Diet Express
The Diet Express programme will incorporate nutrition, physical activity and behavioural change, the aim of the programme will be to empower Diet Express members to take control of their Weight and Health permanently. The ethos of the programmes will be that our members will receive expert advice, but will remain “the expert” on themselves. Simply, the programme will be designed to allow the member to change at their own pace. As they learn about themselves and all the factors affecting their weight control, they will decide what they change and at what rate they change. The programme will be designed to “get members started” without facilitators telling the members “what to do”; they will equip the members with the knowledge and skills to decide for themselves. This is the key to permanent change.
THE DIET EXPRESS FRANCHISE PACKAGE
Chris Donaldson and Julie Watt are seeking to develop, implement, support and evaluate a Weight Management programme which will be unique to Diet Express. The programme will be specifically designed to fulfil the varying needs of Diet Express members. The objective will be to place Diet Express amongst the market leaders in lifestyle and weight management by providing a truly “Complete Life Changing” package to its members.
INTRODUCTION TO DIET EXPRESS
1. Self imposed dietary regimes, usually taken from the media. Often these can be classified as Fad diets, and are formulated with little scientific background; many include little if any information about physical activity. They can give impressive short term results, but frequently result in rapid and excessive weight re-gains.
2. Structured, prescriptive commercial programmes often leading to the familiar cycle of yo-yo dieting. Research has shown that the leading commercial programmes do not adequately aim to change the behaviours that have led to their members having weight problems. Many overweight people express dissatisfaction with their patronising and humiliating experience of commercial group programmes.
3. Overstretched NHS dietetic services are increasingly reducing the support they can offer for weight control or in some cases are withdrawing Weight Management altogether because of the sheer number of people involved. A recent report by the British Dietetic Association concluded that many departments would welcome the opportunity to refer patients to approved commercial programmes, but as yet such programmes do not exist.
OBJECTIVE
The aim of this work is to develop a Weight management/lifestyle programme based on current scientific evidence. The emphasis of the programme will be on healthy, permanent weight control through evidence based Nutritional, Physical Activity and behavioural change coaching resources. The programme will be delivered by selected, trained Diet Express Fitness consultants who will be taken through a facilitators training programme. The Diet Express facilitators will receive on going support and training, and the programmes will undergo continuous evaluation and development.The Diet Express programme will follow the following format.
A structured 10 week self learning programme supported by weekly one to one contact with the local Diet Express facilitator and on line support through the Diet Express website
The objective is to make Diet Express the first UK Health and fitness centres to offer specially designed and recognised Weight Management/lifestyle training for its members, and to market the service in order to increase new membership via media exposure and health professional referrals. The programmes will encompass the Diet Express values of being fun, innovative, value for money and above all will make participants feel valued and listened to through excellent customer service.
It is estimated that the development and production of resources will take 2 months; Training of facilitators will be delivered over a two day course and will be delivered in up to 3 courses (8-9 facilitators per course).
SUPPORT
Diet Express facilitators will require ongoing support and training. This can be offered in the form of regular training and development sessions and via the website. From time to time it is anticipated that facilitators may encounter difficulties with individual cases e.g Members presenting with specialised dietary needs or medical conditions. In these instances Chris Donaldson and Julie Watt will be available for guidance, advice and support. This facility can be provided electronically, with further on site support when necessary. Facilitators will also be encouraged to share experiences with each other.The programmes will require evaluation and development, and through the continued expansion of Diet Express clubs and natural staff turnover there will remain a continued training requirement. This continued support and development can be provided, by Chris Donaldson and Julie Watt agreeing an annual time commitment to Diet Express.
FINANCE
The charge to Diet Express will reflect the following:- Programme development.
- Development of facilitator training packages.
- Development of website resources.
- The purchase of all rights to Diet Express of the Diet Express Weight Management programme.
Financial forecasts show this new service will account for £136,500 during the first twelve months from the existing Diet Express centres (26 in Ireland and mainland UK).
This is based on each centre selling:
75 places on the programme at £70 per member per course.
Charged at £7 per session of 10.
It is estimated that 70% of Gym members currently express Weight Control as a reason for joining a club. With an average Ladies Workout Express membership of 300 women this requires each facilitator to recruit just 25% of their membership to the programme. These conservative recruitment figures are calculated from previous recruitment rates via corporate occupational health departments into Weight Management Programmes. Unlike Ladies Workout Express members, these people are not necessarily in the process of actively changing their lifestyle to improve their health. It is therefore anticipated that recruitment of Ladies Workout Express members may far exceed these forecasts due to a higher level of baseline motivation. In addition to recruiting existing Ladies Workout Express members it is anticipated that promoting the Diet Express programmes via GP practices, dietetic departments and corporate occupational health departments along side targeted media articles the growth of new membership will increase.
It should also be noted that these forecasts are for current Ladies Workout Express clubs only, and do not include future UK expansion.
WHAT MAKES US UNIQUE?
- We are the only gym to include a diet and nutrition based programme
- The workouts are designed for everyone, no matter what age, size or fitness level
- Members can attend different classes or use the gym equipment once a week and are encouraged to do more on their own
- The Diet Express programme will offer great value for money
- We offer guaranteed weight loss or money back
- Additional resources such as the CNP Professionals range
HOW DO I BENEFIT
- Diet Express will complement the facilities that the gym offers.
- It will boost revenue through the gym and maximise your profits.
- It allows the gym to sell the CNP range that can be marketed to any LWE and Diet Express members therefore acting as another revenue stream.
- If members don’t attend each week, exercise each week or lose any weight or inches, they can’t claim a refund.
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