Virtual classes can include on-screen footage that brings the outdoors into the studio
scheduled classes or a combination of pre-scheduled and on-demand. The benefit of offering pre-scheduled classes is that clubs can promote an extensive group exercise schedule that can exceed that offered by the competition. Prices for installing a virtual class
system vary, but the cost is typically in the region of US$3,000–20,000 (£2,000–13,000 / €2,350–15,600). Most providers also charge a monthly licence fee, typically ranging from US$100–300.
Substitution or addition? Like other offers in gyms, virtual classes are not a ‘one size fits all’ feature and judging from user feedback, instructors should not feel threatened in any way. Fewer than 10 per cent of participants say they prefer video-based instruction to a
live instructor, and most choose virtual classes simply because it allows them to participate in a class when no live options are available. Indeed, statistics show that the majority of those who participate in virtual classes also participate in instructor-led classes, suggesting that members will do live classes when they can, and virtual classes at other times. Based on available data, the average
member uses a virtual class once or twice a week, typically a 30- to 45-minute beginners’ or intermediate class. Longer and/or more advanced classes are available but less used, suggesting that virtual classes appeal predominantly to members who are either new to group exercise or who need flexibility to fit in more group exercise workouts on a weekly basis.
Although virtual classes can work as
a standalone solution – in budget clubs where the model does not allow for live classes, for example – in most sites it’s more likely they will serve as ‘feeders’, ultimately driving traffic to live classes. Zumba Fitness has recently started
to offer Basic Steps videos to virtual content platforms for this very reason: the videos allow members to learn and practise the steps in preparation for joining a live class with an instructor.
“Our decision to offer Basic Steps videos on virtual content platforms is consistent with our mission to make our instructors successful,” says Alberto Perlman, the founder and CEO of Zumba Fitness. Phillip Mills, CEO of Les Mills
International, agrees: “Our research has revealed a correlation between
Wexer Virtual is currently being trialled in six of GoodLife Fitness’s 300 sites in Canada April 2013 © Cybertrek 2013 Read Health Club Management online at
healthclubmanagement.co.uk/digital 59
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