|
Not ‘Your Father’s’ Assessment Fitness testing has grown in importance, sophistication, and profit potential by Jon Feld Once considered an extra, a special service, in the club industry, fitness assessments have since become a fundamental element for most clubs and their members. Assessments now serve as a key tool in establishing baseline readiness for exercise, as well as for setting individual goals and formulating workout regimens. "When I started in the fitness industry 25 years ago, there were no real fitness-assessment protocols that were being utilized widely," notes Everette Aaberg, the co-owner and director of fitness services at the TELOS Fitness Center, an upscale, three-story, 63,000-square-foot facility in Dallas. Today, however, he notes, assessment is "the foundation and hub of our program. There’s no way to design effective exercise programs if you can’t first determine what a person’s needs are. Assessments are the tool that leads potential members and all our referrals to become clients of our training and treatment programs." Assessments have changed a great deal since industry pioneer Dr. Kenneth H. Cooper, the founder of The Cooper Institute in Dallas, created his first fitness test in 1968. As baby boomers and a greater number of deconditioned members have entered the market, the protocols have grown in number and sophistication to establish a wide range of physical baselines. "Now, before we even begin to consider cardiovascular readiness and general conditioning levels, and prior to testing any movement patterns, we must first obtain a complete understanding of postural deviations, joint limitations, and functional muscle imbalances," observes Aaberg. "It’s critical to identify biomechanical abilities before embarking on any other testing." Aaberg, who previously worked at The Cooper Institute for 15 years, modeled TELOS’ proprietary A.I.M. (Advanced Integrated Movement) assessment on the MAT (Muscle Activation Techniques) system. MAT, developed by Greg Roskopf, a professional sports biomechanical consultant, tests for muscular imbalances throughout the body. Aaberg’s designs have earned TELOS two NOVA awards for innovation, in 2004 and 2007, from Fitness Management magazine. "We go through the entire body, joint by joint, to look for any range-of-motion limitations, identify any muscular imbalances, and establish training and treatment priorities," he says. "This information is correlated with other assessments, such as postural and gait analysis and general movement-pattern testing, to help determine exactly what remedial exercise program and treatment plan should be developed." To address the needs of a broader client population, Aaberg has recently incorporated the testing of unilateral and asymmetrical movement patterns, which he refers to as "life-demand movements." The goal, he explains, is to correct specific imbalances to improve spinal alignment and rotational movement to facilitate everyday tasks. Assessments have also changed for more advanced athletes, focusing more intensely on the individual components of muscular fitness. "Specific muscle groups and individual muscles are now tested with an eye toward preventing injuries and improving the overall level of fitness," indicates Boyd Lyles, Jr., M.D., the director of the HeartHealth and Wellness Center, a medical practice in Dallas, who also works with TELOS. "The carryover to other activities, such as skiing, tennis, golf, etc., has been firmly established, and now, training is directed toward specific sports activities. For the past seven years, I’ve tested the Dallas Mavericks basketball team, and I can tell you that professional sports teams are very interested in the whole athlete—not just in their cardiovascular fitness." Fitness testing can be as important to a club’s well-being as it is to its members’ health. Contemplating the bottom line, Aaberg notes that the assessments, which encompass referrals from several medical practices in the city, represent a key standalone revenue source. But that’s just a portion of the income generated by the testing. TELOS also offers its three-hour assessment to nonmembers for fees of anywhere from $225 to $900, reports Aaberg. "We provide the assessment, at no charge, as part of our initiation program for new TELOS members," he explains, "and it feeds directly into the other components of our business. The bulk of our income, about 70%, comes from ancillary services—a much higher figure than at most other clubs. The assessments are designed, first and foremost, to help people identify their physical limitations and recognize the need for professional assistance. But, in many cases, they also lead to referrals for chiropractic care, massage therapy, and other professional training services, all of which we offer on-site." - Jon Feld, jon@trendline-co.com |
|
|
International Health, Racquet and Sportsclub Association |
|
