Cliff Note Presentation on the Hottest Trend in Fitness - Small Group Team Training. Case Study of Les Mills GRIT SERIES

1. GROWING MEMBERSHIP AND PROFIT
SMALL GROUP TRAINING OPPORTUNITY
1 LES MILLS INTERNATIONAL © 2012

2. WHAT DO PEOPLE WANT?
WHY DO THEY
JOIN A FITNESS
FACILITY?
2 LES MILLS INTERNATIONAL © 2012

3. THE FUTURE
OF FITNESS
1.
EXERTAINMENT
2.
COMMUNITY/BUILDING BONDS
3.
HEALTH/RESULTS
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4. RESULTS &
MOTIVATION
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5. V
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6. MAKE EXERCISE
SOCIAL
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7. SMALL GROUP TRAINING SWEETSPOT
EXERTAINMENT
RESULTS
SGT
SOCIAL
LES MILLS INTERNATIONAL © 2012

8. TRENDS:
STUDIOS ARE DRAWING
CONSUMERS
GYM
SGT STUDIO
LES MILLS INTERNATIONAL © 2012

9. CASE STUDY:
VITAL STATS
THE GOAL
• 90,000
sq
'
full
service
facility
• Sell
40
packages
at
$199
each
• Over
12,000
members
THE GAME PLAN
THE FINAL SCORE
• The
Les
Mills
GRIT™
Series
as
SGT
• 64
packages
sold
• 8
week
Challenge
• $12,700
Gross
• Market
the
program
• 39
packages
new
to
PT
• Offer
value
LES MILLS INTERNATIONAL © 2012

10. SGT POSITIONING:
CENTRIC
PERSONAL TRAINING
SMALL GROUP TRAINING
GROUP EXERCISE
LES MILLS INTERNATIONAL © 2012

11. ENGAGEMENT:
MEMBER
LES MILLS INTERNATIONAL © 2012

12. MEMBER PROGESSION:
PERSONAL
TRAINING
SMALL
GROUP
UNASSISTED TRAINING
WORKOUTS
LES MILLS INTERNATIONAL © 2012

13. REVENUE STREAMS:
PT REVENUE STREAM
SMALL
UNASSISTED PERSONAL GROUP
GROUP
EXERCISE
TRAINING
EXERCISE
TRAINING
LES MILLS INTERNATIONAL © 2012

14. PT POTENTIAL:
REVS UP PT EARNING POTENTIAL
• Great
opQon
for
new
trainers
and
those
looking
for
exposure
• Personal
Trainers
make
more
money
• Would
you
rather
train
1
on
1
for
$60
per
session
or
train
6
clients
paying
$20
per
session?
LES MILLS INTERNATIONAL © 2012

15. SUMMARY
FILL THE TEAM VOID
INCREASE ENGAGEMENT
ACCESSIBLE PT
MORE MONEY
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LES MILLS INTERNATIONAL © 2012

16. SMALL GROUP
TRAINING:
HOW
7 KEYS TO
SUCCESS
16 LES MILLS INTERNATIONAL © 2012

17. SMALL
GROUP TRAINING
7 KEYS TO
SUCCESS
#1
• CLEAR AND MARKETABLE
TRAINING OBJECTIVES
GREAT
• NO GUESS WORK
• LESS TRAINER
PROGRAMMING
DEPENDENT
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LES MILLS INTERNATIONAL © 2012

18. SMALL
GROUP TRAINING
7 KEYS TO
SUCCESS
#2
TRENDS
MATTER
18 LES MILLS INTERNATIONAL © 2012

19. TOP TRENDS
GROUP PERSONAL TRAINING
CERTIFIED PROFESSIONALS
STRENGTH TRAINING
#2
BODYWEIGHT TRAINING
CHILDREN AND OBESITY
WEIGHT LOSS
TRENDS
EXERCISE FOR OLDER ADULTS
PERSONAL TRAINING
MATTER
FUNCTIONAL FITNESS
CORE TRAINING
Thompson,
W.
Health
&
Fitness
Journal,
Oct.
29,
2012.
News
release,
American
College
of
Sports
Medicine
19 LES MILLS INTERNATIONAL © 2012

