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The GENAVIX Wellness Network

A Model for the Future

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Last year, in our November 2016 Cover Story, we featured Mike Benton's Executive Health and Sports Center (EHSC), located in Manchester, New Hampshire. In the course of that story, Mike introduced us to the GENAVIX Wellness Network, which at its core, is a new business model for our industry that bridges the gap between health club members, health care practitioners and health insurance carriers. By shifting the health insurance fee paradigm from fee-for-service to fee-for-value, an atmosphere for creating real and measurable results has been created. Now, the facilities that are joining this growing network are experiencing something our industry has been seeking for decades: the integration of health and fitness facilities, health care practitioners and health insurance carriers into a cohesive system that provides results for the end user. In short, GENAVIX is the foothold in helping our industry become a real and recognized part of the health care system.

As John Adams once said, "Facts are stubborn things;" Fact: Our industry has hovered around 15 - 17% penetration for years. Fact: During this time, the number of industry facilities has increased, yet shockingly, the rate of obesity has continued to increase, as well as related illnesses. Fact: Our industry has not yet been taken seriously as a component of the health care system.

Adams continued, "and whatever may be our wishes, our inclinations, or the dictates of our passions, they cannot alter the state of facts and evidence." I have no doubt that, if you are reading this, you love what you do. One defining feature of this industry is our passion to help those whom all of these facilities were designed to serve. Sadly, in the macro view, that passion and our best intentions, despite all the different iterations that have been tried over the years, have not yet created a viable solution. Maybe, until now.

As you will hear from Mike Benton, President and CEO of GENAVIX, it is not a matter of burning down what our industry has built and starting over. Instead, it is about refactoring what is there based on the realities that exist. Essentially, we must use the facts we know, then learn and adjust to create a new truth. This requires humility. This requires hard work. This requires change. But, if any industry can do something like this, it is certainly the health and fitness club industry!

I invite you to read on as Mike Benton shares what could be the model of the future: GENAVIX.

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