IDEA World 2013 Future of Fitness

P R E S E N T E D B Y
©2013IDEAHealth&FitnessAssociation.AllRightsReserved.
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THE FUTURE OF FITNESS
– GROUP FITNESS
UNLEASHED
Steven Renata
Randy Hetrick
Darren Jacobsen

© 2013 IDEA Health & Fitness Association. All Rights Reserved.
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SESSION OVERVIEW
•  Group fitness is more than a strong retention tool. When fully
utilized, it is the most powerful form of assisted exercise to grow
attendance and membership.
•  The growth of budget and micro gyms has changed the industry
landscape bringing new opportunities and challenges for full
service facilities.
•  Differentiation through execution is the NEW BLACK. World Class
execution of group fitness has the potential to grow and sustain
your business through referrals and guest acquisition.
•  Les Mills share insights and case studies on how to drive millions
of member touches per year. The session also includes a panel
discussion of other industry players including ZUMBA and TRX

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SOURCE DATA
Supplement to Club Business International
2013
GLOBAL
REP RT
THE IHRSA
®
THE STATE OF THE HEALTH CLUB INDUSTRY

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INDUSTRY OVERVIEW
1.  US is on the rebound with growth predicted at 3% by 2014
2.  Consumer and Business confidence is up - – “Housing effect”
3.  Club Net Membership and Revenues up by 3.1% and 3.6% respectively after 5 years
of tough economic conditions
4.  Consolidation with Chain Acquisitions (LA Fitness, TITAN, GOLDS, UFC)
5.  Continued growth of 24/7 Chains (ANYTIME, SNAP)
6.  Continued growth of HVLP Chains (PLANET FITNESS)
7.  Growth with Micro Gyms (ORANGE THEORY, BLINK, SOUL CYCLE)
8.  Growth of MMA/Boxing Gyms (UFC)

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US -NUMBER OF CLUBS BY STATE
INDUSTRY RESEARCH
THE AMERICAS STATISTICS - THE UNITED STATES
NUMBER OF CLUBS
Total United States 30,500*
NORTH EAST
New England
Connecticut 515
Maine 160
Massachusetts 967
New Hampshire 198
Rhode Island 141
Vermont 114
Middle Atlantic
New Jersey 1,090
New York 1,739
Pennsylvania 1,311
SOUTH
South Atlantic
Delaware 88
Washington, D.C. 78
Maryland 612
Virginia 828
West Virginia 115
Florida 2,040
Georgia 949
North Carolina 938
South Carolina 436
East South Central
Alabama 458
Kentucky 341
Mississippi 249
Tennessee 585
West South Central
Louisiana 538
Arkansas 251
Oklahoma 374
Texas 2,482
NUMBER OF CLUBS
NORTH CENTRAL
East North Central
Illinois 1,219
Indiana 604
Michigan 1,053
Ohio 1,141
Wisconsin 766
West North Central
Iowa 378
Kansas 271
Minnesota 783
Missouri 622
Nebraska 210
North Dakota 85
South Dakota 116
WEST
Mountain
Arizona 562
Colorado 625
Idaho 179
Montana 144
New Mexico 198
Nevada 266
Utah 259
Wyoming 62
Pacific
Alaska 83
California 3,831
Hawaii 107
Oregon 465
Washington 804
*As of January 2013
Total number of clubs by state as of July 2012
Source: Info USA, Inc. (Figures reflect number of businesses listed on Yellow
Pages under SIC code 7991.)

