» Programming
a school for 20 years and we have a huge wealth of knowledge in the yoga world.” Clubs that partner with licens- ing companies also benefit from their vast networks and exposure through newsletters, social media and other promotion, she adds. At GoodLife Fitness clubs, brand
recognition for its licensed programs is huge, says Nicky Nock, one of the com- pany’s group fitness managers. “We are the exclusive providers of Les Mills classes, Jillian Michaels’ Bodyshred and Yogafit Sweat in Canada, and peo- ple come specifically to our clubs for these classes because there is a guar- anteed level of delivery and quality.” And the consistent approach,
shared philosophy and common cho- reography benefits both members and management when it comes to sub- bing, says the pro-licensed crowd. “When an instructor needs a sub, there are no surprises for you or your mem- bers because you get the same quality and style of class from instructor to in- structor,” says O'Donnell. As for criticisms about the repetitive
nature of the model, Nock, believes there is lots of room for creativity. “There are plenty of opportunities to express yourself as an instructor,” she says. “Yes, the choreography is set, but how you deliver it is up to you.”
Two is Better Than One At the Town of Ajax fitness facilities,
in Ajax, Ontario, group exercise par- ticipants, choose between both styles of classes. “The foundation of our program
is traditional classes that are choreo- graphed by our instructors and which address all the fitness basics,” says Group Fitness Supervisor Christy Fyfe. The Town’s schedules also include two licensed programs: Zumba and Pound, a program new to Canada. “Our members usually attend a mix
of four or five classes a week, and I know they wouldn’t want to give up either the licensed or traditional class- es,” says Fyfe. On the subject of interacting with
and correcting members, Fyfe chose the two licensed programs specifical- ly because she sees this as a non-issue with both of them. “The teaching culture at our facili-
ties is very much about instructors getting out into the group and offering corrections and modifications. You can absolutely do this with Pound because it’s a muscular endurance program with simple exercises,” she says. “And Zumba isn’t too technical and there re- ally is no right or wrong way to do the moves, so we’re fine with the instruc- tor not circulating.” Fyfe disagrees with the traditional-
ists who dismiss pre-choreographed classes and claim that they are all the same from instructor to instructor: “Your personality and the way you cue and deliver the choreography lets you bring your own creativity to them,” says Fyfe. If she has any issue with the licensed programs, it is that some don’t require instructors to be certi- fied group exercise instructors as a prerequisite. Sara Zajac, a group exercise instruc-
“Zumba is a highly identifiable brand that our members love,” says Christy Fyfe, Town of Ajax group fitness supervisor.
26 Fitness Business Canada November/December 2015
tor and personal trainer at Fitwells for Women, which has three clubs in B.C., also has concerns about certification: “Generally speaking, traditional in- structors complete certification cours- es and exams and the result is instruc- tors with a broad scope of knowledge, skills and experience. But with some licensed programs that are just week- end workshops, you can end up with instructors who can teach the prod- uct but who don't necessarily have the background to provide optional moves to make the class inclusive for
Classes retain the masses
Several studies confirm the retention power of group exercise programs. One series of studies showed a 26% increase in retention over nine months for club members participating in group exercise programs. Another study showed that the risk of cancelling was 56% higher in gym- only members compared to group fitness members.
everyone or who don’t know how to correct poor technique.” Members at Toronto’s Mayfair
Tennis and Racquet Clubs also en- joy a mix of traditional and licensed programs, which include Jock Yoga, Zumba and Mossa. The special appeal of traditional classes is that the cho- reography is new and fresh with each class, says Al Greene, the clubs’ group fitness coordinator, and this prevents boredom. But a big upside to pre-cho- reographed programs and practising the same class for several weeks is that it give members the opportunity to perfect the work, says Greene. “And re- peating the same choreography over several weeks gives them a measuring vehicle to chart their progress.” Whichever group exercise route
your club takes–licensed programs, your own original classes or a combi- nation of the two–your ultimate suc- cess lies in hiring and then hanging onto exceptional instructors, says The Social Club’s Adams. “Ultimately, it’s your instructors
who set the tone, bring the energy and motivation, connect with your members and encourage them to push themselves,” she says. “When you be- lieve in your instructors and they pres- ent outstanding classes, the big payoff is member happiness.” FBC
Barb Gormley is a certified personal trainer and a freelance health and fitness writer. Contact her at
www.barbgormley.com.
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