The first news on the success or failure modes of “Corporate” projects is the liquefaction of need. Need for fitness service “everywhere”. The gym, the only traditional playground, has come to a bit of a standstill when hundreds of thousands of fitness users have chosen a non-time and a non-place to train their legs and abdominals. And then the lats, shoulders and other things that could gradually be stressed in different ways compared to the isotonic equipment in the gym. Almost without realizing it we crossed the border: keeping fit could be done outside the usual context.
Fitness Industry A-Z: Corporate
However, the inertial push to train “everywhere” has not yet put the first place desire to do it in the company. For years I have been following clients who, in order not to find themselves in front of their bosses in the gym, prefer to travel to train far from the company headquarters. Not good news for those who equip themselves with digital fitness marketing and with appreciable strategies to conquer a curious but unconvinced market: that of Corporate Wellness. Not good news either for those companies that, although they want to invest in welfare, do not know how to move between rafting courses on unlikely rivers in the Oltrepò and weekends in the Benedictine convents. Companies pulled by the jacket (that of their managers) by fitness technologies that impose fleets of machinery as a necessary condition for realizing the ideal project, the winning one. And by “on fire” architects who work on hotel wellness areas.
The fitness service at the center
In bringing smoking back to the center (the fitness architecture) and the roast (the fitness service) at the base of the Welfare-Wellness project we are once again neglecting the man, the instructor, always present and not in adverts, bodily and non-digitalised interface, trainer-manager, philosopher, capturer of the needs of that individual fitness which will make everyone in the company feel better, even if an hour’s chat over a coffee.
Because this often happens: that in a package of twenty lessons you have to opt for a training coffee in the Wellness Room. Session cancelled, or rather: reconverted.
Wellness Pack Aziendale
Therefore no corporate wellness-pack will be salable as a successful standardized service, in person, remotely or mixed, if at the last moment the customer wants to stretch out for an hour and breathe instead of carrying out table 2 with intensity level 3 established by the fitness tracker.
Corporate Wellness
The Facility Manager discusses the opportunities for including the Corporate Wellness service in the company organization chart. In some circumstances, rebounds are unleashed which ultimately bring the service proposal back to where it had arrived: outside the building. Nothing is done about it.
In some other cases there is an internalized ad hoc figure who falls within the scope of the CEO’s contacts, good at killing not two but three birds with one stone: 1) lowers the costs for providing Welfare services according to company policy; 2) place your contact in the company even if it is not a phenomenon; 3) assign a job to keep a future wild card in the deck.
Work out in the office
Solution: The CEO should expect to attend the premiere personalized training session. Which can be a real session or an hour of stretching with deep breathing. Or a coffee. The “Chosen One” will have to put the CEO in a good psycho-physical mood in the ten minute break between one meeting and another, without the shadow of a tool and if the CEO’s good mood returns in those ten minutes, the Corporate Wellness project will be sent like High Speed. Otherwise it will derail like an old translation under the banner of “I don’t stay in the office to train even for free”.
READ ALSO: Fitness Industry A-Z: Benefit
Photo by Carl Barcelo / Rachel Moore / Danielle Cerullo
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2023-09-19 10:42:22
#Fitness #Industry #Corporate #SportOutdoor24