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WHY PEOPLE JOIN HEALTH CLUBTHE AMERICAS - THE UNITED STATES
WHY PEOPLE JOIN HEALTH CLUBS
Question: Which of the following are personal goals for using the health club you currently belong to?
58.5%
46.4%
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
44.0%
43.8%
41.3%
40.7%
35.3%
34.7%
34.5%
31.9%
19.9%
9.9%
9.3%
THE AMERICAS - THE UNITED STATES
Source: The IHRSA Trend Report (Multiple answers were permitted.)
1. To stay healthy
2. To feel better about myself
3. To stay in shape
4. To maintain strength
5. To look better
6. To lose weight
7. To get in shape
8. To stay flexible
9. To build muscle
10. To maintain weight
11. For a specific health concern
12. To gain weight
13. To impress others

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WHY MEMBERS STAY
13. 9.3%
0 1
WHY MEMBERS STAY
Question: What keeps you coming back to use the health club you currently belong to?
58.0%
51.1%
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
45.5%
38.0%
36.6%
35.5%
32.7%
22.9%
21.4%
18.0%
17.2%
11.6%
13. To impress others
1. To get in shape/stay in shape/stay healthy
2. For overall health/well-being
3. It’s at a convenient location to me
4. Variety of equipment, strength and
cardiovascular equipment
5. To make progress with my personal goals
6. To get my workout in, rather than to socialize
7. To have fun
8. My friends and family work out at the health club
9. Access to group exercise classes
10. Access to fitness professionals
11. I feel obligated to go because of the money
I spend on membership
12. The social aspects of the health club

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WHY PEOPLE LEAVE A HEALTH CLUBTHE AMERICAS - THE UNITED STATES
WHY MEMBERS QUIT HEALTH CLUBS
Question: Why did you leave/quit your former health club?
45.5%
28.1%
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
27.6%
17.1%
15.4%
12.5%
11.8%
9.0%
8.0%
6.3%
5.3%
5.3%
5.3%
4.4%
4.2%
4.0%
1. It was too expensive/I could not afford it
2. I wasn’t using my membership/
I wasn’t going to the club
3. I could exercise somewhere else for free
4. It was too crowded
5. I moved/the location was no longer convenient
6. I felt out of place
7. I lost my job
8. I developed an injury/surgery/other condition
9. I did not like to exercise
10. Nobody I knew went to my former health club
11. I didn’t reach my fitness goals
12. There was no one there to guide me
13. It was too intimidating
14. I wanted to participate in another type
of exercise outside the club
15. I met my fitness goals
16. I didn’t know what to do there

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WHY PEOPLE DONT JOIN A HEALTH CLUB
15.
16.
4.2%
4.0%
0 10 20
WHY PEOPLE DON’T JOIN HEALTH CLUBS
Question: What keeps you from joining a health club now?
50.7%
27.7%
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
21.6%
18.1%
15.0%
11.1%
9.6%
9.6%
9.0%
7.8%
7.6%
7.6%
5.1%
3.2%
1. Too expensive/cannot afford
2. I exercise somewhere else for free
3. No time
4. I do not exercise
5. I would feel out of place
6. I participate in another type of exercise outside
the health club
7. Nobody I know goes to a health club
8. There is no health club located close to me
9. It’s too crowded
10. I am too out of shape to even think about it
11. I don’t know what I would do there
12. I have an injury/surgery/other condition
13. I am not sure there is someone there to guide me
14. I might hurt myself
© COPYRIGHT 2013 IHRSA | IHRSA GLOBAL REPORT 39IHRSA.ORG

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THE FUTURE OF FITNESS - WHITE PAPER
THETRENDSTHATWILLSHAPEHUMANFITNESSANDACTIVITY

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Era of New è Age of Now
Attention Participation
Inform Inspire
Interruption Interaction
Return on Investment Return on Involvement
Pumping Markets Creating Movements
TO WIN ACCELERATE INTO THE NOW…

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0
10
20
30
40
50
60
1960 1970 1980 1990 2000 2010 2020 2030 2040
US ADULT FITNESS CLUB PARTICIPATION

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FITNESS CLUBS ARE AT RISK OF
STAGNATION
We are witnessing segmentation rather than
innovation, while competitive industries are
evolving e.g.
•  Online Exercise
•  Fitness Games
•  New Sports
•  Nutrition And Medicine

