How To Engage And Retain the Inactive Market

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  • Discuss the relationship of total fitness in relation to children’s health to include reduced risk factors of chronic diseases later in life, obesity, diabetes, mental health, osteoporosis etc.
  • Discuss the relationship of total fitness in relation to children’s health to include reduced risk factors of chronic diseases later in life, obesity, diabetes, mental health, osteoporosis etc.
  • Discuss the relationship of total fitness in relation to children’s health to include reduced risk factors of chronic diseases later in life, obesity, diabetes, mental health, osteoporosis etc.
  • Discuss the relationship of total fitness in relation to children’s health to include reduced risk factors of chronic diseases later in life, obesity, diabetes, mental health, osteoporosis etc.
  • Discuss the relationship of total fitness in relation to children’s health to include reduced risk factors of chronic diseases later in life, obesity, diabetes, mental health, osteoporosis etc.
  • Discuss the relationship of total fitness in relation to children’s health to include reduced risk factors of chronic diseases later in life, obesity, diabetes, mental health, osteoporosis etc.
  • How To Engage And Retain the Inactive Market

    1. 1. <ul><li>How to Engage and Retain the Inactive Market </li></ul><ul><li>Robin Gargrave </li></ul><ul><li>Executive Director YMCAfit </li></ul><ul><li>Denise Page </li></ul><ul><li>Head of Training & Development YMCAfit </li></ul>
    2. 2. What is “The Fitness Product”? Activity for Health Health Related General Fitness Sport Body Building Elite Fitness The Fitness Product Continuum
    3. 3. We Focus on the Body! – Why? <ul><li>CUSTOMER DEMAND! </li></ul><ul><li>Performance Goals </li></ul><ul><li>-Faster </li></ul><ul><li>-Stronger </li></ul><ul><li>-Sport Related </li></ul><ul><li>-Lifestyle Related </li></ul><ul><li>Body Composition Goals </li></ul><ul><li>-Lose weight </li></ul><ul><li>-Gain weight </li></ul><ul><li>-Less fat, more muscle </li></ul><ul><li>-“Look good” </li></ul><ul><li>-Flat tummy </li></ul>
    4. 4. Health Gains – (Goal or Benefit?) <ul><li>LDL </li></ul><ul><li>HDL </li></ul><ul><li>CHD risk </li></ul><ul><li>Type 2 Diabetes Risk </li></ul><ul><li>Osteoporosis Risk </li></ul><ul><li>Certain Cancers Risk </li></ul><ul><li>Normalise BP </li></ul><ul><li>Obesity Risk and Management </li></ul>
    5. 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. 6. <ul><ul><li>53% of Gym Members are female </li></ul></ul><ul><ul><li>72% of Gym Members are under 45 years of age </li></ul></ul><ul><ul><li>48% of Gym Members are under 35 years of age </li></ul></ul><ul><ul><li>56% are single </li></ul></ul><ul><ul><li>66% have no children </li></ul></ul><ul><ul><li>Financially high earners, 36 % have personal annual income of over £30k </li></ul></ul>Who are our Members?
    7. 7. <ul><li>Consumer data was coded with Mosaic and compared to a UK base of Adults 18+ </li></ul><ul><li>Overall, Fitness Members are most likely to be from the following </li></ul><ul><li>A -Symbols of Success (18.3%) </li></ul><ul><li>E -Urban Intelligence (18%) </li></ul><ul><li>B -Happy Families (13.4%) </li></ul>Mosaic UK Profile of All Gym Members
    8. 8. Group E Urban Intelligence <ul><li>Key Features </li></ul><ul><li>Young singles </li></ul><ul><li>Few children </li></ul><ul><li>Well educated </li></ul><ul><li>Full time students </li></ul><ul><li>Professionals </li></ul><ul><li>Open-minded </li></ul><ul><li>Cosmopolitan tastes </li></ul><ul><li>Liberal views </li></ul><ul><li>Cultural variety </li></ul>With thanks to the Leisure Database Company
    9. 9. Who Do We Focus On? The Keenies The Referred The Rest! The Chris Tynan Theory!
