Ask the Expert: Lori Lowell
You have questions, we have answers. This month we spoke with Lori Lowell, a Gold’s Gym franchisee, about top Group X trends.
What’s a common mistake you see clubs making with Group X?
Having too many instructors that come and go and only teach one class per week. This is bad for club culture and instructor immersion into the club and its processes. Offering a class only one time per week is also a common mistake. We have to think class first, instructor second. Take the “less is more approach” for number of instructors in the system.
What’s a Group X class on your schedule you’re really excited about right now, and why?
DISQ boxing. I love anything with the DISQ — it is just such a cool product.
Are there any trends you predict we’ll see in Group X in 2018?
I see bungee classes getting some traction — it’s just too much fun. Good yoga classes will continue to trend upwards. Fitness goers have taken the last five years to explore all the niche market options and now they are ready to get back into environments where there is more to choose from. The trend will be great schedules and classes, good variety and member immersion more than ever before. The trend will be to create as much FOMO (fear of missing out) as possible and create more social environments and hip feel to clubs.
What tip could you provide for attracting top instructors?
Boast a good club vibe, great exercise rooms and equipment. Allow the group fitness instructor to immediately become immersed in the club, meet the top leaders and have opportunities to learn, grow and teach more than one class per week.
What tip could you provide for keeping and retaining those top instructors?
Having team leaders know them, show that they care, thank them and make them feel like they belong to the club culture (front desk managers, general managers, assistant general managers, personal training directors and other staff). Positive feedback and strong communication from the director is key.