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staff know-how Pilates-Mad MD David Elliott says pricing devised for members. This aided
Onslow recognises that many club a compact studio can be installed, club retention and encouraged pilates
owners may feel they lack sufficient with premium prices refl ecting enthusiasts to join.”
pilates knowledge at managerial level to the level of specialist tuition Operating 86 clubs across 19 states,
establish a studio project. Another Life Time Fitness has installed pilates
potential issue is that clubs are clubs involve a tie-in of a key instructor, studios in 64 locations, either in a
accustomed to implementing new either through shared ownership or compact format with fi ve Peak Pilates
concepts at breakneck speed, relying on a lease-and-profi t share. In the US, Total Workout Systems, or larger
their fitness instructors to adapt after a however, there have been clubs which spaces between 46 and 74sq m (500 and
few days of training. “This is why,” he have treated the capital purchase of 800sq ft) which offer a wider range of
says, “there’s a real need for pilates equipment in the same way as equipment. National director of mind-
organisations such as STOTT PILATES to gym equipment. The hope might be to body programmes, Eduardo G Perez,
work directly with managers from early generate additional memberships from explains that equipment training is
planning stages, providing the expertise pilates enthusiasts who would otherwise offered at an additional cost exclusively
they require to phase in appropriate not have attended the club.” to members as a key feature of personal
programming and train staff [six months So what insights can be gained from training programmes.
for a matwork teacher to learn reformer the US? Carol Tricoche, executive Life Time Fitness has also designed
instruction]. Alternatively, we can help director of full solutions for STOTT its studios as unique destinations, giving
to source suitably qualified instructors PILATES, was instrumental in the them their own entrances and ambience
looking to manage an equipment studio, conversion of a racquetball court to a to differentiate them from the rest of the
and integrate them into the business 74sq m (800sq ft) equipment studio at club. “We identifi ed early on that you
while existing staff are trained to cope The Claremont Club in California. need dedicated space and comprehensive
with future demand.” Following an initial investment of marketing plans to sell to individuals and
He continues: “Virtually all the UK US$55,634 on STOTT education small groups,” explains Perez.
models in operation within health and equipment, the studio generated He continues: “There’s a major
US$310,000 within three years of opening shortage of suitably qualifi ed instructors,
and doubled in space due to demand. but you can overcome this by partnering
“Keep matwork classes as part of with an organisation that has an
group exercise within your membership educational branch. We’ve seen that it’s
and use them as feeders to fee-based possible to recoup return on investment
equipment training by utilising the same for fi rst-tier training after three months.
instructors,” Tricoche advises. “For the Pilates equipment has enhanced our
best return on investment, you need offering as a one-stop club, and we’ve
to offer a combination of private (60 made the necessary return on investment.”
sessions per week), semi-private (20) Whether in the US or the UK, it seems
and group reformer (18) training in your equipment training has a role to play in
studio. Private sessions can be charged the club environment. Before embarking
from US$50–100 and groups from on a programme, however, it’s important
US$25–30 a head. At Claremont, the that operators have marketing plans in
studio was open to non-members, but place and devoted space available, along
they couldn’t take advantage of package with qualifi ed instructors, to ensure
studios are busy and capable of generating
Life Time Fitness designs its studios all-important additional income.
as unique destinations, with their own
entrances and ambience, to differentiate neena dhillon
them from the rest of the club
48 Read Health Club Management online march 2010 © cybertrek 2010
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