The face of the average health club member has changed since the days when group classes were focused on high impact aerobics and appealed more to the Jane Fonda set. Today, members may be older, de-conditioned, parents with serious time constraints or people who desire health but require more upfront motivation to work out.
Whatever the demographic, group exercise—in the form of classes and small personal training groups—is becoming a solution to a wide range of needs and goals. And it’s highly effective at keeping members motivated and continuing their memberships, says Phillip Mills, co-founder of Les Mills International, distributor of trademarked exercise programs for clubs around the world. “When fitness is fun and social, it becomes a deep and powerful part of people’s lives,” Mills says. “People join the gym to get in shape, but they stay because of the experiences they have and the people they meet.”
Benefits for Members & Clubs
There’s no doubt that group exercise is a crucial component of many members’ fitness routines. Committing to a set work-out schedule motivates people who may otherwise let their attendance slip throughout the month. The social aspect of group classes is extremely powerful, says Shelia Gardner, group fitness director for Gainseville Health & Fitness Centers, whose clubs run about 920 classes a month. “Staying fit and being with like-minded friends who really care is a fabulous combination,” Gardner adds. When members are meeting to work out with “gym friends”, they’re much more likely to stay loyal to your club, agrees Patricia Soley, group exercise manager for SportsClub LA and its clubs in Beverly Hills and Orange County. Being able to socialize will help them justify the expense of membership.
In addition to the positive environment that group classes and training sessions create are the physical benefits that they provide. Group programming has evolved to include a wide variety of health solutions—including cardiovascular and strength training, flexibility and balance work—which allow members to get a complete workout on a regular schedule. At Renaissance ClubSport Walnut Creek in California, members can sign up for indoor cycling, cardio kick and Zumba classes as well as body sculpting, yoga, Pilates and the danced-based Nia, according to Group Exercise Director Susan Geyer. “Our club has a wide variety in age and fitness levels, so we offer various levels within the class formats as applicable,” Geyer adds.
High-quality, consistent group exercising programs help members meet goals, but they can also be a great, cost-effective way for clubs to maximize use of the facility, according to Pete McCall, M.S., exercise physiologist with the American Council on Exercise (ACE). A $5,000 treadmill will be used by about 16 members, one at a time, in the course of a day. Group instruction allows many more members to interact positively with your club, which can actually expand membership, McCall explains. “Members become evangelists for the club and talk about how much fun the group exercise classes are and how they’re seeing results from regular participation.”
At Town Sports International clubs, with a combined membership of more than 510,000 people, about 20 percent take part in group fitness, according to Tim D. Keightly, vice president of Fitness and Personal Training. “Even though group exercise may not be seen as a direct revenue stream, it’s keeping 20 percent of the members, which could be roughly $110 million in membership dues and the potential for ongoing sales.”
Group Exercise Trends
Since the 80s and 90s, members have become better educated about health and fitness, as well as what’s new in the industry, says Livia Evans, group fitness supervisor for ClubSport Oregon. They demand comprehensive programs that keep them motivated and entertained as they reach their goals. “The instructor has had to become more educated and more diverse,” she explains. “The leading clubs require this of their staff.”
At Sport&Health Club locations in Washington, D.C., and surrounding states, focusing on cycling, strength and boot-camp style classes has increased attendance by male members as much as 50 percent, according to Teri Bothwell, corporate director of Group Fitness. “We definitely attract more men in classes these days, as we have moved far away from ‘aerobic dance,’ which appealed almost exclusively to females,” Bothwell adds. Lenny Snyderman, CEO of Helix Motion and inventor of the Helix Lateral Trainer, says men are drawn more to classes that include strength training, like HelixingTM, which engages adductor and abductor groups along with the quads, hamstrings and calves. “The variety of movements keeps the classes exciting and provide a full lower body workout,” Snyderman adds. “The Helix also provides the multi-angle training for lower body that will appeal to both male and female athletes and weekend warriors.”
More male group exercisers doesn’t mean programming is steering away from female clientele—newer, fun-focused formats such as Zumba, Les Mills’ Body Jam and the Group Groove series by Body Training System are stepping up to replace high-impact aerobic classes.
Participants in group exercises are more likely to stay with a club than those who go solo, according to Terry Browning, president of Body Training Systems, a division of the STEP Company®. Clubs who use BTS report retention rates among participants as high as 80 percent. Clubs can take advantage of this by building a strong system that channels members into the “group” experience, Browning explains. “Nothing sells the experience like being part of the experience.”
