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Strategy for Results and Motivation. Workshop Notes from Washington Group Fitness Management Workshop presented by Steven Renata

Strategy for Results and Motivation. Workshop Notes from Washington Group Fitness Management Workshop presented by Steven Renata

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8 Keys of Group Fitness Management wa.ppt Presentation Transcript

  • 1. GROUP FITNESS MANAGEMENTPERFORMANCE 1 LES MILLS INTERNATIONAL © 2011
  • 2. www.facebook.com/lesmillswc | @Renatasays #8KeysWA 2 LES MILLS INTERNATIONAL © 2011
  • 3. 3 LES MILLS INTERNATIONAL © 2011
  • 4. 4  4 LES MILLS INTERNATIONAL © 2011
  • 5. THE FUTURE OF FITNESSMOTIVATION MASTERY DRIVES ATTENDANCE Research indicates that group exercise is BENCHMARKS FOR the most effective way of creating HIGH PERFORMING FACILITIES motivation for the average fitness member and for the vast majority of fitness facilities Unassisted Group exercise attracts and motivates Exercise 36% the masses. Some of the world’s most Group successful facilities have over 50% of Exercise their attendances in group exercise. “Group Exercise members attend more 50% regularly, remain members for longer, make more referrals, perceive greater value in their memberships (ie will pay Small Group more) and do not leave when a budget Training 4% gym opens nearby!”1 Personal Training 10% 1. Will Phillips, The Retention Breakthrough 5 LES MILLS INTERNATIONAL © 2011
  • 6. 6 LES MILLS INTERNATIONAL © 2011
  • 7. 7 LES MILLS INTERNATIONAL © 2011
  • 8. BUILDING FACILITY SUCCESS USING GROUP FITNESSACTION #1SET INSPIRING GOALS FOR YOURSELF ANDFOR YOUR TEAM 8 LES MILLS INTERNATIONAL © 2011
  • 9. GROWING GROUP FITNESS PERFORMANCESET YOUR WEEKLY GROUP FITNESS ATTENDANCE BHAG§ What s your current Group Fitness weekly attendance? _________§ How many weekly visits do you think you could achieve in 3 to 5 years if your instructors were delivering the best experience in every class in your facility? Twice bigger? Three times bigger? BHAG: __________________ 12 Months: __________________ 9 LES MILLS INTERNATIONAL © 2011
  • 10. GROWING GROUP FITNESS PERFORMANCE SET YOUR WEEKLY GROUP FITNESS ATTENDANCE BHAG§ What s your current Group Fitness weekly attendance? 500§ How many weekly visits do you think you could achieve in 3 to 5 years if your instructors were delivering the best experience in every class in your facility? Twice bigger? Three times bigger? BHAG: 2000 12 Months: __________________ 10 LES MILLS INTERNATIONAL © 2011
  • 11. POTENTIAL FINANCIAL BENEFITSWHAT S THE SIZE OF THE PRIZE?§ BHAG - Group Fitness weekly attendance = __________§ Divide the result by 3 (average number of GF visits per week per person in LES MILLS™ facilities): __________§ Multiply it by your average yearly membership: $_________ $: __________________ 11 LES MILLS INTERNATIONAL © 2011
  • 12. POTENTIAL FINANCIAL BENEFITSWHAT S THE SIZE OF THE PRIZE?§ BHAG - Group Fitness weekly attendance = 1500 visits§ Divide the result by 3 (average number of GF visits per week per person in LES MILLS™ facilities) = 500 members Multiply it by your average yearly membership = $600 $: 300,000 12 LES MILLS INTERNATIONAL © 2011
  • 13. WHAT DOES IT TAKE TO BECOME A CHAMPIONAT GROUP FITNESS IN YOUR FACILITY?THE PLAN IS BASED AROUND 8 KEY ELEMENTS 13 LES MILLS INTERNATIONAL © 2011
  • 14. IMPLEMENT A SCORECARD 14 LES MILLS INTERNATIONAL © 2011
  • 15. A TEAM CAN T PLAY TO WIN IF IT DOESN T KNOWTHE SCORE.IF YOU CAN T MEASURE IT, YOU CAN T MANAGE IT. 15 LES MILLS INTERNATIONAL © 2011
  • 16. 3 LEVELS OF GOALS TO DEFINE Club Total Membership/ Target set by Profit etc. club owner The contribution to GF department to the club’s goals. Total Group Fitness Target set by GF Weekly Visits Manager and club (3-5 year BHAG and short- term goals) owner (based on Target set by overall club goals) instructor Individual and GF Manager. Class Target Could be 6-month target 16 LES MILLS INTERNATIONAL © 2011
  • 17. TOTAL GF ATTENDANCEYOUR KEY GF PERFORMANCE BENCHMARKCURRENT GOALS GROWTH POTENTIALPERFORMANCE Long and short/medium BenchmarksKPI’s terms§  Weekly GF Attendance §  Current TT Max Capacity §  BHAG: GF weekly§  % Attendance to GF vs §  Max Studio Capacity attendance at 3 to 5 years: Weekly Club Visits Maximum number of classes you §  Potential annual profit§  Total Club Members can offer on your timetable per increase: and % Members week x maximum number of §  12-month goal: people you can fit in each class “active” Choose your numbers of classes: Example: Week days = 8-12 per day Weekend = 6-8 per day 50-75+ classes per studio each week 17 LES MILLS INTERNATIONAL © 2011
