When Group Fitness Goes Tribal IHRSA ASIA PACIFIC - INDIA 2010
WHEN GROUP FITNESS GOES TRIBAL IHRSA 9TH ANNUAL ASIA-PACIFIC FORUM
TU MAI NEI NGA TOA Leader: Let your hands quiver by your side Hands on hips, Hands down by your side (still) Be steadfast Let me be at one with the earth Hi aue hi Ancient ancestors/warriors of old bestow upon us strength and leadership Group: Standing here are the new warriors We haka in fury at sedentary lifestyles Obesity is our adversary Let us do battle Let your mind, body and spiritual essence be revitalised Through the breath of life Leader: At the separation of earth from sky all potential was released into this world Group: Therefore, let your true potential be known Reveal your inner strength & power Hold fast to the challenge Let us unite as one global entity Yes it is , Yes it is, Yes it is This we decree.
MILLIONS OF PEOPLE EVERY WEEK PARTICIPATE IN OUR CLASSES IN14000 CLUBS IN OVER 70 COUNTRIES
LEAD BY A TRIBE OF 80,000 INSTRUCTORSTHAT WOULD FILL JAWAHARLA STADIUM
FROM CIRCUS TO CIRQUE DU SOLEILFROM AEROBICS TO LES MILLS GROUP FITNESS
GROUP FITNESSTRIBAL MECCA• 12,500 members LES MILLS AUCKLAND NEW ZEALAND• Current membership €75 per month• 10,000+ GF visits/week• GF 55% of total Club Attendances• Membership retention rate 80%• 5,000m2 Fitness Only Club : 2,000m2 GF Area• 4 studios – largest is 700m2 :• Over 150 classes per week• 1 full-time GFM and a full-time assistant• 65 instructors (independent contractors)• 35% EBITDA
A TRIBE IS A CONNECTEDGROUP ON A MISSIONCHAMPIONED BY A LEADER.• Tribes, big and small, are among us. Individualism as a social concept is declining
TRIBES MATTER NOW• Silos of interest groups that are more interested in their “cause” than the money• They typically believe the status quo sucks and say no• Tribes can change our world, more than money or factories. They can change politics and align large numbers of people because they want to connect
TRIBES ARE A SOCIETALREALITY HIGHLIGHTEDBY THE POPULARITY OFSOCIAL NETWORKS• FACEBOOK is the most visited with more than 500 million active users• 50% of our active users log on to FACEBOOK in any given day• Average user has 130 friends• People spend over 700 billion minutes per month on FACEBOOK
THE INDIAN FACEBOOKTRIBE IS ENORMOUS• Currently 15 404 180 Users• 10th largest group in the World• Population Penetration 1.31%• Online Population Penetration 19.02%
TRIBES GIVE ORDINARYPEOPLE THE POWER TOLEAD AND MAKE BIGCHANGE• To be a successful Tribal leader be prepared to turn into a “heretic.”• Heretics don’t let rules or religion get in the way of their faith• Heretics find the true believers, a group that is disconnected but has a yearning
TO START A TRIBE YOUMUST ASK 3 QUESTIONS• Who are you upsetting?• Who are you connecting?• Who are you leading?
SPORT TRIBAL LEADERMIHKA SINGH• He was called ‘the flying Sikh.’ Pride of Punjab. Challenge Pride of the Sikhs. Pride of India. He did what no Indian did at the time.• He ran -- as a profession. Singh is on this list for gold medals won in the Asian Games in 1958 and 1962. But he’s also here for the medal he narrowly missed in the 1960 Rome Olympics, a race in which he finished faster than the standing world record.• At a time without byzantine 25th-century shoe technology, Singh ran barefoot for most of his career
SPORT TRIBAL LEADERPRAKASH PADUKONE Charisma• ‘The Gentle Tiger,’ though his opposition post- 1971 would likely object to the moniker; it was at about that time that Padukone dramatically augmented the aggressiveness of his game.• Won the All England Championships cup in 1980, and put India in the same league with the game’s superpowers.• Mild mannered, dignified, focused and still actively paying back the sport he loves, Padukone can still be seen gliding gingerly on the court at his Bangalore sports academy, playing against youngsters who look on in awe and admiration.
