8 keys to group fitness management by les mills

LES MILLS INTERNATIONAL © 2011

MAKING GROUP FITNESS AN INTEGRAL PART OF YOUR FACILITY SUCCESS

1


WHAT ARE THE SECRETS OF THE WORLD’S MOST SUCCESSFUL FITNESS FACILITIES?

MANIFESTO EVERYONE PUSHES EVERYONE ELSEThe problem with exercise is that it’s exercise. That’s why we hold group classes. There’s something very powerful about a group. A group motivates one another. A group supports one another. A group pushes one another. And when everyone pushes everyone else, everyone feels the benefits. Before you know it, exercise isn’t such a problem. You’re enjoying it. And you’re enjoying it with other people. But imagine if it wasn’t just you, or your friends, or your friends’ friends that started to enjoy exercise. Imagine if it was the whole world. LES MILLSTM group classes are held in over 80 countries around the planet. The classes are run in over 14,000 clubs and taught by more than 90,000 qualified instructors. And every week millions of people take part in a LES MILLSTM class. That’s a lot of people pushing each other. And that’s when exercise really stops being a problem and becomes a solution. One class at a time, one step at a time, one curl at a time, towards creating a fitter planet.

Contact your local LES MILLSTM agent today.

lesmills.com/pro


When we ask people what they want when they join a fitness facility, they say things like weight loss, toning up, getting fitter, improving their health. Things we can group under the heading of getting results.

People aren’t stupid. They know they can get results by running around the block or exercising in their living room. But they also know that they lack the motivation. They want a kick in the pants.

WE ARE IN THE MOTIVATION BUSINESS. WHETHER THEY KNOW IT OR NOT, THE MOST SUCCESSFUL ORGANIZATIONS ON THE PLANET DESIGN THEIR FITNESS FACILITIES TO MEET THIS NEED.MOTIVATION

RESULTS


Many operators focus solely on sales and profit. Sophisticated clubs and recreation centres add membership numbers and retention statistics. But there is one number that has a more powerful effect on success than any of the others. Member attendance.

Attendance is the most important metric in our industry.

Regular attenders renew their memberships, refer their friends and promote their clubs at staggering rates when compared to members who pay but seldom use their gyms.

And what’s the secret to increasing attendance? Increasing motivation and results.

GETTING MORE PEOPLE THROUGH THE DOOR MORE OFTEN.

HOW CAN WE TELL WE ARE DOING A GREAT JOB OF MOTIVATING PEOPLE? IT’S SIMPLE. THEY ATTEND MORE OFTEN.


SO HOW CAN WE“MANAGE” MOTIVATION?

Motivation is driven by what’s around us and comes in many different forms. In your facility it’s the workout environment, the activities you offer, the social relationships between staff and members, your goal setting tools, the education you provide, your coaches; it’s even subtle, intangible things like your “member culture”, and how easy it is for members to sign up and feel like they belong.

For all the good efforts of the equipment companies, it’s not about the machines. It’s about becoming more than just a place where people come to pump iron and run on a treadmill. Leave that to the budget gyms that charge $10 a month.

HOW DO THE BESTFACILITIES DO IT?c Design a high energy workout environment

c Create a relationship selling and new member induction system

c Recruit a team of great personal and small group trainers

c Build a club within-the-club system for sports and other activities

c Develop a member education and social network communication system

AND FOR THE VAST MAJORITY OF FITNESS FACILITIES, THERE IS ONE SIMPLE METHOD THAT STANDS OUT HEAD AND SHOULDERS ABOVE THE OTHERS…


c 90% of all exercisers report that they would prefer to work out in a group1

c Members who attend Group Exercise come to their club 3 times per week compared to IHRSA's fi gure of 1.9 member visits a week on average.

c 60% of people rate Group Exercise as the #1 service they specifi cally look at when choosing a gym2

c Increase in Group Exercise participation is a key indicator of club growthand profi tability3

c The challenge for health clubs is that the best seem to be able to achieve 30% plus of their traffi c engaging in Group Exercise, with the top performers around 50%4

1. Dr. James J Annesi: Effects of Minimal Group Promotion on Cohesion and Exercise Adherence

2. IHRSA study 2009

3. IHRSA Retention Report 2007

4. Will Phillips, The Retention Breakthrough


WHAT ABOUT PERSONAL TRAINING ANDSMALL GROUP TRAINING… DON’T THEY ACHIEVE THE SAME THINGS?Yes absolutely. These are wonderful innovations that have revolutionized parts of our industry. And facility operators love them because they can charge for them. However even the world’s best only engage around 10% of their attendances in PT and 3-4% in Small Group Training.

