CALIFORNIA DREAMING
DREAMS OF “PUMP” FOR THE WORLD
DREAMS OF GROUP EXCELLENCE
DREAM PARTNERS3
DREAMS OF CHANGING LIVES TOGETHER
PILOT METHODOLOGY•   20 Denver Clubs between September - December 2009•   2 formats BODYPUMP™ ™ and BODYFLOW®•   120 GXI’s...
BODYPUMP HISTORY CLIP
INSTRUCTOR CHALLENGE CLIP
11
DENVER PILOT RESULTS SUMMARY• BODYPUMP® format created significantly more member and guest traffic in strength  category a...
EVENT EXELLENCE
POWER   PLANPREPARE  PARTYPROMOTE   PROCESS     AFTER PARTY
POWER
GROUP X HAS ENORMOUS POWERA growing body of evidence proves that Group X significantly increases;1. Member Acquisition2. M...
GROUP X EFFECT ON MEMBER LIFE CYCLE       Referral               Acquisition                  Retention
TOP 5 TRENDS FOR GROUP XMEMBER ACQUISTION1. 90% of all exercisers report that they would prefer to work-out in a group2. 6...
TOP 5 TRENDS FOR GROUP X MEMBERRETENTION & REFERRAL1. Participation in group activities correlates with higher retention.2...
TOP 5 TRENDS FOR BODYPUMP® GROUP X1. BODYPUMP participant frequency of visit is 3.4 average visits per week versus industr...
PLAN
SET EVENT METRICSNumber of Event Classes   2-3 classes over weekend               3Class Attendance          Number of Cla...
PREPARE
GFM BODYPUMP® LAUNCH CRITERIA1.   Schedule BODYPUMP® minimum of 2 times on Saturday and 1 time on Sunday with pre-     Tec...
5 STEP PRE-REGISTRATION PROCESS1. Classes bookings must commence at least two weeks before the event2. Minimum 20% of clas...
POOR PRE-REGISTRATION EXAMPLE
PRE-REGISTRATION REPORT - EXAMPLE                                                                                         ...
PROMOTE
EXTERNAL MARKETING –WEB, EMAILS AND GUEST PASSES
BODYPUMP IS COMING CLIP
INTERNAL MARKETING – GUEST PASSES
“GETTING STARTED BROCHURES”AT FRONT DESK                                                   Ev ent                         ...
CLUB DÉCOR –POSTERS AND WINDOW CLINGS
CLUB DECOR - BANNERS
PARTY
SERVICE & SALES PLAN – BROADWAY CLASS1.     Staff at the studio entrance to welcome participants and control access and en...
CLUB MANAGER END OF CLASS TRANSITION• “Thank you for a great class everyone. We look forward  to seeing you again soon. Fo...
PROCESS/ENROL
MEMBERSHIP TEAM PROTOCOLRole:• Ensure that each guest has a memorable experience when they visit our 24 Hour Fitness clubs...
POSITION BODYPUMP® AS THE #1STRENGTH OPTION FOR GUESTS                                           Group X Training         ...
GROUP X PRESCRIPTION ENROLLMENTPrescribe Group X classes based on:•     Goal•     Recommended Program•     Recommended Fre...
MEMBERSHIP KEY PHRASES / ACTIONSKey Phrases:•What do you know about Group X classes?They are a great way to mix up your fi...
AFTER PARTY
REVIEW, REPORT AND REWARD EVENT RESULTS         Event Metrics     Target   Actual                    didn’                ...
CASE STUDY
RESULTS FROM LAUNCH OF 68 CLUBS                                            Missed                                       Gu...
WHATS POSSIBLE - FROM GOOD TO GREAT                                                                Guests                 ...
