Corporate Fitness and Active Aging

As more companies welcome their employees back to the office, they are also developing reopening strategies for their onsite fitness centers. It’s one thing to establish social distancing protocols in office spaces, breakrooms, etc., and it’s a whole other ballgame managing traffic in and out of the dynamic environments of locker rooms and fitness centers full of movement. NIFS has been helping our clients prepare their reopening plans so they can do so with confidence that this engaging space is safe for their employees. As your organization considers its reopening plans, review these considerations and align policies that best support your space and programming expectations of your members.

• Locker Rooms: don’t just think about how many people your fitness center can accommodate with proper social distancing, also consider how many individuals your locker rooms can accommodate and if you will allow that space to be accessible. Consider the traffic flow of your locker room, the number of showers you have available, and how many people that space can safely accommodate to help you determine capacity limits.
• Reservation Systems: if your employees are anxiously awaiting the reopening of their fitness center, consider how to best manage the traffic in your space especially during peak times of day before work, over the lunch hour, and immediately after work with a reservation system. Within that reservation system, consider how many users you can accommodate in the space (again, include those locker rooms), how long each session will last and how much time is needed to sanitize the space before the next round of users arrive. Also consider who or how you will manage this reservation system.
• Equipment Spacing & Cleaning: consider how you might need to stagger equipment or put select pieces of out of service to allow for adequate distancing between users. In a fitness center where fans are blowing and respiration rates are high, we recommend a minimum of 10’ between equipment opposed to the standard 6’ for social distancing. In addition, consider how smaller, hard to clean pieces of equipment should be sanitized between users or taken out of circulation. Or perhaps you have a cleaning box for small equipment to be dropped like bands, foam rollers, etc., so your onsite staff can ensure they are properly cleaned before placing on the floor again. Also provide touchless sign-in methods if you track visits and provide touchless water refill stations opposed to drinking fountains.
• Appointments & Services: consider limits on the number of participants in classes and whether you need to schedule back to back offerings on your calendar to accommodate the demand. It might not be efficient, but likely what is needed for your larger groups. Again, consider 10-12’ between your participants and even the types of formats you are offering. Avoid circuits or boot camp style classes where participants rotate stations sharing equipment. For one-on-one services such as fitness assessments or personal training, work with your onsite staff to develop the appropriate cueing to conduct their appointments while maintaining proper distancing from the member.
• Signage & Reminders: as people settle into old workout routines and habits, it’s important that they remain diligent on the current protocols within your facility. Provide extra cleaning supplies around the fitness center with reminders to wipe down equipment before and after use, use tape or other markers to indicate participant “spots” in free weight areas and group fitness classes to ensure distancing and include signage with general reminders about your company’s COVID safety protocols.

As always, stay on top of current CDC guidelines and best practices for the operations and programming in your onsite fitness center. Need support in developing a plan for your organization? Contact NIFS for consulting services or to discuss how our qualified fitness staff are effectively managing these reopening strategies for their clients.

Clients regularly ask me whether we have any recommendations or contacts for certain exercise equipment, or if we have any successful models in place for collaborating with rehab departments or cafeteria vendors. The bulk of our contacts in the world of fitness are with current clients where we have our professional staff on the ground managing their fitness program, or with consulting clients where we are providing support and resources to enhance their existing program. However, we also have a large network of industry contacts that we partner with, allowing us to (1) provide the quality service we do to our clients and (2) support other businesses outside of a client setting.

Once clients experience the ease of replacing their cardio equipment or launching a multi-vendor wellness initiative with our support, they recognize the added value that expertise brings to the partnership they have with NIFS. I love seeing clients supported on both sides—with our passionate staff on the ground in their fitness center serving their members, as well as with our administrative support helping guide their leadership team’s decision-making on broader facility and program needs.

Read on to learn about the relationships we build and the scope of our reach in supporting clients in 14 states across the US.

• Equipment vendors: From balance and fall-prevention equipment, to group fitness supplies, to the latest trends in strength-training equipment, we have vendor partners across the US who help us find equipment solutions to meet our clients’ needs. For our senior living clients, we know which manufacturers have equipment that meets the unique needs of an active older adult population. For our corporate clients, we have partners who outfit facilities across the US with the latest and greatest equipment to create a welcoming and inspiring space for your employees. Not to mention, the relationships we have with equipment manufacturers provides us with national buying power, which we can pass along to our clients.
• Architect and design firms: Particularly in a senior living setting where strong emphasis on quality, high-end fitness amenities for the aging population is on the rise, forward-thinking architects and designers reach out to us for consulting support on how to create a truly functional space that will best support a strong program when renovations or new construction are complete. These firms benefit from our end-user perspective, and we often pick up on some new ideas to file away in our bank of resources for future projects with clients.
• Client vendors: At the site level, our staff regularly partners with other health and wellness vendors on campus to effectively bridge programs and services for their members. We work closely with rehab providers, cafeteria vendors, registered dietitians, employee health services, and many more. Some of these providers have a similar reach as we do in their profession across the US, and others are local providers, but we build strong connections with all to best serve our clients.