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SEGMENTATION IN THE CLUB WORLD
•  Budget Gyms
•  Micro Gyms
•  24/7 Gyms
•  MMA/Boxing Gyms
•  Cross Fit Studios

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BUDGET CLUBS @ $10-$15/month

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24/7 CLUBS @ $30 month

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MICRO-GYMS @ $100-$200 month

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MMA/BOXING STUDIOS @ $40-80 month

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CROSS FIT STUDIOS @$100-$150 month

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•  HEALTH – Make clubs more holistic
•  COMMUNITY – Make clubs more social
•  EXERTAINMENT – Make exercise more fun
THREE AREAS OF OPPORTUNITY

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When we ask people why they want to join a fitness
club they say things like weight loss, toning up, getting
fitter, feeling better, improving their health.
These all come under the heading of “results”. But
people can get these results without joining or coming
to the gym
THE INTERESTING TRUTH ABOUT RESULTS

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Because they lack MOTIVATION
We are in the motivation business.
Whether they know it or not, the world’s best clubs are
masters of meeting this need…
SO WHY DO THEY JOIN OUR CLUBS?

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“If you can’t measure something you can’t manage it.”
Q1: So how do we measure motivation?
Q2: How do we know if we’re doing a great job of
motivating people?
HOW CAN WE MANAGE MOTIVATION?

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In simple terms we can assess our performance by
member attendance and their frequency
Become obsessive around understanding what makes
members attend more often and measuring this
People who attend the club more often will refer more
friends, stay longer and pay more.
Attendance is the most important metric in our industry.
MANAGE MOTIVATION WITH ATTENDANCE

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#1 HEALTH
MAKE CLUBS MORE HOLISTIC

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•  CROSSFIT – 5,000 clubs – $200 per month
•  ORANGE THEORY – $23 per class/$159 per month
•  SOUL CYCLE – $32 per class + $30 to reserve a bike
•  PURE YOGA (NYC) – $145-$165 per month
•  KOSAMA, OMNI, FITNESS TOGETHER, TITLE
BOXING, UFC ETC

INSIGHT: PEOPLE ARE PREPARED TO PAY
MORE TO ATTEND MICROS THAN
TRADITIONAL CLUBS

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CLUBS WITHIN CLUBS – LES MILLS RIDE
LES MILLS RUN, LES MILLS TRI
Products created as specific event training
programs. Designed around an organised
event (eg marathon, cycle challenge,
triathlon).
Training organised in 8 or 12 week blocks with
an emphasis on guidance, support and
motivation. Clear sense of purpose
culminating in the event itself and the personal
satisfaction of completing it.
Participants pay the club direct, prices vary.
Available to both members and non-members.

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SOCIAL NUTRITION UNLEASHED

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SOCIAL MEDIA IS REVOLUTIONIZING OUR
ABILITY TO COMMUNICATE
But…
It’s not as easy as it looks.
Engagement, interest and
authenticity are key.
Otherwise it’s meaningless

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3 QUESTIONS OF ANYTHING YOU CREATE

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DO I WANT TO SEE THIS AGAIN?

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DO YOU WANT TO SHARE IT?

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DO YOU WANT TO IMPROVE IT?

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•  Education = Motivation
•  Between 2006-2016 the cost of
the American health system will
almost double to $4.1 trillion per
year*.
•  It seems that our health is
deteriorating at almost as quickly
as these costs are increasing.
The current system clearly isn’t
working - there’s got to be a better
way!
*2006 US Treasury Report
THE HEALTH OPPORTUNITY

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EDUCATION - BECOME TRUE ‘HEALTH CLUBS’
Health clubs need to become more than
just places where people go to use
exercise machines! We need to become
true providers of holistic health.
Education changes lives and your
members will love you for it. A few
places to start:
• Mercola.com
• Younger Next Year – Crowley/Lodges
• The Omnivore’s Dilemma – Michael
Pollan
• You: The Owner’s Manual – Roizen/Oz

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START A CONVERSATION WITH MEMBERS
Create a personal relationship with
Your members
Choose the right medium for them:
One way communication?
Two way?
Social media?

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“Create a cause, not a business”
- Tom Peters
STAND FOR SOMETHING
People don’t come to work to
increase shareholder value, they
want to make a difference!

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The most successful
businesses in the world
care about more than just
making money…
STAND FOR SOMETHING

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We are the exact opposite of the
cigarette and junk food companies
and we have an intimate relationship
with a large percentage of the world’s
wealthiest people.
LET’S CREATE A FITTER PLANET
The world is facing a great holistic health
challenge and our industry is perfectly
positioned to play a big part in the solution.

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CASE STUDY - THE LITTLE GREEN BOOK

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1.  Reduce facility costs
2.  Attract more members
3.  Improve member health
4.  Increase staff engagement
5.  Improve environment
6.  Mitigate global risk
REASONS TO BECOME A GREEN FACILITY

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CASE STUDY – LES MILLS NZ

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FITTER FOOD
We can change our health and
that of the planet by one simple
means:
What we put in our mouths…

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Individuals and businesses cannot be
allowed to destroy our greatest communal
assets. Our leaders need to lead on these
initiatives :
• Physical education back in schools, junk
food out
• Better urban design
• Tax incentives to be slim and fit
• Encourage healthy eating (tax junk food!)
• Healthier environment
FITTER FACILITIES GOVERNMENT

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There are hundreds of great ideas, from
low energy lighting and appliances, to low-
flow shower heads and toilets, to signing
with a renewable energy provider or even
installing solar energy.
Have a professional green audit done on
your business. There are incredible
savings to be made in resource use and
your own money.
FITTER FACILITIES

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#2 EXERTAINMENT
MORE MOTIVATING EXERCISE ENVIRONMENTS

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GROUP FITNESS SPACES
CHECK OUT LES MILLS WORLD CLASS STUDIO SEARCH AT
WWW.LESMILLS.COM

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SMALL GROUP/ TEAM TRAINING
SPACES

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#3 COMMUNITY
MAKE CLUBS MORE SOCIAL
The most powerful way to create
social connections is to offer
assisted exercise:
1.  Personal Training
2.  Small Group Team Training
3.  Group Exercise
“Most of us aren’t really health clubs, we’re not
even clubs. We’re just places where people come
to lift weights and run on a treadmill”
– Michael Scott Scudder

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Personal
Training 10%
Small Group
Training 4%
Unassisted
Exercise
Group
Exercise
36%
50%
BENCHMARKS FOR
HIGH PERFORMING FACILITIES
Research indicates that group exercise
is the most effective way of creating
motivation for the average fitness
member and for the vast majority of
fitness facilities
Group exercise attracts and motivates
the masses. Some of the world’s most
successful facilities have over 50% of
their attendances in group exercise.
“Group Exercise members attend more
regularly, remain members for longer,
make more referrals, perceive greater
value in their memberships (i.e. will pay
more) and do not leave when a budget
gym opens nearby!”1
MOTIVATION MASTERY DRIVES ATTENDANCE

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Top performing Les Mills licensed clubs remain strong:
have many more members, offer more classes per week,
and attract twice as many participantsper class than at the global level
1
3
Key Metrics For Top Clubs Based On Total Group Fitness Attendance(1)(2)
Notes: 1. Out of 1,011 Les Mills licensedclubs surveyed;
2. GlobalAverage is based onweighted survey responses, data for top clubs is based on unweightedsurvey responses
GLOBAL
AVERAGE
TOP 20
AVERAGE
TOP 50
AVERAGE
TOP 100
AVERAGE
TOP 250
AVERAGE
TOP 500
AVERAGE
TOTAL MEMBERS 1,454 10,579 7,940 6,446 5,128 4,050
TOTAL WEEKLY ATTENDANCES 1,505 10,589 8,782 7,431 5,859 4,614
GROUP EXERCISE WEEKLY
ATTENDANCE
559 3,615 2,773 2,238 1,677 1,284
LES MILLS WEEKLY ATTENDANCE 209 2,196 1,578 1,225 856 629
GROUP EXERCISE WEEKLY CLASSES 35 120 105 91 73 60
LES MILLS WEEKLY CLASSES 13 61 52 44 34 27
AVERAGE WEEKLY CLASS
ATTENDANCE
16 30 26 25 23 22
AVERAGE LES MILLS WEEKLY CLASS
ATTENDANCE
15.5 35.8 30.5 28.1 25.3 23.1
WEEKLY ATTENDANCE PER MEMBER 1.0 1.0 1.1 1.2 1.1 1.1
LESSONS FROM TOP 500 GX OPERATORS

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Les Millslicensed clubs that achievethe highest number of GF attendancesper week are
typicallylarge clubs or those clubswith a large share of Les Millsprograms in the timetable
17
Top Twenty Clubs Based On Total Group Fitness Attendance(1)(2)
Notes: 1. Out of 1,011 Les Mills clubs surveyed; (2) NA=data not available; (3) Small: Club <1,800m2/19,375ft2; Medium: Club up to 3,150m2/33,900ft2; Large: Club over > 3,150m2/33,900ft2
Ranking Club Name
Weekly Group
Fitness
Attendances
GF Share of
Total
Attendances Country Club Size(3)
1 LES MILLS AUCKLAND CITY 10,279 66% NewZealand Large
2 LES MILLS EXTREME 5,015 51% NewZealand Small
3
LAS VEGAS ATHLETIC CLUB--
GREEN VALLEY
4,672 20% USA Large
4
LAS VEGAS ATHLETIC CLUBS--
RAINBOW
4,347 17% USA Large
5 LES MILLS NEW LYNN 3,524 54% NewZealand Medium
6
LAS VEGAS ATHLETIC CLUBS-
WEST FLAMINGO
3,428 11% USA Large
7 LIIKUNTAKESKUS HUKKA 3,345 50% Finland Large
8 LES MILLS CHRISTCHURCH 3,269 61% NewZealand Large
9 ACCROSPORT LE HAVRE 3,121 66% France Large
10 スポーツクラブＯＳＳＯ南砂 3,051 71% Japan Large
LEARNINGS FROM THE TOP 10

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18
Top Twenty Clubs Based On Total Group Fitness Attendance(1)(2)
Notes: 1. Out of 1,011 Les Mills clubs surveyed; (2) NA=data not available; (3) Small: Club <1,800m2/19,375ft2; Medium: Club up to 3,150m2/33,900ft2; Large: Club over > 3,150m2/33,900ft2
Ranking Club Name
Weekly Group
Fitness
Attendances
GF Share of
Total
Attendances Country Club Size(3)
11 BURLINGTON MALL 3,021 39% Canada Large
12 LES MILLS BRITOMART 2,892 40% NewZealand Medium
13 DOWNTOWN ORLANDO YMCA 2,850 35% USA Large
14 ANON_01346 2,824 NA USA NA
15 LES MILLS HUTT CITY 2,818 52% NewZealand Medium
16 BLACKWOOD FITNESS 2,817 43% Australia Large
16 ANON_01639 2,817 98% USA Large
18 WATERLOO WEBER STREET 2,775 34% Canada Large
19 24H FITNESS_00496 2,726 NA USA NA
20 24H FITNESS_00892 2,702 NA USA NA
Les Millslicensed clubs that achieve the highest number of GF attendancesper week are
typicallylarge clubs or those clubswith a large share of Les Millsprograms in the timetable
LEARNINGS FROM THE TOP 20

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GROWING BIGGER GROUP FITNESS
COMMUNITIES
Set your Weekly Group Fitness attendance BHAG
1.  What is your current group fitness weekly attendance?
2.  How many weekly visits do you think you could achieve in
3 to 5 years if your instructors were delivering the best
experience in every class in your facility? Twice bigger?
Three times bigger? Big Hairy Audacious Goal?
3.  What is this as a 12 month goal? __?___
__?___
BHAG ?

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Set your Weekly Group Fitness attendance BHAG
1.  What is your current group fitness weekly attendance?
2.  How many weekly visits do you think you could achieve in
3 to 5 years if your instructors were delivering the best
experience in every class in your facility? Twice bigger?
Three times bigger? Big Hairy Audacious Goal?
3.  What is this as a 12 month goal? 1500
1000
2000
GROWING BIGGER GROUP FITNESS
COMMUNITIES

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9 LES MILLS INTERNATIONAL © 2011
WHAT S THE SIZE OF THE GROUP
FITNESS PRIZE?
BHAG - Group Fitness Weekly Attendance =
Divide the result by 3* (1000/3)
Multiply it by your average yearly membership** (333 x 600)
$___________
*Average number of GF visits per week per person in LES MILLS™ facilities

** $600

2000 -1000
200,000

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8 KEY ELEMENTS OF GROUP EXCELLENCE

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IMPLEMENT A SCORECARD

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94
TOTAL GROUP ATTENDANCE
KEY GROUP PERFORMANCE BENCHMARK
CURRENT
PERFORMANCE
KPI’s
GROWTH POTENTIAL
Benchmarks
GOALS
Long and short/medium
terms
§ Weekly GF Attendance
§ % Attendance to GF vs
Weekly Club Visits
§ Total Club Members and
% Members “active”
§ Current TT Max Capacity
§ Max Studio Capacity
Maximum number of classes you
can offer on your timetable per
week x maximum number of
people you can fit in each class
Choose your numbers of classes:
Example:
Week days = 8-12 per day
Weekend = 6-8 per day
50-75+ classes per studio each
week
§ BHAG: GF weekly
attendance at 3 to 5 years:
§ Potential annual profit
increase:
§ 12-month goal:
LES MILLS INTERNATIONAL © 2011

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1.  Set goals for growth
•  Weekly Group Fitness attendance and Individual class targets for instructors
•  Learn what really motivates people to achieve numbers…
2.  Count numbers in every class
3.  Analyze the data: measure performance versus targets
•  Weekly Group Fitness attendance, % facility visits delivered by Group Fitness
•  Average attendance per class, Individual class performance versus target:
class ranking and/or cost per head
•  Program performance (program rankings)
4.  Publish the results to your instructors
5.  Set a plan for growth
95
KEY ACTIONS

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MAXIMIZE YOUR SCHEDULE

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THE FASTEST, SIMPLEST
WAY TO INCREASE WEEKLY
ATTENDANCE IS TO GIVE
PEOPLE MORE OF WHAT
THEY WANT
LET YOUR MEMBERS VOTE WITH
THEIR FEET. GIVE MORE CLASSES
TO YOUR MOST POPULAR
PROGRAMS AND INSTRUCTORS,
LESS TO THE LESS POPULAR
97

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TOP ATTENDANCE DRIVERS

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The research on top operators with
high weekly attendance highlights that
five categories drive three quarters of
all weekly group exercise attendance.
Offering at least one “best in category”
format is critical to driving high weekly
group exercise attendance .
Many operators make the strategic
mistake of either offering mediocre
quality in the five key categories and
or offering too many formats in the
other category
BUCKETOLOGY OF GROUP EXERCISE

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1.  Give people more of what they want (5 actions)
•  Get your program offer right using Needscope Model
•  Offer programs matching the commercial formula
•  Identify your top performing programs and offer them more frequently
•  Offer the right program mix:
•  70% Core, 20% Specialty, 0 -10% Service
•  Identify top instructors and schedule them more often
SCHEDULE DESIGN: 5 STRATEGIES TO
DRIVE GROWTH

