Reaching New Customers with On-Demand Strength Training by Richard Wolff

Reaching New Customers with On-Demand Strength Training 

By Richard J. Wolff, RD, LDN

In today’s world few endeavours can improve the quality of life the way strength training can, yet despite a large body of evidence [1] supporting the health benefits of strength training, participation remains low.

A recent study [2] published in Preventive Medicine reports that fewer than 20 percent of adults strength-train.  This is not surprising given that most simply don’t know how to implement a safe and effective strength program.

For decades, the medical community has been largely unsuccessful at getting people with chronic disease to strength train. One example of this is the Arthritis Foundation’s Exercise Program which has proven to be effective at improving mobility and pain management in people with arthritis — yet fewer than than one percent of people with arthritis participate in it [1].

Given what’s at stake, scientists are calling for a new approach.  In 2014 James Fisher, et al. demonstrated significant gains in strength with an efficient (less than 15 minutes per exercise session) and infrequent (two times a week) strength program [3].  James Fisher states that, despite improvements in strength, the financial expense and practicality of a 1:1 client to trainer session may be a barrier to participation.  He goes on to say that future research might consider the efficacy of small group resistance exercise sessions; e.g., two to five participants with one trainer.

In 2009, five years prior to Fisher’s research, MEDFITNESS, a strength training studio, had implemented a small group strength training program that models Fischer’s recommendation.  The MEDFITNESS On-Demand Strength Training™ program averages four participants to one trainer and does not require an appointment. A review of 240 program participants [4] showed an average change in training load (progression) of 51 percent for leg press and 67.8 percent for chest press.  Program data from 2016 [5] show an average weekly attendance of 80 percent; that is, 80 percent of program participants complete at least one, 25-minute strength workouts every week. Program cost is approximately 60 percent less than 1:1 client-to-trainer rates. Since its inception in 2009, this program has generated attendance and progression rates that have never been demonstrated in a non-appointment-based program.

Over the past several years MEDFITNESS has continued to refine the program and improve outcomes.  A major part of the program effectiveness can be attributed to a Supervision System and Coaching Formula [6] that allow a single trainer to effectively coach four or more clients at one time.  Within a limited studio space (approximately 1,200 square feet) this program generates approximately 1,100 supervised workouts per month.

This new type of program may be just what Fischer was talking about: a supervised strength training program that is efficient and affordable.  With health agencies around the globe recommending strength training, fitness professionals stand to gain new clients by adding On-Demand Strength Training™ to their services.

Offering on-demand training can help attract and retain customers by creating a unique value proposition. Here are the six things we do that support the execution and management of our On-Demand Strength Training™.

1. Simple Workouts:  We have several workouts that clients rotate between, making it simple to move clients from exercise to exercise.  This allows the trainer to focus on what matters most – coaching!
2. Standardized Training:  We use a standard repetition cadence and range.  This makes it easier for one trainer to move between clients and provide relevant coaching.
3. Scheduled Shifts: This type of training can be offered within a limited time range and on certain days of the week.  For example, you could begin by offering on-demand training on Monday and Thursday from 8 AM to 12 PM, then add more shifts as enrollment increases.
4. Coaching Formula: We have created a Coaching Formula that combines one-on-one and group coaching to effectively coach every client on every exercise.
5. Weekly Accountability:  At the end of each workout, we verbally confirm the next workout date, and make phone calls to clients who drop below attendance standards every 14 days.
6. Progress Reports: We provide clients printed Progress Reports that measures progression against goals set at the beginning of the program.

References

1. The Role of Strength Training in the Prevention and Treatment of Chronic Disease.  American Journal of Lifestyle Medicine. 2010;4:293-308.
2. Is Strength Training Associated with Mortality Benefits? A 15year cohort study of U.S. older adults. Preventive Medicine, 87, 1211-127.
3. Strength Gains as a Result of Brief, Infrequent Resistance Exercise in Older Adults. Journal of Sports Medicine, Volume 2014 (2014), Article ID 731890.
4. MEDFITNESS Progress Report Database, A Review of 240 Clients, 2009 – 2016.
5. MEDFITNESS YAG (Year-at-a-Glance) Data, January – June, 2016.
6. MEDFITNESS, Fitness Instructor Manual, Second Edition, 2016.

About the Author 

Richard J. Wolff, RD, LDN is the president of MEDFITNESS, a company specialising in efficient, evidence-based strength training.  He is an adjunct faculty at the Graduate School at Northern Illinois University and serves on its Health and Wellness Advisory Board.  His articles have been featured in Weightlifting USA, Nautilus Americas Fitness Magazine, Personal Fitness Professional and Club Industry Magazine.

Richard was interviewed on High Intensity Nation, which has lots of valuable resources and interviews with HIT experts. Here’s the audio: