8 Keys to Group Fitness Management by Les Mills

MAKING GROUP FITNESS AN
INTEGRAL PART OF YOUR FACILITY
SUCCESS
1 LES MILLS INTERNATIONAL © 2011

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

RESULTS
MOTIVATION

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.

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


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 BEST
FACILITIES 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…


GROUP EXERCISE
IS BY FAR THE MOST POWERFUL WEAPON
IN YOUR MOTIVATIONAL ARSENAL!
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 figure of 1.9 member visits a week on average.

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

c Increase in Group Exercise participation is a key indicator of club growth
and profitability3
1. Dr. James J Annesi: Effects of Minimal Group Promotion on Cohesion and Exercise Adherence
c The challenge for health clubs is that the best seem to be able to achieve 30% plus
2. IHRSA study 2009
of their traffic engaging in Group Exercise, with the top performers around 50%4
3. IHRSA Retention Report 2007
4. Will Phillips, The Retention Breakthrough


WHAT ABOUT PERSONAL TRAINING AND BENCHMARKS FOR

SMALL GROUP TRAINING… DON’T THEY HIGH PERFORMING FACILITIES

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. Unassisted
However even the world’s best only engage around 10% of their attendances in Exercise
PT and 3-4% in Small Group Training. Group
Exercise
36%
50%
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 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 Small Group
Training 4%

Personal
1. Will Phillips, The Retention Breakthrough
Training 10%


WITH A GREAT GROUP
EXERCISE PROGRAM,
YOUR MOTIVATIONAL WEAPONS INCLUDE:
THE TEACHER
THE MUSIC
THE MOVES
THE STUDIO DESIGN
THE ENERGY OF THE CROWD
THE BONDS CREATED AMONG MEMBERS AND INSTRUCTORS
BUT ONLY IF YOU GET THEM RIGHT...


GROUP EXERCISE AT YOUR
CLUB: WEAPON OR WEAKNESS
UNLEASHING THE FULL POTENTIAL OF GROUP EXERCISE
Perhaps you already have a great Group Exercise ? Do you offer the most popular music and moves in every one
offering. How do you know? of your classes - that are carefully tested, legally licensed in
? Do you count your attendances and benchmark them all respects, get proven results and continually revitalized?
against other industry top performers? The average ? Do you lead a Group Exercise culture that attracts the best
club has 300-400 Group Exercise attendances per week, instructor talent and inspires loyalty and community?
but successful Group Exercise clubs have 3,000-4,000 and
? Do you benchmark your instructors against the world’s
the best clubs up to 10,000. What is your weekly Group
best and provide them with inspirational training and
Exercise attendance?
development solutions to grow their skills?
? Can you guarantee your members and guests world-class
? Do your members regularly refer their friends to classes?
quality classes no matter when they come, and who
is teaching? ? Do many of your new clients join your facility because of
your Group Exercise excellence?


WHY IS GROUP FITNESS IMPORTANT TO
YOUR BUSINESS?


FACILITY GOALS
OPTIMIZING 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

PACKING CLASSES
THE 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

PACKING CLASSES
THE 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


PACKING CLASSES
IT’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.


GROUP FITNESS MANAGEMENT PURPOSE

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

BUILDING FACILITY SUCCESS USING GROUP FITNESS

ACTION #1
SET INSPIRING GOALS FOR YOURSELF AND
FOR YOUR TEAM

GROWING GROUP FITNESS PERFORMANCE
SET 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?

BHAG: __________________

12 Months: __________________


GROWING GROUP FITNESS PERFORMANCE
SET 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?

BHAG: 2000
12 Months: __________________


POTENTIAL FINANCIAL BENEFITS
WHAT’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: $_________

$: __________________


POTENTIAL FINANCIAL BENEFITS
WHAT’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:

$: 300,000


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


IMPLEMENT A SCORECARD


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.


IMPLEMENT A GROUP FITNESS SCORECARD
KEY ACTIONS
1. Set goals for growth
– Weekly Group Fitness attendance and Individual class targets for instructors
2. Count numbers in every class
3. 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 instructors
5. Set a plan for growth


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

MAXIMIZE YOUR SCHEDULE


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

GIVE MEMBERS MORE OF WHAT THEY WANT
3 TOP DRIVERS: PROGRAM, INSTRUCTOR ABILITY AND CLASS TIME
The type of class 79% 17% 3%

Instructor’s ability 69% 24% 6%

Time of class 65% 25% 7%

Instructor’s personality 51% 33% 13%

The music 53% 29% 14%

Ambience of the fitness room 32% 37% 22%
Extremely important[5] 4 3 2 Not important at all[1]

GROW YOUR SCHEDULE’S PULLING POWER
SCHEDULE 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


GROW YOUR SCHEDULE’S PULLING POWER
SCHEDULE 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 classes

ONGOING SCHEDULE MANAGEMENT
TO GROW NUMBERS
FOCUS 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


MAXIMIZE YOUR TIMETABLE


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

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

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


BASED ON 2008 AND 2010 CVM GLOBAL RESEARCH:

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

CASTING IS EVERYTHING

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

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.

ORGANIZE A GREAT
TRAINING PROGRAM FOR YOUR TEAM

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


LES MILLS’ TRAINING PROCESS
BUILDING ROCK STARS IN A SHORT TIME
Training actions LES MILLS™ driven Club driven
Selection 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 ✓

One Tribe – Changing the World 43 LES MILLS INTERNATIONAL © 2011
Les Mills International © 2010

DEVELOP THE BEST STUDIO YOU CAN AFFORD


CREATE A WOW GROUP FITNESS SPACE

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

CREATE A WORLD-CLASS DESTINATION
5 TOP EXPERIENTIAL DESIGN PRIORITIES TO ENHANCE
PARTICIPANTS’ EXPERIENCE
1. Sound and microphone: The best you can afford – think concert; if
unbalanced, it makes a difference to attendee experience
2. 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 experience
5. Décor: Colors and branding can be very powerful to enhance mood –
it should feel like a strong, athletic, fun ‘zone’


CREATE A GROUP FITNESS MARKETING PLAN


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

OR

OR Guts & Butts

Promote your partnership with Les Mills

YEARLY GROUP FITNESS MARKETING PLAN TO
GROW MEMBERSHIP AND PROFIT
TOP ACTIONS
1. Launching program(s)
2. Re-launch events
3. Ongoing promotion on the benefits of GX


GROUP FITNESS EVENTS
THE 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

GROUP FITNESS EVENTS
QUARTERLY 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’.

THE SALES / EXPERIENCE CURVE
Experience

Sales

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

E MAIL GUEST PASS


PLAN FOR SUCCESS


PLAN FOR SUCCESS
TOP 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

APPOINT OR BE A WORLD CLASS
GROUP FITNESS LEADER

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!


MAKING GROUP FITNESS AN
INTEGRAL PART OF YOUR FACILITY
SUCCESS

8 Keys to Group Fitness Management by Les Mills

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