20. • GET THE RIGHT TRAINING RATE
1. DROP
IN
RATE:
$10-­‐25
per
workout
2. BULK
SESSIONS:
Discount
15-­‐25%
3. PREMIUM
MEMBER:
Limited
or
unlimited
4. PROGRAM
BLOCK:
1
price
based
on
2-­‐3
workouts
per
week
#3
NAIL THE
BUSINESS MODEL
20 LES MILLS INTERNATIONAL © 2012

21. SMALL
GROUP TRAINING
7 KEYS TO
SUCCESS
#3
NAIL THE
BUSINESS MODEL
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22. SMALL
• GET THE RIGHT TRAINING RATE
GROUP TRAINING
• GET THE RIGHT PAY RATE
7 KEYS TO
1. Flat
Rate
(eg
$20-­‐$40
per
30
min
session)
2. Commission:
30-­‐40%
for
small
group
3. Per
Head
(eg
$10
base
+
$2-­‐$4
per
head)
SUCCESS
#3
NAIL THE
BUSINESS MODEL
22 LES MILLS INTERNATIONAL © 2012

23. • SET A GOAL
1. GROSS
REVENUE:
Annual,
monthly
2. TRAINING
RATE
–
SESSIONS/WEEK
3. CLIENTS,
PACKAGES,
or
MEMBERSHIPS/MONTH
4. DEMOS
and/or
APPOINTMENTS
#3
NAIL THE
BUSINESS MODEL
23 LES MILLS INTERNATIONAL © 2012

24. EXAMPLE ONE:
THE MODEL
THE RESULTS
• Premium
=
$15
• Gross:
$6000
per
month
• Bulk
discount
=
$12
• Net:
$4800
per
month
• Two
30
min
sessions/week
• 12
workouts,
10
per
workout
• Trainer
pay
=
$10
base
+
THE GOAL
$2
per
head
• 60
clients
#3
NAIL THE
BUSINESS MODEL
24 LES MILLS INTERNATIONAL © 2012

25. OPTION TWO:
THE MODEL
THE RESULTS
• 6
week
bootcamp
• Gross:
$7000
per
• Package
=
$120
bootcamp
• Unlimited
sessions
• Net:
$5800
per
• 12
x
30
min
workouts
per
bootcamp
week
• Flat
Trainer
pay
=
$20
THE GOAL
• Sell
60
packages
(10
per
workout
2
x
per
#3
week)
NAIL THE
BUSINESS MODEL
25 LES MILLS INTERNATIONAL © 2012

26. SMALL
GROUP TRAINING
7 KEYS TO
SUCCESS
#4
GET EVERYONE
ON BOARD
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27. #4
• EQUIP ALL STAFF WITH INFO
• BRIDGES GAPS BETWEEN
GET EVERYONE
DEPARTMENTS
• CREATES
ON BOARD
COMMUNITY
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LES MILLS INTERNATIONAL © 2012

28. QUALIFICATION
PERSONALITY
LEADERSHIP
BUY-IN
#5
RECRUIT AND TRAIN
THE RIGHT PEOPLE
28 LES MILLS INTERNATIONAL © 2012

29. #6
• VISIBLE MARKETING TOOLS
• EMAIL AND SOCIAL MEDIA
GET THE
• DEMO WORKOUTS
• OFFER DEALS AND
WORD OUT
INCENTIVES
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LES MILLS INTERNATIONAL © 2012

30. SMALL
GROUP TRAINING
7 KEYS TO
SUCCESS
#6
GET THE
WORD OUT
30 LES MILLS INTERNATIONAL © 2012

31. SMALL
GROUP TRAINING
7 KEYS TO
SUCCESS
#7
DIFFERENTIATE
FROM GROUP EXERCISE
31 LES MILLS INTERNATIONAL © 2012

32. • LIMIT NUMBERS 3 - 9
• TRAIN OUTSIDE THE GROUP EX STUDIO
• RECRUIT AND TRAIN PERSONAL
TRAINERS
• OFFER FITNESS EVALUATION,
NUTRITION AND TEAM BUILDING
#7
DIFFERENTIATE
GROUP EXERCISE
FROM
32 LES MILLS INTERNATIONAL © 2012

