Greater Southwest CMAA Chapter

Monday, January 13th, 2014

PRESENTED BY VIA GIBSON, CNC, CPT

Learning Objectives Ø Identify the core elements needed to establish a

comprehensive wellness program. Ø Learn which programs have a proven track-

record for success.

Ø How to recruit quality and qualified staff.

Ø Analyze potential health revenue sources and ways to market to members.

Learning Objectives Ø Identify the core elements needed to

establish a comprehensive wellness program.

THE CORE ELEMENTS OF HEALTH

1. NUTRITION

2. EXERCISE

3. ENDOCRINE SYSTEM

The 1st Core Element of Health

NUTRITION

Nutrients are elements

required by ALL living organisms for growth,

reproduction and maintenance of homeostasis.

Carbohydrates: store and transport energy. Proteins: enzymes(amino acids) that catalyze biochemical reactions. Lipids/Fats: energy storage, structural components of cell membranes, important in endocrine system function. Water: protects organs/tissues, helps dissolve other nutrients to make them accessible to the body, carries oxygen to the cells, flushes out waste products and regulates body temperature.

The 2nd Core Element of Health

EXERCISE Exercise - depending on where energy is derived from - may be classified in one of two categories,

aerobic and anaerobic .

AEROBIC EXERCISE

Aerobic means "with

oxygen", and refers to the use of oxygen in the body's metabolic or energy-generating process.

How Many Calories Do you need to Burn to lose ONE pound

of Body Fat?

Answer = 3,500 calories

�  3,500 calories ? �  5,000 calories ? �  9,300 calories ?

ANAEROBIC EXERCISE

-  Strength Training

-  High Intensity Cardiovascular

Training

How Many

Calories per day does ONE pound of

MUSCLE burn?

Answer = 10-20+ calories

�  5 calories per day? �  20 calories per day? �  99 calories per day?

The 3rd Core Element of Health

ENDOCRINE SYSTEM

The endocrine system is a system of glands, each of which secretes a type of hormone into the bloodstream to regulate the body.

Endocrine System

Hypothalmus- nervous system

Pituitary- emotions

Thyroid- metabolic functions Thymus-

immune system

Adrenals- stress Pancreas-

sugar handling

Ovaries-estrogen/progesterone Testes-

testosterone

Learning Objectives Ø Identify the core elements needed to establish a

comprehensive wellness program. Ø Learn which programs have a proven track-

record for success.

Ø How to recruit quality and qualified staff.

Ø Analyze potential health revenue sources and ways to market to members.

Proven Programs � NUTRITION

� GOLF and FUNCTIONAL FITNESS

� ANTI-AGING/PREVENTITIVE MEDICINE

NUTRITION

www.nutritionists.healthprofs.com Directory of Nutritionists and Dieticians.

www.chirodirectory.com

Directory of Chiropractors.

�  Lunch and Learns � Monthly Workshops � One on One Nutrition Coaching � Nutrition Competitions – “Biggest Loser” �  Food and Beverage – Menu Items

Newest Trends in Healthy Dining

�  Heart Healthy – low sodium, low cholesterol

�  Low Carbohydrates – protein dishes

�  Low Calories – 550 calories or less

�  Sugar Free – skinny margarita

�  Dairy Free – non creamed sauces/soups

�  Gluten Free – rice, potato, corn

GOLF

www.mytpi.com Directory of Titleist Performance Institute fitness

professionals who are able to teach specific mobility, flexibility and strengthen exercises

specific to golfers.

www.registeredhypnotist.com Directory of Hypno-Therapists, most specialize in

sport specific areas such as golf.

�  Yoga Stretch Class for Golfers � Balancing Workshops on the Driving

Range � Mind/Body Connection Seminars � Celebrity Fitness/Golf Event � Mobility = Yardage… Get Moving!

ANTI AGING/PREVENTATIVE HEALTH

www.naturopathic.org

Directory of integrative medicine doctors who can help with helping the body naturally as it ages.

www.worldhealth.net

Directory of doctors who practice in anti aging medicine.

Preventative Health Workshop Ideas… �  Women, Weight and Hormones �  Memory Brain Makers �  Is Your Thyroid Making You Fat? �  Designing Your Thoughts for a Fantastic Life �  Give your Adrenals a Rest! �  ADHD and Autism – New Health Crisis �  Laughter and Love = Health

Learning Objectives Ø Identify the core elements needed to establish a

comprehensive wellness program. Ø Learn which programs have a proven track-

record for success.

Ø How to recruit quality and qualified staff.

Ø Analyze potential health revenue sources and ways to market to members.

Staffing Model �  Fitness Directors/Managers �  Personal Trainers �  Pilates/Yoga Instructors � Class Instructors � Nutritionists � Golf – TPI Professionals � Support Staff

Fitness Directors/Managers

§  college degree §  national certifications

Salary Range - $50,000-$100,000+/year*

ACE (American Council of Exercise) www.acefitness.org NASM (National Academy of Sports Medicine) www.nasm.org AFAA (Aerobic and Fitness Association of America) www.afaa.com CHEK (Corrective Holistic Exercise Kinesiology) www.chekinstitute.com ISSA (International Sports Sciences Association) www.issaonline.com *DOE and Location

Employee vs.

I Independent Contractor Personal Trainers, Nutritionists, Class Instructors and Specialists

Employee: $10 - $35+ paid per session* Independent Contractor: 50% - 90% of session* Class Instructor: $35- $50+ per class* *DOE and Location

Learning Objectives Ø Identify the core elements needed to establish a

comprehensive wellness program. Ø Learn which programs have a proven track-

record for success.

Ø How to recruit quality and qualified staff.

Ø Analyze potential health revenue sources and ways to market to members.

Revenue Generators �  Name Recognition – Zumba, TPI programs, etc… �  Specialty Workshops – “Healthy Back Series” �  Family Fitness Night – “Cooking with the Family” �  Golf Related Events – “Keeping your Drive Alive” �  Wellness Wednesdays Offerings-”Menu Options”

Marketing Ø  New and potential members

* Open House Parties * Golf Charity Events * Health and Wellness Tips Provided in Local Media from Club * Awards – “America’s Healthiest Club”

Ø  Ongoing within the membership * Brochures * Social Media * Member Website * Newsletter * Complimentary Fitness Services with Golf/Tennis Events * Synergies with other Departments(F & B, Golf, Tennis)

Create Brochures & Flyers...

Provides information on: •  Services provided •  Class offerings •  Pricing •  How to schedule an

appointment •  Biographies on fitness staff •  Important phone numbers •  Fitness facility information

Increase in usage between 2010 and 2011 From McMahon Club Trends Volume III/Issue 4

Why Fitness? Why Now?

-20%

-10%

0%

10%

20%

30%

40%

50%

Today’s Private Clubs...

People are joining Clubs for a myriad of reasons, not solely for golf privileges.

The latest generation of Members are searching for communities that offer them social, fitness, golf, tennis and more.

Wellness and Fitness needs are almost or

as important as Golf! Just as the members care about the

condition of the “greens”, members care a great deal about their health.

Questions?

Via Gibson, CNC, CPT Fitness and Wellness Director

Desert Highlands vgibson@deserthighlandsscottsdale.com

480-250-2218