Within the past few years participation in group exercise has grown exponentially. An increase in customer choice is always accompanied by an increase in customer demand. Members not only want to accomplish their goals, they want to do it in an environment that is fun, dynamic and inspiring. They desire achievement packaged in escapism. In addition, members demand consistency. It’s not enough that we provide an exceptional experience. We need to reproduce it over and over again to earn trust and loyalty.
A talented and charismatic group exercise instructor can have an inordinate impact on the experience and loyalty of his/her class participants. But can we effectively predict our ability to reproduce that? We’ve all have had the experience of a “super star” instructor consistently showing up late, not showing up or suddenly quitting. When a star instructor leaves, does our department go with them? If our ability to reproduce a deeply enjoyable, engaging experience is dependent upon a small group of individuals, can we truly expect to strengthen member trust and loyalty? If we cannot deliver an experience that is consistently exceptional or better than the last experience our members had with us, then it’s nearly impossible to grow a program that will enable us to capitalize on one of the industry’s most promising trends.
Consider using a program that delivers a packaged model that is process, rather than person specific. These packages give the instructor or prospective instructor the tools and practical skills necessary to dynamically lead a group exercise class. This places the positioning and growth of the club’s group exercise department within the control of the company, not the instructor.
This removes the frustration associated with continual crisis management. It provides a step-by-step system to training the group exercise team to deliver a consistently enjoyable program. In the unfortunate event that an instructor leaves, another employee can be ready to step in and teach. This decreases the risk of creating despondent members when their class is no longer offered because an individual has moved on.
This solution also serves as a means for retaining talented group exercise instructors. Many instructors not only possess talent, but passion for their work and compassion for the member. However, in order to earn enough to do what they love; they need to pick up classes in multiple facilities. This decreases their loyalty to the company, not by nature of their character, but by necessity. Some of these training packages also teach principles, guidelines and competencies that afford your instructors the opportunity to work in multiple capacities within the same facility if they elect to do so. There are only so many classes an instructor can teach per week, year after year.
The components of the solution are easily implemented due to an interactive technology that combines science with the necessary tools to develop an entry level instructor’s ability to teach right away.
Other available training packages provide pre-designed workouts that are inspiring, dynamic and allow for the incorporation of the instructors personality to enhance his/her interpersonal dynamics with the group, while not compromising consistency from one instructor to the next. Optimum performance training and development processes enable the instructor to learn, communicate and create programs that are designed to help members achieve their goals in a motivating, fun atmosphere.
The liability of having countless choices from the member’s perspective is knowing who to trust. They’re looking for direction from a resource they can depend on. A member’s favorite Tuesday evening class may add an element of enjoyment, escapism and empowerment to their life that they appreciate intensely. The possibility that the class may not offer the same experience if the participant needs to take it another night or if there’s a different instructor can be a big deal. How can a member feel comfortable continually offering their patronage, if we are not trusted to continually offer consistency?
A club that is personality dependent, rather than process dependent in offering a fun and high quality experience, is at the mercy of the individuals working within that department. This results in a repeated and exhausting pattern of “putting out fires.” Without consistency there is no brand distinction. Without brand distinction there is no enduring member loyalty and growth.
Bobby Cappuccio is the Director of Professional Development at NASMCPT, NASM-PES. He can be contacted at 877.521.9942, ext. 6276, or visit www.NASM.org.
