The Next Fitness Industry Disrupter Could Be Health Care – Club Industry
Posted: March 7, 2020 at 3:43 pm
(Editors' Note: Check out the Healthcare & Fitness Integration Summit at the 2020 Club Industry Show Oct. 14-16 in St. Louis, Missouri, for how you can implement healthcare integration at your club.)
Imagine this: Your member walks through the doors of your health club. They see a door to a 120-square-foot medical clinic to the right where labs can be drawn, biometric testing can be done and the physicians in the clinic can recommend they sign up for personal training to help them lose weight and lower their blood pressure. To the left is a door to a 400-square-foot physical therapy business where the therapists refer their clients to your club after their rehab is complete. Further back is a spa and wellness space with cryotherapy, red light therapy, massage and compression products. In the middle is the cardio, strength and functional training space. Your members health data is tracked from the moment they walk through the doors, not through a heart rate monitor but through a camera. They step on the treadmill, and the screen asks if they want the same workout as the day before. They shake their head yes. But before the treadmill begins, the camera senses they are about to have a heart attack. The technology not only notifies the member of their impending heart attack, but it also calls 9-1-1 and notifies the medical team in the building.
On top of all of this, imagine that health insurance companies, or payers, pay your club $100 per month to work with their insureds who have chronic conditions. And imagine that you give those insureds $50 of that $100 to come into the health club so that you can show to the payer how effectively your program saves them money.
Sound fantastical? Well, its not. All of these services and technology are already out there. And such medically based facilities already exist to varying levels. The movement for medical wellness facilities or medical fitness facilities has been around for many years, and it's now gaining strength.
What has held back many traditional health club operators from integrating healthcare often has been the technology, space and staffing required to do so.
So now, imagine this. A company comes into your facility, shares with you all of the preventive wellness and medical services you could offer, asks you how involved you want to be in all of this integration, and then does the work for you, helping you to gain new members and provide those new members as well as your existing members with better outcomeswhile generating more revenue for you.With that, you might say that such a model could be poised to disruptthe fitness industry.
This vision was put forth by Jeff Skeen, CEO of Results Redefined, McLean, Virginia. Any health club operator who is not thinking about medically integrating at even a basic level right now could miss the boat and be out of business in 10 years, he said.
Jeff has been in the fitness business for more than 26 years with brands such as Golds Gym and Fitness Connection. Recently, he teamed with his brother, Tim Skeen, who has held multiple positions at a Fortune 50 insurance company, including his last position as the Enterprise CIO.
The two are investing in technology and brick and mortar companies that can help deliver the solutions that the health club industry needs to seamlessly provide the support necessary to make the partnerships with the healthcare community happen and to move the health club industry from the same model it has operated in for the majority of its existence to something new that focuses on preventing disease as well as helping to manage chronic conditions and recovery.
The United States spends $3.5 trillion annually on health care, 90 percent of which is for people with chronic and mental health conditions, according to the National Center for Chronic Disease Prevention and Health Promotion. Seven in 10 deaths each year are caused by chronic conditions.
Health insurance companies have massive cost of care initiatives to reduce their expenses for certain high-cost treatments, according to Tim. Helping to prevent these conditions is a part of those initiatives. Health clubs can be great partners for payers and the medical community to help prevent those conditions because of their expertise in providing fitness programming and because of the data that health clubs can collect from members (with their permission).
Rather than just collecting basic membership data, health clubs can begin collecting core social determinants of health and other data elements that give value to the rest of the ecosystem and value to the member themselves, Tim said. Some of the data could be biometric, but some of it could be social or economic data that can make the complete data record more actionable, especially when joined with other healthcare data from the provider side and the payer side. This richer data can help improve the quality of the interactions and outcomes members achieve.
And this is true not just for members with known chronic conditions, Tim added. Richer data on healthy, young members who visit a health club multiple times per week but may, at best, only visit their doctor for an annual physical can help reveal unknown conditions that would negatively affect the members health. By applying proactive and preventive care earlier, health outcomes are improved, and costs to the healthcare system are reduced.
All of this data is only useful, though, if it can be shared among the members, payers, healthcare providers and health clubs. To make data shareable, technology is required, the implementation of which can seem daunting for each of the communities involved.
