Brothers' Journey Sparks
International Cooperation

by Susan Balling

Five thousand miles and a lot of water separate Moscow from Morton Grove and Elmhurst, Illinois. But the business of marketing fitness and recreation in Russia will be greatly influenced by Illinois standards and trends in the years ahead.

MAY 1993 - OFF TO MOSCOW

In May 1993, Chuck Balling, Director of Leisure Services for the Elmhurst Park District, and Gary Balling, Administrative Manager of the Morton Grove Park District, journeyed to Moscow. They came at the invitation of the All-Russian Committee on Physical Culture to speak at the International Conference for Marketing in health and fitness. Chuck Balling met Sergei Guskov the previous fall when he was presenting "Marketing Public Recreation and Charging Fees for Fitness Programs" at the Athletic Business Conference .

Guskov invited the Ballings and two other sports/fitness experts from the U. S. and Britain to speak to 200 managers at the Russian Conference. The Balling brothers, who have been in the field for over 18 years, presented on five topics while at the Russian Conference: Role of Recreation and Fitness in the U.S.; Marketing of Public Recreation and Fitness in the U.S.; How to Involve Others in Public Recreation and Fitness and Charge Fees for Programs; Management of Recreation and Fitness in the U.S.; and Legal and Safety Aspects of Fitness and Recreation in the U.S.

Gary states, "Our sessions were very well received. The Russian managers were hungry for our information, but it was clear they wanted to implement the ideas themselves."

Chuck adds, "There were many questions from the audience, but the language difference made this a unique experience. We had to speak in simple short sentences, which were then translated. As you can imagine, sometimes the translations strayed from the original meaning."

At the conference, Oleg Pryakhin, a 23-year old Russian student, approached the Ballings about a work-study intemship in sports and fitness in the U. S. "I thought Oleg was sincere, but when you're five thousand miles away from home, you don't really take anything too seriously. I didn't really expect to hear from him again," said Gary.

JUNE 1993 - THE LETTER ARRIVES

What Balling didn't know was that when Oleg Pryakhin has a goal, he goes for it. In June 1993, the Dean of Studies of the P.P. Lesgaft State University sent a letter on Oleg's behalf to the Morton Grove Park District Board and to Balling.

"I was surprised at the quick response," states Balling, "but I felt this could be a great learning experience for our staff as well as for Oleg." The Board agreed, and the wheels were set in motion.

July to December brought months of planning for the transportation, housing, funds, etc. Many letters and faxes later, all was set for Oleg's four- month intemship with the Morton Grove Park District. A two-week stint at Courts Plus in Elmhurst was also planned to give Pryakhin a feel for a large multi-purpose fitness center and marketing efforts within the Elmhurst Park District.

Pryakhin came well prepared for this experience, having been a medal winning member of the Red Army Swim Team and soccer player for his nation. His undergraduate study was in general fitness, and his Master's work is devoted to marketing and management of fitness facilities and sports.

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JANUARY 1994 - ARRIVAL IN THE U.S.

On January 24,1994, Oleg realized his dream of studying fitness and sports in the U.S. Over the next four months he would gain valuable hands- on-experience working one-on-one with customers at the fitness center. His weeks were filled with studying budgets, usage reports, flow charts and marketing plans, as well as attending park district, IPRA, PDRMA and other professional meetings. He also had the opportunity to accompany the Balling brothers to a number of presentations, including speaking to a local Rotary Club and students at the Illinois State University.

To round out his experience, Oleg made a world-wind tour of a number of private and corporate fitness clubs in Chicago. He toured the fitness facilities of the Kraft and Quaker Oats Corporations, as well as checking out the facilities at the Standard Club, an Amoco fitness facility, and the Athletic Club in the Illinois Center.

On the personal leisure side, Oleg toured much of Chicago during his brief visit. Unforgettable in his mind are the trip to the Chicago Auto Show and the April 8th White Sox Opener. It is every Russian's dream to own a car, and very few do. "I think Oleg sat in every single car at the Auto Show," stated Gary Balling.

In describing the Sox Opener, which he attended with Schaumburg Park District Staff, Oleg commented, "It was one big marketing event, complete with fireworks!"

FAST FORWARD TO MAY 1994

In his concluding month with the park districts, Oleg reflected on what he had learned. "This has been a great experience for me. My eyes have been opened to the need to focus on the customer if our centers in Russia are to be successful. For decades Russian economy has been under Communist rule and sports clubs were geared exclusively to elite athletes."

With the fall of the Soviet Union, trained managers are needed to make viable privately run facilities for which people will pay. "One key component to success that I have learned is the need for planning and comprehensive marketing. I saw many excellent examples of this at the park districts which will help me fulfill my dream of some- day owning my own fitness club."

What does Pryakhin predict for the future of sports and fitness in his country? "It will take time to change the mind set of the people, to make sports and fitness a priority for the common man. Our people have been economically dependent on the government for food and housing for generations. This is still their priority. But things are changing slowly, and I greet changes. I will take what I have learned here in the U.S. and apply it to my Master's thesis and in my own facility someday."

Russian work-study intern, Oleg Pryakhin, stands outside of the Morion Grove Fitness Club.

And what do the Balling brothers think the future holds for sports and recreation in Russia? "The sports facilities we toured in Moscow were probably state-of-the-art in the 1960s, but years of deterioration have taken their toll. However, their concept of the sports center, incorporating use by the community and corporate world, was unique. It included a large ice arena, soccer field, basketball courts, pool and sauna."

Chuck Balling continued, "The process of privatizing these facilities will be a slow one, but I think they are on the right track with adopting a new marketing and management philosophy."

Gary Balling commented on the state of parks in Russia. "The parks are very different from U.S. standards. Open space is plentiful, but meticulous maintenance is not a priority. Grass grows tall, and trails are created by people frequently taking the same path. Hundreds of people pour into the parks every evening to escape their small, high- rise apartments. Large parks, on the other hand, have exhibition halls, amusement rides and fountains, but the overall standard of care is very low. On the upside, and mostly by necessity, examples of conservation and recycling are plentiful. The use of paper products and packaging is minimal, and offices rely on daylight rather than electricity."

THE FUTURE

Upon leaving Illinois in May, Oleg Pryakhin was off to Uzbekistan, Asia to work as Assistant to the Marketing Manager in the "President's Cup" Tennis Tournament sponsored by Tennis Week Magazine. Chuck Balling of the Elmhurst Park District continues to be a featured speaker on Marketing for Club Industry and the NRPA Revenue

32* Illinois Parks & Recreation* July/August 1994

Illinois Parks & Recreation* July/August 1994* 33