Les Mills GRIT - A Great Small Group Training Solution

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Small Group Training is a huge trend and opportunity. This deck shows how Les Mills GRIT provides a solution for facilities needing a reliable Small Group Program.

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Les Mills GRIT - A Great Small Group Training Solution

  1. 1. LESMILLSGRIT® SERIES DRIVING ATTENDANCE AND MEMBERSHIP 1
  2. 2. Thompson, Walter R. ACSM's Health & Fitness Journal. 17(6):10-20, November/December 2013. 1. HIGH INTENSITY INTERVAL TRAINING 2. BODY WEIGHT TRAINING 3. EDU/CERTIFIED & EXPERIENCED FITNESS PROFESSIONALS 4. STRENGTH TRAINING 5. EXERCISE AND WEIGHT LOSS 6. PERSONAL TRAINING 7. FITNESS PROGRAMS FOR OLDER ADULTS 8. FUNCTIONAL FITNESS 9. SMALL GROUP TEAM TRAINING 10. YOGA 2014 TOP HEALTH & FITNESS TRENDS
  3. 3. 1. ON TREND 2. INCREASE MEMBER ENGAGEMENT 3. PROVIDE ACCESSIBLE PT 4. DRIVE ASSISTED EXERCISE ATTENDANCE 8 REASONS WHY SMALL GROUP TEAM TRAINING WORKS 5. ATTRACT MILLENNIALS 6. DIFFERENTIATE OFFERING 7. DELIVER RESULTS FOR YOUR MEMBERS 8. GREATER REVENUE 3
  4. 4. PERSONAL TRAINING SMALL GROUP TRAINING GROUP EXERCISE POSITIONING IS KEY • Small Group Team Training is a feeder to both Personal Training and Group Exercise • Assisted exercise creates both member to staff and member to member engagement • Research shows there is a positive correlation between facilities with a higher level of assisted exercise on overall gym attendance and retention. 4
  5. 5. REVENUE STREAMS SGTT CREATES A NEW REVENUE STREAM UNASSISTED EXERCISE PERSONAL TRAINING SMALL GROUP TEAM TRAINING GROUP EXERCISE • SGTT provides an affordable PT option for members • In case studies with existing customers, early indications suggest PT revenue is greater at facilities with successful SGTT 5 5
  6. 6. DELIVERS FASTER RESULTS WITH SHORTER WORKOUTS SUPPORTS LEAN MUSCLE & FAT LOSS THROUGH HIGHER HGH PRODUCTION IMPROVES AEROBIC CAPACITY HIGH INTENSITY INTERVAL TRAINING CONSIDERATIONS FOR SGTT SIGNIFICANTLY INCREASES METABOLISM BURNS MORE FAT PROMOTES HORMONE PRODUCTION 6
  7. 7. HIIT IMPACT ON SGTT PROGRAMING BOOTCAMPS STRENGTH TRAINING WEIGHT LOSS CORE TRAINING FUNCTIONAL TRAINING CROSS TRAINING HIGH INTENSITY INTERVAL TRAINING MARTIAL ARTS EQUIPMENT BASED SKILLS BASED RESULTS BASED • High Intensity Interval Training (HIIT) as the number 1 trend for 2014 • Source ACSM 7
  8. 8. LES MILLS GRIT ® Series will push your members to the max and beyond. The workouts are designed to give members up close and personal attention – assisted exercise, leading to increased motivation and results. • Three unique programs offering fitness results, fast. • 30 minutes of intense challenge to set training routines. • Explosive music to send energy levels through the roof. • Highly-charged certified trainers giving one-on-one attention. SMALL GROUP TEAM TRAINING 8
  9. 9. 9
  10. 10. 10 VIDEOS http://www.youtube.com/user/lesmillsgroupfitness
  11. 11. “We are unbelievably happy with the results we’ve seen since launching LES MILLS GRIT®! We wanted to create value for our members with these packages, and create a stronger connection between them and our club. We’ve certainly done that! In just 6 months we’ve made enough profit to build a new small group training studio – and a cycle studio – which will help us to build on the success we’ve already seen from LES MILLS GRIT™. This has been a game-changer for our members, our coaches and our business!” Lydia Haskell, Owner The Fitness Rave, Baltimore 11
  12. 12. KEYTOSUCCESS BESTPRACTICE TRENDS MATTER1. Be on top of lasting trend, avoid fads Re-engage members GREAT PROGRAMMING Aim for a range of relevant programs that are motivating NAIL THE BUSINESS MODEL GET EVERYONE ON BOARD RECRUIT & TRAIN THE RIGHT PEOPLE GET THE WORD OUT Set a clear goal and choose a model that supports. In-depth Program knowledge Educate staff on benefits Qualified professionals Find new talent and support growth Have awesome marketing material Use all avenues to promote DIFFERERENTIATE FROM GROUP FITNESS Have a solid implementation plan in place 2. 3. 4. 5. 6. 7. 12
  13. 13. • October 2013 Market Research to assess club success and best practice – 55 of 112 sites surveyed – 4 week research – 2-5 appointments each day LES MILLS GRIT® SERIES US Best Practice Research 13* December 2013 - 162 licensed GRIT facilities nationally
  14. 14. 7 KEYS 1. Establishing a Business Model 2. Pay Structure 3. Value Adds 4. Marketing Message 5. GRIT Coaches 6. Online Booking System 7. Location of Workouts within the Facility DRIVERS FOR SUCCESS 14
  15. 15. • Over 95% of facilities using ancillary revenue models • Drop In and Block Course are the most popular models • EFT models used in over a third of facilities Drop In Package Block Sessions Monthly Unlimited Monthly Limited Not Charging Auto Renew Package Auto Renew Monthly Facility Type Chain 13 9 12 1 5 4 1 Single Site 5 2 8 2 2 PT/GF Studios 5 2 3 3 2 1 1 Non Profit 8 4 2 2 2 1 Total Facilities 31 17 25 8 7 2 5 5 % of Facilities 56% 31% 45% 15% 13% 4% 9% 9% 1. ESTABLISHING A BIZ MODEL Membership ModelAnalysis
