Membership Unleashed by Les Mills - Club Industry Seminar 2012

UNLEASHING YOUR MEMBERSHIP POTENTIAL WITHOUT
CUTTING SERVICES OR DISCOUNTNG PRICES
FUTURE OF FITNESS

1 LES MILLS INTERNATIONAL © 2011

THE FITNESS INDUSTRY HAS EXPERIENCED MASSIVE
GROWTH IN THE LAST 40 YEARS…
60
Health & Fitness facility attendance has
50 become the biggest adult ‘sport’ in the
Western world.
40 Bigger than football, tennis and golf
combined …
30 We thought all stars we aligned for further
20 growth…

10
US Adult Fitness Club Participation
0
1960 1970 1980 1990 2000 2010 2020 2030 2040

LES MILLS INTERNATIONAL © 2011

FUTURE OF FITNESS
THE WHITE PAPER OUTLINES INDUSTRY ‘CHALLENGES’ THAT
POSE AN ALARMING THREAT TO FUTURE SUSTAINABILITY,
GROWTH AND SUCCESS…


OUR INDUSTRY IS AT RISK…
•  Membership retention is the largest problem facing our industry today
•  Based on commodities and lacking the excitement and social
engagement of sports - We behaved more as gyms than as true health
clubs.
•  Competitive industries are evolving faster than us, eg:
•  Virtual exercise
•  New sports
•  Nutritional science
•  Medicine
•  Stagnating industry - Segmentation rather than innovations – The
industry has started to turn into itself – we are fighting for the same
customers instead of innovating to attract new ones ie Budget Clubs,
Micro Gyms.

MICRO GYMS
§ Many facilities worldwide are being hurt
by low-budget competitors.
§ At the same time, there are successful
new fitness models emerging (micro
gyms) eg:
•  Cross Fit Studios
•  Orange Theory - $23 per class
•  Kosama, Omni, Fitness Together, Title Boxing
•  Soul Cycle and Flywheel (US) – $32 per class
•  Pure Yoga (Asia and US) –
$145 to $165 per month
•  Exhale Spa (US) – $195 pm for classes-only
membership
•  People are willing to pay for value…


WHITE PAPER:
WHAT DO PEOPLE WANT? WHY DO THEY JOIN A GYM?
THREE AREAS OF OPPORTUNITY
1.
Exertainment
2.
Community/Building bonds
3.
Health


MOTIVATION

HOW CAN WE TELL WE ARE DOING A

GREAT JOB OF MOTIVATING PEOPLE?


IT’S SIMPLE THEY ATTEND MORE OFTEN…

AND YET THIS IS ONE OF THE LEAST AND
MOST POORLY MEASURED METRICS.

SO HOW CAN WE ‘MANAGE’ MOTIVATION

TO INCREASE ATTENDANCE?..


HOW THE BEST
FACILITIES INCREASE ATTENDANCE
1.  Design a high-energy workout environment
2.  Create a relationship selling and new
member induction system
3.  Recruit a team of great PTs, Small Group/
Team Trainers and Group X Instructors
4.  Build a ‘club within a club’ system for sports
and other activities
5.  Develop a member education and social
network communication system
LES MILLS INTERNATIONAL© 2011

MOTIVATING PEOPLE
1. DESIGNING A HIGH-ENERGY
WORKOUT ENVIRONMENT


15

MOTIVATING ATTENDANCE
§ 78% say “SPACE” to exercise is extremely/very important!
§ 60% say the “AMBIENCE” of the room is extremely/very important

“Exertainment”

18

22

30

31

BEST PRACTICE
2. MEMBERSHIP SELLING AND
NEW MEMBER INDUCTION


MEMBERSHIP SELLING
From Hard Transactional selling to Relationship Selling to Educative
Selling:
Shifting the MCs’ focus on providing relevant ‘solutions’ for a healthier and
happier lifestyle – not selling a gym membership
§ People join to get results and motivation but they stay because they
make friends - The Membership Consultant (MC) can be the first
powerful relationship…
§ People research and buy online more and more
§ We need to be more than the low-budget club – MCs need to bring
additional value to online buying


MEMBERSHIP SELLING
§ MCs to become Membership Coaches responsible for setting up the new
member for success
– 24 Hour Fitness
– 80% of prospects have been member of a gym before…
– No sales commission since last year
– They have cut from 12 sales consultant to 5 membership coaches
per centre
– Prices has increased and January 2012 has seen the highest
number of sales ever


MEMBERSHIP SELLING
§ MCs to become Membership Coaches responsible for setting up the new
member for success
§ LMNZ Case Study
– Shifted from hard selling to relationship selling in 2005
– MCs prescribe a training plan before the membership solutions:
– It increases the perceived value and allows for an educated decision to be made
– It creates ‘buy-in’ and commitment from prospect… It paves the road for new
members to become ‘addicted’ to exercise at your facility… and it creates a bond
with the MC.
– They are responsible and accountable for new member attendance
in first 3 months (21 visits)
§ Recruiting and training MCs properly so they can deliver educative sales
pitch and prescribe holistic fitness prescription and relevant exercise
recommendations based on the customers’ needs


MEMBER “GETTING STARTED” TOOLS


6
YOUR STAFF ARE ONE OF YOUR

LAUNCH AND PROMOTE
STEP 1 - Introduce your goals behind the
program(s) implementation and behind

BEST PROMOTIONAL TOOLS!
the launch event.

STEP 2 - Instructors teach the new program(s) so
the rest of the staff can experience it for

2-HOUR PRODUCT TEAM-TRAINING FOR ALL STAFF real, as participants and as beginners.

STEP 3 - Product knowledge. Give each staff
member a copy of the program(s) Getting
Boosting your attendance and membership sales partly depends on your team’s ability Started Brochure(s), a copy of the
to ‘sell’ your program(s) to your members and prospects. product knowledge page you have at the
end of your Club Performance Manual
Make sure you give them the skills to do it well! Run a dynamic and interactive team- and a copy of the GF Benefits board you
can find on eClub. Then organize 3 drills.
training session by using the following agenda.

Drill 1 - Features and benefits Drill 2 - Scenarios Drill 3 - Overcoming objections
Break down your staff in groups of 3 Break down your staff in 3 groups and give each group one of the Ask all of them individually the top 5
(ideally you want a mix of instructors following profiles: objections they believe people might have
and sales/front-desk team in each before they attend the class (why they
group) *40-year-old woman who hasn’t exercised properly for some years and is wouldn’t want to go initially) and the top 5
lacking in confidence but wants to lose weight and get back in better shape. objections to do it again post class
Allocate each group 3
characteristics of each program you *30-year-old guy, with a highly driven personality, is very busy with work Ask all of them the list of their objections and
are launching but looking for ways of maintaining fitness and shape without spending too select the top 5 in both categories across
much time doing it. your team
(For example with BODYPUMP™:
weight training to music, pre- *25-year-old woman, exercising already, who is looking for fun and energetic Break down people into pairs and allocate a
choreographed program, 55-min full- ways of exercising during the week. few objections to each group
body workout, hot sounds etc) Ask each group to discuss and prepare the way they would present Ask each of them to work on how they would
Give them 5 minutes to find 3 and ‘sell’ the program to that specific prospect or member. They overcome each objection and manage to
participant based benefits for each must choose carefully the features and benefits they would use with motivate the person to go and try the class
of the characteristics that specific person. or, how they would motivate the person to do
Make each group role-play with one person from another group it again
Ask each group to present and
playing the role of the customer. Debrief answers
feedback/input if necessary
Feedback and repeat for each program(s) you are about to launch.

Les Mills International Limited © Issued 13 07 2011 45 4


RELATIONSHIP SELLING
Going the extra mile…
§ LMNZ – If a prospect doesn’t join, they leave with a 30-day exercise plan
to do at home – My Exercise Calendar
§  Behaviors must align with Vision…


RELATIONSHIP SELLING AND
NEW MEMBER INDUCTION

LMNZ - Improve the lives of New Zealanders
§  Our goal is to get people to exercise, if possible in a gym and if possible, in Les Mills
gym. If they don’t join today, we still want them to start exercising. At some point, we
are confident they will join because they need MORE, they need motivation and we are
the coolest gym in town. Reece Zondag, CEO, LMNZ
§ This approach allows us to:
– Come across as true fitness experts vs salespeople
– Preserve the relationship
– Give MCs a good reason to follow up and a real purpose behind each
follow-up call
– Focus no the talk being always about exercising, their goals, where
they are at with it, inviting them to an event vs latest greatest deal


NEW MEMBER INDUCTION PROCESS
§ Implement a simple but thorough member on-boarding process
facilitating consistent attendance and focusing on usage during first
12 weeks. It will set the foundation for long-term engagement.

“Every year, the industry sells millions of memberships to men and women who, though
they earnestly wish that they could become regular exercisers, have not yet developed
the discipline or habit of regular exercise.”
IHRSA Guide to Retention 2007

“12% of all cancellations would be avoided if all new members visited the facility at
least once per week during the first calendar month after joining.”
FIA Top Ten Strategies for Winning the Retention Battle


NEW MEMBER INDUCTION PROCESS
LMNZ - Goal: 21 visits in 3 months
•  Induction process with regular and specific
points of contact
•  MCs are responsible for it (about 30% of their 21 visits
commission)
•  they sell the dream; they make sure the dream
happens!
•  Tracks every new member over 84 days and
visits at 14, 42 and 84 days


LMNZ NEW MEMBER INDUCTION PLAN
21 VISITS IN 84 DAYS


RELATIONSHIP SELLING AND NEW MEMBER
INDUCTION
LMNZ: 21 visits in 84 days
§ Result: 50% of members achieving the 21 in 3 months (Goal is: 65%)
§ Give MCs a clear and genuine reason to call
–  Red status: Rescue call
–  Orange: What more can we do to get you here more often?
–  Green: High-five call!
§ Proven to be very successful in increasing new member usage,
maintaining member motivation by discussing exercise progression and
driving referrals earlier and more often


BEST PRACTICE
3. CREATE A GREAT TEAM OF
PT’S, SMALL GROUP/TEAM
TRAINERS AND GROUP X
INSTRUCTORS


Whatever your goal and/or vision -
you need a great team to help you
get there.
A crucial factor in the success of
your programs is the quality of the
instructors who teach them.
Great Trainers and Instructors drive
thousands of attendances each
year.


GET WORLD CLASS
RECRUITMENT AND TRAINING SOLUTIONS

Partnering with Les Mills can help you to:
• Build a brand that attracts new talent
• Develop the skills and better motivate
your team
• Ensure training and ongoing staff
education is relevant and up-to-date
• Guarantee quality and consistency to
your members and guests
• Keep your team engaged and inspired


LES MILLS™ INSTRUCTOR TRAINING SYSTEM
LES MILLS™ TRAINING SYSTEM QUICKLY BUILDS TALENT, ENGAGEMENT AND LOYALTY

National Presenter Instructors in the USA receive
National ACE & AFAA education credits
and Trainer
Team training on completing any LES MILLS™
Bootcamp
training module.

Advanced and Advanced
training (AIM 1 Ongoing
Elite LES MILLS™ Quarterly Training
Instructor Certiﬁcation and 2 modules)

2-day initial International
Selection
training module LES MILLS™ Instructor
process
(‘clearance to teach’) certiﬁcation


LES MILLS™ SUPPORTS YOU WITH THE #1 CHALLENGE IN THE
INDUSTRY – RECRUITING AND KEEPING GREAT INSTRUCTORS


“HAPPY, ENGAGED AND LOYAL STAFF MAKE HAPPY,
ENGAGED AND LOYAL CUSTOMERS.”
SOUTHWEST AIRLINES


STAND FOR SOMETHING.
CREATE A CAUSE, NOT A BUSINESS.
GIVE YOUR TEAM SOMETHING BIGGER THAN
THEMSELVES TO FIGHT FOR, SOMETHING THEY CAN
BE PROUD OF.

WHAT’S YOUR VISION?
§ WHY should your staff care about your
business and challenge themselves
every day?
§ People need to be engaged in an
inspiring and meaningful purpose…


FOR A FITTER PLANET
§ “We are warriors in the battle against
inactivity and over-consumption.”
LMI Instructor Creed, 1998
§ “Creating life-changing experiences every
time, everywhere. One class at a time,
one participant at a time.”
AIM manual
§ “You have to find a way to make people
fall in love with fitness.”
Les Mills, 1968


BEST PRACTICE
4. BUILD A SYSTEM OF
INTEGRATED ‘ASSISTED EXERCISE
AND ACTIVITES”


BUCKETOLOGY OF ASSISTED EXERCISE
Assisted Exercise has higher attendance, BENCHMARKS FOR
retention and referral rates than unassisted HIGH PERFORMING FACILITIES
exercise. Small Group/Team training and
Personal Training are powerful forms to build
community. But even the best operators in the
world have only 1%-14% of the their total
membership base attending these activities. Unassisted
Exercise

In contrast Group Exercise attracts and
motivates the masses. Some of the world’s
Group
Exercise
36%
most successful facilities have over 50% of their
attendances in GX. Many have 30%-50%
50%
“Group Exercise members attend more
regularly, remain members for longer, make
more referrals, perceive greater value in their
memberships (ie will pay more) and do not Small Group
Training 4%
leave when a budget gym opens nearby!”1
Personal
Training 10%
1. Will Phillips, The Retention Breakthrough


CREATING BONDS WITH DIFFERENT OFFERINGS
Group Fitness
Team Training
Personal Training
Event Training

Freelance
Programmes

63 LES MILLS INTERNATIONAL© 2011

PERSONAL TRAINING – 1 TO 1 BOND

§ A great way to increase the quality of
on-boarding, results and connection
(member to staff)
§ Can be a good source of revenue
§ Increase income opportunities and career
opportunities for GX instructors
§ However:
–  Even the best facilities in the world have less than
10% of members using PT on a regular basis vs
50%+ in GX
–  Connection is with a single staff member: if the
member is unhappy with the PT or if the PT leaves,
you could lose the member
–  No prescription of other form of exercise such as GX
(which is more social and more holistic)


SMALL-GROUP TEAM
ONE TO FEW BONDS
§ Currently the holy grail of the
industry
§ Everybody wants successful SGTT
programs
–  Allows more people access to PT
–  Increases $ per hour for PTs
–  Builds relationships between members…
They make good friends.
–  Brings back the spirit of sports teams
§ Challenges:
–  Scheduling
–  Booking and Payment Models
–  Space, and Equipment
–  Safety, Consistency, Scalability


EVENTS TRAINING
ONE TO MANY BONDS


GROUP EXERCISE
IS BY FAR THE MOST POWERFUL WEAPON
IN YOUR MOTIVATIONAL ARSENAL!
•  90% of all exercisers report that they would prefer to work out in a group.1
•  Members who attend Group Exercise (GX) use their facility 3 times per week compared to
IHRSA's figure of 1.9 member visits a week, on average.
•  GX is cited as the biggest influence (40%) on how long people remain a member of a fitness
facility.
•  GX member retention rates are higher than other member retention rates, on average.
•  60% of people rate GX as the #1 service they specifically look at when choosing a gym.2
•  Satisfied GX members refer people 3 times more than other members.


There is absolutely a commercial connection
between group ﬁtness attendance and
long-term proﬁtable facilities!


THE POWER OF GROUP EXERCISE
§ Many facilities worldwide are
being hurt by low-budget
competitors.
§ At the same time, there are
successful new fitness models
emerging (micro gyms) eg:
•  Orange Theory - $23 per class
•  Kosama, Omni, Fitness Together,
Title Boxing
•  Soul Cycle and Flywheel (US) –
$32 per class
•  Pure Yoga (Asia and US) –
$145 to $165 per month
•  Exhale Spa (US) – $195 pm for
classes-only membership


THE BOTTOM LINE IS:
Group Exercise attracts MORE MEMBERS, who attend more often,
REMAIN LOYAL and attract new members THEMSELVES!

WHAT DOES IT TAKES TO BECOME
A CHAMPION AT GROUP
EXERCISE?

THE PLAN IS BASED AROUND 8 KEYS ELEMENTS

WHERE TO START?

