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group exercise


WORLD WORLD


FOCUS


BEST IN CLASS I


Phillip Mills looks at ways in which clubs can develop the best possible group exercise offering, and investigates the impact this can have on profitability


t beats football. It beats tennis. And it beats golf. In fact, when it comes to popularity, going to the gym tops all of these sporting


activities combined. In recent years, health club


attendance has become the western world’s biggest adult ‘sport’. Yet despite such popularity, in the developed world no more than 17 per cent of adults belong to health clubs in any single country, with market share much lower in most places – all of which means there’s still plenty of scope for growth. Developing world-class group fi tness


can be one of the fastest ways to propel this growth. As thousands of health clubs across the globe will attest to, group fi tness is the most established way of creating a sense of community and excitement in a club. Providing leading- edge group fi tness will not only drive more members into your club, but will also help you hold on to them and, as a result, improve your bottom line.


38 But is it as easy as it sounds? I believe


there to be some key elements that are very easy to implement and that will help you get it right. Best of all, none of these need to be particularly costly to engage, yet they can most certainly pave the way for increased profi t.


Create a scorecard If you can’t measure it, you can’t manage it. Establishing a scorecard system for your management team and instructors is one of the simplest, most effective ways of motivating your people and ensuring that they’re helping you play to win. It all comes down to setting clearly defined attendance goals and counting attendance at every class.


Maximise your timetable Timetable design is the unsung hero of successful group fitness operations. Increasing weekly attendance by giving more classes to your most popular teachers and programmes, and fewer to


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


the less popular, is a simple way to help drive consistent attendance growth and keep members coming back for more. For most clubs, it’s as easy as letting your members vote with their feet. This again means collecting and reviewing class attendance data on a very regular basis to ensure that members are getting the classes they want.


Recruit world-class instructors – and keep them There’s no doubt that ‘rock star’ instructors are like magnets. A single great instructor can bring hundreds of members to your club, so imagine what a team of great instructors could do. If you hunt out and build a team of rock star instructors, you will see your retention levels improve and your group fitness attendance grow before your eyes. The idea is to recruit for excellence, even if it takes time. The ability to connect with members, inspirational technique, great coaching


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