• EDUCATE. EMPOWER. SUCCEED.
  • Subscribe
  • Newsletter
  • Media Kit
  • Contact
  • Login
Club Solutions Magazine
  • Topics
    • Leadership
    • Marketing & Sales
    • News
    • Operations
    • Programming
  • Magazine
    • Current Issue
    • Past Issues
    • Subscribe
    • Newsletter
    • Media Kit
    • Contact Us
  • On-Demand
  • Education
    • Club Solutions Leadership Summit
    • Club Solutions Leadership Retreat
    • Pickleball Innovators
    • The Leadership Accelerator Video Series
    • Club Solutions Book Club: High Road Leadership, John C Maxwell
    • Club Solutions Book Club: The Advantage
  • Supplier Insights
    • Brand Voice
    • Supplier Voice
    • Supplier News
  • Podcast
  • Webinars
    • Thought Leaders: A Virtual Roundtable Series
    • On-Demand Webinars
  • Buyer’s Guide
No Result
View All Result
  • Topics
    • Leadership
    • Marketing & Sales
    • News
    • Operations
    • Programming
  • Magazine
    • Current Issue
    • Past Issues
    • Subscribe
    • Newsletter
    • Media Kit
    • Contact Us
  • On-Demand
  • Education
    • Club Solutions Leadership Summit
    • Club Solutions Leadership Retreat
    • Pickleball Innovators
    • The Leadership Accelerator Video Series
    • Club Solutions Book Club: High Road Leadership, John C Maxwell
    • Club Solutions Book Club: The Advantage
  • Supplier Insights
    • Brand Voice
    • Supplier Voice
    • Supplier News
  • Podcast
  • Webinars
    • Thought Leaders: A Virtual Roundtable Series
    • On-Demand Webinars
  • Buyer’s Guide
No Result
View All Result
Club Solutions Magazine
No Result
View All Result
Home Vendor Content Supplier Voice

Are Your Instructors Increasing Member Retention?

Les Mills by Les Mills
April 3, 2017
in Supplier Voice
0
member retention
Share on FacebookShare on LinkedIn

As an industry, we understand that member recruitment and retention is the key to success. With research showing that 50 percent of new gym members will drop out of a fitness routine within six months, the challenge of retention and recruitment becomes even harder*1, putting huge pressure on club owners and operators.

So, how can we support our members to change their mindset from feeling like they “have to” workout to “want to” workout? We know that group exercise classes encourage regular workouts for members who may not enjoy training on their own, or who want to combine it with other forms of exercise. The challenge is engaging members in group exercise, and motivating them to keep coming back.

Have you ever wondered what the “secret ingredient” is?

What causes certain group exercise classes to be fully booked, with members coming back for more week after week? Perhaps the class incorporates the latest fitness trend, has the best music or gets unparalleled physical results.

Although all these factors contribute to member engagement within classes, our research shows that often, it is the additional coaching skills and personality of the instructors that keeps them coming back for more. We’ve all been to classes that just didn’t meet the mark or chosen classes we normally wouldn’t go to because we know our favorite instructor will be teaching. But why is this?

Many assume that the “no-pain, no-gain” approach to working out gets better physical results and leads to members coming back for more. But in fact, the opposite appears to be true.

Now we know that scare tactics don’t work.

A recent study*2 has found that instructors who use a “motivationally adaptive” communication style are more successful in helping retain participants. Compared with instructors who use a “no-pain, no-gain” teaching style, the motivationally adaptive communication style encourages participants by making them feel supported, cared for, respected and confident. This approach allows members to develop a personal connection with their instructor, and helps support a mental change to enable them to “want to” workout versus “having to.”

In addition to the physical and mental wellbeing attributed to exercise, if your instructors are encouraging class members in this manner, research shows they are much more likely to return, fall in love with fitness, and become a long-term member of your club.

Ensure your instructors are attending training based on motivational communication, and understand the importance of catering to all fitness levels. They should encourage participants to have a safe and effective workout, knowing each class will require modifications on how the information is delivered and the type of motivation used to inspire members throughout the workout.

