functional zones
much equipment. However, if you don’t do it properly, these zones won’t have enough impact to deliver the wow factor, to bring about an ‘I want to go and play in there’ reaction among members.” Mahony adds: “Operators may be
nervous about removing traditional gym equipment to make room for this sort of space, but clubs often have under- used equipment that can be taken out. Where these zones are staffed, they also provide a great opportunity for employees to interact with members and assist them in achieving their goals.” Functional training kit, as Collins
points out, also has a long shelf life compared to some of the more hi-tech equipment found in a gym. “The biggest obstacle is the lack of
information,” says Haynes. “Some gym owners are business men/women, not fi tness professionals, so they need to be educated on what’s actually the best form of training before they can sell this idea to their members. But even just from a bottom-line point of view, the numbers stack up. There are minimal maintenance costs, low initial expenditure, more users per square foot of fl oor space... All this leads to a positive number on the books, but only if quality equipment is purchased.” At the moment, explains Matthews, many clubs use the zones for personal
Get results: Jordan’s director of education says clubs need to get the right kit, educate the PTs and give them enough space to move
training only. But to really get the most out of them, he recommends small group training sessions led by an instructor. “It’s a real USP for the club – something very different from studio-based classes or personal training, driving member engagement through the social element and creating a buzz on the gym fl oor. And really all it needs is one or two instructors committed to running a programme of sessions throughout the week. “For example, when DW Fitness fi rst
launched these zones, it ran small group training sessions during the week, all included in the price of membership. The fi rst zone was in the Bolton club and the response was phenomenal – more than 4,000 members used the space in the fi rst six weeks. “For me, this small group approach is
key to the success of these zones, as members will get more out of them if they’re educated and supervised – if they’re actually shown the hundreds of different ways to use the kit. We’ve already launched our Move IT small group training package in Europe –
“SMALL GROUP TRAINING IS A REAL USP FOR THE CLUB, DRIVING MEMBER ENGAGEMENT AND CREATING A BUZZ ON THE GYM FLOOR”
36 may 2011 © cybertrek 2011
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