MPH 515 project

Dan SeboMPH 515

Spring B 2016Final Project

Increasing physical activity and exercise adherence at D.C. Area Orangetheory Fitness: A plan to promote and increase utilization of group fitness programming.

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MPH 515 project

Abstract:With an overall adult obesity rate of 21.7%, and diabetes prevalence of 8.4%

(CDC, ), there is obvious need for increased utilization and adherence of fitness programming in the Washington, DC area. The goal of this article is to analyze the population while examining current habits within the demographics examined to develop a marketing plan to increase the utilization and adherence of Orangetheory Fitness Studios, utilizing the PAPM (Precaution Adoption Process Model). This paper will use information readily available and collected by the Centers for Disease Control and Prevention, the most recent census information, and facility utilization data provided by Orangetheory Fitness.

Introduction:The population focus of this study is the target demographic for

Orangetheory Fitness, Adults aged 18-45. For the purpose of increased ROI in marketing events and spending, a majority of the development focus will be aimed towards women.

In Washington, D.C. we see an overall fairly healthy population whose obesity rate is below the national average at just 21.7%. According to the CDC, Obesity is defined as having BMI greater than 30 That being said, more than one fifth of the adult population needs intervention just to be removed from the most extreme of weight classes, this number does not include individuals who are at an elevated risk for disease due to a lesser degree of excess bodyweight. If we include the overweight class in our assessment, we see our target intervention population increase from 21.7% to 38.6%. The CDC defines overweight as a BMI between 25.0 and 29.99.

For the purpose of this article we will be excluding wellness facilities other than Orangetheory Fitness, to develop the area and increase studio utilization. Currently there is one studio in Washington D.C. with three more planned to open by 2018. This one studio has a current Active Membership Base of 762, with a goal target of 1000 by January 2017.

Orangetheory is a relatively new group fitness concept, therefore public health initiatives directly relating to its success have not yet been established, but in the Washington D.C. area there are programs that indirectly help our cause by increasing awareness in the need for physical activity. These programs include Snap-Ed (D.C. department of Health), The D.C. Physical Activity for Youth Grant (D.C. Office of the State Superintendent of Education), and the D.C. parks and recreation free fitness center initiative or FITD.C. (D.C. Parks and Recreation Department).

These initiatives have increased awareness of issues, and begun much of our target population on the PAPM towards healthier lifestyles. The next step will be analyzation of current phases in the PAPM, and plans to move each individual step to the next until the final stage (maintenance) is achieved.

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MPH 515 project

Discussion:

The PAPM Model takes us through 7 specific stages; each with its own characteristics, and in the case of our population makes up our target audience. Information on physical fitness and health behaviors that allow for breakdown of population within each stage is drawn from the CDC State Indicator Report on Physical Activity.

Population in question: Washington D.C. area.Most recent census reports the following data. Median Age: 33.8Gender breakdown: Female (53%) Male (47%) Average Annual Income: $45,877Below Poverty Line: 17.7%Undergraduate education or above: 55%Adult Obesity Rate: 21.7% (18-25 years 10.3%, 26-44 years 19.0%)

1:Unaware (<10% of target):This stage represents individuals that are oblivious to the hazards they are

facing, in the event of sedentary lifestyles, this is how their lack of activity lends risk to chronic preventable disease. In order to transition from stage one to stage two, we must create and distribute an ad campaign focused on those missed by the previously established initiatives. This can be done through a series of health seminars, classes, and events either sponsored or supported by Orangetheory Fitness. By establishing ourselves as a member not only of the fitness, but health education community we will begin reaching a greater audience of new health seakers as opposed to just our performance driven clientele.

2: Unengaged by issue (10-20% of target):This stage represent target population being aware of changes needed,

without action having been taken. In order to transition form stage two to three, there often time’s needs to be social support involved from the individuals close relations (family, friends, significant other). The marketing approach here will be a social media campaign developed to entice current members to bring in referrals. See Figure 1 below, an example campaign for a transition.