74

WHAT DRIVES MEMBER ATTENDANCE IN GX?
#1 DRIVER FOR CLASS ATTENDANCE IS THE PROGRAM

Nielsen Consumer Survey


SMART PROGRAMMING
§ Prospects and members usually
need three types of training to
cover their basic needs
– Strength Toning
– Cardio
– Mind-Body
§ Make sure you have at least one
“best in class” program you can
recommend in terms of
experience, quality, safety, and
consistency in each of these
categories:


WHERE TO START
WHERE TO START?5 program
§ Research show
genres comprise 75% of GX
attendance every week. In
order of market share, these

are:

§ 21% Strength and Weights
§ 19% Cycling
§ 14% Mind and Body
§ 12% Dance
§  9% Martial Arts
§  25 % Fusion


GET YOUR PROGRAMMING RIGHT
AFTER DETERMINING DEMOGRAPHIC POSITIONING… ALLOCATE 70% OF YOUR
TIMETABLE TO CORE PROGRAMS AND 20 - 30% TO SPECIALTY ONES


Les Mills’ BODYPUMP® is the original barbell
class, designed and scientiﬁcally proven to
strengthen the entire body. This 60-minute workout
challenges all major muscle groups by using the
best weight-room exercises, including squats,
presses, lifts and curls. Great music, awesome
instructors and individual choice of weights inspire
participants to perform 800 reps per class and to
get the results they came for - and fast!

Due to its broad appeal, BODYPUMP® attracts
big numbers across all time-slots. Best practice
suggests scheduling it a minimum of 7 to 12
times across the week to maximize attendance.
Most clubs offer at least 2 classes per day.

BODYPUMP® participants visit 4.3 times
per week on average versus the industry
average of less than twice a week for non-
Group Exercise club visits.


DRIVING PEOPLE
INTO CLUBS VIA TV

Les Mills is committed to building our brand and
growing demand for your classes. That’s why we’ve
teamed up with Beachbody, the best-known
provider of home workouts, to create "
LES MILLSTM PUMP, a set of home-workout DVDs.
We’ve seen the power of other brands using
infomercials to drive consumer awareness.
Partnering with Beachbody will introduce a national
audience of millions to the Les Mills brand. The
exposure will help to drive more people into your
facility and classes, and make it that much easier
for you to sign up new members.


BODYPUMP® CXWORX™
RPM™ BODYBALANCE™ BODYCOMBAT™
Les Mills’ BODYPUMP®
is the original barbell
A short, sharp workout,
backed by core
An indoor-cycling
workout where /BODYFLOW®
Les Mills’
BODYCOMBATTM is a
class, designed and conditioning research participants ride to the fiercely energetic cardio
scientifically proven to from Penn State BODYBALANCETM/!
rhythm of powerful workout inspired by
strengthen the entire University, that BODYFLOW® is a Yoga,
music. The inspiring team martial arts such as
body. This 60-minute strengthens and tones coach leads the pack Tai Chi and Pilates Karate, Boxing, Tae Kwon
workout challenges all the body. It hones in on workout that builds
through hills, flats, Do, Tai Chi and Muay
major muscle groups by the torso and sling flexibility and strength.
mountain peaks, time Thai. Supported by
using the best weight- muscles that connect the Controlled breathing,
trials and interval driving music and
room exercises, including upper and lower body. concentration, stretches,
squats, presses, lifts and It’s ideal for tightening training. Participants energizing instructors,
moves and poses to
curls. Great music, tummy and butt, sweat and burn to reach participants strike,
music create an holistic
awesome instructors and improving functional the endorphin high!! punch, kick and KATA
workout that balances
individual choice of strength and assisting in their way through
Due to its broad appeal and harmonizes the body,
weights inspire injury prevention. calories to superior
RPMTM attracts big leaving participants
participants to perform CXWORX™ bands are cardio fitness.!
numbers across all time- centered and calm.!
800 reps per class and to available from !
get the results they came lesmills.com/equipment.! slots.
Attracts maximum
Due to its broad appeal
for – and fast!! numbers during peak and
Best practice suggests BODYBALANCETM/
Due to its broad appeal shoulder times, weekdays
Due to its broad appeal, CXWORXTM attracts big scheduling it 9 to 14 times BODYFLOW® attracts big and weekends. While it
BODYPUMP® attracts big through the week to numbers across all time-
numbers across all time- also works very well at off-
numbers across all time slots.
maximize attendance.
slots.
peak times, performance
slots. Best practice Best practice suggests is dependent on marketing
Best practice suggests Most clubs that have
suggests scheduling it a scheduling and the convenience of
scheduling it at peak or dedicated cycling studios
minimum of 7 to 12 times BODYBALANCE™ a timing.
shoulder times once or offer 3 to 7 classes a day.
across the week to minimum of 5 to 7 times
maximize attendance. Most twice a day. Given the 30- DID YOU KNOW? Best practice suggests
minute format, lunchtime through the week.
clubs offer at least 2 IT’S POSSIBLE TO scheduling
classes per day.
classes are ideal.
It’s very popular in the BODYCOMBATTM at least
CHARGE A BOOKING
FEE FOR RPMTM TO morning, shoulder times 5 to 7 times a week.
BODYPUMP® DID YOU KNOW?
CXWORX™ CAN BE BRING IN ANCILLARY and during weekends.
PARTICIPANTS VISIT 4.3
USED AS A FEE-BASED, REVENUE IN THE
TIMES PER WEEK ON
SMALL-GROUP THOUSANDS PER WEEK.
AVERAGE VERSUS THE
INDUSTRY AVERAGE OF TRAINING PROGRAM.
LESS THAN TWICE A MANY FACILITIES ARE
WEEK FOR NON-GROUP HAVING SUCCESS WITH
EXERCISE CLUB VISITS.
THIS BOTH IN AND OUT
OF THE GROUP