California Dreaming - Profitable Group X Events - FILEX 2011
California Dreaming - Profitable Group X Events - FILEX 2011
California Dreaming - Profitable Group X Events - FILEX 2011
California Dreaming - Profitable Group X Events - FILEX 2011
California Dreaming - Profitable Group X Events - FILEX 2011
California Dreaming - Profitable Group X Events - FILEX 2011
California Dreaming - Profitable Group X Events - FILEX 2011
California Dreaming - Profitable Group X Events - FILEX 2011
California Dreaming - Profitable Group X Events - FILEX 2011
California Dreaming - Profitable Group X Events - FILEX 2011
California Dreaming - Profitable Group X Events - FILEX 2011
California Dreaming - Profitable Group X Events - FILEX 2011
California Dreaming - Profitable Group X Events - FILEX 2011
California Dreaming - Profitable Group X Events - FILEX 2011
California Dreaming - Profitable Group X Events - FILEX 2011
California Dreaming - Profitable Group X Events - FILEX 2011
California Dreaming - Profitable Group X Events - FILEX 2011
California Dreaming - Profitable Group X Events - FILEX 2011
California Dreaming - Profitable Group X Events - FILEX 2011
California Dreaming - Profitable Group X Events - FILEX 2011
California Dreaming - Profitable Group X Events - FILEX 2011
California Dreaming - Profitable Group X Events - FILEX 2011
California Dreaming - Profitable Group X Events - FILEX 2011
California Dreaming - Profitable Group X Events - FILEX 2011
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California Dreaming - Profitable Group X Events - FILEX 2011

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Discover the power of group fi tness events for your business. Steven presents 15 latest research trends in this field and how to plan group fitness events, taking inspiration from a case study of California’s biggest Club Group Fitness event of 2010. Covering everything from event registration and marketing tools, to event evaluations and the metrics that drive attendance and profi t, take home the keys to accessing this revenue stream.

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California Dreaming - Profitable Group X Events - FILEX 2011

  1. 1. CALIFORNIA DREAMING
  2. 2. DREAMS OF “PUMP” FOR THE WORLD
  3. 3. DREAMS OF GROUP EXCELLENCE
  4. 4. DREAM PARTNERS3
  5. 5. DREAMS OF CHANGING LIVES TOGETHER
  6. 6. PILOT METHODOLOGY• 20 Denver Clubs between September - December 2009• 2 formats BODYPUMP™ ™ and BODYFLOW®• 120 GXI’s trained• 2 Instructor Updates (October 2009, December 2009)• 1 Launch Event (September 2009)• 2 Re-launch Events (October 2009, January 2009)• 4 to 10 classes scheduled per week per club
  7. 7. BODYPUMP HISTORY CLIP
  8. 8. INSTRUCTOR CHALLENGE CLIP
  9. 9. 11
  10. 10. DENVER PILOT RESULTS SUMMARY• BODYPUMP® format created significantly more member and guest traffic in strength category and increased percentage of male attendees• BODYPUMP ® outperformed both Set and Lift classes combined averaging 75% capacity (30 participants)• BODYPUMP ® was cornerstone of 2 Group X Events - October and January• Event Guest Traffic and NMUs were equal to Club Grand Opening status• Group X Events were viewed by management as powerful opportunities to create excitement for team, members and guests
  11. 11. EVENT EXELLENCE
  12. 12. POWER PLANPREPARE PARTYPROMOTE PROCESS AFTER PARTY
  13. 13. POWER
  14. 14. GROUP X HAS ENORMOUS POWERA growing body of evidence proves that Group X significantly increases;1. Member Acquisition2. Member Satisfaction3. Member Frequency of Visit4. Member Retention5. Member Referral
  15. 15. GROUP X EFFECT ON MEMBER LIFE CYCLE Referral Acquisition Retention
  16. 16. TOP 5 TRENDS FOR GROUP XMEMBER ACQUISTION1. 90% of all exercisers report that they would prefer to work-out in a group2. 60% of members report that Group X is the #1 choice of service or amenity that they are interested in3. 26.4% of new members join to participate in Group X classes4. “Multiple Group X Studios with Fantastic Classes” is the 2nd most important factor in making a decision to join a health club (behind “Professional staff and knowledgeable trainers”).5. Increase in Group X participation is a key indicator of club growth and profitability
  17. 17. TOP 5 TRENDS FOR GROUP X MEMBERRETENTION & REFERRAL1. Participation in group activities correlates with higher retention.2. Improving the average number of visits per week a member makes to a club by one will lead to a 3% increase in a club’s retention rate.3. Group X members average number of visits per week is 2 versus non Group X <24. Retention rates are higher for Group X members than for machine members.5. Satisfied Group X members tend to refer new prospects at a rate 3 times greater than any other member types.
