Corporate Fitness and Active Aging

The quick answer, we became experts because we have been specializing in this population for over 20 years in our work in senior living communities. It takes time and dedication to develop a niche as strong as what NIFS has within an industry. We have been part of the wellness evolution as fitness centers were included in renovations and master plans and communities looked to staffing and programming models to help their residents use these amenities safely. We’ve further witnessed consumer options evolve in the senior living landscape with more choices than ever before on where older adults choose to live including 55+ neighborhoods, IL communities, to lifeplan communities. Each environment has its own priorities and challenges in supporting the health and fitness needs of the residents who live there but all understand the necessity of providing vibrant lifestyles. The industry is expected to grow by $100 billion by 2027 alone which means more even more options for consumers. That’s where NIFS Wellness Companion comes into play as a solution in fitness, nutrition and wellness resources that seamlessly plug into the needs of senior living communities.

What makes NIFS niche in senior living special? It comes down to 3 areas of expertise.

1. We hire degreed professionals and provide them with rigorous training to become specialists in senior fitness. Few fitness professionals on the market possess the skillset to step into a senior living setting and provide aquatics programming, fall prevention services, balance assessments, group fitness classes and the background to prescribe customized exercise plans for someone 70+. NIFS staff report their skillset unique to older adult programming increases by 75% in their first year upon joining our team and 90% of these team members already possess a degree in exercise science. The needs of your residents and program are truly a specialization.
2. Because we have worked in senior living for over 20 years with our fitness management clients, we know the players and we know the motivations in your community. Your lifestyle director is a jack of all trades often playing a role with activities, the concierge, transportation and outings. They love making their residents happy and are stretched on time and resources. Marketing and sales know that the ability to showcase a vibrant lifestyle is essential to their ability to meet occupancy goals. Your nursing staff knows that residents who are physically active and engaged can stay independent longer while decreasing fall risks
3. We know your residents. We know that you have several different populations living within your community ranging from those in their late 60’s to 100+. We know that it takes variety in programs and the right approach to effectively engage them in what is being offered. This is truly where our specialization in creating content and programs is rooted. We understand the interests, barriers and goals of seniors and we have spent two decades flexing our creative muscles to effectively connect residents with education and programming that keeps them regularly engaged.

We have the unique perspective to combine that staff expertise, our understanding of the senior living space and our knowledge of your residents to provide a comprehensive digital content and programming platform in NIFS Wellness Companion that fills the gaps your wellness program may be missing.

The senior living industry has been fervently moving over the past decade to renovate and build fitness centers for their residents and the momentum is only growing.

As reported in Senior Housing News, funding towards wellness real estate increased
by 6.4% from 2015 to $134 billion in sales in 2017 and is projected to grow to $180 billion by 2022.

Now savvy consumers are further moving the needle inquiring about what programs and services are available to residents in those fitness centers. After all, that $180 billion projection for 2022 incorporates “wellness environments” as two meanings…both the physical spaces as well as the human environment and the individuals who residents will have to interact with and receive the support they need.

Having a personal trainer and fitness classes are a great starting point but it leaves a lot on the table to fully reach your entire resident population and not just the able-bodied residents who would likely find a means of being active regardless. Wherever your community might be in your fitness program development, check out these five advantages on how partnering with fitness management experts like NIFS can help you further serve your residents while giving your marketing and sales team a boost in setting your community apart from your competition.

FIVE ADVANTAGES TO PARTNERING WITH FITNESS MANAGEMENT EXPERTS LIKE NIFS

1. Fall Prevention Programming
   NIFS comprehensive Balance Redefined program provides residents with a variety of balance training and fall prevention services year round. From balance exercise prescriptions to balance classes and educational workshops to closely collaborating with therapy, residents gain confidence and skills to maintain their independence and live well.
   
   
2. Fitness Center Layout And Design
   Having a fitness center is one thing and having a well-designed fitness center with equipment that is functional, safe and laid out in a way that supports the scope of programming available to your residents is another. There are many manufacturers who claim to meet these needs but be cautious in the selection process. Our experience with dozens of equipment vendors, communities, etc., allows us to support clients in making choices on equipment and the layout of their space that best meets the needs of their residents.
   
   
3. Marketing & Sales Partners
   Resident successes and engaging programming happen every day in your fitness center but getting those stories into the hands of your marketing and sales team can be a challenge. We provide clients with monthly resources for social media posting on current programs, health observances, etc., as well as routine reports summarizing program successes and resident accomplishments so they can help prospects not only see your physical spaces but learn about the offerings and resident accomplishments.
   
