success of TRIBE Team Training in New Zealand, J.P. saw an opportunity for the North American market. “I recognized that clubs in gen-


eral were only realizing a fraction of the potential revenue, retention and culture that this type of department could have,” says J.P., a business execu- tive who has studied, advised and con- sulted with fitness clubs worldwide.


WHAT TRIBE Team Training provides unique small group personal training pro- grams to fitness clubs around the world. Unlike traditional group exer- cise classes, TRIBE consists of small teams with six to 10 participants who work with a coach on a specific schedule during a six-week program. Individuals strive for personal goals in a supportive team environment.


The TTT concept is a standalone de-


partment that generates revenue for clubs. Clubs pay monthly licensing fees and receive complete training for their coaches and management, along with programming, marketing materi- als and strategies for business growth. “We aim to help clubs bridge the


gap between large group exercise and one-on-one training,” says J.P. “We pro- vide value to the three key stakehold- ers of any fitness facility: members, coaches and the business.” For example:


• Members participate in progres- sive programs with measured re- sults that give purpose to their training. The workout is similar to one-on-one training but happens in a team environment, which provides motivation and develops strong relationships.


J.P. Richard and office manager Kathy Kostlivy at TRIBE Team Training North America’s Montreal headquarters.


• Coaches receive ongoing edu- cation, have career progression pathways, increased earning po- tential and experience high cli- ent retention and overall job satisfaction.


• Clubs are given a turnkey solu- tion (including marketing strate- gies and management support) that offers consistency and value, generates additional revenue and results in increased member en- gagement and retention.


WHEN The program launched in 2012.


WHERE Clients are in 14 countries on five con- tinents, including 75 clubs in the U.S. and 12 in Canada. North American headquarters is in Montreal.


WHY J.P. explains that while typical group exercise is entertaining, fun and gets people working out, the down- side from a club perspective is that it doesn’t generate extra revenue. “We developed our system on the


basis of personal one-on-one training,” he says. “In a culture where nobody knows if you’re going to show up or not, nobody follows up with you and nobody’s accountable to any sort of program, the chances of success, and therefore the chances of proving value, are much less.” The company plans to grow by of-


fering more resources to clubs through the TTT platform, developing partner- ships with technology companies, offer- ing continuing education and advanced coaching training and certification, and creating leadership retreats. “Our vision is adding services and


resources, making it easier for club owners to demonstrate value,” says Richards. “Members want that group experience and want to work out to- gether, and it’s incumbent on the clubs to create that for their members. We exist because we help them do that, and we want to do more of it.” FBC


Kathryn Korchok is a journalist whose work has appeared in major newspapers and magazines in Canada and the U.S. She specializes in health, fitness, lifestyle and business writing. Contact her at kathryn.korchok@gmail.com.


March/April 2018 Fitness Business Canada 21


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