33. KEY TO SUCCESS
YOUR ACTION
GREAT PROGRAMMING
Aim for a range of relevant programs that are
#1
motivating
TRENDS MATTER
Be on top of lasting trend. Avoid fads.
#2
Re-engage members
NAIL THE BUSINESS MODEL
Set a clear goal and choose a model that
#3
supports. Try business support
GET EVERYONE ON BOARD
In-depth Program knowledge.
#4
Educate staff on benefits
RECRUIT AND TRAIN THE Qualified professionals
#5
RIGHT PEOPLE
Find new talent and support growth
GET THE WORD OUT
Create or contract awesome marketing
#6
material. Use all avenues to promote
DIFFERENTIATE FROM
#7
GROUP FITNESS
Have a solid implementation plan in place
33 LES MILLS INTERNATIONAL © 2012

34. HOTTEST SGT TREND:
EQUIPMENT BASED
SKILLS BASED
• HIGH INTENSITY INTERVAL TRAINING
• BOOTCAMPS
• STRENGTH TRAINING
• WEIGHT LOSS
• CORE TRAINING
RESULTS BASED
• FUNCTIONAL TRAINING
• CROSS TRAINING
• MARTIAL ARTS
LES MILLS INTERNATIONAL © 2012

35. SMALL GROUP
TRAINING:
WHAT
LES MILLS INTERNATIONAL © 2012

36. • DELIVERS FASTER RESULTS WITH SHORTER WORKOUTS
• SUPPORTS LEAN MUSCLE AND FAT LOSS THROUGH
HIGHER HGH PRODUCTION
• IMPROVES AEROBIC CAPACITY
• SIGNIFICANTLY INCREASES
WHAT IS
METABOLISM
• BURNS MORE FAT
HIIT?
36 LES MILLS INTERNATIONAL © 2012

37. WHAT IS THE DIFFERENCE
WHEN YOU SUBSTITUTE
SUBMAXIMAL CARDIO
FOR HIIT?
HIIT
RESEARCH
37 LES MILLS INTERNATIONAL © 2012

38. TRIGLYCERIDE
DECREASE
Group 1 3.1%
No GRIT
Group 2
14.5%
GRIT
DIFF -11.4%
38 LES MILLS INTERNATIONAL © 2012

39. OXYGEN CONSUMPTION
INCREASE
Group 1 1.7%
No GRIT
Group 2
6.4%
GRIT
DIFF +4.7%
39 LES MILLS INTERNATIONAL © 2012

40. TOTAL BODY FAT
DECREASE
Group 1 0.8%
No GRIT
Group 2 2.1%
GRIT
DIFF -1.3%
40 LES MILLS INTERNATIONAL © 2012

41. BACK STRENGTH
INCREASE
Group 1
No GRIT
8.4%
Group 2
GRIT 21.9%
DIFF +13.5%
41 LES MILLS INTERNATIONAL © 2012

42. THE FACTS:
PENN STATE RESEARCH
We
conducted
a
six
week
intervenQon
to
find
out
if
LES
MILLS
GRIT™SERIES
can
improve
the
health
and
happiness
of
already
fit
adults
GROUP 1 – NO GRIT
GROUP 2 - GRIT
• No
LES
MILLS
GRIT™SERIES
• 2
x
30
minute
• 3
x
60
minute
cardio*
LES
MILLS
GRIT™SERIES
• 2
x
60
minute
BODYPUMP™
• 2
x
60
minute
cardio*
• 2
x
60
minute
BODYPUMP™
*Cardio
could
be
a
combinaQon
of
Les
Mills’
BODYATTACK™,
BODYCOMBAT™,
RPM™
or
BODYSTEP™
Two
groups
of
42
fit
adults
worked
out
five
hours
each
week.
42 LES MILLS INTERNATIONAL © 2012

43. RESULTS
AND
MOTIVATION
WHY?
• Improve
member
bonds
A
HOW?
• Improve
access
to
PT
• Everybody
wins
• Programming
• Recruit/Train
BIG
• Everyone
on
board
• DifferenQate
• Promote
• Trends
• Nail
business
model
WHAT?
OPPORTUNITY
43
• What’s
trending?
• HIIT
is
hot
LES MILLS INTERNATIONAL © 2012

44. CONTACT YOUR LES MILLS AGENCY FOR MORE INFROMATION
ON MAKING SMALL GROUP TRAINING WORK FOR YOU
44 LES MILLS INTERNATIONAL © 2012