Key considerations for creating engaging and innovative group fitness programming.
The role of group fitness in enhancing member experience and retention is undeniable. Health clubs and fitness centers are increasingly recognizing the value of dynamic group fitness offerings in building community, driving membership and fostering member loyalty.
In the latest Thought Leaders digital roundtable discussion, Staci Alden, a fitness management consultant; Keith Irace, the vice president of group fitness at Equinox Fitness Clubs; and Jenn Hogg, the director of exercise programs at East Bank Club, discussed strategies for leveraging group fitness to enhance member experience and engagement.
Group fitness programs can significantly impact a club’s overall success by fostering a strong sense of community and belonging among members. These services can both attract new members and retain existing ones. When it’s ingrained in your culture and systems, like at Equinox, it can lead to significant success.
“I’m very fortunate that I work for a brand that was founded with group fitness as the headline,” said Irace. “It was fundamental to the business that group fitness be a main feature. Everything else is wonderful, but group fitness was always an integral part of the story. We know members who are engaged don’t leave clubs, and the thing that makes them the most engaged is group fitness.”
Irace explained Equinox’s success lies in its ability to continuously innovate and create signature programs that keep members excited and coming back. He said it’s important to be at the forefront of trends that interest members, not just follow them. “We realized that people were looking to Equinox to set the trend,” he continued. “We decided to tell our own story and create unique programming that keeps our members engaged.”
Similarly, Alden, who manages fitness programs in apartment communities, stressed the importance of unique and varied offerings. Hosting interesting events and inviting members to expand their knowledge or relationships within your club can be a great avenue toward success. She noted successful examples from educational workshops based on staff’s expertise and interests, social events, and adventures exploring the local area. Her key to success is planning for events a year out and around timely themes.
“Host social events that are more of a party,” said Alden. “Have food and drinks, a class, and potentially social time afterwards. I also recommend programming that’s evolved over time like dance or kickboxing. Do programs that are creative and unique from other facilities but aren’t committed to being on your schedule forever.”
At East Bank Club, considerations regarding its diverse membership base are important when scheduling group fitness programming. Hogg explained they take time to understand and adapt to members’ preferences and maintain a balance between innovation and tradition.
“East Bank has brought me some unique challenges because we have one club with six studios and a little over 10,000 members to make happy,” explained Hogg. “I have to do my best to create a schedule that speaks to as many of them as possible. What I find through my experience is you must establish clear expectations for what you’re asking of instructors.”
The rest of the panel agreed that instructors are the heart of any successful group fitness program and schedule.
Alden noted she’s found success with offering in-house education to help retain talent, increase engagement and ensure top-quality programming. Encouragement between instructors also provides support among them and camaraderie in your club’s staff.
Similarly, Equinox focuses on making instructors feel valued and part of the community which is integral to its culture. Having a solid foundation or relationships between instructors and club leaders ensures the success of your program and club. Investing in them with care and growth keeps them wanting to be a part of your club.
“The way we teach and train our own instructors to teach is everything,” emphasized Irace. “If we want members in our club and classes, we have to innovate in the category. We have to invest in our instructors. Getting a teacher from one level of quality to the next requires an investment of time, training and mentorship.”
Other ways to make instructors feel valued include free education opportunities, scholarships to fitness conventions, and recognizing birthdays and important milestones, all of which occur at East Bank Club.
Hogg emphasized the need for fair and equitable expectations and opportunities for instructors across the board. Communicating with them about business requires tough conversations to take place but can be made easier to have with staff when separating business from personal subjects when needed.
“My piece of advice, especially for manager and directors, is when in this role, you’re no longer the star of the show,” said Hogg. “Your main job is to lift up your instructors, and sometimes that means being the muscle between them and your members. But first and foremost, make sure your instructors know you have their back and are there to support them. Show up for them on a human level. When you light someone else’s candle, yours doesn’t burn any less bright.”
As the health and fitness industry moves forward and trends continue to evolve, maintaining a balance between innovation and tradition is essential especially for group fitness programming. For club’s looking to make a significant impact, focusing on dynamic classes, instructor development and creating a welcoming environment is crucial. By keeping member and staff’s needs and interests at the forefront of this area, you can create a vibrant, loyal community they want to stay a part of.