While the fitness industry can be full of fads, an ability to build strong relationships is a trend that will never go out of style and is essential for the success of any fitness program. We pride ourselves on the relationships we build with our clients, members, and vendor partners and love bridging new connections for clients to enhance their programs.

Interested in more information on the value we bring our clients? Read this quick read on 5 Reasons to Hire NIFS to Manage Your Fitness Center.

In a seasoned corporate fitness program, sometimes it's hard to figure out where to look next for improvement in the services, staffing, or overall offering. In NIFS almost three decades of providing corporate fitness management services, we've continued to evolve our use of surveys well beyond the typical satisfaction ratings. Below are three tested survey styles that we use on a regular basis to improve our corporate fitness centers and  ensure our staff are doing everything they can to sustain a positive and inviting fitness atmosphere for employees.

The New Member Experience Survey

We know that creating a positive and welcoming first experience for employees in corporate fitness is crucial to winning loyal members. And we value customer service skills in our staff as much as we value sound exercise science knowledge. In order to capture our staff's effectiveness at using strong customer-focused skills with new members, we began implementing a new member experience survey. We use the tool in a monthly welcome email with new members to get a better picture of any potential barriers members may experience as well as to better understand how well our staff are implementing expected procedures for orienting new members. Results from this survey offer strong talking points in semi-annual review discussions or more frequently if needed to both praise and correct staff, based on member feedback.

The Quality Assurance Surveys

When we contract with a business to provide fitness center management services, part of the package includes managing liability within the fitness environment. We have several components in our quality assurance program that support this activity, including a monthly emergency procedures survey which our managers fill out. It provides a nudge to ensure they're checking emergency equipment, stocking first aid kits, and documenting any missing or broken supplies in a timely fashion. We also have an annual risk management survey and a semi-annual emergency survey where staff work through emergency scenarios and take an emergency preparedness quiz.

The Satisfaction Survey (with a twist)

I suspect that most vendors like us provide a satisfaction survey to share with clients how the staff, services, and spaces are being received by their employees. It's foundational to measuring our commitment to the client; in fact, portions of our satisfaction survey sometimes translate into service level agreements between us and the client. We've made tweaks to our standard survey over the years, and we recently added a Net Promoter Score question as a new twist that provides us with more of an industry benchmark for the way our staff are connecting with members to build loyalty. 

Even if you're unfamiliar with NPS, there's a good chance you've answered a product or service survey question that generated an NPS for the provider. It's usually worded to ask how likely you are to recommend X service/product to a friend and the answer is given on a 0-10 scale. The responses then are broken down into three categories:

• Detractors, rate their likelihood to recommend between a 0-6. They are considered likely to stop using your product/service and/or share negative feedback about your product/service.
• Passives, rate their experience as a 7-8. They’re neutral to your brand; they might continue to use your product/service, but they aren’t likely to invite others into the fold.
• Promoters, rate their experience as a 9-10 and they are considered evangelists for whatever you’re selling; they LOVE you and will tell others about how great you are.

The industry average NPS for fitness centers as tracked by the International Health, Racquet and Sportsclub association (IHRSA) is 43. That score includes commercial gyms, so it’s not quite apples to apples, but we are talking about a very similar scope of services where members are entrusting their physical health to the fitness center staff and carving out their very precious personal time to spend time at the gym.  Since we added an NPS question to our survey over the last few years, we have far exceeded that industry benchmark and we are regularly looking at strategies to continue growing member loyalty.

This overview provides a good snapshot of the types of information we gather through surveys, but I haven't touched on how we use the survey responses to coach our staff, improve our client relationships and manage customer liability. To dig more deeply into these topics, grab our white paper.

I’ve never been that into group fitness. I’m simply more of a solo exerciser. But starting my career managing corporate fitness centers, it became clear to me very quickly that my personal philosophy about where group classes fit into my routine was counter to a sizable minority of members in the facilities I supported.

There is something about that group dynamic that works for participants. Whether it’s the energy of others, the instructor who tells you what to do, or the music that moves your feet, something draws participants in and keeps them coming back.

Mixed Adherence and Retention Results

Researchers have long been studying variables that can influence exercise adherence; and to date, outcomes from various studies have been in conflict. For example, the S.W.E.A.T. study on women ages 40 to 65 showed that group-based exercise in a “center” setting compared with home-based individual exercise netted better retention. But other research indicates that home-based interventions demonstrated better adherence over time.

