A Look into the $35-billion Fitness Industry
FEATURE
Ron Grisanti
D.C., D.A.B.C.O, D.A.C.B.N, M.S.
Imagine that. More than $35 billion spent annually on fitness, and it is said that Americans are getting in worse shape each year. As doctors of chiropractic, we certainly have the knowledge to help our patients. We do it through discussions about nutrition, diet, and exercise, but maybe the focus should be on lifestyle changes. At least we should initiate every conversation with a discussion of changing the way our patients approach life with regards to living healthier.
The health and fitness industry is in high gear, and we see it getting stronger each waking day. We all know what happens New Year’s Eve. More people sign up for gym memberships than any other time of the year. Almost everyone you speak to has given up some paid of their daily diet. I do not believe that this will ever change, and the reason is shnple. The first thing that must change is the decision to live a healthier life. It is not our responsibility as doctors to change the way our patients live their lives, but we should make it our mission to educate each patient. Many of us already do, and many of us do it thr ough example. Practicing for more than 42 years has introduced me to thousands of chiropractors. Many of them were passionate about fitness from their early teens. In fact, becoming a doctor of chiropractic was an easy decision as it genuinely followed the natural path of healing for me.
In preparing this article, I found that the vast majority of statistics are from 2015.1 would like to share some numbers that, in my view, are troubling yet an opportunity for us to initiate a change. Here are some facts:
According to the Pennsylvania attorney general and the Federal Trade Commission, “An estimated 50 million Americans will go on diets this year, and while some will succeed in taking off weight, very few, perhaps 5%, will manage to keep it off in the long run.”
More than 65% of American adults are overweight, with more than 35% obese; 25 million men and 30 million women are considered clinically obese.
Sixty percent of Americans do little or no physical activity at all.
According to the US Surgeon General, “More than 60% of American adults do not achieve the recommended amount of physical activity, and 25% are not active at all.”
According to the Journal of Health Care Marketing, “The fitness industry will exceed $100 billion in annual sales by the end of this century.”
Let’s assume these numbers are accurate and continue to grow. That would mean that more money is spent each year; yet Americans are getting in worse shape. Sounds glum, but I see it as our opportunity to build trust and stronger relationships with our patients. As chiropractors, we only have a limited amount of tools in our toolbox. However; we have the ability to educate and bring awareness to every single patient who walks through our office doors. Of course, it would benefit and be more impactful if you, as their doctor, were already in top physical condition. I
cannot tell you how many chiropractors I have spoken with, including medical doctors, who have shared that they were too embarrassed to speak to their patients about their weight issues. They too were overweight and felt that they lacked credibility. This is an entirely separate topic that I would like to discuss in a future article, and one that I believe will change the way you practice, from a business standpoint.
One thing we know for sure, losing weight is a lot harder than gaining weight, and that is true at least for the great majority of people. Gaining muscle weight is an entirely different story, but this particular type of weight is as difficult for most people to gain as it is for overweight people to lose fat. Sticking to a healthy diet for losing weight is just as difficult as maintaining strong, consistent workouts with solid nutrition in order to gain solid muscle weight. I believe that in order to be successful, a person has to be passionate about participating in some type of fitness activity and eating healthier. It is not something they should have to think about.
As doctors of chiropractic, we often realize that our patients look up to us. Many of us are greeted with great respect and form relationships that are built on trust. I often hear friends and family mention that they see their medical doctor once a year versus the many visits with their chiropractor. Of course, this would change if in fact they were ill or had a sickness that required regular visits. Another comment I often hear is that most people would not consider having a discussion about
* *That would mean that more money is spent each year, yet Americans are getting in worse shape. J J
fitness and healthy diets with their medical doctor, but they find it natural and many times the preferred doctor to have this discussion with is their chiropractor.
I understand that many chiropractors strengthen their practices through the sale of nutritional supplements. It was a large part of our practice, and one that many of our patients came to rely on. I believe that conversations can make a difference in your patient relationships and to the growth of your practice. I have always believed in working through total transparency. I found that being honest with my patients about what it really takes to achieve their goals earned me more respect and demonstrated that I was genuine. If you simply talk about what it takes or try to persuade them into buying supplements that cannot bring them closer to their goals, you will lose their trust. I know firsthand as a parent that the truth is not always the easiest thing to share with your children. However, I believe that I am preparing my children for the real world and continue to always tell them the truth.
In many cases, as doctors, we do not have the time to discuss a patient’s physical condition. Our fees, number of patients per day, and numbers of hours in our day dictate our availability. A study published by the University of Georgia found that patients were more motivated to lose weight after their doctors advised them to do so, even if they were not prepared to hear that message. Another study showed that patients were more likely to understand their weight and try to lose weight after talking to a doctor.
Most of us know what it takes to get into good physical condition. I have always maintained good eating and training habits, and I attribute this to my dad who lived a life of fitness and healthy eating. Your patients must know that you cannot only work out and eat well every once in a while Consistency
is a very important part of the simple fitness formula. There are no secrets. It always comes down to good nutrition, consistent exercise, and rest.
I want to share a thought that I feel could change the landscape of your practice. This thought is very specific to you becoming a major contributor in the world of healthy living and is specific to nutrition and fitness for your patients. In the beginning of this article, I shared some facts and these numbers have already increased to greater levels. If the numbers are accurate, that means that the majority of your patients who walk through your office doors are in poor physical condition. The thought is for you to start thinking about how to incorporate discussions and programs in an effort to start making changes in their lives. I have never mentioned the financial aspect that this would have on your practice, and that is because the goal should be about being successful at helping your patients. I am a firm believer and know firsthand that if you strive for success, financial rewards always follow, but if you strive only for the dollar, success is not guaranteed.
There are hundreds of thousands of personal trainers, nutritionists, and many other industries currently offering their services. I am sure that many are great, but I also know that chiropractors can be greater sources. Combining the knowledge and education of the human body with the desire to educate and help your patients could be the greatest achievement as a chiropractor. Think of how many patients you see for one, two, or maybe three visits, but then never see them again. Maybe it is because you were able to relieve them of their pain. Of course, that is a great thing because you were successful in applying your knowledge and expertise as a doctor of chiropractic, but I am suggesting you think about expanding your services. I have always said that we have one life and we were given one body. Let’s do everything possible to make it as healthy as possible.
H Clinical Rounds is a great resource for Chiropractors interested in Functional Medicine, and it is a free to them. Clinical Rounds offers doctors an opportunity to read Functional Medicine case reviews and articles. 8 77-328-4035 FMUFtelphfgmail. com www.FunctionalMedicine University, com www.ClinicalRounds.com (Free Subscription)
