Fitness clubs, while appealing to the need of over
consumption, do not seem to accelerate weight loss goals. We believe members hope that additional services, such as personal training, will improve
their workout experience. However, in reality it may be doing the exact opposite. The
fitness facilities offer additional features (such as the pool and beverage
service, or sundeck use) that are not conducive for healthy weight loss. Beyond
the frivolity, other additional features are simply a cash-grab. For instance,
towel services offered at such facilities requires an additional fee, as well as
a gratuity for the “towel boy/girl”. Upon our visit to the Westin Ottawa Health
Club it seemed as though we weren’t paying to lose the weight, but rather for
the location and the scenic view of the parliament buildings. The very first
room the personal trainer chose to take us was the cardio room, which overlooks
the Chateau Laurier and the Peace Tower. Clearly, she was validating the price
of the membership through the gyms aesthetics, instead of the gym equipment or
the personal trainer expertise.
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| What are you really paying for? |
There are possible solutions to the issues discussed in
our research project. While fostering sentiments of belonging within fitness
facilities is not necessarily a bad thing, the frivolity and expense of joining
one of these clubs is ridiculous. There should be more programs that foster
friendships through outdoor activities, similar to the running room running
clinics…but without the fees. You can get the same health benefits from working
out outdoors, yet we do not necessarily believe that you should paying for the
company of others, nor the pavement you walk on. We do recognize that
winter exists in Canada though, so fitness facilities may be
necessary from November to March. Due to the inclement weather,
fitness facilities should offer monthly affordable memberships and exclude
useless services that increase membership price, like poolside food and beverage service. Working out
does not need to break the piggy bank !
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| Let's fix the piggy bank !! |
Had we had more time to research this assignment, we
would really like to complete a more qualitative and comparative analysis. By
comparing seemingly “poorer” clubs like the YMCA, we could critically assess if
aesthetics has an effect on membership enrollment, and consequently membership
results. As well, we would love to qualitatively discuss with members the
reason they chose each club, did they do it because of financial restrictions,
location, sense of belonging? Lastly, we were unable to find a male available
to come with us for the private tour. How would gyms be sold to individuals of
a different gender? We are almost positive that the personal trainer
probably wouldn’t have discussed workout attire had a boy been present…
There are numerous limitations to this research analysis.
Firstly, we were only able to visit one fitness club (Westin Ottawa Health
Club). This limited the amount of raw data we could assemble because we only
received one interpretation from one personal trainer regarding the benefits of
expensive fitness facilities. Secondly, we are examining it through a negative
critical lens, which speaks to the tone of our assessments that are focused on
critiquing the concept of luxurious fitness clubs. As well, we did not receive
a full analysis from all parties involved, as we were unable to conduct
qualitative interviews with members of these fitness facilities. This
hinders our understanding of the purpose of the gyms, as it may potentially
have collateral benefits BESIDES weight loss and frivolity that entice its clients.
Despite
the limitations of our study, we feel we gained a much more criminological assessment
of new found sources of crime. Although the rational consumer may not agree
with our results, once you take a step back and look at the actual purpose of
any gym (weight loss and/or health benefits) it is difficult not to question
the validity of fitness clubs in modern society.
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Maybe expensive gyms are like Fight Club, a way to escape our inner insecurities.
Hence, PROJECT MAYHEM. |
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