functional zones
Escape’s Move It functional training concept has been designed to make exercise fun as well as effective
demonstrate real value for members that balances free group classes with paid personal training results.”
make some noise Making a splash with a new functional
zone is key, so marketing and location in the gym are important considerations – most people we spoke to recommended situating them in the centre of the gym floor, with powerful branding and a distinct colour scheme. But, says Sellar: “Often these zones aren’t really marketed, and that’s a shame. Members need to see that there’s a new area with its own identity. The best way to do this is to create a separate schedule of taster classes and small group training to get people to engage with the new zone. Sessions should be regular but also exclusive enough – maybe six to 10 participants per session – to start creating some sort of demand.” Swyer agrees: “Promote as part of
your marketing campaign, run taster classes to increase uptake and, most importantly, engage and motivate staff, upskill through training and get them to be the champions. This will encourage members to join in and is a key factor to success. Lastly, try different programming options to keep up the variety and ask for member feedback to create new sessions.
When DW Fitness launched its first functional zone, more than 4,000 members used it in the first six weeks
THE REEBOK SPORTS CLUB
“Sports performance and power/Olympic lifting has become more and more popular with trainers and members alike – it’s a dynamic, varied and results-driven method of training,” says John Penny, MD of The Reebok Sports Club London. “Our new zones, opening this month, cater for that evolution, with Olympic lifting platforms, power racks, a new kettlebell and ViPR area, TRX and a revised functional/combat/boxing zone. “We’ll offer specifi c inductions for members who want to use the area
and mini refresh sessions for those who’ve used it before, plus scheduled studio masterclasses with our experienced PTs and teachers. “These areas encourage people to work out together – something
they may not normally do in a fi xed equipment environment. It builds communities within the club and that can aid retention signifi cantly.” “The club has a trainer who’s an Olympic lifting coach and he takes
some of the members for sessions on Olympic lifting. This adds a great deal of value to membership and the feeling of being ‘part of the club’,” adds Tom Haynes of York Barbell UK.
“Once members can see and feel
the results for themselves, they will regularly use these zones. But it’s essential that the fi tness team knows how to use this area to get results, and this must be led by the fi tness
management team and supported by the sales team. Everyone must know why this area is being developed, how to promote it and how to use it effectively, otherwise the message does not get across to members.” The momentum behind functional
training, and the creation of dedicated zones in clubs, certainly appears to be gathering speed. But there’s still some way to go until their full potential is embraced. Says Sellar: “It has to be a two-way street. Trainers are expected to drive education forward, and many of them do, but they are let down when clubs don’t install modern kit. Trainers today have a level of knowledge that far outweighs what the majority of clubs are providing – clubs aren’t investing in kit that supports the trainer. The industry is moving one way and I’m not sure the operators are moving quite as fast in that same direction.”
healthclub@leisuremedia.com kate cracknell
38 Read Health Club Management online at
healthclubmanagement.co.uk/digital may 2011 © cybertrek 2011
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