Summer is almost here. That means pool days, cookouts, nature hikes and a hundred other reasons for your members to skip their next workout. Fight the seasonal slump in attendance with the most in-demand fitness service: group classes. They give members community and accountability, both of which drive retention.
Amplify your group class appeal in these five ways to keep your rosters full and your business thriving:
The fitness industry has a habit of taking itself very seriously. It’s understandable — health and wellness are a serious part of our lives. However, group workouts are about more than pushing your limits. They’re an opportunity to engage with your community and have a good time.
Make your schedule even more fun with special themed classes. Themes can center on upcoming holidays, like Fourth of July classes that encourage members to dress in their best stars and stripes gear, or be downright silly, like pajama party classes with members sweating it out in their favorite PJs.
Create a selfie station to give members a reason to show off their creative outfits while promoting your club.
Call it human nature, but people like a little competition. Introducing leaderboards that track top performers in each class can give members that extra push to show up and give it their all.
A recent study tracked the attendance rates of 790 grad students from the University of Pennsylvania during an 11-week exercise class. The students were divided into competition-based groups and social support groups. The study found “attendance rates were 90% higher in the competition-motivated group (Medical News Today).”
Music isn’t an absolute necessity for group classes, but let’s be honest, it makes them a whole lot more fun and energetic. Offering special classes with a themed curated playlist can add an exciting new element to your group classes.
Possible playlist themes are: “Queens of Pop,” “90s Hip Hop,” “Best of Beyonce,” “Battle of the Boy Bands,” or “Songs of the Summer.” Whatever themed playlists you choose to create, make sure they’re fun, exciting and have broad appeal.
Your trainers are your not-so-secret weapon. Great trainers engage and retain members, so spotlight exactly how great they are with email marketing. Write a brief bio of the trainer’s interests, hobbies, fitness mission and relevant experience. Don’t forget to include their upcoming class schedule! Blast your trainer promotional emails to your membership list and watch the class rosters fill.
Dedicate an entire week to focusing on one fitness area, like tightening your core, enhancing flexibility, or highlighting the importance of mediation to wellness. Invite special guest instructors who specialize in that week’s subject to teach classes. Not only will it generate interest amongst your members, but it will boost your fitness community’s collective knowledge on that topic.
By Club-OS. Want more tips on keeping your business bustling this summer? Download our “Don’t Sweat The Summer Slump” e-book!