   
4. AL/SNF Programming
   We all know communities are selling a lifestyle promise to residents wherever they might be in their aging journey and as healthcare needs change, so do fitness program needs and available resources. Our staff are readily teaching classes, providing one-on-one services and bringing programming resources to activities staff in licensed-areas on the campuses we serve. When we build a relationship with a resident in IL, we want to continue that relationship as the resident moves through the continuums.
   
   
5. Robust Programming
   Even in communities where they have hired an FTE in-house to manage their program, we have learned that the limited resources available to that individual limits the potential for programming and services. We are regularly bringing residents fresh new offerings every single month to keep them inspired and asking us what’s next. With a network of like-minded professionals across the country, a NIFS fitness manager is plugged into new ideas, resources and trends that help bring a variety of wellness and fitness offerings to residents efficiently and with consistency.

Looking for a partner to help you in that exploration process? Contact NIFS for more information on our Fitness Management and Consulting Services.

If you DIY the fitness program in your senior living community, you probably think your offerings are market-standard and don't need to be reconsidered. Even with strong staff running your fitness program, that in-house team has limits on what they can build for the community, and it's likely that you're missing out on opportunities for substantial improvement. The problem with those missed opportunities is that even with something as basic as exercise, it's tough to know what you don't know.

• Annual fitness center visits increased 44% despite there being no change in total eligible residents during this time.
• Appointment volume increased 68% which means that residents got a lot more high touch interaction with our fitness experts.
• The average number of fitness center visits per day increased 43% and the number of residents who visited the fitness center at least once per month jumped 20%.
• In a community where the group fitness program was already strong, we made a few tweaks and overall class participation increased 9%.

As I said, the staff leadership at this client location was strong before we came on board; they were doing a nice job tracking and using available data as well as providing good variety in programming. But, there are limits to what a small team can do in an environment like that without additional job-specific support. And that's the value of outsourcing your fitness center program to an organization that specializes in building and sustaining strong resident fitness programs. We were quickly able to help this team: 

• Identify new ways to attract residents into appointments and structure documented follow-up practices to keep residents engaged in their exercise programs.
• Adopt a program evaluation framework that allowed them to focus in on a few goals and truly evaluate what was/wasn't working in their community.
• Provide comprehensive balance training/fall prevention programming with a depth that far exceed previous efforts, and served to draw in new participants to the fitness center and group fitness classes.

If you're ready to start moving your community fitness program to the next level, click below to download our eBook: How to Transform Your Fitness Center From Vacant to Vibrant.

If you believe it's time to offer more to current residents and prospects through your exercise program, but you're not quite sure what that "more" entails or how to get there, outsourcing might make a lot of sense for your community.

Outsourcing isn't just for therapy

The primary benefit to looking at a partner for management of any area of your community is the value of the depth and breadth of the firm's experience. Communities don't think twice about outsourcing therapy but when it comes to taking a closer look at the reasons to outsource management of the fitness center and related programming, I sometimes get blank stares from leadership. And I can't explain it. Certainly, how we provide service, the nature of our contracts with our clients, and the credentials of the staff we provide for community fitness is different from therapy groups, but the overall concept is the same. If you want an expert-run fitness program, you have to work with the experts. 

I’ve had the opportunity to work with NIFS for many years with multiple communities and I can say without exception that they have taken the wellness program in our communities to a new level. They are the best in the industry at what they do, and I would not hesitate bringing them in to any senior housing community that I am affiliated with. Our communities are stronger with NIFS on their team.  ~Mick Feauto, COO, LifeSpire of Virginia

NIFS Math

NIFS staff in your community are backed by an our organization that is uniquely focused on the specific work of elevating your fitness program. We're regularly supporting continuing education for our team and we have a proven model for effectively sharing resources so our clients get far more than the one NIFS manager on the ground. We like to call it "NIFS math" where 1 + 1 = 3.

What to expect from your fitness program

You need your fitness center to be a hallmark, a standout for the community. For your current residents, it should be one of the most praised offerings both because the staff are well-loved and because they are effective at keeping residents engaged with new, consistent, well-done offerings. The fitness program should also be on the list of reasons prospective residents choose your community. But if the group fitness calendar and the personal training services look the same as all the competition, and if you don't have the necessary data to tell key stories about how resident's lives have been improved by participating, then you're missing out on an opportunity.