  • 18. IMPLEMENT A GROUP FITNESS SCORECARDKEY ACTIONS 1.  Set goals for growth –  Weekly Group Fitness attendance and Individual class targets for instructors2.  Count numbers in every class3.  Analyze the data: measure performance versus targets –  Weekly Group Fitness attendance –  % facility visits delivered by Group Fitness –  Average attendance per class –  Individual class performance versus target: class ranking and/or cost per head –  Program performance (program rankings)4.  Publish the results to your instructors5.  Set a plan for growth 18 LES MILLS INTERNATIONAL © 2011
  • 19. SETTING CLASS TARGETSTHE ART OF DEFINING NEW TARGETS AND THE 10 FACTORS TO CONSIDER: § Maximum capacity of the class (surface)§ Quantity of equipment§ Number of members§ Past attendance§ Instructor§ Program§ Time of day§ Day of the week§ Season§ Marketing actions 19 LES MILLS INTERNATIONAL © 2011
  • 20. TIPSET THE CLASS TARGETS WITH YOUR INSTRUCTORS TO GET THEIR COMMITMENT. §  Help them understand how you’ll work together to grow attendance§  Better buy-in§  They often give themselves tougher targets than you have chosen on your own§  When doing it, use the following frame: 1.  Set the big picture 2.  Confirm what the average attendance has been over the last 3 to 6 months. 3.  Agree on a world-class target: the best potential of the class. 4.  Agree on the next quarter’s targets (short term) and actions we will take to grow the numbers (training, marketing etc) Make sure your individual class targets are aligned with your BHAG and overall club goals. 20 LES MILLS INTERNATIONAL © 2011
  • 21. TIPFRAME AND MANAGE TARGET SETTING DISCUSSION WITH INSTRUCTORS §  1. Set the big picture: –  Our 3-year BHAG is… and our 12-month objectives are… –  Let’s define together what your contribution to them should be…§  2. Confirm what the average attendance has been over the last 3 to 6 months. –  Your average attendance in the last 3 to 6 months has been…§  3. Agree on a world-class target: the best potential of the class. –  If we provided you with the best programs, training plan, marketing, etc, –  how many people could you attract to your class over the next 3 years? –  What’s the ultimate potential of that class from your perspective?§  4. Agree on the next quarter’s targets (short term) and actions we will take to grow the numbers (training, marketing etc –  Great. Now what do we think we should achieve in the next 3 months so we are on track? 21 LES MILLS INTERNATIONAL © 2011
  • 22. PUBLISH THE RESULTS TO INSTRUCTORSBENEFITS1. Easy way to identify where you should focus your effort2. Easy way to implement a reward/bonus system3. People love recognition and seeing their names on ‘top’ lists 22 LES MILLS INTERNATIONAL © 2011
  • 23. GF MANAGEMENT TRAINING:LEADING TO WIN: LEADING WITH NUMBERS AND UNLEASHING TEAMMOTIVATION 23 LES MILLS INTERNATIONAL © 2011
  • 24. GROWING GF SUCCESSAND NUMBERS:INSPIRE YOUR TEAM AND UNLEASHTHEIR MOTIVATION AND PERFORMANCE.1.  Implement a Scorecard…2.  Learn what really motivates people to achieve numbers… 24 LES MILLS INTERNATIONAL © 2011
  • 25. MAXIMIZE YOUR SCHEDULECreating a Timetable that Drives Growthand Profitability 25 LES MILLS INTERNATIONAL © 2011
  • 26. INDUSTRY BENCHMARKSWHAT IS FEASIBLE? % OF GYM VISITS DELIVERED BY GF 50+% 40% 30% GOLD SILVER BRONZE 26   LES MILLS INTERNATIONAL © 2011
  • 27. THE FASTEST, SIMPLEST WAY TO INCREASE WEEKLY ATTENDANCE IS TO GIVE PEOPLEMORE OF WHAT THEY WANT LET YOUR MEMBERS VOTE WITH THEIR FEET. GIVE MORE CLASSES TO YOUR MOST POPULAR PROGRAMS AND INSTRUCTORS, LESS TO THE LESS POPULAR 27 LES MILLS INTERNATIONAL © 2011
  • 28. GIVE MEMBERS MORE OF WHAT THEY WANT3 TOP DRIVERS: PROGRAM, INSTRUCTOR ABILITY &CLASS TIME 28 LES MILLS INTERNATIONAL © 2011
  • 29. BUCKETOLOGY OF GROUP EXERCISE The research highlights that five categories drive three quarters of all weekly group exercise attendance. Offering at least one “best in category” format is critical to driving high weekly group exercise attendance . “Many operators make the strategic mistake of either offering mediocre quality in the five key categories and or offering too many formats in the other category!”2 29 LES MILLS INTERNATIONAL © 2011
