8 Keys to Group Fitness Management by Les Mills
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8 Keys to Group Fitness Management by Les Mills

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GROUP FITNESS MANAGEMENT with Steve Renata ...

GROUP FITNESS MANAGEMENT with Steve Renata

For your members, it's all about building fitness. For you, it's all about building business. We're experts at both.

GFM is a brilliant business tool with proven results around the world. We'll give you the blueprint for achieving higher profitability through group fitness, from studio layout to management to staffing.

We'll show you to how to cultivate member loyalty, get those all-important referrals through point of sale strategy, perform an effectiveness audit on your programming-know what works and why, hire, develop and keep top instructors--potentially your best sales people, maximize numbers to minimize per-head service costs, and far more!

This business management model is for anyone wanting to make a mark in the fitness industry.

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8 Keys to Group Fitness Management by Les Mills 8 Keys to Group Fitness Management by Les Mills Presentation Transcript

  • MAKING GROUP FITNESS ANINTEGRAL PART OF YOUR FACILITYSUCCESS 1 LES MILLS INTERNATIONAL © 2011
  • WHAT ARE THE SECRETSOF THE WORLD’S MOSTSUCCESSFUL FITNESSFACILITIES? 2 LES MILLS INTERNATIONAL © 2011
  • RESULTSMOTIVATION 3 LES MILLS INTERNATIONAL © 2011
  • When we ask people what they want when they join a fitness facility, they say thingslike weight loss, toning up, getting fitter, improving their health. Things we can groupunder the heading of getting results.People aren’t stupid. They know they can get results by running around the blockor exercising in their living room. But they also know that they lack the motivation.They want a kick in the pants.WE ARE IN THE MOTIVATION BUSINESS.WHETHER THEY KNOW IT OR NOT,THE MOST SUCCESSFUL ORGANIZATIONSON THE PLANET DESIGN THEIR FITNESSFACILITIES TO MEET THIS NEED. 4 LES MILLS INTERNATIONAL © 2011
  • HOW CAN WE TELL WEARE DOING A GREAT JOBOF SIMPLE. THEY ATTEND MORE OFTEN.IT’S MOTIVATING PEOPLE?Many operators focus solely on sales and profit. Sophisticated clubs and recreation centres addmembership numbers and retention statistics. But there is one number that has a more powerfuleffect on success than any of the others. Member attendance.Attendance is the most important metric in our industry.Regular attenders renew their memberships, refer their friends and promote their clubs atstaggering rates when compared to members who pay but seldom use their gyms.And what’s the secret to increasing attendance? Increasing motivation and results.GETTING MORE PEOPLE THROUGH THE DOOR MORE OFTEN. 5 LES MILLS INTERNATIONAL © 2011
  • SO HOW CAN WE“MANAGE” MOTIVATION?Motivation is driven by what’s around us and comes in many different forms. In your facilityit’s the workout environment, the activities you offer, the social relationships between staffand members, your goal setting tools, the education you provide, your coaches; it’s evensubtle, intangible things like your “member culture”, and how easy it is for members to signup and feel like they belong.For all the good efforts of the equipment companies, it’s not about themachines. It’s about becoming more than just a place where peoplecome to pump iron and run on a treadmill. Leave that to the budgetgyms that charge $10 a month. 6 LES MILLS INTERNATIONAL © 2011
  • HOW DO THE BESTFACILITIES DO IT?c Design a high energy workout environmentc Create a relationship selling and new member induction systemc Recruit a team of great personal and small group trainersc Build a club within-the-club system for sports and other activitiesc Develop a member education and social network communication systemAND FOR THE VAST MAJORITY OF FITNESS FACILITIES,THERE IS ONE SIMPLE METHOD THAT STANDS OUT HEADAND SHOULDERS ABOVE THE OTHERS… 7 LES MILLS INTERNATIONAL © 2011
