The Future of Fitness - Small Group Training

LES MILLS INTERNATIONAL © 2012 1

GROWING MEMBERSHIP AND PROFIT SMALL GROUP TRAINING OPPORTUNITY

LES MILLS INTERNATIONAL © 2012

2

WHAT DO PEOPLE WANT? WHY DO THEY JOIN A FITNESS FACILITY?


THE FUTURE OF FITNESS 1. EXERTAINMENT 2. COMMUNITY/BUILDING BONDS 3. HEALTH/RESULTS


RESULTS & MOTIVATION


V 5


MAKE EXERCISE

SOCIAL


EXERTAINMENT RESULTS

SOCIAL

SGT

SMALL GROUP TRAINING SWEETSPOT


TRENDS: STUDIOS ARE DRAWING CONSUMERS

GYM SGT STUDIO


CASE STUDY:

•  90,000 sq ' full service facility •  Over 12,000 members

•  The Les Mills GRIT™ Series as SGT •  8 week Challenge •  Market the program •  Offer value

•  Sell 40 packages at $199 each

THE FINAL SCORE •  64 packages sold •  $12,700 Gross •  39 packages new to PT

VITAL STATS

THE GAME PLAN

THE GOAL


SGT POSITIONING: CENTRIC

PERSONAL TRAINING SMALL GROUP TRAINING GROUP EXERCISE


ENGAGEMENT:

MEMBER


UNASSISTED WORKOUTS

SMALL GROUP TRAINING

PERSONAL TRAINING

MEMBER PROGESSION:


REVENUE STREAMS:

UNASSISTED EXERCISE

PERSONAL TRAINING

SMALL GROUP

TRAINING

GROUP EXERCISE

PT REVENUE STREAM


PT 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?

REVS UP PT EARNING POTENTIAL


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SUMMARY

FILL THE TEAM VOID INCREASE ENGAGEMENT

ACCESSIBLE PT MORE MONEY


7 KEYS TO SUCCESS

SMALL GROUP TRAINING:

HOW


GREAT PROGRAMMING


7 KEYS TO SUCCESS

#1 •  CLEAR AND MARKETABLE TRAINING OBJECTIVES

•  NO GUESS WORK •  LESS TRAINER

DEPENDENT


TRENDS MATTER


7 KEYS TO SUCCESS

#2


TRENDS MATTER

TOP TRENDS #2

GROUP PERSONAL TRAINING CERTIFIED PROFESSIONALS

STRENGTH TRAINING BODYWEIGHT TRAINING

CHILDREN AND OBESITY WEIGHT LOSS

EXERCISE FOR OLDER ADULTS PERSONAL TRAINING FUNCTIONAL FITNESS

CORE TRAINING

Thompson, W. Health & Fitness Journal, Oct. 29, 2012.

News release, American College of Sports Medicine


NAIL THE BUSINESS MODEL

#3

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

•  GET THE RIGHT TRAINING RATE




7 KEYS TO SUCCESS

#3




7 KEYS TO SUCCESS

#3

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)

•  GET THE RIGHT TRAINING RATE •  GET THE RIGHT PAY RATE



#3

1.   GROSS REVENUE: Annual, monthly 2.   TRAINING RATE – SESSIONS/WEEK 3.   CLIENTS, PACKAGES, or MEMBERSHIPS/MONTH 4.   DEMOS and/or APPOINTMENTS

•  SET A GOAL



#3

THE RESULTS •  Gross: $6000 per month •  Net: $4800 per month

THE MODEL •  Premium = $15 •  Bulk discount = $12 •  Two 30 min sessions/week •  12 workouts, 10 per

workout •  Trainer pay = $10 base +

$2 per head

EXAMPLE ONE:

THE GOAL •  60 clients



#3

THE RESULTS •  Gross: $7000 per

bootcamp •  Net: $5800 per

bootcamp

THE MODEL •  6 week bootcamp •  Package = $120 •  Unlimited sessions •  12 x 30 min workouts per

week •  Flat Trainer pay = $20

OPTION TWO:

THE GOAL •  Sell 60 packages (10

per workout 2 x per week)