  • 30. GIVE MEMBERS MORE OF WHAT THEY WANTGET YOUR PROGRAM OFFER RIGHT- UNDERSTAND YOUR MEMBERS AND THEIR NEEDS Source:    AC  Nielsen  Research         30 LES MILLS INTERNATIONAL © 2011  
  • 31. GIVE MEMBERS MORE OF WHAT THEY WANTIDENTIFY YOUR NATURAL POSITIONING AND YOUR POTENTIAL CORE AND SPECIALTY PROGRAMS Source:    AC  Nielsen  Research         31 LES MILLS INTERNATIONAL © 2011  
  • 32. GROW YOUR SCHEDULE S PULLING POWER SCHEDULE DESIGN: 5 STRATEGIES TO DRIVE GROUP FITNESS GROWTH 1.  Give people more of what they want (5 actions) –  Get your program offer right - understand your members and their needs (need scope model) –  Offer programs matching the commercial formula –  Identify your top performing programs and offer them more frequently –  Offer the right program mix: –  70% Core, 20% Specialty, 0 -10% Service –  Identify top instructors and schedule them more often 32 LES MILLS INTERNATIONAL © 2011
  • 33. GROW YOUR SCHEDULE S PULLING POWER SCHEDULE DESIGN: 5 STRATEGIES TO DRIVE GROUP FITNESS GROWTH2.  Simplify your offerings: –  8 to 12 great programs versus 45+ activities 3.  Think horizontally, not vertically. –  In each 2-hour time slot, offer: –  At least one opportunity per week to do a cardio, strength/toning, mind body/ stretching workout –  Your core programs at least twice a week 4.  Give instructors class ownership –  Subject to a review of performance vs. targets 5.  Consider express classes (30, 45 mins) 33 LES MILLS INTERNATIONAL © 2011
  • 34. SIMPLIFY YOUR OFFERINGSANALYZE AND ACTION PLAN YOUR CURRENT TIMETABLE ANALYZE ACTION PLAN §  How many different programs do §  Condense class offerings you currently offer? –  Group similar programs and streamline in-class experiences –  Remove low-attended programs offered 1-2x/week 34   LES MILLS INTERNATIONAL © 2011
  • 35. THINK HORIZONTALLY, NOT VERTICALLYKEY PRINCIPLES Schedule:§  Core programs at least twice weekly within a 2-hour timeframe§  Cross-training variety within a 2- hour timeframe across the week 35 LES MILLS INTERNATIONAL © 2011
  • 36. ONGOING SCHEDULE MANAGEMENTTO GROW NUMBERSFOCUS PRIMARILY ON RED-LIGHT CLASSES §  3 ACTIONS§  Identify underperforming classes – Red lights§  Pinpoint the cause(s) of underperformance – Program – Instructor – Time slot/Schedule – Marketing – Politics§  Set an action plan 36 LES MILLS INTERNATIONAL © 2011
  • 37. MANAGEMENTPINPOINT THE CAUSE OF UNDERPERFORMING TIME SLOTS 5 POSSIBLE AREAS OF POTENTIAL CAUSE OF THE PROBLEM UNDERPERFORMANCE PROGRAM Poor quality, poor fit for club, wrong program for time-slot INSTRUCTOR Poor instructing skill-set, instructor doesn’t fit essence of program; instructor doesn’t teach appropriately for audience (i.e. necessary options) TIME-SLOT Tough time-slot to fill (warning: don’t jump to conclusions too soon!) MARKETING Program isn’t being effectively marketing internally or externally INTERNAL Group of members or staff undermining program success or COMMUNICATION/ ‘boycotting’ classes POLITICS 37   LES MILLS INTERNATIONAL © 2011
  • 38. MANAGEMENTCREATE AN ACTION PLAN TO IMPROVE THE ISSUEPROGRAM ACTION PLAN – Improve content quality (free-style) – Cancel class – Replace with a pre-choreographed program – Replace by a program better fitting program (Needscope Model) – Get right programs in the right time-slot and/or – Condense the number of classes of this program – Consolidate program variety LES MILLS INTERNATIONAL © 2011 38  
  • 39. MANAGEMENTCREATE AN ACTION PLAN TO IMPROVE THE ISSUE [CONT’D] INSTRUCTOR ACTION PLAN – Review class: provide feedback and action plan – Set a target and deadline for improvement – Video assessment – Advanced training – Work with one of most popular instructors – practice and team-teach – Replace instructor 39   LES MILLS INTERNATIONAL © 2011
  • 40. MANAGEMENTCREATE AN ACTION PLAN TO IMPROVE THE ISSUE [CONT’D] TIME-SLOT ACTION PLAN – Are other classes in time-slot under performing? – Does program match target market attending time-slot? – Schedule best program and instructor combination – Offer ‘free’ classes (i.e. RPM™) – Communicate the benefits of non-crowded time- slots – Prioritize orienting new participants / members into time-slot (sales) – Be patient in building ‘tougher’ time- slots! 40   LES MILLS INTERNATIONAL © 2011
