JANUARY 12 LETTERS write to reply
cutting human aspect of class instruction is a risk
I read the article entitled Money Spinner (HCM Aug 11, p36) and was extremely surprised to hear that clubs were running virtual classes without instructors. Although I do think well- made destination videos can work really well as a themed class (with an instructor) from time to time, I feel cutting out the human aspect of the instruction of the class is a risky way to squeeze profits out of a fitness business. If you are a bigger gym and only
run 10–15 indoor cycling classes a week, then maybe you are not making enough money out of your studio space to justify the square footage used. Removing the instructor’s fee has an obvious financial benefit in black and white terms. However, it is the human element that makes one work so much harder in an indoor cycling session. In addition, customers become attached to
instructors’ individual styles – they keep coming back to the instructors whose instruction styles they identify with. The instructor also educates and keeps an eye on safety and technique. If you go to some of the US indoor
cycling studios at, say, 10.30 am for a 45-minute session, you will see that those classes aren’t packed as the timing is awkward. However, they generally get enough bums on seats to cover the costs and accommodate their riders who have to do the school run and don’t get their ‘me time’ until late morning. This keeps those customers talking and reinforcing their brand. At Boom! Cycle, a new independent
cycling studio in London, we already offer 21 instructor-led classes a week and plan to launch more as soon as we can. hilary gilbert managing director, boom! cycle
The FIA’s remit now extends well beyond its original gym-based origins
fi a to rename to create ‘more accurate representation’ As referred to in the recent editor’s letter (HCM NovDec11, p3), the FIA (Fitness Industry Association) has announced its decision to rebrand – to change its name and visual identity to create a more accurate representation of its market position. This is not to say that we are no
longer the fitness industry, but that we are the fitness industry and then some! If a name is meant to follow the old mantra of ‘does what it says on the tin’, this is currently no longer the case for the FIA. The current FIA membership base is
over 3,000, with a plethora of operator and supplier members. These members now encompass both the indoor and outdoor activity spaces – a notable extension from our gym origins. Our partnership work is also growing at a fast pace, and that growth is beyond our ‘fitness’ boundaries. We are constantly building new and exciting partnerships across government, the private sector, sport and the 2012 Games legacy, in order to entice the nation to be active and break the 12–14 per cent glass ceiling. The current brand fails to reflect
this new capacity and actually feels constrictive to our market sector growth. As a business, we have outgrown our current name; this rebrand will be key to our long-term survival and leadership. We will stay loyal to our vision of more
Boom! Cycle already offers 21 instructor-led classes a week and will launch more 8 Read Health Club Management online at
healthclubmanagement.co.uk/digital
people, more active, more often, but we believe 2012 is an ideal time to enhance our brand identity and showcase our offer to the wider market. A full stakeholder consultation process begins this month. david stalker ceo, fi a
january 2012 © cybertrek 2012
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