Group Exercise attracts and motivates the masses. Some of the world’s most successful facilities have over 50% of their attendances in Group Exercise.

GROUP EXERCISE

IS BY FAR THE MOST POWERFUL WEAPON IN YOUR MOTIVATIONAL ARSENAL!

PersonalTraining 10%

Small GroupTraining 4%

Unassisted Exercise

GroupExercise 36%50%

BENCHMARKS FOR HIGH PERFORMING FACILITIES

“GROUP EXERCISE MEMBERS ATTEND MORE REGULARLY, REMAIN MEMBERS LONGER, MAKE MORE REFERRALS, PERCEIVE GREATER VALUE IN THEIR MEMBERSHIPS (I.E. WILL PAY MORE) AND DO NOT LEAVE WHEN A BUDGET GYM OPENS NEARBY!”1


c 90% of all exercisers report that they would prefer to work out in a group1

c Members who attend Group Exercise come to their club 3 times per week compared to IHRSA's fi gure of 1.9 member visits a week on average.

c 60% of people rate Group Exercise as the #1 service they specifi cally look at when choosing a gym2

c Increase in Group Exercise participation is a key indicator of club growthand profi tability3

c The challenge for health clubs is that the best seem to be able to achieve 30% plus of their traffi c engaging in Group Exercise, with the top performers around 50%4

1. Dr. James J Annesi: Effects of Minimal Group Promotion on Cohesion and Exercise Adherence

2. IHRSA study 2009

3. IHRSA Retention Report 2007



WHAT ABOUT PERSONAL TRAINING ANDSMALL GROUP TRAINING… DON’T THEY ACHIEVE THE SAME THINGS?Yes absolutely. These are wonderful innovations that have revolutionized parts of our industry. And facility operators love them because they can charge for them. However even the world’s best only engage around 10% of their attendances in PT and 3-4% in Small Group Training.

Group Exercise attracts and motivates the masses. Some of the world’s most successful facilities have over 50% of their attendances in Group Exercise.

GROUP EXERCISE

IS BY FAR THE MOST POWERFUL WEAPON IN YOUR MOTIVATIONAL ARSENAL!

PersonalTraining 10%

Small GroupTraining 4%

Unassisted Exercise

GroupExercise 36%50%

BENCHMARKS FOR HIGH PERFORMING FACILITIES

“GROUP EXERCISE MEMBERS ATTEND MORE REGULARLY, REMAIN MEMBERS LONGER, MAKE MORE REFERRALS, PERCEIVE GREATER VALUE IN THEIR MEMBERSHIPS (I.E. WILL PAY MORE) AND DO NOT LEAVE WHEN A BUDGET GYM OPENS NEARBY!”1


GROUP EXERCISE AT YOUR CLUB: WEAPON OR WEAKNESSPerhaps you already have a great Group Exercise offering. How do you know?

Do you count your attendances and benchmark them against other industry top performers? The average club has 300-400 Group Exercise attendances per week, but successful Group Exercise clubs have 3,000-4,000 and the best clubs up to 10,000. What is your weekly Group Exercise attendance?

Can you guarantee your members and guests world-class quality classes no matter when they come, and whois teaching?

Do you offer the most popular music and moves in every one of your classes - that are carefully tested, legally licensed in all respects, get proven results and continually revitalized?

Do you lead a Group Exercise culture that attracts the best instructor talent and inspires loyalty and community?

Do you benchmark your instructors against the world’s best and provide them with inspirational training and development solutions to grow their skills?

Do your members regularly refer their friends to classes?

Do many of your new clients join your facility because ofyour Group Exercise excellence?

UNLEASHING THE FULL POTENTIAL OF GROUP EXERCISEWITH A GREAT GROUP EXERCISE PROGRAM,YOUR MOTIVATIONAL WEAPONS INCLUDE:

THE TEACHERTHE MUSICTHE MOVESTHE STUDIO DESIGNTHE ENERGY OF THE CROWD THE BONDS CREATED AMONG MEMBERS AND INSTRUCTORS BUT ONLY IF YOU GET THEM RIGHT...

