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Simple steps to grow and retain membership with group fitness
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DRIVE GROWTH AND RETENTION WITH GROUP
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RETENTION WITH GROUP FITNESS
1. The Future of Group Fitness 2. Identify the Group Fitness Opportunity within your Business (BHAG)
DRIVE YOUR GROWTH AND RETENTION WITH GROUP FITNESS
2. Identify the Group Fitness Opportunity within your Business (BHAG)3. Build a Scorecard and use the Numbers to drive Decisions 4. Recruit a World Class team and put in place a robust Retention Plan 5. Make Group Fitness a cornerstone of your Marketing Plan
FROM CIRCUS TO CIRQUE DU SOLEIL… FROM AEROBICS TO GROUP FITNESS…
THE WORLD BEFORE HEALTH CLUB GROUP FITNESS…COMMUNITY HALLS, AEROBICS, LYCRA AND AMATEURS
GOING TO THE GYM IS BECOMING THE LARGEST SPORT IN THE WORLD… OVER 100 MILLION MEMBERS
2009 IHRSA Global Report
90% OF ALL EXERCISERS PREFER TO WORKOUT IN A GROUP…
1999 James J. Annesi: Effects of Minimal Group Promotion on Cohesion and Exercise Adherence
GROUP FITNESS IS ONE WAY TO ACHIEVE THIS IN A HEALTH CLUB ENVIRONMENT..
GROUP FITNESS CREATES BETTER MOTIVATION, PHYSICAL RESULTS, AND FUN…
!
GROUP FITNESS ALSO CREATES BETTER COMMUNITY AMONGST MEMBERS…
GROUP FITNESS PROMOTIONS ARE MORE COMPELLING AND ENGAGING…
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…AND SO THE ENVIRONMENT HAS BECOME MIRROR-LESS, MORE INVITING …
2003 August Issue of Health Psychology. “Gym mirrors a turn-off for Women” Study by McMaster University Hamilton , Canada
…LESS INTIMIDATING AND MUCH MORE ENTERTAINING.
!
GROUP FITNESS IS THE #1 CHOICE OF SERVICE OR AMENITY THAT MAJORITY OF MEMBERS ARE INTERESTED IN ABOVE PERSONAL TRAINING, MASSAGE AND CAFES
2009 IHRSA / HCD & Les Mills Survey N= 6065 respondents
THE 2nd MOST IMPORTANT FACTOR IN MAKING A DECISION TO JOIN A HEALTH CLUB IS MULTIPLE GROUP EXERCISE ROOMS WITH FANTASTIC CLASSES…
2009 IHRSA / HCD & Les Mills Survey N= 6065 respondents
THE #1 FACTOR THAT WOULD ENCOURAGE PEOPLE TO TRY GROUP FITNESS CLASSES IS SCHEDULING MORE CLASSES ON THE TIMETABLE AT DIFFERENT TIMES
2009 IHRSA / HCD & Les Mills Survey N= 6065 respondents
SO WHATS REALLY POSSIBLE…IN 2010 AND BEYOND?
