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HEALTH & FITNESS The future of

…and why should I care?

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We all know we have a

serious problem

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We all know healthy lifestyle choices

are not only a good medicine…

… many times, they could be the cure

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Too many times, even in the best

planned interventions…

…people don’t just snap out of it and

“intervent”

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Is there anything we could learn from the health and fitness

industry?

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1.  What’s going on in the health & fitness industry?

2.  What could we learn from it? 3.  The REVOLUTION concept 4.  Chances for collaboration?

H&F market evolution

BODY BUILDING AGE 1970 - 1980 2 - 3 %

FITNESS AGE 1980 - 2010 12 - 15 %

WELNESS AGE 2010 - ? 30 % +

LIFESTYLE AGE ? 50 %

MA

RKET

S

TIME

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WARNING! non scientific���

content

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You’re passionate about it

People need it

People are ready to pay

for it

You’re good at it

Success  

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The health and fitness industry

realized, it needs to grow up!

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•  Founded 2001 (Brussels 2007) •  105 member organizations •  10 324 fitness clubs •  29 countries

•  Setting standards •  European Affairs •  Research & Knowledge center •  Networking & Events •  EREPS

Enter:

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Studies & publications:

European qualifications framework

13 ©  Europe  Ac-ve,  used  with  permission  

Level   Knowledge   e.g.  Level  8   Knowledge  at  the  most  advanced  

fron-er…  Doctors  etc.  

Level  7   Highly  specialized  knowledge…   Masters  Degree  

Level  6   Advanced  knowledge…   Bachelors    degree  

14 ©  Europe  Ac-ve,  used  with  permission  

Level  4   Factual  and  theore-cal  knowledge  in  broad  contexts  within  a  field  of  work  or  study  

Personal  trainer  

Level  5   Comprehensive,  specialized,  factual  and  theore-cal  knowledge  within  a  field  of  work  or  study  and  an  awareness  of  the  boundaries  of  that  knowledge  

Exercise  for  Health  Specialist  

European qualifications framework

15 ©  Europe  Ac-ve,  used  with  permission  

Level  4   Factual  and  theore-cal  knowledge  in  broad  contexts  within  a  field  of  work  or  study  

Personal  trainer  

Level  5   Comprehensive,  specialized,  factual  and  theore-cal  knowledge  within  a  field  of  work  or  study  and  an  awareness  of  the  boundaries  of  that  knowledge  

Exercise  for  Health  Specialist  

European qualifications framework

IT’S ABOUT BEHAVIOUR!

16 ©  Europe  Ac-ve,  used  with  permission  ©  Europe  Ac-ve,  used  with  permission  

Transtheore3cal  model  of  behavior  change.  

1. PRE-CONTEMPLATION

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Frankly, I couldn’t care less

•  Avoid arguing •  Motivational

Interview

2. CONTEMPLATION

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Hmm…

•  Pros and cons •  Self-efficacy

3. PREPARATION

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I wonder if I would, how I

should…

•  Provide info •  Concrete plans •  Clear goals

4. ACTION

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I’m doing it!

•  Give support •  Plan for obstacles

5. MAINTENANCE

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I got this!

•  Find social support

1. Pre-contemplation 2. Contemplation 3. Preparation 4. Action 5. Maintenance

STAGES OF CHANGE

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The whole industry is maturing and

turning to evidence based actions

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Enter Dr. Paul Bedford

Business as usual

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4 Year Retention Pr

opor

tion

Still

Mem

bers!

Months since joining!

©  Dr.  Paul  Bedford,  used  with  permission  

Basic Behaviour Change

60 minute standard induction + 60 minute

support

60 minute standard induction

Minimum “treatment”

26 ©  Dr.  Paul  Bedford,  used  with  permission  

Visit vs. visit

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©  Dr.  Paul  Bedford,  used  with  permission  

No.1 Behaviour = Visits

1 !Interaction!

2-3 !Interactions!

4+ !Interactions!

