I was watching last night’s news on the Obama versus Clinton presidential nomination campaign. The reporter said something very insightful after reporting that Obama was racing ahead of Clinton in the polls. He said: ‘Obama is leading a movement, while Clinton is campaigning’. This took me back to a conversation I was having last year with a Marketing Director for a national leisure chain who was describing the company’s four key customer recruitment campaigns. The word, ‘campaign’ now seems so anachronistic; it smacks of something both superficial and one-way; here’s a message, an offer, an incentive, expecting customers to jump. Where’s the movement or cause for customers to get fired up about? Health clubs have got to start thinking about what they stand for otherwise members are going to continue returning to their sofas.