  18. 18. TOP 5 TRENDS FOR BODYPUMP® GROUP X1. BODYPUMP participant frequency of visit is 3.4 average visits per week versus industry average of <22. BODYPUMP participants have more intention to renew their membership than those who don’t do Group X (72.2% vs. 63.4%)3. 65.7% of BODYPUMP participants believe that Group X is an important motivator in keeping them at the club long-term4. 71.8% of BODYPUMP participants are “Very Likely” or “Extremely Likely” to continue taking BODYPUMP classes in the next 12 months5. 74.7% of BODYPUMP participants are more *likely to recommend a friend join their club than those who don’t do Group X (67.4%) *“Very Likely” or “Extremely Likely”
  19. 19. PLAN
  20. 20. SET EVENT METRICSNumber of Event Classes 2-3 classes over weekend 3Class Attendance Number of Classes x Class Capacity 150Net Guest Traffic 20% of Total capacity 30New Membership Units 20% of Total Capacity x Closing Rate 15Revenue (Annualised) NMU x Annual Membership ($390) 5850Guest Pass Volume 50 x Target NMUs 750
  21. 21. PREPARE
  22. 22. GFM BODYPUMP® LAUNCH CRITERIA1. Schedule BODYPUMP® minimum of 2 times on Saturday and 1 time on Sunday with pre- Technique Class2. Schedule a mix of top formats with BODYPUMP ® as main attraction. – ie. Turbo, Zumba, Yoga/Pilates or other popular non-equipment classes3. Implement Pre Registration sheets at front desk for both members and guests4. Encourage Drive Member Traffic5. Drive Guest Traffic6. Enrol New Membership Units
  23. 23. 5 STEP PRE-REGISTRATION PROCESS1. Classes bookings must commence at least two weeks before the event2. Minimum 20% of class capacity* should be retained for member guests and walk-ins on the day3. Guest appointments must be put on class pre-registration list when booked ng riti dw4. Limit existing members registrations to an eh ibl leg only one launch class. Waiting lists can ith yw ctl rre co be implemented to control overflow l ed in fil5. If booked spaces are not filled at the are ms for ure beginning of the classes, then anyone on E ns the waiting list could join in
  24. 24. POOR PRE-REGISTRATION EXAMPLE
  25. 25. PRE-REGISTRATION REPORT - EXAMPLE AssumedLocation Total BP Class Total Signed-Up Assumed 50% NMU Total NMU Spots for BP 20% Guests Closing Target140 Arvada Sport 119 74 62% 24 12 22144 Centennial/Englewood Active 36 36 100% 7 4 17326 Lakewood Sport 56 56 100% 11 6 21329 Kipling Sport 90 103 114% 18 9 17337 Broomfield Sport 150 125 84% 30 15 26350 Meridian Sport 70 61 87% 14 7 21351 Alameda Avenue Sport 76 65 86% 15 8 19352 Tiffany Plaza Sport 124 61 49% 25 12 30355 Highlands Ranch Sport 101 116 115% 20 10 16383 Aurora Express 26 21 82% 5 3 7437 N. Aurora Chambers Rd Sport 98 120 123% 20 10 22553 Aurora Sport 152 105 69% 30 15 26554 Denver DTC Active 81 50 62% 16 8 17572 Lowry Lance Sport 192 174 91% 38 19 31663 Parker Arapahoe Super Sport 104 105 101% 21 10 19667 Fort Collins Sport 93 72 78% 19 9 18668 Boulder Iris Street Sport 124 112 91% 25 12 23951 Colorado Yale Active 88 77 88% 18 9 14956 Highlands Gardens Active 104 105 101% 21 10 18TOTALS 1948 1698 87% 390 195 397
  26. 26. PROMOTE
  27. 27. EXTERNAL MARKETING –WEB, EMAILS AND GUEST PASSES
  28. 28. BODYPUMP IS COMING CLIP
  29. 29. INTERNAL MARKETING – GUEST PASSES
  30. 30. “GETTING STARTED BROCHURES”AT FRONT DESK Ev ent re the sb efo 2w eek ail able Av
  31. 31. CLUB DÉCOR –POSTERS AND WINDOW CLINGS
  32. 32. CLUB DECOR - BANNERS
  33. 33. PARTY
  34. 34. SERVICE & SALES PLAN – BROADWAY CLASS1. Staff at the studio entrance to welcome participants and control access and entry to studio2. Optimize equipment and personal space by setting up BARBELLS and STEPS prior to class3. Ensure facility and equipment is very clean and operational4. CM or GFM announce beginning and finish of every class5. Fitness Staff and Personal Trainers “spotting” during technique Classes5. Membership staff waiting at studio entrance when classes finish to follow up with guests on their experience and provide membership information
  35. 35. CLUB MANAGER END OF CLASS TRANSITION• “Thank you for a great class everyone. We look forward to seeing you again soon. For those of you who are guests at this event, I hope you enjoyed your first Group X experience. It’s a superb program to shape your body and it works really fast if you do two or three classes per week. We offer these classes all across the schedule, so you can reach your goals faster…• And today is the best day to do it! Take advantage of the event special offers. To qualify for these see one of our Membership Counselors here today and everything will be arranged for you. To all our current members, thanks for bringing friends, family and yourself to the club. If you have and questions speak to myself or any of the team on staff today Enjoy the rest of the event.”
