Using his company's motto, "Fun, Fitness and Friends," and placing emphasis on social and physical benefits of skating, Murphy insists "it's easier than you think to start an in-line skating program." He says the needs of health clubs are for self-sufficient, packaged programs, fully insured with a variety of classes. "Clubs like working with us because we take the mystery out of the sport, providing tools to make it easy to get going. We share the same goals -- to bring in new members, keep the old ones excited about fitness, and making money."

Murphy advises club personnel to look for a "skate school" offering several levels of instruction, a solid and safe track record, with references, using only IISA-certified instructors. For the facility that wishes to develop their own skating program, he suggests using a company like his as a "starter package" to learn more about the sport and how to conduct classes. "We've gone into clubs for a short-term commitment just to stir up member interest. We'll offer six or eight classes to introduce the sport, then the club will hire instructors to take over."

Determining interest

Murphy admits that you can't just try an in in-line skating program on a Tuesday and Thursday night and expect it to stick. "It takes time to create interest and adherence to any new fitness program. Sometimes offer free 'fun skates,' teaching just the basics to see if club members are interested. We look at it as an investment for potential work." Murphy suggests several marketing "tactics" to determine and create interest. Some of them include having an "interest sign-up sheet" at the front desk, gift certificates available through the club, flyers, in-house newsletter articles and two-for-one discounts. "If a person who takes one of our lessons brings a friend to the next one, he receives a discount for that clinic. It's important to offer members these incentive discounts. By doing this, we accomplish our goal to get non-members into the clubs. We've brought in several new members to health clubs because of our skating classes."

Steps to providing in-line skating in your facility

Provide educational resources. If you are an aerobics instructor or personal trainer who'd like to add in-line skating to current programming, your first step is to educate management. (Use this article as part of your proposal.) Like any new "trend" in programming, you'll need to convince not only managers and owners of the benefits of skating, but also members who need to feel comfortable and safe during the learning process.

Instructor certification. Next, practice your own skating skills and take the IISA Instructor Certification Program. The IISA was formed in 1991 to address the growth of the sport, with a special emphasis on developing an international standard for safety and education. The IISA has established a standard format for instructors to teach the public how to skate. This ensures that the person who takes a lesson in California by an IISA-certified instructor, and then takes another lesson by a certified instructor in Colorado, will receive a consistent and safe lesson with a professional. Three-day instructor certification programs take place in several locations in the U.S., Canada and abroad.

Insurance. This is the biggest issue in the health club industry. The good news is that it's simple to get coverage. Upon passing the certification exam, new instructors receive a $1 million liability insurance policy that covers instructors and participants for bodily injury and property damage for one full year. (For each year after, it costs the instructor approximately $125 a year to renew.)

Jeffrey Frick, of Murria and Frick Insurance Co., receives about 10 calls a month regarding in-line skating. According to Frick, the IISA policy is with a top-rated carrier through K & K Insurance Group. Cheryl Meyers, a spokesperson for K & K, says, "If we can insure the NFL, NBA, and motor racing, we can do in-line skating!" She says if you are interested in offering in-line skating at your facility, you'll need to prove to your insurance carrier that in-line skating "exposure" is justifiable as a legitimate club activity. Prepare a proposal with answers to the following questions to educate your insurance carrier:

1) Will classes be taught by an IISA-certified instructor?

2) Will classes take place indoors, outdoors or both?

3) What type of surface will participants be skating on?

4) Is safety gear required, including a helmet? (If not, abort the mission!)

5) How many people will be in a session?

6) How many instructors per session? (I recommend one for every 10 participants.)

7) Will the club provide skates and gear? (If so, the club will be responsible for maintenance.)

8) Will you require participants to sign an additional waiver? (It's always a good idea.)

Meyers also says health clubs are smart to ask the certified instructor to be listed on his policy as an "additional insured." That way, the primary policy is IISA's, not the health club's. Listing a health club with the IISA carrier as an "additional insured" is a simple process that costs about $50 a year.

