Haagon East, the CEO of TRIBE Team Training International, shares how SGT can have a big impact.
Here are five benefits small group training (SGT) can have if offered in your club:
1. Revenue
Let’s call a spade a spade. Any offering we introduce to our club needs to stack up financially and add real value to our bottom line. A professional, club-driven SGT department can more than achieve this. In fact, outside of membership revenue, SGT revenue is fast becoming the second largest revenue stream for health clubs. Top performing clubs with effective SGT systems can generate an average of $250,000 per year in SGT revenue alone. For clubs with more than one facility or larger club chains, this can equate to millions in additional revenue across the organization. A scalable, business-focused SGT department is an opportunity not to be missed.
2. It’s What Members Want
SGT as a programming style is right on point and here to stay. The rise of boutique studios along with the transformation of larger clubs to incorporate functional zones, dedicated SGT studios and “club within club” models are more than an indication this style of training is what members and wider fitness consumers want.
In capturing a large SGT audience and maximizing opportunity, it’s pivotal to ensure there are multiple branded SGT programs being offered in your club. They must be cutting-edge, well marketed, and cater to all fitness levels and demographics.
3. Glue to your Club
One of the most powerful by-products of well-structured, club-driven SGT programs is the connection, community and sense of belonging it creates for our members. In my experience, SGT is the best way to get groups of like-minded people working out together under the expertise and guidance of a coach. Do this well with a SGT model that fosters real member connection and your members will stick with you forever.
4. Fitness Professional Retention
Attracting and keeping top fitness professionals should be one of our leading business strategies year-on-year. After all, our fitness professionals are the passionate individuals interacting and forming relationships with our members day after day. Too many fitness professionals have left the industry or have been forced to pick up work outside of the industry as they struggle to generate sufficient full-time income from the fitness industry alone. Coaching SGT can draw on the strengths of both our group exercise instructors and personal trainers. This means with specialized SGT coach education, coaching SGT alongside instructing and/or personal training is a proven way for our fitness professionals to gain better income and will allow you to keep the best instructors.
5. Results
This may be an overused word in our industry but helping members achieve incredible results is fundamental to why our industry exists. When our members walk through our doors, hand on heart we want to direct them to areas of our club that will ensure their success. It is well documented people who work out together in a team/SGT setting get far greater results than working out individually. With this in mind, it’s a great idea to ensure your SGT programming model has built-in systems to capture and celebrate the incredible results your members will achieve.