  36. 36. PROCESS/ENROL
  37. 37. MEMBERSHIP TEAM PROTOCOLRole:• Ensure that each guest has a memorable experience when they visit our 24 Hour Fitness clubs.Pre Event:• Place confirmation calls to all guests.Contact referrals.• Schedule an appointment and/or invite them to receive their free 7 day pass to experience the club and new BODYPUMP™ Group X classes.Enroll :• Explain the benefits and features of Group X classes, BODYPUMP™ and our new partnership with Les Mills.• Affirm that the club meets the guests needs, discuss new member benefits.• Sign the guest up for a membership.• Receive referrals from guest to provide free passes.Post Event:• Follow-up with guests who attended the launch to thank them for attending. Explain current promotions and answer any questions that they make have regarding memberships.
  38. 38. POSITION BODYPUMP® AS THE #1STRENGTH OPTION FOR GUESTS Group X Training Variety of group programs within each category led by an Instructor Mind Body Cardio Strength Fusion Aqua Yoga Aerobic Classes BODYPUMP® BODYPUMP® Boot Camp Classes Water Pilates Step Classes 24 LIFT Fitness Strength 24 Stretch Fusion Cycling Classes 24 SET Pilates Fusion Dance Classes Everlast Box Classes TurboKick Box ClassesUse Key Phrases from the “Getting Started” Brochures and Marketing Collateral Ie “BODYPUMP™® is the most popular strengthclass in the world and gets results fast” Take a Class prior so you can speak authentically from experience.
  39. 39. GROUP X PRESCRIPTION ENROLLMENTPrescribe Group X classes based on:• Goal• Recommended Program• Recommended Frequency per week (2-3)• Day Availability• Time Availability• Options 1. Write Name of Member on Schedule 2. Date 3. Circle recommended classes 4. Circle optional classes 5. Write down names of instructors
  40. 40. MEMBERSHIP KEY PHRASES / ACTIONSKey Phrases:•What do you know about Group X classes?They are a great way to mix up your fitness routine. We have strength, flexibility and cardio classes for all fitness types.We recently partnered with one of the industry leaders in Group X, Les Mills to add new classes to our schedule.BODYPUMP™ is the world’s most popular barbell class. Its simple, effective and fun. (Share personal experience of takingGROUP X class with the guest)Key Actions:•Pick up a GROUP X class schedule handout. Circle the BODYPUMP classes based on the guest needs and availableschedule, include options. Make reference to Instructors. If class is in session (Take a couple of minutes and watch theclass with the guest)•If class is not in session (Take the guest into the GroupX room and show them the equipment, etc.)Confirm:•What do you think? Which class do you think you might want to give a try? How would you like to enroll as a member?(before or after class)
  41. 41. AFTER PARTY
  42. 42. REVIEW, REPORT AND REWARD EVENT RESULTS Event Metrics Target Actual didn’ What worked What didn’t Number of Event Classes Class Attendance Net Guest Traffic New Membership Units Event Revenue Guest Pass Volume Top Performers
  43. 43. CASE STUDY
  44. 44. RESULTS FROM LAUNCH OF 68 CLUBS Missed Guests Guest Missed Enrolled perRegion 203 Net Guests Walk Ins Pass Walk Ins Enrolled Closing % Club4/25 Weekend Total 1742 1326 551 105 1086 62.% 156/27 Weekend Total 1976 1503 590 124 1262 64% 19Total Increase 234 177 39 19 176 2% 3 Extra Annualized Revenue *$68 640
  45. 45. WHATS POSSIBLE - FROM GOOD TO GREAT Guests Annualised Enrolled perRegion Net Guests Closing % Enrolled Revenue Club27/06/201203 25 64% 18 7020 1909/04/2011860 36 81% 29 $11310 29TotalIncrease 10 17% 11 $4290 10

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