The policy even covers a certified instructor traveling from one location to another. Being able to travel to different locations holds a lot of value, especially for personal trainers. Irvine, Calif.-based personal trainer and in-line skating instructor Jerry Tyler offers his clients as many different options as possible -- in the club and outside -- to keep them interested. From a financial perspective, he is "cashing in" on in-line skating lessons. Tyler feels it is important for his clients to complement indoor traditional workouts like strength training and aerobics with outdoor sports. "Everybody wants to learn how to skate. In-line skating is one way I can provide affordable training for a well-balanced program so fitness becomes a lifestyle."

Chicago attorney Frances Krasnow, who specializes in health club law, says it's not likely anyone would sustain injuries through off-the-premise health club activities any more than participating in sports or even at home. If anything, injuries would be reduced because of the attention to safety and precautions taken by health clubs, including having a sound insurance policy. Krasnow also suggests that a signed waiver with verbal education about the risks involved is a good idea.

[Note: Of seven health club industry insurance carriers interviewed for this article, only one said "not interested." All others said they would require education from the health club about the sport, but they were completely open to the idea.]

Follow the lead of other clubs. "All sports involve some degree of risk," says Frick, "assuming the risk is worth the fun. But, for now, don't do anything that's not considered normal. Follow the lead of other facilities who have already had in-line skating on their schedules."

Sharon McPherson is special events programming coordinator for the ClubSport at Pleasanton in Northern California. Diversification of activities is the theme of McPherson's Body Revival, a fitness convention celebrating its 11th year this October. "We offer programming for people who aren't just into riding the stationary bike or stair-climbing," says McPherson. Along with traditional fitness trends like step, funk and aerobics classes, Body Revival pioneered the idea of in-line skate programming in the health club by offering skating sessions years before other fitness organizations even thought of doing so. Now, her club is looking at the possibility of offering regular weekly classes taught by IISA-certified instructors.

Select appropriate locations and group surfaces. Until skating is recognized as a "normal" health club activity, most insurance carriers will require you to stay on facility property to conduct clinics. On premises at the ClubSport Pleasanton is a huge parking lot that rarely fills up. "We are also considering converting one of our tennis courts into a skating rink," McPherson says. "Roller-hockey is a really popular sport [among] kids and adults. With our focus on family fitness, we want to provide a place for members to play."

Converting a tennis court to a roller-hockey rink is not a new idea. A couple of years ago, the only places you'd catch a glimpse of roller-hockey was in vacant lots, parking structures and in abandoned or damaged tennis courts. Recognizing the popularity of roller-hockey and in-line skating in the small mountain community of Mammoth Lakes, Calif., the Parks & Recreation Commission agreed to renovate two damaged community tennis courts into a roller-hockey rink. The plan was inexpensive and has proved a worthwhile decision for the commission. "It didn't cost a dime and took two volunteers about two hours to complete the project," says Susan Veasy, city recreation manager. "It required taking the nets down, pulling the posts, filling those holes and some large cracks. That's it." Veasy added that it would take the same amount of time to put the posts and nets back up if necessary.

The ideal skating surface is smooth and flat. But, you don't need to resurface an area just for skating. "You don't necessarily need perfect pavement because, in real life, skaters will encounter all types of terrain. It hones better skills to be able to skate on different surfaces," says Jack Murphy, president of Power Rollers. "Although one of the primary reasons people like to skate is because they can do it outside, we have conducted many clinics indoors on basketball and racquetball courts."

For two years, Crunch Fitness in New York City has had in-line skating on its class schedules, both outside and indoors. "Our instructors are IISA-certified and there's is the only insurance policy we use," says president Doug Levine. "We offer basic, intermediate and skate hip hop classes." Boasting celebrity participants like Cindy Crawford and Geraldo Riviera, Levine says in-line skating is a very safe sport. "It's not so scary to try something new. We've never had a problem with injuries or problems scrapping our floors with skate bolts." When asked if heel brakes mark up his floors, he replied, "Yeah, but so what? There's no damage, just marks. The fun our members have is worth it." (If brake marks are a concern, manufacturers now make non-marking brakes and bolt covers to protect floors.)

