Anyone who wants to evolve from a pure fitness studio operator to a provider of health services should go through different development steps in order to successfully introduce prevention courses, BGM or ZPP approvals and realign the strategy of the fitness studio. Stephan Müller from GluckerKolleg and physiotherapist Jürgen Pagel from the Bundesverband Personal Training e. V. give you an overview of the most important steps on the way to becoming a health provider.
A fitness studio can become a health provider by expanding its range of services and offering targeted measures as part of company health management (BGM) and company health promotion (BGF). This also includes taking care of ZPP approvals and prevention courses within the framework of § 20 SGB V. In order to position oneself as an operator of a fitness studio also successfully as health offerer, some important points are to be considered first. For example, an analysis of the target group should be carried out, the range of services must be expanded, the staff must be appropriately trained and, of course, certification processes are necessary. The communication of the new orientation and the expanded service must also be planned.
Analysis of the target group and expansion of the range of services
The gym should identify the health and wellness needs and requirements of its target group. This can be done through surveys, interviews or conversations with members and potential customers. Only when, after these surveys and conversations, you come to the conclusion that a health focus is really in demand, does it actually make sense to invest in this direction.
Based on the findings of the target group analysis, the gym can then expand its offering and respond very specifically to identified health-related needs. This could include measures such as introducing courses on stress management, improving mental health, nutritional counseling or back pain prevention. If large companies are located on site, it should be clarified whether there is a demand for workplace health promotion measures.
Staff qualification and certification
If you want to make your studio health-oriented, you should make sure that the staff has the necessary qualifications and competencies in the area of workplace health management. This can be achieved through training, continuing education or the hiring of specialists such as sports scientists, physiotherapists or nutritionists. Without well-trained specialists, a medically oriented reorientation can hardly succeed. Even course instructors must have a state-recognized degree or professional qualification and should register with the Central Prevention Testing Agency (ZPP) in order to offer prevention courses that are subsidized by health insurance funds in accordance with Section 20 of the German Social Code, Book V (SGB V).
The ZPP is an institution that centrally checks and certifies the criteria for a prevention course and the qualifications of course instructors for all health insurance funds. In order to work with statutory health insurers and receive their support, the measures offered, such as prevention courses, MTT (medical training therapy) or occupational health management measures, must meet the requirements of the ZPP and be certified. This ensures that the quality of the offerings meets standards and facilitates cooperation with health and pension insurance providers as well as companies.
Communicating and marketing the new offerings
The next step is to communicate the new health-oriented services to all members, potential customers and businesses in the local area. The benefits and positive effects on the health and performance of those exercising should be clearly highlighted. Perhaps there are members who work at a company in the area or are even in a management position there. It is worthwhile to approach them directly, as members are more likely to support the club where they train as well.
The change process takes time
It is important to note that this process requires time, investment and a great deal of commitment. It is advisable to bring in experts, e.g. in occupational health management, the legal framework and certifications, to ensure that all requirements are met. Those who do not want to have their prevention courses or course instructors certified by the ZPP can still take the first steps to slowly advance the change process toward a health studio. For example, even without certification, there may be opportunities to become actively involved as a fitness studio or personal trainer in companies. In the context of workplace health promotion, new customers can be acquired if employees subsequently take out a membership.
BGM is also possible without a ZPP certificate
By implementing workplace health management measures, the gym can also generate additional and regular revenue. Companies are willing to pay for health services that improve the well-being and performance of their employees. In order to offer such services, it is not mandatory to be certified. Companies are entitled to the tax benefit under Section 3 No. 34 of the German Income Tax Act (EStG) of 600 euros per employee per year even if they offer courses or measures that are not certified by the ZPP or do not receive support from the statutory health insurance funds. According to § 20b SGB V, a prevention course provided by the employer solely for its employees satisfies the requirements of §§ 20 and 20b SGB V if its content is identical to a course concept already certified and tested by a professional association or other organization. The course instructor only has to name the certified course concept used and confirm in writing that the prevention course offered is carried out in accordance with the specified lesson plans. In addition, the course instructor must affirm in writing that his or her qualifications meet the criteria of the GKV-Spitzenverband for the certification of course offerings in individual behavioral prevention. These declarations by the course instructor serve as supporting documents for payroll accounting. Every measure of a company that has been duly provided against invoice with reference to § 20b SGB V can be claimed as a business expense.
BGM: Offers for companies
In order to be successful in BGM, it is important that the operator of a fitness facility tailors its offers precisely to the respective company. A thorough analysis of the company's needs and requirements makes it possible to develop and place tailor-made measures. To be sure which measures make sense, employees of the company can be interviewed. Contact with the works council can also help to develop a concept tailored to the company in question.
Examples of individual health management could include impulse lectures on stress management followed by courses on how to cope with stress. Lectures on the benefits of regular exercise and balancing exercises as part of exercise management for employees in an administrative facility are also useful. The topic of "nutrition" could also be an effective measure in cooperation with the company cafeteria of a larger company. Fitness facility operators with too little experience in this area would be best advised to consult an expert in the field.
Source and image source: Bodylife
Published on: 22 July 2023