IHRSA - May09CBEnt-Kids

CHILD’S PLAY
NOW IS THE TIME TO IMPLEMENT SOME RECESSION-PROOF KIDS’ PROGRAMS

When times are tight, what can still entice people to part with their hard-earned cash? Their children!

"Parents are continuing to spend money on their children when it comes to youth fitness and sport,” says Pat Rigsby, co-owner of the International Youth Conditioning Association (IYCA). “In fact, we've seen significant growth in athletic development programming for the high school age market and general fitness programming for younger children in spite of the current economy."

“Clubs that have programs for kids are doing very well, with no noticeable drop-off in their numbers,” adds Jim Thomas, president of Fitness Management & Consulting.

The following are some of the youth programs that are thriving in health clubs, despite the economic downturn.

Making Fitness Fun

“If I were a club operator, I would want to accomplish three things with every program,” says Cathi Lamberti, CEO of Sportwall International, Inc., whose products are installed in over 1,400 fitness facilities in 17 countries. “I would want it to appeal to all ages. I would want it to fit a large group into a relatively small space. Finally, I would want low-cost staffing, with a high numbers to staff ratio,” she explains.

Sportwall’s flagship device is an 8-foot by 4-foot computerized wall equipped with seven flashing targets, impact sensors, a clock, a scoreboard and voice to give instructions. Within this framework, Sportwall offers fun, interactive games that challenge players to be active if they want to win.

“Traditional sports and exercise cannot compete with computers, television, video games and cell phones,” says Lamberti. Her company designs and builds XerGames Technology, which instill a love of activity, she explains. “They provide a cardiovascular workout in an entertaining game format, and they attract participation and engage sustained focus.”

“With these programs, you start to see healthy interaction among individuals,” Lamberti adds. “Retention rates are high because of social interaction.”

Glen Gilmore, owner of Gil’s Gym in Palmer, Massachusetts, says his three Sportwalls have provided a unique, healthy alternative to traditional health club child care for kids ages 3 to 11.

“Parents who are employed don’t want to put their kids in a club’s day care area if they’re already in day care all week,” he explains. “Sportwall allows us to offer a true exercise program for ages 3 to 11.” Gilmore says kids are exhausted after leaving the club, as opposed to being hyped up from being contained in a small room with a television.

For unlimited use of the club’s Sportwall area, Gilmore charges $24 per month for 1 child, $42 for 2 children, $57 for 3 children and $71 for 4 children. “It’s more cost-effective for parents than paying for day care or a babysitter,” he explains.

The Sportwalls at Gil’s Gym are supervised weekdays from 3:15 until 8:15 and weekends from 10:00 until 3:00. Gilmore expects to recoup his $50,000 investment (which includes approximately $15,000 in staffing costs) within six months.

“This type of program is the last thing cash-strapped parents will cut,” he explains. “It keeps their kids active and healthy, and the kids never get bored of it.”

Calming Their Minds

YogaFitKids! encourages kids, teens and parents, to explore their natural abilities in an active, safe, and fun way that honors the diversity of each students' flexibility and strength,” says Beth Shaw, the president and founder of YogaFit, Inc. “It is a fun, playful class where kids can move energy through their bodies and bring calm into their minds.”

According to Shaw, the benefits of yoga for kids include:

Promoting physical development and a positive attitude toward physical activity.
Building self-esteem, focus, and concentration.
Improving strength, flexibility, body awareness, and neuromuscular coordination.
Complementing other sports training by helping to prevent injury and improve coordination.
Helping to find balance in busy and active lives, relieving overall stress, and helping to develop poise and confidence.
Helping teens and adolescents to develop a healthy relationship with their changing bodies and a positive image of themselves.
Creating a totally positive, supportive and non-competitive environment where we use cooperative learning activities to build trust.

“Yoga is inclusive and allows children to participate at their own level,” adds Shaw. “Children with attention deficit disorder (ADD/ADHD), hyperactivity, autism, and Down's syndrome have found great success through the practice of yoga.”

YogaFit Master Trainer Mary Elko Comfort recently launched YogaFitKids! at The Club Sport and Health in Monroeville, Pennsylvania. The popular program, which is open to any and all families, is free to members but charges a guest fee. “It helps kids become more centered, less judgemental and more self-accepting,” she says.

Letting Kids be Kids

Kris Massaro owns Starting Line Fitness in Tustin, California. Her club’s F.A.S.T. (Fast, Agile & Smart Team Training) is a fitness program devoted to the athletic development of kids, offering a fun, challenging environment with IYCA-certified youth development specialists.

“When it comes to youth fitness and development, many programs surpass youth-based skills and try to teach adult skills to kids,” says Massaro. “In an era when we have a 45% obesity rate among children, it’s time for a progressive program dedicated to kids.” A key component of her club’s programming is the Vortex NIMBUS®, which she says distinguishes her facility from the competition and is an effective sales tool.

The NIMBUS® is a unique functional movement-based youth fitness training circuit and system for kids ages 6-18, that accommodates up to 16 children at one time, and utilizes only 20' x 30' of floor space. It’s based on Vortex’s Super Cell line, in which numerous machines are developed from a single set of interchangeable and adjustable accessories. The NIMBUS® is designed for indoor and outdoor use, doubles as a boot camp center due to its adjustability and durability, and is ADA-compliant.

“Youth obesity rates are soaring and injuries are at an all-time high in youth sports,” says Brian Grasso, CEO of the IYCA, who helped design the NIMBUS®, along with Vortex Fitness Equipment CEO Bob Piane. Grasso also developed the basic programming for the unit. “The NIMBUS® is the one tool you need to help change both the fortunes of children and teenagers as well as your own business,” he adds.

Improving Sports Performance

In the 90’s, Bill Parisi, a two-time Division 1 track and field All-American athlete, recognized a huge unmet need for youth sports training. In 1993, he opened a 2,500-square-foot sports performance studio in Wyckoff, New Jersey, which generated over $900,000 in revenue in its first year.

Today, Parisi has licensed 40 Parisi Speed School facilities in 21 states and also owns five Parisi Fitness Centers in New Jersey.

“Youth memberships based around sports performance are very profitable right now,” he says. “When kids are 7 or 8 years old, they don’t want to be in child care anymore, and club operators need to figure out what to do with them.” Since most kids are involved in organized sports, Parisi says it makes sense to offer them sports performance training.

“In my 18 years of experience focusing on youth, I have seen that parents are not taking action to get their kids get fit, but they’re taking action to help their kid improve in a sport,” explains Parisi. “Since 70% of kids ages 7-14 play at least one organized sport, it’s crucial to demonstrate how training connects to a particular sport.”

Serving the youth market attracts new prospects to a facility, according to Parisi. “People will seek out and spend on programs for their child first,” he says. “Once they’re in the door, if a family membership is properly packaged, it will sell.”

When hiring sports performance trainers, Parisi says he looks for passion and a love of kids. “I’m not as concerned with formal education and certification,” he explains. “If someone is fit, is a former athlete and has good core values, I want to learn more about them.”

“Our whole program is about building a kid’s self-confidence,” adds. “This is an art, not a science.”

For a directory of suppliers of equipment and programs for children, browse IHRSA’s Buyers Guide at www.ihrsabuyersguide.com.