Champions of EnhanceFitness at YMCA-affiliated sites: Marketers, recruiters, and believers

Purpose: Champions - individuals who support, market and promote programs - are a vital part of successful program adoption, implementation and maintenance.  EnhanceFitness (EF) is an evidence-based, community-delivered, multi-component group exercise program for seniors.  In this study we explored the role of champions in adopting, implementing, and maintaining EF at YMCA-affiliated sites.  Methods: This was a qualitative study using semi-structured, individual phone interviews with twenty current and past EF participants, fifteen EF instructors, fifteen Y staff, and two EF master trainers.  Interviews were digitally recorded, transcribed, and analyzed using content analysis informed by the RE-AIM framework.  Results:  Congruent with previous work on evidence-based programs, our interviews revealed EF champions play critical roles in program dissemination.  Instructors noted that champions are “outgoing,” “walking advertisements” (marketers), and of a “magnetic personality” with “go-getter” spirits (recruiters).  Staff noted that champions are passionate and dedicated.  They are eager to “go the extra mile” because they believe in the benefits of EF and that their enthusiasm has made them successful in securing the attention of potential participants (believers).  Their caring personality has made them easily approachable to those not currently involved in EF. Their commitment to the program has attracted others to do the same.  Implications: EF champions were not purposely selected but naturally arose out of circumstances.  Community sites adopting EF or other evidence-based programs can foster and support champions by prioritizing, engaging with them, and capitalizing their energy as an emerging resource throughout the adoption, implementation, and maintenance of the program.