community based programmes including outreach
- Moderate intensity, low skill programmes
- Multi agency partnerships
- Harness peer support/ telephone support
- Ensure access (transport)
48. Who Exercises? 44% On the Subs Bench Could be persuaded
Strategy: Remove Barriers, Support Behaviour Change. Try before you
buy 20% Couch Potatoes Hard to Reach Strategy: Educate, Inform,
Support Behaviour Change. Activate at Community Level. Peer
motivators. Reach the young 20% Sporty Types Strategy: Recruit,
Retain, Excellent Customer Service 16% Mild EnthusiastsKeen but
could do more Strategy: Reach out, Recruit, Products fit for
purpose 49. Childrens Interactive Programme Hornsey YMCA And
finally.