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Happenings UPFRONT


8 Happenings | 10 Conference | 12 Q & A 14 What’s New


5 Key Takeaways from Zen Planner’s Annual Boutique Fitness Benchmark Report


Two groups in particular emerge: “Thrivers,” those generating at least $7,000 a month in net income and “Stragglers,” those either breaking even or los- ing money. If you’re curious about how your studio matches


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up, here are some key findings from the report (all dollar amounts are USD).


1. Watch your costs Thrivers spend only 14 percent of their month- ly revenue on rent or mortgage payments while Stragglers spend a whopping 90 percent. Labour costs are 30 percent of revenue for Thrivers, but they are only 34 percent for Stragglers. Keeping precise track of your studio’s financials, although seemingly elementary, is essential to your success.


GoodLife Fitness Installs Fitness Facility on Royal Canadian Navy’s Newest Vessel


welcomed to the fleet in March, now has access to a 4,000 sq. ft. fitness facility thanks to GoodLife Fitness and Federal Fleet Services. The facil- ity includes customized Olympic- style power lifting racks and a full TurfZone with pushing sleds, battle ropes, plyometric boxes and TRX straps. There are also indoor cycles, rowing machines, treadmills and more. All of the equipment was in- stalled and secured with maximum safety in mind to meet the demands of the ship’s crew when they are deployed. “GoodLife proudly supports


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Canadian veterans through our CF1 Appreciation Program and we see this fitness facility as the next step in showing our care for active


8 Fitness Business Canada Summer 2018


he crew of the MV ASTERIX, the Royal Canadian Navy's (RCN) vessel that was officially


Armed Forces members,” says David Patchell-Evans, founder and CEO of GoodLife Fitness. Through the CF1 Appreciation


Program, GoodLife offers discounted memberships to Canadian veterans and their families. The company also has a long-standing corporate mem- bership program in place with mul- tiple divisions of the Department of National Defence. “This fitness facility is certainly


one of the most talked about features of the ASTERIX,” said Spencer Fraser, CEO of Federal Fleet Services, the builders of the RCN’s newest vessel. MV ASTERIX is a Naval support


ship leased to the RCN that provides the Navy with fuel, cargo, ammu- nition, a floating hospital, a plat- form for two helicopters and quar- ters for humanitarian and rescue operations.


2. More is better Thrivers have a median of 143 members, while Stragglers have just 60. Thrivers also generate $231 more revenue per member per month than Stragglers and net three percent more new mem- bers per month. The average Thriver is also rela- tively large, generating over $44,000 in monthly revenue.


3. Don’t give your services away Thrivers’ median monthly price for an unlimited membership is $130. This price is 25 percent higher than the median Straggler price.


4. Make it easy Thrivers have 72 percent of their members on au- topay. The convenience of autopay encourages members to come back to your studio month aſter month, providing you with a stream of income you can count on.


5. It’s all about the experience How can Thrivers charge higher prices yet still have higher membership retention than Stragglers? One reason may be that they offer a better stu- dio experience. They invest in creating an invit- ing environment, limit class sizes and offer a broad array of group fitness classes. The average class size for Thrivers is 10 members, with an average of six classes per day. They also offer a wide array of classes including weight and strength training, bootcamps, yoga and more. Offering a variety of classes caters to a broad customer demographic spanning ages, interests and athletic abilities.


For more information, visit www.zenplanner.com


ach year, Zen Planner surveys boutique fitness studios around the globe to identif the key attributes of highly successful fitness studios.


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