Motivation, Behaviour Change, and Health Coaching in the Fitness Industry

I’ve been thinking a lot about motivation over the holiday season, reading articles and listening to podcasts from inside and outside the fitness industry. Conversations with clients, partners, and trusted advisors feed and reinforce my thoughts on this, so here they are.

I’m talking primarily about motivation to be active, or to be healthier, of course.

It’s worth noting that behaviour change is very difficult, particularly when it comes to being active. It’s becoming more difficult too. Fast food or anything else we need can be delivered on demand to our door, while TV or social media sticks us to our couches, and AI is doing more of our actual thinking of us, while we sleep less. I’m not sure if we’re turning into the human characters in the film WALL-E, being softened up so that we can’t fight the Terminators.

So, behaviour change is difficult… we need more support and more motivation, to combat the evil kangaroos driving us towards an early grave.

The Gym Bunnies

15% of the population are motivated to join a gym or health club, and some of those will get a great onboarding experience, be encouraged by staff, group exercise instructors, personal trainers, and these members will stick at their new exercise programme.

Others will be determined to make the most of the membership as they are paying monthly for it, and this commitment works for them.

Working out with a friend is great for accountability, and lots of people talk about the value of small group PT sessions on the gym floor as helpful for lots of reasons; getting into a fitness routine, as well as sticking at it, meeting other like-minded people, and accessing PT skills, knowledge, and inspiration. It’s also more affordable than one-to-one PT.

The 85%

Many more people can’t or won’t join a gym though, for many reasons. Cost and location are big factors, but so is intimidation, fear, unfamiliarity, or “not being fit enough”, which really is about confidence and feeling that the gym isn’t for people like them. We need to do a whole lot more as an industry to be inclusive, accessible and show that we’re able, willing, and keen to help more people with their health and wellbeing, rather than just fitness and strength.

Buying a dog is a great way to ensure you get outside for at least one daily walk. Dogs are twice as popular as joining a gym, based on some survey stats ! There’s no contract, but it’s a long-term (lifetime) commitment, it’s expensive (food, insurance, vets) and you have to pick up after your dog. Yet more people went for this option during lockdown, and are out walking their dogs every day, plus they’re getting the great health benefits of being active outdoors.

There are many more options to be active, or move more, besides the gym or leisure centre. Team sports, parkrun, online workouts, outdoor gyms, golf, gardening, or simply walking. And there are even more ways to be healthier, from nutrition and hydration, to sleep and mindfulness.

But more motivation is usually needed. Being in a team or group really helps with accountability, however, the capability of a coach or instructor can be a big benefit, if the coach understands behaviour change.

Measurements are another way to inspire many people. However, being weighed or having body fat measured with skinfold callipers is rarely a positive experience, but today’s body composition devices give readings that can help educate and activate people. Metabolic age is usually a huge motivator, and if people understand a little of what goes into it, then they can start to take action to reduce their body age, with light to moderate regular activity, or by improving hydration, for example.

The Future of the Fitness Industry

This is where the fitness industry must focus its efforts. Our staff hold the key to motivate people to be healthier, just as long as we realise that the majority don’t want to do this inside our facilities. Treadmills, kettlebells, and group exercise are all great for the 15% we already have as members, but it will be a big struggle to convert many more. Instead, we must support the 85% with measurement and coaching, encouraging them with their own healthier choices, and perhaps even joining them on a walk or run in the park, or setting up and maintaining a group for people with similar health goals.

A great instructor or coach will sit down with 50 new members in January for their activation, and talk about goals, lifestyle, experience, and what the new gym joiner wants to achieve. They’ll make them feel at ease, get them on the Body Composition device or similar for a measurement, book them into a class, and book a follow-up appointment when the member wants it, or typically in 4-6 weeks’ time.

There’s no reason why that coach can’t follow the same activation process for someone who doesn’t want to join the gym or attend classes, but does want to subscribe to a support service to be healthier. It’s all about behaviour change, which is hard on your own, but easier with a coach, or even better, with a coach led group.

HealthSeekers

Click here to find out more about what we call HealthSeekers, with HealthSeeker Stories (a podcast), the HealthSeeker playbook, or the HealthSeeker Coaching course developed in partnership between GGFit and FutureFit for Business.