FFWD Weekly
Copyright © 1999. All Rights Reserved

City by FFWD Staff If you promised yourself that 1999 is the year you’re going to get in shape (and back into that old pair of jeans), you’ve made one of the most popular New Year’s resolutions. If you took that determination a step further and joined a fitness club, you’re among the throngs who make January the busiest month at gyms and recreation facilities. And if your best intentions start to fade after a month or so but you’ll still be paying membership fees in the year 2000, you’re not alone. As hundreds of people vow to make this the year they become a regular at the gym, fitness clubs step up their advertising campaigns and offer special discounts. Statistics from various sources (provided by the Calgary Public Library) show that approximately 50 per cent of individuals who start an exercise program drop out within six months. Yet many people who are lured by the low prices or influenced by salespeople sign membership contracts lasting one year or longer. If they’re satisfied with the facility and use it regularly, they feel they’re getting their money’s worth. But those who are not happy with the club or who stop working out often feel cheated, especially when they find out either they can’t cancel or that the cancellation fee is too expensive. Deanna joined a a new fitness club two years ago, taking advantage of their grand opening special offer – no initiation fee and payments of just over $30 (including GST) per month for 24 months. She attended regularly at first, but gradually became more sporadic. When she moved to the opposite end of town, she was informed that a new club would be opening in the vicinity. She tried it, but it was still too far away to be convenient and she didn’t return. Deanna also tried to sell her membership, but was unsuccessful – she later learned that the club had reduced its monthly rates based on input from members, and although her rate wasn’t lowered, she was considered a "VIP member" with access to extra services. Deanna finally paid out her membership – a total of more than $720 for two years. She now feels that the club took advantage of her. "That’s exactly what the ploy is... they’re in the fitness business and it is a business," says Colleen Parsons-Olsson, manager of the Fitness and Lifestyle Centre for campus recreation at the U of C. She explains that some of the clubs care more about quotas than clients – once you’re hooked, they get the money whether you use the gym or not. "It makes sense to sort of feed on that January glut.... They probably don’t care that much if you don’t come back." That attitude has given the industry a bad reputation, according to Laurie Dawson, marketing director at Heavens Fitness, but not all clubs are the same. Heavens Fitness is now in its 17th year in Calgary and has consistently been rated in the top 10 among fitness facilities in Canada. The club has an advisory board with directors from health and fitness professions, and many of the approximate 1,000 members are regulars. Dawson says the club is successful because clients – not numbers – are the priority. She explains that the staff does more than try to bring in new members, it also tries to keep them by helping people set realistic goals and achieve them. However, she warns that people looking for the lowest rate possible won’t find it. "In the fitness industry, there are various levels where your quality is going to be correlated with cost." The bonus is that they can cancel at any time for a $35 fee. "If they join in the heat of New Year’s resolutions, they just lose $35." Before making a commitment to any club, Parsons-Olsson suggests that people visit different facilities to find out which they like, confirm the club is accredited, then consider buying a short-term pass to make sure they’ll use it. If a club doesn’t let people try the facilities or purchase a short-term pass without putting them under pressure to commit, she says it’s likely not in their best interest to join. Parsons-Olsson also points out that people who go for the lowest price must accept responsibility for their decision. "Are you going for quality or are you going for as cheap as you can get?" she asks. "There’s a little bit of you get what you pay for." Jay O’Neill, spokesperson for Alberta Municipal Affairs, says the only way a person can get out of a valid contract is if the club misrepresented itself. He advises people to read the contract carefully, ask for details, find out whether they can get out of it and, if they can, at what cost – then get it in writing.

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