  • GROUP EXERCISEIS BY FAR THE MOST POWERFUL WEAPONIN YOUR MOTIVATIONAL ARSENAL! c 90% of all exercisers report that they would prefer to work out in a group1 c Members who attend Group Exercise come to their club 3 times per week compared to IHRSAs figure of 1.9 member visits a week on average. c 60% of people rate Group Exercise as the #1 service they specifically look at when choosing a gym2 c Increase in Group Exercise participation is a key indicator of club growth and profitability3 1. Dr. James J Annesi: Effects of Minimal Group Promotion on Cohesion and Exercise Adherence c The challenge for health clubs is that the best seem to be able to achieve 30% plus 2. IHRSA study 2009 of their traffic engaging in Group Exercise, with the top performers around 50%4 3. IHRSA Retention Report 2007 4. Will Phillips, The Retention Breakthrough 8 LES MILLS INTERNATIONAL © 2011
  • WHAT ABOUT PERSONAL TRAINING AND BENCHMARKS FORSMALL GROUP TRAINING… DON’T THEY HIGH PERFORMING FACILITIESACHIEVE THE SAME THINGS?Yes absolutely. These are wonderful innovations that have revolutionized parts ofour industry. And facility operators love them because they can charge for them. UnassistedHowever even the world’s best only engage around 10% of their attendances in ExercisePT and 3-4% in Small Group Training. Group Exercise 36% 50%Group Exercise attracts and motivates the masses. Some of the world’s mostsuccessful facilities have over 50% of their attendances in Group Exercise.“GROUP EXERCISE MEMBERS ATTEND MORE REGULARLY, REMAINMEMBERS LONGER, MAKE MORE REFERRALS, PERCEIVE GREATER VALUEIN THEIR MEMBERSHIPS (I.E. WILL PAY MORE) AND DO NOT LEAVE WHENA BUDGET GYM OPENS NEARBY!”1 Small Group Training 4% Personal1. Will Phillips, The Retention Breakthrough Training 10% 9 LES MILLS INTERNATIONAL © 2011
  • WITH A GREAT GROUPEXERCISE PROGRAM,YOUR MOTIVATIONAL WEAPONS INCLUDE: THE TEACHER THE MUSIC THE MOVES THE STUDIO DESIGN THE ENERGY OF THE CROWD THE BONDS CREATED AMONG MEMBERS AND INSTRUCTORS BUT ONLY IF YOU GET THEM RIGHT... 10 LES MILLS INTERNATIONAL © 2011
  • GROUP EXERCISE AT YOURCLUB: WEAPON OR WEAKNESSUNLEASHING THE FULL POTENTIAL OF GROUP EXERCISEPerhaps you already have a great Group Exercise ? Do you offer the most popular music and moves in every oneoffering. How do you know? of your classes - that are carefully tested, legally licensed in? Do you count your attendances and benchmark them all respects, get proven results and continually revitalized? against other industry top performers? The average ? Do you lead a Group Exercise culture that attracts the best club has 300-400 Group Exercise attendances per week, instructor talent and inspires loyalty and community? but successful Group Exercise clubs have 3,000-4,000 and ? Do you benchmark your instructors against the world’s the best clubs up to 10,000. What is your weekly Group best and provide them with inspirational training and Exercise attendance? development solutions to grow their skills?? Can you guarantee your members and guests world-class ? Do your members regularly refer their friends to classes? quality classes no matter when they come, and who is teaching? ? Do many of your new clients join your facility because of your Group Exercise excellence? 11 LES MILLS INTERNATIONAL © 2011
  • WHY IS GROUP FITNESS IMPORTANT TOYOUR BUSINESS? 12 LES MILLS INTERNATIONAL © 2011
  • FACILITY GOALSOPTIMIZING GROUP FITNESS PERFORMANCE IS THE FASTEST AND LEASTEXPENSIVE WAY TO INCREASE CUSTOMER ENGAGEMENT AND FACILITYUSAGE Commercial connection between • group fitness attendance • facility attendance • retention • membership sales • long-term profitability 13 LES MILLS INTERNATIONAL © 2011
  • PACKING CLASSESTHE BEST WAY TO INCREASE YOUR PROFIT AND MEMBERSHIP SIZE§60% of people rate Group Fitness classes as the most important factor for choosing to join a health and fitness center§90% of exercisers prefer to exercise in group –People come 3.4 times a week to GF in facilities using LES MILLS™ programs compared with 1.9 times a week in other facilities§40% of people cite Group Fitness as the biggest influence on how long they stay a member of a club –72% of LES MILLS™ participants say they will continue to take LES MILLS™ in next 12 months 14 LES MILLS INTERNATIONAL © 2011
