future trends in small group team training - research and best practices from penn state university...

LES MILLS INTERNATIONAL © 2012 1

SMALL GROUP TEAM TRAINING FUTURE TRENDS AND INSIGHTS- ACE SYMPOSIUM WEST 2013

LES MILLS INTERNATIONAL © 2012

2

WHAT DO PEOPLE WANT? WHY DO THEY JOIN A FITNESS FACILITY?


RESULTS & MOTIVATION


RESULTS FITNESS HEALTH FAST VS SLOW


MOTIVATION EXERTAINMENT COMMUNITY WELLNESS


6

OPPORTUNITY

MOTIVATION MAP


7

SMALL GROUP TRAINING

A NOW OPPORTUNITY


FULL SERVICE GYM

GROWTH OF SMALL GROUP

TRAINING STUDIOS


SGTT POSITIONING

PERSONAL TRAINING SMALL GROUP TRAINING GROUP EXERCISE


REVENUE STREAMS

UNASSISTED EXERCISE

PERSONAL TRAINING

SMALL GROUP

TRAINING

GROUP EXERCISE


SUMMARY

STAY ON TREND INCREASE MEMBER ENGAGEMENT

ACCESSIBLE PT GREATER REVENUE

A NOW OPPORTUNITY


7 KEYS TO SUCCESS

SMALL GROUP TRAINING


# KEY TO SUCCESS YOUR ACTION

TRENDS MATTER Be on top of lasting trend. Avoid fads. Re-engage members

GREAT PROGRAMMING Aim for a range of relevant programs that are motivating

NAIL THE BUSINESS MODEL Set a clear goal and choose a model that supports.

GET EVERYONE ON BOARD In-depth Program knowledge. Educate staff on benefits

RECRUIT AND TRAIN THE RIGHT PEOPLE

Qualified professionals Find new talent and support growth

GET THE WORD OUT Have awesome marketing material. Use all avenues to promote

DIFFERENTIATE FROM GROUP FITNESS

Have a solid implementation plan in place

#1 #2 #3 #4 #5 #6 #7


TRENDS MATTER

#1

GROUP PERSONAL TRAINING CERTIFIED PROFESSIONALS

STRENGTH TRAINING BODYWEIGHT TRAINING

CHILDREN AND OBESITY WEIGHT LOSS

EXERCISE FOR OLDER ADULTS PERSONAL TRAINING FUNCTIONAL FITNESS

CORE TRAINING

Thompson, W. Health & Fitness Journal, Oct. 29, 2012. News release, American College of Sports Medicine


)HEUXDU\��

PewResearchCenter

MILLENNIALSA PORTRAIT OF GENERATION NEXT

Confident. Connected. Open to Change.

)HEUXDU\��

PewResearchCenter

MILLENNIALSA PORTRAIT OF GENERATION NEXT

Confident. Connected. Open to Change.

THE MILLENNIAL TRENDS


Chapter 7: Lifestyle 60

Exercise and Leisure

Exercise is a big part of the lives of most Millennials. More than half say they got some kind of vigorous exercise, such as jogging, biking or working out at a gym, in the 24 hours before they were interviewed for the survey. Gen Xers are somewhat less likely to exercise daily—48% of those surveyed said they had gotten vigorous exercise in the previous 24 hours. Roughly four-in-ten Boomers (42%) and members of the Silent generation (39%) say they exercised in the past 24 hours. The differences across age groups are likely due at least in part to life-cycle effects. Not only are Millennials younger and healthier, but they also are less likely than their older counterparts to be married or have children, and so probably have more time available for exercise.

Among Millennials, men are much more likely than women to exercise: 63% of men ages 18-29 say they got vigorous exercise in the past 24 hours, compared with 48% of women. The gender gap among older adults is significantly smaller.

While Millennials are more likely than older adults to exercise on a daily basis, they are less likely to watch TV. Some 57% say they watched more than an hour of television programming in the past 24 hours. Two-thirds of Gen Xers (67%) watched more than an hour of TV, as did 80% of Boomers and Silents.

Much of the reality TV programming these days may seem to be geared toward young viewers, but Millennials are no more likely than Gen Xers or Boomers to actively participate in reality TV. One-in-five Millennials say they have voted for a contestant in a televised talent contest such as “American Idol” or “Dancing with the Stars.” Nearly as many (18%) of Gen Xers and Boomers say they have voted, while only 11% of Silents have done this.