OVER 6 MILLION PEOPLE EVERY WEEK PARTICIPATE IN OUR CLASSES IN 13000 CLUBS IN OVER 80 COUNTRIES
North America Europe North America 1995
Europe 6685
South America 2394
Australasia1173
Asia 813
LEAD BY A TRIBE OF 70000 INSTRUCTORS THAT WOULD FILL AN OLYMPIC STADIUM… OR CROKE PARK
OUR GOAL IS TO BE THE NUMBER ONE IN FITNESS EXPERIENCE IN EVERY MARKET WE ARE IN – 100 MILLION PEOPLEAND A TOP 100 GLOBAL BRAND BY 2025
WE NOW KNOW THAT YOU CAN QUADRUPLE WEEKLY GROUP FITNESS VISITS WITHIN 3–5 YEARS... IMPACTING BOTTOM LINE
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www.lesmills.com/global/en/clubs/group-fit-p.r.o.f.i.t
YOU CAN ALSO SERVICE 25%– 87% OF MEMBERS WITH GROUP FITNESS… THESE MEMBERS STAY LONGER
37%2,500Bodyplex, Woodstock, Georgia, USA
28%4,400Fitness First, Adelaide, Australia
31%4,400Holmes Place, Hamburg, Germany
40%5,000Yuba City Racquet Club, California, USA
25%11,300Golds, Austin South, Texas, USA
52%15,000California WOW, Bangkok, Thailand
% of total visits from GFNumber of membersFacility name
37%2,500Bodyplex,
28%4,400Fitness First, Adelaide, Australia
31%4,400Holmes Place, Hamburg, Germany
40%5,000
25%11,300Golds, Austin South, Texas, USA
52%15,000
% of total visits from GFNumber of membersFacility name
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80%440GSS Fitness Center, Sitges, Spain
80%500The House, San Diego, Califronia, USA
51%540GYM-TECH Health and Fitness Club, Ireland
40%900Cambridge Fitness Center, New Zealand
60%1,200Corpus Novum, Oirschot, Holland
27%1,300Liikuntakeskus , Oulu, Finland
87%1,401Planet Form, Grigny, Paris, France
47%1,950InjoyMed, Lauterbach, Germany
68%1,980Active Health Club, Cairns, Australia
43%2,000Fitness Concepts, , USA
40%2,350SportschoolUrsus, Leeuwarden, Holland
37%2,500Bodyplex, Woodstock, Georgia, USA
80%440GSS Fitness Center, Sitges, Spain
80%500The House, San Diego, Califronia, USA
51%540GYM-TECH Health and Fitness Club, Ireland
40%900Cambridge Fitness Center, New Zealand
60%1,200Corpus Novum, Oirschot, Holland
27%1,300a , Oulu, Finland
87%1,401Planet Form, Grigny, Paris, France
47%1,950InjoyMed, Lauterbach, Germany
68%1,980
43%2,000, Massech
40%2,350SportschoolUrsus, Leeuwarden, Holland
37%2,500Bodyplex,
www.lesmills.com/global/en/clubs/group-fit-p.r.o.f.i.tIntention to renew membership by Les Mills Members versus Non les Mills Members 72.2% vs. 63.4%)
GROUP FITNESS MEMBERS REFER MORE PEOPLE THAN NON GROUP FITNESS MEMBERS…
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2009 IHRSA / HCD & Les Mills Survey N= 6065 respondents
74.7% vs. 67.4%
GROUP FITNESS IS A KEY WEAPON TO WIN THE RETENTION AND PRICE WAR...
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FUTURE GROUP FITNESSS SUCCESS REQUIRES INVESTMENT…
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Increase in weekly visits in 3-5 years 500 visits increases to 2,000 750 visits increases to 3,000
Revenue* from Group Fitness $250,000 $375,000
Costs
Increased GFM wages $9,000 $12,500
Increased instructor wages $15,000 $16,000
* Revenue calculation (increase in weekly attendances / 3 average visits per week) * $500
Studio improvements $7,500 $15,000
Additional marketing costs $8,000 $12,000
License fees (3 & 5 programs) $8,000 $12,000
Increased training costs $2,500 $5,000
Total annual costs $50,000 $72,500
Forecast annual profit $200,000 $302,500
START BY CREATING A GROUP FITNESS “BHAG”
� Add up your current weekly class attendances
TOTAL ____________
� What could this be in 3-5 years if your instructors were delivering best in city/state/country/world experiences every time?
POTENTIAL TOTAL GF ATTENDANCES (BHAG) _________
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1000
3000
� Divide the new attendance target by 3 (average Les Mills visits per week per AC Nielsen)
POTENTIAL INCREASE IN NEW MEMBERS ____________
� Multiply the number of members by your standard annual membership fee
POTENTIAL INCOME GAIN $ ____________
1000
500 000€
GET A PROVEN PLAN TO ACHIEVE YOUR GOAL…
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THE TEAM CAN’T PLAY TO WIN IF IT DOESN’T KNOW THE SCORE
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KNOWLEDGE IS POWER…7 BIG QUESTIONS
1. What percentage of total club visits is provided by GF?
2. Do you know if your GF attendance is growing? If so, by how
much?