  • PACKING CLASSESTHE BEST WAY TO INCREASE YOUR PROFIT AND MEMBERSHIP SIZE§Group Fitness member retention rates are higher than other member retention rates, on average§Satisfied Group Fitness members refer people 3x more than other members -95% LES MILLS™ participants would absolutely or strongly recommend LES MILLS™ programs to their friends and family 15 LES MILLS INTERNATIONAL © 2011
  • PACKING CLASSESIT’S BIGGER THAN MAKING MONEY§ Creating massive social energy§ Impacting as many people as you can within your local community§ Fighting sedentary lifestyles and ‘globesity. 16 LES MILLS INTERNATIONAL © 2011
  • GROUP FITNESS MANAGEMENT PURPOSEHOW MANY PEOPLE CAN YOU MAKE FITTER,HEALTHIER, HAPPIER EVERY WEEK WHILEBUILDING YOUR FACILITY’S SUCCESS? 17 LES MILLS INTERNATIONAL © 2011
  • BUILDING FACILITY SUCCESS USING GROUP FITNESSACTION #1SET INSPIRING GOALS FOR YOURSELF ANDFOR YOUR TEAM 18 LES MILLS INTERNATIONAL © 2011
  • 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: __________________ 19 LES MILLS INTERNATIONAL © 2011
  • 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: __________________ 20 LES MILLS INTERNATIONAL © 2011
  • 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: $_________ $: __________________ 21 LES MILLS INTERNATIONAL © 2011
  • POTENTIAL FINANCIAL BENEFITSWHAT’S THE SIZE OF THE PRIZE?§ BHAG - Group Fitness weekly attendance = ___1500_______§ Divide the result by 3 (average number of GF visits per week per person in LES MILLS™ facilities): __500____§ Multiply it by your average yearly membership: $: 300,000 22 LES MILLS INTERNATIONAL © 2011
  • WHAT DOES IT TAKE TO BECOME A CHAMPIONAT GROUP FITNESS IN YOUR FACILITYTHE PLAN IS BASED AROUND 8 KEYS 23 LES MILLS INTERNATIONAL © 2011
  • IMPLEMENT A SCORECARD 24 LES MILLS INTERNATIONAL © 2011
  • A TEAM CAN’T PLAY TO WIN IF IT DOESN’T KNOW THESCORE. IF YOU CAN’T MEASURE IT, YOU CAN’TMANAGE IT. 25 LES MILLS INTERNATIONAL © 2011
  • IMPLEMENT A GROUP FITNESS SCORECARDKEY ACTIONS1. 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 26 LES MILLS INTERNATIONAL © 2011
  • GFM TRAINING:LEADING TO WIN: LEADING WITH NUMBERS AND UNLEASHING TEAMMOTIVATION 27 LES MILLS INTERNATIONAL © 2011
  • MAXIMIZE YOUR SCHEDULE 28 LES MILLS INTERNATIONAL © 2011
  • 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 29 LES MILLS INTERNATIONAL © 2011
  • GIVE MEMBERS MORE OF WHAT THEY WANT3 TOP DRIVERS: PROGRAM, INSTRUCTOR ABILITY AND CLASS TIME The type of class 79% 17% 3% Instructor’s ability 69% 24% 6% Time of class 65% 25% 7% Instructor’s personality 51% 33% 13% The music 53% 29% 14%Ambience of the fitness room 32% 37% 22% Extremely important[5] 4 3 2 Not important at all[1] 30 LES MILLS INTERNATIONAL © 2011
  • GROW YOUR SCHEDULE’S PULLING POWERSCHEDULE DESIGN - 5 strategies to drive Group Fitness growth______________________________1. Give people more of what they want (5 actions) • Get your programs offer right - understand your members and their needs • Offer programs matching the ‘commercial’ formula • Identify your top performing programs and offer them more frequently • Offer the right programs mix: 70% Core, 20% Specialty, 0 to 10% Service • Identify top instructors and schedule them more often 31 LES MILLS INTERNATIONAL © 2011
  • 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+ activities3. 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 week4. Give instructors class ownership Subject to a review of performance vs. targets5. Consider express classes 32 LES MILLS INTERNATIONAL © 2011
  • ONGOING SCHEDULE MANAGEMENTTO GROW NUMBERSFOCUS PRIMARILY ON RED-LIGHT CLASSES3 ACTIONS§ Identify underperforming classes – Red lights§ Pinpoint the cause(s) of underperformance – Program – Instructor – Time slot/Schedule – Marketing – Politics§ Set an action plan 33 LES MILLS INTERNATIONAL © 2011
