At Gymbox, non-members are welcome to attend; members get a discount
“Rather than focusing on delivering everything to an OK standard, health clubs can outsource to the right people to create a remarkable standard”
was previously free. To avoid such issues, there needs to be some sort of added value – perhaps a refurbished studio, new equipment, or changing the format of the pilates offering by introducing small group sessions or courses. It goes without saying that the instruction must also be excellent and that instructors should keep updating their skills.
Equinox in the US made over US$10m from pilates in 2013
For example, Central YMCA in
London, UK, started charging separately for pilates when it invested in a state of the art studio in 2005, to deliver Merrithew Health and Fitness’ STOTT PILATES courses. The standard of the new studio, facilities and instructors was set very high, and studio manager Brigitte Wrenn says the classes were marketed as an added value offering to existing members, as well as externally to non-members. A reformer class now costs £14, and matwork classes £12. One real success story comes
from the US, where health club operator Equinox offers mat classes for free to members, but charges for sessions using Balanced Body equipment – US$65 per student for groups of three people, or upwards of US$95 an hour for private sessions. “Our club made more than US$500,000 in revenue from pilates in 2013,” says Bess Mahoney, pilates co-ordinator for the Equinox club in Palo Alto, California. “Nationally, our clubs made over US$10m.”
February 2014 © Cybertrek 2014 Mahoney believes that, to charge
extra, an excellent full-body workout must be offered that includes strength training, stretching and an emphasis on the core. “Workouts are tailored to each client’s needs and goals,” she says. “All equipment is used in a session: reformer, chair, cadillac, barrel apparatus and mat work.”
RUN A COURSE Enderby Leisure Centre, operated by Everyone Active in the UK, doesn’t offer pilates as part of the timetable. Instead, it runs a progressive, mat-based class course – using props such as balls and bands from Physical Company – which must be booked onto and which has always been perceived by members as an extra. Beginner, intermediate and advanced courses are held, and all are open to non-members. “The pilates classes are booked as a
course over a six-week period, and the cost is based on the cost non-members pay for any class on the timetable, multiplied by six – a total of £33.30,”
Read Health Club Management online at
healthclubmanagement.co.uk/digital 71
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