8 Keys of Group Fitness Management wa.ppt

GROUP FITNESS MANAGEMENT
PERFORMANCE
1 LES MILLS INTERNATIONAL © 2011

www.facebook.com/lesmillswc | @Renatasays #8KeysWA

4


THE FUTURE OF FITNESS
MOTIVATION 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


BUILDING FACILITY SUCCESS USING GROUP FITNESS

ACTION #1
SET INSPIRING GOALS FOR YOURSELF AND
FOR YOUR TEAM

GROWING GROUP FITNESS PERFORMANCE
SET 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: __________________


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: __________________


POTENTIAL FINANCIAL BENEFITS
WHAT 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: $_________

$: __________________


POTENTIAL FINANCIAL BENEFITS
WHAT 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


WHAT DOES IT TAKE TO BECOME A CHAMPION
AT GROUP FITNESS IN YOUR FACILITY?
THE PLAN IS BASED AROUND 8 KEY ELEMENTS


IMPLEMENT A SCORECARD


A TEAM CAN T PLAY TO WIN IF IT DOESN T KNOW
THE SCORE.
IF YOU CAN T MEASURE IT, YOU CAN T MANAGE IT.


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


TOTAL GF ATTENDANCE
YOUR KEY GF PERFORMANCE BENCHMARK

CURRENT GOALS
GROWTH POTENTIAL
PERFORMANCE Long and short/medium
Benchmarks
KPI’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


IMPLEMENT A GROUP FITNESS SCORECARD
KEY ACTIONS
1.  Set goals for growth
–  Weekly Group Fitness attendance and Individual class targets for instructors
2.  Count numbers in every class
3.  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 instructors
5.  Set a plan for growth


SETTING CLASS TARGETS
THE 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


TIP
SET 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.


TIP
FRAME 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?


PUBLISH THE RESULTS TO INSTRUCTORS
BENEFITS
1. Easy way to identify where you should focus your effort
2. Easy way to implement a reward/bonus system
3. People love recognition and seeing their names on ‘top’ lists


GF MANAGEMENT TRAINING:
LEADING TO WIN: LEADING WITH NUMBERS AND UNLEASHING TEAM
MOTIVATION

GROWING GF SUCCESS
AND NUMBERS:
INSPIRE YOUR TEAM AND UNLEASH
THEIR MOTIVATION AND PERFORMANCE.

1.  Implement a Scorecard…
2.  Learn what really motivates people to achieve
numbers…


MAXIMIZE YOUR SCHEDULE
Creating a Timetable that Drives Growth
and Proﬁtability

INDUSTRY BENCHMARKS
WHAT IS FEASIBLE? % OF GYM VISITS DELIVERED BY GF

50+%
40%
30%

GOLD
SILVER
BRONZE

26
LES MILLS INTERNATIONAL © 2011

THE FASTEST, SIMPLEST WAY TO INCREASE WEEKLY ATTENDANCE IS TO GIVE PEOPLE
MORE 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

GIVE MEMBERS MORE OF WHAT THEY WANT
3 TOP DRIVERS: PROGRAM, INSTRUCTOR ABILITY &
CLASS TIME


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


GET YOUR PROGRAM OFFER RIGHT- UNDERSTAND YOUR MEMBERS AND THEIR NEEDS

Source:

AC
Nielsen
Research


IDENTIFY YOUR NATURAL POSITIONING AND YOUR POTENTIAL CORE AND SPECIALTY PROGRAMS

Source:

AC
Nielsen
Research


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


GROW YOUR SCHEDULE S PULLING POWER
SCHEDULE DESIGN: 5 STRATEGIES TO DRIVE GROUP FITNESS GROWTH

2.  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)


SIMPLIFY YOUR OFFERINGS
ANALYZE 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

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THINK HORIZONTALLY, NOT VERTICALLY
KEY PRINCIPLES

Schedule:

§  Core programs at least twice
weekly within a 2-hour timeframe

§  Cross-training variety within a 2-
hour timeframe across the week


ONGOING SCHEDULE MANAGEMENT
TO GROW NUMBERS
FOCUS 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


MANAGEMENT
PINPOINT 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

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MANAGEMENT
CREATE AN ACTION PLAN TO IMPROVE THE ISSUE
PROGRAM 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

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MANAGEMENT
CREATE 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

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MANAGEMENT
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!

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MANAGEMENT

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?

