HealthSeekers Education: Reaching the 85%

One of the most positive shifts during HealthSeeker discussions is the focus on the 85% of the population who do not have a gym or health club membership.

To push this movement forward, we need three tiers of education, along with collaboration and coaching.

Today, let’s talk about education.

Rethinking the Fitness Industry

The fitness industry has traditionally focused on the 15% (now 15.9% according to the latest Leisure DB report) who are already active. The goal has been to help the fit get fitter, competing for the same demographic and often poaching members from other clubs. The low-cost model has exacerbated this, with budget clubs 'stealing' members from incumbents who then try to win them back.

Many see the ‘pivot to health’ as a way to bring ‘the 85%’ into our leisure centres, gyms, and health clubs. However, as Andy King suggests on The Conveners podcast, the term pivot could be replaced with "broaden" or "transform." Most HealthSeekers are not interested in working out, exercising, or ‘doing sport.’ No amount of pivoting, transformation, or special offers will change that.

A New Vision for 2030

ukactive ’s 2030 vision has shifted from "having 20% of the population regularly using gyms, pools, and leisure centres", to "helping our members engage over 20% of the population by 2030". We fully support this realistic vision. The fitness industry can support many more people with behaviour change, and health measurement and improvement.

The Key Role of Education

Education is crucial, a point we've discussed at length at Elevate – the B2B event of physical activity and other conferences this year.

We need to focus on three areas: educating staff, members, and the public.

Educating Staff

The obvious starting point is staff education. Through the HealthSeekers coaching courses and other initiatives, we are skilling up and transforming instructors into coaches. This transformation is more than just a name badge or job title change.

Graduates from the HealthSeekers coaching course share that their day has improved by talking to more people, talking to different people, and talking in different ways. Coaches listen more, and therefore learn more every day, and they say that working in coaching is beneficial to their mental health.

They report more purposeful work and more meaningful conversations with existing members, which in turn improves member retention.

Partnerships like the UK & International Health Coaching Association provide new pathways for health coaches to develop and help more people with health improvement.

Educating Members

Next, we must educate our members. This involves teaching them about health, metrics, and goals, which has the side effect of helping them to stick around longer.

Regular member health checks, using body composition devices, and setting clear health goals are essential. Educate your members as to why they should have a measurement. What is the benefit? What will they learn? What value does it add to their membership experience.

Educating the Public

The most challenging part is public education. We need to dispel myths about gym contracts (many people still fear being locked into a ‘gym contract’ that they can’t leave).

There’s also a belief that the fitness industry is all about “no pain, no gain”. We must show them that they don't have to use the gym, don't have to do a workout, or work up a sweat.

We must show, demonstrate, educate non-members, especially HealthSeekers that our coaches are friendly and that our focus is on overall health, including eating, resting, and moving.

Instead of trying to get the 85% into clubs to exercise, we should educate them about their health and provide great coaching, with follow up appointments or a health (not fitness) programme.

Join the Discussion

For more on how clubs are nurturing and supporting HealthSeekers, reach out for a conversation or find more resources including podcasts, playbooks, and education at ggfit.com/healthseekers .