Creative Programming = Healthy Businesses


BY MARC LEBERT


to stay too. Born out of the function- al training explosion and the Crossfit style of training, I am seeing them in both large and small clubs. Group exercise programming is al-


ways evolving and needs to stay fresh. I still see MMA clubs, Crossfit and yoga studios popping up everywhere. Zumba is still popular, and we recently introduced our own LeBARRE, LeHIP and LeBOOT classes. I feel that there will be a resurgence


F


rom our fitness product sales and predictions, I see continued growth in Bootcamps and small


operations throughout North America and globally. In Korea, for example we have a


master trainer team that shows train- ers how to use our tools for their boot- camps, sports teams, etc. Alternatively, in the Greater Toronto Area, now the third largest city in North America, we are seeing super-clubs, like Lifetime and Madonna’s new club Hard Candy, opening up. With the population base continuing to climb, these huge chains with their strong branding, extensive marketing and unique offerings will continue to penetrate new markets. Equipment manufacturers of large


pieces like treadmills, weight training equipment and selectorized machines are still in demand. However, I think they will need to be both competi- tive and creative with their products (e.g., offer new designs and custom pieces) and then develop program- ming around them) to continue to be succcessful. Large multi-function cages are here


of the step class, but something more athletic with new tools and exciting programming, not the 80s and 90s style. In the kids area, I am seeing schools


moving away from old stationary sin- gle-joint exercise machines to multi- joint, multi-planar movements. A very cool new tool for this is the Hangtime Training System where many kids can train around each other while the coach/teacher watches them all. Another trend is shorter workouts


with the same caloric output. Clients get their whole hour in without hav- ing to change their lives. Express for- mats (30-minute classes) are popping up as well. Finally I think there is a big mar-


ket waiting to be tapped for more psy- chological based fitness/behavioural modification programs. This is where people start changing their self-image, and self talk is the key to long term success. So many exciting trends, equipment


and group exercise formats creating viable and healthy businesses. What a great industry to be a part of!


Marc Lebert is the owner of Lebert Fitness Inc. Contact him at www.LebertFitness.com.


“I feel that there will be a resurgence of the step class, but something more athletic with new tools and exciting programming, not the 80s and 90s style.”


Adding Value


BY GEOFF DYER


2014


will see the continued expansion of low priced gyms


including Planet fitness, Crunch etc,. There is no question that this model


presents a great value to the member. The million dollar question is how will


these value based clubs perform when the "newness" wears off and a lower priced operator enters the same market. At 8000+ members per club, the newness will wear off at a faster pace than typical. Established Clubs with mid level pricing will


battle to maintain market share, and will need to add value to their offerings and refresh the look and feel of the member experience in order to stay in business. Micro gyms will continue to flourish in 2014


putting even further pressure on Established clubs. Innovative club operators will continue to


bring the micro gym experience ( CrossFit; Orange Theory; Boxing; TRX) inside the 4 walls of established clubs and offer a similar experience at a lower cost to the end user (members). Club owners will need to focus on the execution of their strategic plan in 2014.


The founder and CEO of Lifestyle Family Fitness in Florida, with 48 facilities and more than 180,000 members, Geoff is a native Australian with 35 years of experience in the industry.


» January/February 2014 Fitness Business Canada 25


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