Why did it take Fitness First four years to say 'sorry'?

Why did it take Fitness First four years to say ‘sorry’?

In a feature on crisis communications in the latest issue of Australasian Leisure Management, author Sophie Meere, General Manager at Beyond the Square Communication, explains why the 'No Comment' approach to a crisis is not effective and leaves a business open to speculation and further media scrutiny.

Among examples presented by Meere, is Fitness First's reaction to the death of one of its members at Fitness First in Collins Street, Melbourne in 2007.

Dave Thomas, a fit, healthy 29-year-old suddenly collapsed in the weights area of his gym while exercising.

The only staff member working at the time was a receptionist who did not have up-to-date first aid training and, unfortunately, in the 12 minutes it took for paramedics to arrive, Mr Thomas died.

In August last year, the Victorian Coroner found that Fitness First did not contribute to Mr Thomas's death, saying that the gym was not equipped to deal with a medical emergency, the coroner did recommend that the Victorian Government introduce regulations for mandatory first-aid training for gym staff.

In a statement issued following the Coroner's findings, Fitness First Australia said it had reviewed its first aid policies and made it compulsory for an employee with a current first aid qualification to be on duty at all times.

Fitness First also sent its condolences Mr Thomas's family - something it had not done in the previous four years.

This tragic incident raised a lot of media attention but, during the four years following the incident did Fitness First issue any comment on the matter or offer the victim's family any expression of sympathy.

Meeres concludes "clearly, the situation could have been handled very differently with a sympathetic approach (without admitting liability) from Fitness First likely to have improved their often none too high reputation."

In the feature, Meeres concludes "look at crisis communications for your brand as if a fire is spreading rapidly, you need to put out the flame, find the cause of the fire and put systems in place to prevent it igniting again. Manage crises well because burning a brand can leave scars among media and consumers alike."

The full feature 'No Way to Deal with a Crisis' can be read in the May/June 2012 issue of Australasian Leisure Management.

For more information go to www.fitnessalliance.net.au/2011/08/gym-industry-standards/

1st June 2012 - FITNESS FIRST TO SHED 24 AUSTRALIAN CLUBS

14th February 2012 - MANAGEMENT CHANGES AT FITNESS FIRST’S UK BASE

14th September 2011 - MEMBERSHIP, PROFITS FALL AT FITNESS FIRST

4th November 2010 - FITNESS INDUSTRY PUTS CUSTOMER SAFETY FIRST

5th October 2010 - ASSOCIATIONS JOINTLY ENDORSE NEW GUIDELINES FOR EXERCISE INTENSITY

About the author

Nigel Benton

Co-founder/Publisher, Australasian Leisure Management

Born in the English county of Dorset, Nigel Benton is the co-founder and Publisher of Australasian Leisure Management, Australia, New Zealand and the Asia-Pacific’s only magazine for professionals in all areas of the leisure industry and the www.ausleisure.com.au website - the go to news resource for industry leaders and professionals.

With a long-term commitment to communicating all that is best about the leisure industry (aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues) his career has been defined by an ability to develop and implement industry communications.

Starting his career working in heritage visitor attractions and then adventure travel in Africa and the Middle East, an interest in writing about his experiences led to his change of career into magazine journalism and publishing.

In addition to publishing, Nigel speaks on marketing communications at a range of industry events.

He was made a Life Member of the World Leisure and Recreation Association in 2006 and is a Fellow of the Royal Geographical Society (London).

In 2020, he launched the new Asian Leisure Business website.

As of October 2024, he was inducted into the Australian Fitness Awards Roll of Honour at the 2024 AUSactive National Awards.

Among a range of published works and features, his comments on a Blog (blogspot) from 2007 to 2011, when this website went live in its current form, may be interesting to reflect back on.

His philosophy on life is to be kind to all and to indulge those that you love.

His passions include family, Newcastle United and motorcycles (especially British ones) as well, until February 2025 when she left us, caring a little pug named Stella.

Click here to connect with him via LinkedIn.