The Future of Fitness - Small Group Training

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Cliff Note Presentation on the Hottest Trend in Fitness - Small Group Team Training. Case Study of Les Mills GRIT SERIES

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The Future of Fitness - Small Group Training

  1. GROWING MEMBERSHIP AND PROFITSMALL GROUP TRAINING OPPORTUNITY 1 LES MILLS INTERNATIONAL © 2012
  2. WHAT DO PEOPLE WANT? WHY DO THEY JOIN A FITNESS FACILITY? 2 LES MILLS INTERNATIONAL © 2012
  3. THE FUTURE OF FITNESS1.EXERTAINMENT2.COMMUNITY/BUILDING BONDS3.HEALTH/RESULTS 3 LES MILLS INTERNATIONAL © 2012
  4. RESULTS &MOTIVATION 4 LES MILLS INTERNATIONAL © 2012
  5. V 5 LES MILLS INTERNATIONAL © 2012
  6. MAKE EXERCISESOCIAL 6 LES MILLS INTERNATIONAL © 2012
  7. SMALL GROUP TRAINING SWEETSPOT EXERTAINMENT RESULTS SGT SOCIAL LES MILLS INTERNATIONAL © 2012
  8. TRENDS: STUDIOS ARE DRAWINGCONSUMERS GYM SGT STUDIO LES MILLS INTERNATIONAL © 2012
  9. CASE STUDY: VITAL STATS THE GOAL•  90,000  sq    full  service  facility   •  Sell  40  packages  at  $199  each  •  Over  12,000  members  THE GAME PLAN THE FINAL SCORE•  The  Les  Mills  GRIT™  Series  as  SGT   •  64  packages  sold  •  8  week  Challenge   •  $12,700  Gross  •  Market  the  program   •  39  packages  new  to  PT  •  Offer  value   LES MILLS INTERNATIONAL © 2012
  10. SGT POSITIONING: CENTRIC PERSONAL TRAINING SMALL GROUP TRAINING GROUP EXERCISE LES MILLS INTERNATIONAL © 2012
  11. ENGAGEMENT: MEMBER LES MILLS INTERNATIONAL © 2012
  12. MEMBER PROGESSION: PERSONAL TRAINING SMALL GROUPUNASSISTED TRAININGWORKOUTS LES MILLS INTERNATIONAL © 2012
  13. REVENUE STREAMS: PT REVENUE STREAM SMALL UNASSISTED PERSONAL GROUP GROUP EXERCISE TRAINING EXERCISE TRAINING LES MILLS INTERNATIONAL © 2012
  14. PT POTENTIAL: REVS UP PT EARNING POTENTIAL•  Great  opQon  for  new  trainers  and   those  looking  for  exposure  •  Personal  Trainers  make  more   money  •  Would  you  rather  train  1  on  1  for   $60  per  session  or  train  6  clients   paying  $20  per  session?   LES MILLS INTERNATIONAL © 2012
  15. SUMMARY FILL THE TEAM VOID INCREASE ENGAGEMENT ACCESSIBLE PT MORE MONEY 15 LES MILLS INTERNATIONAL © 2012
  16. SMALL GROUP TRAINING: HOW 7 KEYS TOSUCCESS 16 LES MILLS INTERNATIONAL © 2012
  17. SMALL GROUP TRAINING 7 KEYS TO SUCCESS #1 •  CLEAR AND MARKETABLE TRAINING OBJECTIVESGREAT •  NO GUESS WORK •  LESS TRAINER PROGRAMMING DEPENDENT 17 LES MILLS INTERNATIONAL © 2012
  18. SMALL GROUP TRAINING 7 KEYS TO SUCCESS #2TRENDSMATTER 18 LES MILLS INTERNATIONAL © 2012
  19. TOP TRENDS GROUP PERSONAL TRAINING CERTIFIED PROFESSIONALS STRENGTH TRAINING#2 BODYWEIGHT TRAINING CHILDREN AND OBESITY WEIGHT LOSSTRENDS EXERCISE FOR OLDER ADULTS PERSONAL TRAININGMATTER FUNCTIONAL FITNESS CORE TRAINING Thompson,  W.  Health  &  Fitness  Journal,  Oct.  29,  2012.   News  release,  American  College  of  Sports  Medicine   19 LES MILLS INTERNATIONAL © 2012
