A couple of weeks ago, I attended the 1st Annual “Stronger Together” conference which was brought to us by the Michigan Fitness Association. The conference featured information on the MFA’s advocacy and legislative efforts for our state's fitness industry, as well as information on anti-obesity medications and other best practices. It was at this conference that I again heard about the “80/20 problem” that the fitness industry has been trying to solve for years.
The "80/20 problem" highlights that historically, only about 20% of the U.S. population typically holds memberships at local fitness centers. While the fitness industry has done well in making "the fit fitter and the healthy healthier", it has struggled to attract the remaining 80% to join. For the fitness industry, this represents significant untapped revenue potential. Moreover, it indicates that a large portion of the population is not engaging in vital physical activity at gyms, fitness centers, or health clubs.
How can we shift this 80/20 ratio in a positive direction? What strategies can the fitness sector employ to draw individuals from the "80%" group and encourage them to enroll at their nearby fitness facility? In my opinion, the fitness industry needs to shift its emphasis away from promoting the physical health advantages of working out, such as weight loss, and instead highlight the mental health benefits. After years of attempting the former approach, the outcomes indicate that it's time to try a new approach.
Fitness centers often present as an intimidating environment, particularly for individuals who do not fit the "ideal" body type or are grappling with mental health challenges. A quick Google search for "fitness ads" displays a plethora of advertisements showcasing extremely fit, toned, and muscular individuals, accompanied by slogans like "New Body Plan," "United We Sweat," and "Don't wait. Get in shape." Such images and catchphrases can be daunting and even discouraging for many.
Imagine you're dealing with being overweight or obese and come across one of these advertisements. Imagine you're also struggling with some depression. How likely is it that the ad would inspire you to join a gym? Perhaps it might, but what if you've attempted this before? If you've previously joined a gym and tried to lose weight without success, would you feel hopeful thinking, "I can do it this time," or might you think the opposite?
Every January, local fitness centers are packed with individuals pursuing New Year's resolutions. Many resolve to "get in shape" or "lose weight." Yet, by May, few remain. The challenge and time commitment required for weight loss through exercise are significant, and often, the desired results do not materialize. This lack of the weight loss "reward" can lead to a sense of hopelessness about weight loss, causing many to abandon exercise entirely.
If instead of super fit people being featured in the ads, imagine if the ads featured pictures of people of many different shapes and sizes and body types? What difference could that make? How much less intimidating might that be? If, instead of the perceived goal for working out was to end up with a ripped body, what if the perceived goal was to simply get healthier?
Imagine if the gym's appeal wasn't about achieving a "new body" or "getting in shape," but rather about "feeling better," "happier," "less stressed," "less anxious," "more energized," or "more focused and productive" at work or home. How might that shift in focus impact motivation? Consider if the fitness industry set aside the physical health benefits of exercise and concentrated their marketing on the emotional well-being benefits, promoting the gym as a means to "feel better." They could highlight the fact that research supports the notion that exercise can make a person feel noticeably better. Perhaps significantly so.
Over the course of her 30-year career, Michelle Segar, PhD, has investigated the motivational factors that either facilitate or impede a person's ability to develop and sustain a consistent exercise routine. Her research has led her to the definitive conclusion that physical health benefits, like weight loss, are ineffective motivators for ongoing exercise adherence. This is because the rewards sought are not immediate; one will not achieve the desired weight loss overnight. In reality, it may take a considerable amount of time.
Shifting focus from the long-term physical benefits to the immediate mental health rewards can greatly boost motivation for regular exercise. When individuals realize that exercise makes them "feel better" almost instantly and quite noticeably, they are far more likely to maintain a consistent exercise routine.
Should the fitness industry shift its messaging from emphasizing physical health benefits to highlighting the mood-enhancing effects of exercise, it could not only draw more individuals to their gyms, health clubs, and fitness centers but also retain a greater number of these patrons. The traditional approach has not addressed the "80/20 problem." To make a significant impact, the industry must alter its strategy.
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