Finding an affordable way to offer the group experience is helpful for recession-minded club owners, offers Tracy Neff with KHS Bicycles, maker of the Robix Spin Cycle. The non-electric spin cycle engages riders with equipment that is comfortable, easy to use and less expensive than others on the market. “It promotes a group ride setting in the comfort of an indoor facility,” Neff adds. And if it’s fun and easy to use, members will keep coming back.
Mills attributes the escalating success of group programs to the increased desire by members to express themselves, blow off steam and relax. Instructors and group fitness managers should keep their fingers on the pulse of what members need and want, he adds. “Recent research has clearly shown there is a demand for certain categories of group exercise, such as strength training and martial arts-inspired exercise, mind-body classes, STEP, cardio and cycling classes.”
Ensuring Quality
One way to make the most of your group fitness programming is to offer a wide range of activities that focus on consistent, results-driven content taught by trained, competent instructors, says Beth Cox, director of Group Exercise and Personal Training for ACAC Fitness & Wellness Centers in Virginia and Pennsylvania, which employees 100 instructors to teach more than 275 classes each week. “Fitness clubs should stay up to date on the changes in all forms of training,” she says. “It’s important for instructors and trainers to be aware of what the industry recommendations are.”
Your club must also be sure to offer classes and scheduling that appeal to a number of exercisers. “Variety in class scheduling is a must,” says Kathy Stevens, educational director for the Aerobics and Fitness Association of America (AFAA). Balancing cardio classes with strength training classes lets members get a full-range workout within the group exercise format. Class offerings also need to remain fairly consistent, so members don’t feel their favorites have been discarded, according to Suzanne Kranitz, director of Training and Development for the National Exercise Trainers Association (NETA). “Members need to have programming they can count on,” she adds.
Members will reap the most benefit from classes led by qualified instructors who can teach to many levels within the same class, says Beth Shaw, founder of YogaFit, which offers yoga programming designed with health clubs in mind. “Consistency is key for safety, repetition and member comfort,” Shaw says.
Understanding the connection between group exercise and retention and referral rates at your club is the first step to success Browning suggests. “Clubs need to know there is an untapped resource in their clubs—and it is group fitness.” -CS
Expand Your Club’s Group Ex Membership!
• Create a “smart” schedule. Early morning classes generally attract people who are structured and regimented, whereas evening classes might want to focus on challenging diehard exercisers, suggests Pete McCall with the American Council on Exercise (ACE). Lunchtime workouts should be kept short and mid-day classes should reflect the scheduling needs of stay-at-home parents and retirees.
• Change up your offerings. While it’s important to provide consistency, you’ll also want to keep regulars from getting stuck in the same two classes all year. Classes need to be exciting and motivating, and should be up to date on any changes in the industry, says Livia Evans of ClubSport Oregon.
• Hold events, and invite guests. One way to market your group programming and introduce new music and material is to hold a class party, says Beth Cox with ACAC Fitness & Wellness Centers in Virginia and Pennsylvania. Charge members a small attendance fee that can be waived if they bring a non-member guest, Cox adds.
• Crank up the fun with theme nights, suggests Tim D. Keightly with Town Sports International. During football season, encourage participants to wear jerseys and mix some classic football anthems into a spinning class playlist.
• Cross-train staff and instructors. Get trainers to instruct classes, or get instructors to work the front desk from time to time. This will help spread the word about different parts of the club and foster a sense of community. Also get sales team members to take a class, so they can recommend group fitness to potential members during a tour.
• Hire some male instructors, Cox suggests. It may make male members feel more comfortable taking a class.
• Offer sampler classes for newcomers, Keightly advises. In one class, participants will get exposed to a wide range of activities and new offerings, which will get them geared up to enroll.
• Spread the word wisely. When you market your classes, focus on the results of participation, McCall suggests. “Tone up and get lean with body shaping by Suzy” or “Enhance your cardiovascular fitness by taking indoor cycling with Bobby” let members connect your programming to results.
INDUSTRY RESOURCES:
American Council on Exercise
Aerobics and Fitness Association of America
Body Training Systems
Helixco
KHS Bicycles
Les Mills International
National Exercise Trainers Assoc.
YogaFit