  • 41. MANAGEMENTCREATE AN ACTION PLAN TO IMPROVE THE ISSUE [CONT’D]MARKETING ACTION PLAN – Promote internally - new marketing materials, email campaigns, contests or re- launches – Use flyers, posters, timetable inserts and website – Promote externally - attract new participants – Create ‘bring a friend’ promotion – Review current marketing efforts - are they on-target? 41   LES MILLS INTERNATIONAL © 2011
  • 42. WHAT ABOUT YOUR TIMETABLE?RATE YOUR CURRENT TT DESIGN ON A SCALE OF 1-5 ON ITS EFFECTIVENESS TO SELLYOUR GF PROGRAMRATE WITH 1 BEING LOWEST, 5 BEING HIGHEST§  Even our staff has trouble figuring it out J§  Everything’s there, but it’s somewhat confusing or boring§  It looks OK.§  It’s organized and easy to read, but could use some improvement§  It’s simple, inspiring, professional, members can read it and staff can easily recommend classes 42 LES MILLS INTERNATIONAL © 2011
  • 43. § Insert a web sched 43 LES MILLS INTERNATIONAL © 2011
  • 44. Monday Tuesday Wednesday Thursday Friday | Saturday Sunday 06:00 AM 08:00 AMStudio One RPM Studio One Studio One Studio One Studio One Studio Onewith Leisa with Philip with Will P with Nats L with Kyla with Will P with AJ RPM Extreme RPM Studio One RPM RPM RPM 60mins RPM with Olly with Jade with Jess K with Willie with Willie RPM with Willie with Olly 07:00 AM 09:00 AM Studio One Studio One with Kendra with Nats L Studio One Studio One with Pita with Jess P 09:15 AM 10:00 AM RPM Studio One RPM RPM RPM with Philip with Will P with Frida with Wayne with Jess K Studio One Studio One with Lisa with Jess PStudio One RPM Studio One Studio One Studio One 11:00 AMwith Vernon with Nats L with Wayne with Carla with Olly 10:15 AM Studio One Studio One with AJ with Curtis Studio One Studio One Studio One Studio One Studio One (30min)with Susan F with Kendra with Mel with Will P with June 03:00 PM 12:15 PM Studio One with CurtisStudio One Studio One Studio One Studio One Studio One with Lisa with Nats L with Will P with Mel with Kendra 04:00 PM (30min) 04:10 PM BODYPUMP® Intro Studio One with Curtis Studio One Studio One Studio One 04:15 PM 44 LES MILLS INTERNATIONAL © 2011
  • 45. MARKETINGTOP 10 TIPS FOR A TIMETABLE THAT SELLS GROUP FITNESSBENCHMARK YOUR WEEKLY TIMETABLE AGAINST THE MARKETING CHECKLISTq  Does the layout inspire you to take a class - does it make you ‘hungry’ for GF?q  Does it look professional (design/layout)?q  Available in color for new members and prospectsq  Easy to determine what classes are available and whenq  Classes happening at same time are aligned on same lineq  Appropriate use of branded programmingq  Logical layout top to bottom and left to rightq  Days appear horizontal across the topq  Instructor names appear on classesq  Class descriptions are clear and appear on timetable 45   LES MILLS INTERNATIONAL © 2011
  • 46. MAXIMIZE YOUR TIMETABLE 46 LES MILLS INTERNATIONAL © 2011
  • 47. BUILDING UP A GREAT TEAM OF INSTRUCTORSIS THE BEST THING YOU CAN DO FOR YOUR BUSINESSNO MATTER WHAT YOUR VISION, MISSION ORBHAG, YOU ARE GOING TO NEED GREATPEOPLE TO GET YOU THERE 47 LES MILLS INTERNATIONAL © 2011
  • 48. A SINGLE GREAT INSTRUCTOR CAN BRINGHUNDREDS OF MEMBERS AND $$ TO YOUR FACILITY 48 LES MILLS INTERNATIONAL © 2011
  • 49. A TEAM OF GREAT INSTRUCTOR CANBRING THOUSANDS OF MEMBERSAND $$ TO YOUR FACILITY ! 49 LES MILLS INTERNATIONAL © 2011
  • 50. BASED ON 2008 AND 2010 CVM GLOBAL RESEARCH:RECRUITING GREATINSTRUCTORS IS THE TOP CHALLENGEFACILITIES FACE IN GROWING GROUPFITNESS 50 LES MILLS INTERNATIONAL © 2011
  • 51. CASTING IS EVERYTHINGINVEST TIME AND RESOURCES TO SEEK OUTTHE INSTRUCTORS & TALENT FOR TOMORROW,WHO VE THE POTENTIAL TO PACK THE ROOM 51 LES MILLS INTERNATIONAL © 2011
  • 52. INCENTIVIZE TOP PERFORMANCE AND RETAIN TOP-PERFORMING INSTRUCTORS. CREATE A SYSTEMTHAT COMBINES FINANCIAL AND NON-FINANCIALREWARDS. INCREASE THE COMMITMENT ANDLOYALTY OF YOUR INSTRUCTORS. 52 LES MILLS INTERNATIONAL © 2011
  • 53. ORGANIZE A GREATTRAINING PROGRAM FOR YOUR TEAM 53 LES MILLS INTERNATIONAL © 2011
  • 54. CONSTANTLY DEVELOP YOUR TEAM TOWARDS MASTERYBUILD UP THEIR SKILLS IN THE 5 KEY ELEMENTS OFTEACHING 54 LES MILLS INTERNATIONAL © 2011
  • 55. LES MILLS TRAINING PROCESS BUILDING ROCK STARS IN A SHORT TIME Training actionsSelection of candidates & preparation before Initial Module LES MILLS™ driven Club driven ✓Instructor Initial Training– 2 days ✓Clearance to teach at end of training – grading system ✓Team-training before Launch ✓Prepare instructors for certification and submit videos (8 ✓weeks after initial training)Instructor International Certification ✓Ongoing training - Quarterly Workshops/Continuing ✓EducationIn-house Quality Control and Instructor Development ✓Team-training before Quarterly Launch ✓Advanced Instructor Module training – AIM Modules 1 & 2 ✓Advanced and Elite Certifications ✓ 55 LES MILLS INTERNATIONAL © 2011
