Group exercise and small group training: two ways that members achieve their personal fitness goals and facilities can increase personal training revenue and member retention. Facilities can enhance their studio offerings in these two areas by providing a wide variety of programs tailored to the needs of the many special populations that make up their diverse membership.
By considering all aspects of your membership needs, as well as your business goals, you can create successful, results-based programming. These results-based programs should be tailored to all populations in your club from beginners to advanced fitness enthusiasts, and young families, to older adults.
For example, if you have a population of seniors, consider offering circuit classes that incorporate stabilization, flexibility and strength training, one to two times a week. For this same population, design a low-intensity, indoor cycling class, conducive to seniors that may have very limited cardio endurance capabilities. As these clients will benefit from even the smallest advances, you will recognize the benefit of creating additional special populations programs.
As the number of health clubs and wellness centers continues to grow, member retention remains one of the most important issues owners and managers face. By tailoring your programs to accomplish the goals of you members, you can also create revenuebuilding resources. One of the most exciting and successful possibilities is small group training. By structuring specialty-training sessions for three to six participants, each person will receive the individual attention associated with personal training, enhanced in a social, fun environment. In addition, by encouraging clients to recruit friends and family with similar interests and fitness goals, more of the membership base will be tapped into and serviced. This is a win/win situation for all involved, as members pay less per hour in a group session, while the club and trainer generate more revenue for that hour.
For example, if your trainers generally charge $50 per hour for personal training sessions and $20 per person for small group sessions for up to six participants, your revenue more than doubles in the group session. In the same amount of time, your clients will save more than 50 percent on their training, reaping the same benefits. Your facility generates considerable amounts of additional return, and your clients get the hands-on attention leading to greater results while saving money. As they realize the added benefits of these sessions, they will not only be more willing to try other sessions and programs, but they will also spread the word about their successes to other potential members.
Regardless of the format, remember to keep programs results-based in order to help your members in their daily life. Whether it’s for gardening in the back yard, picking up youngsters or competing in high-level athletics, your members should see the benefits of their programs in their everyday lives. This will, in turn, keep them coming back and supporting your facility with continual monthly dues, additional revenue through their group sessions and the support of other profit centers.
By incorporating both depth and diversity in your programming, you’ll be better able to meet the needs of a wide variety of members with many choices. As long as your clients remain excited about their programs, classes and small group sessions, they’ll keep coming back and encourage others to do the same. To ensure this satisfaction, make sure their results apply to everyday living.
Lisa Renee Tumminello is the Education Manager for FreeMotion Fitness. She can be contacted at 877.363.8449.
