Sean Turner, the CEO at Les Mills U.S., shares why your instructors are so vital to your gym and how to attract top talent.
Rock star instructors are the biggest factor impacting the future success of a club and continue to be the heartbeat of incredible group fitness experiences.
They are the key to driving post-pandemic growth and if leveraged properly will allow clubs to come back stronger than ever. Standing out among competitors and hiring amazing instructors is an important step but can be difficult to get right.
How can gyms discover the next generation of talent?
As the search intensifies across markets, talent can be especially tough to find. The simplest place to start is looking out for people with great movement and presence in current classes, as well as asking instructors if they have friends who would be a great addition to the team.
Many instructors have either been guests who have taken a class or initially been members who have then pursued employment at their local facility. This makes instructors also great at attracting new members and influencing them to refer friends and family.
Great people are the only unique selling point rivals can’t copy. Group fitness is shown to increase membership sales and create connections among current members, which is important for creating community and providing added motivation.
High-quality programming and instructors being included on the timetable will improve the live fitness experience and keep participants coming back for more. Great instructors can also give clubs a vital edge over digital fitness providers.
There’s a new wave of fitness fans searching for the right club for them to start their fitness journey. Operators who can appeal to these absolute beginners, and understand what they want from their fitness experience, open themselves up to endless opportunities.
Instructors and staff have a major role to play in ensuring members feel welcome while helping them find intrinsic motivation to exercise that will keep them sticking around for the long-term. They’re able to embrace the physical and social aspects of live classes that members love, and positively impact the group environment and culture that ensures full classes weekly.
Developing a clear idea of the type of instructors a club wants to attract will make it easier to decide which prospects to take on and which to say no to. Finding quality instructors and building a great team doesn’t have to be difficult — it’s an infinite process that takes time.
The investment is worth it, as instructors are central to a club’s biggest asset: highly engaged communities centered around authentic, human connection and live experiences.
Stay ahead in the fitness industry with exclusive updates!
Sean Turner is the CEO of Les Mills U.S. Sean has held positions leading operations, sales and marketing in the fitness industry and founded Odyssey Network, a boutique soft skills development company based in Europe. He has a passion for surfing and the outdoors, grew up in South Africa and now lives in Chicago with his family. Visit lesmills.com.