Learn more about instructor training and other tools and resources you need to improve your members’ experiences in their workouts — all of which contribute to increased member engagement and retention.

 

It’s time to build a stronger business and motivate your members, or somebody else will. For more information, email info.usa@lesmills.com or call 844-LES-MILLS.

  1. Berger BG et al. RS.Foundations of exercise psychology. Morgantown, WV: Fitness Information Technology, 2002
  2. Ntoumanis N. et al. (2016) The effects of training group exercise class instructors to adopt a motivationally adaptive communication style, Perth. Scand J Med Sci Sports

Stay ahead in the fitness industry with exclusive updates!

Les Mills
Website

Les Mills is the global leader in group training and creator of over 25 programs available in leading fitness facilities around the world. Les Mills programs include the world’s favorite group strength workout BODYPUMP, BODYCOMBAT, BODYBALANCE, LES MILLS GRIT and the world’s most cutting edge group experience LES MILLS THE TRIP.

The company was founded by Les Mills — a four-time Olympian and head coach of New Zealand’s track and field team — who opened his first gym in 1968 with the aim of taking elite sports training to the masses. Today, Les Mills workouts are delivered by 100,000 certified instructors in 22,000 clubs across 100 countries, as well as via various streaming and XR platforms.

Tags: Customer Service BlogGroup X BlogLes MillsMember RetentionRetention
Previous Post

Sales Scripts: Why You Need Them

Next Post

Old Wisdom Eats New Trends for Breakfast

Les Mills

Les Mills

Les Mills is the global leader in group training and creator of over 25 programs available in leading fitness facilities around the world. Les Mills programs include the world’s favorite group strength workout BODYPUMP, BODYCOMBAT, BODYBALANCE, LES MILLS GRIT and the world’s most cutting edge group experience LES MILLS THE TRIP. The company was founded by Les Mills — a four-time Olympian and head coach of New Zealand’s track and field team — who opened his first gym in 1968 with the aim of taking elite sports training to the masses. Today, Les Mills workouts are delivered by 100,000 certified instructors in 22,000 clubs across 100 countries, as well as via various streaming and XR platforms.

Related Posts

AI-Powered Marketing
Supplier Voice

Why Now is the Time to Market Smarter with AI-Powered Marketing

July 7, 2025
click to cancel
Supplier Voice

Preparing for Click to Cancel

June 16, 2025
Competition
Programming

Challenges and Contests: The Power of Healthy Competition

June 16, 2025
cryotherapy
Supplier Voice

Future-Proof Your Gym with Cryotherapy

May 20, 2025
HIIT
Supplier Voice

HIIT Solutions for Every Body

May 20, 2025
uncertain times
Supplier Voice

Leading During Uncertain Times

May 20, 2025
Next Post
trends

Old Wisdom Eats New Trends for Breakfast

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

GET UPDATES IN YOUR INBOX

Facebook Twitter Instagram LinkedIn

The Current Issue

July/August Issue 2025

July/August Issue 2025



Browse

  • Home
  • Subscribe
  • Newsletter
  • Media Kit
  • The Magazine
  • Club Solutions On-Demand
  • Buyer’s Guide
  • Contact Us

© 2025 Club Solutions Magazine. Published by Peake Media.

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In
No Result
View All Result
  • Topics
    • Leadership
    • Marketing & Sales
    • News
    • Operations
    • Programming
  • Magazine
    • Current Issue
    • Past Issues
    • Subscribe
    • Newsletter
    • Media Kit
    • Contact Us
  • On-Demand
  • Education
    • Club Solutions Leadership Summit
    • Club Solutions Leadership Retreat
    • Pickleball Innovators
    • The Leadership Accelerator Video Series
    • Club Solutions Book Club: High Road Leadership, John C Maxwell
    • Club Solutions Book Club: The Advantage
  • Supplier Insights
    • Brand Voice
    • Supplier Voice
    • Supplier News
  • Podcast
  • Webinars
    • Thought Leaders: A Virtual Roundtable Series
    • On-Demand Webinars
  • Buyer’s Guide

© 2025 Club Solutions Magazine. Published by Peake Media.