GROUP EXERCISE
MyRide virtual cycling classes
may also include an instructor to create a combined experience
members moving on to live group exercise classes after trying virtual workouts. In that sense, technology will act as a feeder to the live experience.” Virtual class systems can also be
used to enhance live classes. Take Virtual Active: a first-person, forward- motion video experience designed to enhance cardio workouts. The videos feature iconic trails, roads, cities and landscapes, helping turn indoor exercise
– instructor-led cycling classes, for example – into an outdoor adventure. As another example, think of a
traditional group exercise class for beginners with more than 30 people attending. This would be a challenging task for any instructor, since giving each individual the attention the instructor would like is difficult to achieve without leaving the rest of the class to fend for themselves. However, if the class were virtual, an additional live instructor would be freed up to fully focus on the attendees without having to worry about anyone being left behind when giving one individual special attention.
Additional considerations A significant consideration – besides choosing a system that’s stable, well supported and easy to use – is content. Members will want high quality classes, great instructors and variety in level, duration and type of classes. Some would argue that, for health and
safety reasons, beginners should not do a class without a live instructor present. However, Fresh Fitness Denmark has offered virtual classes for more than two years, without a single injury reported. Meanwhile, the cardio areas and strength machines in most clubs are not supervised constantly, with members working out unsupervised. Why shouldn’t that also be acceptable in
60
a studio where, thanks to virtual classes, members are in fact also receiving guidance from top instructors? This calibre of trainer is another
selling point: virtual classes offer access to world-class instruction and a huge variety of trainers. Virtual systems could also be used to complement training for existing staff, exposing them to best practice from leading instructors.
Future trends We have not yet reached tipping point with virtual classes, but given their ability to generate value from dead space, it’s likely that more clubs will incorporate them into their offering going forward. The fact that major brands such as Zumba and Les Mills have entered the virtual arena suggests that it’s on the brink of rapid growth. Not only that, but the virtual class
system is a customer-focused innovation that mirrors those in other industries
– innovations such as Netflix, which allows customers to watch what they want, when they want to watch it, and which is challenging the traditional cable TV providers that force viewers to follow their programme schedules. Similarly, virtual classes allow members to do the classes they want, when they want to do them. Operators can
Read Health Club Management online at
healthclubmanagement.co.uk/digital
therefore meet, and indeed exceed, customer expectations by laying on hundreds of additional classes every week – all for the price of a couple of treadmills. Not that it is an either/or question, but operators might want to ask themselves which would give the stronger competitive advantage. “Convenience is key, and virtual
workouts where participants are guided by on-screen instruction will become prevalent,” concludes Mills. “Originally I was something of a sceptic on non- instructor-led exercise, but having trialled a virtual product at Les Mills I’m now a convert. Offering members the convenience of receiving a group exercise experience at any time of the day is compelling. For clubs, it’s a massive way to add value as facilities increasingly become 24/7 operations.” ●
Rasmus Ingerslev is the CEO of Wexer Virtual, which has clients in the UK, US, Denmark, Norway, Sweden, Canada, Australia and New Zealand. He is also CEO of Fresh Fitness Denmark and a newly appointed member of the IHRSA board of directors. Email
rasmus@wexervirtual.com
Web
www.wexervirtual.com LinkedIn
www.linkedin.com/in/ringerslev
April 2013 © Cybertrek 2013
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