GROUP FITNESS MANAGEMENT
PROMOTE, OR GET LEFT BEHIND
Some strategically timed special
events, challenges and launches
can make group fitness
the best asset your club has
in terms of community and
member retention, says GFM
Kirsty Nield.
o, the gym has a fantastic group
fitness
timetable,
fabulous
instructors and full classes, great
– you can sit back, relax and enjoy the
success! Can’t you? Sadly, this is not a great
plan. The fitness industry is a hugely
competitive and transient industry, so
complacency will result in your being left
behind.
Staying up to date with the latest research,
running regular promotions and keeping
members challenged with the way they
can work out is vital. Following on from the
previous feature in this series which looked at
how to create a dynamic group fitness team,
this article will look at the assorted ways
group fitness can be promoted, and provide
some ideas for special events, launches and
promotions to keep classes full and vibrant.
S
Not just a class – an experience
Due to the competitive nature of the fitness
industry, members are no longer content
with ‘run-of-the-mill’ classes, they expect
an ‘experience’. If they don’t get what they
want, there is a good chance they will look
to the club down the road to see what they
have to offer. This means we must engage
with each member to create a memorable
and positive experience every time they join
us.
This can be done by considering the following
areas:
• Entertainment. Creating classes that
provide a unique experience and
stimulate the participants’ senses.
• Education. It’s not just the instructors
who should be educated; education of
members is equally important. They need
to know why they are doing a particular
workout, how often they should do it, and
what the benefits are. This can be done
through general discussion in class or
more formal information sessions.
• Escapism. Members should be able to
escape their everyday life. This can be
done by providing an experience in class
or special events where they can forget
the daily grind, just for that one hour.
• Aesthetics. Make your studios an
appealing place to be by using music,
lighting and decorations to create a
mood.
NETWORK SUMMER 2018 | 33