?

?

?

?

?

?

?


WHY IS GROUP FITNESS IMPORTANT TO YOUR BUSINESS?

12


FACILITY GOALSOPTIMIZING GROUP FITNESS PERFORMANCE IS THE FASTEST AND LEAST EXPENSIVE WAY TO INCREASE CUSTOMER ENGAGEMENT AND FACILITY USAGE

Commercial connection between • group fitness attendance • facility attendance• retention• membership sales • long-term profitability

13


PACKING CLASSESTHE BEST WAY TO INCREASE YOUR PROFIT AND MEMBERSHIP SIZE§60% of people rate Group Fitness classes as the most

important factor for choosing to join a health and fitness center

§90% of exercisers prefer to exercise in group–People come 3.4 times a week to GF in facilities using

LES MILLS™ programs compared with 1.9 times a week in other facilities

§40% of people cite Group Fitness as the biggest influence on how long they stay a member of a club–72% of LES MILLS™ participants say they will continue

to take LES MILLS™ in next 12 months

14


PACKING CLASSESTHE BEST WAY TO INCREASE YOUR PROFIT AND MEMBERSHIP SIZE

§Group Fitness member retention rates are higher than other member retention rates, on average

§Satisfied Group Fitness members refer people 3x more than other members

-95% LES MILLS™ participants would absolutely or strongly recommend LES MILLS™ programs to their friends and family

15


PACKING CLASSESIT’S BIGGER THAN MAKING MONEY§ Creating massive social

energy § Impacting as many people

as you can within your local community

§ Fighting sedentary lifestyles and ‘globesity.

16


GROUP FITNESS MANAGEMENT PURPOSE

HOW MANY PEOPLE CAN YOU MAKE FITTER, HEALTHIER, HAPPIER EVERY WEEK WHILE BUILDING YOUR FACILITY’S SUCCESS?

17


ACTION #1

BUILDING FACILITY SUCCESS USING GROUP FITNESS

SET INSPIRING GOALS FOR YOURSELF AND FOR YOUR TEAM

18


BHAG: __________________

12 Months: __________________

GROWING GROUP FITNESS PERFORMANCESET YOUR WEEKLY GROUP FITNESS ATTENDANCE BHAG§ What’s your current Group Fitness weekly attendance? _________ § How many weekly visits do you think you could achieve in 3 to 5 years

if your instructors were delivering the best experience in every class in your facility? Twice bigger? Three times bigger?

19


BHAG: 200012 Months: __________________

GROWING GROUP FITNESS PERFORMANCESET YOUR WEEKLY GROUP FITNESS ATTENDANCE BHAG§ What’s your current Group Fitness weekly attendance? 500 § How many weekly visits do you think you could achieve in 3 to 5 years

if your instructors were delivering the best experience in every class in your facility? Twice bigger? Three times bigger?

20


$: __________________

POTENTIAL FINANCIAL BENEFITSWHAT’S THE SIZE OF THE PRIZE?§ BHAG - Group Fitness weekly attendance = __________ § Divide the result by 3 (average number of

GF visits per week per person in LES MILLS™ facilities): __________§ Multiply it by your average yearly membership: $_________

21


$: 300,000

POTENTIAL FINANCIAL BENEFITSWHAT’S THE SIZE OF THE PRIZE?§ BHAG - Group Fitness weekly attendance = ___1500_______ § Divide the result by 3 (average number of

GF visits per week per person in LES MILLS™ facilities): __500____§ Multiply it by your average yearly membership:

22


WHAT DOES IT TAKE TO BECOME A CHAMPION AT GROUP FITNESS IN YOUR FACILITYTHE PLAN IS BASED AROUND 8 KEYS

23


IMPLEMENT A SCORECARD

24


A TEAM CAN’T PLAY TO WIN IF IT DOESN’T KNOW THE SCORE. IF YOU CAN’T MEASURE IT, YOU CAN’T MANAGE IT.

