Corporate Fitness and Active Aging

NIFS isn't the only agency that provides fitness management expertise to businesses. There are several like us because the market demands it. While many organizations have adopted a DIY attitude about managing their own fitness programs, an additional (and substantial) set of businesses has recognized the value in outsourcing fitness center management for their corporate fitness center or in their senior living community.

We’ve been at this for almost 25 years and I’ve heard a variety of objections to outsourcing fitness staff. I’ve got my own list of objections to those objections...so here we go:

Objection 1: Outsourcing fitness center management is too expensive.

This objection really comes down to a comparison of direct versus indirect employee costs. Working with a partner may be more expensive when you compare wages and benefits you pay your employee with the billing you would get from a partner. The fitness management organization has overhead and a margin they need to earn.

When you look at the cost to hire, train, and supervise an employee, your cost comparison starts to even out. Then throw in the consideration of ongoing training and supervision, potential turnover, and statutory costs related to employees, you may find that partnering with a staffing agency like NIFS provides significant value.

Objection 2: I have no control over the staff person.

I don’t know who you’ve worked with historically, but any organization in this business that doesn’t put service first and foremost is making a gigantic mistake. When you’re working with the right outsourcing partner, that organization should be keenly interested in keeping you, the client, happy. To that end, they should be very interested in your feedback about the strengths and weaknesses of the staff they’re providing at your location.

Objection 3: An outsourced staff person won’t have buy-in from our constituents.

For starters, see objection #2. Keep in mind that the only way a staffing agency stays in business is if they have learned to be nimble and highly adaptive to a variety of environments. You can check on a potential outsourcing partner’s flexibility by talking to a variety of references.

When we go to work in senior living settings, we often pair up staffing services with wellness consulting (at no additional cost) so that we can better support the organization and further understand the culture with that client. This understanding is communicated to our staff on the ground so that we’re all operating from the same educated starting point.

Objection 4: Fitness isn’t rocket science; we’ve got this.

Okay. You’re right. Fitness isn’t rocket science, and you may very well “have it.” There are a host of highly capable, service-minded, passionate health and fitness professionals out there who are ready to work directly for you. But who has their back?

Who provides them with fresh ideas, resources, direction, and support? Your human resources director? Your activities director? Not likely—unless you’ve somehow hit a gold mine of fitness-educated staff at your business, the fitness manager you employ is probably the only one of his or her kind in your four walls. Outsourcing partners (the best ones, anyway) bring a team of resources, professionals, expertise, and support to the staff member they provide your organization.

Maybe you have other objections I can address. If so, leave them in the comments below. On the other hand, if I’ve just addressed your objections and you’re ready to start looking at outsourcing partners, drop me a line, or take a closer look at us through the rest of our blog. If your business has to move through an RFP process, you might want to read what I wrote on my top 10 RFP questions for corporate fitness management.

CORPORATE FITNESS STAFFING ›SENIOR LIVING FITNESS STAFFING ›

Let me start by saying I’m not here to dog personal training. There is absolutely a niche for that fee-based service, and there is clearly a clientele for it. It should definitely remain an option in fitness centers.

But sometimes, there are people in corporate fitness client settings who simply cannot afford the service. And the real rub is that often, the people who can’t afford it are the ones who would benefit the most from it. If you’re a trainer, you know what I’m talking about.

If you’re charged with overseeing outcomes from your corporate fitness program, you may be pulling out your hair trying to figure out how to get more people exercising on a regular basis. Personal training could help, but again, you're stuck with that price point issue that makes the service out of reach for many.  

The research is clear: moving more is good for your health and sitting is WAY worse than we thought.  

More Personal Attention Without a Personal Trainer

But let’s face it, for someone who is new to exercise or who, for whatever reason, is intimidated by the gym, a little hand-holding from a compassionate and capable professional can go a long way toward boosting the confidence of an unsure individual. The struggle is how to create opportunities for that hand-holding that don’t cross the line into fee-based personal training.

Fortunately, we’ve landed on a service that has proven to be a major value-add both for our clients and for their employees. Personal Fitness Quest, NIFS’s alternative to personal training, was born out of our staff routinely encountering the challenge of trying to invite more members to exercise regularly as a way to improve their health, and knocking up against people who needed more than a little instruction. Here are a few snippets of success stories from the service.

Corporate Fitness Success Profiles

Joyce’s Story: In January 2011 I started working out consistently. After working out with Adrienne through my Personal Fitness Quest, I started to feel more confident. I later joined Weight Watchers and almost three years later, I’m 80 pounds lighter, off my blood pressure meds, and feeling great!

Jen’s Story: When I started my first Personal Fitness Quest, I was walking for exercise. My NIFS staff trainer whipped me into shape and in that first six weeks I lost 11 pounds and seven inches. Since then, I’ve completed two more Personal Fitness Quests with the NIFS staff as well as started other healthy behaviors. As of July 2013, I had lost 115 pounds.

Julie’s Story: In August 2012, I started my first Personal Fitness Quest with Anne. She had me do things I didn’t think I could or wouldn’t try. I complained and whined but she said I’m the only person who smiled the entire time. After a year and a half, I’ve learned a whole new way to exercise and I’m thrilled to say I’ve lost more than 60 pounds and almost 40 inches.