  • 56. DEVELOP THE BEST STUDIO YOU CAN AFFORD 56 LES MILLS INTERNATIONAL © 2011
  • 57. CREATE A WOW GROUP FITNESS SPACEA GREAT GROUP FITNESS DESTINATION PULLSMEMBERS AND GUESTS INTO THE STUDIO 57 LES MILLS INTERNATIONAL © 2011
  • 58. 58 LES MILLS INTERNATIONAL © 2011
  • 59. 59 LES MILLS INTERNATIONAL © 2011
  • 60. 60 LES MILLS INTERNATIONAL © 2011
  • 61. 61 LES MILLS INTERNATIONAL © 2011
  • 62. 62 LES MILLS INTERNATIONAL © 2011
  • 63. 63 LES MILLS INTERNATIONAL © 2011
  • 64. CREATE A WORLD-CLASS DESTINATION5 TOP EXPERIENTIAL DESIGN PRIORITIES TOENHANCE PARTICIPANTS EXPERIENCE1.  Sound and microphone: The best you can afford – think concert; if unbalanced, it makes a difference to attendee experience2.  Stage: Design and position – big enough to fit 2 or 3 instructors. Think theater and minimizing side views if possible. Use side screens and backdrop – project mood-enhancing images3.  Lighting: Theatrical stage lighting to enhance dramatic impact4.  Mirrors: Have none if possible or have them at the side – never behind the stage, as they distract and detract from the experience5.  Décor: Colors and branding can be very powerful to enhance mood – it should feel like a strong, athletic, fun zone 64 LES MILLS INTERNATIONAL © 2011
  • 65. CREATE A GROUP FITNESS MARKETING PLAN 65 LES MILLS INTERNATIONAL © 2011
  • 66. THE POWER OF MARKETING TO GROW NUMBERSWHICH ONE WOULD DO YOU BUY? OR OR Guts & ButtsPromote your partnership with Les Mills 66 LES MILLS INTERNATIONAL © 2011
  • 67. YEARLY GROUP FITNESS MARKETING PLAN TOGROW MEMBERSHIP AND PROFITTOP ACTIONS1. Launching Program/s2. Group X Re-launch Events3. Ongoing promotion on the benefits of Group X 67 LES MILLS INTERNATIONAL © 2011
  • 68. GROUP FITNESS EVENTSTHE FOUNDATION OF YOUR GROUP FITNESSMARKETING PLANEVENTS ARE ONE OF THE MOST EFFECTIVEWAYS TO RE-LAUNCH MEMBERSMOTIVATION, ATTENDANCE AND THEREFOREINCREASE RETENTION 68 LES MILLS INTERNATIONAL © 2011
  • 69. GROUP FITNESS EVENTSQUARTERLY RE-LAUNCH EVENTEVERY 3 MONTHS YOU REBUILD THEEXCITEMENT, CREATE MASSIVE SOCIALENERGY AND INCREASE SALES REVENUE. THE TWO MOST POWERFUL WORDS INADVERTISING ARE FREE AND NEW . 69 LES MILLS INTERNATIONAL © 2011
  • 70. PLAN: PHASE 1DETERMINE YOUR LAUNCH/RE-LAUNCH GOAL(S)1.  Retention (attendance) of Current Members2.  New Member AcquisitionSet measurable goals–  Number of members coming to the event–  Number of new sales–  Number of guests who must attend to achieve the target number of new membersFor Example:1.  All classes at 80 to 100% capacity2.  5 - 10% club members attending the event3.  20% of attendance per class being guests (as a minimum)4.  35% to 60% conversion rate 70   LES MILLS INTERNATIONAL © 2011
  • 71. PLAN: PHASE 1 DESIGN THE EVENT - FREE RE-LAUNCH GUIDE – WWW.LESMILLS.COM Effective event management on any budget • Re-launch on a shoestring • Re-launch on a budget • Re-launch to the MAX 71   LES MILLS INTERNATIONAL © 2011
  • 72. THE SALES / EXPERIENCE CURVE Experience Sales When you host GF events, you are selling non-members an experience, not a membership – this makes selling so much easier 72 LES MILLS INTERNATIONAL © 2011
  • 73. 73 LES MILLS INTERNATIONAL © 2011
  • 74. EM AIL GUEST PASS 74 LES MILLS INTERNATIONAL © 2011
  • 75. PLAN PHASE 2WHO DO YOU PROMOTE THE EVENT TO?•  Priority 1: Members’ families and friends so they attend the event (retention goal)•  Priority 2: ‘Bring a friend’/Referrals strategy (acquisition strategy)•  Priority 3: Previous unconverted guests (acquisition strategy)•  Priority 4: External (acquisition strategy) 75   LES MILLS INTERNATIONAL © 2011
  • 76. PLAN: PHASE 2 TOP ECLUB TOOLS TO PLAN A GREAT LAUNCH/RE-LAUNCH EVENT 76   LES MILLS INTERNATIONAL © 2011
  • 77. PLAN: PHASE 2EMAIL FLIERS BEST-PRACTICE USE: Member focused •  4 weeks out from event •  2 weeks our from event •  7 days out from event •  24 hours out from event Guest focused •  2 to 3 weeks out from event •  7 days out from event •  2 days out from event 77   LES MILLS INTERNATIONAL © 2011
  • 78. PLAN: PHASE 2BANNERS 2 WEEKS PRIOR TO LAUNCH/RE-LAUNCH Best-Practice Use: •  Hang 1 banner in lobby/common area •  Hang 2nd banner in GF studio 78   LES MILLS INTERNATIONAL © 2011