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WHAT ABOUT YOUR TIMETABLE?
RATE YOUR CURRENT TT DESIGN ON A SCALE OF 1-5 ON ITS EFFECTIVENESS TO SELL
YOUR GF PROGRAM
RATE 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


§ Insert a web sched


Monday Tuesday Wednesday Thursday Friday | Saturday Sunday

06:00 AM 08:00 AM

Studio One RPM Studio One Studio One Studio One Studio One Studio One
with 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 P

Studio One RPM Studio One Studio One Studio One
11:00 AM
with 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 Curtis
Studio 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


MARKETING
TOP 10 TIPS FOR A TIMETABLE THAT SELLS GROUP FITNESS
BENCHMARK YOUR WEEKLY TIMETABLE AGAINST THE MARKETING CHECKLIST
q  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 prospects
q  Easy to determine what classes are available and when
q  Classes happening at same time are aligned on same line
q  Appropriate use of branded programming
q  Logical layout top to bottom and left to right
q  Days appear horizontal across the top
q  Instructor names appear on classes
q  Class descriptions are clear and appear on timetable

45

MAXIMIZE YOUR TIMETABLE


BUILDING UP A GREAT TEAM OF INSTRUCTORS
IS THE BEST THING YOU CAN DO FOR YOUR BUSINESS

NO MATTER WHAT YOUR VISION, MISSION OR
BHAG, YOU ARE GOING TO NEED GREAT
PEOPLE TO GET YOU THERE

A SINGLE GREAT INSTRUCTOR CAN BRING
HUNDREDS OF MEMBERS AND
$$ TO YOUR FACILITY

A TEAM OF GREAT INSTRUCTOR CAN
BRING THOUSANDS OF MEMBERS
AND $$ TO YOUR FACILITY !


BASED ON 2008 AND 2010 CVM GLOBAL RESEARCH:

RECRUITING GREAT
INSTRUCTORS IS THE TOP CHALLENGE
FACILITIES FACE IN GROWING GROUP
FITNESS

CASTING IS EVERYTHING

INVEST TIME AND RESOURCES TO SEEK OUT
THE INSTRUCTORS & TALENT FOR TOMORROW,
WHO VE THE POTENTIAL TO PACK THE ROOM

INCENTIVIZE TOP PERFORMANCE AND RETAIN TOP-
PERFORMING INSTRUCTORS. CREATE A SYSTEM
THAT COMBINES FINANCIAL AND NON-FINANCIAL
REWARDS. INCREASE THE COMMITMENT AND
LOYALTY OF YOUR INSTRUCTORS.

ORGANIZE A GREAT
TRAINING PROGRAM FOR YOUR TEAM

CONSTANTLY DEVELOP YOUR TEAM TOWARDS MASTERY
BUILD UP THEIR SKILLS IN THE 5 KEY ELEMENTS OF
TEACHING


LES MILLS TRAINING PROCESS
BUILDING ROCK STARS IN A SHORT TIME

Training actions
Selection 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 ✓

Education
In-house Quality Control and Instructor Development ✓

Team-training before Quarterly Launch ✓

Advanced Instructor Module training – AIM Modules 1 & 2 ✓

Advanced and Elite Certifications ✓


DEVELOP THE BEST STUDIO YOU CAN AFFORD


CREATE A WOW GROUP FITNESS SPACE

A GREAT GROUP FITNESS DESTINATION PULLS
MEMBERS AND GUESTS INTO THE STUDIO

CREATE A WORLD-CLASS DESTINATION
5 TOP EXPERIENTIAL DESIGN PRIORITIES TO
ENHANCE PARTICIPANTS EXPERIENCE

1.  Sound and microphone: The best you can afford – think concert; if
unbalanced, it makes a difference to attendee experience
2.  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 images
3.  Lighting: Theatrical stage lighting to enhance dramatic impact
4.  Mirrors: Have none if possible or have them at the side – never behind
the stage, as they distract and detract from the experience
5.  Décor: Colors and branding can be very powerful to enhance mood – it
should feel like a strong, athletic, fun zone


CREATE A GROUP FITNESS MARKETING PLAN


THE POWER OF MARKETING TO GROW NUMBERS
WHICH ONE WOULD DO YOU BUY?