    10. 10. Retention <ul><li>The very best clubs retain 90% of their members after a 12 month period </li></ul><ul><li>The worst only retain 39% over the same period </li></ul><ul><li>On average, 4 out of 10 of our members will leave within a year </li></ul><ul><li>Dr Paul Bedford </li></ul><ul><li>FIA Retention Survey </li></ul>
    11. 11. Health Inequality <ul><li>The poorest physical and mental health is disproportionately evident in people with a high score on the Index of Multiple Deprivation (2004) </li></ul><ul><li>Low social class </li></ul><ul><li>Low income </li></ul><ul><li>Low educational achievement </li></ul><ul><li>Greatest age/BME/disabled/poor mental health </li></ul><ul><li>Such people are also the LEAST ACTIVE </li></ul>
    12. 12. The Cycle of Doom! Exclusion Inactivity Disease Inactivity
    13. 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. 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. 15. How Attractive is the Fitness Product? <ul><li>Increased HR </li></ul><ul><li>Increased respiration </li></ul><ul><li>Hot, sweaty </li></ul><ul><li>Complicated – Whatever happened to Step? </li></ul><ul><li>Discomfort pain! </li></ul><ul><li>D.O.M.S. </li></ul><ul><li>ACSM Guidelines versus Dept of Health Guidelines </li></ul><ul><li>Poor results – (Nic Jarvis) </li></ul><ul><li>Member Culture, Environment, “Exclusive vs Inclusive” </li></ul><ul><li>Marketing </li></ul>
    16. 23. Can the Waverers be Won? <ul><li>The answer would appear to be YES </li></ul><ul><li>Half adults agree they should “do a lot more </li></ul><ul><li>about their health” </li></ul><ul><li>Half adults “claim” to exercise once per week! </li></ul><ul><li>About 38% “claim” they take regular exercise! </li></ul><ul><li>37% of women say “most of the time I am trying to </li></ul><ul><li>lose weight!” ( 19% men) </li></ul><ul><li>Fifty percent of the population “definitely agree” </li></ul><ul><li>or “tend to agree” that their “life is quite stressful.” </li></ul>
    17. 24. YMCA Activate England – Activating the “Hard to Reach” Case Study
    18. 25. Children’s Interactive Programme – Sutton Coldfield YMCA
    19. 26. July 2004 <ul><li>£918,000 – Big Lottery funding via Sport England </li></ul><ul><li>Three year programme to:- </li></ul><ul><li>Widen access, promote health, increase participation in physical activity “targeting those least likely to engage in physical activity” </li></ul>
    20. 27. YMCA Activate England Programme <ul><li>YMCA England appoint implementation team </li></ul><ul><ul><li>Project Manager </li></ul></ul><ul><ul><li>Two Implementation Managers </li></ul></ul><ul><ul><li>Administration Support </li></ul></ul><ul><ul><li>Marketing & PR Support </li></ul></ul><ul><li>YMCA England programme development </li></ul><ul><ul><li>Pathway to Activity </li></ul></ul><ul><ul><li>The Challenge </li></ul></ul><ul><ul><li>Children’s Interactive Programme </li></ul></ul><ul><li>YMCAfit programme development </li></ul><ul><ul><li>Physical Activity in Mental Health </li></ul></ul>
    21. 28. <ul><li>4. Engage & “sign up” 56 local associations </li></ul><ul><li>5. YMCAfit Training Programme Development </li></ul><ul><ul><li>Activator Training (three days) </li></ul></ul><ul><ul><li>Children’s Activator Training (one day) </li></ul></ul><ul><ul><li>Mental Health Activator (three days) </li></ul></ul><ul><li>6. Training delivered </li></ul><ul><li>7. Programmes supported and delivered </li></ul><ul><li>8. Training and Programmes monitored and evaluated </li></ul><ul><li>9. Findings published </li></ul>
    22. 29. Outcomes <ul><li>Training </li></ul><ul><li>112 Activators trained </li></ul><ul><li>23 Children’s Activators trained </li></ul><ul><li>65 Mental Health Activators trained </li></ul><ul><li>Training Evaluation – Commissioned & Published </li></ul>
    23. 30. Outcomes <ul><li>Programmes </li></ul><ul><li>8050 beneficiaries participated in the programmes </li></ul><ul><li>46% were previously inactive </li></ul><ul><li>80% were below the Sport England/CMO guidelines for sport/activity participation </li></ul><ul><li>27% were from socially deprived communities (56% - The Challenge!) </li></ul><ul><li>14% were from black and minority ethnic backgrounds </li></ul><ul><li>11% were disabled </li></ul>
    24. 31. The Challenges/Learning <ul><li>Training was the key component – imparted skills, knowledge and confidence </li></ul><ul><li>Training too “academic” – flexible learning formats needed </li></ul><ul><li>It takes time to gear up – be realistic </li></ul><ul><li>Don’t make delivery funding dependant. Our “meanness” meant sustainability! </li></ul><ul><li>Don’t underestimate support for “sharp end” delivery team. Mentoring is an essential component. Chase and drive </li></ul><ul><li>Senior management “buy in” essential </li></ul><ul><li>Review, share models of good practice. Celebrate success </li></ul>
    25. 32. Future Development <ul><li>Activate London (Well London) – Peer Activators! </li></ul><ul><li>Activity and Mental Health (MIND) </li></ul><ul><li>CYQ Certification – October 2009? </li></ul><ul><li>Street Dance Activators - Barking & Dagenham </li></ul><ul><li>- Big Dance Project </li></ul><ul><li>- CYQ Kids Qualification </li></ul>
    26. 33. Qualitative Stuff!! <ul><li>Pathway to Activity “I’d been indoors for the previous ten years after having a stroke……Now I am getting out. It’s very helpful. I can walk straight. I can climb stairs. I used to fall over – now I don’t” </li></ul><ul><li>Pathway to Activity beneficiary – Wimbledon YMCA </li></ul>