  16. 16. 1. ESTABLISHING A BIZ MODEL Price Point Analysis 16 AVERAGES • All Clubs: $12.50/workout • Top Performing Facilities $14.50/workout • Worst Performing Facilities $11.70/workout • Top Full Service Facilities (no studios) $11.75/workout • Worst Full Service Facilities (no studios) $9/workout
  17. 17. 1. ESTABLISHING A BIZ MODEL 17 • Average session rate $12.50 • Average session cost $44 • Target session attendance 10 people/workout • Target sessions per week 6-9 /week • Break Even at 100% capacity $4 • Break Even at 50% capacity $9 Break EvenAnalysis
  18. 18. Universal Athletic Club Premium Membership $120/month Unlimited Access LMG, Boxing, CROSSFIT Bundle Pay: $15 base + $2/head 9 LM GRIT workouts per week Team Training Studio $7000 gross/$3800 net The Fitness Rave 8 week limited Block $279 per 8 week block Separate: TRX, P90X Pay: Bonus $1600 - $650/block 2 LM GRIT workouts per coach Team Training Studio $8000 gross/$3200 net ACAC West Chester 4 week auto-renew block $13/workout or $99/8 workout block 10 LM GRIT workouts per week 40% commission incentivized lead Team Training Studio $4000 revenue increase MOVE Club Concession/bulk $25/session or $20 with Auto-Renew Separate: TRX 9 LM GRIT workouts per week $7 per head. Minimum $20 Group Exercise studio %10 PT revenue increase 1. ESTABLISHING A BIZ MODEL Options For Success
  19. 19. 2. PAY STRUCTURE Majority of Facilities Use Incentives 19 • There are three primary pay models • Two thirds of the facilities offer incentive based pay Facility Type Flat Rate Base+/Head % Sales Chains 11 16 Single Site 6 4 3 PT/GF Studios 4 3 2 Non Profit 9 Total 19 18 21 % of Total Facilities Contacted 33% 31% 36%
  20. 20. 2. PAY STRUCTURE 20 • Flat rates trend toward poor performance • Incentivized rates trend toward strong performance • Incentivized rates drive sustainable margins • Auto-renew processes makes success easier • Top performing facilities incentivized someone at management level to help drive sales Best Practice
  21. 21. 2. PAY STRUCTURE 21 • Incentivized pay rates can still yield a +50% profit margin • 8 week block, 2 workouts per week, $12.50 per workout • Target 10 people over 9 workouts per week • Incentivized pay = $15 base + $3 per head • GRIT Leader pay = 2% Monthly Annual Gross Revenue $5412.5 $64,950 Net Revenue $2847.5 $34,170 Profit Margin 53% 53% Best Practice Example
  22. 22. 3. LES MILLS GRIT VALUE ADDS Assessment and Measurement Time Test 5-10 min Body composition, waist, hip, weight 5 -10 min Push up test 5 -10 min Vertical leap test 5 -20 min Anaerobic threshold test
  23. 23. 3. LES MILLS GRIT VALUE ADDS GRIT Challenge 23
  24. 24. 3. LES MILLS GRIT VALUE ADDS Nutrition Tips and Cooking Recipes
  25. 25. 3. LES MILLS GRIT VALUE ADDS Social Media
  26. 26. 4. MARKETING MESSAGE Research Builds Credibility
  27. 27. 4. MARKETING MESSAGE Results Campaigns Are Most Effective 27
  28. 28. 4. MARKETING MESSAGE New Member Prescription 28 POINT OF SALE 6 WEEK INTRO GET FIT PHASE 3-6 60 minute sessions a week Introduce HIIT/LES MILLS GRIT® Getting Fit Together plan Steadily familiarize to exercise. Build fitness to 3-4 moderate intensity cardio sessions. Maximize your “free” offering take on. Ready to replace 1 cardio with 2 HIIT Sessions
  29. 29. 4. MARKETING MESSAGE 29 Get More Results From Your Mix GETFITPHASE GRITPHASE
  30. 30. 4. MARKETING MESSAGE Infographics for Millenials
  31. 31. 5. GRIT COACHES Best Practice 31  Hybrids are the best Coaches  PTs buy-in when they are incentivized and see the prospecting opportunity  GF instructors need more sales training than PTs
  32. 32. 32 6. ONLINE BOOKING SOLUTIONS Best Practice
  33. 33. 6. ONLINE BOOKING SOLUTIONS 33 EVENT BRITE  No monthly fees  Credit card processing fee of 3% + Convenience Fee/transaction of 2.5% + .99 cents. Option to add the convenience fees to the ticket price or absorb and include in the ticket price.  Compatible with PayPal and Google Checkout – integrate with other aspects of business if these accounts already exist.  Ability to post schedule online  Can have participants choose sessions as part of ‘ticket’  No option for auto-renew, but ability to mass email via RSS feed when new events are posted MIND BODY  As low as $75/month  Additional credit card processing fees not listed on site – setup through private merchant account  Ability to post schedule online  Participants can register for specific sessions to control attendance  Option to setup for auto-renewal when all sessions in a package are used  Training sessions and online videos and tutorials available  Reporting functions to analyze business success and manage metrics ProsAnd Cons
  34. 34. 7. LOCATION OF WORKOUT Best Practice
  35. 35. 35 7. LOCATION OF WORKOUT Branding
  36. 36. 36 7. WORKOUT SPACE TOOLS Branded Equipment

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