  • 79. PLAN: PHASE 2POSTERS 2 WEEKS PRIOR TO LAUNCH/RE- LAUNCH Best-Practice Use: •  Display in common areas •  Display near membership/ sales area •  Display in and near GF studios •  Refresh regularly using new campaigns available on eClub 79   LES MILLS INTERNATIONAL © 2011
  • 80. PLAN: PHASE 2“GETTING STARTED” BROCHURES BEST-PRACTICE USE: •  Give to prospects along with guest pass •  Membership sales team provides to guests registering for event •  Have available at reception or near studio for any current members who haven’t tried a class 80   LES MILLS INTERNATIONAL © 2011
  • 81. PLAN: PHASE 2FREE CLASS PASS BEST-PRACTICE USE: •  Instructors, members, staff: start distributing to friends, networks, prospective members 2 to 3 weeks pre- event •  Send as an event invitation to non-converted guests and prospects from the past 3 months •  Offer a contest or reward for members and staff who have passes returned 81   LES MILLS INTERNATIONAL © 2011
  • 82. PLAN: PHASE 2PLAN TO USE DIGITAL MARKETING AND SOCIAL MEDIAExcite Members, Drive Event Awareness and Word-of-mouth Traffic •  Club website•  Event page on club website•  Email campaign•  Facebook•  Twitter•  Club Blog•  YouTube videos 82   LES MILLS INTERNATIONAL © 2011
  • 83. 83  PLAN: PHASE 2WHY SOCIAL MEDIA GROWS THE IMPACT OF YOUR MARKETING EFFORTS www.facebook.com/lesmillswc | @Renatasays #8KeysWA•  97% of consumers use online media to shop locally•  70% of consumers trust info other people post•  60% of Facebook fans and 79% of Twitter followers are more likely to RECOMMEND brands they fan or follow•  51% of Facebook fans and 67% of Twitter followers are more likely to BUY brands they fan or follow “While social media is not the silver bullet some pundits claim it to be, it is an extremely important and relatively low-cost touch point that has direct impact on sales and positive word of mouth” Josh Mendelson (VP Chadwick Martin Bailey) LES MILLS INTERNATIONAL © 2011
  • 84. PLAN: PHASE 2TIPS FOR USING DIGITAL MARKETING TO GET PEOPLE TALKING ABOUT LAUNCH/RE- BEFORE, DURING AND AFTER EVENTLAUNCHUpdate your club website•  Video, pictures, frequently updated content (such as blogs, testimonials) help your site land near the top of a ‘Google’ search when people are looking for events and clubs to visit•  Constantly refer consumers back to your website for more info about the event so you can capture their information and invite them to attend – and follow up for future events!•  Make it a hub of social activity by offering your links to Facebook, Twitter, YouTube•  Post pictures of past events, have an event page and invite comments from viewers•  Create a video about your upcoming event 84   LES MILLS INTERNATIONAL © 2011
  • 85. PLAN: PHASE 2TIPS FOR USING DIGITAL MARKETING [CONT’D]1.  Use club Facebook page to create an event page for your launch/re-launch and invite all your fans to attend. Have club staff link to the event page and ‘attend’.2.  Tweet about your event: 140 characters, several times a week to get started – then daily if you can.3.  Video quick testimonials, invitations and promotions and upload to YouTube. Add links to and from YouTube with you website, Facebook and Twitter accounts.4.  Write a club Blog about the event – before, during and after.Make sure every social media outlet points people back to your club’s website/ blog for more info so you can invite people to this event – and to future ones! 85   LES MILLS INTERNATIONAL © 2011
  • 86. 86  PLAN: PHASE 2FREQUENCY AND MESSAGE •  Facebook: Daily if possible; minimum of 3x per week•  Twitter: As frequently as you want – with strong content•  YouTube: As often as you can with solid content•  Blogging: Minimum of 1x per week – more if possible www.facebook.com/lesmillswc | @Renatasays #8KeysWA LES MILLS INTERNATIONAL © 2011
  • 87. PREPARE2 - 4 WEEKS BEFORE LAUNCH/RE-LAUNCHPREPARE THE TEAM 87   LES MILLS INTERNATIONAL © 2011
