PILATES
says group exercise co-ordinator Jo Purdue. “Members get a discount of one class per six booked.” The average occupancy of the course
is 12 to 15 people, so the centre generates £350 to £450 per six-week course – a good, steady additional income. The course format is also seen to work well, as everyone starts at the same time and progresses together. “We’ve been running these classes
for more than seven years and they’ve created a large group of strong Everyone Active fans, who’ve developed a relationship with the instructor,” says Purdue. “It’s also another opportunity to bring non-members into the centre.”
INNOVATION Justin Rogers, creative director of London-based pilates studio operator TenPilates, says that, in order to command premium prices for pilates, it’s important to innovate. For example, he suggests operators
consider what expertise they could bring in from other areas of the club to add value to the pilates class. TenPilates incorporates a number of different disciplines that complement the pilates focus on posture and the core, and which make the classes more dynamic and varied, such as jumpboards, boxing
All instructors at TenPilates undergo an additional six weeks of full-time training
TenPilates runs a very personal service, and knows each client’s history
training and group cycling. “When you’re running a premium
operation – or as we say ‘boutique’ – you have to be very good,” adds Rogers.
“Regardless of their qualifications and experience, we require all our instructors to undertake six weeks’ full- time training at our accredited academy. “We run a very personal service: we know our clients’ history and injuries.
We make them feel at home, with free water, fresh fruit and wifi, so they want to hang out at our studios. Our ethos of making people feel good underpins everything.” l
72 Read Health Club Management online at
healthclubmanagement.co.uk/digital
February 2014 © Cybertrek 2014
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