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Focus
on the Inactive Market
By
Janice Hutton
I
challenge all fitness professionals to reach out to inactive
Canadians and help them create a path towards fitness.
Here is a plan to help you get more Canadians moving!
The
Health Status of Canadians
Canadians
are becoming dangerously inactive and obesity has reached
epidemic levels (30% of adults are overweight). In 1999,
approximately 21,000 Canadians died prematurely as a result
of medical problems related to physical inactivity and added
$2.1 billion in direct costs to Canada ’s already burdened
health care system. (Active Ontario press release Jan
2002)
Activity
Levels
Doctors
across Canada are encouraged to write physical activity
prescriptions for their patients as a more effective way
of tackling the problem of obesity among Canadians in addition
to a myriad of other inactivity-related chronic diseases.
(currently 16% of family physicians provide patients with
a written physical activity prescription). (Active Ontario
press release Jan 2002)
And
in the USA ?
Overweight
and obesity have reached epidemic proportions in the US
. In 1999, 61% of adults are overweight or obese as are
13% of children and adolescents. Overweight and obesity
has been listed as a major health concern and opportunity.
The US Surgeon General has been quoted as saying “Overweight
and Obesity Threaten US Health Gains.” (US Dept of Health
and Human Services press release Dec 2001)
In
December 2001, the US Surgeon General released a report
entitled “The Call to Action to Prevent and Decrease Overweight
and Obesity”. The report outlines community strategies
to address the issues as a way to work towards “Healthy
People 2010” (the nations health objectives for this decade).
Canada’s
future
Health
Canada’s current goal is to increase the number of physically
active Canadians by 10% by the year 2003. This project
is called the 10% Initiative.
Why
are so few Canadians physically active? The research shows
that Canadians know they should be more active,
however, as fitness professionals we don’t seem to be able
to reach them. Now is the time to ask ourselves why we
have been less than successful so far, and to develop an
“active” plan. We can begin by sending a new message.
Reaching
Out
If
I asked you (as a fitness professional) to run a marathon
tomorrow with no formal training, could you? For more
than 90% of us, the answer would be a firm no.
And if we tried, it would cause most of us a lot of pain
(both physical and psychological) as well as almost certain
failure. So if this is not a realistic goal for you, why
would you believe that an inactive individual could come
to a fitness club tomorrow and be easily integrated into
the fitness environment? The expectation is very similar
and the results are too – most new members do not continue
past the first 8 weeks of good intentions because they are
not prepared to “jump” from inactive to fit! If you wouldn’t
consider running a marathon without proper preparation,
then don’t expect inactive individuals to “be fit” before
they can “be active”.
Ask
yourself – do you really understand the average inactive
individual? As fitness professionals we love to move,
be active and to work out. It is important for us to realise
that inactive people “are not like us at all.” They do
not enjoy physical activity or exercise because they have
little or no past experience with fun or enjoyable activity
or exercise. The average inactive individual does not
understand how to begin to add activity to their lives and
neither do they have the skills needed to enjoy lifelong
physical activity or exercise.
Change
the Message
Instead
of promoting fitness, we need to begin by promoting lifestyle
change. Promoting lifestyle change means helping people
understand how activity can impact their overall short term
and long term health. As fitness professionals, we need
to realise that making a lifestyle change is very hard work.
Lifestyle change requires a clear vision, a structured
plan and a supportive environment for it to be a success.
Lifestyle change is a process that tends to follow common
stages.
Precontemplation
– I am thinking about changing my activity
level.
Contemplation
– I am committed to changing my activity
level.
Preparation
– I develop a plan to change my activity
level.
Action
– I get more active
Maintenance
– I have a consistent new behaviour (I could
strive to be fit now…)
(the
Transtheoretical Approach to change – James Prochaska, John
Norcross and Carlo DiClemente)
*
Many people jump into action without a clear plan and without
proper preparation and so they most often fail.
As
you review your attitudes towards the inactive population,
you must also review your environment. Most fitness clubs
intimidate the inactive or overweight individual. They
are perceived to be only for fit people. You often hear
people say they have to get fit before they can join a fitness
club. You need to create an environment that welcomes
this population and shows that you sincerely care about
their needs and their success. You don’t necessarily have
to make major changes to your facility, but you will need
to make clear decisions about your marketing and your programming
to embrace the potential this population presents.