25


IMPLEMENT A GROUP FITNESS SCORECARDKEY ACTIONS 1. Set goals for growth

– Weekly Group Fitness attendance and Individual class targets for instructors2. Count numbers in every class3. Analyze the data: measure performance versus targets

– Weekly Group Fitness attendance– % facility visits delivered by Group Fitness– Average attendance per class– Individual class performance versus target: class ranking and/or cost per head– Program performance (program rankings)

4. Publish the results to your instructors5. Set a plan for growth

26


GFM TRAINING:LEADING TO WIN: LEADING WITH NUMBERS AND UNLEASHING TEAM MOTIVATION

27


MAXIMIZE YOUR SCHEDULE

28


THE FASTEST, SIMPLEST WAY TO INCREASE WEEKLY ATTENDANCE IS TO GIVE PEOPLE MORE OF WHAT THEY WANT

LET YOUR MEMBERS VOTE WITH THEIR FEET. GIVE MORE CLASSES TO YOUR MOST POPULAR PROGRAMS AND INSTRUCTORS, LESS TO THE LESS POPULAR

29


The type of class

Instructor’s ability

Time of class

Instructor’s personality

The music

Ambience of the fitness room 22%

14%

13%

7%

6%

3%

37%

29%

33%

25%

24%

17%

32%

53%

51%

65%

69%

79%

Extremely important[5] 4 3 2 Not important at all[1]

GIVE MEMBERS MORE OF WHAT THEY WANT 3 TOP DRIVERS: PROGRAM, INSTRUCTOR ABILITY AND CLASS TIME

30


GROW YOUR SCHEDULE’S PULLING POWERSCHEDULE DESIGN - 5 strategies to drive Group Fitness growth______________________________

1. Give people more of what they want (5 actions)• Get your programs offer right - understand your

members and their needs• Offer programs matching the ‘commercial’ formula• Identify your top performing programs and offer them

more frequently• Offer the right programs mix: 70% Core, 20% Specialty,

0 to 10% Service• Identify top instructors and schedule them more often

31


GROW YOUR SCHEDULE’S PULLING POWERSCHEDULE DESIGN - 5 strategies to drive Group Fitness growth______________________________

2. Simplify your offerings: 8 to 12 great programs versus 45+ activities

3. Think horizontally, not vertically. In each 2-hour time slot, offer:• At least one opportunity per week to do a cardio,

strength/toning, mind body/stretching workout • Your ‘core’ programs at least twice a week

4. Give instructors class ownership Subject to a review of performance vs. targets

5. Consider express classes32


ONGOING SCHEDULE MANAGEMENT TO GROW NUMBERSFOCUS PRIMARILY ON RED-LIGHT CLASSES

3 ACTIONS§ Identify underperforming classes – Red lights§ Pinpoint the cause(s) of underperformance– Program– Instructor– Time slot/Schedule– Marketing– Politics

§ Set an action plan

33


MAXIMIZE YOUR TIMETABLE

34


BUILDING UP A GREAT TEAM OF INSTRUCTORS IS THE BEST THING YOU CAN DO FOR YOUR BUSINESS

NO MATTER WHAT YOUR VISION, MISSION OR BHAG, YOU ARE GOING TO NEED GREAT PEOPLE TO HELP YOU GET THERE

35


A SINGLE GREAT INSTRUCTOR CAN BRING HUNDREDS OF MEMBERS AND $ TO YOUR FACILITY

36


A TEAM OF GREAT INSTRUCTOR CAN BRING THOUSANDS OF MEMBERS AND $ TO YOUR FACILITY!

37


BASED ON 2008 AND 2010 CVM GLOBAL RESEARCH:

RECRUITING GREAT INSTRUCTORS IS THE TOP CHALLENGE FACILITIES FACE IN GROWING GROUP FITNESS

38


CASTING IS EVERYTHING

INVEST TIME AND RESOURCES TO SEEK OUT INSTRUCTORS AND TALENT FOR TOMORROW WHO HAVE THE POTENTIAL TO PACK THE ROOM

39


INCENTIVIZE TOP PERFORMANCE AND RETAIN TOP-PERFORMING INSTRUCTORS. CREATE A SYSTEM THAT COMBINES FINANCIAL AND NON-FINANCIAL REWARDS. INCREASE THE COMMITMENT AND LOYALTY OF YOUR INSTRUCTORS.

