Know your own strength.
Thats the branding statement for Golds Gym, a Mecca over the past half-century for bodybuilders and serious fitness buffs.
But today, Golds is increasingly expanding its membership base beyond weight-lifters. With its growing emphasis on wellness, its attracting a more diverse clientele, says David Schneider, owner and co-operator, with partner Gerry Angers, of four Golds centers in Palm Beach and Broward counties.
“Seniors, working professionals, and stay-at-home moms are joining our gyms in greater numbers,” states Schneider. “We are now seeing kids accompanying their parents to exercise as well.” These shifting demographics are reflected in the popularity of programs such as Silver Sneakers for the elderly, and yoga, Pilates, and Zumba, a Latin dance-style form of aerobics.
Besides keeping you in shape, working out plays a powerful role in reducing stress, preventing disease, and maintaining good health overall, says Schneider. Its a message that Golds strives to communicate to its members and the public at large.
“In the most recent U.S. Surgeon Generals Report, obesity and heart disease emerged as the two greatest health risks to Americans,” Schneider points out. The good news is that “both can be combated with physical activity done as little as three or four times a week,” he says. Exercise relieves stress as well, which not only makes us feel better psychologically, but also provides important physiological benefits.
Schneiders goal is to help Golds members achieve total fitness. The focus is on three components — cardiovascular health, resistance and flexibility training, and proper nutrition along with education and motivation, which are imparted by personal trainers.
“Personal trainers are fundamental to our mission,” says Schneider. They work one-on-one with members, beginning with a personal assessment that looks at current health, habits, and fitness goals. The trainers then tailor a safe, results-oriented regimen to the individual, which includes follow-up and varied exercise routines, so that members are challenged and avoid plateaus in their progress. To chart their fitness journeys, Schneider and his team use the Visual Fitness Planner, a computerized tool that simulates physical changes in the body, allowing members to “see” advances in their toning, tightening, and weight loss.
In addition to exercise programs, Schneider offers on-site chiropractic and massage services through Dr. Allen Brustein. He is also planning to add a licensed nutritionist to his team, to supplement the meal planning now provided by his personal trainers.
Other initiatives include a mutual referral program with area physicians, and the feasibility of establishing physical therapy centers within the gyms. “Were trying to bring synergistic businesses into our stores, “says Schneider, “businesses that are good marriages for us, our partners, and our members.”
Schneider also continues to negotiate with insurers to cover membership fees. With 650 gyms in 30 countries, Golds currently reigns as the largest healthcare chain in the world, a position the organization has parleyed to garner contracts with top carriers such as Aetna, Humana, and Vista. Medicare and Medicaid are expected to soon join the list as well.
Golds commitment to wellness is also evident in its corporate wellness program, which involves companies and institutions ranging from Bank of America and Wal-Mart, to the U.S. House of Representatives and the U.S. Air Force. Services span free group exercise programs, on-site wellness seminars and other educational vehicles, complimentary sessions with certified trainers, and monthly online newsletters.
“Businesses reap many advantages, “says Schneider. “They gain double-digit decreases in healthcare costs and absenteeism, along with higher productivity and morale. The bottom line is, happier, healthier employees are an invaluable asset all-around.
“At Golds, our goal is to help everyone find their own strength, so they can realize their full potential,” he adds.
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