It's no wonder that so many non-gym goers are confused about the effects regular exercise has on their bodies. In reading this New York Times article on exercise studies, I must say all the mixed messages were confusing me, and I work for Club Industry magazine!
The article states: "The newest science suggests that exercise alone will not make you thin, but it may determine whether you stay thin, if you can achieve that state." This made me think that nutritional education is a natural fit for clubs that really want to see their members succeed.
Really, any type of weight-loss education makes sense for health clubs. Maybe hosting a weight-loss seminar to educate the public about the benefits of exercise could help draw in new members and clear up the confusion.
In a world with so much information flying around, reliable sources are hard to find. Perhaps education will be key to attracting the large percentage of Americans who don't belong to a health club into your facility.