NIFS clients see a lot of value in their partnerships because they gain much more than "just a trainer" for their gym. Check out some of the services we provide that aren't common to most community fitness programs:

• Balance Redefined includes rich programming and services focused specifically on balance training and fall prevention; our Balance Redefined offerings were built from, and regularly evolve because of our experience with dozens of communities over the last 15 years.
• Key data points for the fitness program are regularly reported and smartly used to continuously improve what we're offering in each client setting. From tracking participation per resident to evaluating outcomes and goals on our programs, we are constantly checking in on and reporting our progress.
• Reaching residents in assisted living and memory care environments with quality fitness services can be a real challenge. Our staff provide that outreach through strong relationships with community lifestyle coordinators. Modified balance assessments, group classes, personal training, and hybrid health-related programming are all tailored for the unique needs of residents in those settings.

[Related Content: 4 Keys to Getting Data You Can Actually Use]

Find out how you can put NIFS math to work in your community. Contact us or stop by and see us at the LeadingAge Expo.  We'll be hanging out with our calculators doing NIFS math in booth #1261.

Several months ago, my parents were prospects in the market to relocate to a continuing care retirement community (CCRC) from their 4.5-acre home of almost 20 years. There were a variety of reasons for them making this move consideration, but age and ill health weren’t on that list. 

My parents (at the time of writing) are both 72 years old and in quite good health. My mom walks up to an hour with friends most days of the week; she’s done that for as long as I can remember. My dad is an avid exerciser and he’s the reason I’m a runner today. He gets significant cardiovascular exercise for more than an hour four to five days per week, along with rigorous strength training at least three days per week in his home gym. They are both very active in their community and in the extensive gardens and rich woods on their property.

They aren’t frail, and they don’t fit into the more typical average age of 80+ in most CCRCs. 

Checking Out a Community with My Parents

So when they started shopping and had narrowed down their list to a primary community that held their interest, they asked my family to join them for a tour. We walked through the community center building and got a great look into the typical areas including the bistro, the formal dining room, the library, the craft areas, and the fitness areas. 

After we left the community, and 100% without my prompting, my dad asked me why their fitness center had “all of that strength equipment for old people” in it. Those were his words, not mine. This comes from a man who has never belonged to a gym, who has exercised in his basement with modest equipment for decades, and who doesn’t bear an ounce of pretension. Yet he very quickly identified the “old people” equipment in his community’s fitness center.

Senior living community operators are in a tight spot when they try to cater to current residents but build space, programming, and services that they hope will appeal to future residents. The fitness center tour and post-tour discussion with my dad is no exception, and it’s exactly the reason that any operator engaging in a fitness center build—whether as part of brand new construction or as a positioning project—needs to thoughtfully and carefully establish their fitness center layout.

Design of the space and the equipment you select matters. Both elements can profoundly impact the residents’ experience in the space. And when your community is continually battling someday syndrome as a barrier to getting prospects to make the move, how you outfit the fitness center can also be a factor.

CCRC Fitness Center Equipment and Design Considerations

Here are a few things to think about with respect to senior living fitness center design and equipment that engages current residents and attracts future prospects: 

• Create your group fitness studio and your fitness center as distinctly separate spaces. We see a lot of first-draft designs come with an accordion or partition wall between the two rooms. There is no actual utility for that design; and in fact, it may limit how both rooms can be used. 
• Build size for the future. If your community is poised for a phase two or three that adds residential units and creates more potential fitness center members, build the initial fitness spaces for growth. 
• Lay out the equipment with accessibility in mind. Put the equipment most likely to be used by your most frail residents nearest to your main entrance so that it is easy to access. 
• Create clear sight lines for the fitness management staff. Design the spaces so that staff will have the greatest visibility possible for all areas. Part of the reason for having staff managing your fitness program is for participant safety. It’s tough to keep people safe when you can’t see them exercising.
• Choose equipment that is built with an older adult in mind, but that doesn’t scream “old.” While there is currently a gap in the marketplace for a complete line of strength and cardio equipment well suited for this audience, that doesn’t mean you can’t buy beautiful and functional equipment that will work well both now and in the future. Contact me to get an operator’s perspective on the equipment that’s available

No doubt you have a lot to consider with a fitness center design project. If you’re a visual learner like me, you might get some inspiration from looking at a few of the projects we’ve been privileged to support.

Click on the button below to download a sample of our work!