Exploring Strategies to Enhance Participation at BodyWorks
Creators: name: Belza, Paula
name: Kalynchuck, Jessica
name: Katsuno, Alisa
name: Singh, Shanya
name: Tan, Alex
Publisher: name: The University of British Columbia
Year: 2024

description: BodyWorks operates as an outreach facility affiliated with the UBC School of Kinesiology. Its gym is staffed by students who are provided with ongoing educational opportunities (BodyWorks, n.d.). BodyWorks’ program offerings include specialized programs catering to individuals over 55 years old and/or those with chronic conditions. However, BodyWorks is now looking to broaden their clientele (BodyWorks, n.d.). This study aims to identify strategies to increase the participation of UBC Vancouver campus residents and workers aged 30 and older at BodyWorks. To achieve this, a survey comprising both quantitative and qualitative questions was distributed. The responses were subsequently reviewed and analyzed to develop potential recommendations to present to BodyWorks. This project started with a review of the existing literature to explore potential motivators and barriers individuals face when considering exercise. Our group found that psychological factors, such as stress reduction (Casimiro-Andújar et al., 2022) and social factors, such as the presence of a workout partner, significantly influence individuals’ motivation to engage in an exercise program (Chun et al., 2021). Building on this knowledge, our group developed a survey to further investigate the factors that drive or hinder participation among UBC residents and workers in engaging in a BodyWorks exercise program. As we designed our survey questions, we aimed to address the following research questions: 1) What barriers prevent UBC campus workers and residents over 30 years of age from participating in BodyWorks programs? 2) What are potential motivators for participation in BodyWorks programs? Participants who may be eligible were recruited through email distribution, posters, and posting in social media groups. Our initial main finding highlights that 62% of the survey respondents were unaware of BodyWorks and its programs (see Appendix D, Figure 1), indicating a gap in BodyWorks’ marketing and outreach strategies. Furthermore, many participants emphasized the importance of cognitive and psychological benefits as motivating factors for exercise (see Appendix D, Figure 9). Based on these findings, we propose that BodyWorks enhance their social media presence and refocus their marketing efforts to highlight psychological benefits over physiological ones. Secondly, survey respondents expressed a preference for group-based training and indicated the importance of exercise programs with individuals of similar fitness levels (see Appendix D, Figure 5). Therefore, we recommend that BodyWorks develop group fitness programs tailored to individuals’ fitness levels, offering options such as beginner, intermediate, and advanced classes. Lastly, it was noted that there is a misconception that BodyWorks’ programs are exclusively for seniors, possibly due to images on the BodyWorks website, which predominantly feature the senior population and the limited availability of programs catering to individuals aged 30 to 55. To address this misconception, we suggest that BodyWorks update their website to reflect a broader demographic range and expand their programs tailored to the 30 to 55 age group. Disclaimer: “UBC SEEDS provides students with the opportunity to share the findings of their studies, as well as their opinions, conclusions and recommendations with the UBC community. The reader should bear in mind that this is a student project/report and is not an official document of UBC. Furthermore readers should bear in mind that these reports may not reflect the current status of activities at UBC. We urge you to contact the research persons mentioned in a report or the SEEDS Coordinator about the current status of the subject matter of a project/report.”