Everyone will agree there is no place like the outdoors for exercise during the summer months. Unfortunately this is the toughest time of the year for operators and program directors, as overall attendance falls, putting your membership revenue and wage expenditures at risk.
To manage the risk, you must strategize a solid game plan with your people and programs.
Spend your money wisely: Spend money on your strongest performers — classes and instructors that consistently produce — and reduce expenses in the areas that are not producing.
Given the proper notice to associates, you can reduce your group fitness and small group training schedules to fit the seasonally changing demands of your membership. To avoid the negative fall out that can occur when instructors lose classes, involve them in the conversation early.
Be prepared to move your best instructors to the top performing time slots on your schedule. Be confident that members will adjust their schedules to follow strong instructors.
Get creative with classes and programs: Plan to introduce an outdoor program, like an outdoor boot camp, yoga, running or hiking program. Or bring the most popular outdoors sports and recreation activities indoors with your instructors and trainers who are “champions” in these areas.
“Induro Ride,” “Run Strong” and “Fit Fore Golf” are three examples of many possible programs. Creating programs that help road cyclists build endurance on the bike, runners keep strong and golfers play their best game will not only keep your members coming in regularly, but help you recruit new members looking for these training opportunities.
Get creative to stand out and to remain relevant and innovative. It will be easier to get, keep and grow your membership, instructors and trainers long term if you can set them up for success during the toughest of times. Everyone succeeds.
Mo Hagan is vice president of program innovation for GoodLife Fitness and canfitpro.