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2.  Simplify your offerings:
•  8 to 12 great programs versus 45+ activities
3.  Think horizontally, not vertically.
•  In each 2-hour time slot, offer:
•  At least one opportunity per week to do a cardio, strength/toning,
mind body/stretching workout
•  Your ‘core’ programs at least twice a week
4.  Give instructors class ownership
•  Subject to a review of performance vs. targets
5.  Consider scheduling express classes
•  30 or 45 mins
101
SCHEDULE DESIGN: 5 STRATEGIES TO
DRIVE GROWTH

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SIMPLIFY YOUR OFFERINGS
ANALYZE AND ACTION PLAN YOUR
CURRENT TIMETABLE
ANALYZE
•  How many different programs
do you currently offer?
ACTION PLAN
•  Condense class offerings
•  Group similar programs and
streamline in-class experiences
•  Remove low-attended programs
offered 1-2x/week

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Source:

AC
Nielsen
Research

SMART PROGRAMMING – BASED ON
CONSUMER NEEDS
1

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THINK HORIZONTALLY, NOT VERTICALLY
KEY PRINCIPLES
Schedule:
•  Core programs at least twice
weekly within a 2-hour
timeframe
•  Cross-training variety within a
2- hour timeframe across the
week
1

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ONGOING SCHEDULE MANAGEMENT
TO GROW NUMBERS
TRAFFIC LIGHTING TECHNIQUE
3 ACTIONS
1. Identify underperforming classes – Red lights
2. Pinpoint the cause(s) of underperformance
•  Program, Instructor
•  Time slot/Schedule, Marketing
•  Politics
3. Set an action plan
105

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MANAGEMENT TO PINPOINT THE
CAUSE OF UNDERPERFORMING TIME
SLOTS
1
5 POSSIBLE AREAS OF
UNDERPERFORMANCE
POTENTIAL CAUSE OF THE PROBLEM
PROGRAM Poor quality, poor fit for club, wrong program for time-slot
INSTRUCTOR Poor instructing skill-set, instructor doesn’t fit essence of
program;
instructor doesn’t teach appropriately for audience (i.e.
necessary options)
TIME-SLOT Tough time-slot to fill (warning: don’t jump to conclusions
too soon!)
MARKETING Program isn’t being effectively marketing internally or
externally
INTERNAL COMMUNICATION/
POLITICS
Group of members or staff undermining program success
or ‘boycotting’ classes

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WHAT ABOUT YOUR SCHEDULE?
RATE YOUR CURRENT DESIGN ON A SCALE
OF 1-5 ON ITS EFFECTIVENESS TO SELL
YOUR GF PROGRAM
RATE WITH 1 BEING LOWEST, 5 BEING HIGHEST
•  Even our staff has trouble figuring it out
•  Everything’s there, but it’s somewhat confusing or boring
•  It looks OK.
•  It’s organized and easy to read, but could use some improvement
•  It’s simple, inspiring, professional, members can read it and staff
can easily recommend classes
1

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GOOD SCHEDULE - BAD SCHEDULE
http://to.ly/mCKC
http://to.ly/mCKB
http://to.ly/mCKz
http://to.ly/mCKw
http://tiny.cc/jdn40w

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BUILDING UP A GREAT
TEAM OF INSTRUCTORS
IS THE BEST THING YOU
CAN DO FOR YOUR
BUSINESS
NO MATTER WHAT
YOUR VISION, MISSION
OR BHAG, YOU ARE
GOING TO NEED
GREAT PEOPLE TO
GET YOU THERE
110

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A SINGLE GREAT INSTRUCTOR
CAN BRING HUNDREDS OF MEMBERS
AND $$ TO YOUR FACILITY

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A TEAM OF GREAT INSTRUCTOR CAN
BRING THOUSANDS OF MEMBERS
AND $$ TO YOUR FACILITY

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CASTING IS EVERYTHING
INVEST TIME AND RESOURCES TO
SEEK OUT THE INSTRUCTORS &
TALENT FOR TOMORROW, WHO VE
THE POTENTIAL TO PACK THE ROOM
113

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INCREASE THE COMMITMENT AND
LOYALTY OF YOUR INSTRUCTORS.
INCENTIVIZE AND RETAIN TOP
PERFORMANCE INSTRUCTORS.
CREATE A SYSTEM THAT COMBINES
FINANCIAL AND NON-FINANCIAL
REWARDS.