Glossy
marketing brochures that feature young, lean bodies and
state of the art equipment will add to the intimidation
factor. Break tradition and promote a healthy, fun atmosphere
that includes programs and knowledgeable staff who will
support the new member in this transition to wellness.
Create
a Program to Reach Out – 10 Weeks to a More Active You!
The
secret to success will be to provide an opportunity for
motivated individuals to learn about physical activity and
experience success while beginning a new healthy lifestyle
journey. Consider working with local doctors to accept
all of their physical activity referrals. Encourage these
doctors to write a prescription for physical activity and
suggest they send their patients directly to your facility.
Think
about taking this program outside your fitness facility
as well. Many community centres and local programs could
be a great venue for this program because they do not focus
on fitness or on membership to a fitness club as a requirement.
If you keep it inside your fitness club, offer it as a
‘pay for program’ that does not require an annual membership
fee. Market it as a community outreach program because
it is an investment in developing new memberships.
The
goal of “10 Weeks to a More Active You” is to educate participants
on how to become more active. This program works directly
inside the stages of change model by providing participants
with the skills and attitudes needed to develop a successful
action plan that will suit their needs and abilities.
The program integrates healthy eating, physical activity
and education. Each week consists of an educational and
an activity component. Participants are encouraged to
work at their own pace through the program and to complete
work on their own before the group meets again the following
week.
The
staff you hire to deliver this program must include certified
fitness instructors, personal trainers and possibly nutrition
& wellness specialists. Staff must be nurturing and
caring individuals who are patient and good listeners.
Be sure the program price is reasonable to make the program
accessible, affordable and accommodating to all.
Program
Design
The
group meets once a week for 2.0 hours so that total contact
time is about 20 hours. Each session begins with “Education”
which should be delivered in an interactive manner. I
encourage the program instructors to act as a facilitator
instead of an expert. People will come into this program
with previous experience and information. The goal for
the instructor will be to gather the existing knowledge
and add their “expertise” so that the participant leaves
with more information and the ability to make better activity
and nutrition choices. After the education component,
the group spends the next hour in “Activity”. The purpose
of this part of the class is to introduce different elements
of physical activity in small experiences so that they can
be learned, enjoyed and repeated. Provide the participants
with handouts after the activity component so that they
could perform this activity on their own over the next week.
The final expectation is that each participant will be
given “Homework” at the end of each class. The participant
is encouraged to try some new experiences and behaviours
on their own over the proceeding week and report back to
the group at the next class. This component of the program
builds confidence, encourages experience and facilitates
future discussions within the group. The following is
a basic template to get you started:
Week
One – Embracing Change
Education
•
Focus on understanding the stages of change
•
Explain the benefits of an active lifestyle
•
Evaluate readiness to change
•
Doctor’s clearance to begin (PAR Q)
Group
Activity
•
Take the group on a 10 minute walk
Homework
•
Encourage each participant to walk for 10 minutes at least
one more time this week.
Week
Two – Planning for Change
Education
•
Understand the barriers to an active lifestyle
•
Review your activity profile
•
Discuss ways to add more activity each day
•
An overview of the Food Guide and the vitality message
Group
Activity
•
Take the group on a 10 minute walk
Homework
•
On your own, do another 10 minute walk and pay attention
to food choices this week (focus on a balanced diet)
Week
Three – Understanding Activity
Education
•
Teach the FITT principles / guidelines and adapt them to
needs and abilities
•
Talk about hydration
Group
Activity
•
Lead the group in a basic upper body strength training routine
Homework
•
On your own, do two 10 minute walks, repeat the strength
training routine once and focus on drinking more water
Week
Four – Goal Setting
Education
•
Understand goal setting
•
Set SMART goals
•
Discuss support networks to enhance retention
•
Discuss the role of carbohydrates in your eating plan
Group
Activity
•
Lead the group in a basic lower body strength training routine
Homework
•
On your own this week do two or three 10 minute walks, repeat
the lower body strength training routine and eat more fruits
and vegetables.
