The 30-second article
• To maintain members’ interest and
catch the attention of prospective
participants you need to implement a
program of promotions and special
events for your group fitness offerings
• Promotions should let members know
what is on offer, introduce new classes
and new instructors, revitalise existing
classes, build participant numbers and
provide additional value for members
that currently only inhabit the weights
or cardio floors
• Promotions may include launches for
new classes or Les Mills releases,
member challenges, special occasion
classes, promotion of new instructors
and events to celebrate group fitness,
such as ‘Class of the Month’
• For promotions to be a success, it is
vital that they are marketed extensively
using social media, emails to members
and prospects, blogs, in-club
multiscreens and posters.
recipes and information about how to
reach their goals. Double points could be
awarded to particular classes and at the
end of the month prizes awarded to the
person who attended the most classes;
who had the most significant body
change; or who made the biggest change
to their lifestyle.
From a club perspective there are very real business
benefits to running successful Group Ex promotions.
• Christmas break-up. Run a special themed class just before
Christmas, ask members to dress up and even have a special
appearance from Santa! (Tip: if the real Santa is too busy, dress
up as him yourself!)
• Holiday celebration. Have a send-off for an instructor or member
who’s about to go on an overseas holiday, with members and
instructors all wearing Hawaiian shirts and sunglasses.
Promotion of instructors
Instructors are one of the most important and valuable assets at the
gym. It is important that members know who they are, what they do
and what qualifications they have. There are many ways in which this
information can be shared with members. These include:
• Instructor of the month. Nominate one instructor each month
and run a feature about them on Facebook, write a blog or use
multiscreens to show pictures of that instructor and advertise
their class. This is a great way of bringing attention to an instructor
and building their class numbers. It can also introduce a new
instructor to the club.
• Instructor profiles. Designate a wall at the gym for photos of the
group fitness instructors. Include a short summary of what they
teach and the qualifications they have. These could also be
featured on the club’s website and attached to the timetable so
members know who to expect to see teaching their class.
• Videos of instructors. Short, snappy films of instructors chatting
are great for introducing instructors to members. Including a few
Special occasion classes
Spice up the group fitness timetable with
themed classes that recognise member or
instructor achievements, celebrate seasonal
occasions or just create a fun and vibrant
atmosphere. Events could include:
• Milestone birthdays. Help a member or
instructor celebrate their special day with
a playlist of songs from the decade they
were born, or their favourite genre.
• Baby shower class. Celebrate the
impending arrival of an instructor or
member’s baby. The class could include
games, balloons and gifts for the new
mum.
NETWORK SUMMER 2018 | 35