This page contains a Flash digital edition of a book.
skills and a knack for creating ‘fitness magic’ is what you need to look for. Once you’ve secured some top


instructor talent, incentivising world- class performance and retaining your top instructors is equally imperative. C2K Fitness and Aquatic Centre


in Sydney, Australia, has shown that establishing a system that combines fi nancial and non-fi nancial rewards is one of the most effective ways to get top-notch instructors queuing up to be part of the team. As a way of attracting and retaining top talent, C2K pays at, or above, market rates. It also subsidises instructor training by reimbursing DVD and CD costs, as well as subsidising the cost of attending various industry events. It also stages in-house training and makes its instructors feel appreciated via specifi c group fi tness awards, such as


‘Instructor of the Year’. As a result it has attracted – and held on to – a bevy of world-class instructors and picked up a suite of industry awards along the way.


april 2011 © cybertrek 2011


Organise great instructor training Like any sports team, an instructor team needs to constantly train towards mastery if it wants to win championships. Ongoing instructor training is absolutely key to offering in-class experiences that transform members into fans. Clubs around the globe are already


showing how creating a training schedule (leveraging key industry training opportunities and events), supporting ongoing development and using regular coaching to build instructor strengths can cultivate a team of motivated, passionate professionals. It is these passionate individuals who will inspire and encourage your members to return class after class.


Develop the best studio you can afford If you want to offer an incredible fitness experience that gets people coming back for more, you need to create a ‘wow’


Get the best: Investing in the best design and technology, and recruiting and motivating ‘rock star’ instructors, will win members over


group fitness space. Do some research and establish the status quo – then take things up a level. Create the best studio you can afford: get professional design input and invest in a groovy space with great sound, lighting and décor. This is something that Fitness in Motion


in Queensland, Australia, did in February 2010. With the goal of creating a ‘club within a club’, it invested in brightly- coloured décor, a large stage area and nightclub-inspired lighting. Club owners Richard and Sharon Cessford believe it changed the whole feel of the place and lifted the vibe immediately. Twelve months on, total club attendance is up by 8 per cent and group fitness attendance has also increased – it accounts for up 46 per cent of total visits to the club.


Read Health Club Management online at healthclubmanagement.co.uk/digital 39


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