Determine cost to participants and instructor wage. Crunch Fitness charges $12 a class, in a 2,000-square-foot studio. There are usually between six and 20 participants in a session with one instructor. The cost of an in-line skating group lesson is comparable to what you'd charge for an aerobics class. If you've contracted a skate school like Power Rollers, Murphy says you'll negotiate a group or per-person rate. He usually charges between $12 and $18 for a 90-minute clinic. For every 10 participants, he provides one instructor. The participant will pay the club, and the club will take a percentage.

How much you charge depends on overhead expenses and instructor wages. An instructor will generally make an amount comparable to what you pay an aerobics instructor per hour. Murphy pays his instructors between $18 and $25 an hour. In a small town like Mammoth Lakes, Calif., (5,000 people), the Parks and Recreation Department hires an independent contractor who charges only $6 per person (a minimum of five people in a group) for a 75-minute lesson. The instructor takes home 80 percent. In any community, small or large, private lesson fees can be compared to private training sessions, charging whatever is considered normal for a one-hour clinic.

Equipment. Murphy and Nelms credit much of the success of their skate schools to easy access "mobile skating" trailers and vans that travel to different locations to give lessons. These vehicles are owned by the skate schools and carry from 60 to 150 pairs of skates, all different sizes for adults and kids, including all the necessary safety gear. Some even have PA and sound systems. "It's all included in the per-person cost," says Murphy. "Health clubs should contract a school that can provide skates and gear." If you don't have access to equipment that will come to you, Levine suggests working cooperatively with local retailers who are happy to rent skates for your classes. (Make sure you specifically request that safety gear be part of the deal.)

Safety is the priority. The message from professional in-line skaters is that safety gear works. Most injuries occur to the hand, wrist and arms when people do not wear wrist guards. Even the best skaters fall occasionally and although there are very few reported head injuries, it is better to be safe. Always, always wear a helmet. For the many adults who have decided to learn how to skate to hang out with their kids, wearing a helmet sets the best example for children.

"Any professional skate school or program will require, with no exception, that students wear a helmet and wrist guards. Most will require full armor -- helmet, wrist guards, elbow and knee pads," says Chris Morris, president of Southern California's in-line skating operation, the Blade School. Morris' IISA-certified instructors have taught more than 4,100 people to skate through parks and recreation departments, colleges, universities and health clubs. "A person can be a great skater with no knowledge of how people learn," Morris says." IISA-certified instructors are well-trained at how to teach. It's important to provide a safe first experience. And then to follow up with a logical progression of lesson content."

Pehar agrees the most important concern from a health club perspective is safety. "Blade School instructors have developed a reputation with our members of being safe and professional. They are all certified and care about the image of safety. A positive image is necessary for the sport to grow. So much so, that if a member who signs up for a session does not have a helmet (they are given session instructions prior to the event to bring a helmet), he doesn't participate. It's that simple."

Gathering momentum in the fitness industry

Last October, IDEA, The International Association for Fitness Professionals, offered in-line skating sessions to determine interest among fitness professionals. According to Jill Flyckt, education manager at IDEA, the skating classes were the first to sell out of more than 60 sessions. "With such an overwhelming response, IDEA has decided to continue in that direction of offering other fitness options like in-line skating," Flyckt said. Ten in-line skating sessions are scheduled this June at the IDEA International Convention in Las Vegas. An IISA Instructor Certification will take place the weekend before the convention.

In the last couple of months, I have received phone calls from individuals and companies in the process of developing complete "health club packages" for implementing in-line skating programs. These packages include everything from new products to safety and educational programming to computer software. It is difficult to project where and how far the in-line skating phenomenon will go in the health club industry. One thing is for sure, though. The sport of in-line skating is not a passing trend. It is a popular cross-training option for those who are already fit. Even more important, as the word gets out that it is a safe sport, it is an option to get those who are less active to discover fitness.

