PREMIUM TRAINING
of their overall business from small group training,” says Phillip Mills, president of group exercise specialist Les Mills International, who believes this is an area that health clubs must address. As small group training (SGT) comes
“V
ever more to the fore, driven by the popularity of concepts such as HIT (see p52), clubs have a choice: simply use SGT to create a buzz on the gym floor, as well as delivering results for participants, to drive member engagement and retention; or attach a premium price tag to SGT’s value- added offering to drive additional revenue. As Anastasia Yusina, president of
Strata Partners in Russia, told Health Club Management in her recent interview (see HCM NovDec 12): “You have to create products that people are willing to pay for, and I believe ‘club in club’ will be one of the big trends going forward. I genuinely believe – not just in Russia but in every country around the world – the public is willing to pay more for personal attention from really good trainers.” In line with this belief, Strata Partners
plans to launch a new, add-on SGT 'club in club' concept to drive revenues in 2013. But whatever route clubs choose –
premium add-on or gym floor buzz – SGT options are expanding and this will certainly be a key focus for the year ahead: 2012 already saw the emergence of a number of new pieces of equipment designed
ery few clubs are currently generating more than 5 per cent
Equipment such as Life Fitness’ SYNRGY facilitates small group training
specifically with small group training in mind, with functional training frames such as Life Fitness’ SYNRGY joining similar models from Queenax and PurMotion. Life Fitness is now due to incorporate sound and lighting systems into its SYNRGY packages, further enhancing the ‘club in club’ feel of the SGT environment. In line with this boom in SGT, 2013
will also see continued growth of the ‘microgym’ – specialist, standalone
concept clubs that have already proved successful in areas such as group cycling and personal training. These clubs charge per visit, with prices at a premium, relying on elements such as quality of instruction, expertise and exclusivity of design to justify the price tag. Even mainstream operators have started to see the opportunity in this, with the UK’s David Lloyd Leisure launching a brand new PT studio concept in Q3 2012.
“YOU HAVE TO CREATE PRODUCTS THAT PEOPLE ARE WILLING TO PAY FOR – ‘CLUB IN CLUB’ WILL BE A BIG TREND GOING FORWARD”
www.healthclubhandbook.com Health Club Handbook 2013 53
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