Let’s face it: The days of gyms only offering rows and rows of cardio equipment and endless racks of weights are over. You can get that stuff at any gym — you really can. These types of gyms are so 1980s that I can smell the aqua net hairspray and hear the wall phones ringing. Well it’s 2016. It’s time to add value to your “gym” so that you don’t miss out on what the boutique studios are currently selling.
The good news is this: Boutiques tend to offer one type of workout — usually a really good one — but still it’s just one. You know those boxing studios? Well they don’t generally offer yoga. And the yoga studios? Usually no cardio classes there. In the fitness industry, we know that cross training is king and it always will be. It’s good for the body to mix up workouts and it’s good for the mind as well. This is good news for traditional gyms and good news for your group fitness department. But you have to be smart by offering a variety of classes in your Group X schedule, as well as knowing which trendy classes will have staying power. Nobody wants to invest in a lot of equipment and then wind up with a class that was just a passing trend.
A “big box” gym has the ability to offer a variety of classes either through small group training programs, or a strong Group X program. With that said, it is important to note that with many small studios pulling in upwards of $50 a class, a large traditional gym can offer value by offering members some classes that are included in the monthly fees, while also offering the traditional cardio equipment, rows of free weights and lots of benches.
Do your research. Read up online, subscribe to fitness magazines, attend events. Find out what boutique studios are doing well in your area (hint: Talk to your instructors, they have an ear to the ground at all times) and see if it’s something you can add to your schedule. Sometimes it’s as easy as finding someone certified to teach the class — other times you need to think about things like space and specialized equipment. Be sure your membership sales department is aware of the trends — of what you offer to a new member. With a new year upon us and Americans out shopping for the latest workout, we need to arm ourselves and our teams with knowledge.
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Kerri Miano has been working in the fitness industry for over 10 years. She is currently the group exercise director at Meridian Fitness & Wellness in Hazlet, New Jersey.
