GROUP EXERCISE


STRENGTH IN NUMBERS


Group exercise members are loyal, attend regularly and are less price-sensitive than other members. But are operators maximising the potential of group exercise in their clubs? Kath Hudson reports


A


ccording to Vanessa Jodar, head of global sales and club performance at Les


Mills, very few fitness facility managers truly understand how to offer stimulating group exercise experiences that will continue to keep members engaged. In fact, because group exercise


members tend to be regular, motivated attendees already, they’re frequently left to it. The studio is too often seen as an add- on to the club, a scheduling task


– juggling popular classes against peak times, studio capacity and instructor availability – rather than the very heart of the offering. But with the loyalty of group


Group exercise attendees tend to be very


loyal members 48 Read Health Club Management online at healthclubmanagement.co.uk/digital


exercise members driving improved retention rates, and with it profitability, it makes commercial sense for operators to engage with group exercise. So how can operators better use the power of the studio to promote their clubs? How can they push up participation, ensuring as high a percentage of the membership as possible takes part in classes, rather than just the old faithfuls? How can they sell the studio, both internally and externally? And how do they maintain consistent instructor and class quality? We ask the experts…


October 2013 © Cybertrek 2013


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92