20%$$more%likely%to%visit%

50%$$more%likely%to%visit%

80%$$more%likely%to%visit%

! The$probability$of$making$a$visit$next$month$if$fitness$staff$talk$to$you$during$a$visit$this$month.$

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Seems a lot like we need a…

Photo  credit:  Wikimedia  Commons  

…human touch

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Enter Trainer4You

REVOLUTION

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TO BE THE MOST REGOGNIZED PERSONAL TRAINGIN BRAND IN

FINLAND BY 2020

REVOLUTION VISION

REVOLUTION NETWORK HAS SEVERAL HUNDRED

PERSONAL TRAINERS, IMPROVING THE QUALITY OF LIFE

FOR THOUSANDS

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TO PERMANENTLY INCREASE THE QUALITY OF LIFESTYLE CHOICES FINNISH PEOPLE MAKE

REVOLUTION MISSION

REVOLUTION coaching concept

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1. Health 2. Weight Loss 3. Wellness 4. Shape 5. Challenge

Your primary goal is to enhance your health and wellbeing You have an underlying problem that needs to be solved before exercise could become a permanent part of your life.

HEALTH

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WEIGHT LOSS

Your primary goal is losing weight You wish to permanently change your weight to healthy proportions. You need practical knowledge, help, tools and support to reach your goal

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WELLNESS

Feeling good is what it’s all about! You wish to be more energetic, more healthy, more capable to tackle life’s challenges. You wish to find a good balance with regular exercise, healthy nutrition and adequate rest.

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SHAPE

Your primary gold is to shape your body and/or enhance your physical condition. You’re prepared to train hard and long to achieve your goals. You’re prepared to stick to tough training regimen and controlled nutritional choices.

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CHALLENGE

You are an advanced, competitive sports person looking for new challenges You’re eager to try new challenges, sports and equipment. You have worked hard to get where you are and you wish to challenge your limits to the maximum.

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WHAT EXACTLY MOTIVATES YOU?

PROFILE QUESTIONER

WWW.REVO.FI

REVO – SERVICE OFFERING

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1.  Quick & Go 2.  Personal training 3.  Workshop 4.  Small group training 5.  Team training 6.  Lectures

REVO – SERVICE OFFERING

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PERSONAL TRAINING SMALL GROUPS EXPRESS SERVICES

PT 360 light

Team Training

Small Group Training

PT 90

PT 360

PT 180

Quick & Go

Workshop

QUICK & GO

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1.  Fitness check-up 2.  Training advice 3.  Nutrition advice 4.  Exercise Duration: 1 x 30 min Price: 39 €/meeting

PERSONAL TRAINING

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•  PT 90 •  duration 3 mo. •  12 meetings •  à 45 min  •  279 € per month

”Intensive kick start”

PERSONAL TRAINING

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•  PT180 •  duration 6 mo. •  12 meetings •  à 45 min  •  159 € per month

”Gain permanent changes”

PERSONAL TRAINING

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•  PT 360 •  duration 12 mo. •  12 meetings •  à 45 min  •  89 € per month

”Make sure the changes are there to stay ”

PERSONAL TRAINING

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•  PT 360 light •  duration 12 mo. •  4 meetings •  à 45 min  •  39 € per month

Innostu ja onnistu!

”Keep up the good life or easy entry”

LIGHT

The best of PT and Group Fitness

SMALL GROUP TRAINING

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Fixed-duration small group “schools” with pre planned activities

Duration: 3 mo. Meetings: 12 x 60 min Price: 79 €/mo.

TEAM TRAINING

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Motivation & social support

More freely executed ”workouts of the day” Contract: 1 mo. -> Times/month: 8 Duration: 45 min Price: 99 eur/kk

WORKSHOP

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Inspiring and supportive taste of the small group schools Duration: 1 x 120 min Price: 39 €/pers.

Small Group Quick & Go

TOPICS FOR SMALL GROUPS

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1.  Running school 2.  Triathlon school 3.  Gym school 4.  “Off the couch” school 5.  Bootcamp 6.  Weight loss school 7.  Shape up school

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1.  It’s more and more about health 2.  It’s about understanding behavior 3.  It’s about supporting change 4.  It’s about more qualified staff 5.  It’s about collaboration (allied

healthcare)

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Further reading: •  www.trainer4you.fi •  www.ehfa.eu.com •  www.ereps.eu.com •  http://en.wikipedia.org/wiki/

Transtheoretical_model •  http://retentionguru.co.uk •  www.revo.fi

THANK YOU!