how to engage and retain the inactive market

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  • 1.
    • How to Engage and Retain the Inactive Market
  • Robin Gargrave
  • Executive Director YMCAfit
  • Denise Page
  • 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?

  • Performance Goals
  • -Faster
  • -Stronger
  • -Sport Related
  • -Lifestyle Related
  • Body Composition Goals
  • -Lose weight
  • -Gain weight
  • -Less fat, more muscle
  • -Look good
  • -Flat tummy

4. Health Gains (Goal or Benefit?)

  • LDL
  • HDL
  • CHD risk
  • Type 2 Diabetes Risk
  • Osteoporosis Risk
  • Certain Cancers Risk
  • Normalise BP
  • 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
    • 56% are single
    • 66% have no children
    • 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

  • Key Features
  • Young singles
  • Few children
  • Well educated
  • Full time students
  • Professionals
  • Open-minded
  • Cosmopolitan tastes
  • Liberal views
  • Cultural variety

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
  • Dr Paul Bedford
  • FIA Retention Survey

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 social class
  • Low income
  • 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?

  • Increased HR
  • Increased respiration
  • Hot, sweaty
  • Complicated Whatever happened to Step?
  • Discomfortpain!
  • D.O.M.S.
  • ACSM Guidelines versus Dept of Health Guidelines
  • Poor results (Nic Jarvis)
  • Member Culture, Environment, Exclusive vs Inclusive
  • Marketing

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
  • about their health
  • 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
  • lose weight! ( 19% men)
  • 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
    • Project Manager
    • Two Implementation Managers
    • Administration Support
    • Marketing & PR Support
  • YMCA England programme development
    • Pathway to Activity
    • The Challenge
    • Childrens Interactive Programme
  • YMCAfit programme development
    • Physical Activity in Mental Health


  • 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)
  • 6. Training delivered
  • 7. Programmes supported and delivered
  • 8. Training and Programmes monitored and evaluated
  • 9. Findings published

29. Outcomes

  • Training
  • 112 Activators trained
  • 23 Childrens Activators trained
  • 65 Mental Health Activators trained
  • Training Evaluation Commissioned & Published

30. Outcomes

  • Programmes
  • 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
  • 11% were disabled

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
  • -Big Dance Project
  • -CYQ Kids Qualification

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


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