Group X is an impeccable retention tool for your club. You can bet that your members value their group fitness classes, and would do anything for the best quality.
Christina Gnadinger, 35, uncovered her niche through group fitness. Four years ago, she began seeing a personal trainer. When her membership with the trainer expired, she decided to find another reason to attend her club regularly. “I basically substituted out the personal training for the classes,” she said. “I love the classes.”
Gnadinger started going to classes with a couple of friends. Now, she’s the only avid gym goer.
Gnadinger has danced, stepped, spun, and even lifted in “Urban Iron,” at her local Urban Active. “I’ve tried pretty much anything and everything they’ve offered,” she said.
The Group X instructors played a major role in keeping Gnadinger invested. “It’s a big deal if you have a good instructor that cares about what they’re doing, knows what they’re doing and cares about the people,” she said. When clubs don’t take the time to research the instructors they hire, members can see they aren’t invested in the class. “It takes the fun out of it,” she said.
Gnadinger has great ideas for improving group fitness. Often people are too afraid or self-conscious to exercise in a room full of strangers. “I think one thing they should do is give class ratings,” Gnadinger said. “Especially for spinning — some of these instructors are not for beginners.” A rating system could ease a newer member’s mind and prevent them from avoiding potentially easier classes.
An avid spinner, Gnadinger has consistently arrived at the gym at least an hour and half before her class to sign up for a bike. This has ensured her spot in that night’s class. Given the ability, Gnadinger would enjoy being able to sign up online to avoid the long waits.
She jokes saying that she would pay extra a month to be “VIP” and use the same bike in every spinning class. And, while that may be a little impractical, why not reward your avid gym goers?
Gnadinger and members like her are a valuable resource for your club. She said people are constantly talking to her in the locker room because they so often see her around the gym. They’ve asked her about group classes and she has offered advice when necessary. “You need to walk into a class one time and try it,” she tells people. Think about ways your club could reward members who are loyal and helpful like Gnadinger.
A happy, involved member is one that will want to stay at your club. Gnadinger said most of the people she knows at her gym she met in classes. Some other ways to get more of your members joining in on group exercise might be posting demo videos online or playing them on a TV in the club, providing opportunities for members to get to know the instructors better. Also, make sure you point out the group classes on the club tour.
Members that have seen the dedication your club has made to their Group X classes will become major fans and a valuable asset to your clubs overall marketing campaign. After all, word-of-mouth can be the industry’s most valuable marketing strategy. -CS