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ORGANIZE A GREAT
TRAINING PROGRAM FOR
YOUR TEAM

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CONSTANTLY DEVELOP YOUR TEAM
TOWARDS MASTERY IN THE 5 KEY
ELEMENTS OF TEACHING

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1
Training Actions LES MILLS™ Driven Club Driven
Selection of candidates & preparation before Initial Module ✓

Instructor Initial Training– 2 days ✓

Clearance to teach at end of training – grading system ✓

Team-training before Launch ✓

Prepare instructors for certification and submit videos (8
weeks after initial training)
✓

Instructor International Certification ✓

Ongoing training - Quarterly Workshops/Continuing
Education
✓

In-house Quality Control and Instructor Development ✓

Team-training before Quarterly Launch ✓

Advanced Instructor Module training – AIM Modules 1 & 2 ✓

Advanced and Elite Certifications ✓

IMPLEMENT A TRAINING PROCESS THAT
BUILDS ROCK STARS IN A SHORT TIME

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DEVELOP THE BEST STUDIO
YOU CAN AFFORD

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CREATE A WORLD-CLASS DESTINATION
5 TOP EXPERIENTIAL DESIGN PRIORITIES
TO ENHANCE PARTICIPANTS
EXPERIENCE
1.  Sound and microphone: The best you can afford – think concert; if
unbalanced, it makes a difference to attendee experience
2.  Stage: Design and position – big enough to fit 2 or 3 instructors.
Think theater and minimizing side views if possible.
Use side screens and backdrop – project mood-enhancing images
3.  Lighting: Theatrical stage lighting to enhance dramatic impact
4.  Mirrors: Have none if possible or have them at the side – never behind the
stage, as they distract and detract from the experience
5.  Décor: Colors and branding can be very powerful to enhance mood – it
should feel like a strong, athletic, fun zone
119

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CREATE A GROUP
FITNESS MARKETING PLAN

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THE POWER OF BRANDS TO GROW NUMBERS
- WHICH ONE DO THE CONSUMERS WANT?
OR
OR
BODY SCULPTING
DANCE
OR
OR
SUSPENSION TRAINING

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KEY ACTIONS
1.  Develop an annual group fitness marketing plan to grow
membership and profit.
2.  Launching Program/s
3.  Group X Re-launch Events
4.  Ongoing promotion on the benefits of Group X
122

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THE SALES / EVENT EXPERIENCE EFFECT
Experience When you host GF events, you are
selling non-members an experience,
not a membership – this makes selling
so much easier
Sales

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PLAN FOR SUCCESS

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KEY ACTIONS

•  Create a budget to cost, prioritize
and document your plan to achieve
your GF BHAG
•  Give ownership of it to your Group
Fitness Leader
•  Report on performance against
targets to both management and
your team, monthly and quarterly
•  Work with your team to win the next
plays

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APPOINT OR BE A WORLD
CLASS GROUP LEADER

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A GREAT GROUP FITNESS MANAGER CAN
CHANGE THE FUTURE OF YOUR FACILITY
•  A single great instructor can bring in hundreds of members
over time - a great Group Fitness Manager will build a team
that will bring thousands.
•  Recruit a Group Fitness manager with the passion, experience
and drive to build ENTHUSIASM and SUCCESS at your club
•  The Group Fitness Manager is a strategic hire
127

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Health club attendance has become
the biggest adult “sport” in the
Western World. Bigger than
football, tennis and golf combined.
But we have traditionally lacked the
excitement and social engagement
of sports, and behaved more as
gyms than as true health clubs. The
faster we can change that, the
bigger our future
THE BIG OPPORTUNITY

IDEA World 2013 Future of Fitness

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