The Power of Group Fitness: How to Attract and Retain Members

The Benefits of a Group Exercise Program

Offering a group exercise program is an important amenity for gym businesses. It can help attract and retain members, improve member satisfaction, and increase revenue. According to the International Health, Racquet & Sportsclub Association (IHRSA), group exercise participants are 26% less likely to cancel their memberships compared to gym-goers who do not participate in group exercise classes.

Additionally, group exercise classes can provide a sense of community and motivation, which can keep members engaged and coming back for more. Offering a variety of classes can also cater to a wide range of fitness goals and preferences.

The Targeted Demographic and Statistics

It’s important to understand the targeted demographic for group exercise classes. The primary demographic for group fitness classes is women aged 18-44, although there is a growing trend towards men participating in these classes as well. According to IHRSA, approximately 22% of gym-goers participate in group fitness classes.

Types of Classes to Offer

To attract and retain members, it’s important to offer a variety of classes that cater to different fitness goals and preferences. Popular types of classes include yoga, Pilates, bootcamp, dance, and HIIT. Yoga and Pilates classes are popular for their focus on core strength, flexibility, and stress reduction. Bootcamp and HIIT classes are popular for their intense cardio and strength training workouts. Dance classes are popular for their fun and engaging atmosphere.

When considering what types of classes to offer, it’s important to consider the interests and fitness goals of your members. You can also survey members to determine which classes they would like to see offered.

Finding Instructors

Finding qualified and passionate instructors is crucial to the success of your group fitness program. There are several ways to find and hire the right instructors for your gym:

1. Job postings: Post job openings on your website, social media, and job boards such as Indeed and LinkedIn. Be specific about the qualifications and experience you’re looking for.
2. Referrals: Ask current instructors or members for referrals. They may know of someone who would be a good fit for your gym.
3. Certifications and licenses: Look for instructors who hold relevant certifications and licenses, such as those offered by AFAA or NASM. This ensures they have the necessary knowledge and skills to teach your classes.
4. Auditions: Hold auditions to see the instructors in action and assess their teaching style, energy, and ability to connect with members.
5. Partner with fitness brands: Consider partnering with fitness brands like Les Mills, Zumba, or TRX. These brands offer pre-designed classes and provide instructors with training and certification, which can save you time and resources.

Remember to offer competitive compensation and benefits to attract and retain quality instructors. Creating a positive and supportive work environment can also help build loyalty and foster a sense of community among your instructors.

Key Performance Indicators (KPIs)

Fixing Underperforming Classes

Sometimes even the most well-planned classes can underperform. Here are some strategies to address underperforming classes:

1. Assess the class format: Evaluate the class format and see if it needs tweaking. For example, you may need to adjust the difficulty level, length, or time slot of the class to better suit your members’ needs.

2. Solicit member feedback: Ask for feedback from members who attend the class. Find out what they like and don’t like about the class and use that feedback to make improvements.

3. Promote the class: Increase promotion and marketing efforts for the class to boost attendance. Use social media, email marketing, and in-gym signage to create buzz around the class.

4. Train and support instructors: Provide ongoing training and support for instructors to improve their teaching skills and help them better connect with members. This can include workshops, mentorship programs, and constructive feedback.

5. Evaluate and adjust: If a class consistently underperforms despite efforts to improve it, it may be time to consider removing it from the schedule. Use attendance and KPI data to make informed decisions about the class’s future.

Remember, fixing underperforming classes requires patience and persistence. By staying open to feedback, investing in your instructors and promoting your classes, you can turn underperforming classes into successful ones.

Marketing Your Group Fitness Program

Effective marketing is essential for the success of your group fitness program. Establishing a strong brand identity and utilizing resources available from companies like Les Mills, Zumba, TRX, AFAA, and NASM can help promote your program and attract new members.

What Does It Cost the Business to Offer These Classes?

Offering group fitness classes can be expensive for gym businesses, but the cost of offering classes is much less than the cost of losing members. The cost of offering classes depends on various factors, including the type of class, the duration, the instructor’s experience and certification, and the gym’s location. For example, yoga and Pilates classes typically require less equipment than boot camp or TRX classes, which can significantly impact costs.

Gym businesses can save money by leveraging technology to track attendance, scheduling, and payments. Some popular scheduling and booking software for gyms include MindBody, Zen Planner, and Vagaro.

In conclusion, group fitness programs are essential amenities for gym businesses to attract and retain members. By offering a diverse range of classes, hiring qualified instructors, and tracking key performance indicators, gym businesses can create a successful and profitable group fitness program. Remember to leverage resources and partnerships with industry leaders like IHRSA, Les Mills, AFAA, and NASM to stay updated on the latest fitness trends and improve member loyalty and retention.