SPORT TRIBAL LEADERVISHWANATHAN ANAND• Anand doesn’t just look like a scientist, he Curiosity prepares for his game like one. He has decimated former champions with the precision of a physicist dismantling an atomic bomb, blowing the likes of Kasparov, Karpov and Kramnik out of the water.• World champion, grandmaster, Arjuna awardee, Chess Oscar winner, padma shri, padma bhushan, padma vibhushan and a global ambassador to the brainy sport. He may live his life in black and white, but Anand’s achievements are a brilliant rainbow on Indias sports horizon
SPORT TRIBAL LEADERKAPIL DEV• Captained India to the 1983 World Cup aloft.• He was India’s first true pace bowler. He Culture bowled injury free.• As national team captain Dev codified the phrase “Kapil’s Devils” in sporting lore. And he did it when no one gave a lanky lad from Haryana a chance,• Retired as the highest wicket taker ever, anywhere and one of the best cricketing all rounders of all time.
SPORT TRIBAL LEADERSUNILtoGAVASKAR of• First man cross the unthinkable milestone 10,000 runs in test cricket and surpassed Sir Don’s record for test centuries. Commit• Gavaskar batted in an era when the dangerous West Indian pace quartet was at peak ferocity. He didn’t wear the protective helmets of today, he didn’t have modern day umpires ruling a no ball for more than one bouncer per over.• His opening partners changed dozens of times throughout his career, but the captain always held up his end.• He did it all seemingly without breaking a sweat and smiling, always, all the way to the commentary booth where he now sits.
SPORT TRIBAL LEADERSACHIN TEN• Widely regarded as one of the greatest batsmen in the history of cricket. Communicate• He is the leading run-scorer and century maker in Test and One day International cricket• Only male player to score a double centrury in the history of cricket.• When he joined Twitter and began racking up followers at the rate of almost 4,500 an hour.• Within the first 24 hours, followers reached almost 80,000, sparking a media frenzy and countless tweets about the so-called god of cricket joining the social networking site
GROUP FITNESS TRIBALLEADERS BETO & JOHNNY G 200 000 results 127 000 results
GROUP FITNESS THOUGHTLEADER PHILLIP MILLS• Founder and CEO of Les Mills International• Pioneer and “Thought Leader” in the global fitness industry and “revolutionized”the modern group-exercise experience.• He is also an author and a public advocate for the environment and sustainability in business.• Competed at the 1974 Commonwealth Games in the 110m hurdles, and 1978 both 110m and 400m hurdles.• He attended the University of California at Los Angeles on a track and field scholarship, and graduated with a degree in philosophy in 1978. 547 000 results
24 THERE IS A BIG PROBLEM IN THE WORLDhttp://www.youtube.com/watch?v=R8r4jSQAvj8
PLANET OBESITY ISAT EPIDEMIC LEVELS• 300 Million people now obese• Obesity rates that have risen three- fold or more since 1980 in some areas of North America, the United Kingdom, Eastern Europe, the Middle East, the Pacific Islands, Australasia and China.
OBESITY IS OFTENFASTER IN DEVELOPINGCOUNTRIES • Increased consumption of more energy-dense, nutrient-poor foods with high levels of sugar and saturated fats, combined with reduced physical activity
INDIA IN GRIP OF OBESITY EPIDEMIC• The study that looked at the burden of overweight citizens in six countries -- Brazil, China, India, Mexico, Russia and South Africa -- has found that between 1998 and 2005, Indias overweight rates increased by 20%.• Currently, almost 1 in 5 men and over 1 in 6 women are overweight. In some urban areas, the rates are as high as 40%.
OBESITY IS THE ROOT OFNON COMMUNICABLEDISEASES• By 2030, nearly 70% of all global deaths will be from NCDS like cancer, diabetes, and respiratory and heart disease.• 80% will be in the less wealthy nations like India• Up to 80% of heart disease, stroke and type-2 diabetes and over a third of cancers can be prevented by eliminating shared risk factors, mainly tobacco use, unhealthy diet, physical inactivity and the harmful use of alcohol.
WHAT CAN THE FITNESSINDUSTRY DO ABOUT IT?This is the greatest holistic healthchallenge facing the world, and ourindustry is perfectly positioned to play abig part in the solution. We are the exactopposite of the cigarette and junk foodcompanies and we have an intimate There are four major ways we canrelationship with a big percentage of the contribute: 1. Become advocates 2. Green our facilitiesworld’s wealthiest people. 3. Get a lot better at what we do 4. Create a green mission
THE BIG TRENDS -HEALTH, COMMUNITYAND EXERTAINMENT US Adult Fitness Club Participation 1960 -2040•Health club attendance has become the 60biggest adult “sport” in the Western 50World. 40 30•Its has traditionally lacked the 20excitement and social engagement of 10sports and behaved more as gyms than 0as true health clubs. 1960 1970 1980 1990 2000 2010 2020 2030 2040•The faster we can change that, thebigger our future!
