Getting to the grassroots

Focusing on the sports industry at a grassroots level is not something that is often talked about in Dubai.

At first glance, investment seems centered on the upper echelons of the sporting world, with projects such as the Dubai Sports City cricket stadium, Meydan Race Course in Dubai and Saadiyat Beach Golf Course in Abu Dhabi taking the spotlight.

The fitness industry is similar, with interest mainly in the growth and potential of international chains, such as Fitness First, Next Generation and Virgin Active.

However, I was pleasantly surprised this month to find that getting back to activity at a grassroots level -through opening up sports and fitness to beginners or those outside of the higher earning brackets - was a priority for industry experts and, even more importantly, the Dubai Government.

At the Middle East Health and Fitness Summit at the end of March, Middle East FitPro (MEFITPRO) managing director Greg Boucher spoke to Leisure Manager and said there was a need for the fitness industry to get back to basics.

The event was held under the patronage of HRH Princess Haya Bint Al Hussein, Wife of HH Sheikh Mohammed Bin Rashid Al Maktoum Vice President and Prime Minister of UAE, Ruler of Dubai and in co-operation with the Right to Play initiative launched by the Princess.

As well as boosting levels of physical exercise, Right to Play is aimed at improving children's social skills, enhancing their education outcomes and working towards the building of stable communities - the wider benefits of increasing activity.

As well as these altruistic motives for focusing on grassroots sports, encouraging more people to be active also impacts on the bottom line. After all, the vast sums being invested in amazing facilities will need maximum usage to generate a return.

In the focus on the golf industry, experts discuss the value of opening up golf to more people now, in order to prevent golf supply outstripping demand for the game in the future - a recognised risk considering the number of major golf courses on the agenda.

"We all know that we need to have that grassroots where the average person does have access to go and practise or to play a nine-hole course, or a small Par 3 golf course, especially where kids are concerned," says Esmond Clouthier, director of instruction at Abu Dhabi Golf Club.

As well as increasing the availability and affordability of golf through improved training and practise facilities, there is even talk from worldwide-respected golf legend Gary Player of the need for a municipal golf course.

While public facilities would be a fantastic boost to increasing activity, especially if the success of local-government run leisure centres in the UK were to be a model, this does not mean private owners should sit back and let the government take responsibility for grassroots activity.

Purposeful programming, flexible pricing strategies and user-friendly marketing are just some of the measures operators can adopt to attract a wider range of user.

With the government already investing in corporate wellness for its staff, it may not be long before public sports and fitness facilities are introduced.

If altruistic reasons don't motivate your financial director to focus on opening up your club to the grassroots level, the risk of this potential competition could be the first step to broadening your offer.

Louise Oakley is the editor of Leisure Manager.

RELATED LINKS: Healthy staff equals healthy profits, Grassroots approach to boost participation, Competing courses

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