Women are much more likely than men to have voted on a show like “American Idol,” and this is true for young and old alike. Among Millennials, those who use social networking sites such as Facebook or MySpace are nearly twice as likely as those who do not use social

Who Votes on ‘American Idol’?

% saying they have voted for a contestant in a

televised talent contest

14

9

27

24

Millennial 30+

Men Women

Millennials and Exercise

% saying they got vigorous exercise in the

past 24 hours

46

56

48

42

39

All

Millennial

Gen X

Boomer

Silent

MILLENIALS LOVE EXERCISE


MILLENIAL MEN TRAIN MORE

68

48

32

52

0 20 40 60 80 100 120

Men

Women

Exercise No exercise


FITNESS 2.0


REFERRAL Most loyal members

ACQUISITION Potential guest driver

RETENTION High usage

MEMBER LIFE CYCLE


Isolat

ion

Generic basic programming Instructor driven programs Primary certifications required Required business silo managed by “GX instructor made manager”

Value

Program driven scheduling with sports conditioning to dance to mind body Rise of studio space for CF, MMA, Yoga, Barre, etc.. Hybrid instructors on the rise – PT and GX

Offen

se Use benefits of Group Fitness as a primary selling focus in clubs Key is differentiation on execution – service & experience more than product Programming by segment – youth, senior, baby boomer, athletes

YESTERDAY, TODAY AND TOMMOROW Future Present Past


Is it Group X or is it Training?

§  Segregated fitness teams

§  Trainers don’t utilize Group X

§  Group X instructors don’t support PT

§  Members align based on experience

Programming determines best “coach” in the club

OWNERSHIP OF SMALL GROUP SPACE


WHAT PROBLEM ARE YOU SOLVING?

•  Active client growth

•  Frequency of client interactions

•  Margin growth

•  Career enhancement

Programming determines best “coach” in the club

CAVEATS

•  Active client cannibalization

•  Flat rate versus session burn

•  Programmed or free style?

•  How to entice new people

START AT THE BEGINNING


BEFORE

§  ABC’s of Sales

§  Service secondary

§  One size fits all

§  Traditional advertising

§  Word of mouth referrals 1 to 1

Vendors sell for today, partners sell for tomorrow

NOW

§  Sales plus service

§  Education matters

§  Differentiated offerings

§  Social media impact

§  Word of mouth referral 1 to 10/100/1000

VENDORSHIP TO PARTNERSHIP


GREAT PROGRAMMING

#2

COMPELLING EXPERIENCES MEASURABLE RESULTS

HIGH MOTIVATION HIGH ADHERANCE HIGH RETENTION

LESS TRAINER DEPENDENT


DEEPEN & WIDEN YOUR

PRODUCT KNOWLEDGE02

MAKE SURE YOUR TEAM FULLY UNDERSTANDS THE ESSENCE, FEATURES AND BENEFITS OF THE LES MILLS GRITTMSERIES�4HRL�Z\YL�[OH[�`V\Y�LU[PYL�[LHT��PUJS\KPUN�ZHSLZ�Z[HMM��YLJLW[PVUPZ[Z�HUK�WLYZVUHS�[YHPULYZ��M\SS`�\UKLYZ[HUKZ�[OL�MLH[\YLZ��ILULÄ�[Z�HUK�[HYNL[�THYRL[�MVY�[OL�:LYPLZ�I`�Y\UUPUN�[OL�[^V�OV\Y�[YHPUPUN�ZLZZPVU�VU�WHNL��.

�� )\PSKZ�Z[YLUN[O�HUK�[`WL��T\ZPJ�Ä�IYL�\ZPUN�IHYILSS��^LPNO[�WSH[LZ�HUK�ILUJO�0[�SLHUZ�`V\Y�IVK`�MHZ[�K\L�[V�[OL�OPNO�TL[HIVSPJ�LMMLJ[Z��

�� )SHZ[Z�HSS�THQVY�T\ZJSL�NYV\WZ��SLH]PUN�T\ZJSLZ�ZOHWLK�HUK�[VULK�� :[PT\SH[LZ�WYVK\J[PVU�VM�NYV^[O�OVYTVUL�^OPJO�YLK\JLZ�MH[�HUK�OLSWZ�KL]LSVW�SLHU�T\ZJSL��

