YMCA reduces weighty services marketing challenge

Written by Shirley Lichti for The Record, January 16, 2008

With a new year beginning, many people make fitness-related resolutions. Yes indeed, this is the year they will change their lifestyle. No more being a couch potato, carrying around that extra weight or huffing and puffing after having climbed a flight of stairs.

Unfortunately, in spite of their best intentions, many people don't stick to their resolutions. At many fitness clubs, the drop-out rate during the first year is high. According to Tom Abbott, vice president of membership services at the Cambridge and Kitchener-Waterloo YMCAs, first year renewals are only about 30 percent.

There is a multitude of reasons that people drop out. Usually, Abbott says, it's because they haven't made exercise at part of their routine. Even after an orientation to the facilities, many people still don't feel like they know what they are doing, especially when it comes to using the equipment.

Services organizations like the YMCA face unique marketing challenges. Intangibility is a big factor since the organisation is in essence, selling the invisible - the promise of better spirit, mind and body. But how do you tangibly demonstrate that? Variability is another challenge. The more humans needed to provide a service, the more likely there is to be variability, or inconsistency, in service quality.

Abbott says that supporting new members through the first year is critical to helping them make exercise a part of their lifestyle. That's why the A.R. Kaufman YMCA in Kitchener (www.kwymca.org) has introduced FitLinxx, a computerized system which has been installed on most of the YMCA's cardio equipment, for example, treadmills, Stairmasters, exercise bikes and elliptical trainers. There is also a plan to make FitLinxx available on strength training equipment later this year.

The system tangibly improves the workout experience because it "learns" members' programs and provides instruction - coaching them through workouts and giving them feedback on speed, form and heart rate. Each machine is networked to a database that provides automatic capture of workout records, which lets members track their performance and progress toward their fitness goals. Additionally, they can access the system online to enter activities or get reports that track their workouts.

The FitLinxx system also deals with the variability associated with delivering a service. It delivers consistent and accurate personal information, for example, remembering your seat setting, weight, sets, repetitions and ideal range of motion. This makes it easy to get a safe, structured and effective workout every time because the equipment remembers you and your objectives.

Crystal Hughes, supervisor of adult programs at the YMCA, says FitLinxx is a great tool. "As a fitness trainer, I get notified automatically with set performance triggers. I can follow-up with a person if there's been a long time lapse between workouts, find out if there's a problem and answer any questions." The system facilitates her staying in touch with members as they progress toward their goals, which helps to keep them motivated. Members can ask their fitness trainers questions, too, in person or via the system.

FitLinxx is available to new members as well as existing members. To get started, Abbott says members need to schedule personal appointments with YMCA fitness trainers to establish realistic fitness goals, activities, and workout schedules. The trainers will also develop a fitness program and orient members to the equipment and the FitLinxx system. There is no charge to use the system, although there is a nominal set-up fee of $15.

After the initial set-up is complete, members simply enter their code when they begin a workout on any equipment with the FitLinxx system installed. Workouts can also be manually recorded through a touch screen kiosk to capture aerobics classes, playing squash, swimming or using free weights. They can even record activities outside of the YMCA, such as hiking, biking, and inline skating.

Rosemary Boettinger, one of the members in the pilot project, says "I didn't realise how much activity I was already doing, such as shovelling snow, raking leaves, and walking. It's just stuff you do around the house," she notes, "but never really consider exercise even though your heart's racing and you may be sweating."

Abbott says the YMCA is also introducing ActiPed, an accelerometer that uses patented technology to record steps, movements, activity time and calories burned. Unlike a pedometer, ActiPed distinguishes between walking, running and other activity. Data can be saved for up to 12 days and is wirelessly uploaded to the FitLinxx system via a transponder in the YMCA's lobby.

This is the first deployment of ActiPed in North America according to Abbott. Boettinger is looking forward to getting one so she can determine just how many steps she takes in a day. There is a charge of $30 to members who want the ActiPed option.

Abbott says FitLinxx gives members options about how they exercise. The system can make an exercise program so easy they don't even have to think about it, a bonus for new members who are not yet accustomed to working out. It makes the health benefits of exercising more tangible and reduces variability because members get a more consistent workout.

Best of all for the Y, it should boost retention since FitLinxx users, motivated to stick to their New Year's resolutions, typically exercise more often.

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