  20. •  GET THE RIGHT TRAINING RATE 1.  DROP  IN  RATE:  $10-­‐25  per  workout   2.  BULK  SESSIONS:  Discount  15-­‐25%   3.  PREMIUM  MEMBER:  Limited  or  unlimited   4.  PROGRAM  BLOCK:  1  price  based  on  2-­‐3   workouts  per  week    #3NAIL THE BUSINESS MODEL 20 LES MILLS INTERNATIONAL © 2012
  21. SMALL GROUP TRAINING 7 KEYS TO SUCCESS #3NAIL THE BUSINESS MODEL 21 LES MILLS INTERNATIONAL © 2012
  22. SMALL •  GET THE RIGHT TRAINING RATE GROUP TRAINING•  GET THE RIGHT PAY RATE 7 KEYS TO 1.  Flat  Rate  (eg  $20-­‐$40  per  30  min  session)   2.  Commission:  30-­‐40%  for  small  group   3.  Per  Head  (eg  $10  base  +  $2-­‐$4  per  head)   SUCCESS #3NAIL THE BUSINESS MODEL 22 LES MILLS INTERNATIONAL © 2012
  23. •  SET A GOAL 1.  GROSS  REVENUE:  Annual,  monthly   2.  TRAINING  RATE  –  SESSIONS/WEEK   3.  CLIENTS,  PACKAGES,  or  MEMBERSHIPS/MONTH   4.  DEMOS  and/or  APPOINTMENTS    #3NAIL THE BUSINESS MODEL 23 LES MILLS INTERNATIONAL © 2012
  24. EXAMPLE ONE: THE MODEL THE RESULTS  •  Premium  =  $15   •  Gross:  $6000  per  month  •  Bulk  discount  =  $12   •  Net:  $4800  per  month  •  Two  30  min  sessions/week  •  12  workouts,  10  per   workout  •  Trainer  pay  =  $10  base  +   THE GOAL $2  per  head   •  60  clients   #3 NAIL THE BUSINESS MODEL 24 LES MILLS INTERNATIONAL © 2012
  25. OPTION TWO: THE MODEL THE RESULTS  •  6  week  bootcamp   •  Gross:  $7000  per  •  Package  =  $120     bootcamp  •  Unlimited  sessions   •  Net:    $5800  per  •  12  x  30  min  workouts  per   bootcamp   week  •  Flat  Trainer  pay  =  $20   THE GOAL   •  Sell  60  packages  (10   per  workout  2  x  per  #3 week)  NAIL THE BUSINESS MODEL 25 LES MILLS INTERNATIONAL © 2012
  26. SMALL GROUP TRAINING 7 KEYS TO SUCCESS #4GET EVERYONEON BOARD 26 LES MILLS INTERNATIONAL © 2012
  27. #4 •  EQUIP ALL STAFF WITH INFO •  BRIDGES GAPS BETWEENGET EVERYONE DEPARTMENTS •  CREATES ON BOARD COMMUNITY 27 LES MILLS INTERNATIONAL © 2012
  28. QUALIFICATION PERSONALITY LEADERSHIP BUY-IN#5RECRUIT AND TRAINTHE RIGHT PEOPLE 28 LES MILLS INTERNATIONAL © 2012
  29. #6 •  VISIBLE MARKETING TOOLS •  EMAIL AND SOCIAL MEDIAGET THE •  DEMO WORKOUTS •  OFFER DEALS AND WORD OUT INCENTIVES 29 LES MILLS INTERNATIONAL © 2012
  30. SMALL GROUP TRAINING 7 KEYS TO SUCCESS #6GET THE WORD OUT 30 LES MILLS INTERNATIONAL © 2012
  31. SMALL GROUP TRAINING 7 KEYS TO SUCCESS #7DIFFERENTIATEFROM GROUP EXERCISE 31 LES MILLS INTERNATIONAL © 2012
  32. •  LIMIT NUMBERS 3 - 9•  TRAIN OUTSIDE THE GROUP EX STUDIO•  RECRUIT AND TRAIN PERSONAL TRAINERS•  OFFER FITNESS EVALUATION, NUTRITION AND TEAM BUILDING #7DIFFERENTIATE GROUP EXERCISEFROM 32 LES MILLS INTERNATIONAL © 2012