��)\PSKZ�H�WV^LYM\S��HNPSL��H[OSL[PJ�IVK`��7S`VTL[YPJ�IHZLK�ZLZZPVU�\ZPUN�H�ILUJO�[V�I\PSK�WV^LY��PUJYLHZL�ZWLLK�HUK�SLN�Z[YLUN[O��7V^LY�HNPSP[`�[YHPUPUN�[YHUZMVYTZ�\W�[V��TVYL�T\ZJSL�Ä�ILY��WYVK\JPUN�H�SLHU��H[OSL[PJ�ZOHWL��0UJYLHZLZ�T\ZJ\SHY�LUK\YHUJL�HUK�Z[HTPUH�MVY�JVTWL[P[P]L�VY�ZWVY[Z�L]LU[Z

��)\YUZ�MH[�HUK�YHWPKS`�PTWYV]LZ�H[OSL[PJ�JHWHIPSP[`��5VU�LX\PWTLU[�IHZLK�ZLZZPVU��JVTIPUPUN�OPNO�PTWHJ[�^P[O�L_WSVZP]L�IVK`�^LPNO[�L_LYJPZLZ

THE ESSENCE: 3,:�4033:�.90;�:,90,:�MLH[\YLZ�OPNO�PU[LUZP[`�PU[LY]HS�[YHPUPUN�[LHT�^VYRV\[Z�[OH[�[HRL�`V\�PU[V�V]LYKYP]L�[V�NV�OHYK��W\ZO�OHYKLY�HUK�NL[�`V\�Ä�[[LY��Z\WLYMHZ[��;OL�ZOVY[��ZOHYW��KLTHUKPUN�^VYRV\[Z�JVTIPUL�^LPNO[SPM[PUN��Y\UUPUN�HUK�WS`VTL[YPJZ�MVY�H�M\SS�IVK`�^VYRV\[�[OH[�PUJYLHZLZ�HLYVIPJ�JHWHJP[ �̀�Z[YLUN[O��T\ZJ\SHY�LUK\YHUJL��TL[HIVSPZT�HUK�WV^LY��:\WWVY[LK�I`�KYP]PUN�T\ZPJ��H\[OLU[PJ�PUZ[Y\J[VYZ�^OV�KVU»[�TLZZ�HYV\UK��HUK�W\ZO�[LHT�TLTILYZ��[V�ISHZ[�`V\Y�Ä�[ULZZ�\W�H�SL]LS��@V\�JHU�HSZV�VYNHUPaL�ZVTL�MYLL�HUK�WYP]H[L�^VYRV\[Z�WYL�SH\UJO�MVY�Z[HMM�HZ�`V\Y�UL^�YLJY\P[Z�WYHJ[PJL�MVY�H�MHU[HZ[PJ�SH\UJO��7HY[PJPWH[PUN�PU�^VYRV\[Z�PZ�[OL�ILZ[�^H`�MVY�`V\Y�Z[HMM�[V�SLHYU�[OL�MLH[\YLZ��ILULÄ�[Z�HUK�MLLS�VM�[OL�WYVNYHTZ

Client: LES MILLS INTERNATIONAL Date: 18.09.12

Proof #: 6Job: GRIT SALES BROCHURE Job #: 2250

Colour: CMYK Media: Press

P.11 - LES MILLS GRIT™SERIES P.12 - LES MILLS GRIT™SERIES


REDUCE RISK OF DISEASE IMPROVE SATISFACTION WITH

DAILY LIFE.

WHY DO WE CARE ABOUT EXERCISE?


39

WHAT IS HIIT?

DELIVERS FASTER RESULTS WITH SHORTER WORKOUTS SUPPORTS LEAN MUSCLE AND FAT LOSS THROUGH HIGHER

HGH PRODUCTION

IMPROVES AEROBIC CAPACITY SIGNIFICANTLY INCREASES

METABOLISM

BURNS MORE FAT


We conducted a six week intervention to find out if LES MILLS GRIT™SERIES can improve the health and happiness of already fit adults

RESEARCH – GET FIT WITH GRIT


DATA COLLECTION


GROUP 2 - GRIT • 2 x 30 minute LES MILLS GRIT™SERIES

• 2 x 60 minute cardio* • 2 x 60 minute BODYPUMP™

GROUP 1 – NO GRIT • No LES MILLS GRIT™SERIES

• 3 x 60 minute cardio* • 2 x 60 minute BODYPUMP™

*Cardio could be a combinaHon of Les Mills’ BODYATTACK™, BODYCOMBAT™, RPM™ or BODYSTEP™

2 groups of 42 Fit Adults worked out 5 hours/week.