There is a need to securely provide the data interoperability and real-time transport of this information between each of the stakeholders, Tim said. Removing the barriers to connecting each of these entities and providing a frictionless environment to allow this information to flow seamlessly is critical so as to not distract from the core things they have to do as payers with large member populations.
The same is true for health club owners, Jeff said.
One of the big difficulties is that the health clubs are not set up in a way to efficiently receive this information, Jeff said.
A lot of the programs that health clubs offer todaysuch as Silver Sneakers and Silver & Fitare profitable for clubs, but much of the required front desk and back office activity is manual, which not only takes time away from employees but also increases the likelihood of mistakes during data input, Jeff said.
The Skeens are investing in companies that would allow health club owners to participate in multiple programs but that require zero labor from their staff.
It literally is us sitting between the consumer and the health club, Jeff said. His company also would sit between the health club and the medical, wellness and payer industries.
Payers have been reimbursing health clubs for certain programs without receiving any data on effectiveness of those programs, Tim said, but with installation of new technology allowing connectivity among the payers, health clubs and healthcare community, that data could be securely provided to prove the value of exercise to prevent certain conditions or decrease the costs to payers for people with certain conditions. For instance, a type 2 diabetic can cost a payer $12,000 per year. If a payer gave a health club $100 per monthor $1,200 per yearto help a diabetic and received data proving that the efforts were effective and cut the cost to the payer in half, that would be a win for the payeras well as for the patient and the health club.
And health club owners could entice and keep members with chronic conditions by paying those members $50 of the $100 they get from the payer.
Now you need the technology to start capturing the improvement of health because ultimately what we're working toward is having the insurance companies pay the health clubs for prevention, Jeff said.
But that starts with creating a data hub that leverages the standards for interoperability and data interchange for the providers and payers inside that ecosystem so you can have the secure, real-time flow of data amongst all the different stakeholders involved, Tim said.
And that's something that doesn't really exist today, he said.
But that is what the Skeens are working toward with their investments in technology companies that would work in this space.
We're creating and partnering with companies that surround the health club operator so they could double or triple their profits just by being involved in the network, Jeff said. I see a vision in a world where the gyms are paying the member $50 a month to be a member because what's happening is in the background everybody in our ecosystem is taking the money that's out there, making it more efficient and effective, and the consumer is going to want to go to that club because now they are part of this whole system which results in a healthier lifestyle and outcome.
Link:
The Next Fitness Industry Disrupter Could Be Health Care - Club Industry
- What Is Resistance Training? Benefits, Examples, And How Start - Women's Health - January 14th, 2021
- FIBO and EuropeActive extend partnership for another three years - Club Industry - January 14th, 2021
- CES 2021 trends in TV streaming, fitness apps, video chat software and more - CNET - January 14th, 2021
- Wireless Health and Fitness Devices Market: Future Innovation Ways That, Growth & Profit Analysis, Forecast By 2026 - KSU | The Sentinel Newspaper - January 14th, 2021
- Health and fitness with Ceredigion instructor Joey Bull - Tivyside Advertiser - January 14th, 2021
- Don't Give Up: 9 Ways to Reinvent Your 2021 Diet, Fitness Resolutions - Healthline - January 14th, 2021
- The best wearables, health and fitness tech of CES 2021 - Gadgets & Wearables - January 14th, 2021
- Hyperice and Aktiv Solutions Team to Design Recovery Spaces for Hotels and Amenities Worldwide - PRNewswire - January 14th, 2021
- 5 strategies for cultivating hope this year | Health and Fitness - Hickory Daily Record - January 14th, 2021