OR

OR
Guts & Butts

Promote your partnership with Les Mills

YEARLY GROUP FITNESS MARKETING PLAN TO
GROW MEMBERSHIP AND PROFIT
TOP ACTIONS
1. Launching Program/s
2. Group X Re-launch Events
3. Ongoing promotion on the benefits of
Group X


GROUP FITNESS EVENTS
THE FOUNDATION OF YOUR GROUP FITNESS
MARKETING PLAN

EVENTS ARE ONE OF THE MOST EFFECTIVE
WAYS TO RE-LAUNCH MEMBERS
MOTIVATION, ATTENDANCE AND THEREFORE
INCREASE RETENTION

GROUP FITNESS EVENTS
QUARTERLY RE-LAUNCH EVENT

EVERY 3 MONTHS YOU REBUILD THE
EXCITEMENT, CREATE MASSIVE SOCIAL
ENERGY AND INCREASE SALES REVENUE.
THE TWO MOST POWERFUL WORDS IN
ADVERTISING ARE FREE AND NEW .

PLAN: PHASE 1
DETERMINE YOUR LAUNCH/RE-LAUNCH GOAL(S)
1.  Retention (attendance) of Current Members
2.  New Member Acquisition
Set 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
members
For Example:
1.  All classes at 80 to 100% capacity

2.  5 - 10% club members attending the event
3.  20% of attendance per class being guests (as a minimum)
4.  35% to 60% conversion rate

70

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

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

EM AIL
GUEST PASS


PLAN PHASE 2
WHO 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

PLAN: PHASE 2

TOP ECLUB TOOLS TO PLAN A GREAT LAUNCH/RE-LAUNCH EVENT

76

PLAN: PHASE 2
EMAIL 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

77

PLAN: PHASE 2
BANNERS

2 WEEKS PRIOR TO LAUNCH/RE-LAUNCH

Best-Practice Use:
•  Hang 1 banner in lobby/common area
•  Hang 2nd banner in GF studio

78

PLAN: PHASE 2
POSTERS
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

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

PLAN: PHASE 2
FREE 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

PLAN: PHASE 2
PLAN TO USE DIGITAL MARKETING AND SOCIAL MEDIA
Excite 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

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PLAN: PHASE 2
WHY SOCIAL MEDIA GROWS THE IMPACT OF YOUR MARKETING EFFORTS

•  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)


PLAN: PHASE 2
TIPS FOR USING DIGITAL MARKETING TO GET PEOPLE TALKING ABOUT LAUNCH/RE-

BEFORE, DURING AND AFTER EVENT
LAUNCH
Update 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

PLAN: PHASE 2
TIPS 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

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PLAN: PHASE 2
FREQUENCY 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

PREPARE
2 - 4 WEEKS BEFORE LAUNCH/RE-LAUNCH

PREPARE THE TEAM
87

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

6
YOUR STAFF IS YOUR BEST

LAUNCH AND PROMOTE
STEP 1 - Introduce your goals behind the
program(s) implementation and behind

PROMOTION TOOL!
the launch event.

STEP 2 - Instructors teach the new program(s) so
the rest of the staff can experience it for

ALL 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) Getting
Boosting your attendance and membership sales partly depends of your team’s ability Started Brochure (s), a copy of the
to ‘sell’ your program(s) to your members and prospects. product knowledge page you have at the
end of your Club Performance manual
Make 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 objections
Break 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 have
and sales/front desk team in each before to attend the class (why they wouldn’t
group) *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 class
Allocate each group 3
caracteristiques 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 and
you 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 few
choreographed program, 55 mins full ways of exercising during the week. objections to each group
body workout, Ask each group to discuss and prepare the way they would present
hot 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 motivate
Give 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 they
participant based benefits for each that specific person. would manage to motivate the person to do
of the characteristics Make each group role play with one person from an other group it again
Ask each group to present and playing the role of the customer Debrief answers
feedback/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

PROMOTE
UP TO 2 WEEKS BEFORE LAUNCH/RE-LAUNCH

BUILD UP EXCITEMENT
AND ATTENDANCE
90

PROMOTE
CHANGE 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

PROMOTE
IN-CLASS ANNOUNCEMENTS AND PRE-BOOKING
LIST
•  In-Class event announcements from
instructors
•  Regular announcements at the front desk
•  Organize pre-booking forms at front desk
for 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

APPROACH TO PRE EVENT BOOKINGS
BEST PRACTICE
1.  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 forms
6.  Enter into Excel spreadsheet
7.  30% of capacity should be filled 7 days per event
8.  60 to 70% of capacity 3 days out

* Class capacity either based on equipment or Fire Code


PLAN FOR SUCCESS


PLAN FOR YOUR GROUP FITNESS SUCCESS
TOP 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


APPOINT OR BE A WORLD CLASS
GROUP FITNESS LEADER

96

A GREAT GROUP FITNESS MANAGER CAN
CHANGE 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


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

GROUP FITNESS MANAGER EDUCATION/UPSKILLING


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


8 Keys of Group Fitness Management wa.ppt

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