Group 2 GRIT

DIFF

Group 1 No GRIT

3.1%

14.5%

-11.4%

TRIGLYCERIDE DECREASE


Group 2 GRIT

DIFF

Group 1 No GRIT

OXYGEN CONSUMPTION INCREASE

1.7%

6.4%

+4.7%


Group 2 GRIT

DIFF

Group 1 No GRIT

TOTAL BODY FAT DECREASE

0.8%

2.1%

-1.3%


Group 2 GRIT

DIFF

Group 1 No GRIT

BACK STRENGTH INCREASE

8.4%

21.9%

+13.5%


RESEARCH SUMMARY 1.  GRIT IS SCIENTIFICALLY PROVEN TO BOOST

YOUR HEALTH 2.  PARTICIPANTS RATED THE TRAINING SESSIONS

AS A POSITIVE EXPERIENCE 3.  HIGH LEVELS OF SATISFACTION WITH

CHALLENGING INTENSITY


NAIL THE BIZ MODEL

#3

SIZE MATTERS SMALL GROUP OR TEAM? HOW MUCH TO CHARGE?

TRAINER PAY RATE? SMALL = 3-9, TEAM = 10-20


DEDICATED SPACE


RECYCLED SPACE


OUTSIDE SPACE


NAIL THE BIZ MODEL #3

PAYMENT OPTIONS 1. DROP IN RATE: $10-25/WORKOUT

2. BULK SESSIONS: DISC 15-25% 3.  EFT PREMIUM MEMBERSHIP

4.  PROGRAM BLOCK: $/WEEK/SESSIONS


NAIL THE BIZ MODEL #3

TRAINER COMPENSATION 1.  FLAT RATE - $20-$40

2. COMMISSION -30-40% 3. PER HEAD - BASE+PER HEAD


THE RESULTS •  Gross: $4,320 per month •  Net: $2,934 per month

THE MODEL •  Premium = $15 •  Bulk discount = $12 •  9 x 30 min sessions/week •  8 people per session •  Trainer pay = $10 base + $2 per head

EXAMPLE


THE MODEL •  6 week bootcamp •  Package = $120 •  Unlimited sessions •  12 x 30 min workouts per week •  Flat Trainer pay = $20

EXAMPLE 2

THE RESULTS •  Gross: $7,000 per bootcamp •  Net: $5,800 per bootcamp


GET EVERYONE ON BOARD

#4 EQUIP ALL STAFF WITH INFO BRIDGES DEPT GAPS

CREATES COMMUNITY


RECRUIT & TRAIN THE RIGHT PEOPLE

#5

HIRE WISELY AUTHENTICITY PERSONALITY

QUALIFICATION LEADERSHIP

BUY-IN


BECOMING A GRIT COACH

Sign up online: hap://www.lesmills.com/training


GET THE WORD OUT

#6 BE INTERACTIVE

VISIBLE MARKETING TOOLS EMAIL & SOCIAL MEDIA

DEMO WORKOUTS DEALS & INCENTIVES


GET A HOT WEBSITE

Builds strength and tones lean muscle. Builds power and increases speed and leg strength. Maximizes your calorie burn within the workout andhelps burn fat for hours afterwards.

LES MILLS GRIT™

STRENGTH LES MILLS GRIT™ PLYO LES MILLS GRIT™ CARDIO

CLASSES FIND A CLASS INSTRUCTORSCLUBS ANDFACILITIES

COMMUNITY STORE

YOUR PROFILE LOGIN / REGISTER USA - West Coast (change) follow us

LES MILLS GRIT™SERIES will push you to yourmax, and beyond.Get the up close and personal attention of smallgroup or team training. With your coach right downon the floor with you, motivating you and the team,you won’t believe how hard you can work out.

FIND OUT MORE

With 14,000 clubs in 80 countriesworldwide, there’s a Les Mills classnear you.

FIND A CLASS

Search Now

Introducing the LES MILLSSMARTBAR™, a cutting-edgeergonomic design that speeds upplate transitions and helps youmaximize your workout.

GETTING IN SHAPE JUST GOT EVEN FASTER

Find out more

ABOUT LES MILLS VACANCIES MEDIA CENTRE RESEARCH CONTACT US TERMS OF USE PRIVACY POLICY FAQ SITE MAP © Les Mills International Ltd 2013. All Rights Reserved.