  • 88. PREPARE 7 ONGOING SUCCESS GET YOUR INSTRUCTORS READY FOR QUARTERLY RE-LAUNCHES STEP 1 STEP 2 STEP 3 STEP 4 – Ensure all instructors TEAM PRACTICE 1 INSTRUCTORS DRESS REHEARSAL attend a LES MILLS™ PRACTISE TOGETHER (WITH GROUP FITNESS Quarterly event or – With Group Fitness Manager or Head MANAGER OR HEAD watch the DVD Teacher - 2 hours – Ideally, instructors TEACHER) - 90 MINUTES (including the Education should practise together – Discuss the key focus and features sessions) and read the once or twice between – Instructors teach the of this release, the new exercises and choreography notes the Team Practice 1 and tracks they will present what to bring alive with members (all the teaching tips the Dress Rehearsal, at the event and they to ensure they get the most out of are on the right-hand without the Group need to do it well! it. Again, ensure you use the Track page). Give them 1 or Fitness Managers. Focus and Tips you find in the – If possible, ask some 2 weeks to learn the choreography notes. – During these sessions, members of the staff choreography. an hour long max, they to come and follow – Discuss the Education sessions should focus on their the class. It will help on the DVD and how they should visual impact – do they instructors to be much influence teaching. move the same way, is more effective on the – Physically go through the release the timing right, use of day of the real launch. together in front of the mirror. Each stage, finales etc. – Discuss the quality of instructor should lead others for a few – It will ensure they look teaching all together tracks. Here, the objective is not to great team-teaching on and define what needs teach it really well, just to go through stage together. to improve before it together, focusing on choreography, the launch. technique and basic coaching. The instructor ‘teaching’ should also introduce the Track Focus and explain how they think we should teach the track to achieve the best. Les Mills International Limited © Issued 07.02.2011 65 65 88   LES MILLS INTERNATIONAL © 2011
  • 89. 6YOUR STAFF IS YOUR BEST LAUNCH AND PROMOTE STEP 1 - Introduce your goals behind the program(s) implementation and behindPROMOTION TOOL! the launch event. STEP 2 - Instructors teach the new program(s) so the rest of the staff can experience it forALL STAFF 2-HOUR PRODUCT TEAM TRAINING real, as participants and as beginners. STEP 3 - Product knowledge. Give each staff member a copy of the program(s) GettingBoosting your attendance and membership sales partly depends of your team’s ability Started Brochure (s), a copy of theto ‘sell’ your program(s) to your members and prospects. product knowledge page you have at the end of your Club Performance manualMake sure you give them the skills to do it well! Run a dynamic and interactive team and a copy of the GF Benefits board you can find on eclub. Then organize 3 drills.training session by using the following agenda.Drill 1 - Features and benefits Drill 2 - Scenarios Drill 3 - Overcoming objectionsBreak down your staff in group of 3 Break down your staff in 3 groups and give each group one of the Ask to all of them individually the top 5(ideally you want a mix of instructors below profiles: objections they believe people might haveand sales/front desk team in each before to attend the class (why they wouldn’tgroup) *40-year-old woman who hasn’t exercised properly for some years and is want to go initially) and the top 5 objections lacking in confidence but wants to lose weight and get back in better shape. to do it again post classAllocate each group 3caracteristiques for each program *30-year-old guy, with a highly driven personality, is very busy with work Ask all of them the list of their objections andyou are launching but looking for ways of maintaining fitness and shape without spending too select the top 5 in both categories across much time doing it. your team(For example with BODYPUMP™:weight training to music, pre- *25-year-old woman, exercising already, who is looking for fun and energetic Break down people in pairs and allocate fewchoreographed program, 55 mins full ways of exercising during the week. objections to each groupbody workout, Ask each group to discuss and prepare the way they would presenthot sounds etc) Ask each of them to work on how they would and ‘sell’ the program to that specific prospect or member. They overcome it and manage to either motivateGive them 5 minutes to find 3 must choose carefully the features and benefits they would use with the person to go and try the class, either theyparticipant based benefits for each that specific person. would manage to motivate the person to doof the characteristics Make each group role play with one person from an other group it againAsk each group to present and playing the role of the customer Debrief answersfeedback/input if necessary Feedback and repeat for each program(s) you are about to launch. Les Mills International Limited © Issued 13.07.2011 45 45 89   LES MILLS INTERNATIONAL © 2011
