Health Clubs taking the lead in the Parallel Economy
Let’s define the growth of the parallel economy
Hope in our future is growing as the parallel economy is growing as well. Let’s look at a few sectors. In the good arena – the growth of natural foods and markets are allowing consumers to have a choice of foods that are locally grown. As the supply chain internationally has been compromised, a multitude of national animal farms have burned within the past year, and millions of chickens in large CAFOs have been put down because of disease, those who wish to bypass much of the commercial system are seeking alternatives. In the investment sector, cryptocurrency has delivered an alternative to the stock market and banks as a haven for investments. Time will tell whether Bitcoin and other cryptos and blockchains will stay independent and offer good returns on investment over time. However – it has put people in more control over their portfolios. The growth of the hemp and marijuana industries for clothing and even medicinal uses has again opened another important area of self-care and sustainable purchase power for consumers.
What’s happening to our current healthcare economy
Our area of keen interest is in healthcare. With a multitude of hospital mergers over the past three years has seen a consolidation of power and wealth with CEOs and a terrible degradation of health care services, we see that more Americans are interested in self-care programs and the use of alternative and integrative health services in many sectors – from specific types of nutrients and supplements, to a bevy of relaxation and biofeedback devices, to the exploding field of precision wellness – comprising HBOT, compression sleeves, PEMF, cryotherapy, and other tools has become a fixture at many physician offices, clinics, and even some hospitals.
Health Clubs taking the lead in the parallel economy
Tools that health clubs have in their pockets include the basics – strength, range of motion, and endurance training. They are the hallmark of the offerings for this industry. However – according to many, clubs are still just places where people “rent” equipment. They pay dues and come to work out. The snide to the industry is that there are still clubs who take credit card monthly payments, and don’t care if patrons even come through the doors.
Covid has given the industry an unprecedented opportunity to change EVERYTHIING. How? Let’s deconstruct the issues at hand for health clubs:
A multitude of research in covid stated that the higher the fitness levels, the lower the incidence of infection, and severity. This should be a “no brainer” for anyone in exercise science who studies the research of David Nieman from Appalachia State in exercise immunology. Fit and healthy people have the strongest immune systems, a lower incidence of cancers, and can fight off colds easier. Those who over train have dips in immunity, which has been shown to lower resistance to colds, flu, and URTIs. This is why many in the health sciences shook their heads in dis-belief when the CDC stated that a covid shot may have been better than natural immunity. Over time they backtracked, but the amount of fitness should not be understated in terms of its ability to keep the body healthy.
The aspect of medically based fitness has been around since the 1970s when cardiac rehab became popular in medicine. The 80s found more exercise weight loss programs, and the 90s ushered in exercise and cancer programs, hypertension training, and senior exercise with Silver Sneakers and other programs. However, the aspect of medically integrated fitness should be the number one growth aspect for the industry now. Why? Because over 75% of Americans don’t belong to health clubs – which closed during covid. In my opinion, the addition of these medical fitness programs would pave the way for clubs to become truly “essential businesses” in the eyes of everyone (we already know they are).
The addition of integrative services for health clubs may be another area of growth and profit centers in addition to filling the health needs for new members who want to be integrated into the health club setting. The first is outcomes. Data is critical in medicine – but as we have seen, many types of drugs and procedures are not necessary, and don’t equate to real health outcomes. One of the best ways that clubs can measure health assessments, therapy sessions, and follow ups is with the Healthy Stats outcomes software from Welld Health. It offers simple ways for trainers and therapists to detail outcomes into the cloud for analysis. It is a big step forward for the industry.
For years I have felt that blood labs are important for the industry. Looking at pre-exercise blood sugars in diabetics, to the effects of regular training on blood lipids and cholesterol, and now how exercise may impact vascular inflammation. These are all very important aspects of medical exercise, and with technology – it’s now possible to have blood labs through Request A Test (an online division of Lab Corp). Members can order through my affiliate site, sign up for labs, and go to the nearest Lab Corp draw office for their labs. All privacy information will be observed, but the fact that consumers are now in control over their blood labs is very important.
I mentioned precision wellness earlier. It represents one of the most power healing opportunities for health clubs to bring in persons who may be intimidated by strength equipment, and allow them to begin their healing process and get acclimated to the health club environment. Once they are part of the club family – they will be much more likely to try out new club programs.
There are more aspects to the value of health clubs – but to be placed at the pinnacle of the burgeoning parallel economy should be a badge of honor for the industry. However, they should take this task seriously and work hard to develop new programs, new relationships, and new marketing to increase their memberships, revenues, and their standing within their communities. As time goes by – we should be seeing clubs offering a multitude of new items within their settings, from food and cooking to relaxation and health improvement, to VR programs that help people improve a multitude of movement capabilities, to lectures, and “taking the club to the members” where trainers visit senior homes, and speak at community forums. It is an amazing opportunity for the industry to spread their wings and take charge of a vast new array of business opportunities.
Eric Durak is the President of Medial Health and Fitness, and Co-Founder of Fitness is Medicine. He is a 35 year veteran of multiple industries, and is involved with clinical research and outcomes within the wellness industry. Contact him at edurak@medhealthfit.com 805-451-8072