Members need trainers – or sneakers, depending on where in the world you live – to work out, but what happens to all those shoes when the time comes to replace them? Should we throw them away or put them to better use?
Companhia Athletica, one of Brazil’s most established club chains, invites its members to bring their redundant training shoes into the club, where they are laundered, bagged and tagged. The shoes are then donated to local charities that encourage young people from poor backgrounds into sport. Drop into one of Companhia Athletica’s clubs and you will often see pairs of trainers hanging from the walls and ceilings, prompting interesting conversations.
This is a very special project for me personally as it inspired the birth of Gymtopia. Richard Bilton, president of Companhia Athletica, just happened to mention this project to me when I was visiting Brazil. Following our conversation, I excitedly scribbled in my notebook: “Develop a digital platform that illustrates how the global health club industry is doing good in the world.”
How did the project start?
Milton Cilira, a Companhia Athletica running instructor, believed old shoes could be put to good use rather than throwing them away. The idea was pitched to his manager and took off, with the project subsequently rolled out across all 17 clubs in the estate. An impressive 700 pairs of shoes were collected to kick-start the project.
How does it work?
Members donate the trainers to their local club. Alternatively Technogym, Companhia Athletica’s fitness equipment partner, organises public locations where the general public can donate trainers. Once collected, the shoes are sent to a laundry where they are cleaned to look good as new. They are then bagged and tagged by size and gender. Finally, the shoes are delivered to local charities.
Why do this?
Many Latin American businesses have deep connections with the community, and Companhia Athletica believes in supporting projects that foster social inclusion. In 2007, it formed the Institute Cia Athletica (ICA), a not-for-profit organisation with the mission of developing a range of socio-cultural projects that improve the lives of others, using its 17 clubs as the platform.
Results so far
Companhia Athletica collects around 320 pairs of trainers a month – 3,840 pairs a year. “Philanthropy is in the DNA of our members, with São Paulo clubs giving the most shoes,” says Silvia de Féo of the corporate marketing team.
Implications
According to IHRSA, there are 132 million gym members globally, so the industry has access to an abundance of shoes that could be re-used to help people into some form of activity. Yes, it requires a little effort, but how difficult is it to ask a member for their old shoes?