3. Which of your programs have the most pulling power?
4. What programs could take your club to the next level?4. What programs could take your club to the next level?
5. Who your world-class instructors are?
6. Which instructors need training to transform weekly attendance
figures?
7. Who reports to you on GF performance if the GFM’s too busy?
CLUB OWNERS ARE INTERESTED A VARIETY OF REPORTS
INCLUDING ATTENDANCE, CAPACITY, TARGETS AND INSTRUCTOR RANKINGS
4 FOUNDATIONS OF YOUR SCORECARD
1. Count every class
2. Use the best digital technology you can afford or independent
third party counts
3. Set class-by-class and weekly targets
4. Create accurate comparative stats and publish them
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4. Create accurate comparative stats and publish them
USE SMART APPLICATIONS TO DRIVE YOUR SCORECARD
APPLICATIONS THAT CREATE TIMETABLES
APPLICATIONS THAT ALLOWS YOU TO CREATE WEB BASED TIMETABLES
AND HIGH QUALITY HARD COPIES THAT REFLECT THE QUALITY OF YOUR OFFERING
USE APPLICATIONS THAT MAKES ATTENDANCE RECORDING EASY
…AND OFFERS DETAILED REPORTING
Club overview
� 2728 Club members
� Total visits per week ~ 1700-2000
� GF visits per week ~ 750-900
� % of total visits provided by GF ~45-50%
CASE STUDY 1 |Bladium Sports and Fitness Club, CA
� % of total visits provided by GF ~45-50%
� 4 Studios
� 7 LES MILLS Programs
� 65-70 classes a week
� 14-16 instructors
� Full time GFM
CASE STUDY 1 |Bladium Sports and Fitness Club, CA
Before Application
� Excel based management
� Unable to bench mark GF performance
� No instructor rankings� No instructor rankings
� No program based analysis
CASE STUDY 1 |Bladium Sports and Fitness Club, CA
With Smart Application
� Highlights Group Fitness visits against targets
� Identifies underperforming programs, classes or instructors
� Motivates the team by sharing the numbers and creating healthy
competition between instructorscompetition between instructors
Impact of Smart Application
� GFM saves ‘at least’ 10 hours per month to focus on business
strategies
� Eliminates “Excel” mistakes
� Easily presents information to the club manager and allows for quick
business decisions to be made.
AUTOMATED CLASS COUNTING CAN IMPROVE THE WAY YOU RECORD GROUP FITNESS DATA…
Auto Count Camera
Application
SCORECARD 7 MUST-DO’S
1. Start accurate manual/camera counts immediately
2. Monitor total weekly attendances
3. Set class targets with instructors
4. Enter class counts and targets into your Scorecard spreadsheet
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4. Enter class counts and targets into your Scorecard spreadsheet
5. Publish results monthly and recognize/reward success
6. Graph target against actual over a sustained period of time
€500 000
GET A PROVEN PLAN TO ACHIEVE YOUR GOAL…
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A SINGLE GREAT INSTRUCTOR CAN BRING HUNDREDS OF MEMBERS TO YOUR CLUB
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A TEAM OF GREAT INSTRUCTORS CAN BRING THOUSANDS OF MEMBERS TO YOUR CLUB!
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“Never try to teach a pig how to sing.
CASTING IS EVERYTHING
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It wastes your time and annoys the pig”
EXAMPLES OF GROUP FORMATS AND ESSENCE
The real weights workout where I feel strong and get challenged
The Martial Arts workout where I am unleashed
The Yoga, Tai Chi, Pilates workout where I feel strong and centered,
long and strong
The dance workout where I get high on the feeling of dance
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The dance workout where I get high on the feeling of dance
Ride the rhythm for the athlete within
The lively step workout where I get lifted
The cardio conditioning workout inspired by sports training
The low-impact workout that lets you choose just how hard you work
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