  • 90. PROMOTEUP TO 2 WEEKS BEFORE LAUNCH/RE-LAUNCHBUILD UP EXCITEMENT AND ATTENDANCE 90   LES MILLS INTERNATIONAL © 2011
  • 91. PROMOTECHANGE THE LOOK OF THE CLUB OVERNIGHT•  Hang event banners •  Countdown to launch/re-launch board•  Display posters •  Internal event promotion board•  Pass out & offer brochures •  On-hold message at club•  Hand out guest passes •  Advertise membership specials•  Offer event flier •  Intercom announcements•  Post-event timetable •  Post LES MILLSTM marketing collateral•  Send emails •  New group exercise schedule•  Update social media 91   LES MILLS INTERNATIONAL © 2011
  • 92. PROMOTEIN-CLASS ANNOUNCEMENTS AND PRE-BOOKINGLIST•  In-Class event announcements frominstructors•  Regular announcements at the front desk•  Organize pre-booking forms at front deskfor members and guests (Webinar 2)•  Drive HUGE excitement and attendance•  Gives sales team the ability to confirm, pre-qualify guests and book for sales appointment(Webinar 2) 92   LES MILLS INTERNATIONAL © 2011
  • 93. APPROACH TO PRE EVENT BOOKINGSBEST PRACTICE1.  Class registrations/bookings must commence at least 2 weeks before the event.2.  Minimum 20 to 30% of class capacity* should be retained for member guests and walk-ins on the day.3.  If you are short on space, limit members to 1 class per day and use waiting lists to manage cancellations.4.  If booked spaces are not filled at the beginning of the classes, then anyone on the waiting list could join in.5.  Use class registration forms6.  Enter into Excel spreadsheet7.  30% of capacity should be filled 7 days per event8.  60 to 70% of capacity 3 days out* Class capacity either based on equipment or Fire Code 93 LES MILLS INTERNATIONAL © 2011
  • 94. PLAN FOR SUCCESS 94 LES MILLS INTERNATIONAL © 2011
  • 95. PLAN FOR YOUR GROUP FITNESS SUCCESSTOP ACTIONS§ Create a budgetplancost, prioritize and document your to to achieve your GF BHAG§ Give ownership of it to your Group Fitness Leader§ Report on performance against targets to both management and your team, monthly and quarterly§ Work with your team to win the next plays 95 LES MILLS INTERNATIONAL © 2011
  • 96. APPOINT OR BE A WORLD CLASSGROUP FITNESS LEADER LES MILLS INTERNATIONAL © 2011 96
  • 97. A GREAT GROUP FITNESS MANAGER CANCHANGE THE FUTURE OF YOUR FACILITY§ A single great instructor can bring in hundreds of members over time - a great Group Fitness Manager will build a team that will bring thousands.§ Recruit a Group Fitness manager with the passion, experience and drive to build ENTHUSIASM and SUCCESS at your club THE GROUP FITNESS MANAGER IS A STRATEGIC HIRE 97 LES MILLS INTERNATIONAL © 2011
  • 98. LES MILLS GROUP FITNESS MANAGER UNIVERSITY §  Les Mills offers a wide range of Group Fitness business and management courses /in-service trainings: – Live in-house seminars and workshops (for owners, GF managers and head instructors) – Online tutorials – Self-paced learning video modules /refreshers§  Topics include: – Instructor Recruitment – finding, developing and keeping great instructors – Growing Club Membership and Profit, through Group Fitness – Selling Memberships with GF Events – Staging WOW GF Events at your Club – Instructor Development – In-house Quality Control and Feedback – Maximizing your GF Timetable for Profitability and Growth – 8 Key Elements of GF Management (for Club Managers/Owners, and for GFDs) – Implementing a Successful GF Scorecard – Leading to Win - Scorecard and Leadership 98 LES MILLS INTERNATIONAL © 2011
  • 99. GROUP FITNESS MANAGER EDUCATION/UPSKILLING 99 LES MILLS INTERNATIONAL © 2011
  • 100. LES MILLS CLUB BUSINESS SUPPORT§  Les Mills West Coast s Club Performance and Training Departments offer a variety of additional support functions for GF Managers and Club Owners/ Managers: – Event, Sales Training (for Service/Membership Dept Heads) – New Member Onboarding for Optimal Club Revenue and Retention – Instructor Upskilling / technique refreshers (for instructors) – Instructor Recruitment Seminars/Auditions – Customized timetable/category analysis – Business development – GF acquisition and retention tools and techniques – Clubcount - software tools/support for managing your GF business and reporting – Marketing and Promotional resources – Online/web assets – GF Case Studies / Global Best Practice 100 LES MILLS INTERNATIONAL © 2011
  • 101. www.facebook.com/lesmillswc | @Renatasays #8KeysWA 101 LES MILLS INTERNATIONAL © 2011