As the fastest growing sport in the country (including roller-hockey), the time is now to recognize the longevity and value of in-line skating programming. McPherson's feels her initial "hunch" to offer in-line skating has opened another door to retain and attract new members. "Either we are dealing with an educated public who is looking for a variety of activities, or a less active market who desperately needs options to discover that fitness can be fun," says McPherson. "As fitness educators, we should promote not just 'come to my club' and that's it; rather, 'do strength training in my club, then go for a two-hour in-line skate, then tomorrow come back into the club and do an aerobics class.'

To explore the possibility of implementing in-line skating in your facility, answer all insurance questions as outlined by Meyers, then prepare a proposal using this article and information from the other listed sources. Use your proposal as a tool to educate those who have the authority to say "yes."

Fitness

A recent fitness study conducted by Rollerblade Inc. showed that skating has a significant impact on fitness levels, especially in the areas of cardiovascular development, lung capacity, muscular strength and weight loss. One hour on skates consumes almost as many calories as running. Skating strengthens muscles and connective tissues surrounding the ankles, knees and hips.

Statistics from American Sports Data Inc. and the National Sporting Goods Association

* In 1984, there were 20,000 in-line skaters.

* In 1991, there were 5 million in-line skaters.

* In 1993, there were 9.4 million in-line skaters (2.4 million skate two to three times a week).

* In-line skate sales will exceed $600 million in 1994.

* The in-line market is larger than the tennis industry (hard goods sales).

* The majority of skaters are between the ages of 18 and 35.

* Forty-six percent of all in-line skaters are women.

* By the end of 1994, there will be more than 10 million in-line skaters in the U.S.

Look for in-house teaching talent

The International In-line Skating Association (ISSA) certifies instructors to ensure safe and consistent lessons. Health club managers should look in-house to find potential instructors, since existing staff understands club policies and a commitment to member safety. Aerobics instructors and personal trainers already have other types of certifications and teaching experience to complement an in-line skating program. Another option is to call a local retailer; they've probably already been holding clinics with IISA-certified instructors.

Roller-hockey

Both Sharon McPherson of ClubSport and Jeffery Frick of Murria & Frick Insurance project that it won't be long before health clubs start constructing roller-rinks and implementing roller-hockey leagues. "The potential for developing a recreational sports league concept is of interest to club members," McPherson says. The physical and mental benefits of playing hockey are numerous and appealing to those already in good shape. Players develop agility, coordination, balance, kinesthetic awareness and anaerobic conditioning. Hockey actually improves skating and turning skills because it hones quick footwork and maneuverability.

The National In-Line Hockey Association (NIHA) is the organization responsible for the formation of roller-hockey leagues around the country. Shawn Jones, a spokesperson for the organization, says that if a club sanctions their site through the NIHA, a $2 million general liability policy is activated immediately. Keeping up with the demand for education, the NIHA also offers coaching and referee certification programs.

Consumer sources

Packaged "mobile" programs:

East Coast

* Power Rollers, Inc., Washington, D.C., 703 560-SK8N (7586)

Midwest

* Easy Stride Skate School, Minneapolis, MN, 612 944-7182

West Coast

* Sports Energy In-Line Skating Clinics, Northern California, 619 934-5245

* Blade School, Southern California, 310 455-3265

International In-Line Skating Association:

* IISA Instructor Certification Program, 305 672-6714

* IISA Information, 404 728-9707

Insurance sources:

* Murria & Frick Insurance Agency, 800 395-8075

* K & K Insurance Group, 219 459-5974

* City Securities, 800 800-2489

* See also Fitness Management 1994 Products & Services Source Guide Issue, page 69.

Other information:

* National In-Line Hockey Association, 800 358-NIHA (6442)

* Rollerblade Consumer Information, 800 232-ROLL (7655)

* Roller Hockey magazine, 818 783-0979

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