Week
Five – Commitment
Education
•
Understand motivation and inspiration
•
Find ways to increase your commitment
•
Discuss the role of protein in your eating plan
Group
Activity
•
Lead the group in a full body stretching routine
Homework
•
On your own this week do two or three 15 min walks, repeat
the upper and lower body strength training routine and the
stretching routine. Begin to read food labels.
Week
Six – Success and Rewards
Education
•
Focus on your accomplishments so far (some easy assessments
like resting heart rate, girth measurements)
•
Plan for high risk situations (vacation, illness, injury,
food)
•
Discuss the role of fat in your eating plan
Group
Activity
•
Lead the group in a core strengthening routine
Homework
•
On your own this week try an activity session with a family
member or a friend (your choice), take two walks and repeat
the core training program once.
Week
Seven – Stress
Education
•
Understand the effects of stress and find ways to cope with
stress using activity
•
Develop ways to record your accomplishments (diary or log)
•
Review food labels
•
Take the group on a virtual supermarket safari (where do
I find healthy food in the jungle of junk?)
Group
Activity
•
Lead the group in a Pilates or yoga routine.
Homework
•
On your own this week, have a massage, repeat your stretching
routine, go on a super market safari and do three walks
of 15 minutes each.
Week
Eight – Trying New Activities
Education
•
Review activity choices and find something new to try
•
Discuss time management and make activity a priority
•
Talk about food choices for breakfast, lunch and dinner
Group
Activity
•
As a group do a new activity (ride a bike)
Homework
•
On your own this week try something new in your routine,
keep your three walks and get more sleep
Week
Nine – Expanding
Education
•
Discuss ways to add activity into your daily life
•
Understand motivation and discuss the role of the instructor
/ personal trainer in a long term activity plan
Group
Activity
•
Have the group participate in a group exercise class (strength,
stretch, water, low impact, cycling)
Homework
•
On your own this week reduce caffeine consumption, add more
activity, try new foods, work on core strength, stretch
and research some common health issues and prevention (heart
disease, cancer, diabetes, obesity)
Week
Ten – Celebration
Education
•
Enjoy the success of accomplishment
•
Introduce new fitness toys, shoes, clothes and equipment
•
Discuss – where do you go next? Discuss the options –
join a club, join the Y, form your own activity group, hire
a personal trainer, buy some home equipment.
Group
Activity
•
Do a fitness club tour and point out all the places they
“fit in”
Though
you may not enjoy success with every one of your participants,
you will make a great impact on each and every one of them.
Remember that everyone moves through the stages of change
on their own timeframe. Some may graduate and be ready
to pursue fitness, while others may wish to repeat the program,
try to be more active on their own or choose home based
activity. Regardless of the outcome for each individual,
the program will be successful if you change some attitudes
about activity and help each person focus more on their
own health and lifestyle.
Some
excellent references to help put your activity plan into
action!
•
Prevention Magazine, Sept 2002 – 7 day Health Makeover
•
Active Living Every Day by Steven Blair (Human Kinetics
Publisher)
•
Nutrition & Wellness Specialist course and manual (Can-Fit-Pro)
•
Mind over Matter by Susan Cantwell (Stoddart Publisher)
If
you choose to take the Activity Challenge – please follow
up with Can-Fit-Pro to report your success. We would love
to hear about your new programs and how they have impacted
the Inactive Canadian Market. Pass on your success stories
to Janice Hutton Certification Director janice@canfitpro.com
.
Janice
Hutton , H.B.P.E., M.A. B.Ed., is Can-Fit-Pro and
ACE certified, and is
the Certification Director for Can-Fit-Pro, leading a team
of over 200 PRO Trainers across Canada . Janice is an active
personal trainer and fitness instructor and works with local
hockey teams as a conditioning coach. . Janice is a fitness
consultant and works as a Master Course Conductor for NCCP
coaching. Janice’s previous experience includes being a
program director of personal training and group fitness
for 5 clubs in Toronto , a professor in the Kinesiology
Dept. at the University of Western Ontario , a course conductor
at Humber College , and a professional swimming coach .
Former co-chairperson of NFLAC, Janice is a recognized
speaker in the health & fitness, coaching and educational
circles and is a certified Spinning Instructor.
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