THE FUTURE – GYMSOR HEALTH CLUBS • We have big role to play • Traditional Health Care is failing • By 2016 the cost of the US Health system will be $4.1 Trillion per year • Health system is deteriorating almost as quickly as increasing. • Massive need for preventative focus • Health and fitness facilities are the Paul Zane Pilzner: The Wellness Revolution: How to future of effective preventative health make a fortune in the Next Trillion Dollar Industry 2002 care
GROUP FITNESS IS ALARGE ACTIVTYSEGMENT• In the US group Fitness represents 44.4 Million Group Fitness participants and growing• This segment is an opportunity to grow “community” within a club and create “clubs within the club”
GROUP FITNESS IS ANACQUISITION WEAPON1. 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
GROUP FITNESS IS ARETENTION & REFERRAL TOOL1. 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.
BODYPUMP® VALIDATES THEGROUP FITNESS RESEARCH1. 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”
36PACKING CLASSES ISMORE IMPORTANT THANMAKING MONEY• Creating massive social energy• Impacting as many people as you can within your local the community• Fighting sedentary lifestyles and “globesity”
LIFE CHANGING FITNESS EXPERIENCES EVERYWHERE EVERYTIME
EVOLUTION OF INDOORCYCLING• 1980s Stationary Bike• 1990s Computerized Bike• 1995 Indoor Spin classes• 2000 RPM classes• Safer, Better Results, More Social, More Fun, More People
2010 - LES MILLS AUCKLAND CYCLING 2000 VISITS PER WEEK PAYING $5 PER CLASS
GROUP FITNESSPARTICIPATION DRIVERS The type of class 79 17 30 Instructor’s ability 69 24 6 10 Time of class 64 25 7 21 Instructor’s personality 52 33 13 21 The music 52 29 14 4 0Ambience of the fitness room 32 37 22 8 1 Extremely important 4 3 2 Not important at all
CREATING A PERFECTie BODYPUMP CLASS • Music accounts for 50% of the overall program score, Warmup, Legs/Squats and Chest. Collectively, the first three tracks account for around 40% of the overall music score • Choreography accounts for 20% of the overall program score. Legs/Squats, Arms/Biceps and Shoulder/Arms account for around 42% of the overall choreography score
WORLDS BEST MUSICAND CHOREOGRAPHYBY DESIGN• Largest licensing contracts for original music• Largest producer of cover music• Professional Choreography Teams• Professional Production and Editing• Annual Budget over US$2.5M
STAGES OF CONNECTIONFROM MEMBER TO INSTRUCTOR Member • Sympathiser • Fan Instructor • Ally • Hooked On
MEMBER TRIBALEVENTS CREATESUSTAINABILITY• Quarterly Events• Member Social Retention• Member Referral• Instructor Teamwork• Club Teamwork
LEADING GROUP FITNESSINSTRUCTOR TRIBES• Recruit on Essence Connecting Technique “Communication” ” “Physical Execution”• Train using holistic mix of Sport Science and Performing Arts• Offer progression from Competency Choreography to Mastery• Provide ongoing up-skilling and Fitness Magic Coaching “Theatre Skills” “Teaching Skills” social networking• Provide vertical and horizontal career opportunities
GROUP FITNESS INSTRUCTOR CAREER PROGRESSION• International Presenter DVD• National Trainer/ Presenter• Regional Trainer/Presenter• Group Fitness Manager Calling• Instructor Career• Member Job
GROUP FITNESSINSTRUCTOR LOYALTY • Direct correlation between brand value and quality of tribal connection Brand value • Les Mills Instructors place a high value on being part of a global movement to improve people’s health and fitness. Quality of Tribal connection
LEAD A MOVEMENT BASED ON ASPIRATIONAL VALUES• Be World Class• There is an army of you• We believe we can
THE NEW GENERATION OFTRIBAL INSTRUCTORS• Purpose Driven• HAKA• HONGI• Physicality• Clothes• Hair Styles• Tatoos• Social and Education Events
THE POWER OF STORIES• Tell stories that will be told• These become legends• Stories are the DNA fabric of your heritage• Moments of delight• Moments of remarkable
TRIBAL BUSINESS AND SUSTAINABLILITYPeople will do anything for the tribe when people believe their leaders areworking in the best interest of the tribe. If the cause is compelling enough,the tribe will climb the highest mountains. But, when it appears that theleaders are simply leaching off the backs of the tribe, the cause dies.
WHEN GROUP FITNESS GOES TRIBAL IHRSA 9TH ANNUAL ASIA-PACIFIC FORUM