- Help is available for depression | Health and Fitness | journalstar.com - Lincoln Journal Star - January 14th, 2021
- Want to stick to your New Years fitness resolutions? Heres how: - WTTV CBS4Indy - January 14th, 2021
- Mikey Moon's health and fitness column: Learn every week - Blackpool Gazette - January 14th, 2021
- Deal: This Is Your Last Chance to Take $350 Off the Mirror Fitness Display - InsideHook - January 14th, 2021
- Stationary Cycle Market will Generate Massive Revenue in Future | Nautilus, Brunswick, Core Health And Fitness, Lifecore Fitness, Precor Incorporated ... - January 14th, 2021
- Orangetheory Fitness launches 100th virtual studio in Canada on the strength of its Orangetheory Live platform - Canada NewsWire - January 14th, 2021
- From remote working to better health programs, these are the workforce trends in 2021 - WXYZ - January 14th, 2021
- Cardio Fitness Lowers Risk of Heart Disease | Heart Disease Risk and Cardio Fitness - Runner's World - January 14th, 2021
- How can organizations offer health and wellness benefits in 2021? Ask HR - USA TODAY - January 14th, 2021
- Global Connected Wearable Device Markets 2021-2026 in Healthcare, Wellness, and Fitness by Device Type, Use Case, and Application -... - January 14th, 2021
- Walking vs. running: Weight loss, heart health, and more - Medical News Today - December 16th, 2020
- Get to the root cause of tooth pain - Daily Herald - December 16th, 2020
- Get Matched with the Fitness Companion of Your Dreams - PRNewswire - December 16th, 2020
- This Connected Fitness Bike is set to become India's biggest health and wellness trend of 2021 - TechnoSports - December 16th, 2020
- Apple CEO Tim Cook Talks Apple Watch, Health and Fitness on 'Outside' Podcast - iPhone in Canada - December 16th, 2020
- Find out what's next in health and wellness - AdAge.com - December 16th, 2020
- Meet the Amazfit GTS 2 mini - Latest Stylish Smartwatch and Lightweight Fitness Companion, with Upgraded Health Tracking and Smart Features -... - December 16th, 2020
- Life Time will include Apple Fitness+ as part of club membership - iMore - December 16th, 2020
- Worldwide Fitness Industry - The Strength Equipment Segment is Expected to Grow With a CAGR of 7% Up to 2025 - PRNewswire - December 16th, 2020
- Stay in shape: Beat the winter blues - Lincoln Journal Star - December 16th, 2020
- Apple Watch Gains Cardio Fitness Notifications: What You Need To Know - Screen Rant - December 16th, 2020
- Tech and fitness: Tackling immunity, health and new frontiers - Daily Maverick - December 16th, 2020
- Val Morgan Outdoor Bulks Up Health And Fitness Screen Network With Jetts Fitness - B&T - December 16th, 2020
- Top 10 Fitness Trackers, Smartwatches Of 2020: Everything From Apple Watch To Samsung Fit - Gizbot - December 16th, 2020
- Global Health and Fitness Apps Market 2020 Trends, Industry Growth and Business Statistics, Forecasts 2025 - The Courier - December 16th, 2020
- Minnesota's fitness industry pushes state officials to let them reopen gyms - Minneapolis Star Tribune - December 16th, 2020
- The Samsung Galaxy Fit is among the best fitness trackers we've triedand less than $50 - USA TODAY - December 16th, 2020
- Tech Giants of Silicon Valley: Friend or Foe to the Fitness Industry? - Club Industry - December 4th, 2020
- Impact of COVID-19 on Health and Fitness Club Market 2020 | Size, Growth, Demand, Opportunities & Forecast To 2026 | McFIT GmbH, Migros Group,... - December 4th, 2020
- States with the highest rates of depression | Health and Fitness - Quad City Times - December 4th, 2020
- Health and Fitness App Market Forecast by current Industry Status and Growth Opportunities Upto 2027 - The Haitian-Caribbean News Network - December 4th, 2020
- Timex fitness band review: Expensive but a better-looking fitness tracker - Business Standard - December 4th, 2020
- Cyber Monday 2020: The best Fitbit, Garmin and fitness tracker deals right now - USA TODAY - December 4th, 2020
- Mikey Moon's health and fitness column: Planning for the festive season - Blackpool Gazette - December 4th, 2020
- Health and Fitness Club Market Size, Share, Drivers, Restraints, and Forecast to 2027 - The Haitian-Caribbean News Network - December 4th, 2020
- Racing ahead many others in the online fitness industry is a passionate fitness guru and chef Tomas Chlup - Seekers Time - December 4th, 2020