  • MAXIMIZE YOUR TIMETABLE 34 LES MILLS INTERNATIONAL © 2011
  • BUILDING UP A GREAT TEAM OF INSTRUCTORS IS THE BESTTHING YOU CAN DO FOR YOUR BUSINESSNO MATTER WHAT YOUR VISION, MISSION ORBHAG, YOU ARE GOING TO NEED GREATPEOPLE TO HELP YOU GET THERE 35 LES MILLS INTERNATIONAL © 2011
  • A SINGLE GREAT INSTRUCTOR CAN BRINGHUNDREDS OF MEMBERS AND$ TO YOUR FACILITY 36 LES MILLS INTERNATIONAL © 2011
  • A TEAM OF GREAT INSTRUCTOR CANBRING THOUSANDS OF MEMBERSAND $ TO YOUR FACILITY! 37 LES MILLS INTERNATIONAL © 2011
  • BASED ON 2008 AND 2010 CVM GLOBAL RESEARCH:RECRUITING GREATINSTRUCTORS IS THE TOPCHALLENGE FACILITIES FACE IN GROWINGGROUP FITNESS 38 LES MILLS INTERNATIONAL © 2011
  • CASTING IS EVERYTHINGINVEST TIME AND RESOURCES TO SEEK OUTINSTRUCTORS AND TALENT FOR TOMORROWWHO HAVE THE POTENTIALTO PACK THE ROOM 39 LES MILLS INTERNATIONAL © 2011
  • INCENTIVIZE TOP PERFORMANCE AND RETAIN TOP-PERFORMING INSTRUCTORS. CREATE A SYSTEMTHAT COMBINES FINANCIAL AND NON-FINANCIALREWARDS. INCREASE THE COMMITMENT ANDLOYALTY OF YOUR INSTRUCTORS. 40 LES MILLS INTERNATIONAL © 2011
  • ORGANIZE A GREATTRAINING PROGRAM FOR YOUR TEAM 41 LES MILLS INTERNATIONAL © 2011
  • CONSTANTLY DEVELOP YOUR TEAM TOWARDS MASTERYBUILD UP THEIR SKILLS IN THE 5 KEY ELEMENTS OF TEACHING 42 LES MILLS INTERNATIONAL © 2011
  • LES MILLS’ TRAINING PROCESS BUILDING ROCK STARS IN A SHORT TIMETraining actions LES MILLS™ driven Club drivenSelection of candidates & preparation before Initial Module ✓Initial Module training – 2 to 3 days ✓Clearance to teach at end of training – grading system ✓Team-training before Launch ✓Prepare Instructor’s Certification and send videos ( up to ✓12 weeks post module)INSTRUCTOR INTERNATIONAL CERTIFICATION ✓Ongoing training - Quarterly Workshops ✓In-house quality control ✓Team-training before Quarterly Launch ✓Advanced instructor training – AIM Modules 1 and 2 ✓ADVANCED AND ELITE CERTIFICATIONS ✓ One Tribe – Changing the World 43 LES MILLS INTERNATIONAL © 2011 Les Mills International © 2010
  • DEVELOP THE BEST STUDIO YOU CAN AFFORD 44 LES MILLS INTERNATIONAL © 2011
  • CREATE A WOW GROUP FITNESS SPACEA GREAT GROUP FITNESS DESTINATION PULLSMEMBERS AND GUESTS INTO THE STUDIO(S) 45 LES MILLS INTERNATIONAL © 2011
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  • CREATE A WORLD-CLASS DESTINATION5 TOP EXPERIENTIAL DESIGN PRIORITIES TO ENHANCEPARTICIPANTS’ 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’ 52 LES MILLS INTERNATIONAL © 2011
  • CREATE A GROUP FITNESS MARKETING PLAN 53 LES MILLS INTERNATIONAL © 2011
  • THE POWER OF MARKETING TO GROW NUMBERSWHICH ONE WOULD DO YOU BUY? OR OR Guts & ButtsPromote your partnership with Les Mills 54 LES MILLS INTERNATIONAL © 2011
  • YEARLY GROUP FITNESS MARKETING PLAN TOGROW MEMBERSHIP AND PROFITTOP ACTIONS1. Launching program(s)2. Re-launch events3. Ongoing promotion on the benefits of GX 55 LES MILLS INTERNATIONAL © 2011
  • GROUP FITNESS EVENTSTHE FOUNDATION OF YOUR GROUP FITNESSMARKETING PLANEVENTS ARE ONE OF THE MOST EFFECTIVEWAYS TO RE-LAUNCH MEMBERS MOTIVATION,ATTENDANCE AND THEREFORE TO INCREASERETENTION 56 LES MILLS INTERNATIONAL © 2011
  • 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’. 57 LES MILLS INTERNATIONAL © 2011
  • 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” 58 LES MILLS INTERNATIONAL © 2011
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  • E MAIL GUEST PASS 60 LES MILLS INTERNATIONAL © 2011
  • PLAN FOR SUCCESS 61 LES MILLS INTERNATIONAL © 2011
  • PLAN FOR SUCCESSTOP ACTIONS§Create a budget to cost, prioritize and document your plan to achieve your 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 62 LES MILLS INTERNATIONAL © 2011
  • APPOINT OR BE A WORLD CLASSGROUP FITNESS LEADER 63 LES MILLS INTERNATIONAL © 2011
  • 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 and drive to build ENTHUSIASM and SUCCESS at your clubTHE GROUP FITNESS MANAGER IS A MAJOR HIRE! 64 LES MILLS INTERNATIONAL © 2011
  • MAKING GROUP FITNESS ANINTEGRAL PART OF YOUR FACILITYSUCCESS 65 LES MILLS INTERNATIONAL © 2011