  33. KEY TO SUCCESS YOUR ACTION GREAT PROGRAMMING Aim for a range of relevant programs that are#1 motivating TRENDS MATTER Be on top of lasting trend. Avoid fads.#2 Re-engage members NAIL THE BUSINESS MODEL Set a clear goal and choose a model that#3 supports. Try business support GET EVERYONE ON BOARD In-depth Program knowledge.#4 Educate staff on benefits RECRUIT AND TRAIN THE Qualified professionals#5 RIGHT PEOPLE Find new talent and support growth GET THE WORD OUT Create or contract awesome marketing#6 material. Use all avenues to promote DIFFERENTIATE FROM#7 GROUP FITNESS Have a solid implementation plan in place 33 LES MILLS INTERNATIONAL © 2012
  34. HOTTEST SGT TREND: EQUIPMENT BASED SKILLS BASED•  HIGH INTENSITY INTERVAL TRAINING •  BOOTCAMPS•  STRENGTH TRAINING•  WEIGHT LOSS•  CORE TRAINING RESULTS BASED•  FUNCTIONAL TRAINING•  CROSS TRAINING•  MARTIAL ARTS LES MILLS INTERNATIONAL © 2012
  35. SMALL GROUP TRAINING: WHAT LES MILLS INTERNATIONAL © 2012
  36. •  DELIVERS FASTER RESULTS WITH SHORTER WORKOUTS •  SUPPORTS LEAN MUSCLE AND FAT LOSS THROUGH HIGHER HGH PRODUCTION •  IMPROVES AEROBIC CAPACITY •  SIGNIFICANTLY INCREASES WHAT IS METABOLISM •  BURNS MORE FATHIIT? 36 LES MILLS INTERNATIONAL © 2012
  37. WHAT IS THE DIFFERENCE WHEN YOU SUBSTITUTE SUBMAXIMAL CARDIO FOR HIIT?HIIT RESEARCH 37 LES MILLS INTERNATIONAL © 2012
  38. TRIGLYCERIDE DECREASE Group 1 3.1% No GRIT Group 2 14.5% GRIT DIFF -11.4% 38 LES MILLS INTERNATIONAL © 2012
  39. OXYGEN CONSUMPTION INCREASE Group 1 1.7% No GRIT Group 2 6.4% GRIT DIFF +4.7% 39 LES MILLS INTERNATIONAL © 2012
  40. TOTAL BODY FATDECREASEGroup 1 0.8%No GRITGroup 2 2.1% GRIT DIFF -1.3% 40 LES MILLS INTERNATIONAL © 2012
  41. BACK STRENGTHINCREASE Group 1 No GRIT 8.4% Group 2 GRIT 21.9% DIFF +13.5% 41 LES MILLS INTERNATIONAL © 2012
  42. THE FACTS: PENN STATE RESEARCH We  conducted  a  six  week  intervenQon  to  find  out  if  LES  MILLS   GRIT™SERIES  can  improve  the  health  and  happiness  of  already  fit  adults GROUP 1 – NO GRIT GROUP 2 - GRIT•  No  LES  MILLS  GRIT™SERIES   •  2  x  30  minute    •  3  x  60  minute  cardio*   LES  MILLS  GRIT™SERIES  •  2  x  60  minute  BODYPUMP™   •  2  x  60  minute  cardio*   •  2  x  60  minute  BODYPUMP™    *Cardio  could  be  a  combinaQon  of  Les  Mills’  BODYATTACK™,  BODYCOMBAT™,  RPM™  or  BODYSTEP™     Two  groups  of  42  fit  adults  worked  out  five  hours  each  week.   42 LES MILLS INTERNATIONAL © 2012
  43. RESULTSAND MOTIVATION WHY? •  Improve   member  bonds  A HOW? •  Improve  access   to  PT   •  Everybody  wins   •  Programming   •  Recruit/Train  BIG •  Everyone  on  board   •  DifferenQate   •  Promote   •  Trends   •  Nail  business  model   WHAT?OPPORTUNITY 43 •  What’s   trending?   •  HIIT  is  hot   LES MILLS INTERNATIONAL © 2012
  44. CONTACT YOUR LES MILLS AGENCY FOR MORE INFROMATION ON MAKING SMALL GROUP TRAINING WORK FOR YOU 44 LES MILLS INTERNATIONAL © 2012

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