- Comprehensive Report on Mobile Health and Fitness Sensor Market 2020 | Size, Growth, Demand, Opportunities & Forecast To 2026 | Analog Devices,... - December 4th, 2020
- EverCommerce Acquires My PT Hub, a Leading Personal Training and Fitness Engagement Platform - The Grand Junction Daily Sentinel - December 4th, 2020
- Best fitness tracker: Learn what the best fitness tracker is here - Medical News Today - December 4th, 2020
- Global Gyms, Health and Fitness Clubs Market 2020 | Know the Companies List Could Potentially Benefit or Loose out From the Impact of COVID-19 | Top... - December 4th, 2020
- Tag: Core Health and Fitness LLC - The Market Feed - December 4th, 2020
- 30 sleep habits from around the world | Health and Fitness - Hickory Daily Record - December 4th, 2020
- Global Wireless Health and Fitness Devices Market 2020 Production, Revenue, Average Product Price and Market Shares of Key Players 2025 - The Market... - December 4th, 2020
- States with the highest COVID-19 hospitalization rates | Health and Fitness - Dothan Eagle - December 4th, 2020
- Gyms, Health and Fitness Clubs Market Size, Trends, Growth, Scope, Overall Analysis and Forecast by 2027 - The Haitian-Caribbean News Network - December 4th, 2020
- Mobile Health and Fitness Sensor Market anticipated to grow at a strong CAGR by 2026: focuses on top players - Murphy's Hockey Law - December 4th, 2020
- Amazfit Bip U Makes this Affordable Fitness & Health Tracker Even Better [Review] - Gstyle magazine - December 4th, 2020
- The 26 best health and fitness Christmas gifts of 2020 - South Wales Argus - November 10th, 2020
- Health and Fitness Club Market 2020 Industry Key Players, Trends, Sales, Supply, Demand, Analysis & Forecast to 2026 | Original Temple Gym,... - November 10th, 2020
- Cope with post-election stress | Health and Fitness | journalstar.com - Lincoln Journal Star - November 10th, 2020
- Introducing The #1 Business Coach For Health & Fitness- Anthony Mendez - California Herald - November 10th, 2020
- How FitWithCJ Is Increasing The Value Of Fitness Professionals One Post At A Time - GlobeNewswire - November 10th, 2020
- Kick Start The Holiday Season With The Judgement Free Zone - PRNewswire - November 10th, 2020
- The Daily Click: Health, fitness & wellbeing The Clare Echo News - The Clare Echo - November 10th, 2020
- KHN's 'What The Health?': Change Is in the Air - Martinsville Bulletin - November 10th, 2020
- Celebrity fitness instructor Yasmin Karachiwala shares diet tips on keeping healthy this festive season - Times of India - November 10th, 2020
- Ally Love on the Special Bond She Shares With the Other Peloton Instructors - POPSUGAR - November 10th, 2020
- Nutritionist and fitness expert share exclusive tips on how to have a guilt free Diwali - PINKVILLA - November 10th, 2020
- Wireless Health and Fitness Device Market Share 2020 Global Industry Key Strategies, Historical Analysis, Segmentation, Application, Technology,... - November 10th, 2020
- Black Friday and Cyber Monday Sales Will Have the Best Fitness Deals Weve Seen This Year - menshealth.com - November 10th, 2020
- Recharge your batteries | Health and Fitness | journalstar.com - Lincoln Journal Star - November 10th, 2020
- States with the highest cancer rates | Health and Fitness - Martinsville Bulletin - November 10th, 2020
- Health and Fitness App Market 2020: Size, Professional Survey, and Forecast to 2027 - Eurowire - November 10th, 2020
- Medical Fitness Association Names Kevin McHugh to Board of Directors - Club Industry - November 10th, 2020
- Comprehensive Report on Health and Fitness Wearable Market 2020 | Size, Growth, Demand, Opportunities & Forecast To 2026 | Athos, Ava, Catapult... - November 10th, 2020
- Health & Fitness Software Market Size, Drivers, Potential Growth Opportunities, Competitive Landscape, Trends And Forecast To 2027 - Eurowire - November 10th, 2020
- Dr. Jeremy James Launches The FITFOREVER Platform - Men's Journal - November 3rd, 2020
- Global Health and Fitness Club Market 2025 In-depth Coverage and Various Important Aspects of COVID 19 Outbreak Impact : Original Temple Gym,... - November 3rd, 2020
- Health and Fitness Apps Market 2020 | Increasing Demand, Future Investment Initiatives, Business Strategies and Forecasts to 2027 - Eurowire - November 3rd, 2020
- 40 Of Rihanna's Top Fitness, Health, And Diet Habits - Women's Health - November 3rd, 2020
- How to Watch the Men's Health Next Top Trainer Competition - menshealth.com - November 3rd, 2020