We do know that positive social support from both staff and peers directly in the exercise setting is important, and group classes provide a built-in social network. Also, the International Health, Racquet & Sportsclub Association (IHRSA) polled gym members for their primary areas of participation and found that about 43% of gym members participate in group exercise.

NIFS Poll Shows Benefits of Group Fitness Classes

Anecdotally, I know of several individuals who have been able to dramatically improve their health primarily through group classes. So when we polled our NIFS corporate group fitness class participants about their experiences with our classes, I wasn’t terribly surprised at the results.

We polled all employees at our client locations in Indianapolis, Indiana, where we’re offering group fitness classes. In some cases, we’re providing only classes at a location, whereas in other locations we’re managing the corporate fitness center along with providing classes. Here’s what we learned:

• Just over one-third of responders indicated that NIFS group fitness classes were their primary source of exercise through the week.
  
• Almost 80% indicated that they exercise more often because of the group fitness classes available at their office.
• Roughly three quarters of responders noted personal health improvements since they started taking group classes with NIFS instructors.
• A full 96% indicated that the classes at their worksite were a definite employee perk.

The numbers tell us that group fitness is still a fantastic way for employers to create exercise opportunities for their employees. It’s a low-cost (or no-cost if employees pay) option that doesn’t require much equipment or space, and it can net positive health outcomes for employees. It just may earn you loyalty points as well.

If you’re sold on the idea of adding group exercise classes to your corporate wellness offerings but aren’t sure where to start, check out this blog and our quick read: 3 keys to adding group fitness at work.

When a business makes the commitment to put in a corporate fitness center, they are making a statement (hopefully one of many) about how important their employees’ health is. It’s a substantial investment, and the project is not to be taken lightly. 

From an outside perspective, you might think there’s not much to designing this kind of space. Put up the walls, install the equipment, and you’re ready to go, right? I suppose you can charge ahead with that philosophy, but you may be leaving quite a bit to chance in terms of building a space that is safe, efficient, and effective for your employees. 

From conception to completion, we’ve had the privilege of being involved in dozens of fitness center design projects over the last several years. Below are three reasons why we think thoughtful design in corporate fitness is key to a successful fitness center program.

Selecting the best equipment influences the success of your space.

When deciding which exercise equipment you want for your space, be sure to do your homework. Every sales rep will offer to lay out your space with their equipment for free. And every rep will tell you that their equipment is the best. Carefully lay out the features that are most important to you (don’t forget about warranty), and make a pro/con list for the equipment you’re considering to determine what will work best in your space and for your employees.

Hiring the right staff will help maximize use of the fitness center.

Only about 20% of American adults are meeting the physical activity guidelines as offered by the Centers for Disease Control and Prevention. (And that’s probably a falsely high estimate because the data is gathered through self-report mechanisms.) So you can expect that less than 20% of your workforce would get enough exercise even if you didn’t put in an onsite fitness center. Simply offering a corporate fitness program isn’t enough to get employees in the inactive 80% camp to start moving. 

Corporate fitness is not an “if you build it, they will come” proposition. Having the right staff on board can make a big difference on utilization of spaces and programs through the fitness center. But you have to build the space from a user’s perspective in order to provide opportunities to maximize the programming that invites new participants. 

Your fitness management staff should be able to keep track of key metrics as well as provide a variety of programs (including group fitness classes) and services designed to draw in more users on a regular basis. 

Establishing the best possible layout will make a difference for users.

Thoughtful design will take into account the quantity and types of equipment needed in the space, as well as intended uses for the environment. For example, if you have an employee audience with an insatiable appetite for group fitness classes, don’t skimp on your studio space. Make it large enough to accommodate anticipated volume, and equip it with the right types of storage to house the group class toys. Carefully research what’s needed for the group fitness stereo, and pay close attention to work areas adjacent to the studio space to make sure that soundproofing is available where needed. 

Adequate locker room and shower space is a must, and easy access to drinking water is essential. Flooring surfaces need to be carefully considered along with where to place mirrors, how to orient equipment near and around windows, and what staff office/desk spaces will accommodate. 

And you should rely 100% on your architectural team to provide all of those elements for the space initially. But it’s not reasonable to expect that team to understand, from an operator’s perspective, how your fitness staff and employees will work and exercise in the space. Unless your architect had a previous career managing a corporate fitness center, my experience is that the architect might miss some key elements in the design that would ultimately inhibit the end-user experience.

If this brief outline of key design and program elements for your fitness center has you thinking you might be in over your head, check out our fitness center design sampling, or contact me to talk through the questions brought on from reading this post.

[Related Content: 5 Tips to Help Your Employees Move More]