Learn how you can implement a personal fitness quest program at your corporate fitness center by signing up for NIFS best practice series.  

Fact:

Generating reliable and accurate ROI on a corporate wellness program (I mean the whole thing--biometric screenings, absenteeism, presenteeism, HRA, wellness programming/activities, EAP, etc.) is really, really, really challenging. It requires lots of money, and lots of really smart people who’ve done that kind of work more than once or twice.

Fact:

Piecing out the impact of your corporate fitness center as a standalone element and then determining reliable and accurate ROI from that single piece of your overall strategy is, well, about as likely as spotting a unicorn.

You may be thinking to yourself, “But wait…I just saw an article on ROI for corporate fitness and that said 3:1 or 5:1 or 7:1 returns were possible. What’s with the unicorns and the impossibility of calculating ROI for corporate fitness?” It’s true that there is a continuous stream of articles about wellness ROI, and I suspect that there are business development teams for corporate wellness vendors who are armed to the gills with literature that “proves” why their service/product generates the best ROI for said client.

You see, there’s a lot of posturing in the corporate wellness market. The industry boasts some very powerful vendors--some of whom have the money and smarts to do the work required in order to generate reliable and accurate ROI. The industry also has a lot of other vendors who don’t have those tools, but who are still competing against those who do. Of this second group, there are two types: the vendor who reports ROI that is neither reliable nor accurate (unicorn anyone?), and the vendor who doesn’t report ROI.

Honestly, it’s time for employers to stop beating the ROI drum. (And I’m not the only one who thinks so. Read this article, or this one, or this one.)

ROI is hard to capture because corporate wellness is complex. There are a lot of moving parts, and to date, the industry has not been able to come together on metrics that are consistent. While this is true for most of the agreed-upon elements of a corporate wellness strategy, let’s just pull out corporate fitness to get a sense of the level of complexity we’re dealing with overall.

There are a variety of data points that can be captured for corporate fitness programs:

Membership:

Any vendor worth its salt will have some kind of prescreening process in place that, once completed, will allow the employee to join the fitness center. (Don’t just take my word for it; check out the standards provided by the American College of Sports Medicine in its Health/Fitness Facility Standards and Guidelines text.) Some vendors skip this process and everyone is instantly a member because they are employees. So the organization with this process instantly reports higher membership (100%!) than the vendor who requires a responsible process be completed prior to gaining membership.

Fitness assessments:

Field tests to assess the fitness level of a participant are highly variable and the chosen tests can sway the results depending on the population. It’s the nature of a field test; they aren’t as accurate as in the lab.

Visit data:

By now, software to track utilization is widely available at fairly minimal cost. However, if the business isn’t willing to pay for the software, fitness staff are left to track visit data with a manual tally. In either case, software or sign-in sheets, there are issues that can result in significant errors in data collection. Even if we forgive those errors or find a way to account for them, vendors count visit groups differently. “Frequent visitors” might be represented by members with at least one visit per month for vendor A, but vendor B may determine that at least one visit per week is required to achieve “frequent visitor” status.

Mixing those variables quickly creates a lot of inconsistency from one program to the next, making it exceptionally hard to compare apples to apples. Then you have other related data to consider—like gym membership subsidy and how to count employee-users of that benefit against or with your corporate fitness center users. Similarly, how do you capture the value, health benefits, and cost of employees who never step foot in the corporate fitness center but maintain their own exercise regimen at home?

So if your CFO isn’t going to sniff out ROI on your corporate wellness strategy or any of the individual elements like your worksite fitness center, what should you be looking to for data and outcomes you can believe? Rest assured, I’m not suggesting we revert back to all fluff and feel-good for employee wellness. As an alternative to traditional ROI, consider shifting your thinking toward value. To find out more about what I mean, check a two-part blog I wrote about a year ago where I outlined some ways to think about value from your corporate fitness center. You can read part one here and part two here.

If you're looking for how to build the very best corporate fitness center you can for your employees, consider our short webinar series:  The Guide to Successful Corporate Fitness Centers.

Curious how many steps you need to take to burn off that Halloween candy?

Check out this Halloween Treat Calorie Counter! 

In truth #1 of this four-part blog, I started to climb on my soapbox about measuring ROI in corporate wellness. (I’ll spare you the rant; you can reread the blog if you’d like.) Suffice it to say that I am not an expert at calculating ROI. NIFS is not an organization that touts ROI among our selling points. That’s right, I can’t tell you the return on investing in a corporate fitness center (and I sure as heck am not going to make something up!).

But don’t confuse our lack of skills for ROI analysis with a general lack of drive for data. In fact, it’s quite the opposite. Ask my staff; they can just about recite from memory my key points on the importance of evaluating the programs they’re running and the services they’re providing to determine impact.

Here’s the thing about evaluation: truth #1, truth #2, and truth #3 matter a lot less when you aren’t taking the time to be strategic about what you’re doing with exercise programming for your employees. If you’re just going to slap spaghetti against the wall to see what sticks, why bother? There are too many tasks competing for your precious time to not implement your corporate wellness initiatives wisely.