40


ORGANIZE A GREATTRAINING PROGRAM FOR YOUR TEAM

41


CONSTANTLY DEVELOP YOUR TEAM TOWARDS MASTERYBUILD UP THEIR SKILLS IN THE 5 KEY ELEMENTS OF TEACHING

42

LES MILLS INTERNATIONAL © 2011One Tribe – Changing the World Les Mills International © 2010

Training actions LES MILLS™ driven Club drivenSelection of candidates & preparation before Initial Module ✓

Initial Module training – 2 to 3 days ✓

Clearance to teach at end of training – grading system ✓

Team-training before Launch ✓

Prepare Instructor’s Certification and send videos ( up to 12 weeks post module)

✓

INSTRUCTOR INTERNATIONAL CERTIFICATION ✓

Ongoing training - Quarterly Workshops ✓

In-house quality control ✓

Team-training before Quarterly Launch ✓

Advanced instructor training – AIM Modules 1 and 2 ✓

ADVANCED AND ELITE CERTIFICATIONS ✓

LES MILLS’ TRAINING PROCESSBUILDING ROCK STARS IN A SHORT TIME

43


DEVELOP THE BEST STUDIO YOU CAN AFFORD

44


CREATE A WOW GROUP FITNESS SPACE

A GREAT GROUP FITNESS DESTINATION PULLS MEMBERS AND GUESTS INTO THE STUDIO(S)

45


CREATE A WORLD-CLASS DESTINATION5 TOP EXPERIENTIAL DESIGN PRIORITIES TO ENHANCE PARTICIPANTS’ EXPERIENCE1. Sound and microphone: The best you can afford – think concert; if

unbalanced, it makes a difference to attendee experience2. Stage: Design and position – big enough to fit 2 or 3 instructors.

Think theater and minimizing side views if possible. Use side screens and backdrop – project mood-enhancing images

3. Lighting: Theatrical stage lighting to enhance dramatic impact 4. Mirrors: Have none if possible or have them at the side – never

behind the stage, as they distract and detract from the experience5. Décor: Colors and branding can be very powerful to enhance mood –

it should feel like a strong, athletic, fun ‘zone’

52


CREATE A GROUP FITNESS MARKETING PLAN

53


THE POWER OF MARKETING TO GROW NUMBERSWHICH ONE WOULD DO YOU BUY?

54

OR

OR Guts & Butts

Promote your partnership with Les Mills


YEARLY GROUP FITNESS MARKETING PLAN TO GROW MEMBERSHIP AND PROFITTOP ACTIONS

1. Launching program(s)2. Re-launch events3. Ongoing promotion on the benefits of GX

55


GROUP FITNESS EVENTSTHE FOUNDATION OF YOUR GROUP FITNESS MARKETING PLAN

EVENTS ARE ONE OF THE MOST EFFECTIVE WAYS TO RE-LAUNCH MEMBERS MOTIVATION, ATTENDANCE AND THEREFORE TO INCREASE RETENTION

56


GROUP FITNESS EVENTSQUARTERLY RE-LAUNCH EVENT

EVERY 3 MONTHS YOU REBUILD THE EXCITEMENT, CREATE MASSIVE SOCIAL ENERGY AND INCREASE SALES REVENUE. THE TWO MOST POWERFUL WORDS IN ADVERTISING ARE ‘FREE’ AND ‘NEW’.

57


THE SALES / EXPERIENCE CURVE

Experience

“when you host GF events, you are selling non-members an experience, not a membership – this makes selling so much easier”

Sales


EMAIL GUEST PASS

60


PLAN FOR SUCCESS

61


PLAN FOR SUCCESSTOP ACTIONS §Create a budget to cost,

prioritize and document your plan to achieve your BHAG

§Give ownership of it to your Group Fitness Leader

§Report on performance against targets to both management and your team monthly and quarterly

§Work with your team to win the next plays

62


APPOINT OR BE A WORLD CLASS GROUP FITNESS LEADER

63


A GREAT GROUP FITNESS MANAGER CAN CHANGE THE FUTURE OF YOUR FACILITY§A single great instructor can bring in hundreds of

members over time - a great Group Fitness Manager will build a team that will bring thousands.

§Recruit a Group Fitness manager with the passion and drive to build ENTHUSIASM and SUCCESS at your club

THE GROUP FITNESS MANAGER IS A MAJOR HIRE!

64


MAKING GROUP FITNESS AN INTEGRAL PART OF YOUR FACILITY SUCCESS

65

8 keys to group fitness management by les mills

Education

group exercise members

great group exercise

mills international

group exercise participation

group exerciseis

small group trainersc

group fitness anintegral

exercise adherence c