    27. 34. Pathway to Activity – Stoke on Trent YMCA
    28. 35. The Challenge I 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
    29. 36. The Challenge – Nottinghamshire YMCA
    30. 37. The FIA’s Sweat in the City (SiTC) Programme <ul><li>A pilot programme designed to encourage young women to be more active </li></ul><ul><li>£200k match funded programme. Sport England (London region) Community Investment funding </li></ul><ul><li>12 week programme running between October and December 2008 </li></ul><ul><li>101 London leisure centres and gyms offering 3 months free membership for 16 – 24 year old women </li></ul><ul><li>33 London Boroughs were targeted – 31 took part </li></ul><ul><li>3,000 places originally available. This number reduced to approximately 2,100 due to centre availability </li></ul>
    31. 38. The FIA’s Sweat in the City (SiTC) Programme <ul><li>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 </li></ul><ul><li>By taking away the cost and providing access, fitness clubs were seen as a possible solution </li></ul>
    32. 39. The FIA’s Sweat in the City (SiTC) Programme <ul><li>Additional support included: </li></ul><ul><li>A social networking website </li></ul><ul><li>A mentor </li></ul><ul><li>Specialised classes </li></ul><ul><li>Online exercise advice and fitness programmes </li></ul><ul><li>Opportunities to try new sports (fencing, boxing, tennis, rowing and football) </li></ul>
    33. 40. The FIA’s Sweat in the City (SiTC) Programme <ul><li>31 boroughs engaged </li></ul><ul><li>2,096 women registered </li></ul><ul><li>346 women completed the evaluation questionnaire </li></ul><ul><li>29% attended x 3 sessions or more per week (figures taken from the Evaluation Group) </li></ul><ul><li>76% attended x 1 session per week (figures taken from Evaluation Group) </li></ul><ul><li>67 out of 101 clubs completed the evaluation questionnaire </li></ul>
    34. 41. The FIA’s Sweat in the City (SiTC) Programme <ul><li>Feedback indicated: </li></ul><ul><li>The scheduling of group exercise sessions made it difficult for participants to attend </li></ul><ul><li>Lack of direct contact between the participants and the centre staff made communication difficult </li></ul><ul><li>Staff felt participants were not fully aware of their expected commitment </li></ul><ul><li>Centre locality was taken into account. However, travel time and safety was still an issue for some </li></ul>
    35. 42. The FIA’s Sweat in the City (SiTC) Programme <ul><li>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 </li></ul><ul><li>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 </li></ul><ul><li>Positive qualitative feedback </li></ul><ul><li>‘… .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’ </li></ul><ul><li>‘ I haven’t 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 isn’t scary!’ </li></ul>
    36. 43. The FIA’s Sweat in the City (SiTC) Programme <ul><li>Lessons learned: </li></ul><ul><li>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. </li></ul><ul><li>Schemes targeting inactive participants must promote effective communication between the participants and the centre staff </li></ul><ul><li>Full staff training is needed for all sites involved </li></ul>
    37. 44. Guidelines for engaging the inactive market (Instructors) <ul><li>Empathetic </li></ul><ul><li>Welcoming </li></ul><ul><li>Instructor Knowledge (psychosocial model, barriers to participation, coaching to support and maintain change) and interaction! </li></ul><ul><li>Establish the exercise habit first </li></ul><ul><li>Agree goals </li></ul><ul><li>Give them what they want. Avoid the “expert” mode & listen! </li></ul><ul><li>Make it fun – refunds if they don’t enjoy it!! </li></ul><ul><li>Simple exercises, moderate intensity. Group exercise </li></ul>
    38. 45. Guidelines for engaging the inactive market (Instructors) <ul><li>Reward skill mastery and adherence </li></ul><ul><li>Dispel fear – talk about effects of exercise </li></ul><ul><li>Increase self efficacy </li></ul><ul><li>Ignore “progressions” – prioritise the exercise habit </li></ul><ul><li>Measure + value – “enjoyment”, “mood”, “happiness”, “positivity” </li></ul><ul><li>Do not fitness test initially </li></ul><ul><li>Do assess </li></ul><ul><ul><li>Readiness to change </li></ul></ul><ul><ul><li>Mood state </li></ul></ul><ul><ul><li>Attitude to exercise </li></ul></ul>
    39. 46. Factors for success in engaging the inactive market <ul><li>Employ people with the following skills or train and develop them! </li></ul><ul><li>Role models </li></ul><ul><li>Motivating </li></ul><ul><li>Supportive </li></ul><ul><li>Empathetic </li></ul><ul><li>Committed to physical activity </li></ul><ul><li>Socially effective (sticky people) </li></ul>
    40. 47. Guidelines for engaging the inactive market (Tactics) <ul><li>Research target market </li></ul><ul><li>Establish needs </li></ul><ul><li>Culturally relevant programmes </li></ul><ul><li>Community based programmes including outreach </li></ul><ul><li>Moderate intensity, low skill programmes </li></ul><ul><li>Multi agency partnerships </li></ul><ul><li>Harness peer support/ telephone support </li></ul><ul><li>Ensure access (transport) </li></ul><ul><li>Monitor and evaluate </li></ul>
    41. 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 Enthusiasts Keen but could do more Strategy: Reach out, Recruit, Products fit for purpose
    42. 49. Children’s Interactive Programme – Hornsey YMCA And finally………………….

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