HIGH QUALITY BROCHURES


SGTT-SCHEDULE EXAMPLE - FRONT


SGTT-SCHEDULE EXAMPLE - BACK


SEE ALL OBSTACLES. NOW BEAT THEM.


KNOW YOUR LIMITS. NOW SMASH THEM.


DIFFER FROM GROUP X

#7

CREATE VALUE LIMIT NUMBERS

OUTSIDE THE GROUP EX STUDIO RECRUIT PERSONAL TRAINERS

OFFER FITNESS EVALUATION, NUTRITION & TEAM BUILDING


SMALL GROUP TEAM TRAINING SPACE


a

v 3.0May 2012

© Le

s Mills

Inter

natio

nal

21 DAY CHALLENGEWELCOME......to LES MILLS GRIT™SERIES 21 Day Challenge. First thing’s fi rst – you need to know this is going to be hard.

This isn’t just another fad diet, this WORKS. This is a way to reset your body to healthier eating patterns.

If you choose to put your body through this program, you are going to lose weight and fat.

There are many ways to lose weight, sure, but this plan will maintain your energy levels and muscle mass. It also lets you eat normal whole unprocessed food.

Oh, and it only takes 3 weeks – not that long when you think about it. So why not give it a go?

Promise, you won’t regret it. You will only regret not trying it sooner.

Corey BairdC.H.E.K Practitioner and Poliquin-certified Strength Conditioning Specialist, Levels 1 & 2. International Master Trainer, Les Mills International Ltd

Dr Jackie Mills B Phys Ed, MBCh B, Dip ObstetricsGroup Fitness Director, Les Mills International Ltd

Diana Mills BACreative Director, Les Mills International Ltd

2

LES MILLS GRIT™SERIES 21 day challenge, will reset your body to a healthier eating pattern with a benefi t of losing body fat, especially around your waist. It does all of this while maintaing your energy levels and lean muscle mass. You also get to eat normal whole foods.

THE 21 DAY CHALLENGE21 days high protein, low carb – this plan is going to literally rip the fat off you.

5 meals per day for women, 6 meals per day for men. One of these is a post-workout protein shake.

The other 4/5 meals are:

1. Protein1 palm full (size and thickness of the palm of your hand) of lean beef, lamb, chicken, duck, turkey, fish, shell fish, pork or eggs

2. FatA thumb size of nuts and seeds, Avocado, Olive oil, Fish oil or Flaxseed oil.

3. Vegetables (non-starch carbs)1-2 handfuls of Broccoli, Lettuce, Cabbage, Cauliflower, Green beans, Asparagus, Mushrooms, Brussels sprouts, Cucumber, Spinach, Watercress, Onions, all forms of Peppers, RAW Carrots, Tomatoes, Zucchini, Egg plant.

Yes all three: each meal = protein + fat + vegetables

Sound impossible? It’s not. Just do it!

Post work out shake 1,2

Drink within 10 minutes of working out.

Women 0.3 grams of protein per kg of body weight.

Men 0.5 grams of Protein per kg of body weight.

This is worth doing – it will stop that “I’d rather put wild ferrets down my pants than work out” feeling the day after a big training session.

Hydration 3

Take your body weight in kilograms and multiply by 0.033 = Litres of water per day.

Add one extra glass of water for every hour of exercise.

To get some extra trace minerals, add 1 small pinch of unrefined sea salt to every litre of water and this will also to help maintain hydration levels.

FOOD? YES!


# KEY TO SUCCESS YOUR ACTION

GREAT PROGRAMMING Aim for a range of relevant programs that are motivating

TRENDS MATTER Be on top of lasting trend. Avoid fads. Re-engage members

NAIL THE BUSINESS MODEL Set a clear goal and choose a model that supports.

GET EVERYONE ON BOARD In-depth Program knowledge. Educate staff on benefits

RECRUIT AND TRAIN THE RIGHT PEOPLE

Qualified professionals Find new talent and support growth

GET THE WORD OUT Have awesome marketing material. Use all avenues to promote

DIFFERENTIATE FROM GROUP FITNESS

Have a solid implementation plan in place

#1 #2 #3 #4 #5 #6 #7


GROWING MEMBERSHIP AND PROFIT SMALL GROUP TRAINING OPPORTUNITY

future trends in small group team training - research and best practices from penn state university...

Education

mills international

mills gritser

vigorous exercise

menwomenexerciseno exercise

millennialsless likely

health fitness journal

business model

actiontrends matter