EXERCISE ROOM.

SH'BAM™ BODYVIVE™
BODYJAM™ BODYSTEP™
BODYATTACK™
Simple dance moves with A fun, low-impact, whole- A cardio workout offering Using simple movements A sports-inspired cardio
chart-topping popular body workout that an addictive fusion of the on, over and around a workout for building
hits enable participants improves fitness and latest dance moves and height-adjustable step, strength and stamina.
to shape up and let out core strength, using body hottest new sounds puts participants get huge High-energy interval
their inner star – even if weight, VIVETM tubes and the emphasis as much on motivation from popular training classes combine
they’re dance- balls for extra resistance. having fun as breaking a music and uplifting athletic aerobic
challenged! The 45- Great music, group sweat. Funky instructors instructors. Cardio blocks movements with strength
minute SH’BAM™ interaction and a skilled teach participants how to push fat-burning systems and stabilization
classes provide the instructor inspire move with attitude into high gear, followed exercises. Dynamic
ultimate fun and sociable participants to get fit for through this 55-minute by muscle-conditioning instructors and powerful
way to exercise. ! life.! class.! tracks that shape and music motivate
tone the body.! participants toward their
Attracts maximum Attracts maximum Attracts maximum
fitness goals.!
numbers during peak and numbers during peak and numbers during peak and Attracts maximum
shoulder times, weekdays shoulder times, weekdays shoulder times, weekdays numbers during peak and Attracts maximum
and weekends. Best and weekends. While it and weekends. Can shoulder times, weekdays numbers during peak and
practice suggests also works very well at off- perform strongly off peak and weekends, particularly shoulder times, weekdays
scheduling SH’BAM™ 5 to peak times, performance with a charismatic mornings. Best practice and weekends. Can
7 times a week.
is dependent on marketing instructor and strong suggests scheduling at perform strongly off peak
and the convenience of marketing. Best practice least 3 to 5 times a week. with a charismatic
timing. Best practice suggests scheduling instructor and strong
suggests scheduling BODYJAMTM at least 3 to marketing. Best practice
BODYVIVETM at least 3 to 7 times a week.
suggests scheduling
5 times a week. BODYATTACKTM at least 3
to 7 times a week.
VIVE™ tubes and balls
are available at
lesmills.com/equipment


GROW YOUR GX NUMBERS
ORGANIZE REGULAR EVENTS THAT ‘WOW’


WOW GX EVENTS

THE BEST WAY TO CREATE MOMENTUM,
RE-IGNITE MEMBER MOTIVATION, BUILD
ATTENDANCE, COMMUNITY, RETENTION AND…
GROW MEMBERSHIP

THE SALES / EXPERIENCE CURVE
Experience

“When you host GX events, you are selling
non-members an experience, not a membership
– this makes selling so much easier.”