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MPH 515 project

Figure 1:

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MPH 515 project

Stage ¾: Undecided to act/Decided not to act (60% of target population):This stage requires individuals to recognize the severity of effect lack of

exercise can have on their bodies, but also requires ease of transition. As a business we must consider initial financials as a barrier to starting a new exercise programs. To combat this, and persuade our target demographics to transition beyond the financial barrier into stage 5 (deciding to act), we offer initial complimentary trial classes, marketed through word of mouth and direct mailing to selected neighborhoods. Example of EDDM (Every Door Direct Mail) is displayed in Figure 2 below.

Figure 2:

Step 5: Deciding to act (5-10% of target population)

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MPH 515 project

In deciding to act, our target population making the decision to come into our facility. They have transitioned through the stages and it is now up to our staff to provide a product/service greater than the associated or perceived cost. To do this we must not only uphold the corporate standards, but also ensure we discuss the benefits of our program in how they can assist each individual in their wellness goals. An example of how we can demonstrate this is through outside references such as the Orangetheory feature in Forbes, AskMen Magazine, or through member transformations as seen in figure 3 below.

Figure 3.

Stage 7: Maintenance (10% of target population):Once the individual has begun action, it is imperative we challenge them to

continued progression through specific heart rate zone training that facilitates adaptation, and challenges that aid in the transition from health seeker, to performance oriented training. An example of current marketing initiatives aimed at just that can be seen in Figure 4.

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MPH 515 project

Figure 4.

As described in the stages breakdown, we can see that only a small percentage of our target population has established themselves in our active membership base, allowing for further expansion of our group fitness model in the area. As our early adaptors see results and spread their story of health change behavior we can expect the early majority to come in as we open our next two studios in the region.

Conclusion:By tailoring marketing levels to specific stages, we are able to appeal to

individuals within all levels of the PAPM model. This multilevel approach using social media, EDDMs, health fairs, and word of mouth allows for greater ROI when compared to traditional blanket advertising. In conjunction with government sponsored public health initiatives there will be a greater response due to higher initial saturation of advertising for general health behaviors and the initiation of transitions in the early stages.

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MPH 515 project

Should the opportunity arise, partnerships with programs such as DCPAY, FITDC, and SNAP-Ed could allow for government sponsored programs led by Orangetheory staff to offset the cost and increased reach of the combined campaigns.

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References:

Weinstein, N., Sandman, P., Blalock, S., Glanz, K., Rimer, B., Viswanath, K. (2008) The Precaution Adoption Process Model. Health Behavior and Health Education, 4th ed. Retrieved April 2 2016 from http://www.psandman.com/articles/PAPM.pdf

About Adult BMI. (2015). Centers for Disease Control and Prevention. Retrieved April 17, 2016, from http://www.cdc.gov/healthyweight/assessing/bmi/adult_bmi/

D.C. Physical Activity for Youth (DCPAY). (n.d.). Office of the State Superintendent of Education. Retrieved April 17, 2016, from http://osse.dc.gov/service/dc-physical-activity-youth-dc-pay-grant

FitDC (2015) Department of Parks and Recreation. Retrieved April 16, 2016, from http://dpr.dc.gov/page/dpr-fitness-centers

SNAP-Ed (n.d.) D.C. Department of Health. Retrieved April 12, 2016, from, http://doh.dc.gov/service/nutrition-and-physical-fitness

Facility Sales & Service Report (February, 2016). Orangetheory Fitness/Mindbody Online. Retrieved April 12, 2016, from https://clients.mindbodyonline.com/classic/admhome?studioid=252625

DiClemente, R. J., Salazar, L. F., & Crosby, R. A. (2013). Health behavior theory for public health. Burlington, MA: Jones & Bartlett Publishers.

Joveer, M. (2014). How Orangetheory Workouts Are Shaping Up the Fitness Industry. Forbes Magazine. Retrieved April 2, 2016 from http://www.forbes.com/sites/groupthink/2014/01/23/how-orangetheory-workouts-are-shaping-up-the-fitness-industry/#178a3f91488a

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