GET EVERYONE ON BOARD


7 KEYS TO SUCCESS

#4


GET EVERYONE ON BOARD

#4 •  EQUIP ALL STAFF WITH INFO •  BRIDGES GAPS BETWEEN

DEPARTMENTS •  CREATES COMMUNITY


RECRUIT AND TRAIN THE RIGHT PEOPLE

#5

QUALIFICATION PERSONALITY LEADERSHIP

BUY-IN


GET THE WORD OUT

#6 •  VISIBLE MARKETING TOOLS •  EMAIL AND SOCIAL MEDIA

•  DEMO WORKOUTS •  OFFER DEALS AND

INCENTIVES


GET THE WORD OUT


7 KEYS TO SUCCESS

#6


DIFFERENTIATE FROM GROUP EXERCISE


7 KEYS TO SUCCESS

#7


DIFFERENTIATE FROM GROUP EXERCISE

#7

•  LIMIT NUMBERS 3 - 9 •  TRAIN OUTSIDE THE GROUP EX STUDIO •  RECRUIT AND TRAIN PERSONAL TRAINERS

•  OFFER FITNESS EVALUATION, NUTRITION AND TEAM BUILDING


KEY TO SUCCESS YOUR ACTION GREAT PROGRAMMING Aim for a range of relevant programs that are

motivating

TRENDS MATTER Be on top of lasting trend. Avoid fads. Re-engage members

NAIL THE BUSINESS MODEL Set a clear goal and choose a model that supports. Try business support

GET EVERYONE ON BOARD In-depth Program knowledge. Educate staff on benefits

RECRUIT AND TRAIN THE RIGHT PEOPLE

Qualified professionals Find new talent and support growth

GET THE WORD OUT Create or contract awesome marketing material. Use all avenues to promote

DIFFERENTIATE FROM GROUP FITNESS

Have a solid implementation plan in place

#1 #2 #3 #4 #5 #6 #7


HOTTEST SGT TREND:

EQUIPMENT BASED

SKILLS BASED

RESULTS BASED

•  HIGH INTENSITY INTERVAL TRAINING •  BOOTCAMPS •  STRENGTH TRAINING •  WEIGHT LOSS •  CORE TRAINING •  FUNCTIONAL TRAINING •  CROSS TRAINING •  MARTIAL ARTS


SMALL GROUP TRAINING: WHAT


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WHAT IS HIIT?

•  DELIVERS FASTER RESULTS WITH SHORTER WORKOUTS •  SUPPORTS LEAN MUSCLE AND FAT LOSS THROUGH

HIGHER HGH PRODUCTION

•  IMPROVES AEROBIC CAPACITY •  SIGNIFICANTLY INCREASES

METABOLISM

•  BURNS MORE FAT


HIIT RESEARCH

WHAT IS THE DIFFERENCE WHEN YOU SUBSTITUTE SUBMAXIMAL CARDIO

FOR HIIT?


Group 2 GRIT

DIFF

Group 1 No GRIT

3.1%

14.5%

-11.4%

TRIGLYCERIDE DECREASE


Group 2 GRIT

DIFF

Group 1 No GRIT

OXYGEN CONSUMPTION INCREASE

1.7%

6.4%

+4.7%


Group 2 GRIT

DIFF

Group 1 No GRIT

TOTAL BODY FAT DECREASE

0.8%

2.1%

-1.3%


Group 2 GRIT

DIFF

Group 1 No GRIT

BACK STRENGTH INCREASE

8.4%

21.9%

+13.5%


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 2 - GRIT

•  2 x 30 minute LES MILLS GRIT™SERIES

•  2 x 60 minute cardio* •  2 x 60 minute BODYPUMP™

GROUP 1 – NO GRIT

•  No LES MILLS GRIT™SERIES •  3 x 60 minute cardio* •  2 x 60 minute BODYPUMP™

*Cardio could be a combinaQon of Les Mills’ BODYATTACK™, BODYCOMBAT™, RPM™ or BODYSTEP™

THE FACTS: PENN STATE RESEARCH

Two groups of 42 fit adults worked out five hours each week.


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A BIG OPPORTUNITY

RESULTS AND MOTIVATION

WHY? •  Improve

member bonds •  Improve access

to PT •  Everybody wins

HOW? •  Programming •  Recruit/Train •  Everyone on board •  DifferenQate •  Promote •  Trends •  Nail business model

WHAT? •  What’s

trending? •  HIIT is hot


CONTACT YOUR LES MILLS AGENCY FOR MORE INFROMATION ON MAKING SMALL GROUP TRAINING WORK FOR YOU

Documents

The Future of Fitness - Small Group Training