With boot camp facilities on the rise, tips for making yours successful.
Forget the trends and the next big thing — they don’t live here. This is boot camp, it’s here to stay and here’s how to ensure it thrives.
1. Have a strong niche. I have taught (and I also own a boot camp) at several boot camp-only facilities that make no apologies for what they are — basic box facility, studio tools and hard work. They are not yoga or Pilates and will be very happy to point out to a walk-in that just down the street there is an excellent yoga studio. In my experience most every walk-in has weight loss as a goal, and is looking at yoga as a possible solution. I would still be very happy to point them in the right direction, but also let them know that if they want to lose weight then this is the place.
2. Branding your boot camp (inside and out). Your boot camp should consistency in its external advertising focusing on weight loss —after all, that is what gets people in. Internally though, the focus should be on personal attention and education, having members feel comfortable with both the instructors and proper exercise form. You have to get them in (whatever means possible) before you can work with them on their body and mindset, and all the altruistic things that make us fitness professionals so great!
3. Building a tribe. Large chains will have a hard time keeping up with the sense of community a small operator or boot camp can provide. Engage the members with monthly events — the more you give them (T-shirts, having a bowling outing, etc.) the more you will get back (referrals, talking about it on social media).
4. Strong first. Whether it’s bodyweight, studio tools or lifting weights in a group, boot camps all incorporate a strong element of strength. And this leads to better results in terms of weight loss (primary objective) but also for greater function for daily activities, athletics and self-esteem.
5. Programming. Because it’s boot camp, the programming can be highly flexible. As long as the core strength moves are in there you can have members run, climb, play and much more.
6. Pump up the volume. They won’t come back if it’s not fun. Instructors have to be passionate and energetic. I have seen many a “dated” program still pack the house because the instructor was so amazing and you have to have the music pumping like a night club. Of course, many boot “campers” are of a certain vintage so why not put in an 80s or 90s theme night with music from that era. It’s the final countdown!
7. Club hours. Unlike a chain with lots of rental equipment, boot camps are open just when classes are on, saving a lot of overhead.
8. Social media. Here’s another way you can out skate the big chains — be amazing on social media. Here are my fhour “C”s for making it successful — create a Community (invite people to participate), Consistency (you have to post every day), Content (keep it fun and about the club), and Conversation (create conversations and reply to them).
I hope these all help with building a better boot camp!
Marc Lebert is the owner of Lebert Fitness Inc and is also a fitness club owner. For more information call 905-812-0555 or email marc@lebertfitness.com.
