Gyms and Corporate Social Responsibility

Mar 13, 2023 | Sports management

Corporate social responsibility has always been a key factor in the management of all types of businesses. However, only today has it reached peak importance. Therefore, in this article we will explain what it is, why you should take it into account and how to include a CSR strategy at your gym.

Corporate Social Responsability: what it is and why it is important


You have probably always heard of CSR, but you may not know what it means. In that case, you should know that your sports establishment is in a position to offer a small contribution to a noble cause. As you know, businesses have influence and potential to help those who need it most. This is something that many are already offering.

With this in mind, we can define it as a company’s ability to adopt a social cause. It is not a matter of dedication, but of including certain activities and attitudes that aim to help those who are struggling for something specific. To this end, the help may be of a different nature:

  • Economic: As part of customer donations or with additional corporate funds. This is usually the most common option and also the most publicised by businesses themselves.
  • Material: Depending on the sector, it is possible to contribute specific material. It is widely available in supermarkets, clothes shops and pharmacies.
  • Experiential: Many businesses allow those most in need (in this case, especially children) to have an experience that they can provide. This is where amusement parks and gyms come in.

These are three ways to help that go beyond money. If a financial donation is not feasible in your sports centre, you always have the option to contribute in another way. For example, experiential learning is very common in companies in the same sector, especially with targeted classes.

But why is it important to include a CSR strategy in the management of your sports centre? Basically, for three reasons.


1. Make your sector known

As you can see, we have said “make your sector known”, not your business (which is also true). However, we are not pursuing any advertising or self-serving purposes. The key is to show your community the importance of physical exercise and the difference between doing it at home and in a sports centre.


2. Breaking new ground

We will always recommend you to go for innovative ideas. By doing so, you will create a path that other companies will join later. You will therefore assume a leadership position within your sector, which becomes even more valuable if it is related to a charitable purpose.


3. Universalise your customers

If you want your centre to be truly inclusive, you must make it inclusive. With good staging, you can show that sport is not just for the few. Accessibility and tolerance are the order of the day, and will become (even more) indispensable in the future.

4 ideas on how you can start integrating CSR

In order to make your corporate social responsibility strategy successful, we are going to present you with a number of different techniques.


1. Inclusion and accessibility

Who is your gym for? For all publics? If this is really the case, consider adopting inclusion measures for people with physical or mental disabilities. You know your sector and you know the importance of sport. So why leave deny these groups the ability to enjoy such activities? You have more power than you think.


2. Health and wellbeing

It is no secret that sport is closely linked to health. For this reason, it is in your best interest to push the relationship forward and let as many people as possible know about it. You can contribute with actions to promote good eating habits or offer free classes so that the collective in question has the possibility to learn first-hand how to train in a sports centre.


3. Open doors

This approach is our favourite, perhaps because we have seen its incredible potential. The focus should be on people’s insecurity. Do you know how many of them don’t go to a sports facility because they don’t know how to use the machines and are embarrassed? An open day will help you attract them and show them how it works.


4. Active retirement

Gyms continue to be a “vetoed” space for the elderly. It is true that this is not the de facto case, but very few go to these centres. However, there is an exceptionally large target group of retired people who are able to attend supervised classes. Get them interested and you will have the opportunity to promote active retirement.

In short, CSR for gyms can be your best asset from now on. The key is to promote a strategy within the whole business and organise it with your management software. 21st century customers can be won with 21st century strategies. Choose a cause to contribute to!

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