Sales


LES MILLSTM EVENTS
BENCHMARK
§  Massive BUZZ and interest in club during the 2 weeks building up to event
§  Full focus from club team on common goals and interaction between sales,
customer experience and product departments – ‘Breaking down silos’
§  Sold-out events and massive energy in clubs – all classes at 80 to 100% capacity
§  Attendance: 5 to 10% membership
§  20% guests per class
§  50 to 70% conversion rate of guests
§  Massive buzz post-event
§  An increase of attendance in 2 to 3 weeks post-event of 10 to 20%


SELLING MEMBERSHIPS WITH EVENTS

STEP 1 STEP 2 STEP 3 STEP 4 STEP 5
WHAT TO DO WHAT TO DO WHAT TO DO WHAT TO DO WHAT TO DO

Set clear goals in terms Promote the event, Call every guest before Host an outstanding Sell effectively at
of member attendance pre-book class spaces the event to confirm event! the event:
at event, number of they are coming,
membership you want RESULT pre-qualify them RESULT - Work the transition
to sell and number of and pre-book sales between the class to
guests you need to Create interest, appointment on event Enhance retention and the sales appointment
attend the event optimize the number day give the best possible
of people coming to first impression of - Provide a training
RESULT RESULT
the event and allow to the club, training solutions to the needs
Focus the team connect with guests solutions and staff to
towards achieving a before the event. Increase the % the guests. Increase - Offer two options to
common goal of show rate and your conversion rate by start with with a great
ensure every qualified selling an experience event membership
guests will meet versus a price! offer
with a membership
consultant RESULT

Maximize every sales
opportunity

WATCH THE SPECIFIC TRAINING VIDEO FOR SELLING WITH EVENTS.
64 Les Mills International Limited © Issued 13.07.2011


EVENTS PLANNING
BENCHMARK
§  Massive BUZZ and interest in club during the 2 weeks building up to event
§  Full focus from club team on common goals and interaction between sales,
customer experience and product departments – ‘Breaking down silos’
§  Sold-out events and massive energy in clubs – all classes at 80 to 100% capacity
§  Attendance: 5 to 10% membership
§  20% guests per class
§  50 to 70% conversion rate of guests
§  Massive buzz post-event
§  An increase of attendance in 2 to 3 weeks post-event of 10 to 20%


PROMOTE YOUR PROGRAMS AND EVENTS WITH
WORLD CLASS MARKETING AND RESOURCES


WORLD-CLASS MARKETING AND
PROMOTIONAL SOLUTIONS

EVERYTHING YOU NEED TO HOST AMAZING EVENTS
THAT ATTRACT NEW MEMBERS AND PROMOTE YOUR PROGRAMS.

The LES MILLS™ Group Fitness
solution gives you free access to a
huge collection of valuable marketing
and promotional resources. We are
continually working on new ways to
help you inspire your members and
prospects. Currently we’re
developing online tools, which will
allow you to customize material with
your own club logos and messages.


BEST PRACTICE
5. DEVELOP A MEMBER EDUCATION
AND SOCIAL NETWORK
COMMUNICATION SYSTEM


EDUCATION:
BECOMING A TRUE “HEALTH CLUB”
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.


visited the club in the last 45 days. Contacting long term non users could initiate a
cancellation – “waking the sleeping dog” concept. However, when a filtered member
registers a visit they will automatically be integrated into the service which will start with a

TALK TO YOUR MEMBERS
Programme Introduction Email. You also have the option to filter out certain membership
types, such as Trial, Complimentary, etc.
* Members that you do not have an email address for or were on Freeze will also be
launched when an email address is acquired or their status becomes active.

High User

•  Create a personal Regular User

relationship with
your members

Non User

Retention Management Proprietary


SOCIAL MEDIA
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…

The key is to start and continue a
conversation. Get members
talking about you…


ENGAGING THE COMMUNITY
CHANGING THE PERCEPTION
OF OUR INDUSTRY
§ Lifestyle Family Fitness (Florida)
teen fitness initiative
–  FREE 2-Month Summer
Membership
–  Teens can utilize all equipment
and participate in Group Exercise
classes
–  Hourly restrictions in place
(ie non-prime time)
–  Remember… teens have parents
and they grow up to become
paying adults


ENGAGING THE COMMUNITY
CHANGING THE PERCEPTION OF OUR INDUSTRY


UNLEASHING YOUR MEMBERSHIP POTENTIAL WITHOUT
CUTTING SERVICES OR DISCOUNTNG PRICES
FUTURE OF FITNESS


Membership Unleashed by Les Mills - Club Industry Seminar 2012

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Membership Unleashed by Les Mills - Club Industry Seminar 2012