MANAGING CHANGE IN UNCERTAIN ECONOMIC TIMESSewing Martin, Judy A. C.P.A.ACSM'S Health & Fitness Journal: September/October 2009 - Volume 13 - Issue 5 - pp 23-27 doi: 10.1249/FIT.0b013e3181b47e0a Features Abstract In Brief Author Information LEARNING OBJECTIVES: • To gain insights into how a medical fitness center director can respond during an economic recession. • To explore measures centers might use to improve their financial performance during the upcoming fall and winter seasons. • To learn creative applications of business basics. Sometimes there is a fine line between managing change and overreacting to business cycles and economic swings. Learn how to get creative, while focusing on sound business principles: providing superior customer service, managing costs, promoting benefits rather than features, training staff properly, communicating with the right message and medium, and looking for ways to be more valuable to your members and health care system Judy A. Sewing Martin, C.P.A., principal of Meritage Healthcare Strategies, has more than 25 years' experience in financial and management consulting and project feasibility analysis, including auditing and consulting experience with two of the top international accounting firms. Before founding Meritage, she directed the medical fitness consulting division of The Benfield Group, a consulting firm based in St. Louis, MO, with a long track record of success in concept development, project feasibility, and business planning for medical fitness centers. Under her leadership, Benfield was awarded the Medical Fitness Association's Founders Award for leadership in the medical fitness industry. She has consulted with more than 200 hospitals and health systems that have considered wellness center development and performance improvement. More than 50 centers have been built and are currently operating - several have achieved award-winning results. © 2009 American College of Sports Medicine.