Sean Turner, the CEO of Les Mills U.S., shares how circuit training is helping clubs drive retention and habit-building while creating a social atmosphere that members want to return to.
In an industry under constant transformation, today’s most successful clubs have one thing in common: they’ve turned their group fitness studios into engines for growth. While cardio equipment and free weights remain essential, it’s often the group training experience that drives engagement and builds strong community.
The red-hot circuit training trend meets today’s consumer demand for workouts that feel social, are time-efficient, and produce strength-building results. Whether it’s Gen Z members prioritizing variety or long-time gymgoers seeking a new challenge, circuit training presents an opportunity to deliver highly engaging experiences that help build habits.
So how can club operators harness this workout to generate results?
1. Leverage Studio Space
Struggling with crowded gym floors during peak times? Circuit training provides a solution by redirecting traffic from overused gym floor equipment into underutilized studio spaces, accommodating more members without sacrificing experience quality. Additionally, this modality increases participation by members new to group fitness, helping you tap into untouched potential within your gym.
2. Drive Retention through Habit Formation
The first 60 days of a new member’s journey are critical. Research shows that early habit formation, like regularly booking classes, dramatically improves retention. Circuit training’s structured, instructor-led environment helps members stick to their goals by offering predictability and support. The built-in accountability of showing up for a scheduled class paired with the high empowerment factor of social workouts can aid in increasing member consistency.
3. Foster Community
Positive social interaction is a powerful motivator in the gym, and the nature of circuit training (rotating stations, partner work, and shared challenges) fosters camaraderie with ease. When paired with rockstar instructors and engaging studio events, circuit training transforms into a social ritual that members are excited to add to their weekly routine. These invigorating connections can be critical retention drivers, especially among younger demographics seeking meaningful experiences and new friendships.
In today’s competitive fitness landscape, circuit training offers clubs a way to align with current trends, boost operational efficiency and build long-term loyalty.
