You have questions, we have answers. We took some time this month to speak with Jennette Holzworth, an advanced level-two trainer at Gainesville Health and Fitness, about how they have implemented Pilates and how you can too, without breaking the bank.
“How can clubs easily invest in Pilates programs?”
JH: The best way to invest in a Pilates program is to start small, and grow the program as the need arises, adding classes and equipment only when demanded. Most new clients will enter the program at a beginner’s level. Those types of classes may require little to no equipment at all. For this reason, Pilates can be an easy investment, requiring very little startup capital.
“How can Pilates be used as a profit center?”
JH: Adding Pilates to your club opens a revenue-generating program that can be utilized by any member. Pilates helps lay the foundational groundwork clients need to improve strength, flexibility and performance, while decreasing pain and muscular imbalances that inhibit movement. Regardless of the client’s training level, clubs can make this an in-demand program that clients need in order to succeed in their goals. As these clients become more advanced, new opportunities will emerge for additional class levels that will continue to expand the profitability of the program, making Pilates a valuable profit center for the club.
“How should clubs recruit top instructors?”
JH: Recruit top instructors by establishing a program built to succeed. The best instructors have nationally-recognized certifications, such as STOTT PILATES®, PHI and Balanced Body, and they demand the best in terms of revenue and opportunities. Scale-based pay, where instructors are compensated at higher levels, with higher-class attendance, and a solid marketing campaign, that promotes both instructors and their classes, offer the best scenario for instructors to succeed.
“How can clubs best market Pilates programs?”
JH: The best marketing campaigns create a brand for the program, enhancing the reputation of both classes and instructors, while also promoting the offerings. Client testimonials show prospective client results, generated by the program. The use of uniforms and biographies make instructors recognizable throughout the center, yielding them more approachable, and reputed as the Pilates experts, thus building the reputation of the program.
Top Five Reasons Clubs Should Implement Pilates
1) Revenue generation: the average profit margin is over 12 percent, a valuable revenue stream for your club.
2) Smart, safe investment: most programs start small in terms of class offerings and equipment, so the program can grow without a large up-front investment.
3) All inclusive: any client, regardless of skill level or fitness goal, can benefit from Pilates.
4) Competitive edge: Clubs without Pilates programs risk losing members to centers that do offer these services.
5) Staff reward: Additional programs offer increased opportunities for your staff who are interested in increasing income and experience, which aids in employee retention and satisfaction.
Have club questions for an expert? Write us at letters@clubsolutionsmagazine.com
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