Truth #4: Fitness initiatives fail as part of a corporate wellness strategy because evaluation of the programs isn’t incorporated into program design.

Raise your hand if any of these points sounds like something you want to do for your corporate wellness program:

• Make the case for more money, more staff, more support, and more respect.
• Spend time on programs that are really making an impact.
• Drill down to the tougher issues in corporate wellness, like sustained participation.
• Observe and act on trends over time in participation, completion rates, and overall impact for similarly situated initiatives.

With a comprehensive evaluation strategy in place for your corporate wellness programs, you can accomplish most, if not all, of those things. I know because that’s exactly what we do for our corporate fitness management clients.

A Breakthrough 

Several years ago, I spent a lot of time wracking my brain trying to figure out how we could jump into the ROI game. But I kept getting stalled at our lack of access to all the data, the variables I couldn’t account for, and my extremely limited knowledge of statistics. It seemed like there must be some door I needed to open that would reveal the secret formula I needed to get to the next steps. But I couldn’t find that door for my life.

Then I heard Ron Goetzel speak at the American Journal of Health Promotion conference. During his seminar he pretty much just came out and said it. I, me, myself, could not calculate ROI alone. I would need a team, and some (a lot of) money and it would be much broader than our small impact in a corporate fitness program.

After I got over a mixture of disappointment (I had been so sure I could figure it out!) and relief, I got to thinking about what I could do that focused on data and ultimately evaluated effectiveness of our programs and services. In the end, we built an evaluation framework that made sense for us and allowed us to (1) prove our worth for our clients who had invited us to manage their fitness centers as part of their wellness program, and (2) communicate better information to our members who were counting on us to help them improve their health.

Building the Case for Corporate Wellness

So let me spare you my investigational roller coaster because what was true for me is likely also true for you: you probably don’t have what you need to really calculate ROI from your corporate wellness program. But let’s face it, even the most generous of CEOs won’t throw cash at initiatives indefinitely. You will need to build a case for the effectiveness of your efforts early on. When you can begin drafting your initiatives with an end in mind where you set out SMART goals and then evaluate your progress against those goals, you have what you need to start building your case.

In our experience, though, it’s not just about setting goals and then looking back at the data to see if you achieved them. That’s only part of the evaluation framework. The other part is looking at impact, and impact can be measured when you look at your communication strategy, how effectively the program is run, and what participation rates and completion rates are.

When you start to piece out those specific impact-related elements, you can get a sense of opportunities for improvement that lie within your initiatives. For example, maybe you learned through a post-program survey that your communication strategy wasn’t focused on the best avenue to reach your designated population. Perhaps that group would rather receive a postcard invitation than an email. And poof—just like that you have some actionable data on which you can start improving the next offering. But if you didn’t plan out the initiative with the concept of offering a post-program survey that would assess program communication, you have no data on which to act.

I’ve said it before and it bears repeating here: We’re not experts at all things corporate wellness. But I strongly submit that if this evaluation strategy works for our corporate fitness initiatives, it’ll work for other areas of your wellness programming, too. And if you want to read more about the “how-to” of program evaluation, check out our blog: 4 Keys to Getting Wellness Program Data You Can Actually Use.

Looking for one resource that contains all four of these truths about why corporate fitness initiatives fail in corporate wellness?  Download our eBook for the full series.

Do you feel that you have to use machines or dumbbells to get a good strength workout? Well, it’s time to think outside of the box and incorporate resistance bands into your workout. In the past, bands were seen for older adults because they may not make you sore or you don’t feel they are as intense. Bands are great to throw in your bag or car while traveling because they don’t take up much space and aren’t near as heavy to carry around.

One advantage to using bands is you have to use your muscles to control the band throughout the entire lift. Usually with dumbbells there is a part of the lift where you’re not using much muscle control. If it’s not burning your muscles at the end of a resistance band workout, then double up! That’s right; grab two thicker bands for added intensity.

When using bands, think slow and controlled movements! You need to control the band, don’t let the band control you. Adding in holds & pulses with your reps really helps to “feel the burn”. Try this band workout at least a couple times a month to mix up your strength workouts. Also, keep your eye out for a part two to this blog incorporating partner band exercises.

• Band underneath both feet, wide squats with an outer thigh lift (alternating legs on the lift). 40 squats total, 20 outer thigh lifts on each side
• Band underneath front foot, lunges (add intensity by bringing the band handles up by shoulders or higher). 20 on each leg
• Band underneath both feet, outer thigh walks back & forth. 1 minute
• Band underneath both feet for added intensity or under one foot for less intensity, bicep curls. 20 reps
• Band underneath both feet, arms straight by sides, tricep pulses, push the back away from your body. 1 minute
• Band underneath both feet; place both handles in front of your body, grabbing both handles with both hands, upright rows (elbows come up high than your wrist). 20 reps.
• Repeat!

Fit tip - the thicker the band, the higher the resistance, so pick your poison by challenging yourself!